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An SEO Copywriting Makeover – Turning “Not” Into “Hot” Part 1 of 2
by Karon Thackston © 2003 http://www.copywritingcourse.com I recently took on a project for a Web site that sells gas logs that I thought would make an interesting case study. As many people ask me what goes through my mind when I write search...
Are These Internet Marketing Ebooks Hogwash?
Internet Marketing as we all know it is pretty crowded with
funny people making lots of huge bombastic claims over their
nonsense crappy books and stuff. You might have come across
ebooks making claims like "how to make $XXX in 2 weeks"...
Hiring a GREAT Copywriter
Hiring a great copywriter can be a challenge. There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter has the ability to write...
How To Make Your Sales Letters Bullet Proof
I'm going to show you in the next few moments how to make your sales letters and direct mail several times more powerful. In fact, what I'm about to emphasize to you may enable you to eat more of your competitors market share. Every time before...
Q&A for Writers, Editors and Publishers - Thoughts from Your Peers on Life and Work, Part Two
Part Two -- Question # Six - Editors, how do you locate that next position when it's time to move to a new publishing house, newspaper or magazine? How do you keep that great editing job once you have it?” -- Page Nine Jenny Kasza – “To keep a...
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The Not-So-Mysterious Art of Getting Clients
Sure, you can print business cards and letterhead. Launch a web
site. And hang your shingle as a freelance copywriter.
That's easy.
But you're not really "in business" until you GET business. And
that means having at least one paying client. Preferably a lot
more.
How do you make that happen? It's a lot easier than you may
think.
No, you don't need a killer cold calling script. Or a pitch
letter packed with the latest response-boosting techniques.
(Although neither of these would hurt!)
All you really need is a plan for communicating with potential
clients that ccomplishes the following three objectives:
1. Tell Them What You Do.
Consider your target market. Does everyone in it know that
you're a freelance copywriter? Probably not. In fact, you may be
missing out on assignments simply because potential clients
don't know you exist.
So tell them!
It's a simple strategy. But it works. I know many freelance
professionals who have built an enviable list of lucrative
clients just by telling people - lots and lots of people -
exactly what it is that they do.
One of the most successful copywriters I know is my friend Ivan
Levison. The first five words on his web site are: "Hi. I'm a
freelance copywriter..." He leaves visitors with no doubt as to
the service he provides.
So how do you tell lots and lots of people what YOU do? The
options are virtually limitless. You can send letters. Make
phone calls. Write articles. Speak at meetings. Network at
events. Etc.
I prefer a combination of letters, calls and articles. You may
want to schmooze at conferences and place ads in the trades. How
you do it is not the most important thing. Doing it is.
2. Tell Them How You Help.
It's true that you can get by quite nicely simply by telling
lots of folks what you do. And I know plenty of freelance pros
who
Jobless Claims Fall To Lowest Level In Months
The Labor Department says new claims for unemployment benefits plunged last week by a seasonally adjusted 27,000 to 451,000. Economists had predicted a much smaller decline of just 2,000.
Apple To Publish Guidelines For App Approval
Apple Inc. said it will publish the guidelines it uses to determine which programs can be sold in its App Store. The move follows more than two years of complaints from software developers about the company's secret and seemingly capricious rules, which block some programs from the store.
have become very successful doing just that.
But if you want to crank it up a notch - so you can get more and
better clients, faster - you also need to tell people how you
help. To put it in familiar copywriting lingo, you need to bring
in a benefit or two.
On my web site, for example, I tell potential clients that I'm a
copywriter. But I follow-up quickly with a list of three
specific benefits that my services provide. Clients have said
many times that it was these "how I help" bullets that first
prompted them to call me.
How do YOU help? Does your copy increase response in a direct
mailing? Or boost sales conversion on a web site? Or improve
readership of a newsletter or e-zine? The more specific you can
be, the better.
3. Stay On Their Radar Screen.
When I was selling my home a couple of years ago, only one real
estate agent came to mind. Why? Because she called at least
twice a year. Regularly e-mailed helpful articles and updates.
And kept me stocked with more complimentary calendars, pens and
notepads than I could possibly use.
She was on my radar screen. So when I needed an agent, I called
her.
Are YOU on the radar screens of your target market prospects?
Here's what can easily happen: A potential client is blown away
by the pitch letter you send him. He says, "The next time I need
copy, I'm calling you!" Then months go by and, guess what? He
forgets. And hires someone else.
You must have a plan to help prospects REMEMBER who you are and
what you do.
There are many ways to stay top-of-mind. You can phone
periodically (so long as you don't become a pest.) You can clip
and send helpful articles. Subscribe prospects to your e-zine or
newsletter. Etc.
Typically, clients consider only up to three copywriters for a
specific project. Make sure you're one of them!
About the author:
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