A Comprehensive Guide for Beginners to SEO Content Writing

A Comprehensive Guide for Beginners to SEO Content Writing

Word Count:
2301

Keywords:
professional seo, content writing, Seo article, seo articles, content writing, copywriting, seo content writing, seo copywriting, copywriting guide, content writing guide, seo Philippines

Article Body:
Copywriting has again transcended from its usual form and practices into the new internet era; Copywriting as utilized by the Professional SEO business is also known as Internet Content Writing, Web Content Writing, amongst other terms.

 This article will try to tell you about the basics of copywriting and its advanced application on the SEO aspect. This article aims to provide the beginners in the Search Engine Optimization industry, an in-depth but friendly guide to seo content writing, as well as providing the more advanced copywriters with a guide to remind them of the several tricks they might have forgotten about the craft.

 This guide shall be divided into the three parts of the copywriting process: the before, during, and after. This is the first part of the guide dealing with the things a copywriter must do BEFORE writing the copy. Succeeding parts shall be posted separately because of the size.

Before Writing

 Before doing any writing you should first know the purpose why you're writing that content. Your purpose should be clear and definite so no equivocation of ideas will exist that might confound your readers. Is the writing for sports? Is it for entertainment? Is it educational? These things should be clear on your mind before you write your copy, so a natural flow will exist as you write.

 Another thing to consider is to know whom are you writing for and who are the people you wish to convey the message to? Knowledge of your audience will give you many benefits: people with different cultures only respond to a specific approach you use, technical terms would be very trivial when talking to beginners while spelled out and explained details would be very time consuming for experts. The internet is used by a vast network of people and your target may only comprise a very small minority. It is important that you address your target effectively if you want more conversions (making site visitors into customers) on your web site.

 About the resources
 
 Knowing the right information will certainly give you the right results. Knowing what people want and what they are searching for will be one of the keys to make it big in this business. One of the things that can help you acquire this information is through case studies, surveys and polls that can be found all over the internet. Most of these studies provide general demographic information about internet users. If you're lucky enough (since it is discouraged), you might even stumble with information regarding the searching habits of different demographics.
 
 Once you have decided to use particular information from the internet, make sure that it is from a reliable author or source. Incorrect and inaccurate data proliferates all over the internet and it happens that you may be misled by others to use them, so, see to it that the articles or studies you are about to use are made and conducted by certified educational institutions or known private companies so you will not have any problems about their authenticity.

 Another effective source of information from the internet are pages which rank high among search engines especially those that are related to yours. Analyze and learn the effective things they have done to increase their PageRank and apply them to your work. You could also check out the pages of your top competitors, you might learn a lot from them but be careful not to copy their stuff as it is since they will be constantly checking out their competition. Copyright guidelines are finally catching up with those who replicate content, ending blacklisted by major search engines.

 SEO forums are also helpful in guiding you about the latest trends in the Search Engine Optimization business. Experts usually crowd in these forums to discuss the tricks and trends of the business. Moreover, new updates and trends about Search Engine Algorithms and Technology can be found on these forums so it is highly advisable that you check out those forums. However, the forums might be a little too complicated for beginners as terms often become too technical to understand even by seasoned users.

 About the words

 Now let us go down to business! It is time to know what are the keywords and keyphrases you will use for your copy! The key words and phrases would be the ones that you will use and try to integrate throughout the whole copy. It would be the bait you place in the hook in order to attract and hopefully catch your potential customers.

 First of all, you and your client should brainstorm together (face to face if possible) about the keywords and keyphrases you want to use for the copy. It is important that you brainstorm together so that you will be able to stay true to the brand and have an effective choice for use in the search engine optimization efforts. You could make use of different keyword tools found in the web such as Keyword Discovery, GoodKeywords, WordTracker, Overture, etc. (issues regarding their usability and effectiveness will be discussed separately). These tools can be downloaded or used directly over the internet should you choose to utilize it.

 In choosing keyphrases or keywords remember to start with and use popular but "not-so-competitive" terms since it would be very difficult to compete with more established websites if you have just been starting. The above-mentioned tools will help you determine which key words or phrases you could use.

 One word keywords are very difficult if not impossible to compete with as it would have a more general scope compared with keyphrases. For example, if you are trying to write content for a company selling educational toys, choosing a keyword like "toys" would be a stupid idea since search engines would give around one hundred million hits for that particular keyword, while changing it into keyphrase like "toys for students" or "educational toys" would only have hits of around five million. This means that the chance that a web searcher would actually go to your website would be 100,000,000:1 under the keyword "toys" while choosing the keyphrase "educational toys" means a chance of 5,000,000:1, greatly increasing your chance of being visited. Besides, customers are more likely to refine their searches since using or typing just one word searches would mean being bombarded with a lot of unwanted information than they need, costing more time and effort.

 Your keywords should specifically target (1) the product or service that you are offering and (2) what people actually type whenever they use the search engines in looking for products and services like yours. A good example would be when writing content for a company selling kilns for bricks, you should not optimize for the keyword "kiln for bricks" if most people actually type "oven for bricks" when they are looking for such equipment. It is useless to optimize for the term kiln when most people opt to type oven since a few if none will be looking for the term kiln.

 You should also identify and discover various words and terms which are closely related to your keyword or keyphrases. Some key-terms and keyphrases are so intimately intertwined with others that one group associates it with a particular field while another choose to associate it with something else. One good example would be Cosmetic Surgery. Cosmetic Surgery is a medical procedure, so, it can be regarded as something related with medicine and surgery, while it is also correct to say that it is related with cosmetics and beauty. Since the fields of medicine, surgery, cosmetics and beauty are popular fields, optimizing for both the cosmetic and the surgical aspect of the keyphrase Cosmetic Surgery would bring more keyword hits for searches from individuals of both parts of the spectrum.

 Another thing to consider is to integrate local terminologies or equivalents of your products or services when optimizing with key words or phrases. An "elevator" in the US would be a "lift" in the UK, a "truck" in the US would be a "lorry" in the UK, and the list goes on. When trying to sell products or services for a huge demographically different society, you should optimize for both of the groups as each would tend to search for the more familiar local term. Better yet, you could create different sites for different demographic groups, replacing particular key words and phrases; enabling you to cater to both.

 Moreover, it would be wise to consider placing regional information or regional key words or phrases. Integrating regional information along with keywords and keyphrases enables users who prefer more specified searches to visit your website. You would also benefit from the limited competition because of the more specified search. Most people looking for products and services in the internet would certainly prefer to find what they need locally, so adding local regional information would definitely be of great help to you and your potential client. Another benefit is that you could add another keyword, which is the regional information to your existing key word or key phrase. For example, instead of having just "plumbing services" add "Atlanta" before 'plumbing services'. This would give you an edge over competitors as it would profoundly decrease your competition.

 About the content

 Now that you have the key words and phrases you would need its time to plan about the general thrust of the content, on what the content should be like.

 Generally, the main idea of writing content is for it to be able to provide useful information for visitors in your site. You are primarily writing for the readers, the human visitors of your site, and about the products and services that you have to offer. Secondary to that idea is to provide the search engines information so they could properly and accurately index your site according to its proper category, so anyone who wants to look for something in particular, through the use of search engines, would eventually find what he needs. In other words, your content should be both customer-oriented and search engine friendly.

 In order to do that, you need to plan properly on how to do your copywriting. The whole text should be able to give them what they need and want to know about the products and services you have. Hence, it is highly advisable that you read a lot of information about the subject product or service before you write the actual copy. The goal is to become extremely knowledgeable about the product, so you can explore all the possibilities and play with its strengths and weaknesses and write everything that is needed.

 One important thing to remember is to write content that is unique. Copying content is not only plagiarism and cheating but is also a serious offense that could cause painful penalties under existing Copyright laws. More and more Intellectual Property Rights watch dogs are reporting cases of content stealing and have gained some grounds over the years. Major search engines are now penalizing sites which illegally acquire content from other sources. Penalties include permanently putting sites under a blacklist, sort of a "permanent not to contact sites" for crawlers. Lawsuits and cases about web content writing are now increasing day by day, with more countries enacting laws on Intellectual Property Rights. The risks are just too great if you plagiarize and copy content. So make sure that you quote or place endnotes when you choose to use parts of other's content.

 And lastly, your content should be written in plain, simple, and natural language so as not to destroy the natural flow of words as you write. Highly technical words and terms should be reserved for highly technical discussions, and should be discouraged for everyday internet use.

 About the mood

 You might be wondering what a section about mood is doing in a seo copywriting article, well, it certainly has a LOT to do about content writing. The mood of the reader would certainly affect the way he views a certain product or service. If you did not properly take care of the emotional side of your customer with your writing, consider him gone. Individual moods are affected by a lot of factors; although primarily it is internal, external factors could also affect his mood significantly and luckily what that individual reads is one of them.

 First of all, you should be 'in the mood' for writing. Good copies are mostly written by writers who are either inspired or enlightened with what they are about to write. Content writers should make sure that they are in this special mood because the consequence of the opposite would be a very bad copy. A reader is also likely to be 'drawn' by an emphatic copy written superbly which would eventually end up making the reader get what you are offering.

 One thing you could do to achieve that is to utilize emotional appeal to the reader. Try to integrate personal articles like "you", "we", and "us" more often; try to get your visitors as involved as possible. Avoid being too passive as it would prevent you from establishing a connection or a relationship with your target reader.

 Keep your readers or customers engaged with your site. Make them think and interact by asking questions, giving riddles or trivia. All these create an air of friendliness for potential customers, and once you've made them comfortable reading, they are more likely to respond positively to you. As much as possible make them do all their transactions within your site, give out all the details about what you are offering so that can know everything they need to know. Trying to get online visitors ask questions and product or service information offline will be too cumbersome for them so be as accessible as possible.

 

42 Questions for Achieving Optimal Website Writing Results

42 Questions for Achieving Optimal Website Writing Results

Word Count:
591

Summary:
The foundation for creating advertising copy or website writing that floods your newly designed website's copy with cash-in-hand ready-to-buy customers is forged from the interview process between you and your copywriter. The answers to the questions below are crucial to the effective and successful completion of your project.

Keywords:
website writing, website copy, website advertising

Article Body:
The foundation for creating advertising copy that floods your newly designed website's copy with cash-in-hand ready-to-buy customers is forged from the interview process between you and your copywriter. Subsequent research and the creation of a dynamite promotion all stems from the critical information gathered about your business, your product and service, your customers and your competition. The answers to the questions below are crucial to the effective and successful completion of the website writing portion of your project.

1.     What are all the product's benefits?
2.     What are all the product features?

3.     How is the product different and better than the competition?

4.     What does the buyer expect when he spends his money for this product?  Do we deliver?

5.     What methods, approaches and sales techniques is the competition using?

6.     How does the audience for the product differ from the general public?

7.     How much can the buyer reasonably expect to pay?

8.     Does your average buyer have a credit card or checking account?

9.     Will the product be purchased for business or personal use?

10.  Can you expect to get multiple sales from your buyer?

11. What is the logical 'back end' product to sell someone after he has purchased your product? ['Back end' refers to other products in your product line you can offer to someone who has bought the primary product featured in your ad]

12.  Will I need to show your product in color?

13.  What is the total number of potential customers for this product?

14. Who will buy your product, i.e. teens or seniors, men or women, executives or blue-collar workers?

15.  Is there a market for overseas sales?

16.  Should I offer time payments?

17.  Will the product be a good gift item?

18.  Should my copy be long or short?

19.  What should the tone of my copy be?

20.  Should I test the price?

21.  Should I test copy approaches?

22.  Is there a seasonal market for the product and are you taking advantage of it?

23.  Are testimonials available from satisfied customers?

24.  Do I need photographs or illustrations?

25.  Which appeals have worked in the past for this product?

26.  What objections might arise from a prospective customer? How can I overcome these objections?

27.  Should I use a premium?

28.  Should I offer a money-back guarantee?

29.  Is this item also sold by retail? Are there price advantages I can stress for   buying direct from the ad?

30.  Should I consider a celebrity testimonial?

31. Can I tie in my copy to sonic news event?

32.  Can I tie my copy to some holiday or seasonal event?

33.  Does the product sell better in a particular region or climate?

34.  Should I consider using a sweepstakes?

35.  Can the product be sold through a two-step advertising campaign? [Ads generating queries rather than direct  sales]

36.  What must I do to convince the reader to buy your product now?

37.  Can I use scientific evidence in my sales approach?

38.  Have I allowed enough time to write, design and produce my copy?

39.  Can I get the customer to order by phone?

40.  What approaches used to sell this product have been unsuccessful?

41.  Can I get powerful 'before' and 'after' pictures?

42.  Assuming the ad is successful, is the client prepared with orders?

Copyright Alan Richardson

 

22 Questions to Ask Before You Write a Single Word

22 Questions to Ask Before You Write a Single Word

Word Count:
626

Summary:
To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web. You need to get inside peoples' heads.

Keywords:
copy, marketing, creative, clients, customers, business, Web, copywriting, tips, successful

Article Body:
To write successful copy, you need to know as much as you can. It goes beyond reading background materials, reviewing old marketing pieces and doing some cursory research on the Web.

You need to get inside peoples' heads.

Start with your clients. They know their business and their customers better than you do. (If they don't, they should. You can help them learn more.)

How? Use a marketing/creative brief to get the information you need to ace the copywriting (and marketing) assignment. (A marketing/creative brief is a tool used by ad agencies and corporate marketing and creative departments.)

Following is a marketing/creative brief adapted from one I used during my stint at a Seattle ad agency. Even though I now work solo, I still use it today.

(Begin form)

Marketing/Creative Brief

(Note: Designed for B2B; much of this brief is also applicable to B2C.)

Good input is key to a successful project, campaign, or marketing program. This marketing/creative brief is designed to elicit good input. But it takes thorough and thoughtful answers on your part. Please answer the following questions carefully.

1. What is the description of the piece(s)? (Ad, Web site, brochure, radio script, direct mail, etc.)

2. What is the marketing focus? (What products or services are we telling about?)

3. What is the communications problem that the piece(s) must solve? (Awareness, positioning or repositioning, product introduction, category introduction, etc.)

4. Who is the audience? (Demographics, title, function, responsibility, etc.)

5. What is their point of view about the product, service, category?

6. Who is the secondary audience(s), if any?

7. What business problems or issues does the product(s)/service(s) solve for the audience(s)? (Efficiency issues, profitability issues, operations issues, technology issues, etc.)

8. What effect do we want the piece(s) to have on the target audience(s)? (Purchase, phone call, visit Web site, request more information, increase their awareness, etc.)

9. What can we offer to achieve the desired response? (Demos, situation evaluation, sales collateral, personal visit, white paper, etc.)

10. What is the single essential message we must tell the target audience(s) to achieve the desired effect? (Be as concise as possible.)

11. What evidence is there to support our claims? (Features and benefits, testimonials, case studies, etc.)

12. Can anyone else make a similar promise?

13. Are there any technology issues to address? (Compatibility, operating systems, hardware requirements, etc.)

14. What specific industry issues must be addressed? (Trends, etc.)

15. Are there any industry, product or competitive issues to be avoided?

16. What tone should the piece employ? (Hardhitting/serious, educational/informative, humorous, etc.)

17. What do you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

18. What don't you like about your current piece(s)? (Look and feel, tone, messaging, functionality, etc.)

19. What overall impressions (look and feel, etc.) would you like the piece(s) to make?

20. Will this piece(s) be used with any other pieces? (proposals, collateral, letters, etc.)

21. How will the piece(s) be used (online, leave behind, trade shows, mailed, etc.) and at what point in the sales cycle?

22. Any other comments?

(End form)

Admittedly, getting clients to answer these questions isn't always easy.

That's why it's best to be flexible with the use of a marketing/creative brief. You can ask the client to fill it out. You can use it to interview the client. You can fill it out yourself for the client's review. Any sort of collaborative approach works well.

In the end, stress to your clients that if they want more clicks, more leads and more sales, they need to actively participate in the input process.

One you have all the information you need, you're ready to write a winner.

(c) 2005 Neil Sagebiel

 

10 Tips for Aspiring Freelance Copywriters

Title:
10 Tips for Aspiring Freelance Copywriters

Word Count:
1094

Summary:
Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least.

Keywords:
freelance copywriting

Article Body:
Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least.

1) Invest in a website

The best place for any freelance advertising copywriter or website copywriter to start is to fork out for a website. A website is invaluable because when you cold call and email prospects, you'll need to direct them somewhere that gives them more information. Keep your website simple, include a portfolio page, add any samples of any sort of copywriting you've done, talk about the places you've worked, the clients you've written for, and include any testimonials you've received. Make sure you include your address and contact details as well, so people don't think you're a fly-by-night operation. Of course, it doesn't hurt to include a photo either. If you can't say much about your experience, don't say much. It doesn't even really matter if you don't say anything. Remember, just like any other form of advertising copywriting, writing about yourself requires the art of subtlety. If you lack experience, but you're confident you can do the job, you can be very clever in what you don't say, and most people will read it the way you intended.

2) Don't target agencies

If you've never worked as an advertising copywriter or website copywriter before, don't target advertising agencies and web design agencies. They know exactly what they're after, so if you don't have a portfolio, you won't stand a chance. Managing an inexperienced copywriter and controlling quality takes a lot of time and introduces risk. Most agencies are too busy to give unproven copywriters a break, even if you're prepared to do the work on spec. Target end-clients directly.

3) Cold call, cold call, cold call

One of the best ways of generating business in the early days is to cold call potential end-clients. It's hard work and very time consuming, but you can generate some very qualified leads. For more information on cold calling,

4) Use a contacts & jobs database

No matter where you're at in your freelance copywriting career, you NEED a database of contacts and jobs. Kind of a scaled down CRM (Customer Relationship Management) tool. Use it to record everything! Particularly names, phone numbers, and the details of any correspondence (especially phone calls). I created my own database using Microsoft Access.

and jobs.mdb to download a 208KB working copy for FREE. You'll need Microsoft Access 2000 to run it. I'm no database expert, so it's not a work of art. It'll certainly get you started though. (TIP: When using the database, press Ctrl + ; to enter today's date.)

5) Write a few samples

If you're targeting specific clients or industries, don't be afraid to write a few samples and send them through. You can offer the pieces free of charge (everyone likes something for nothing) or at a discount, or you can use it as an incentive to sign them up for future work. It all depends on the type of work and the type of client. The important thing to remember is that samples are virtually as good as a portfolio to most prospective clients.

6) Invest in an accounts package

Don't be fooled into thinking you can handle your accounts manually (or with Microsoft Excel). Even if you only have a few clients, you NEED a proper accounts package like MYOB or Quicken (they both offer small business versions). You'll understand why the first time you do your GST reports or annual taxes. In fact, you'll understand why whenever you need to chase down outstanding invoices

7) Give great service

This may seem like an obvious one, but it's important to remember that "great service" means different things to different clients. Most of the time you'll be working with direct clients (quite often startup businesses) and agencies. Both appreciate great service, but define it entirely differently. Agencies rely on their freelance copywriters to meet strict requirements (get the work done well, get it done on time, don't exceed the budget). They have end-clients breathing down their necks, so reliability is as important as writing quality. End-clients, on the other hand, need an advertising copywriter or website copywriter who sees their business the way they do, and can convey that vision. They'll probably need a lot of guidance as well, particularly if they're just starting out themselves. If you can, help them understand that copywriting isn't just about telling people what products and services the business offers; it's about conveying the benefits of those products and services. A good advertising copywriter or website copywriter will be able to help their client think in terms of benefits instead of products and services.

8) Expect hard times

The first year or two as a freelance advertising copywriter or website copywriter will be difficult. It takes a while to generate momentum and during that time, you'll probably find yourself wondering if you've made the right career choice. While it's possible to earn six-figures each year, you have to be patient (so it's not ideal for new or intending parents or anyone with huge mortgage commitments).

9) Don't spend too much on training

In my humble opinion, no money spent learning is wasted. However, you have to weigh up the return on investment. I don't know much about what copywriting courses are available, but if they're expensive, I'd think twice. In my experience, most clients (be they agencies or end-clients) value copywriting ability over training.

10) Know you can do it

Confidence in your copywriting abilities is a must. If you're not adamant you can produce the results the client is after, you'll never be able to convince the client. Remember that everyone feels daunted at the start of a new copywriting job. There's always a steep learning curve in copywriting, and generally quite a bit of time-consuming labour. Don't fall into the trap of focussing on what you don't know and what you haven't done.

Good luck, and happy writing!

 

10 Things You Should Expect From Your Website Copywriter

10 Things You Should Expect From Your Website Copywriter

Word Count:
1087

Summary:
As websites and electronic commerce are becoming more and more common, business owners and marketing managers are realising that quality web copy is every bit as important as impressive design. And with the ever increasing importance of search engine presence, the role of web copy has never been more critical.

Keywords:
web design, website copywriter

Article Body:
As websites and electronic commerce are becoming more and more common, business owners and marketing managers are realising that quality web copy is every bit as important as impressive design. And with the ever increasing importance of search engine presence, the role of web copy has never been more critical.

But in such a relatively new field, customers are still coming to grips with what they can expect of their website copywriter. The question a lot of people are asking is, "How do I know I'll get what I pay for?"

Before engaging a website copywriter for your next project, ask them whether they're able to provide you with the following ten essentials…

1) Fixed Quote

A lot of website copywriters will tell you they only work on an hourly rate. They'll cite varying requirements, rapidly changing technologies, greater incentive, the risk of customer indecision, and a host of other reasons why they can't provide a fixed quote. But don't be fooled. You have a right to know what the job is going to cost you. If a website copywriter won't give you a fixed quote, think twice…

2) Contract of Works to be Completed

Just as important as a fixed quote is a signed contract. It may not be drawn up by a lawyer, but a written and signed document outlining the works to be carried out, and the cost of those works is essential. If a website copywriter is reluctant to provide a written, itemised quote including estimated number of words, you have to ask yourself why.

3) Timeframe

Always ask how long your job is going to take. If you've already had a go at writing your own web copy, you'll know how time consuming it is. Never make the mistake of thinking the job will be done in a day. Granted, a professional website copywriter will be very efficient in crafting your copy, but no matter who the writer, a quality product requires time. And on top of writing time, remember that you'll have to review and provide feedback on everything they write. In a lot of cases, it's the review phase that takes the most time, so make sure you try to set some time aside, otherwise you'll find yourself the bottleneck!

4) Plan of Attack

Try to get some idea from your website copywriter about how they plan to approach your project. Don't be fooled into believing you have to hand over the dollars before they'll reveal their plan of attack. You have a right to be comfortable with their approach before you engage their services. Will you receive individual drafts of every page, or a single draft of the entire site? What format will you receive the finished product in? How many review iterations do they anticipate?

5) Samples

A lot of ambitious web service providers of all types are calling themselves writers these days. They offer copywriting as a specialist service, but don't engage a specialist to complete the work. Always ask to see samples of their previous copy. Read it thoroughly and ask yourself, "Does this copy convey benefits?". Pretend you're the intended audience and ask "Does this copy answer the questions I need answered before I'll buy?"

6) CV

Most copywriters' websites will give you a very high-level overview of their business and the services they offer. Some even offer samples. But very few offer a professional biography of their writers. If you're not happy relying on their website as your sole source of information, ask for a copy of their CV. The things you're looking for are a professional history in writing, and preferably some tertiary education in the same.

7) Testimonials

Perhaps the best indication of a website copywriter's ability is customer satisfaction. Don't be afraid of asking for customer testimonials. A good website copywriter will be proud of their testimonials – so proud, in fact, that they'll be offering them without you even asking. Look for testimonials from companies you recognise and/or can verify. Anyone can get their great-aunt write them a testimonial. Some will even write their own. If you really want to be sure, ask for contact details so you can give the customer a call and hear it straight from the horse's mouth.

8) SEO Copy Skills

Approximately 80% of all web traffic comes through search engines, so it's essential that your website copywriter has proven experience in SEO copy. Ask them their general approach to SEO copy. Do they normally perform the keyword analysis themselves? How do they know when they've used enough keywords in enough of the right places? Can they show you a high ranking site they've written the copy for? What steps do they take to avoid diluting the effectiveness of your primary keyword phrases? Will their SEO copy change the text links on your pages? (It should!)

9) SEO Copy at No Extra Charge!

Never be fooled into paying more for SEO copy. If you've already performed your keyword analysis, and you know where you want your keyword phrases used, writing of the copy should take no longer than usual. I'll say it again… SEO copy is not an extra – it's how web copy should be written! Do not pay extra for it! The only things you should expect to pay extra for are keyword analyses, adding the HTML code for unmarked text links, providing guidance on site structure, sourcing of inbound links to your site, etc. SEO copy by itself should cost no extra.

10) Writing Experience for Online Media

Writing for an online medium is entirely different to writing for print. Readers have different requirements and objectives, and reading conditions are very different. Make sure your website copywriter knows how to cater to these differences. Ask them to recommend a maximum page length or word count per page. The correct answer should include some comment on the trade-off between the problems of scrolling and the need for a high keyword count for SEO. Ask them whether they prefer long sentences or short (and hope to hear "short"). Ask them whether they will include lots of text links within the main body of the copy, and if so, will they appear as regular links (colored and underlined) or will they be unmarked.

Professionally written copy can mean the difference between a great looking site and a great looking site THAT EARNS YOU MONEY.

Choose your website copywriter carefully.

 

10 Things You Should Expect From Your IT Copywriter

10 Things You Should Expect From Your IT Copywriter

Word Count:
1294

Summary:
Anyone who's ever tried marketing IT products or services knows that it's a specialist field. Your customers in the IT industry have very unique and specific requirements, and that means you do too. In order to write compelling copy around your offering, you need a copywriter with a solid understanding of the IT world – someone who's not afraid to call themselves an "IT Copywriter".

Keywords:
IT copywriting

Article Body:
Anyone who's ever tried marketing IT products or services knows that it's a specialist field. Your customers in the IT industry have very unique and specific requirements, and that means you do too. In order to write compelling copy around your offering, you need a copywriter with a solid understanding of the IT world – someone who's not afraid to call themselves an "IT Copywriter".

So how do you know when you've found an IT copywriter? And – more importantly – how do you know what to expect from them? The following 10 tips will give you a good understanding of the qualities to look for – the things that make a copywriter an IT copywriter.

1) IT background

Perhaps the most beneficial quality in an IT copywriter is a solid background of some sort in the IT industry. If your copywriter shares an understanding of your domain, you'll spend far less time explaining the benefits of your product or service. Remember the last time you watched someone glaze over as you waxed lyrical about the wonders of your latest technology? You don't want that to happen when you're briefing your copywriter. More importantly, you don't want that happening when your potential customers read your copy!

2) Technical writing experience

Good technical writers are experienced in bridging knowledge gaps. This means they have to understand the technology, but they also have to be able to talk about it in the layperson's language. A copywriter with technical writing experience in the IT industry is likely to have domain knowledge and an ability to hit the ground running. They'll be quick on the uptake, so they'll understand your product or service more rapidly than most.

Of course, not every technical writer is a IT copywriter. You need to be sure they can write compelling copy – not just dry instruction manuals. Take a look at their samples and testimonials before making a decision.

The other important consideration – especially if you're after a website copywriter – is, do they have online writing experience? Writing for an online medium is entirely different to writing for print. Readers have different requirements and objectives, and reading conditions are very different. Many technical writers have written online help, so they should know how to cater to these differences. To be sure, ask them to recommend a maximum page length or word count per page. The correct answer should include some comment on the trade-off between the problems of scrolling and the need for a high keyword count for SEO. Ask them whether they prefer long sentences or short (and hope to hear "short").

3) Further Education

IT products and services are generally very complex in themselves. What's more, the needs of the end-customer are also very complex and unique. This means there's normally quite a steep learning curve for anyone new. Ask your IT copywriter if they have tertiary qualifications. It's not essential, and – by itself – it's no guarantee of quality copy, but it's generally a good indicator of someone who's been trained in the art of learning (i.e. researching, information filtering and modelling, knowledge retention, etc.).

The flip-side of that coin is to be wary of people who are technically qualified. Don't discount them on sight (many technical people have made great IT copywriters); just remember that technically trained people have a tendency to take a lot of things for granted when speaking to lay-people. Your IT copywriter needs to be able to understand the technology and its complexities, but still relate to the issues of the non-technical customer.

4) Management Experience

Anyone with management experience – at any level – has dealt with decision makers. They may even have been a decision maker themself. In any form of promotion, you need to appeal to the decision maker. Your IT copywriter needs to develop an understanding of the needs, influences, pressures, problems, work environment, and constraints of your typical decision maker(s). The more understanding your IT copywriter brings to the relationship, the less time you'll spend schooling them.

5) Marketing Experience

Actual marketing experience is a big plus. It brings with it a broader understanding of strategic marketing and the realities of working with a range of challenging people and evolving products and services. Look for an IT copywriter with corporate experience as a marketing manager or marketing coordinator, or someone who runs a copywriting business with a heavy marketing focus.

6) Testimonials

Anyone can call themselves an IT copywriter; few have the client testimonials to prove it. Testimonials are a great way to validate your IT copywriter's claims. Ask to see some and read them carefully. Don't just look at the company name and logo. You need to determine if the clients' words back up the copywriter's claims. And make sure the testimonial relates to the type of work you're commissioning (or something with similar requirements).

7) IT Samples

The proof is in the pudding. ALWAYS ask potential IT copywriters to send you samples of their work. And – as with testimonials – don't be fooled by flashy packaging, big names, and recognisable logos. Read the words. Are they relevant to your project? Do they convey a clear understanding of the subject matter? Do they convey benefits or just features? Are they written in a style that you find easy to read, yet compelling? And after you've read the words, double-check exactly how much input the copywriter had in their writing. Not all copy is written from scratch. Some copywriters work in teams, and others do more editing than writing. Make sure you get a clear understanding of your IT copywriter's abilities and experience before commissioning them.

8) Understand Benefits

Your customers aren't interested in what you do; they're interested in what you can do FOR THEM. In other words, they're interested in what benefits your product or service will deliver. How will it make their day easier, more enjoyable, less stressful, safer, or more profitable? Identifying benefits is one of the hardest tasks in any advertising project. In fact, many people rely on their copywriter to help them uncover the most compelling benefits. Does your IT copywriter truly understand the benefits you're promoting?

9) Contributes value

A good IT copywriter should have solid professional experience. They should bring value to your marketing push which goes far beyond the written word. Strategy, tactics, imagery, contacts, anecdotes, corporate identity… Your IT copywriter must bring more to the table than grammar and punctuation. Expect them to make suggestions, not simply take notes and say "Yes".

10) Plus all the normal copywriter requirements…

Of course, your IT copywriter must be able to satisfy all the normal copywriter requirements. Ask for a contract of works to be completed, a time estimate, a plan of attack, a CV, and SEO copy skills (if search engine presence is important to you). For more information about what to expect from a normal copywriter

Conclusion

Traditionally, copywriters have been seen as a small cog in the big advertising machine. As a result, most copywriters have risen through the ranks of generic advertising agencies. These days, however, more and more people are sidestepping the agency and going direct to the copywriter. This approach gives them consistency across all of their written collateral, more compelling and engaging copy, and more responsive service. Within the industry, this change means that copywriters aren't confined to ad agencies, and are able to specialise. The end result to you? While finding a good IT copywriter with an IT background is still a big challenge, it's certainly becoming easier. You simply need to take the time to ask the right questions.

Good luck.

 

10 Things to Expect from Your SEO Copywriter

Title:
10 Things to Expect from Your SEO Copywriter

Word Count:
1489

Summary:
From the perspective of a business owner, webmaster, or marketing manager, the change exhibited by the Internet is profoundly exciting, yet profoundly disturbing. The information (and misinformation and disinformation) it offers, the business benefits it promises, and the rules it is governed by change at such a rapid rate that it's almost impossible to keep up.

Keywords:
SEO copywriting

Article Body:
From the perspective of a business owner, webmaster, or marketing manager, the change exhibited by the Internet is profoundly exciting, yet profoundly disturbing. The information (and misinformation and disinformation) it offers, the business benefits it promises, and the rules it is governed by change at such a rapid rate that it's almost impossible to keep up.

These changes have led to a growing appreciation of the value of quality web copy. This appreciation has, in turn, led to an influx of opportunistic 'copywriters' promoting themselves as website copywriters or SEO copywriters. Don't get me wrong, there are quite a few excellent SEO copywriters out there, and you should definitely shop around. The purpose of this article isn't to scare you; it's to help you find the SEO copywriter who'll deliver honest service and excellent results.

So with that in mind, take a look at the following ten tips. These are the things you have a right to expect from anyone wearing a name badge that reads "website copywriter", "SEO copywriter", "internet copywriter", or "web copywriter"… (See also 10 Things to Expect From Your Website Copywriter and How to Make the Most of Your Website Copywriter.)

1) An understanding of SEO

Obviously, your SEO copywriter must have a solid understanding of the essentials of Search Engine Optimization. They must know that ranking is essentially the result of a website's relevance (i.e. keywords) and importance (i.e. inbound links). There are a whole lot of other factors involved, but if your SEO copywriter doesn't understand these two basics, you should look elsewhere. If you'd like to ensure your SEO copywriter knows a little more than just the basics, take a look at SEO for CEOs, Writing SEO Copy, SEO Trade Secrets, Web Copy - How Much is Enough?, and How to Top Google by Writing Articles for some clues as to what you might like to ask in order to assess their knowledge.

2) Proven experience

The proof is, as they say, in the pudding. It's not enough that your SEO copywriter can talk the talk; they must also be able to walk the walk. Ask to see some examples of websites for which they've obtained some good rankings. Note that it may be very difficult to find an SEO copywriter who has actually worked on both keywords and link generation, so if you find one who has, and they write well, snap 'em up! They'll have a very broad and useful working knowledge of search engines.

3) An understanding of how many keywords to use

You don't want to fill every page up with every keyword you're targeting. This simply dilutes your site's relevance and reduces readability. Ask your SEO copywriter how many keywords they would recommend targeting on each page. Hopefully they'll suggest no more than 3, preferably 2. By targeting 2 keyword phrases per page, you can use them a lot without impacting readability.

4) Clear agreement on who will provide keywords

Someone needs to perform a keyword analysis in order to figure out what words you should be trying to rank highly for. Your SEO copywriter should be able to do this for you, but it's quite often more cost-effective if someone a little closer to the business does it. Either way, make sure your agreement with your SEO copywriter makes it very clear who is performing this task. Don't assume the SEO copywriter is going to do it, because they may assume you're going to do it, and then you'll blow your budget.

5) Keywords or keyword phrases

Expect your SEO copywriter to offer some advice regarding how specific you should be with your keywords. In most industries, the competition for keywords is so fierce that you'll be forced to target very specific keywords in order to rank – at least at the outset. For instance, if you're in IT, you probably wouldn't start out by targeting the keyword "IT". The competition is immense (at the time of writing, there were approx 3,240,000,000 results for this search in Google.com) and the IT giants already dominate the search engines for this keyword. Instead, try using a more specific keyword phrase like "IT infrastructure consulting new york" (at the time of writing, there were only around 4,000,000 results for this search in Google.com). The other benefit to targeting more specific keyword phrases is that you'll generate more relevant leads.

6) Agree on word count per page

Always make sure your SEO copywriter gives you an indication of the number of words they expect to write per web page. While it's necessary to have a decent body of words on most of your web pages, you certainly shouldn't have too many. What "too many" is all depends on your industry, the objective of the page, and the needs of your audience. It's always a delicate balance, but it's certainly possible to rank highly with only 100-200 words per page. So don't be fooled into paying for copy you don't need!

7) Density targets & measure

SEO of a web page is NOT guess-work. A good SEO copywriter will talk about density measures. This is a measure of the number of time the keyword phrase appears on the page. It's expressed as a percentage of the total word count of the page. So if your page has 200 words, and your keyword phrase appears 10 times, its density is 5%. As a rule of thumb, your SEO copywriter should be aiming for a density of approximately 5% for your primary keyword phrase and 3-5% for your secondary keyword phrase. If your density measures are much higher than this, readability will be reduced, and you'll risk being perceived as spam by the search engines. Make sure your SEO copywriter understands keyword density, is prepared to state the target density for each keyword phrase, and is also happy to be measured by that standard (should you decide to measure).

8) Where to place keywords

The question of keyword placement has been the subject of much debate amongst SEO copywriters. While it is still unclear how much impact placement has, there is a general consensus that it has SOME impact. Be sure that your copywriter is aware of this impact. Popular opinion has it that keywords are more effective if they appear in headings, bolded text, links, and generally toward the beginning of the page.

9) Some comment on structure & links

Websites are generally better indexed by search engines if their spiders can traverse the entire site using text links. This means your SEO copywriter should be linking each page to every other page using text links. If your site is complex, this may be impractical, so your SEO copywriter will need to create a hierarchical structure for your site. First, they should break your subject material down into categories. Then for each category, they should write a summary page. These summary pages should be accessible from higher level pages via text links. They should also be accessible from each other. Each summary page should link – using text links – to a number of pages discussing the finer details of the category. And each detail page in a particular category should link to every other detail page in that category (once again, using text links). This way the spiders are able to travel from the top of your hierarchy to the bottom, and from left to right across any level.

10) Don't believe grand promises

SEO copywriters can play a significant role in increasing your search engine ranking. But they can't do it overnight. By optimizing your site for your target keyword phrases, an SEO copywriter is simply declaring the relevance of your site. If you engage an SEO copywriter to write helpful articles containing a byline with a link back to your site, you can then submit these articles for publication on the Internet, and this will steadily increase your ranking. But if an SEO copywriter tells you they can dramatically increase your ranking in a matter of hours or days, be wary. NOTE: Your SEO copywriter should be able to submit your articles to various submit sites on the Internet. These sites are closely watched by hundreds of thousands of publishers of e-newsletters and article pages from all around the world. High quality articles are quickly snapped up and published prolifically. And each time your article is published, you've got another link back to your site, thus increasing the importance of your site (to the search engines). If you'd like to submit your own articles, your SEO copywriter should be able to sell you a list of 50 or more submit sites for as little as USD$99.

Conclusion

An SEO copywriter is a valuable addition to your marketing function. But you need to make sure you choose wisely. When you know what questions to ask, the battle is half won.

 

9 Tips for Better Copywriting

9 Tips for Better Copywriting

Word Count:
684

Summary:
Do you use weak verbs?  Are you needlessly redundant, or robotic in your use of long sentences? Do you sometimes overstate the obvious? Here are 9 handy tips that can improve and economize your writing.

Keywords:
Copywriting, copywriters, writing, advertising copy, ads, brochures, mailers, web content

Article Body:
We all learned how to write in school, but in advertising, there are some simple techniques that experienced writers use to convey messages with greater impact and brevity.  Without being too tutorial, you'll find these 9 tips quite handy when writing your next sales letter, brochure or web page.

Avoid the wimpy verbs—is and be.
These "do-little" verbs only occupy space and state that something exists.  So don't write "There is one simple omission that can transform a sentence from boring to brilliant."  Do write "One simple omission can transform a sentence from boring to brilliant." Similarly, avoid "We will be running the new program from our Dallas office."  Instead, opt for "We will run the new program from our Dallas office."

Place the longest item at the end of a series.
Start with the simple and work toward the complex.  It's less confusing and makes a more memorable ending to the sentence.  If you have a series like "He was always later that Joan, loud and boring."  Opt for "He was loud, boring and always later that Joan."

Specifics are more convincing.
Unless you must for legal reasons, don't use words like many, several, approximately, nearly and other such mushy weasel modifiers. Specifics tell your audience that you know what your product can do based on tests, research, results, etc.

Modify thy neighbor.
Neighboring clause, that is.  Make sure your modifiers apply directly to the pertinent clause in question. Do this and you'll avoid such gaffes as "I collided with a stationary truck coming the other way.  (The truck wasn't coming the other way, it was stationary.)  Better to tell the judge "I was coming the other way and collided with a stationary truck." (You'll still pay the penalty for running into a truck, but at least you'll come across as sober.)

Use single verbs to avoid doublespeak.
Single verbs can often do the work of two similar verbs.  Instead of "The computer was operating and running smoothly," go for "The computer was running smoothly."  Or, instead of "He was empty and ran out of gas," go for the more direct "He ran out of gas."

Vary sentence length.
A string of sentences all the same length can be boring.  Start with a short sentence or at least a medium-length one, then go long, short, medium or any combination thereof.  Imagine a person talking in sentences that are all the same length.  Robotic. 

Are your sentences like the Energizer Bunny?
They go on and on. Just because you're conveying legal or complex technical information, doesn't mean you have to use serpentine sentences that never seem to end. Instead of saying "Laser beams, which have many properties that distinguish them from ordinary light, result from the emission of energy from atoms in the form of electromagnetic waves." Break up and re-phrase to "Laser beams have many properties that distinguish them from ordinary light. They are produced when atoms emit energy in the form of electromagnetic waves." 

Go short and sweet.
Why use a 4- to 5-word phrase when a 1- to 2-word version will do nicely—with no loss in meaning?  Statements like "in view of the fact that" can be easily reduced to "since" or "because." Word economy is particularly important, especially when you're paying for premium ad space in a major publication.

Don't overstate the obvious.
Redundancy is good for space travel, but not for clear writing.  Phrases like "anticipate in advance," "totally finished," or "vital essentials" will drive your readers crazy and communicate very little. The same goes for stringing two or more synonyms together like "thoughts and ideas" or "actions and behavior."  It makes readers wonder if you really meant to say two different things or just wanted to reinforce one word with a needless synonym. 

So the next time you're struggling with that sales letter, mailer or web page, follow these simple rules. They'll help you communicate your message more clearly and with greater selling power. Remember, there are 26 letters in the English alphabet.  Use them wisely.

 

9 Essential Items Your Website Copywriter Must Know

9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word…

Word Count:
446

Summary:
It's pretty much a given…when you hire a website copywriter for your newly designed web site, your getting someone with above average writing skills. But the best copywriters are more than merely good writers. They are expert interviewers, researchers and marketers. Before sitting down to compose those lead generating or sales gems, they must completely understand all the benefits of your product or service.

Keywords:
website copywriting, copywriting, website development

Article Body:
…And if he's not asking, you don't want him writing for you.

It's pretty much a given…when you hire a copywriter for your newly designed web site, your getting someone with above average writing skills. But the best copywriters are more than merely good writers. They are expert interviewers, researchers and marketers. Before sitting down to compose those lead generating or sales gems, they must completely understand all the benefits of your product or service, your goals for the project, what makes your customers tick and what distinguishes you from the competition.

If your copywriter is not covering these topics and asking these questions before he begins writing your copy, you will not get the biggest bang for your buck.

Website copywriting components:

·        Project Objective

Is the purpose to make a sale, educate your customers, raise market awareness of your product or service, enhance your company image…or perhaps , internally, excite your sales force, improve company esprit de corps, build company loyalty?

·        Target audience:

Who is the customer to whom we are writing? What are their sex and ages? What jobs they hold? What about their social status and economic circumstances? Where are your customers geographically concentration? What motivates them? What if anything do they already know about your product/service?

·        Product description:

What are all the product's features; its specifications, components, its manufacturing and delivery process? What efforts have een made to market it to date?

·        Customer benefit:

Why should the customer buy your product or service? Can you quantify savings in time, money and/or effort?  What is the relative importance of this product/service to the customer?

·        Support for benefits claims:

What proof is available to support your product/service claims; in the form of test data, focus group reports, testimonials? We are looking for specific, quantifiable facts here, not subjective generalities.

·        Competition:

Who are your competitors in the marketplace? How can I get an objective assessment of their features and a comparison to your product or service?

·        Creative consideration:

What are the limitations and constraints for the promotion; such as budget, schedule, and overall requirements?

·        Distribution:

How do you intend to market this promotion?  What is the planned marketing campaign…ad runs when and where, brochure distribution and mailing plans?

·        Unique Selling Proposition:

What specifically makes your product/service unique in the marketplace? What separates you from the competition?

Copyright Alan Richardson

 

8 Steps To Irresistible Email Copy Every Time

8 Steps To Irresistible Email Copy Every Time

Word Count:
870

Summary:
=> Step #1 - WHO DO YOU THINK YOU`RE TALKING TO?

Before you sit down to write your email sales letter, you`ve got to determine exactly who your audience is. This is a master key to getting results from email marketing.

Ask yourself these questions:

- What do your prospects/customers want?
- What frustrates your prospects/customers most?
- Who else is selling something similar to you?
- Why should your prospects/customers believe you?
- Why should prospects/custom...

Keywords:
email marketing, copy writing

Article Body:
=> Step #1 - WHO DO YOU THINK YOU`RE TALKING TO?

Before you sit down to write your email sales letter, you`ve got to determine exactly who your audience is. This is a master key to getting results from email marketing.

Ask yourself these questions:

- What do your prospects/customers want?
- What frustrates your prospects/customers most?
- Who else is selling something similar to you?
- Why should your prospects/customers believe you?
- Why should prospects/customers respond to you instead of someone else?
- What kind of appeals will your target market respond to?

=> Step #2 - A GREAT SUBJECT IS YOUR OBJECT

Before an email can generate results, recipients need to open it. But what can you do to spark their interest and get their interest "motor" revved up?

Your SUBJECT LINE is the key.

There are four types of email formulas you can use as a guide in crafting your email. Each has a different PSYCHOLOGICAL APPEAL that works like magic on consumers. Here are some examples:

- State a powerful benefit - "Empowerism Satisfies Your Need for Leads"

- Pique curiosity - "Empowerism Has Uncovered the Secrets of Success"

- Write your subject line with a news angle - "Empowerism Launches RSVP For Those Who Want to Double Their Money Fast!"

- Offer Immediate Gratification - "With Empowerism RSVP, you can start the money wheels turning before the sun goes down tonight"

Here`s an important "homework assignment": Write at least 25 SUBJECT LINES before you decide on which one to use. Take the best two and test them against each other in your marketing campaign. (Save the "losers" to use for other purposes or spruce up later.)

=> Step #3 - WHAT`S IN IT FOR THEM?

Sit down and write every conceivable benefit your product has. Don`t know the difference between features and benefits? Features describe the product; benefits describe the results of using the product. Features appeal to logic...logic justifies emotion...emotion drives sales (see below).

Here`s a rule of thumb for benefits: ask yourself "What can my product or service do for my customer?" Then begin to write your letter telling your reader WHAT`S IN IT FOR THEM. Tell them how much better life will be for them after they buy from you. Tell them how much better they`ll feel. Tell them how their peers will respect them more.

=> Step #4 - AN EMOTIONAL APPEAL

When promoting anything to anybody, you must remember that buying decisions are based upon emotion and later backed up by logic. Before you write a single word, determine what emotional hot buttons you need to push to "jumpstart" your prospect.

Selling health supplements? Go for the "fear of illness" button with "A Natural Way to Save Your Eyesight." Selling political bumper stickers? Hit the "anger" button with: "Let the President Know What You Think of His Policies." Other buttons include: curiosity, greed, ego, vanity, hope, and/or fear of scarcity or security.

=> Step #5 - A NAME YOU CAN TRUST

To convince people to buy your product or service, you must make them believe that your offer is credible and that you (or your product) will deliver as promised.

How do you do that? Here are three ways you can build credibility with the readers of your sales letter:

- Provide testimonials.
- Include endorsement letters from authority figures in your industry
- Make your offer and promises sincere and believable.

=> Step #6 - A GUARANTEE

Nowadays, trying to sell without some type of guarantee is a losing proposition. You`ve got to have one. And the stronger your guarantee, the better your response will be. And, believe it or not, although most people will NOT ask for a refund, they`ll trust your offer knowing that you stand behind it.

You can offer a 24-hour, 30-day, 60-day, 90-day, or even a full-year. And here`s an interesting fact: The longer the time period, the fewer returns you`ll have! It`s human nature to procrastinate, so the more time someone thinks they have to get a refund, the more they`ll put it off or forget about the refund altogether.

=> Step #7 - DON`T FORGET TO ASK

It happens all the time. Someone makes a fantastic sales presentation, and then doesn`t close the deal because he/she didn`t clearly ask for the order or made the process confusing rather than simple.

- From the Research Department: Statistics show that you need to ask for the order at least three times to close substantial sales. (Some studies put the number at 7!)

If you can, offer several ways for your prospects to order -- consumers love choice. It tells them, "You`re talking directly to me and meeting my unique needs." If you only offer one way to order, make it crystal clear how AND how easy it is. Describe it in detail and ask for the order. Then ask again.

=> Step #8 - THE EYES HAVE IT

It`s a well-known fact: Large blocks of copy are intimidating and will often send people running for the hills or at least the Delete button.

The solution? Break up paragraphs into two to four sentences. Use several subheadings throughout the email letter. And use asterisks, dashes, and ellipses (...) to give your copy more rhythm. Bullet points are excellent eye-catchers - use them whenever appropriate.

 

6 Reasons Why Case Studies Are A Terrific Market For Freelance Writers

6 Reasons Why Case Studies Are A Terrific Market For Freelance Writers

Word Count:
478

Summary:
Here's a terrific new article from ForCopywritersOnly.com: The demand for case study writers is booming. Yet very few freelance writers are aware of this fun and lucrative market. This article explains.

Keywords:
Copywriting, Writing, Copywriter, Writer, Copywriters, Writers

Article Body:
I remember the first time a client offered me a case study writing assignment.

I was petrified.

It was early in my freelance writing career and I didn't even know what one looked like. I had a lot of questions. "What the heck is a case study?" "How long is it?" "What is the format?" "How much do I charge?"

I didn't have a clue.

Of course, these days, I know more. A lot more. In fact, I write dozens of case studies for clients each year.

Case studies now rank high on my list of the most fascinating — and lucrative — projects I handle. (I'm sure glad that client offered me the job all those years ago!)

If you're unfamiliar with case studies, don't worry. They're really quite simple. A case study is just a fancy name for a success story – the tale of a happy customer and his or her experience using a product or service.

Lately, I've noticed that more and more companies need case studies written, yet have difficulties finding writers who can do the job.

That spells OPPORTUNITY for you and me.

And it gets better. Consider the following:

1. Case studies are not difficult to write.

They are similar in style and format to a newsletter article. So if you can write one of those, you can write a case study.

2. Case studies are relatively short

Usually about 400-800 words in length. Once you've gained a little experience, you'll be able to knock one off in less than a day.

3. The formats are standardized

Unlike ads and direct mail, you won't get stressed out by having to come up with a dazzling new concept or killer headline. The basic structure of a case study is remarkably simple. All that's required of you is to get the facts and write a good piece.

4. Case study writers are in demand

More companies are scrambling to get case studies written today than ever before. I can't give you an exact figure but, in my opinion, the demand for case study writers has increased significantly over the past couple of years.

5. There is little competition

I'm not sure why, but few copywriters go after this market. Some may not know it exists. Others may mistakenly think that case studies are dull or technical. Not true! Case study writing is storytelling. It's fun.

6. Case studies pay well

Surprisingly well. Now you won't get the superstar rates paid to big-league direct mail copywriters. But most clients do pay handsomely for case study writing. Earning $100 per hour is not an unreasonable expectation for an experienced writer. I know many who earn a lot more.

Right now the case study market is booming. Why not jump in and get your share of these fascinating and lucrative writing gigs?

 

5 Must Have Questions In A Sales Letter - Must Know

5 Must Have Questions In A Sales Letter - Must Know

Word Count:
517

Summary:
The Secrets behind Sales Letter  finally revealed! If you want to know how they make it, you'll definitely need to know what they're doing.

Keywords:
advertising, resell, online business,website, ecommerce, SEO, internet marketing, ebay, affiliate marketing, alternatives, traffic, tips

Article Body:
People have included all kinds of sales pitch in their sales letter but sometimes still wouldn't achieve the results they want. The importance of a sales letter is likened to having a shop to sell cars. If the looks of your shop isn't delivering a good impression, no one will be going to buy your cars.

Thus, you must make sure that your sales letter have answers to the most basic questions, and instill interest in your visitors towards your product just with these five specific questions:

1. What's in it for me?
The number one rule of salesmanship – people only buy for one reason, which is for getting the results from a product, what they will receive out of it. To achieve this, you must be quick in catching their attention since the beginning with your headline. Create a very convincing headline and tell your visitors what they will get in one shot through your headline.

2. How will my life be better?
This is where you have to understand the emotional appeals that attract your prospects like moths to a flame. Do they want to become richer, smarter, better looking, thinner or more popular? Do they want to save time, money or effort?

Study your niche market until you know what emotional buttons to push and you'll see a huge increase in your sales instantly. Use their desires to attract themselves, that's where you will get them nodding their heads and continue reading right until the end.

3. Why should I trust you?
People are skeptical when it requires them to take out their wallets in order to buy a certain product. You need to clear their doubts by providing positive testimonials from your previous customers and emphasize the benefits of your product.

If you don't have testimonials for your product, search for forums related to your niche and offer to give a complimentary copy in exchange for a testimonial – usually you will get a hot response in no time.

4. What will happen if I say no?
You are not going to let them say no, that's it. Remind them about the problems that they are having, the frustrations, how much money will they lose, or how sad their lives are currently – and tell them how they can change all of them in one shot, just by a small investment in your product.

5. Will I be stuck with your product?
This is where you seal the deal. Tell them that you provide a 100% satisfaction guarantee, they must get it now. The most important thing is to make them buy, and the rest depends on their choices. 70% of the people who purchase a product will not refund it unless they have seen something similar before or they've planned to only "borrow" it since the beginning.

When you have all these points to answer your prospects' questions in your sales letter, not only will you gain an unfair advantage over your competition but also let your prospect know that you care about their problems and you have the solution that they need.

 

2 “Must Know” Copywriting Secrets that Guarantee Success!

2 "Must Know" Copywriting Secrets that Guarantee Success!

Word Count:
266

Summary:
Copywriters often disagree on whether a short sales piece with lots of white space is better or whether long and detailed is the way to go.

Keywords:
direct marketing, copywriting, buyers

Article Body:
Copywriters often disagree on whether a short sales piece with lots of white space is better or whether long and detailed is the way to go.  The long and short of the debate is this… what type of buyer are you targeting?

There are basically 2 kinds of buyers.

1. The Impulsive Buyer
This is the kind of guy with "places to go and people to see" and not a whole lot of time to do it in.  Typically, he'll skim the headlines and subtopics, glance at the photos and captions, and make a snap decision.

2. The Analytical Buyer
This group of buyers believes that the proof is in the details.  They'll read everything… including the fine print.

It stands to reason that successful copy will address the needs of both buyers…  regardless of length.  Let's look at what you need to do to reach both buyers.

How to reach….

The Impulsive Buyer

1. Use attention getting headlines and sub headlines.
2. Capitalize of graphics that enhance your message…
Photos
Captions
Varying fonts and font sizes
Shading
Use Bold Headlines
Highlight with shaded areas or bullets

The Analytic Buyer

1. Use the headlines, sub headlines, and graphics for the impulsive buyer as guides.  Add the detailed information the analytic buyer needs under the proper heading, and you've got a winning marketing piece that is guaranteed to be successful

Inside knowledge of how your potential buyers react is the key to getting their attention… and extra income.  The fact that the needs of the impulsive buyer and the analytical buyer overlaps is a bonus for you, the copywriter!