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.
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
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
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!
Is the Non-Profit Niche for Copywriting All It’s Cracked Up to Be?
January 23, 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 23, 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
Copywriting Basics – Answer the Questions You’d Want Answered
January 22, 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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