Radio Ad Copywriting

Within this article on radio ad copywriting, we will look at what makes up a successful radio ad.  Copywriting is similar because you are always trying to sell a product but the way that you write and sell will be different depending upon the particular media vehicle that you choose to use.

Whenever you start to do radio ad copywriting, you must make sure to first do your research.  Research is one of the most important parts of the job and this is true no matter what type of copywriting you are doing.  If you do not do your initial research, you will not know how to present your message to your target audience.

When you are looking into doing radio ad copywriting, you should talk with the particular station that you are thinking about advertising with.  They should give you an idea of the typical demographics of their listening audience.  This will allow you to know which particular radio station you should work with in getting your message out. 

When you are looking at doing radio ad copywriting, you must make sure that you are much more direct with this particular form of advertising than you would if you were writing a sales letter.  You have a much shorter period of time in which to make an impression upon your prospects so you must be completely focused with your message.

One way to make sure that you are writing for a good radio ad copywriting is to listen to the ads that your competitors are running on particular radio stations.  Each radio station focuses on a particular and very narrow demographic so if you continue to hear the same ads over and over again, you will have a good clue that they are probably very successful.  Pattern your ideas in a similar vein to what you're hearing.

Here are a couple of quick hitters to help make your radio ad copywriting successful. You must make sure to not just list a bunch of facts but rather try to tell a story.  This will keep your audience interested.  If you are trying to sell a technical product, make sure to use technical jargon early on so that you can get your target niche within your demographic tuned in to what you have to say. Radio ad copywriting must also use testimonials if you can because of the credibility towards a product that you are selling. Hopefully these quick hitting tips can give you some idea of what to do when writing your radio ad copywriting.

Hopefully this article on radio ad copywriting has helped you out.  Copywriting is a large field and if you choose to write on radio ad copywriting, listen to radio stations to see what works.  You must continue to learn and be educated and this is a way to do it on your off time.  You must make sure that you are very correct in your writing because you only have a short amount of time to impress a particular product or service upon your target audience.

Review: Words That Sell

It's the Golden Rule of copywriting.  "Know your target audience."  It is impossible to persuade someone you know nothing about to take any type of action.  But the question remains: How - exactly - do you get to know your prospective customers?  

For copywriters, this task is the most time-consuming.  When you're faced with making a connection with someone you've never met, it can be frustrating.  That's why I was excited when I found out about a series of reports entitled "Words That Sell".

How would you like it if someone else did the hard part for you?  Then take heart!  The people at The Brooks Group (publishers of these reports) interviewed hundreds of professionals in a wide range of occupations to get the specific information included in the ebooks.  

These reports target people in 38 different industries in detail including medical professionals, chief executives, entrepreneurs, human resources, dentists, doctors, hospital administrators, engineers, real estate managers and so many others.  What do they deliver?  Details.  Exact details about what words work, what words don't and why.

What's Good About These Reports

A lot of research went into the making of these reports.  It took years to interview countless professionals then compile and sort the data.  Then the creators of the reports developed easy-to-read ebooks written in everyday language for each profession.  Inside you get:

• Background and personality profile
• Psychological profile
• Exact wording to use
• Reasoning behind why some words work and some words don't
• Exact wording NOT to use
• Sample letters, headlines and copy to use
• And more

You get a lot of information in each report.  These are not just 5- to 8-page lists of words to use.  Each report is 20-25 pages long and has insightful, specific information that will make your job as a copywriter go much more smoothly and quickly.

I also liked that I could buy each report individually or in "combo" packages for a discount.  That way, if I need just one, I only have to pay a small price.

These reports are quick to read, and for busy copywriters, that's a real blessing.  I find myself going back to them over and over and - because of the simple layout - I can get the information I need quickly without having to reread the entire report again.

What's Not So Good About These Reports

They need more examples.  Yes, you do get examples of how to use the information, but more would be nice.  (Can we ever get enough examples?)  The examples given are definitely suitable, but could be more "real world."  They seem rather elementary to me.

Also, it would have been my preference to include a table of contents with clickable navigation links.  A minor point?  Maybe, but when you use the reports, as much as I do, it would save a great deal of time over the long run.  

Overall, the Words That Sell reports are a huge timesaving tool.  They are interesting, accurate and very useful.  The sales copy claims you'll double, triple or even quadruple your profits.  I can't attest to the quadruple part, but I have seen the use of the information in these reports double and triple sales for some of my clients.

Are they worth the $28 (each) price?  Absolutely!  They'll save you way more than $28 in research and brainstorming time, and you'll have a powerful new tool for converting lookers into buyers for 38 different industries.

Sales Letters that Sell!

The average consumer is inundated with sales pitches. So if you’re selling a product or service to today’s ad weary consumer, if you want your sales letters to get results, you’ll need a step-by-step plan that breaks down the barriers to buying. A plan that bypasses the head and goes right for the heart. 

If the heart’s in it, the brain will follow.

Buying anything is largely emotional.  Whether it’s paper clips or plain paper copiers, emotions lead the purchase.  Facts, specs and the like are simply used to justify the decision, once made.  Which means that everything about your sales letter, every sentence, every phrase must appeal to your customer’s emotions.

What emotions?

The simple truth is, there are only two emotions that really motivate people: The promise of gain or the fear of loss--with the fear of loss being the stronger. Example: Given the choice of headlines: “Save money in legal fees.”  Or  “How to keep from being sued.” The latter will probably get a better response. 

Supporting the promise of gain and the fear of loss are seven key emotional hooks or basic human needs. No matter what your product or service, to be effective, your sales letter must directly address as many of these basic needs as possible:

• Safety/Security

• Wealth

• Good looks

• Popularity

• Self-satisfaction

• Free time

• Fun/Excitement

So how do you get them to act? How do you go from head to heart? What’s the copy paradigm?  Imagine you’re in a baseball stadium facing an audience in rows of bleachers.  It’s the game of the century, ninth inning, bases loaded.  And you’ve got a bag of peanuts you absolutely must sell or the boss will fire you on the spot.  What would you do to get their attention? Yell “Peanuts?”  

Start with a verbal “2x4”

You’ve got to hit them over the head with an emotional motivator.  And that means you start with the envelope.  Remember-- gain or loss--it has to be right there on the outside, in bold. (When was the last time you rushed to open a plain white envelope?)  Two examples:

Gain-- “We Put a Money-Making Miracle in this Envelope.”

Loss-- “Throw This Away and Work Hard for the Rest of Your Life.”

Okay.  They’ve opened the letter and what do they see?  A boring paragraph about your leadership in the industry?  Stuffy sentences about commitment, innovation and dedication? 

Whoosh.  In the round file it goes.   

Time to visit our key motivators--gain or loss. Again, it’s got to be there in a headline they can’t miss.  And it must reinforce the headline that compelled them to rip open that envelope. Both headlines must dovetail in their message and emotional impact.

Example: “Finish reading this letter and you’re halfway to becoming rich.”

Next comes the all-important body copy.  What to say to leave them begging for your product. For this we go right into the consumer’s emotions, mining for clues to the perfect selling pitch. 

What’s the problem? 

A while back, McDonalds was beating the pants off its competitors. So Burger King hired a big powerhouse ad agency to gain them market share. They tried everything--analyzing secret sauces, elaborate contests, toy tie-ins. Nothing worked. Finally, they sent out questionnaires, did focus groups, and literally stopped people on the street.  And you know what they discovered?  Not what consumers liked, but what they didn’t like about hamburgers. For on thing, the leading hamburger came practically “factory made” with everything on it.  Some folks liked pickles, others hated onions or mayo.  That was “the problem.” The solution was simple: hamburgers made to order, followed by the now all-too-familiar slogan “Have it Your Way.” The point is, you’ve got to find and exploit your consumer’s problem.  And make your product the hero. 

Life without your product--miserable

So, you’ve succeeded in getting your reader’s attention. You’ve discovered their “problem.”  Now it’s time to remind them how many ways that problem affects their lives. If you’re selling a cordless electric lawnmower, you’ll want to remind them of all the headaches of their old gas powered mower.  Like running out of gas, finding the gas can, taking it to the gas station, driving back with a can full of smelly gas in the car, maybe spilling gas on the carpet. Once at home, there’s the annoyance of yanking the starter until your arm feels like a wet noodle. And the fire danger of having a can of gas in the garage with kids playing near it.  The point is, you want to paint a very troublesome picture of life without your product.

Life with your product - absolute bliss

Now that you’ve raised your reader’s interest by making them feel the pain of life without your product, it’s time to provide your solution.  Here’s where you’ll briefly introduce yourself and your product or service.  No more running out of gas, no more smelling gas cans in your new car, no more yanking that starter cord till your arm falls off.  Just flick the switch and you’re ready to mow. Plug it into your electric outlet and it charges overnight.  Your worries are over. You go on and on, hammering home the fact that your product or service is the perfect solution.  At this point, your reader will probably ask, “Sounds interesting, but who the heck are you to think you can solve my problem? I never heard of you.”

Credentials time

Here’s where you build trust by detailing key facts that build confidence in you and your company. You could start by listing some testimonials from satisfied customers.  If these come from people in the industry who your prospect is familiar with, so much the better.  And if you can get photos, phone numbers and so forth, it will add even more to your credibility. This is also the time to mention how long you’ve been in business and any articles that about your company and/or its products that have appeared in the local or national media (these can be particularly valuable, since they come from an impartial source).  

Now that you’ve assuaged their fears about doing business with a complete unknown, they’ll want to be totally sold about your product or service.  Here’s where you go into detail.  And this is the perfect time to do so, because you’ve established trust. They won’t be thinking about who you are, but what you can do for them--how you’re going to solve their problem.  

Detail benefits, not features

A key caveat here.  Don’t get your reader quagmired in “Featurespeak.” It’s easy to do and it’s what most unskilled writers fall victim to.  Featurespeak is for your sales team, not your potential customer.  Avoid things like “Our new cordless electric mower features the X9T Autoflex handle, or the PT600 Zenon Battery. Better to say, “Our new electric mower’s handle easily adjusts to your height for maximum comfort.” Or “The easily rechargeable battery lasts up to 5 years without replacement.” If your product or service has more than three major benefits, list them in bullet point form to make them easier to read.  

Make them an offer they can’t refuse

This is the crucial part of your sales letter. Your offer should be compelling, irrefutable and urgent. You want your reader to say, “This is a great offer, I’ve got nothing to lose but my problem.” Try to combine the big 3 in your offer--irresistible price, terms, and a free gift. For example, if you’re selling a cordless electric mower, your offer might be a discounted retail price, low interest rate, and a blade-sharpening tool.  Try to raise the perceived value of your offer by adding on products or services--for electric mowers, it might be an extended warranty or safety goggles.  Augment this with compelling benefits these additional products or services will provide. 

Assuage with a guarantee

There’s a little voice in the back of every customer’s head that whispers, “Buy this and you’ll be sorry.” So make your offer bulletproof.  Take the risk out of the purchase. Give the absolute strongest guarantee you can.  It tells your reader you’re confident in your product or service.  Enough so to back it up with a strong guarantee. Don’t be afraid to make this final commitment.  

Motivate the procrastinators

So they’re reading your letter and are pretty convinced that your company and your product or service can solve their problem.  They want to buy.  The mind is willing but the flesh is weak.  Time to bring in our key motivator—fear of loss.  One way to tap into this fear is by convincing your reader that because this is such a good deal, only a scant few mowers remain.   Or that the extended warranty is being offered only for the next few days, or for the next 50 customers.  Our old motivator--gain--can be used here as well.  Example: “Buy now and get a $20 gift card--FREE!” 

Call to action - KISS

You and your staff know what readers need to do to buy your product or service, but your readers are inundated with offers every day. And each offer has a different procedure for buying. Give them a break and walk them through the order/purchase process. And KISS (keep it simple stupid). Use simple action words like “Pick Up the Phone and Call Now!” If your phone number spells out a catchy slogan or company name, always add numerical phone numbers. If they need to fill out a form and mail it, say so.  And if possible, use large type on your form—especially if you’re selling to seniors.  Be clear on what they’re ordering and for what price. 

ABC!

Follow Alec Baldwin’s admonition in the movie Glengarry Glen Ross - “ABC…Always Be Closing.” Sprinkle your call to action throughout your letter.  Ask for the order.  Then when you give the call to action at the end of the letter, it won’t come as a surprise, but just another reminder.   Better still, if they’re ready to order halfway through your letter, they’ll know what to do.  

Postscripts are magic

Nobody reads postscripts, right?  Wrong. The P.S. is the third most read element of a sales letter - after the headline and any picture captions. The top wordsmiths use several (P.P.S) in their letters.   It’s one of the best places to remind readers of your irresistible offer.  But you have to be brief and compelling, establishing urgency and value, and drawing on your key motivators of gain and loss. 

Drive it home on the order form

The order form is where some of the greatest sales are won or lost.  It’s where that little voice in the back of your customer’s head comes alive once again and says, “You’ll be sorry” or “You sure you want to buy this now?” It’s what I call Preemptive Buyer’s Remorse.” Time to bring in our top gun persuaders--gain and loss--one last time.  Use the same persuasive arguments as before--only be brief, more compelling and urgent.

Do you want the steak knives or the El Dorado?

Okay, you’ve got the prized Glengarry leads. And the formula for writing a winning sales letter. Start by knowing your prospect’s problem, then drive home key benefits using the emotional motivators I’ve described. And don’t forget Alec Baldwin’s other maxim, AIDA--Attention. Interest. Decision. Action.  Get their attention, build their interest, convince them it’s the right decision, and finally, urge them to act.  Good luck.  You’ve got 26 letters in the English alphabet.  How you use them can make all the difference …between getting the steak knives or the Cadillac El Dorado.

SEO Copywriting Makeover: Finding the Right Trigger

You've got a great product or service.  Now, how do you make buyers sit up and take notice?  How do you get them excited about what you're offering?  You have to pull the trigger.

There is at least one trigger for every product or service on the market today.  Finding it is the hard part.  Once you determine what will set your customers in motion, you've won half the battle.  This was the case with ForecastWatch.com. 

With a new site, the owner of ForecastWatch.com (Jeff) was unsure of what to do with the copy in order to connect with his site visitors and cause them to take the action he wanted them to take. Not to mention, Jeff wanted to rank highly with the engines as well, so search engine optimization (SEO) had to be taken into consideration, along with the selling aspects of the copy.

The Problem

The only real problem was finding the right trigger.  The original site had little to no usable copy.  That's not an insult; it's the truth.  Jeff knew he needed help from a professional copywriter, so he spent little time on the site content.

The Solution

To determine the most powerful trigger, I took a look at all the segments of ForecastWatch.com's audience.  It was broken down into three distinct types of customers.  They were all interested in the most reliable weather forecasts possible, but for three very different reasons.

One group was made up of meteorologists.  Their obvious interest was in being able to provide the most accurate forecasts to their viewers and listeners.  A second group was compiled of weather risk managers.  It is the job of these professionals to accurately assess weather for industries such as the stock exchange, construction, transportation, national defense and more.  The last group needed weather forecast accuracy for personal reasons, usually as a hobby or for sports reasons (coaches, etc.).

While the last group was primarily interested in the weather as amateurs, the first two segments (meteorologists and weather-risk managers) have a lot on the line when it comes to weather forecast accuracy.  Their reputations and their jobs are on the line.

And that's the trigger!  I put it right up front in the headline, which read:

ForecastWatch.com
Because Your Reputation Depends on
Being Right About the Weather

The headline hit the nail on the head.  It got the attention of weather professionals, was of great interest to hobbyists and included part of one of Jeff's keyphrases.  The last word in the headline (weather) tied into the first sentence of the copy and, thus, created a keyphrase.

Keep in mind that engines don't read spaces or line breaks or punctuation within the copy, so having one word of a keyphrase in the headline and the remainder of the keyphrase in the first sentence of the copy is an excellent way to make the copy flow and keep in line with SEO protocol.

Now, the task would be to keep that same emotional twist and energy throughout the copy.  With the old copy, Jeff had no rankings with the engines for his chosen keyphrases, so the optimization of the copy needed to give him a presence.

The Rewrite

In the opening paragraph, I touted the praises of weather professionals, letting them know their expertise was recognized and appreciated.  I also used one keyphrase twice and the second keyphrase once.  In addition, I used the individual word "weather" and substituted "specialist" for "risk manager" in some instances to add to the flow and give a well-rounded environment for the spiders and bots.

Next, I provided a good overview of what ForecastWatch.com offered.  Again, a keyphrase was used in the headline (because it worked for both the visitors and the engines, not strictly for SEO purposes), and a keyphrase was used in the paragraph.

Finally, the copy was broken out into segments that targeted specific individuals.  This gave them precise information on what benefits ForecastWatch.com offered them.  Boxes for meteorologists, weather risk managers and weather enthusiasts were created. Within the copy for each block and again in the anchor text for links to internal pages, keyphrases were used where appropriate.  These boxes lead each visitor to information that was most relevant to him/her.

The Results

I always like to let the customer take over in this section.  Here's what Jeff had to say about the rewrite of his home-page copy.

"Traffic has steadily increased, and I've gotten a lot of leads and my largest non-weather-company business customer from Internet search.  The rewrite helped me with more than just the website.  It helped me to define my business goals and to articulate them in other marketing materials as well."  In addition, rankings continue to rise with current positioning in the top five for one of his keyphrases.

Take the time to do a little research.  Put yourself in your customers’ place.  Uncover what's most important to them, and you'll be rewarded with greater conversions in the long run.

Should You Write a Long-Copy Ad or Keep it Short?

Okay, you’re ready to write the ad of a lifetime.  The one that will pull like crazy and leave them begging for your product like Somalians for food.  So, do you whet their appetite with a short and sweet ad?  Or write a long-copy ad that’s stuffed with information?  

The 80-20 rule says 80% of the people only read the headline (and maybe a caption, if you have one).  But the fact is, readers will read a long-copy ad.  One McGraw-Hill study looked at 3,597 ads in 26 business magazines. What they discovered was that ads with 300 or more words were more effective that shorter ads in creating product awareness, inducing action and reinforcing the decision to buy.  Another ad for Merrill Lynch crammed 6, 450 words into a single New York Times page.  It pulled over 10,000 responses— even without a coupon!  The truth is, the reason people read ads has nothing to do with copy length.

“Nobody reads long ads…” and other urban ad legends

People shun too many of today’s ads—long or short—because several misleading myths have stubbornly remained with us. Things like “negative headlines are a downer since people want to feel good when reading your ad.” Or “show the product or they’ll never know what you’re selling.”  Then there’s the stuffy axiom, “there’s no place for humor in business advertising. “ Or the ubiquitous saw,  “all your ads should look the same, blend in or be swallowed up.” The list goes on and on.  Presented with unabashed hubris by the high priests of advertising.  The basic fact is, ads really fail for three reasons.

Your ads are all about you

You’re telling customers what you want to hear, not what they want to know.  Impressive sounding features are fine to motivate your sales force, but your customer is only interested in one thing: “What’s in it for me?” This offense is particularly egregious in business-to-business advertising, which is infamous for its addiction to phrases like “the XP90 does it all” or “now with Duo-Pentium Processor”—without a hint of what these features do.  Also contaminating many of today’s ads are such chest-pounding headlines as “Taking the lead,” “The promise of tomorrow, today,” or “A tradition of quality.” They sound good but say nothing. 

Your ads are boring

You’ve got to break the boredom barrier—big time.  Many ad gurus say blend in, be one of the pack and survive.  No wonder so many ads look alike, proudly showing big pictures of their products, or worse yet, featuring a giant photo of the company’s CEO—usually with a caption that’s been scrubbed clean of originality or compelling information.  If you want people to stop and read your ad, you have to make the ad more interesting than the editorials in the publication you’re in.  Give them real news, a fresh new way to look at what you’re offering them.  Stand out from the crowd.   Start trends, don’t follow them.  One of the most interesting car ads I ever saw showed the car only sparingly; instead, it featured an animation of a human heart beating furiously to the soundtrack of an accelerating engine.  Breakthrough stuff. 

Your ads don’t make human contact

They’re not reaching readers on an emotional level.  We all want to be liked, appreciated and loved.  We want to feel secure in our lives and our jobs.  So be a mensch.  Create ads that touch the soul. Use an emotional appeal in your visual, headline and copy. Don’t just show a car on the road; show the guy captivating his sweetheart with the car.  If your buyers were on the moon, would they care about your car’s styling?  No.  They’d get an ugly, crawly vehicle that got them from crater to crater.  Selling computers to business? Show the guy getting a raise or promotion for selecting your latest model.  You’re selling the emotional end result, the human need-based bottom line, not a box, or vehicle with four wheels and an engine.

So if you’re struggling with the notion of whether to write a long- or short-copy ad, you can do both and still get results.  The key is not length or lack of it, but information, interest and involvement in your customer’s needs.  These are the ingredients to creating a successful ad.

So You Want To Be A Copywriter?

Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something that I should be doing.

I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the 'Copywriting Industry' I didn't realise we had an industry! If we have, it's surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.

"Well what about advertising and marketing agencies?", They enquire. "Well what about them?", I ask. And so it goes on and on until they realise that a copywriter who works for a structured and institutional organisation, is a totally different animal to that of the freelancer.

Institutional versus Freelance 

So what are the differences between them? There are many. Let's look at the agency writer. He or she is likely a talented person with creative skills and a good command of the English language. They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.

Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests of their company, will decide whether it's worthy of publication.

After a couple of years, doing similar 'run of the mill' stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor. And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously. They'll play it safe. Well wouldn't you?
Eventually, their creative awareness and talent may break through the institutional membrane and they'll want to move on. They'll want to do something for themselves. They may even become a freelancer.

A freelancer is just about anyone with a passion and a flair for writing. Some have started out on their career path by working for agencies, some have graduated in English and just feel 'qualified' to do the job, whilst others come into the 'industry' from a variety of other routes.
By whichever means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and every style humanly possible. But there's more! You will have to meet deadlines, sometimes work for less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!
What does it all amount to? What's the bottom line? 

Let's summarise thus far.

A copywriter working for an agency will work in a nice warm office with nice friendly colleagues, writing simple institutional letters, brochures, ads and information packs. They'll be paid somewhere between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a steady secure position.

The freelancer's life is not so clear cut. They mostly work on their own, write all kinds of stuff about everything and wonder where their next packet of fags is going come from. They only take short breaks, get stressed and slag everyone off at any party. 

They're self-employed, so have to keep accounts. They have to buy all their own stationery, stuff their own letters and post off their mailings. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown clients through some online freelance website. The pits!
Sounds terrible doesn't it? Then why do we do it?

The uncovered truth about freelancing 

Well, obviously I can't speak for everyone so I'll tell you why I do it and how I do it. "Listen up" The main reason I write for a living is because I love it. I've always been a creative person so writing comes as second nature. And let's face it, it's not very difficult to do. 

I love the challenge that each assignment brings. I have ghost-written several books for clients and each has been on a completely different subject. The downside of ghost-writing is having to sign away all rights to the work, which means you can't showcase it or put it in your portfolio. The client gets all the credit for your masterpiece.

I've written many articles for websites, emails and sales letters. I write poetry, humor and boring stuff like FAQ's and product information. But I'm never bored because the work can be so varied.

Then there's the money of course. A good freelancer should be able to make around 50K a year. Some make less but some can make over 100K a year. There really is no limit. Make a name for yourself and not only will you be earning a good living, you could possibly find yourself in the enviable position of being able to pick and choose the work you do.

Still want to be a copywriter?

Good! Now let's dispel a few myths by answering a few questions that I get asked all the time.

The 6 Most Frequently Asked Questions

1. Do you need a formal education and a degree?
   No way! Although most agencies will only employ graduates, there's no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you're a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter.
2. Can previous work experience help?
   Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.
3. I don't have a portfolio. How can I get work?
   Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.
   
4. Where are the best places to get work?
   
   You could try contacting marketing agencies by way of a letter of introduction, but don't hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door to door delivery. Contact them by letter, listing your services and your rates.
   When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you're up against it. Still, I think it's worth the experience. I get some of my assignments this way.
   

   Build a website or have someone do it for you. I'm of the opinion that all businesses should have a website if they want to stay in business. 
   Create a mail shot and work your way through your local Yellow Pages. Sell yourself. It's what you will have to do anyway, so get used to it.
5. What should I charge for my services?
   

   This is just a guide. You'll instinctively know when you've become established.

   A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalise. If you want #10 an hour, that'll be #20 for the job. Don't bother quoting a price per word as you'll find yourself writing a load of drivel in order to fill the pages.

   Again, once you're established you can charge what you think your work is worth. It's not uncommon to charge #400 for a 6 page sales letter, if you're good.
6. What do you think is the most essential skill of a successful copywriter?
   If you can't do this, you won't be very successful.
   "Write as you talk"
   That's it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to 'speak' to your reader and stir their interest, their emotions, their desires.
   If you're trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It's a call to action.

Still think you have what it takes? 

Then go forth and return with the bountiful harvest of your creative genius!  If you want to know more, and there is a lot more, subscribe to my newsletter.

Good luck and warm regards.

The Best Place to Put SEO Copy on Your Web Page

It seems like a funny question to me, but it gets asked a lot.  "Where should the SEO copy go on my Web page?"  That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.  

For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it.  Not true.  The spiders will find the text regardless of where it is on your page.  Others say all your text has to be in one block.  Also not true.  The spiders will find the text regardless of where it is on your page.  

Other statements I've heard regarding text placement include:

1. ·Your headline must appear at the very top of the page.
2. ·Copy placed inside tables throws the search engines off.
3. ·Copy must be positioned above the fold to be found by the spiders.

None of these are true.  The spiders will find the text regardless of where it is on your page.  (Or did I already say that… twice?)  This is true in 99.9% of the cases, with only some very rare exceptions.

So where is the best place to put SEO copy on your Web page?  Wherever it makes sense to the site visitor!

Spiders will find your text regardless of where it falls on the page.  Want proof?  Here's a test.  Go to Google and type in any working URL.  When the result comes up for that site, click on: "Show Google's Cache of…"  In the box that appears at the top of the next page, click on this option: "This cached page may reference images which are no longer available. Click here for the cached text only."  What do you see?

You see exactly what the search engine sees.  If the text appears in this text-only cache, that means Google's spider can read it and index it.

Put Copy Where It Is Most Beneficial to Your Visitors

Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor.  This is where your focus should always be.  The people who have the money come first; the search engines come second.  :)

If it makes sense for your visitors to see your headline as the first thing on the page, then put it first.  If a graphic design element makes more sense, then put that first.  If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.

If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors' steps.  Then add short copy segments that quickly describe what is offered for each specific product.  Even though the copy is scattered all about the page, the engines WILL find it.

When it comes to copy placement on your Web pages, don't agonize over what the engines want you to do.  Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas.  The spiders will find it with no trouble at all.

The Bible - The Source Of All Copywriting Secrets

I've been a student of the Bible for practically all my life. There is a lot of reason why this book remains the number one best-seller year after year. I think that it is the source of ALL wisdom, yes, including successful copywriting!

What do I mean by this? 

Simply put, every copywriting strategy can be found FIRST in the Bible. This may appear to be a strong statement but I challenge the reader to prove otherwise. As I did the research for my latest ebook "77 Ways to Skyrocket Your Website's Conversion", I kept saying to myself "but that's in the Bible … that's in the Bible."

I would like to take a look at FIVE copywriting principles and show you that they are as old as the Scriptures. This article is not meant to 'convert' you so read with an open mind ... ready? Let's go!

1. Stress benefits not features.
   
   
   It's the Garden of Eden. The serpent approaches the woman Eve to get her to take of the forbidden fruit. Does he rave about the color, taste and texture of the fruit? No, he sells Eve on benefits. "Your eyes will be opened, you will be like God ..." (Genesis 3:4). Now that's a benefit, not a feature at all. And did Eve fall for it? She surely did.
   
   
   That may seem like a 'negative' example - a plain deception. But look at what the book of Revelation promises the "overcomer". Eternal life, health, recognition, wealth and mansions without mortgages.
   
   
2. Use lots of testimonials.
   
   If you have just a cursory knowledge of the Bible you know that the gospels of Matthew, Mark Luke and John make up the first four books of the New Testament. They all cover the same ground and share many common stories. So why would we need four different people saying practically the same thing?
   
   You see they all wanted to tell THEIR story about the Rabbi Jesus Christ. So the writers (all satisfied customers) relate the life-changing encounter they each had - the more testimonies the better.
   
   The entire Bible relates stories of peoples encounter with the supernatural and how it affected their lives. In fact, Jesus related to the disciples after His miraculous resurrection that all the Old Testament was really about Him.
   
   
3. "Create a damaging admission and address flaws openly"
   
   That's the title to chapter 3 of the master copywriter Dan Kennedy's book "The Ultimate Sales Letter". He goes on to explain that if you openly admit the drawbacks of your offer then your credibility goes up instantly with the customer. For example, your price may be higher than your competitors so you may say: "If you are looking to save a few bucks then you can find many other companies who will be willing to give you some 'quick fixes'. But we provide a very thorough and expert service, hence the higher price" You are admitting that you are expensive but showing why - the customer gets a superior service.
   
   In the gospels we see many potential disciples who wanted to follow Jesus and he told them openly that it was a sacrificial walk. He told them in no uncertain terms that it involved a "cross", leaving father and mother behind, even possible death - but you will gain eternal life in the process. Talk about a "damaging admission.
   
   
4. Place a limit on your offer to motivate procrastinators.
   
   This is a very important element of the "call to action" section of any sales letter. Humans are naturally procrastinators. We always put off what should be done now for a 'later' that never arrives. That is why the copywriter must show that supplies are limited or the special offer is for a 'limited time only'.
   
   In many 'call to action' sections of the Bible we see the same warning to procrastinators. "Today if you hear my voice do not harden your heart .." (Hebrews 3:7). In the story of the great flood procrastinators were found outside the ark. Jesus told the story of the covetous farmer who built bigger barns to store his grains not knowing that death would come knocking on his door that very night.
   
   Jesus never sent one of his listeners to go away and think about it. Today ... now, was the only time that anyone had. His message was "ACT NOW!"
   
   
5. Research your potential customers to know their problems and needs.
   
   Dan Kennedy refers to this as "getting into the customer". Getting into the head and experiences of the customer -walk in his moccasins.
   
   The whole Christmas story is about Jesus getting into the skin - literally - of the customer. The writer of Hebrews says that Jesus is touched by our feelings and infirmities. He became like one of us so that He may understand "the customer" better. That is why he could speak to the needs of the human heart with such authority because he knows what is in man.
   

I've just briefly looked at 5 copywriting principles but this applies across the board. Whether you accept the Bible as just another book or as inspired writings, there is no denying that the principles are there.

I would love to hear from the reader if he or she would like to challenge me on finding a useful copywriting principle that's not in the Bible.

The most sacred secrets of copywriting services

Successful copywriting is one of the most important elements of your advertising.  It attracts attention of your potential customers and makes your message memorable and it might induce your clients to take some actions. Many research in psychology show that words may affect our vision, they may either change our depressed mood or uplift our spirit.  Words can convince other people to hold a particular point of view or adopt certain way of live or belief.  Words, in short, are ones of the most powerful tools in the communication process. You and your customer are communicators. The task of every copywriting text is to grab the attention of the visitors on your web site and encourage him to explore your site further. The ultimate aim of your web site content is to induce your customer to purchase your products and services.

How to get these results? The answer is by writing the copywriting copy. Either by yourself or by some copywriting services. Each copywriting copy should comprise several indispensable elements: it should posses intriguing headline, well-written, coherent and logically structured text as well as encouraging final paragraphs. Moreover the most effective copywriting copy must communicate directly with your customer, do not try to communicate with the group of people; use the word “you “in your copywriting text. “Our clients will value our products” sounds weaker than “You will want to value our products”. One should not forget that one must start writing and designing the copywriting only after the marketing research has been conducted. Effectiveness of your copywriting copy depends on how well you have evaluated your market, the advertisements techniques of your major competitors and the demands of your potential customers.

Do not forget that you must target only those persons who are really interested in the products and services that you provide. The persons who are interested in ski resorts visit other web sites that individuals who evince their interest in the manufacturing of the cars. It is easy to follow this rule in real life; however it is not so easy in virtual, online environment. In order to get your site to the right people at te right time one should conduct keyword research before starting the writing of the content of your web site. These are just several useful tips that might help you in the writing of your content. It might sound simple and it might be easy, yet it is advisable to hire some professionals who have knowledge and experience in the writing of the web sites.  Remember that if this task is performed incorrectly, it might harm your business and entail negative consequences for it for many months to come.

The NEW Secrets to Copywriting That Sells

Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.”  Benefit headlines, benefit copy, benefit subheads, benefit captions. anything to hammer home the customer benefits.

Benefits are still a vital key, but today, copywriting needs much more than just benefits.  To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.

There are 6 main reasons why.  I call them The New Secrets to Copywriting That Sells.

The “Yahoogle” effect

Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips.. for free.

Here’s what that means to your marketing:

Internet search engine rankings for your business/product/service are vital.  Most people search on the internet for things they are interested in. 

• People won’t pay for information they can get online for free.  You can’t succeed selling generic basic plain vanilla information any more. 

• You can’t get away with outrageous claims.  Everything you say can be checked out in an instant. 
• Many people comparison shop on the internet before making any purchase.

Solutions: 

• Use search engine optimization (SEO) to get your website ranked high. 
• Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases. 
• Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold. 
• Your offering must be extremely differentiated from the competition – or else you’ll end up having to compete on low prices alone. 
• You must make it clear – very quickly – that you are providing something they can’t find elsewhere online for free.

Advertising Overload Filter

In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day.  Therefore, to maintain their sanity, most people have become more immune to advertising. 

They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two. 

So, to succeed today – marketing must cut through the “advertising filter” and get attention and interest from target prospects. 

Solutions: 

• Don’t send out “advertising.”  Instead – send out valuable helpful information.  Make it something that will obviously benefit your prospect just by reading it.  Weave your sales pitch into this helpful information. 
• Make your marketing look and sound valuable. 
• Use specific numbers. 
• Make a great offer.  You can “buy” a new customer this way and profit from their Lifetime Value (LV). 
• Consider a free offer to get prospects/customers into your marketing funnel. 
• Be outrageous, crazy, unique – if appropriate. 
• Be personal, corny, homey – if appropriate.

Super SKEPTICISM

You may be the most honest person in the world.  Your company may be the most honest in the world.  But all your potential customer knows is there are a lot of dishonest people out there.

Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily.  And many people simply disregard claims that sound “too good to be true” today more than ever.

To succeed today, you need to add heavy credibility to your marketing.  This will reduce the risk or fear people may have about doing business with you.

Solutions:

• Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.
• Offer a free sample or free trial.
• Offer a risk-free, money-back guarantee.
• Sign your name to the ad or sales letter.
• Use a photo of the person writing, product photo, business photo, employees photo.
• Use customer testimonials extensively.
• Use case studies.
• Use lots of specifics.
• List your physical address, phone, fax, email and business hours.
• Have an “expert” be your spokesperson.
• Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.
• Don’t make claims that could sound “too good to be true” – even if they are true.

The Entertain-Game Society

Today, entertainment is everything.  Even hard news websites are full of flash, video, audio, surveys, contests, games, etc.

So, use this new environment in your marketing as an advantage.  Look for ways to entertain and get prospects involved with your marketing promotions.

Solutions:

• This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.
• Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.
• Surveys with results
• Self-tests with answers
• Trivia
• Celebrity spokesperson
• Games
• Streaming audio and video
• Humor – if appropriate

The Right Now Factor

The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.

More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering, instant payment, instant confirmation and, in many cases, instant downloading of product.

Solutions: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY.  Play up how fast they will get their product, premium or first issue.

The Bonding Factor

We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?

Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.

Today, you need to be seen as a guide and friend first, and a helpful confidant second.  If you even smell like just a greedy salesperson, you will lose your advantage.

Solutions: Be likeable, friendly, personal, passionate, unique and different.  Be authentic – a person and company that your prospect can genuinely bond with.

The One Word Every Prospect Craves

It’s arguably the most important word in the copywriter's arsenal. It ranks right at the top with words like "free," "new" and "savings."

I’m talking about "you." 

"You" is the word that gets your prospect’s attention and keeps them involved. As Herschell Gordon Lewis says in The Art of Writing Copy, "Unless the reader regards himself as the target of your message, benefit can’t exist. Benefit demands a ‘We/You’ relationship." 

While the "We" in the "We/You" relationship is important, it’s better implied than communicated literally. If your goal is to put prospects first, then it’s best to have the "you’s" far exceed the "we’s." 

It’s the "you’s" that matter to prospects. They’re your workhorse for communicating your message and include all derivatives such as "your," "yours," "yourself," "you’re," and "you’ll." 

Powerful ‘You’ 

What makes "you" so powerful? For one thing, it addresses your readers directly. In effect, it says "Hey you," which is much harder to ignore than "Hey somebody." Say "Hey you" in a crowded room and a lot of heads will turn. Say "Hey somebody" and a few heads might turn. 

While your copy won’t actually say "Hey you," it can clearly identify to whom you’re talking. Once you have your audience's attention, use "you" to help keep it. 

Personal ‘You’ 

Why does "you" get and hold attention? For one thing, it’s personal. It’s used in personal conversation every day. What do you think? How was your weekend? You’ll be glad to know.

When people say these things to you, they’re bound to get your attention and involvement. After all, they’re interested in your opinion. They’re interested in the things you do. They have something to tell you that will make you happy. 

That’s the goal of you-oriented copy. Address your audience directly, personally and in terms of their interests. Be conversational and "you" will pop up in the copy naturally. 

Counting ‘You’ 

It was mentioned earlier that "you" is a workhorse. A classic example is contained in "The Do-It-Yourself Direct Mail Handbook" by Murray Raphel and Ken Erdman. They highlight a "Newsweek" magazine subscription letter used for nearly two decades. 

The subscription letter was written by direct mail expert Ed McLean, who used "you" nearly 30 times on the first page alone. More than 100 million copies of the letter were mailed, a testament to its effectiveness. 

Try counting the "you’s" (and "you" derivatives) in your copy. Compare them with the number of "we’s" and first-person derivatives. If the "you’s" don’t outnumber the "we’s," consider reworking your copy. 

Excessive ‘You’? 

Can you overdo "you"? Yes. 

If you load your copy with "you’s" but forget the benefits, your message will have a phony ring. 

"You" can’t save you if there’s nothing meaningful to offer your audience. Likewise, it will help put you over the top if there is.

The Secret Power of Words

If the best way of communicating with prospects and existing customers was through sign language, we’d all have to learn to sign. Or if the best method of communication proved to be some kind of mutually understandable code, we’d all have to learn that code in order to say anything. Thankfully, our communication process is much more simple…or is it?

A sales person has the benefit of meeting his prospect face to face, and will be able gauge his pitch according to visible response signs displayed by his prospect. An experienced salesman will instinctively know from the facial expressions and body language of his prospect, whether he’s hitting the right buttons. This is usually indicated by the prospect’s head nodding up and down combined simultaneously with a beaming smile and wide-eyed appreciation.

A telesales person has much less to go on. They can only judge response to their sales pitch through the prospect’s answers to questions and the actual tone of their voice. Most telesales people find their job easier when they try to imagine the look on their prospect’s faces while they’re talking to them. But, the deciding factor will almost always come down to the tone of voice deployed by both parties.

The Internet and Direct Mail Marketer have no such advantages over their prospects. They can’t see them and they can’t hear them. Their only weapon in their armory of sales pitches is their written word.

How we communicate through our written words holds the absolute key to successful selling online and offline. Whether it’s a sales letter, an email or ad, the written words must convincingly convey the sales message directly into the prospect’s mind. But first, you have to get your prospects to actually read your message, and usually this very first hurdle will claim many, many casualties.

Getting someone to read your sales pitch will almost certainly depend on your headline. Your headline is your introduction. Your ‘hello’, your ‘hey you’ and your ‘listen up’. If your headline doesn’t grab the attention of your prospect within two seconds, it’s goodbye and farewell.

Other important aspects of a ‘killer’ sales message are sub-headings. Sub-headings are generally used to maintain interest throughout the copy. But they’re also included for the benefit of prospects that first scan your message before deciding to read it in full. To some degree, they’re almost as important as the headline itself.

Then there’s the body copy. It’s here that your copywriting talents and skills should really shine through. Here you have the opportunity to use any words in the English language to describe and explain in fine detail, the benefits and features of your product or service on offer. And the English language is positively rich in adjectives, so there can be no excuse.

But the real secret to creating captivating copy is to use ‘sense’ words. That is, words that arouse the senses. Touch, see, smell, taste and listen is what we instinctively do every day. They represent our human survival mechanisms and for the most part, we trust them. Other mammals rely on them totally. 

When you use sense words in conjunction with emotionally fuelled trigger words,   you can elicit all kinds of responses, which can be carefully channeled into the heart of your message for maximum impact. Harnessing words for profit in this way is a skill, and it’s a skill that every online and offline marketer needs to fully comprehend.

Learning to write outstanding and emotionally charged sales copy is not an essential requirement for business success, but recognizing the effectiveness is.

Never underestimate the secret power of words.

Top 10 SEO Copywriting

 What would happen if…?  I'm a person to always ask that question.  I love testing and tracking to see what factors can improve or worsen a situation.  So, it was only natural for me to track the moves of a little experiment I did involving SEO copywriting recently.  I'll gladly share my findings with you.

Before I do, however, I want to make a couple of things very clear.  The outcome of this experiment will not be the same for every keyphrase on every page of every site.  There are too many unknown factors at play in the overall SEO equation.  Not to mention, all keyphrases are not the same, and all sites are not the same.  In addition, this experiment takes no account of link popularity, which is a huge factor in achieving high rankings.  With that said, let me show you how I took the home page of one of my sites - that didn't even rank in the top 50 - and caused it to rank in the top 10.

First of all, I'm not a big fan of checking rankings on a regular basis.  I don't run ranking reports for all my sites to be sure they are all in the positions I want them in for every given keyphrase.  I'll do it from time to time just to satisfy my own occasional curiosity.  This experiment began when I noticed the home page of one of my sites was ranking highly for a keyphrase that didn't seem to appear anywhere in the text.  Upon further investigation, I saw that the keyphrase was included in the ALT tags (a.k.a. image attribute tags) and that it was also included in the title tag. 

I knew ALT tags previously carried a lot of weight with the engines, but had been downgraded in importance because site owners had badly abused the tag.  Had ALT tags been reinstated in their level of importance?  I decided to find out.

Keyword #1 was currently in the ALT tags and the title tag, so I decided to eliminate the keyword in the title tag.  This would let me see if the ALT tags alone could hold the position in the search engine results pages (SERPs).  To make things more interesting, I also decided to research and find a keyword that was a little more competitive and insert it into the title tag.  On the same day I removed Keyword #1 from the title tag, I inserted Keyword #2.  My home page was not ranked in the top 50 at that time for Keyword #2.

A few days later, the Googlebot came by and boosted my home page to position #18 for Keyword #2.  Not bad!  The page fell one spot (from #17 to #18) for Keyword #1 since the removal of the phrase from the title tag.

Keep in mind, these are not the most competitive keywords ever known.  They each got between 100 to 200 searches a day.  Also, the home page of this particular site had been (and still is) well ranked for years for other keyphrases and had a positive legacy with Google.

Five days later, Keyword #2 was moved up three notches to a ranking of #14 while Keyword #1 stayed the same.  Things remained in their status quo for roughly 10 days and then began to shift again.  Keyword #1, the original that was previously in both the ALT tags and the title tag, vanished completely.  It was not found in the top 50.  Keyword #2, that was only found in the title tag and nowhere else, dropped to position #25.  

Four days later, Keyword #2 was back up in the rankings and was now at #16. To see if I could improve rankings further, I began to make small tweaks to the page attributes.  I added Keyword #2 to the ALT tags (taking the places where Keyword #1 had once been), and I also added Keyword #2 to the body copy.   The keyphrase was added to one, bold sub-headline and at three places within the body copy: none of which were above the fold.  It was not added to any primary headlines that used <H> tags, and no keyword density formula was followed for the body copy.  No other pages on my site used this term as anchor text in links pointing to the home page.  That gave the page keyword placement in the:

• Title tag
• ALT tags
• Body copy

Seven days later, the home page hit the top 10 for Keyword #2!

So, what does all this mean?  Simple.  There is no single primary factor in search engine rankings.  It takes balance, testing and tracking to find out what works for your particular pages.  Your best bet is to do exactly what I did… begin one step at a time and track your progress.  Did something cause a positive movement?  Keep it.  If something causes a negative shift, take it out.

I'm not finished with this page yet.  I'll keep trying different things from time to time just to see what happens.  Maybe I'll add anchor text links from the internal pages to the home page.  I might try writing articles with keyword-rich anchor text links to help boost the rankings more.  There are many acceptable practices I can implement for this page (or any page) that will allow me to observe the shifts in ranking.  As the old saying goes, "Don't put all your eggs in one basket."  A diversified approach to SEO copywriting that includes tags, copy and links is always a wise start down the road to top 10 rankings.

Useful tips how to make your content sell

 Whatever niche of the market you operate in, you should always have direct, convincing and appealing communication with your existing or potential clients. Steadfast and returning customers will undoubtedly judge you by the quality of the products or services that you provide. They might recommend your company to their acquaintances, friends or relatives; yet majority of persons who do not know your company will judge you by the text that you present on your web site, your web content counts. Attracting and convincing content can really perform the miracles. Many of us know that the memorable phrase can influence our decisions, can transform our understating of existing situation and induce us to take some actions. Copywriting does the same; in a nutshell copywriting is a written message, text or content that promotes your business and induces your customers to purchase the products or services that you provide. Professionally written copywriting transforms a casual visitor into a steadfast client.

How does it work? It works by technique that includes memorable content intriguing headlines and easy-to read yet convincing texts, by developing web content. In today's rapid word it is indispensable to grab the attention of a person immediately once he has visited your site. Remember that the majority of your potential clients skip through rather than read all your text. Nevertheless, not every text will do, what is appropriate for one person, can be wrong for another and visa versa. The content must target your audience- group of individuals who are really interested in your products and services; therefore copywriting and marketing should go hand in hand in order to achieve the best possible results.

It imperative for every copywriter to write the content based on research of the market the company operates in. The typical marketing research for copywriter should contain the following information: Detailed information on the market (the trend on the market, saturation of it and etc); Information on the major competitors of the company (what tactics do they use, how they advertise their products and services); Information on your potential (the preference of your potential customers, what products and services they would like to purchase). Once you have found out this information you can start develop and write copywriting. However, one should remember that this is a complex process and it might be advisable to give some professionals to complete this task especially if this is the first time you get down to it. Once this task has been completed you might try to use this copywriting copy in the writing of your future copywriting messages.

Unimaginable power of the content- most sacred secretes of effective copywriting revealed

Few of the web site owners do not understand the importance of well-written and well-optimized content. The demand on experienced and skilled copywriter, whether he specializes in the web site copywriting, offline or internet copywriting, is constantly rising. However, how could one define experienced and highly- skilled copywriter? What skills and experience should he possess to design and compose effective copywriting content?! Undoubtedly he should know SEO copywriting process, none of the web site content can not be written without it. Copywriter should understand how to get high rankings on your web site, how to perform keywords search process and organize and optimize your web site. Certainly it might be advisable to see some of the web sites designed by your potential copywriter. One should evaluate them thoroughly in order to understand the ability and aptitude of your copywriter. These are just of the few requirements that should be met by experienced and highly-skilled copywriter. Certainly, the format of this article does not allow enlisting all of them. Each company that hires copywriters sets special standards and requirements for its individual copywriting process. Experienced and highly-skilled copywriter is an essential specialist in your advertising copywriting process. Upon his skills, aptitude, creativity and originality depends the efficiency of your advertising campaign. Apart from pure technical knowledge, your web site copywriter should possess several other skills which are necessary for the writing and composing of appealing and attracting content. The advertising copywriting should meet several important criteria, such as the ability to write in clear and easy-to-read style; moreover the text of your content should induce your visitor to make some actions. Effective advertising copywriting should communicate with your customers, should produce trust and induce them to purchase the products and services at your company. That means that your text must emphasize the advantages and uniqueness of your products and services, and you company in general. In order to achieve these results one should emphasize on the training and the improvement of composition and writing skills.

Value Added Copywriting

I know a preacher that can burn any pulpit down within an hour. His sermons cause the greatest stirs and responses in his audience and he really can keep his congregation awake. But there is one tiny problem. Ask many of his listeners what they think about his sermons and they’ll quickly respond with only words of acclamation. Follow that questions with a request for what the sermon was about and you’re met with only blank stares.

They knew that the sermon was “great” but cannot recall what they learned. 

This reminds me of the popular selling tenant referred to as ‘selling the sizzle and not the stake’. In other words, build enthusiasm and curiosity about your product without giving away too much. Let them hear it, smell it, imagine it but never taste it until they buy.

I find however that when you’re selling high ticket items, because you are asking for a higher level of commitment from the prospect, you have to give something in order to get something back. So you have to give some ‘steak’ along with the ‘sizzle’. This is what is commonly referred to as ‘value added copywriting’.

I use some of this myself at my website http://www.webcopy-writing.com to sell my copywriting services. Right there in the sales letter itself are some tips and ideas on how to sell to prospects online. So the reader gains some value from reading the letter even before he or she uses my services. 

But this “free information” also serves a few other purposes:

1. It helps to establish goodwill with the potential client. My willingness to share this information shows that I’m not stingy and helps to develop a relationship with the reader. So even if the prospect doesn’t use my service he walks away with something.
2. It helps to establish my credibility. This is an opportunity for me to show that I know what I’m about and have the qualifications to help the reader’s business.
3. It serves as a teaser. It’s obvious that I’m not saying everything that I know and that there is a ‘lot more where that came from’. In other words, if I’m willing to give away this information I must have a lot more ‘secrets’ up my sleeve. 
4. It lowers the sales resistance of the reader because I’m in the giving rather than the taking mode. There is really no argument against someone who is giving you something for free.
5. It provides a natural incentive for the prospect to read your entire sales letter. Any device that encourages readership will also improve sales especially with longer sales copy.

It will be therefore helpful if you can provide your prospects with useful information in your sales literature. This may be in the form of a free report, an email course or case studies. Once this information is useful and not seen as an overt sales piece, then this should lead to an easy conversion of a new customer.

This technique of value added copywriting works very well in service-type industries. There are many services where the professional can ‘reveal’ a lot without fear of losing his value to the customer. This often occurs because even though someone may know how to perform a task, the job may be sufficiently difficult or unpleasant that it may be better left to the professionals.

A quick example comes to my mind. I know how to do simple maintenance work on my vehicle but I’ll prefer to pay to have this done. I’ll happily read all the available literature from my mechanic about how a mechanical repair should be done. The fact that my mechanic made this literature available to me gives me confidence in his performance of a great job.

So, in the same way, a lawyer may want to provide information on how to fill easy legal forms, while a plumber may provide information on performing simple repairs around the home. When a prospect read this helpful information and they need further ‘expert’ attention they would easily think of that lawyer or plumber. 

Because the public today is bombarded with so many advertisers’ messages the usual sales talk is having less impact. With the advent of online advertising where it is easier and cheaper to get your message before thousands of eyes your sales message must have a lot more bite than its bark; a lot more steak where only sizzle use to be.

After listening to your sizzling message, your market congregation will need to recall more than the enthusiasm of your delivery. They must be able to recall enough value to want the whole shebang from you.

Watch Out! Copy Mistakes Are Sinking Your Site

No matter how well you write, or even if you have a professional writer create your web site copy, you're going to have errors. Misspelled words, awkward sentences, phrases that don't make sense, and words that are used incorrectly run rampant through many sites. And it's no wonder. Writing well is hard work. Even a good writer will be too close to the copy and won't see ALL their mistakes, even when re-reading the copy carefully.

Mistakes in your copy can sink your web site. The online audience who accounts for most of your customers are a rather literate group of people. Studies show a large percentage have a good knowledge of spelling and punctuation. If they find your copy has several errors in it, prospects will figure you do sloppy work.

The solution is simple. Get a proof reader to carefully check your copy. You can enlist the help of a friend who has a sharp eye for spelling and punctuation. Better yet, get a professional proof reader to read your copy. Proof reading is almost always affordable and the investment will pay off big time in avoided embarrassment and missed sales.

Don't get too comfortable with spell checkers. Many have limited numbers of words they recognize, and will skip past some misspelled words. One of the most common problems is that a spell checker can't help you if you use the WRONG word. 

Don't feel like I'm picking on you. I worked in the TV and movie industries for many years. I can tell you from personal experience that even Hollywood's writers struggle with typos and other errors in their copy. None would dream of turning in a script without first having a capable proof reader go through their drafts and revisions.

Website Translation and Localization: DIY Guide

Expanding businesses into other countries means that you will be conveying your messages to people who speak other languages. What's more, your audience may have cultural background other than yours -- and it does matter. Surprisingly many people think that creating, say, a website in a foreign language means just to translate the existing English version. Good translation by all means is very important. But what about putting your message into the context of the particular culture, which is native to your new audience? This process is called "website localization". It is like "tuning" your website (both content and design) into unison with mentality of other people -- the prospective visitors. Here I won't describe the part of web site localization which deals with programming; this issue itself is complex enough. I will focus on writing content for your website and its further translation. What part of this work you can do yourself? Probably not all of it, but quite a lot. Here is a step-by-step guide to help you in the process. Step Zero: Remember: Your Website is Not for You. It is for VISITORS. So it is logical to consider what THEY think such websites should look like. It is their points of view that matter, not yours. When you memorize this axiom, go to Step One: Learn! Self-education is useful in itself; besides, this knowledge is going to save you money and bring profit later. Learn as much as you can about your prospective audience. The more, the better. It's a rather time-consuming but exciting process. I hope you will manage, as Ancient Romans used to say, "Miscere utile dulci" (to mingle the useful with the pleasant). You will find out plenty of interesting things about another culture. Customs and traditions, rules of etiquette and moral principles, stereotypes, superstitions and lots of other stuff for you to consider when addressing people from a country other than yours. You can find plenty of information in the Internet. Search Groups as well. Show your interest in other culture, and almost any native will appreciate it and help you as an expert. In addition, you will make good friends with great people. Travelers' guides can be an excellent source of information; they will help you avoid costly mistakes not only during a trip abroad. Just one example. You must have seen websites with pictures showing people gesticulate. Note that any gesture which is quite OK in the USA may be misunderstood somewhere else. By the way, do you know what the "OK" gesture means in some Asian countries? Demand for money, that's what. In Tunisia it will be interpreted as a threat to kill; in Arab countries -- "go to h…" In France it means just "zero" or "nothing." In Denmark or Italy it can be taken as an insult; and so is in Brazil, Guatemala and Paraguay -- here it is considered very obscene. So, you'd better make pictures of your website "culture-neutral". The farther in, the deeper… What is considered rude, impudent, offensive, or impolite in this culture? What is respected, valued, venerated? What traits of character are appreciated most? What are the favorite colors and what are they associated with? What are the most noticeable differences between your culture and this one? Don't be surprised if points of view on what is beautiful and what is ugly will also differ from yours. When you come to the conclusion that your text won't do and the design probably needs changing as well, go to Step Two: Analyze! Turn your findings into tips for writing another text. "Don'ts" here are of much more important than "Do's" Realize how you shouldn't write. Learn what won't work. Find out what to avoid in graphics and website design. When arranging content and graphics, it is very important to know whether the audience reads left-to-right, right-to-left or vertically. Step Three: Write for your audience. What to begin with when writing for a person from another culture? Put on his shoes first. Well, that's second. First, take off your own shoes. I mean don't be a representative of your own culture -- just for a short time you'll be writing the content.

• Avoid jokes, slang, idioms, proverbs and sayings. They are YOURS, not theirs. Allusions to books they probably haven't read, quotations, however familiar they are to you -- all that won't work.
• Be cautious with metaphors and similes (comparisons). Pretty clear and familiar to YOU, for others they might be not so obvious.
• Symbols can mean something very different in other cultures. If you can't do without one, find out what it means THERE.
• Abbreviations and acronyms are tricky, too – they may be unknown to your audience.
• You will have to explain stuff you think to be trivial. Not everybody in the world knows what is eBay, Paypal, or Amazon. Celebrities' fame isn't worldwide, either. Big companies and brands may be unknown on the other side of the globe.
Step Four: Find a RIGHT translator If you can, get a well-educated native speaker of a language you are going to have your text translated into (it is called "target language") The reason is that nobody can ever say: "I have learned this language" -- only "I have been learning". We all have been learning our mother tongues since birth. That is why native speakers have an advantage. The larger the translator's vocabulary, the better your message will be expressed. Besides, a native speaker often has precious knowledge on the culture -- it's precisely what you need for website localization-- and will help you in the process. Step Five: Bring it to Perfection How to check the end result? Ask somebody from this culture to proofread the text before launching the website. Encourage feedback when your website is launched. Correct mistakes, if any, at once. Improve your website all the time. Getting your messages understood in other languages and cultures is a tricky task. It takes plenty of effort -- but it will pay. Not only will you make profit and avoid bitter losses caused by misunderstanding. As a bonus you will get deeper undestanding of people whose languages, cultures and even ways of thinking are different. This understanding is the key factor of your success in doing business or communicating with these people. Good luck to you! Success be to your efforts!