Chris Marlow publishes a free newsletter for consultants who want to land the high quality, high value clients.
GetGreatClients.com
Is the Non-Profit Niche for Copywriting All It’s Cracked Up to Be?
January 26, 2010 by IBI · Leave a Comment
Since 2003 I’ve helped many new copywriters select the niche that’s right for them, and those niches have been strong and varied.
Nutraceuticals is big, and so is financial; technology is popular, as well the technology sub-niches of software, hardware, and to a much lesser degree, telecom.
In addition to the more obvious markets I have copywriters specializing in the human potential industry, the seniors market, marketing communications (marcom), publishing, the government, white papers, veterinary, insurance, global markets, and more.
As a niching expert, I know there are dozens of niches open to the freelance copywriter, but the one that has continually stumped me…the one I haven’t been able to safely recommend…is non-profit.
Although I’ve written for non-profit a number of times throughout my agency and freelance career, the pay was paltry (or none), and few of my colleagues had much to say about the niche.
Yet there are those who sing its praises. And many copywriters are drawn to the niche, energized by the idea of doing good and getting paid for it.
After four years it had become apparent to me that the only way I’d be able to recommend this niche, or not, was to do a formal study. So I did.
I wanted to answer some basic questions:
In order to get reliable information, I identified five non-profit copywriters who would represent a healthy cross-section…everyone from the “dean” of non-profit himself to a newcomer who’d recently found success in this niche.
I interviewed each of the copywriters with the express purpose of learning the truth about working in this niche; and each knew the purpose of this report was “truth” over sales; that his or her response would influence the course of copywriters’ careers for years to come.
I wanted to know the good and the bad, the pearls and the warts! And my interviewees gave me both, with generosity, honesty, and candor.
In addition I sponsored a survey of non-profit copywriters, who revealed their incomes, their niche markets, and shared a flood of passionate and cautionary advice about working in this niche. Between the interviews and the survey, a clear picture began to emerge…
A picture that looks something like a map of the United States…one whole homogonous entity made up of numerous smaller entities…revealing a very strong but complicated market!
Some of the findings:
That’s because, according to non-profit copywriter Alan Sharpe, the new generation did not grow up in a culture of giving, so its going to be more challenging for non-profits to gain the funds they need.
Says Alan: “…the parents of baby boomers are the last generation to give out of habit…my parents’ parents and your parents’ parents…they were basically raised to give…
“And that’s not true today. You’ve got 15-year-olds, 20-year-olds, 30-year-olds… You can approach a 20-year-old and ask them for a donation for Hurricane Katrina and they’ll say, ‘Well, how are you going to use it? How can I be sure? Can you email me photographs of my donation at work?’”
So as non-profits find it more and more challenging to collect funds, they will find talented freelance copywriters more valuable to their marketing initiatives.
Other finding on this niche include:
“ChrisNotes: The Truth about copywriting for non-profits” offers six months of research and analysis, 78 pages of survey data (16 questions posed to 54 participants), interviews with successful non-profit copywriters, including the “dean” of non-profit copywriting Jerry Huntsinger, and today’s reigning guru, Mal Warwick; and analysis and commentary by myself, copywriter’s coach Chris Marlow.
“ChrisNotes: The Truth about copywriting for non-profits” is designed to help freelance copywriters determine if non-profit is a good niche for them…one that will fill them up emotionally, financially, and perhaps even spiritually…or not.
A niching mistake can be a critical mistake, and can even destroy a fledgling career. It takes time and money to build a business. Knowing with certainty that your chosen niche is the right fit is the first step to business success.
The World’s Most Powerful Marketing Model for Freelance Copywriters And Their Clients!
January 26, 2010 by IBI · Leave a Comment
As a copywriter and copywriter’s coach, it’s my responsibility to offer powerful, on-target advice to my “mentees.” For them as well as myself…and for you…I keep a keen watch on the world of freelance copywriting to pick up on changes and trends.I spent last month musing over numerous clues, statements, conversations, experiences, and purchased research pertaining to the business side of copywriting.
My conclusion? The world of copywriter marketing is changing rapidly …thanks to the Web.
I built my site in 1998. Back then there were few copywriters on the Internet. For a long time, when you keyed “copywriter” into Yahoo, my site would come in at the top along with Bob Bly’s and Ivan Levison’s. I’m sure there were others, but these are the sites I remember.
With so few copywriters on the Web, I enjoyed a virtual cornucopia of new clients for about four years, until copywriter newcomers started pushing my site down and down and down…until even I didn’t look for my site any more.
Like everyone else, I had to start driving business to my site, and as time wore on, it proved a marketing model that worked very well.
But I believe a radical shift is now taking place…
…one that implores you to forget thinking about your WEB SITE as the centerpoint of your marketing and make your FREE EZINE the centerpoint instead!
Why is this?
Because the ezine is emerging as one of marketing’s most powerful…and inexpensive…and superfast… marketing tools ever.
Note that free ezines have been around for a long time. Note also that there are hundreds of thousands of them! And note that YOU are subscribed to at least one 
In the early days of the Internet virtually everyone looked upon this new medium…the Web…as one would look upon an extra-terrestrial. It LOOKS powerful, but where does that power come from?
Companies started pasting their employees’ bios on the Web until pirating ran rampant. Then they moved toward wimpy “online brochures.” Now enough testing has taken place and enough time has passed to offer clear direction on what works, what doesn’t, and what wins.
And guess what wins?
You guessed it…the ezine!
Knowing this, I’ve gone from suggesting that my coaching students create a highly-targeted, content-rich ezine (or blog), to requiring it.
My own experience with an ezine (thanks to my Freelancer’s Business Bulletin subscribers), proves the power of keeping in touch with a group of like-minded people. Because I work hard to bring useful content to my readers, my list grows steadily and my unsubscribe rate is low.
That said, here’s what you must know about marketing your freelance business in 2006 and beyond:
Today’s business-building writer should select one primary marketing method and strengthen it with other marketing methods that suit their temperament, location, goals, and target market.
I used to believe that one should pick two or three favorite marketing methods and do them exceedingly well.
Now I believe that new copywriters who are entering the business at ground zero, with no name recognition in their marketplace, should use as many marketing tools as they can.
I still recommend direct mail as an essential marketing method because it’s the only way to handpick your target audience…to know that the people you’re reaching are of sufficient quality to deserve your time.
Your direct mailings and everything else you do… participation in discussion boards, article publication, face-to-face networking, cold calls, public speaking, and so on…should drive sign-ups to your ezine.
And it’s from your EZINE that you do your most effective…and least expensive…selling. Over time, as your ezine readership grows, you can abandon your time-consuming direct mailings altogether.
More evidence that the ezine is becoming the world’s most powerful marketing tool…
While on vacation in Oregon I brought along some overdue reading. One piece was Part 2 of Clayton Makepeace’s interview with the legendary Gary Bencivenga. They’re discussing mailing formats, particularly that of the magalog.
Clayton says, “Everyone’s looking for the next big format breakthrough…”
And Gary replies, “I really think it’s here already. I think it’s an e-zine. I’m finding that with the clients I’m a partner with, I almost don’t want to do direct mail anymore.
“It’s too tough to send a 24-page magalog to a prospect who doesn’t know you. I don’t think that direct mail will ever be dead, but rising paper costs, rising printing, and rising skepticism argue against people responding to cold mailings that are trying to sell them something right on the spot.
“I think these factors argue instead for an elongated courtship of an e-zine that is of great value, where the selling process starts more subtly, a lot more softly. Perhaps in the future, the most profitable use of much direct mail will be to drive people into an e-zine relationship.”
Gary Bencivenga’s take on the ezine only strengthens my long-held position that a free ezine should be an essential part of any copywriter’s marketing toolkit.
Gary supports the age-old premise and marketing tactic that in lead-gen, you must lead your prospect down the path with high quality information that is valuable.
Here’s another prediction:
The Internet will create more competition for the freelance copywriter.
This sounds scary but it’s not. Direct marketers such as AWAI are reaching a vast market of people who want to transition from what they’re doing now to a career with greater flexibility, freedom, and financial promise.
On the surface, it may look like lots of new copywriters are flooding the market…and they are!
But most target the obvious markets…the ones we can readily see…such as alternative health and publishing.
And yes, you will see increased competition in the obvious markets as AWAI and other programs create more and more entry-level copywriters.
But this is a perfect example of tunnel vision. You see what’s before you…not what actually exists.
And that’s one of the things I do for my coachingstudents…I show them how to find lucrative hidden “pockets” in traditional copywriting niches.
But it doesn’t stop there.
I also show my copywriters how to discover exciting markets that other copywriters are unaware of…and under certain conditions, I can even show them how to CREATE their own niche markets!
So while it may seem that the market is flooding with new copywriters, the truth is that the new copywriters will flood only the obvious markets. The world of business is full of markets…hidden and not.
The Internet Has Made Marketing Faster, Easier, and Cheaper for Service Providers Such as Copywriters.
I have long marveled over the low cost of maintaining a Web site. Creating a presence in other Web venues (such as discussion groups and blog postings) is virtually free. You can write articles for free and distribute them online for free or at low cost. My own positive experience is proof that the effort to “show up” all over the Web is worth it.
And in a recent conversation with a successful nonprofit copywriter, I learned that email marketing can work well IF you have a reliable source for names and their email addresses.
To avoid spamming, you’ll need to find lists where prospects in a target market have “put their names and emails out there,” and would not be surprised by a cold contact coming in this way. If you’re in a niche market that has associations, this is the most likely place to find such a list.
Local Clients Can be a Good Source of Income for the Beginning Copywriter.
I used to advise against targeting local clients because they usually want you to come to the office for meetings and to “pick up the check.” It’s a bad use of your time, that’s true, but if you have a connection with someone local who you think would hire you, it’s money in the door, experience, and a sample for your portfolio.
And no, they don’t have to be in your niche market. You do want a “connection,” however weak. I once did fun work for Oregon specialty cataloger Norm Thompson. While they usually don’t hire freelance, they used me because I lived in Lake Oswego, which was a stone’s throw to their Wilsonville location.
If You Have the Stomach, Talent, and Opportunity for Public Speaking, Do It!
It’s one of the most effective marketing tools you can use. And because relatively few copywriters like public speaking (including me), there’s plenty of opportunity to get before groups that are eager to hear what you have to say.
Board members are always looking for their next speaker. Believe me, you will be welcomed! Just be sure to avoid groups that have little to offer, such as groups of other solopreneurs.
In My Opinion, Networking is Equal in Power to Doing Steady Direct Mail Mailings to Your Target Market.
And that means both online and off. This is where you definitely do want to stick to your target market, especially in any offline efforts. It’s simply too time-consuming to hob-nob with groups that you don’t have a strong connection with.
It bears repeating…
Make sure ALL your marketing activities send people to your free ezine.
This is the model everyone is using…first it was the small guys, then the mid-size companies caught on, then
I saw Agora’s Internet marketing model…now even the big guys are putting the ezine at the center of their marketing!
Just be aware that it takes “multiple touches” before you can expect to see your relationships turn into business. Some say to plan a minimum of nine touches, and for some copywriting markets, you may find that it takes up to two years of continued contact to gain the trust of your prospect.
THIS is why I now advocate using as many marketing tools as you reasonably can when first starting out…touch as many people as possible, always driving to your list…then touch your own list with frequent mailings (at least once a month), while staying in front of your audience in as many ways as possible.
When I say “use as many marketing tools as you reasonably can,” I don’t mean use everything at your disposal. We’re all human and we have time limits.
If you try to use every marketing tool at your disposal you’ll dilute your efforts. Best to pick those that are right for you from your burgeoning “package” of possibilities.
This is one place a good coach can help you accelerate your success…by showing you how to create a customized marketing plan. Copywriters are akin to marketers…and smart marketers craft marketing plans that maximum their exposure both online and off.
Chris Marlow publishes a free newsletter for freelancers who want to land the high-quality, high-paying corporate clients. Visit:
FreelancersBusinessBulletin.com
PO Box 1134, Palm Desert, CA, 92261
P: 760-340-2045
chris@chrismarlow.com
© Chris Marlow, all rights reserved
Copywriting Basics – Answer the Questions You’d Want Answered
January 25, 2010 by IBI · Leave a Comment
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.
Copyright 2005
George Dodge is owner of http://www.CompellingWebCopy.com where you will discover 757 explosive web copywriting techniques guaranteed to skyrocket your sales and stuff more cash in your pocket – even if you haven’t written a thing since high school!
Is the Non-Profit Niche for Copywriting All It’s Cracked Up to Be?
January 25, 2010 by IBI · Leave a Comment
Since 2003 I’ve helped many new copywriters select the niche that’s right for them, and those niches have been strong and varied.
Nutraceuticals is big, and so is financial; technology is popular, as well the technology sub-niches of software, hardware, and to a much lesser degree, telecom.
In addition to the more obvious markets I have copywriters specializing in the human potential industry, the seniors market, marketing communications (marcom), publishing, the government, white papers, veterinary, insurance, global markets, and more.
As a niching expert, I know there are dozens of niches open to the freelance copywriter, but the one that has continually stumped me…the one I haven’t been able to safely recommend…is non-profit.
Although I’ve written for non-profit a number of times throughout my agency and freelance career, the pay was paltry (or none), and few of my colleagues had much to say about the niche.
Yet there are those who sing its praises. And many copywriters are drawn to the niche, energized by the idea of doing good and getting paid for it.
After four years it had become apparent to me that the only way I’d be able to recommend this niche, or not, was to do a formal study. So I did.
I wanted to answer some basic questions:
In order to get reliable information, I identified five non-profit copywriters who would represent a healthy cross-section…everyone from the “dean” of non-profit himself to a newcomer who’d recently found success in this niche.
I interviewed each of the copywriters with the express purpose of learning the truth about working in this niche; and each knew the purpose of this report was “truth” over sales; that his or her response would influence the course of copywriters’ careers for years to come.
I wanted to know the good and the bad, the pearls and the warts! And my interviewees gave me both, with generosity, honesty, and candor.
In addition I sponsored a survey of non-profit copywriters, who revealed their incomes, their niche markets, and shared a flood of passionate and cautionary advice about working in this niche. Between the interviews and the survey, a clear picture began to emerge…
A picture that looks something like a map of the United States…one whole homogonous entity made up of numerous smaller entities…revealing a very strong but complicated market!
Some of the findings:
That’s because, according to non-profit copywriter Alan Sharpe, the new generation did not grow up in a culture of giving, so its going to be more challenging for non-profits to gain the funds they need.
Says Alan: “…the parents of baby boomers are the last generation to give out of habit…my parents’ parents and your parents’ parents…they were basically raised to give…
“And that’s not true today. You’ve got 15-year-olds, 20-year-olds, 30-year-olds… You can approach a 20-year-old and ask them for a donation for Hurricane Katrina and they’ll say, ‘Well, how are you going to use it? How can I be sure? Can you email me photographs of my donation at work?’”
So as non-profits find it more and more challenging to collect funds, they will find talented freelance copywriters more valuable to their marketing initiatives.
Other finding on this niche include:
“ChrisNotes: The Truth about copywriting for non-profits” offers six months of research and analysis, 78 pages of survey data (16 questions posed to 54 participants), interviews with successful non-profit copywriters, including the “dean” of non-profit copywriting Jerry Huntsinger, and today’s reigning guru, Mal Warwick; and analysis and commentary by myself, copywriter’s coach Chris Marlow.
“ChrisNotes: The Truth about copywriting for non-profits” is designed to help freelance copywriters determine if non-profit is a good niche for them…one that will fill them up emotionally, financially, and perhaps even spiritually…or not.
A niching mistake can be a critical mistake, and can even destroy a fledgling career. It takes time and money to build a business. Knowing with certainty that your chosen niche is the right fit is the first step to business success.
Chris Marlow publishes a free newsletter for consultants who want to land the high quality, high value clients.
GetGreatClients.com
The World’s Most Powerful Marketing Model for Freelance Copywriters And Their Clients!
January 25, 2010 by IBI · Leave a Comment
As a copywriter and copywriter’s coach, it’s my responsibility to offer powerful, on-target advice to my “mentees.” For them as well as myself…and for you…I keep a keen watch on the world of freelance copywriting to pick up on changes and trends.I spent last month musing over numerous clues, statements, conversations, experiences, and purchased research pertaining to the business side of copywriting.
My conclusion? The world of copywriter marketing is changing rapidly …thanks to the Web.
I built my site in 1998. Back then there were few copywriters on the Internet. For a long time, when you keyed “copywriter” into Yahoo, my site would come in at the top along with Bob Bly’s and Ivan Levison’s. I’m sure there were others, but these are the sites I remember.
With so few copywriters on the Web, I enjoyed a virtual cornucopia of new clients for about four years, until copywriter newcomers started pushing my site down and down and down…until even I didn’t look for my site any more.
Like everyone else, I had to start driving business to my site, and as time wore on, it proved a marketing model that worked very well.
But I believe a radical shift is now taking place…
…one that implores you to forget thinking about your WEB SITE as the centerpoint of your marketing and make your FREE EZINE the centerpoint instead!
Why is this?
Because the ezine is emerging as one of marketing’s most powerful…and inexpensive…and superfast… marketing tools ever.
Note that free ezines have been around for a long time. Note also that there are hundreds of thousands of them! And note that YOU are subscribed to at least one
In the early days of the Internet virtually everyone looked upon this new medium…the Web…as one would look upon an extra-terrestrial. It LOOKS powerful, but where does that power come from?
Companies started pasting their employees’ bios on the Web until pirating ran rampant. Then they moved toward wimpy “online brochures.” Now enough testing has taken place and enough time has passed to offer clear direction on what works, what doesn’t, and what wins.
And guess what wins?
You guessed it…the ezine!
Knowing this, I’ve gone from suggesting that my coaching students create a highly-targeted, content-rich ezine (or blog), to requiring it.
My own experience with an ezine (thanks to my Freelancer’s Business Bulletin subscribers), proves the power of keeping in touch with a group of like-minded people. Because I work hard to bring useful content to my readers, my list grows steadily and my unsubscribe rate is low.
That said, here’s what you must know about marketing your freelance business in 2006 and beyond:
Today’s business-building writer should select one primary marketing method and strengthen it with other marketing methods that suit their temperament, location, goals, and target market.
I used to believe that one should pick two or three favorite marketing methods and do them exceedingly well.
Now I believe that new copywriters who are entering the business at ground zero, with no name recognition in their marketplace, should use as many marketing tools as they can.
I still recommend direct mail as an essential marketing method because it’s the only way to handpick your target audience…to know that the people you’re reaching are of sufficient quality to deserve your time.
Your direct mailings and everything else you do… participation in discussion boards, article publication, face-to-face networking, cold calls, public speaking, and so on…should drive sign-ups to your ezine.
And it’s from your EZINE that you do your most effective…and least expensive…selling. Over time, as your ezine readership grows, you can abandon your time-consuming direct mailings altogether.
More evidence that the ezine is becoming the world’s most powerful marketing tool…
While on vacation in Oregon I brought along some overdue reading. One piece was Part 2 of Clayton Makepeace’s interview with the legendary Gary Bencivenga. They’re discussing mailing formats, particularly that of the magalog.
Clayton says, “Everyone’s looking for the next big format breakthrough…”
And Gary replies, “I really think it’s here already. I think it’s an e-zine. I’m finding that with the clients I’m a partner with, I almost don’t want to do direct mail anymore.
“It’s too tough to send a 24-page magalog to a prospect who doesn’t know you. I don’t think that direct mail will ever be dead, but rising paper costs, rising printing, and rising skepticism argue against people responding to cold mailings that are trying to sell them something right on the spot.
“I think these factors argue instead for an elongated courtship of an e-zine that is of great value, where the selling process starts more subtly, a lot more softly. Perhaps in the future, the most profitable use of much direct mail will be to drive people into an e-zine relationship.”
Gary Bencivenga’s take on the ezine only strengthens my long-held position that a free ezine should be an essential part of any copywriter’s marketing toolkit.
Gary supports the age-old premise and marketing tactic that in lead-gen, you must lead your prospect down the path with high quality information that is valuable.
Here’s another prediction:
The Internet will create more competition for the freelance copywriter.
This sounds scary but it’s not. Direct marketers such as AWAI are reaching a vast market of people who want to transition from what they’re doing now to a career with greater flexibility, freedom, and financial promise.
On the surface, it may look like lots of new copywriters are flooding the market…and they are!
But most target the obvious markets…the ones we can readily see…such as alternative health and publishing.
And yes, you will see increased competition in the obvious markets as AWAI and other programs create more and more entry-level copywriters.
But this is a perfect example of tunnel vision. You see what’s before you…not what actually exists.
And that’s one of the things I do for my coachingstudents…I show them how to find lucrative hidden “pockets” in traditional copywriting niches.
But it doesn’t stop there.
I also show my copywriters how to discover exciting markets that other copywriters are unaware of…and under certain conditions, I can even show them how to CREATE their own niche markets!
So while it may seem that the market is flooding with new copywriters, the truth is that the new copywriters will flood only the obvious markets. The world of business is full of markets…hidden and not.
The Internet Has Made Marketing Faster, Easier, and Cheaper for Service Providers Such as Copywriters.
I have long marveled over the low cost of maintaining a Web site. Creating a presence in other Web venues (such as discussion groups and blog postings) is virtually free. You can write articles for free and distribute them online for free or at low cost. My own positive experience is proof that the effort to “show up” all over the Web is worth it.
And in a recent conversation with a successful nonprofit copywriter, I learned that email marketing can work well IF you have a reliable source for names and their email addresses.
To avoid spamming, you’ll need to find lists where prospects in a target market have “put their names and emails out there,” and would not be surprised by a cold contact coming in this way. If you’re in a niche market that has associations, this is the most likely place to find such a list.
Local Clients Can be a Good Source of Income for the Beginning Copywriter.
I used to advise against targeting local clients because they usually want you to come to the office for meetings and to “pick up the check.” It’s a bad use of your time, that’s true, but if you have a connection with someone local who you think would hire you, it’s money in the door, experience, and a sample for your portfolio.
And no, they don’t have to be in your niche market. You do want a “connection,” however weak. I once did fun work for Oregon specialty cataloger Norm Thompson. While they usually don’t hire freelance, they used me because I lived in Lake Oswego, which was a stone’s throw to their Wilsonville location.
If You Have the Stomach, Talent, and Opportunity for Public Speaking, Do It!
It’s one of the most effective marketing tools you can use. And because relatively few copywriters like public speaking (including me), there’s plenty of opportunity to get before groups that are eager to hear what you have to say.
Board members are always looking for their next speaker. Believe me, you will be welcomed! Just be sure to avoid groups that have little to offer, such as groups of other solopreneurs.
In My Opinion, Networking is Equal in Power to Doing Steady Direct Mail Mailings to Your Target Market.
And that means both online and off. This is where you definitely do want to stick to your target market, especially in any offline efforts. It’s simply too time-consuming to hob-nob with groups that you don’t have a strong connection with.
It bears repeating…
Make sure ALL your marketing activities send people to your free ezine.
This is the model everyone is using…first it was the small guys, then the mid-size companies caught on, then
I saw Agora’s Internet marketing model…now even the big guys are putting the ezine at the center of their marketing!
Just be aware that it takes “multiple touches” before you can expect to see your relationships turn into business. Some say to plan a minimum of nine touches, and for some copywriting markets, you may find that it takes up to two years of continued contact to gain the trust of your prospect.
THIS is why I now advocate using as many marketing tools as you reasonably can when first starting out…touch as many people as possible, always driving to your list…then touch your own list with frequent mailings (at least once a month), while staying in front of your audience in as many ways as possible.
When I say “use as many marketing tools as you reasonably can,” I don’t mean use everything at your disposal. We’re all human and we have time limits.
If you try to use every marketing tool at your disposal you’ll dilute your efforts. Best to pick those that are right for you from your burgeoning “package” of possibilities.
This is one place a good coach can help you accelerate your success…by showing you how to create a customized marketing plan. Copywriters are akin to marketers…and smart marketers craft marketing plans that maximum their exposure both online and off.
Chris Marlow publishes a free newsletter for freelancers who want to land the high-quality, high-paying corporate clients. Visit:
FreelancersBusinessBulletin.com
PO Box 1134, Palm Desert, CA, 92261
P: 760-340-2045
chris@chrismarlow.com
© Chris Marlow, all rights reserved
Copywriting Basics – Answer the Questions You’d Want Answered
January 24, 2010 by IBI · Leave a Comment
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.
Copyright 2005
George Dodge is owner of http://www.CompellingWebCopy.com where you will discover 757 explosive web copywriting techniques guaranteed to skyrocket your sales and stuff more cash in your pocket – even if you haven’t written a thing since high school!
Is the Non-Profit Niche for Copywriting All It’s Cracked Up to Be?
January 24, 2010 by IBI · Leave a Comment
Since 2003 I’ve helped many new copywriters select the niche that’s right for them, and those niches have been strong and varied.
Nutraceuticals is big, and so is financial; technology is popular, as well the technology sub-niches of software, hardware, and to a much lesser degree, telecom.
In addition to the more obvious markets I have copywriters specializing in the human potential industry, the seniors market, marketing communications (marcom), publishing, the government, white papers, veterinary, insurance, global markets, and more.
As a niching expert, I know there are dozens of niches open to the freelance copywriter, but the one that has continually stumped me…the one I haven’t been able to safely recommend…is non-profit.
Although I’ve written for non-profit a number of times throughout my agency and freelance career, the pay was paltry (or none), and few of my colleagues had much to say about the niche.
Yet there are those who sing its praises. And many copywriters are drawn to the niche, energized by the idea of doing good and getting paid for it.
After four years it had become apparent to me that the only way I’d be able to recommend this niche, or not, was to do a formal study. So I did.
I wanted to answer some basic questions:
In order to get reliable information, I identified five non-profit copywriters who would represent a healthy cross-section…everyone from the “dean” of non-profit himself to a newcomer who’d recently found success in this niche.
I interviewed each of the copywriters with the express purpose of learning the truth about working in this niche; and each knew the purpose of this report was “truth” over sales; that his or her response would influence the course of copywriters’ careers for years to come.
I wanted to know the good and the bad, the pearls and the warts! And my interviewees gave me both, with generosity, honesty, and candor.
In addition I sponsored a survey of non-profit copywriters, who revealed their incomes, their niche markets, and shared a flood of passionate and cautionary advice about working in this niche. Between the interviews and the survey, a clear picture began to emerge…
A picture that looks something like a map of the United States…one whole homogonous entity made up of numerous smaller entities…revealing a very strong but complicated market!
Some of the findings:
That’s because, according to non-profit copywriter Alan Sharpe, the new generation did not grow up in a culture of giving, so its going to be more challenging for non-profits to gain the funds they need.
Says Alan: “…the parents of baby boomers are the last generation to give out of habit…my parents’ parents and your parents’ parents…they were basically raised to give…
“And that’s not true today. You’ve got 15-year-olds, 20-year-olds, 30-year-olds… You can approach a 20-year-old and ask them for a donation for Hurricane Katrina and they’ll say, ‘Well, how are you going to use it? How can I be sure? Can you email me photographs of my donation at work?’”
So as non-profits find it more and more challenging to collect funds, they will find talented freelance copywriters more valuable to their marketing initiatives.
Other finding on this niche include:
“ChrisNotes: The Truth about copywriting for non-profits” offers six months of research and analysis, 78 pages of survey data (16 questions posed to 54 participants), interviews with successful non-profit copywriters, including the “dean” of non-profit copywriting Jerry Huntsinger, and today’s reigning guru, Mal Warwick; and analysis and commentary by myself, copywriter’s coach Chris Marlow.
“ChrisNotes: The Truth about copywriting for non-profits” is designed to help freelance copywriters determine if non-profit is a good niche for them…one that will fill them up emotionally, financially, and perhaps even spiritually…or not.
A niching mistake can be a critical mistake, and can even destroy a fledgling career. It takes time and money to build a business. Knowing with certainty that your chosen niche is the right fit is the first step to business success.
Chris Marlow publishes a free newsletter for consultants who want to land the high quality, high value clients.
GetGreatClients.com
Is the Non-Profit Niche for Copywriting All It’s Cracked Up to Be?
January 24, 2010 by IBI · Leave a Comment
Since 2003 I’ve helped many new copywriters select the niche that’s right for them, and those niches have been strong and varied.
Nutraceuticals is big, and so is financial; technology is popular, as well the technology sub-niches of software, hardware, and to a much lesser degree, telecom.
In addition to the more obvious markets I have copywriters specializing in the human potential industry, the seniors market, marketing communications (marcom), publishing, the government, white papers, veterinary, insurance, global markets, and more.
As a niching expert, I know there are dozens of niches open to the freelance copywriter, but the one that has continually stumped me…the one I haven’t been able to safely recommend…is non-profit.
Although I’ve written for non-profit a number of times throughout my agency and freelance career, the pay was paltry (or none), and few of my colleagues had much to say about the niche.
Yet there are those who sing its praises. And many copywriters are drawn to the niche, energized by the idea of doing good and getting paid for it.
After four years it had become apparent to me that the only way I’d be able to recommend this niche, or not, was to do a formal study. So I did.
I wanted to answer some basic questions:
In order to get reliable information, I identified five non-profit copywriters who would represent a healthy cross-section…everyone from the “dean” of non-profit himself to a newcomer who’d recently found success in this niche.
I interviewed each of the copywriters with the express purpose of learning the truth about working in this niche; and each knew the purpose of this report was “truth” over sales; that his or her response would influence the course of copywriters’ careers for years to come.
I wanted to know the good and the bad, the pearls and the warts! And my interviewees gave me both, with generosity, honesty, and candor.
In addition I sponsored a survey of non-profit copywriters, who revealed their incomes, their niche markets, and shared a flood of passionate and cautionary advice about working in this niche. Between the interviews and the survey, a clear picture began to emerge…
A picture that looks something like a map of the United States…one whole homogonous entity made up of numerous smaller entities…revealing a very strong but complicated market!
Some of the findings:
That’s because, according to non-profit copywriter Alan Sharpe, the new generation did not grow up in a culture of giving, so its going to be more challenging for non-profits to gain the funds they need.
Says Alan: “…the parents of baby boomers are the last generation to give out of habit…my parents’ parents and your parents’ parents…they were basically raised to give…
“And that’s not true today. You’ve got 15-year-olds, 20-year-olds, 30-year-olds… You can approach a 20-year-old and ask them for a donation for Hurricane Katrina and they’ll say, ‘Well, how are you going to use it? How can I be sure? Can you email me photographs of my donation at work?’”
So as non-profits find it more and more challenging to collect funds, they will find talented freelance copywriters more valuable to their marketing initiatives.
Other finding on this niche include:
“ChrisNotes: The Truth about copywriting for non-profits” offers six months of research and analysis, 78 pages of survey data (16 questions posed to 54 participants), interviews with successful non-profit copywriters, including the “dean” of non-profit copywriting Jerry Huntsinger, and today’s reigning guru, Mal Warwick; and analysis and commentary by myself, copywriter’s coach Chris Marlow.
“ChrisNotes: The Truth about copywriting for non-profits” is designed to help freelance copywriters determine if non-profit is a good niche for them…one that will fill them up emotionally, financially, and perhaps even spiritually…or not.
A niching mistake can be a critical mistake, and can even destroy a fledgling career. It takes time and money to build a business. Knowing with certainty that your chosen niche is the right fit is the first step to business success.
Chris Marlow publishes a free newsletter for consultants who want to land the high quality, high value clients.
GetGreatClients.com
The World’s Most Powerful Marketing Model for Freelance Copywriters And Their Clients!
January 24, 2010 by IBI · Leave a Comment
As a copywriter and copywriter’s coach, it’s my responsibility to offer powerful, on-target advice to my “mentees.” For them as well as myself…and for you…I keep a keen watch on the world of freelance copywriting to pick up on changes and trends.I spent last month musing over numerous clues, statements, conversations, experiences, and purchased research pertaining to the business side of copywriting.
My conclusion? The world of copywriter marketing is changing rapidly …thanks to the Web.
I built my site in 1998. Back then there were few copywriters on the Internet. For a long time, when you keyed “copywriter” into Yahoo, my site would come in at the top along with Bob Bly’s and Ivan Levison’s. I’m sure there were others, but these are the sites I remember.
With so few copywriters on the Web, I enjoyed a virtual cornucopia of new clients for about four years, until copywriter newcomers started pushing my site down and down and down…until even I didn’t look for my site any more.
Like everyone else, I had to start driving business to my site, and as time wore on, it proved a marketing model that worked very well.
But I believe a radical shift is now taking place…
…one that implores you to forget thinking about your WEB SITE as the centerpoint of your marketing and make your FREE EZINE the centerpoint instead!
Why is this?
Because the ezine is emerging as one of marketing’s most powerful…and inexpensive…and superfast… marketing tools ever.
Note that free ezines have been around for a long time. Note also that there are hundreds of thousands of them! And note that YOU are subscribed to at least one
In the early days of the Internet virtually everyone looked upon this new medium…the Web…as one would look upon an extra-terrestrial. It LOOKS powerful, but where does that power come from?
Companies started pasting their employees’ bios on the Web until pirating ran rampant. Then they moved toward wimpy “online brochures.” Now enough testing has taken place and enough time has passed to offer clear direction on what works, what doesn’t, and what wins.
And guess what wins?
You guessed it…the ezine!
Knowing this, I’ve gone from suggesting that my coaching students create a highly-targeted, content-rich ezine (or blog), to requiring it.
My own experience with an ezine (thanks to my Freelancer’s Business Bulletin subscribers), proves the power of keeping in touch with a group of like-minded people. Because I work hard to bring useful content to my readers, my list grows steadily and my unsubscribe rate is low.
That said, here’s what you must know about marketing your freelance business in 2006 and beyond:
Today’s business-building writer should select one primary marketing method and strengthen it with other marketing methods that suit their temperament, location, goals, and target market.
I used to believe that one should pick two or three favorite marketing methods and do them exceedingly well.
Now I believe that new copywriters who are entering the business at ground zero, with no name recognition in their marketplace, should use as many marketing tools as they can.
I still recommend direct mail as an essential marketing method because it’s the only way to handpick your target audience…to know that the people you’re reaching are of sufficient quality to deserve your time.
Your direct mailings and everything else you do… participation in discussion boards, article publication, face-to-face networking, cold calls, public speaking, and so on…should drive sign-ups to your ezine.
And it’s from your EZINE that you do your most effective…and least expensive…selling. Over time, as your ezine readership grows, you can abandon your time-consuming direct mailings altogether.
More evidence that the ezine is becoming the world’s most powerful marketing tool…
While on vacation in Oregon I brought along some overdue reading. One piece was Part 2 of Clayton Makepeace’s interview with the legendary Gary Bencivenga. They’re discussing mailing formats, particularly that of the magalog.
Clayton says, “Everyone’s looking for the next big format breakthrough…”
And Gary replies, “I really think it’s here already. I think it’s an e-zine. I’m finding that with the clients I’m a partner with, I almost don’t want to do direct mail anymore.
“It’s too tough to send a 24-page magalog to a prospect who doesn’t know you. I don’t think that direct mail will ever be dead, but rising paper costs, rising printing, and rising skepticism argue against people responding to cold mailings that are trying to sell them something right on the spot.
“I think these factors argue instead for an elongated courtship of an e-zine that is of great value, where the selling process starts more subtly, a lot more softly. Perhaps in the future, the most profitable use of much direct mail will be to drive people into an e-zine relationship.”
Gary Bencivenga’s take on the ezine only strengthens my long-held position that a free ezine should be an essential part of any copywriter’s marketing toolkit.
Gary supports the age-old premise and marketing tactic that in lead-gen, you must lead your prospect down the path with high quality information that is valuable.
Here’s another prediction:
The Internet will create more competition for the freelance copywriter.
This sounds scary but it’s not. Direct marketers such as AWAI are reaching a vast market of people who want to transition from what they’re doing now to a career with greater flexibility, freedom, and financial promise.
On the surface, it may look like lots of new copywriters are flooding the market…and they are!
But most target the obvious markets…the ones we can readily see…such as alternative health and publishing.
And yes, you will see increased competition in the obvious markets as AWAI and other programs create more and more entry-level copywriters.
But this is a perfect example of tunnel vision. You see what’s before you…not what actually exists.
And that’s one of the things I do for my coachingstudents…I show them how to find lucrative hidden “pockets” in traditional copywriting niches.
But it doesn’t stop there.
I also show my copywriters how to discover exciting markets that other copywriters are unaware of…and under certain conditions, I can even show them how to CREATE their own niche markets!
So while it may seem that the market is flooding with new copywriters, the truth is that the new copywriters will flood only the obvious markets. The world of business is full of markets…hidden and not.
The Internet Has Made Marketing Faster, Easier, and Cheaper for Service Providers Such as Copywriters.
I have long marveled over the low cost of maintaining a Web site. Creating a presence in other Web venues (such as discussion groups and blog postings) is virtually free. You can write articles for free and distribute them online for free or at low cost. My own positive experience is proof that the effort to “show up” all over the Web is worth it.
And in a recent conversation with a successful nonprofit copywriter, I learned that email marketing can work well IF you have a reliable source for names and their email addresses.
To avoid spamming, you’ll need to find lists where prospects in a target market have “put their names and emails out there,” and would not be surprised by a cold contact coming in this way. If you’re in a niche market that has associations, this is the most likely place to find such a list.
Local Clients Can be a Good Source of Income for the Beginning Copywriter.
I used to advise against targeting local clients because they usually want you to come to the office for meetings and to “pick up the check.” It’s a bad use of your time, that’s true, but if you have a connection with someone local who you think would hire you, it’s money in the door, experience, and a sample for your portfolio.
And no, they don’t have to be in your niche market. You do want a “connection,” however weak. I once did fun work for Oregon specialty cataloger Norm Thompson. While they usually don’t hire freelance, they used me because I lived in Lake Oswego, which was a stone’s throw to their Wilsonville location.
If You Have the Stomach, Talent, and Opportunity for Public Speaking, Do It!
It’s one of the most effective marketing tools you can use. And because relatively few copywriters like public speaking (including me), there’s plenty of opportunity to get before groups that are eager to hear what you have to say.
Board members are always looking for their next speaker. Believe me, you will be welcomed! Just be sure to avoid groups that have little to offer, such as groups of other solopreneurs.
In My Opinion, Networking is Equal in Power to Doing Steady Direct Mail Mailings to Your Target Market.
And that means both online and off. This is where you definitely do want to stick to your target market, especially in any offline efforts. It’s simply too time-consuming to hob-nob with groups that you don’t have a strong connection with.
It bears repeating…
Make sure ALL your marketing activities send people to your free ezine.
This is the model everyone is using…first it was the small guys, then the mid-size companies caught on, then
I saw Agora’s Internet marketing model…now even the big guys are putting the ezine at the center of their marketing!
Just be aware that it takes “multiple touches” before you can expect to see your relationships turn into business. Some say to plan a minimum of nine touches, and for some copywriting markets, you may find that it takes up to two years of continued contact to gain the trust of your prospect.
THIS is why I now advocate using as many marketing tools as you reasonably can when first starting out…touch as many people as possible, always driving to your list…then touch your own list with frequent mailings (at least once a month), while staying in front of your audience in as many ways as possible.
When I say “use as many marketing tools as you reasonably can,” I don’t mean use everything at your disposal. We’re all human and we have time limits.
If you try to use every marketing tool at your disposal you’ll dilute your efforts. Best to pick those that are right for you from your burgeoning “package” of possibilities.
This is one place a good coach can help you accelerate your success…by showing you how to create a customized marketing plan. Copywriters are akin to marketers…and smart marketers craft marketing plans that maximum their exposure both online and off.
Chris Marlow publishes a free newsletter for freelancers who want to land the high-quality, high-paying corporate clients. Visit:
FreelancersBusinessBulletin.com
PO Box 1134, Palm Desert, CA, 92261
P: 760-340-2045
chris@chrismarlow.com
© Chris Marlow, all rights reserved
Copywriting Basics – Answer the Questions You’d Want Answered
January 23, 2010 by IBI · Leave a Comment
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.
Copyright 2005
George Dodge is owner of http://www.CompellingWebCopy.com where you will discover 757 explosive web copywriting techniques guaranteed to skyrocket your sales and stuff more cash in your pocket – even if you haven’t written a thing since high school!
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