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    Copywriting 101 how to get your customers to take action

     

    If you want people to buy, you gotta ask for the sale. Truly, it is that simple. Yet I can't tell you how many ads, Web sites, brochures, sales letters, etc. are floating around out there that aren't asking. So, what is a call to action? It's telling people what action you want them to take. Typical calls to action include: Hurry in today. Buy now. Call now. Visit now. Click here now. Nothing terribly sexy, I agree. However, if you want to see an increase in your customers, leads, income, etc., this is an essential component. But, you might be thinking, isn't it obvious? Why else would you be running an ad if you didn't want people to buy what you're selling? Good question. And it's true, people do know (if they stop to think about it) that you would probably like them to buy from you. However, the unfortunate truth is your potential customers aren't going to spend that much time thinking about it. People have too much going on in their lives to spend very much time and energy on your business. If they do read your ad or promotional material and it doesn't contain a call to action, they'll likely say, "Oh, that's nice" and go on to the next thing. And even if they were interested in purchasing your offerings, they may not know what their next step should be. Do they pick up the phone? Go to a specific Web page? Visit a store? And if they don't know what they should be doing, chances are they won't do anything at all. So you need to tell your potential customers what you want them to do. (Remember, people are busy, and if you don't make doing business with you easy, they probably won't do business with you at all.) So, back to the above call to actions. Did you notice they all had something in common? The word "now" (or, in the case of the first one, "today"). If people think they can buy from you anytime, they'll say "oh, I can do this later." And later rarely comes. You need to give them a reason to buy from you right now, while they're interested. Adding the "now" or some other urgency or scarcity technique (maybe a limited time offer or few copies left statement) is a great way to push people into doing what you want them to do right now and not later. While we're on the topic of calls to action, I want to talk about one other type of advertising campaign where you rarely see calls to action. These are called branding campaigns. Typically they're shown on national television by big corporations (MacDonald's, Nike, Starbucks, Target). In those instances, the businesses are building a brand that will cause you think of that business first when you're interested in purchasing their products. For instance, when you're hungry, you think MacDonald's. You need new athletic shoes, you think Nike. You're dying for that cup of joe, so you think Starbucks, etc. While there's nothing wrong with branding campaigns, they are tougher to track than campaigns with a specific call to action (Sale ends Saturday, call before Friday to receive your free gift, etc.) Those campaigns are also called direct response because you're asking the customer to respond directly. Direct response campaigns can be tested, so you have a good idea what's working and what's not (and can tweak the campaign accordingly). And, if the campaign doesn't require getting a salesperson involved (i. e. if the call to action is for the customer to whip out his wallet right there) the campaign will just run itself (and make money all by itself). (One note: You do need to do more than add a call to action to have a strong direct response campaign, but that doesn't negate the power a call to action can bring to your campaigns.) Branding campaigns are nearly impossible to test, track and tweak. They either appear to work or don't appear to work. And if they don't appear to work, it's very difficult to start tweaking to improve the response rate. However, branding is still very, very important. As a business owner, you need a good brand and you need to communicate that brand effectively. And sometimes it makes sense to run a branding campaign. However, my advice for most situations is to combine branding and direct response. Your brand is clearly communicated in your ads and promotional materials, but you also take advantage of some direct response techniques at the same time. If nothing else, make sure you don't forget the call to action. Creativity Resources -- Write Your Call to Action Want to include a call to action in your promotional materials but don't know where to start? Here's an easy step-by-step formula: 1. Figure out your purpose for the ad or promotional material. Why are you running this ad, creating this Web site, printing this brochure? (And no, an acceptable answer is NOT because everyone else has one.) Is it to generate leads? Get your name out there? Get people to buy? Or what? 2. Now write it down. 3. That's it. That's your call to action. Whatever the end result you want for the campaign is what you should be asking people to do.

         
    Copywriting basics answer the questions you d want answered

     

    Anyone can write effective Internet copy. You just have to know a few copywriting basics known to journalists and writers as the 5 W's. Throw one "H" in there and all your copywriting basics are covered. Who? Tell the reader who your product will help. This should be your target market. What? Tell your reader what your product or service will do to improve their lives. In other words, tell them the benifits they will receive, what's in it for them. When? When is the offer good for? If there is a special offer, when does it expire? When will the product or service help them, immediately or over time? Where? Where can you order the product or service? Where will it work? Why? Tell your reader why he or she needs your product or service. Why will it benefit them? Why should they sign up or order today? Why is the quantity or offer limited? How? How do they register or order? How much will it cost? How much return will they see for their investment? How does it work? Sounds pretty simple, doesn't it? There is no trick - it really is as easy as that. Put yourself in the shoes of the reader and answer the questions you would likely ask or want answered about your product or service. Answer those questions clearly and thoroughly and your Web copy is complete. These copywriting tips and copywriting techniques will work not just for Web copywriting but also for direct market copywriting, other online copywriting, and offline copywriting as well. Below are a few other copywriting basics that will help you write your web site copy: 1. Keep it simple. No one wants to drudge through a long, drawn out confusing explanation. If you can't say it simply, that's fine. But by all means, simplify when you can. 2. Make sure your copy urges a call to action either in the body copy, or text of the article, or in the headline. Words like "Act Now," "Limited Time Offer," or "Limited Supply" will urge your readers to contact you sooner rather than later. 3. Keep it honest. Don't make wild claims just to get business. Build a good reputation by being up front and honest with your potential customers. In addition to appreciating your honesty, they will recommend you to others as a business owner who is true to your word and claims. 4. If you make an offer, make it one that is hard to pass up. Don't waste your readers' time with small, worthless offers. Think about the coupons you see in magazines and newspapers. Do you take time to clip them? If so, it's because the offer is of value to you. 5. How long should your copy be? As long as it takes to adequately answer the above questions for your product or service. An unanswered question is considered an objection in your potential customer's mind. So, be sure to answer all their objections. Keep these Internet copywriting basics in mind as you prepare the articles or sales letters that will appear on your Web site. Don't be intimidated because you don't have any professional writing experience. Most people want to do business with an honest person who knows the product or service well that he or she is trying to sell. You don't have to be a professional writer to do that. The only requirement is that you truely believe in the product or service which you are trying to sell. If you do, your enthusiasm will shine through your writing. If you do not believe in your product or service, your lack of enthusiasm will shine through also. So, in summary, answer the above questions as clearly and simply as you can, be honest, avoid hype, make an irresistable offer, and be sure to include a call to action. If you do all these things you will master the copywriting basics and should have no trouble converting your Website visitors into customers.

         
    Copywriting for an online audience

     

    : So what’s the big deal about copywriting for the Internet? It’s the same as any other form of copywriting isn’t it? In a word, yes. But in another word, no. Confused? Sick of all these questions? I had better myself explain then. No matter what medium you are using, all copywriting should have one prime objective - create an effective message that appeals to the audience it is intended to influence. This golden rule applies to websites, brochures, and sales letters, even adding a nice message to Grandma’s little pink birthday card. However, the Internet presents a number of unique challenges for a copywriter, even if the people reading your sales letters are the same ones reading your website. Think about it for a minute. Do you read on the Internet the same way you read on paper? Not for long. First of all, there are comfort factors such as the monitor resolution, colours, glare, and a reading surface that doesn’t move. Secondly, we are conditioned to read websites in a different manner. Online, we are quite comfortable scanning sub-headings, clicking on hyperlinks, and jumping between pages. Thirdly, the majority of people looking at your business website are there because they seek a service that you provide. After all, they made the effort to visit you didn’t they? The online reader can be impatient and demanding, and they usually know what they want before they click through he door. If your business doesn’t impress them straight away, it’s a quick tap on the keyboard to find someone who will. Even if you do provide the product or service they need, it doesn’t take much effort to duck into your competitors store for a browse around. Website copywriting is a bit like speed dating – you have to make a big first impression and leave them thinking “I bet we’d be good together". Readers of hard copy sales material don’t have the luxury to pick and choose, so they become somewhat of a captive audience. After all, it takes a lot more effort to call or visit your competitors business in the real world. In addition, a brochure could sit on a potential customers desk for months, staring at them with puppy dog eyes, day in day out, until one day the customer decides to make some enquiries. With these unique challenges in mind, here are a few copywriting pointers to help make your website a lean, mean, highly effective, sales machine: 1. Snatch their attention from the first paragraph Most visitors spent less than one minute summing up a website before they decide whether to stay or go. There is no time for waffling paragraphs about who you are, where you live, and how your wife makes the best apple pie. You have to get to the point as fast as you can. If you don’t convey your key message in the first few lines, don’t expect many people to be around to read them further on. 2. Short paragraphs If you want people to read your website, forget the long descriptive, romantic prose about the salubrious ambience of your pulchritudinous offer. They will only think you are stercorous (take my word for it, you really don’t want to be). Short paragraphs are most effective on the web because they can be differentiated and skimmed at a glance. Visual layout is the key. 3. Make sure your copy flows Reading online is straining enough. Flowing on from the point above, using jargon, formal language and/or trying to impress your audience with your knowledge of words containing more than ten letters will only make the reader irritated, frustrated and start to think about places or sites they’d rather be. 4. KISS Remember the old adage Keep It Simple Stupid? Write as though your audience is a bunch of twelve year olds. Don’t sound patronising, but don’t assume they know anything about your business or what you do. They have arrived laden with buring questions, “What are you selling?" “Why should I choose you?" “Where are you?" “How can I get some of this?" “How much is it?" 5. Appropriately tempt your audience A lot of hot and personal activity goes down on the Internet, but lets face it, the technology itself isn’t causing readers monitors to fog up. The content is what makes things exciting. The Internet itself is just an impersonal two-dimensional screen. Good copywriting might not always be intended to get the heart racing, but it must connect with your intended audience to break through this impersonal barrier. Maybe you need a little humor, sophistication, cold corporate speak, personal touch, or yes, even something racy.

         
    Copywriting makeover subtle changes make a big difference part 2 of 2

     

    In part 1 of this series (seen here: marketingwords/articles/articles_subtlechanges. html), we were introduced to Kneelsit, an Australian manufacturer of ergonomic computer chairs who was in search of a high conversion rate. After spotting several trouble areas within Kneelsit's original copy (viewable here: copywritingcourse/kneelsit-home-original. html), I set out to rewrite the home page with specific goals in mind. The Rewrite I really felt for the users of these chairs. They had back problems and medical issues, trying desperately to find relief. I can only imagine how it must feel to sit in pain all day, every day. And, after seeing so many false claims for other chairs, I could understand how they might be skeptical. So, after reading the new home page copy, I wanted the site visitors to have confidence, to see the difference in the Kneelsit chair and to understand the benefits this chair would offer. Of course, those in chronic pain were not the only visitors to the Kneelsit site. While they were the primary segment, the audience also consisted of those with mild back pain, those with inconsistent problems or simple fatigue, and those who simply wanted a comfortable chair that wouldn't contribute to any future back problems. The copy also needed to meet their needs and provide the information they were seeking. You can see the revised copy here: copywritingcourse/kneelsit-home-new. pdf. The Headline The original headline did, in fact, list benefits. It stated: Superb Comfort, Perfect Posture, Gentle Movement, Natural Balance However, only one of those benefits spoke to audience members… Superb Comfort. While posture may have been a secondary thought, gentle movement and natural balance didn't strike a chord simply because of a lack of knowledge. As it happens, these two benefits are important, but the general population doesn't understand what they mean. It would require educating the site visitors about these two before they would grasp their full meaning. That education couldn't take place within the headline (not enough room!), so those two benefits needed to be removed. The headline needed to evoke feelings of trust for the skeptical and a sense of stability for the hesitant. It also needed to provide an obvious benefit - one that would catch the reader's attention. Also, because it made sense to do so, I included one keyphrase in the headline. The new headline read: Ergonomic Chair Design Based On Years Of Research Lets You Sit For Hours With No Back Pain The Opening Paragraph The original copy started out just fine by naming some important benefits, but it didn't back them up. After pointing out the relief of stress and pain, it went directly into an explanation about the chair's patent. The new copy took a cleaner path. It started by pointing out that others (users and professionals) liked the chair, and then it proceeded (in the next section) to explain why. The original copy tried to educate readers about the importance of continuous movement and natural balance. There is nothing wrong with educating your customers; however, you need to give ample space to do that. Because the visitors had limited information about these two benefits on the home page, they may have been confused or - at the least - unpersuaded. The new copy held firm on one feature: the swivel axel mechanism. It explained how this helped with customization of settings to fit every body type and more. With minimal education needed, the customer was able to understand that this one, patented feature offered multiple benefits. Rather than simply listing shipping details for the close of the copy, the new version of the home page pointed out some additional benefits pertaining to quality and stylishness. As I wrote, I looked for places to use the keyphrases chosen for this page. This was absolutely not a numbers game. My goal was not to use the keyphrases as often as I possibly could. That approach is not SEO copywriting, in my book. Basing your copywriting strategy simply on the sheer volume of times you can include keyphrases makes the copy sound forced and ridiculous. In fact, on this home page, the keyphrases were only used a total of four or five times. Yet, to the amazement of some, the home page ranks in the top 10 (and often top five) for its chosen key terms. The Results Did it work? Did the changes bring out the results we wanted? They sure did! When asked about improved conversions, the owner of Kneelsit had this to say, "Our conversion rate has definitely improved since the rewrite… probably by around 35-40%!" Sometimes, even though you may have included important information in your copy, it just doesn't do what you hoped it would. Take the time to explore, experiment and test. Replace a headline. Rephrase a paragraph. Subtle changes can often make noticeable improvements in conversions and other areas of business.

         
    Copywriting makeover subtle changes make a noticeable difference part 1 of 2

     

    Changing a few words in your copy can lead to double-digit increases in conversions. If that sounds like a bunch of hype from an online infomercial, stick around and I'll show you how it's done. That's really all that happened with Kneelsit, an Australian ergonomic computer chair manufacturer. They had what would be considered a successful site with a continual stream of orders. All the basic information was already included on the home page, but the owner felt as though something was not quite "there" yet. He wanted a fresh approach to the site's copy, so that's what he received. And the results were simply amazing. The Problems While Kneelsit had great rankings for their key terms (normally #1 to #4 in popular search engines) keeping those rankings high required some attention to the SEO piece of the puzzle. Conversions, however, were not at their maximum. The business was not suffering, but it did have room for improvement. So, after receiving a sample chair to use during the process, I set (or should I say "sat") out to work. Once I assembled the chair and rolled it up to my desk, I kept a notepad nearby so I could jot down benefits as I noticed them. In just a few days’ time, I had a long list of features and benefits to refer to. As I read over the original home page copy (which can be seen here: copywritingcourse/kneelsit-home-original. html), I noticed something else. Many of the benefits I had on my paper were referenced (at least briefly) in the original copy. Some were phrased differently than I would later phrase them, but most were there. However, in this highly competitive industry, I wanted to be sure to keep the uniqueness of the chair on the forefront. Visitors needed to quickly see that the Kneelsit was superior to other computer chairs available. The changing of some verbiage and providing more details in some areas would help keep visitors reading and help them easily distinguish this chair from others on their comparison list. Once my list of benefits was completed, I began relating these options to other kneeling chairs and to users of ergonomic computer chairs. I wanted to see which benefits on my list were unique in the marketplace. I also wanted to know about the users of these chairs. After all, the buyer is the center of the process and should also be the focus of the copy. My research revealed some of the reasons users would need an ergonomic chair and also the biggest complaints about some of the current ergonomic designs. In addition, I discovered which benefits were common to other ergonomic chairs and which were distinctive. The Solutions Armed with the research results, I started crafting the copy to speak to that one person who was forced to sit at a computer all day, in pain, and who desperately needed help. This person had tried several other computer chairs before with little to no results and was getting skeptical about finding a solution. I looked back over my list of benefits in search of the ones that would not be found in the competition's copy. I focused on one exclusive, patented feature (the axle design) and the fact that the chair was customizable for every body type. I laid out a plan for the new copy including keyword selection, keyword placement, benefits and key points to be mentioned. Similar in many ways to the original copy, the new version had some subtle, but powerful, changes. The goal of the new copy was to show the true distinction of these chairs by highlighting the most impressive benefits. I would also focus on incorporating keyphrases in headlines and sub-heads (where it made sense to do so) and throughout the copy. I had to pay careful attention to making the copy sound natural, as I never want the SEO factors to overshadow the message of the page. In Part 2 of this series (seen here: marketingwords/articles/articles_subtlechanges2.html), we'll take a look at what went into the rewrite as well as what type of results were achieved with the new copy.

         
    Copywriting service vs. plr membership

     

    In today’s day and age there are a lot of people who are looking for an easy way out; a way to buck the system. And even though there are some areas in life where this is possible, when it comes to web content you do not want to take any shortcuts. If you are in need of content for your website or blog, you have two options available to you. 1. You can visit a copywriting service website and take advantage of their ghostwriting services. Even though you may have to shell out a bit of money, you will still be getting 100% original, quality content. 2. You can rely on private label rights (plr) articles. There are several sites that offer these types of articles for a monthly fee. The way that they work is quite simple. Every month for a set membership fee you will receive a certain number of articles. This may sound like a good deal, but do you know all of the details? To join one of these sites you will have to pay a monthly fee of up to $100 for some sites; still this may not seem bad compared to hiring a copywriting service. But with plr articles, you will also be sharing them with hundreds of other people. That’s right; you will not be the only one who uses the article. If you cannot tell by now, each service offers its own level of benefits. But for the majority of people, hiring a copywriting service is the way to go. Listed below are a few ways that a copywriting service is better than a plr service. 1. When you deal with a copywriting service you will be getting 100% original articles that you and you alone will have the sole rights to. This means that nobody else has permission to use the articles. On the other hand, with plr articles you have to share with hundreds of other people. Sure, you may get a lower price but is it worth it? If you get caught using duplicate content on your site you will be penalized and your site may even be shut down. Search engines are aware of this problem, and are cracking down on it very hard. 2. With a copywriting service you will get articles that are written to suit your needs. If you want 10 articles on home based business you can get them. In addition, you can even specify the length and keyword density. But when you work with a plr site you get what they send, and only what they send. If none of the articles suit your needs you are stuck with content that is worth next to nothing. 3. A copywriting service gives you what you want, when you want it. If you need a certain amount of articles on a specific topic within two days you can get it with a copywriting service. At a plr site, you get what they write and they send it when they want. So even though you will save money, what are the chances that you will ever get exactly what you want, when you want it? The answer is slim to none. As you can see, a copywriting service is almost always better than a membership to a PLR site. If you are in need of original, targeted, quality content seek out a copywriting service that you can rely on.

         
    Copywriting skills can improve ebay ebook sales

     

    Copyright 2006 John Thornhill Having a perfect title, a great auction template, a good price and a well-conceived plan regarding how to handle inquiries and effectuate sales sounds like a recipe for success for any eBay eBook seller. However, there is one component missing. In order to really make one’s sales numbers jump, there is a need for copywriting talent. Copywriting refers to the writing of sales copy. In the case of eBay sellers, this involves all of the information provided in your auction. This is what potential customers see and read when making their decision on an eBook. In many cases, they can choose to buy that product from a variety of vendors. Why should they choose you? In some cases, they may not be sure the eBook in question is exactly what they want. Why should they buy that eBook? Often, buyers have heard about scams and raw deals in the eBook field. Why should they trust you? Good copywriting answers those questions for the prospect. It sets them at ease, sells them the product and closes the deal. A seller with a perfect system, the greatest eBook ever and a low price will still find sales difficult without good copywriting within the auction. How does one develop good copywriting skills? Unfortunately, the answer does not involve a quick or easy solution. Practice and training are usually the source of the best copywriting. This does not mean that the average eBook seller is out of luck, however. Remember, most of the competition is unskilled at copywriting, making any gain in knowledge on the subject beneficial. Additionally, there are a variety of guides, hints and tips freely available online for those who are interested in improving their copywriting skills. Don’t expect to master copywriting overnight, however. The process of writing effective ad copy involves writing skills along with an understanding of persuasion and the consumer psychology. What may appear to be simple is actually deceptively complex. For those who are serious about the eBook selling business, hiring a freelance copywriter may be a great idea. Some successful eBook sellers employ copywriters for virtually every project. Others rely on their expert assistance only a few times in order to get a good idea of how to write sales copy that produces results. Good sales copy can be the difference between a rousing success and a horrifying failure. Too often, we convince ourselves that our education or life experience qualify us to write our advertising copy. We frequently don’t even realize just how much room for improvement exists in our own stabs at copywriting. This oversight is one of the mistakes an eBook seller can make. As the marketplace begins to crowd, finding ways to improve the performance of an auction becomes essential. One of the best ways to help is by making sure your auction features the kind of copywriting that truly leads people to make purchases.

         
    Copywriting tips that will make your visitors buy

     

    Copyright 2006 John Navata You wouldn't believe how many web sites don't ask for the sale! After all the work people put into their salescopy, describing the benefits of their product, and leading people through their sales process, they overlook one simple but VERY IMPORTANT "call to action": "Click here now to buy." And that oversight could be losing them 20% of their potential sales! If you want people to take action on your site (buy, subscribe, fill out a request for more info, etc.), you need to have a call to action that tells them exactly what you want them to do. For example, if you want them to click on a link to learn more about one of your products, you have to include a link that says something like, "Click here to see how the Gadget Widget can save you hours of work!!" And if you want your visitors to make a purchase (and of course, you do!) you should include a link that says something like, "Click here to get your own incredible time-saving Gadget Widget!" You might think it's obvious that you want people to make a purchase -- especially if you've written a great sales pitch that explains how incredible your product is. But no matter how convincing your salescopy is, if you don't provide your potential customers with a very specific call to action, then you're just leaving them hanging -- and most of them are going to leave your site and never return, costing you big money in sales AND future leads. Remember the "ABC" of selling: Always Be Closing. People need to be told what to do. If you want them to make a purchase, you have to ask for the sale. And if you have a short-copy or catalog-style site, don't make the mistake of asking for the sale just once! You have to give your visitors lots of opportunities to buy your product or service. All of your web pages should include multiple links to your order form or shopping cart, as well as urgency-building action phrases like... "Buy today!" "Limited time offer -- get yours now!" "What are you waiting for? Click this link to order your own... " "Get started today... just click here!" "YES! I want to order now... " (Remember, salesletters are the one exception to this rule. With these types of sales web sites, you usually want to include a single call to action at the end of your letter -- once you've built a killer case for your product, complete with tons of benefits!) One more thing: You've got to leave all references to "buying" out of the top fold of your web site. That's the part of your web page that appears on the computer screen when someone first arrives at your site. If you mention buying there, people won't have enough time to learn WHY they should purchase your product, and will probably think you're just out for their money. You want your potential customers to learn about the benefits of your product before you ask for the sale. Asking for the sale is simple, but the impact it can have on your bottom line is huge. By adding a simple call to action, you make it easy for your visitors to understand what they're supposed to do. And once they know they're supposed to buy something from you, they will -- and your profits will go shooting through the roof!

         
    Direct response copywriting

     

    Direct Response Copywriting There is a great deal of direct response copywriting in the world today. Direct response copywriting can take several different forms. It could encompass a direct-mail campaign as well as direct response ads. Within this article today on direct response copywriting, we will look at what this entails and where you can find more information about direct response copywriting. To learn more about direct response copywriting, you should look at one of the masters: Dan Kennedy. He has written many books which you should look into. Dan has done many different areas of copywriting but direct response copywriting is one of his specialties. When you talk about direct response advertising, there is a great deal of competition. Many companies employ direct response copywriting so you must make sure that you have different ways for your advertising to stand up. When you are doing direct response copywriting, you should make sure that you are writing to your prospects as you would write to a friend. This will be slightly formal but informal in the sense that you are writing to the person in a conversational tone. You do not need to stick to a certain length of space within your writing but rather write until what you need to say has been said. Direct response copywriting is a complex subject so you should read more about this subject because a formula has been developed that you can use. There is no reason to reinvent the wheel when you're copywriting because that involves more work on your part and people have taken the time and effort to test the different parts of the letter to maximize the current formula and wring out the most sales possible with a direct response copywriting campaign. There are three main parts usually to a direct response letter. These are the headline, the offer, and the postscript. The headline is the most read part of your sales letter so you must make sure to grab your prospects' attention immediately. If you do not grab their attention, you'll find that your direct response copywriting letter is at the bottom of the trashcan along with many other junk letters. The second most important part of the letter is the postscript. This is where you will be giving an incentive for someone to respond immediately to what you have to offer. With the offer, you want to make sure that this explains in great detail what a person will receive if they take you up on your offer. The postscript will offer further incentives so that the person will respond immediately. Hopefully this article on direct response copywriting has benefited you. The key behind direct response copywriting is that you want the person to immediately respond to the offer that you have presented. Good copywriting is done by following the formulas that have been established. By focusing upon the three main parts such as the headline, the offer, and the postscript, you will be setting yourself up to have a high success rate. Direct response copywriting can be very effective and produce great sales for you or your clients if you do it correctly so be sure to continue to learn more about the subject.

         
    Discover the advantages to hiring a freelance web site copywriter for your web business

     

    Ok…so you already have a crack staff of writers on-hand to handle your company website's writing assignments. So why should you consider hiring a freelance copywriter? Well, as you know, today’s corporate belt-tightening often means too much work for too few people. This is especially true in the communications area, where cutbacks have strained the resources of our workforce across the board. The result? Stress, overwork and low morale. And of course, this strain is more intense when those unusual or special projects come up. The disruption in the day-to-day activities of your staff can have two results. Either this project gets low priority or the day-to-day work suffers. What’s the alternatives? Well, you can solicit the services of an established Ad agency or PR firm. And in some instances this can be the wise choice, especially when you need the kind of flashy productions intended to impress and entertain the client…the kind designed to win glitzy awards. The problem? These fancy productions often come with a significant price tag. Face it, these firms have a lot of employees to feed and the cost of this high overhead is passed on to you. And that often means a budget under stress. In addition, these firms tend to be busy with the best writers often assigned to the large, high profile clients. You may get a team of junior writers, but you’ll still pay the high cost. The solution? Studies indicate that hiring a freelance writer can actually average 5% (or more) less expensive than work done internally. While at first glance the higher freelance per hour rate appears more cost, when you add the true cost of internal labor, not only salary, but benefit and overhead costs. And because you use him only when needed, there is no ‘downtime’ cost. And with low overhead, the costs for freelancers are generally significantly lower than the established ad agency and PR firms. What are some other advantages, besides cost, to having a freelance writer in the bullpen? · Control…Office politics, personal sensitivities and organizational bureaucracies often effect control of a project deadlines and content. The freelance writer is your strategic sourcing partner for any project, working with you. · Objectivity…Essential to creating powerful persuasive copy. Freelancers can give an impartial view and new perspective to your project. · Writing experience…Intimate knowledge of a product or service is not necessary to write about it. Good copywriters are experienced researchers and adept at asking the right questions to get up to speed quickly. What is more important is the fresh perspective that comes from their diverse experience in meeting a variety of communication challenges. · Better results… Many writers can write well…but few can produce the powerful and persuasive copy that optimizes lead generation or sales. The best copywriters are masters at pulling in qualified customers dramatically increasing profits. · Fees…Copy fees are almost always a very small portion of the total project cost, but its effect on money generating results can be enormous. Don’t wait until crunch time to start seeking relief. Have a freelancer in your bullpen to come to your aid…when you need him. Copyright Alan Richardson

         
    Does your copywriting trigger what makes your visitors buy

     

    You study your website stats and see the amount of traffic coming through. Nice numbers. But when you compare your traffic against your sales, what do you get? A small fraction of 1%? Wouldn't you love to see those conversions grow? But how can you get them to buy? The secret isn't some magic trick or tool. But your Internet marketing is just shooting into the dark if you don't know the needs that lead people to buy and how to focus your copywriting to tap those needs. Two main needs drive all people no matter what the demographic: 1) a desire to expand their world and become more than what they are, and 2) a desire for safety. These needs conflict: the desire to grow leads us to head out into the unknown; self-protection leads us to circle the wagons and dig in against unknown dangers. Each person strikes their own balance between these two contradictory needs. Understanding the way that different personality types balance these needs is the key to effective copywriting for them. Methodical Personality Type The methodical personality type balances strongly toward safety. They need facts, lots of details, to assure themselves that they are making the safest, most logical choice. Make no mistake, methodical personality types decide to buy based on their emotions like everyone else, but they feel a need to back up their desire to buy with sound intellectual arguments. To get them to buy, your copywriting needs to help them narrow their choices. Avoid giving them too many options. They easily get lost trying to find the best option among a series of equals. One option to offer, though, is between your plain product at a cheaper price or a more expensive price with lots of additional features. Methodical thinkers are much more likely to choose the more expensive version because it reinforces their image of being a wise shopper. And it changes their decision from deciding between buying or not buying into deciding between buying a more valuable deal or a less expensive offer. But either way, their decision gives you a sale. Give them solid reasons to buy and buy now. Lead them through your sales process in an easy and non-threatening way. Give them the details they need to make themselves feel that they made a rational decision. They want their purchases to be well-reasoned and risk-free, and want to see themselves as smart shoppers. Competitive Personality Type The competitive personality type is less averse to risk, but still needs to feel that their purchase reaffirms the way they see themselves. They, too, consider facts in making their purchase, but rely more on gut feelings of how well the purchase puts them ahead of where they were. The key to copywriting for this personality type is to recognize their need to see the way they define themselves reflected in what they buy. Recognize what types of self-images your product reflects and sprinkle your sales copy with words and phrases that help your competitive types see your product reinforce their self-image. Cast a wide enough net in fitting your product's image to theirs, but don't try to cover every possible self image or you'll get too generic to appeal to any of them. Gregarious Personality Type The gregarious personality type seeks to feel connected to those around them. They are more willing to trust, more willing to venture into the unknown, but are hesitant to assume the full risk until others have proven that the path is safe. They respond especially well to copywriting that shows how your product has benefited others. Catch their attention by talking about positive results that others have experienced. Testimonials of satisfied customers or pictures that show happy people enjoying your product also are important. Make sure your copywriting provides them with evidence that others have found your product worthwhile. They'll feel more comfortable taking their own risk with it. Spontaneous Personality Type The spontaneous personality type is the most open to exploration. They are the trend-setters, the early adopters, who blaze the trail for everyone else. They will take risks. But not unless you offer to fill the chief need for something better, something that will let them to grow beyond what they are. Surprise them. Intrigue them with the unexpected and they'll make that leap of faith with you. Present them with the boring old status quo approach and they'll move on to something more intriguing. Understanding what drives these four different types of customers is essential to copywriting effectively for them. In copywriting, as in clothing, one size most definitely does not fit all.

         
    Earn huge money thru copywriting how to become a great copywriter

     

    There is generally a better way to make a copywriting material, but a lot of people are turning their backs on it due to reasons I beg not to discuss. Potentially powerful copywriting materials are those, which are able to convey the message to your prospective clients. There are good writers in terms of putting their ideas into the copywriting material but are unable to convey and relay the real message to the targeted clients. The purpose of writing an article is to primarily educate the people who read your material. If as a writer you are not able to do that, then you are not complete as a skilled and effective writer. I have given below some few tips on you can make a greatly impacting copywriting material. When one talks about marketing strategies, copywriting for the web is one of the most commendable tools from the marketers’ point of view. This is because, copywriting as a marketing tool is an effective way to communicate with your targeted clients whatever activities or any updates that a company is engaging into – in a wider geographic range. With the present demand for huge number of copywriters the earning to become a copywriter is just so enticing. Below are some of the tips on how you can earn more money with copywriting: - When a business owner asks you to do copywriting for them, the aim of that is to advertise and promote their products. In which case, when you do copywriting jobs, you have to make sure that you sell and sell. On your copywriting material, you have to make sure that you get to move your targeted clients to an action either to visit the site or make a purchase. These actions would mean money and more money for the business. - You have to develop a copywriting material that is full of interest and should promote enthusiasm and immediacy. This will give your prospective clients the drive to do an action about what you are trying to promote and advertise. Overall, a copywriting material that tries to build excitement is more like to sell. - With copywriting, businesses are not only expecting to generate sales but traffic and list, too. This means that the copywriting material should be able to capture also potential clients thru the e-mail address that you may solicit from them when they get to open and read your copywriting material. Make sure that you give these people enough reasons for them to leave their personal information, say, give away gifts or some freebies like e-book or discounts. -Choose the topic that you have better knowledge about. Choosing a topic for your targeted clients should be anchored on two things: what interests you and what interests your targeted readers. As a copywriter, you must be able to make these two elements meet at a certain point. Otherwise, if one of these turns out to be not considered during the creation of the copywriting material, a potentially problematic copywriting material is in the making. - Upon weighing altogether the topic that will best benefit your targeted readers and your own interest, it is now time to come up with the outline of your copywriting material. This is an important aspect of your entire copywriting material because it shall allow for a better and well-crafted copywriting material. -Always check your copywriting material for any possible grammatical flaws. Maintain a copywriting material that is free from any flaw as this manifests carelessness and distrust from the perspective of the readers. To avoid this, you will need to be proactively checking your works at the end of the completion.

         
    Essential steps to make your copywriting effective

     

    Regardless of what service you provide or what type of products you produce, in today highly competitive and rapidly changing world one should always have appealing, attracting and interesting content on the web site. Web copywriting process is destined to help you to create well-written content copy. Copywriters will be able to design and compose the copy that gain attention of major search engines and increase the traffic on your web site; yet it not enough. One should never forget how the text on your web site should look like. Many copywriters, who write for online and offline companies, commit mistakes by writing and composing the copy that addresses all clients at the same time. However, one should realize that the content that communicates with each client individually rather than with the group of people is the most efficient one. The phrase” Our clients will find our services affordable” sounds weaker than the phrase:” You will find our services affordable” In this case you focus on the uniqueness of your client; you communicate with him and address him directly. Certainly your business might provide services to several thousands of clients yet even in this case you should preserve individual, direct contact with the person. This is one of the most effective strategies in the web copywriting process. Whatever you write-be it a sales letter or just advertisement, SEO copywriting copy or leaflet, this simple principle of direct, individual communication should be preserved. Otherwise your copywriting content might loose some versatility. When you write online copywriting, try to maintain easy-to-read and simple style yet at the same time retain individual approach. Apart from this, your content must be designed to target particular groups of people; that is why it is extremely important to combine copywriting process with marketing research which allows you to indicate your potential customers and thus design and compose the content that matches their wishes and expectations. Do not waste your energy, skills and time on poor written content. Remember that some minor detail may ruin the efficiency of your content; do not let it happen.

         
    For newsletter publishing success keep your focus on what matters

     

    The other day, I was having an email conversation with a friend about business goals. She mentioned that she’d started a book only to realize she didn’t want to write one *right now* after all. She had mixed feelings about the decision, though. After all, *everyone* says a good consultant *must* write a book. And she was feeling the pressure. In a reply email, I offered her a piece of advice that, as soon as I’d typed it, I knew was really advice for *me* and not her. Have you ever had that happen? You’re talking with someone and you hear yourself making a suggestion that you realize (on the spot or later on) is exactly what *you* needed to hear? This final newsletter ingredient continues to be the hardest for me–I grapple with it in nearly every issue. See, persistence, and staying the course with your newsletter, is all about keeping your focus on the things that matter. Not letting yourself get distracted by all those *other* great ideas. The sections you *could* add to your newsletter. The design changes you *could* make. The requests and reviews and … that *might* be good to include. I find myself going around in circles some weeks–not wanting to start the newsletter, and yet being on a deadline and *needing* to start the newsletter. And, each time I get caught in this circle, the solution is consistently the same. Yet, it often takes me several hours to *realize* that I know how to resolve my procrastination. For me, what works most often is to STOP what I’m doing (surfing the Internet for ideas, reading someone else’s book or newsletter, asking someone else what they think I should write about, reviewing back issues) and to simply SIT for a few minutes. I know that’s the solution. And I know it works 9 times out of 10. And yet, I still find myself unwilling to apply it at the first sign of distress. Then again, I’m the same way about taking medicine . I have to get really, really, really sick before I even think of taking something. So often, we think of persistence as working harder, as pushing through it, as forcing ourselves to buckle down and “get it done.” And there’s value to that. But, in this case, I’m speaking of persistence as more of a willingness to repeat those actions you already *know* work for you. So, if you know that a plain text newsletter format works best for you, don’t let yourself wonder if you should publish in HTML every few months. If you know your readers respond best when you talk about your dog, don’t listen to that consultant who tells you to be more buttoned up. By persistence, I’m asking you to commit to blazing your own trail–doing things your own way. Persist in that. And don’t worry about what everyone says, or what works for everyone else.

         
    Free copywriting pdf

     

    Free Copywriting PDF Within this article today on free copywriting PDF, we will provide some websites in which you can find free PDF e-books and other informative materials to learn more about copywriting. To give you a little background on copywriting, this is a field that is in great demand. If you are interested in this field, you can be sure that you will make good money and the job does offer very good flexibility. The average worker in the United States earned roughly around $60,000 including bonuses in 2005, according to the Bureau of Labor Statistics. Copywriting involves any written materials often published by companies. This could include the annual report that a company publishes as well as its advertisements, radio commercials, and website. There's a great deal of different avenues that copywriters can go down. That paragraph was meant to give you a little insight into the benefits of being a copywriter. Within this paragraph, we will show you some links towards finding free copywriting in PDF form. The first website which we would like to profile is: getitinwriting. biz/ebook_form. php. You are able to get a free e-book that explains how you can use words to bring in more business. This was an example of just one e-book off of this website but there are many other e-books available once you actually sign up and become a member. A general rule of thumb is that products are able to set themselves apart to a certain degree but advertising can be the difference between a dud and a best-selling product. The second website which we would like to point you towards is: pandecta/copy. html. This website does not offer free copywriting PDF it does offer a great deal of information on the field of copywriting. It explains what goes into writing good copy and how it is done. There is not a great deal of resources that have free copywriting in the form of PDF materials. If you search the Internet on free copywriting, there are a great deal of resources that are available for you. You can find tutorials to help learn more about the field as well as information and insights into the field and trends. If you are looking at becoming a copywriter, this could be a great resource for you need to know which particular skills you would want to develop. Copywriting is such a broad field that you will probably specialize in one or two areas. Hopefully this article on free copywriting PDF gives you some ideas and insights into the field of copywriting. If you currently are a writer, this could be a good transition as this field does require a great deal of creativity and does have great benefits such as pay and flexibility. Read over some of the examples from the websites that were given so you can better understand what is available out there. The websites that were given were just two of the first results when typing in a search term "free copywriting."

         
     
         
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