Archive for January, 2012

Interview with Glenn Murray

By | January 31, 2012 | Advice & Insight, Freelance Copywriters, Guest Blog | 3 Comments

For the benefit of all you freelance copywriters out there Glenn Murray (of Divine Write Copywriting) has been kind enough to sit down and answer a few of my questions. There’s some great advice and insight within this post so make sure you check it out!

1. When did you decide to start your freelance copywriting business?

Before Divine Write, I was a technical writer in the software industry. I enjoyed that, but I’d always fantasised about setting up shop as a freelance copywriter. Just never had the balls! Then in 2002, after nine years as a techwriter, I was made redundant. Six weeks later, despite dozens of job applications, and about 100 letters and phone calls to prospective employers, I was still unemployed. And my redundancy payout was gone.

Clearly no-one wanted a techwriter, so I started thinking about what else I could do. I’d written a few brochures in my time (tends to happen when you’re the only arts graduate in a company full of engineers), so I decided to pitch myself as a copywriter. I’d had a bit of practice with telephone cold-calls, so I kept them going. Turns out copywriting was in more demand than techwriting. So that afternoon, I came up with the business name, registered the domains and registered the business.

2. How long did it take before you established yourself as a leading freelance copywriter?

About two years, I’d say. Of course, “leading” is all a matter of perspective. I still don’t have the profile (or income) of the big guns in America. But what I do have is a very good search engine presence, and a lot of recognisable clients offering nice testimonials. For clients, that equates to “leading”.

3. Are there any other copywriters you admire? If so, who and why?

Certainly. I’m a big fan of Amanda Gonzalez’s writing (www.untangletheweb.com.au). Also James Chartrand in Canada (www.menwithpens.ca).

4. What is the best way to get new clients?

I don’t know about the best way, full-stop. But I know the best way for me has been my website combined with professional client management. A well planned, designed, written and optimised site can send a lot of customers your way. Then you just need to say the right things and convey the right professionalism. This doesn’t just mean thinking of the right things to say each time. It means having systems in place that show the client you’re a serious contender. Like professional proposals.

5. If you could pick five traits or characteristics to create the perfect freelance copywriter, what would they be?

1) ‘The flow’ – You have to be able to write more better goodly, like.
2) Business acumen – You have to be strategic with your own business and you have to understand the client’s.
3) Adaptability – You have to wear a lot of hats (PC tech, social media guru, business development manager, etc.)
4) Persistence – It’s hard and it takes time.
5) Creative thinking – Not just in your writing, but also in your problem solving.

6. What’s your favourite power word (or word)?

I don’t really have one. Had to look up what it meant actually!

7. List five must-have items that you believe each freelance copywriter should have?

If a computer is a given, then I’d say:
1) Website
2) SEO knowledge
3) Effective email & contact management
4) Effective file management
5) Accounts package

8. What are the annoying aspects of freelance copywriting?

Clients. They always want something! ;-) No, seriously, clients who question grammar and punctuation, or who demand a really formal style, can be very difficult to work with. And those who want to spend hours on the phone, or who take forever to get you information, then demand the copy the next day. Writing about the same sorts of products and services, day in and day out, can be a bit draining too.

9. What are the most enjoyable aspects of freelance copywriting?

Being exposed to different business ideas. You have a lot of clients who are startups, and you really get to see some interesting concepts. Over time, you start to develop a sense for what ideas have legs, and what ideas don’t (which in turn kinda leads you into entrepreneurialism yourself… ;-) Obviously it’s good to be able to write for a living too, but the novelty of that wears off pretty quickly.

10. Finally. What advice would you give to all the brand new freelance copywriters out there?

Know you can do it. Go with your gut and write what you feel you should. Use your head to plan and edit, but use your heart to write. Oh and watch My Top 10 Tips for Aspiring Freelance Copywriters video.

…Well that’s it! A big thank you to Glenn for doing this. Another interview with another top copywriter is coming up soon!

James@ProjectCopy

What Topics Do You Want To Be Discussed?

By | January 31, 2012 | Copywriting, Freelance Copywriters | No comments

Remember this blog is all about the copywriting community. If you have a topic that you’d like to see discussed in a blog post then just let me know.

Maybe you have a question to ask or a concern you would like addressed? Speak up and the community will help!

Leave your suggestions in the comment box below or send me an email – contact@projectcopy.com.

The Project can only grow if we all help it grow!

New SEO Copywriting Ebooks Are Available!

By | January 30, 2012 | Copywriting, Freelance Copywriters, Inspiration | No comments

Yes you read correctly – there are two brand new ebooks for your reading pleasure that are accessible through the ebooks page on this site.

Written by Divine Write’s Glenn Murray, these two books are incredibly useful for any copywriter. No matter what level you’re at you’ll find the information inside very valuable. I’ve read them myself and I can’t recommend them highly enough. I’ve stolen a few testimonials from Glenn’s website to really hammer my point home. I hope you don’t mind Glenn.

“Your SEO-Secrets book is well written, informative, and very helpful, and I’m sure that people who purchase it will be happy with it.”
Bill Slawski
SEO Consultant & Search Engine Patent Specialist
SEO By The Sea

“The teaching in this ebook is good – very good – particularly for those at a beginner to intermediate level who are looking for a comprehensive and all in the one place introduction to SEO. Glenn has a gift at explaining concepts that can at times be quite complex – if you’re like me and not wired with the brain of a technical genius you’ll appreciate the way he talks you through the many areas of SEO covered in this book.”
Darren Rowse
Owner
ProBlogger.com

“I read your seo ebook. Excellent stuff. Crystal clear writing. Love your background as a technical writer – can really tell.”
Lucas Ng
Search & Analytics Director
Fairfax Digital

Anyway, make sure you check the books out, they’re a great resource.

James @ ProjectCopy

Writing Like You Talk: Should You Do It?

By | January 27, 2012 | Advice & Insight, Copywriting, Freelance Copywriters | No comments

Reckon he should write like he talks?

Trolling various copywriting blogs out there has told me one thing for sure. The copywriting world is definitely split when it comes to the topic of writing like you talk. Some love it, some hate it.

It’s certainly a polarizing topic and what kind of blog would this be if I didn’t wade in on it?

Personally, I think writing like you talk is never a good idea. Why? Well, for the most part, we don’t talk very well in 99% of the social situations we’re a part of.

However there is definitely merit in writing conversational copy. Yes, there is a difference. I’ll let Robert Warren explain,

“Conversational tone” is the deliberate use of personal language that appeals to the casual reader. An important writing technique, it mimics how we believe natural speech should ideally sound – dramatic, confident, empathic, intelligent. It is new-and-improved natural speech, polished to a shine and missing all the embarrassing parts. Conversational tone is formal language designed to look informal.

It is important to understand that writing conversational copy is something that requires practice in order to do it correctly. It’s not just a case of sitting down and throwing words haphazardly onto a page, there has to be structure and a clear message too.

Writing effective conversational copy is something that I believe every copywriter should learn. In my experience people are far more willing to read copy that speaks to them in their language over stiff, lifeless and boring formal copy that should be left where it belongs, confined to financial reports and technical information pieces.

I hope this post has shed some light on the topic and that the distinction between writing like you talk (no) and conversational copy (yes) is clear.

Now it’s your turn to chime in!

Promote Yourself Effectively: Use Benefits To Convince Your Clients

By | January 26, 2012 | Advice & Insight, Freelance Copywriters, Promoting Yourself | 1 Comment

Get out there and promote your business!

So you’re in talks with a potential client about doing some work for them and they have just asked you the dreaded question: Why should I hire you?

For those of you just starting out, it can be a daunting question to answer, especially when you are talking face-to-face.

So what do you say? “Because I can make you more money.” Well of course you can but that sounds like an empty statement. You’re going to need more than that to convince someone to pay you to write their content.

My advice here is for you to practice your answer. In fact, you should keep practicing it and refining it until you have the perfect response memorised. I’d start by writing down the benefits that your customers will profit from if they hire you. For example, let’s say I’m chatting with someone who wants to hire a copywriter to create content for their website.

My three example benefits could be:

  1. I can increase your website’s conversion rates.
  1. I can write copy that arouses interest.
  1. I can make you stand out from the crowd.

Now you have the benefits written down, you need to elaborate and tell your customer what each of those benefits will mean to their business.

So:

  1. A higher conversion rate will mean more visitors are performing your desired action, whether that be sign up to a newsletter, click a link or buy a product or service.
  1. Engaging with your customers is essential. Formal, boring copy will not keep your visitors around for long. By creating interesting copy that demands attention, I can ensure their maintained interest in what you have to tell them. After all, keeping your visitors around is half the battle.
  1. You need to set yourself apart from your competition if you want the public to notice you and remember you. Having unique and fresh copy written by an expert will go a long way towards doing just that. By standing out from the crowd, your business will enjoy increased public awareness and attention.

Now your customer understands why your benefits are worth having, you should explain to them how you are going to do what you say you can. By letting them know your methods, you will sound far more convincing and it lets your potential customer know that you are as qualified as you say you are.

  1. Using the persuasive power of the written word, I will create effective calls-to-action that compel and remind people to perform your desired action.
  1. I will write powerful and dynamic headlines that demand attention and appeal to the natural curiosity within us all. By keeping information relevant, simple and concise, your visitors will enjoy the fact that their questions are being answered and their concerns are being addressed.
  1. I will research your company, your products and your competitors to find out what it is that makes you different as well as what makes you the best option. I will then relay that information to your customers in a way they can understand.

OK so that was just a quick, very unrefined example of how you can practice coming up with an answer that will convince your potential clients to hire you.

Remember that when you are telling people why they should hire you, you should be confident. The positive energy of confidence is contagious and will be attractive to those you are talking to, making them far more likely to trust what you have said and therefore far more likely to hire you.

Hopefully that all made sense and hopefully you have picked up a handy tip that you can use in the future.

What about you? Do you have any tips or techniques to share?

Where Can You Find Copywriting Jobs?

By | January 26, 2012 | Advice & Insight, Freelance Copywriters, Promoting Yourself | No comments

Be proactive when looking for work. Get out there and meet your clients!

Some of you who are just starting out as freelance copywriters might be a little concerned about how you’re going to get your first copywriting job and where you’re going to get it from. You might be asking yourself: “Who hires copywriters?”

The answer is: everyone does.

Think about it, there are millions of companies based all over the world and at some point every one of them is going to need something written.

Direct Creative state that,

the more active sources of copywriter job include banks, financial services, insurance, software, high-tech, agribusiness, construction, manufacturing, and non-profits.

Others likely to offer you a copywriting job include publishers, unions, associations and professional organizations, government agencies, hospitals and health care organizations, scientific / technical / scholarly organizations, consumer groups, political and religious organizations, fundraisers, and business people and politicians who make speeches.

So you see there are plenty of companies waiting to hear from you. The only problem is, with so many companies out there, it’s hard to know where to start. My advice would be to start local. Email local businesses, set up meetings and make them aware of your business and your talents. Most companies don’t know that they could benefit from a copywriter until the copywriter shows up and tells them. If your credentials are good enough then you have every chance of getting a project out of anyone.

Advertising and Marketing agencies are great places to find work too. In my experience they often need freelance copywriters to outsource work to, so make yourself known to them.

You should also target web designers and try to strike up a strategic alliance with them. Why? Well, they deal with clients that may need a copywriter to create content to go on their new site and you deal with clients that might want a website to go along with their new copy. By referring each others businesses to your respective clients, you could both gain more work. It’s a win-win situation.

So don’t be disheartened by the big bad world. There’s plenty of work out there, you just have to be proactive in getting it.

Negativity SELLS (No I’m Not Insane)

By | January 25, 2012 | Advice & Insight, Copywriting, Freelance Copywriters | No comments

Show people solutions and they'll love you for it.

It seems to me that people tend to work harder to keep something they have rather than try to gain something they want.

Copywriters can use this fact to their advantage when they attempt to form killer copy and must-read headlines. By helping people hold on to something that’s important to them, you will prove to be a valuable information resource and you will also gain their trust.

Negative copy alerts your audience to a problem, minor or serious (the latter obviously gets more attention), which you can then provide a solution to as the copy goes on. People are always looking for the solution to all of life’s problems, so if you can solve them they’ll be forever grateful.

By highlighting problems, especially in your headlines, you’ll see far more of your articles read, emails opened and products/services purchased.

So go ahead: Make people aware of a problem and then solve it.

There are some great tips on how to master the negative headline here.

The Project Is Marching On

By | January 24, 2012 | Copywriting | No comments

The last few days have seen big things happening for ProjectCopy, namely our first ebook and our first guest blog!

The site’s only been live for a week or so and I’m already seeing a good number of people logging on and signing up to the newsletter.

I wanted this blog to be a place for the copywriting community to come to share their insight and wisdom as well as learn, and so far that’s the case so I couldn’t be happier.

If the next few weeks are anything like this past one then the Project is going to take off in a huge way.

Here’s hoping it does!

Thanks to everyone who has helped out so far (you know who you are!).

James @ProjectCopy

You Don’t Need To Be Derren Brown To Write Magic Web Copy

By | January 24, 2012 | Advice & Insight, Copywriting, Freelance Copywriters, Guest Blog | 1 Comment

Here’s the thing. The longer you’re online, the more you could think anyone can write web content. The truth is … they pretty much can. But there’s a big difference between publishing, and getting read.

Let’s face it. If you’re blogging for kicks or copywriting for cash, that’s what writing is all about. Capturing … and holding an audience.

Conjuring up web copy

There’s a zillion writing tips out there. Some great, others (ahem) less so. But web writers with real shazam get to know the medium first.

That’s the real secret. All great copywriters talk about building a story. To do that, you need to know how readers consume content … and write accordingly.

Six Spellbinding Steps

1. Tabloid style
What you know:
Web readers are time poor. They may read your opening blurb but rarely get beyond para 2.
What you do:
Write like a tabloid journalist. Get your key points across early. Add detail later.

2. Short & sweet
What you know:
Screen reading is hard work. So people take shortcuts like page skimming.
What you do:
Use small words for web copy. Write in short sentences and scrap most stop words.

3. Snackable portions
What you know:
Big slabs of text are like asking your visitors to climb Mount Everest. They won’t.
What you do:
Break down web copy into bite size chunks. They look more appealing and are easier to read.

4. Heading up
What you know:
Web readers look for short-cuts. They want the most relevant content … fast.
What you do:
Write lots of heading to give visitors a web copy snapshot. They’re also handy rest stops.

5. Point to it
What you know:
Web readers scan pages for points of interest. So they prefer well formatted content.
What you do:
Add short bullet lists to your web copy. They look great and draw attention to key points.

6. Lead the way
What you know:
Web readers know where the back button is. And they aren’t afraid to use it.
What you do:
Make moving to other content easy. Write web copy with internal links in mind.

Getting in touch with your inner audience might seem sadly unoriginal. But it’s the proven success formula. These six steps work like a magic to boost your writing skill and build captivating web copy. Hey Presto!

Anne Macindoe is the owner and Principal Copywriter at Cluey freelance copywriters. Her Melbourne writing service offers expert web content and SEO copywriting support. Cluey authors marketing communication for an array of Australian and international clients.
Web: cluey.com.au
Facebook: clueycopywriter
Twitter: @clueycopywriter

Copywriting Royalties: Fact Or Fiction?

By | January 23, 2012 | Copywriting, Freelance Copywriters | No comments

copyright - techwench.com

Copywriting royalties are the icing on the cake for any copywriting project. They are potentially extremely lucrative and they continue to pay you for the work you’ve done a long time after you have completed the project.

In my quest to find out more information about copywriting royalties I stumbled across a fantastic article by Roy Furr. Rather than rip off the information as my own, I’m just going to redirect you to the article after a little introduction to whet your appetites!

Happy reading fellow copywriters!

Copywriting Royalties: How to Get Them – By Roy Furr

One of the biggest ongoing debates I hear among copywriters today is: “Clients don’t pay copywriters royalties anymore” versus “Yes, they do – I get them!”

So what’s true?

Well, I’m going to side with the “Yes, they do – I get them!” camp because, frankly, it’s my truth. I get paid royalties – pretty good ones, too – on most of the projects I work on. And you can too … If you want to. But it requires a little know-how and a little focus.

The good thing is, I’ll show you exactly what it takes here in this article so you can start earning royalties for yourself!

But first… [READ MORE]

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