One of the most important key to writing great copy is reading and writing consistently. The more you write, the better you get and the more related stuff you read, the more material and insights you gain for your next project.

Let’s take a look at this example.

BEFORE

Q: What should I use to clean my LCD monitor?

A: Don’t use anything ammonia. And don’t use normal soap. Those will spoil your monitor.

AFTER

A: You should not be using anything ammonia and definitely not soap to clean your LCD monitor. What you can do is to look for some Auto Glass Cleaner at the automobile section of your friendly mart. You will notice that Auto Glass Cleaner does not contain any ammonia. Look for the words “Ammonia Free” on the container. We recommend “BRAND XYZ” (link to product page) for better value for your money. Now you have something to clean your LCD screen with plus your car windows!

So the next time you scheduled a mailbox cleanbox, read through them first and take note. There maybe more gems than trash.

None of that matters.

Copywriting is a business based on emotion, but not YOUR emotion. Instead, your copy needs to appeal to the consumer. It doesn’t matter if you think your headline is the greatest thing to hit the internet if it doesn’t convert. And thus, split testing becomes a priority.

Split testing is based on science and logic. Instead of trusting your gut with your headline, USP, and other parts of your copy – test. Take the time to design two or more different versions of the sales page for the same product. Tweak them so that each is a little different in several areas.

Then, find yourself some split testing software and put it to good use. Use the information you gather to find out which words are convincing clients to open up their wallets, and which are falling flat.  You may find that grammatical errors increase sales. You may find that your market hates certain words and phrases. The important thing is that you are able to gather this information, and then make changes to increase sales.

To to this, you need to demonstrate that you’re an individual – not a company or big name marketer that’s out for a dollar. Use common language, write at the reading level of an average seventh grader, and use the word “I” frequently. Share how you’ve benefited from using this product or service, and how they can as well.  Take time to show your struggles, and how your product helps to solve their problem. Relate to your customers on a personal level.

Taking the time to personalize your letter isn’t just about peppering your customers name or location throughout the sales letter. Instead, its about showing them that you are an individual who cares about them and their success on a personal level. Doing so may take a little more time, but the profit you reap will be well worth the effort expended.

Copywriting Tips to Make Your Inner Editor Cringe:

Fragments are OK 

Sometimes, short simple sentences are the best kind. If your sentence makes coherent sense, it may be ok to leave it in – even if it’s not technically a sentence. Strong fragments, such as “Top copywriting tips and tricks…” may actually be a great asset to your sales letter. Avoid weak fragments with no main idea, however, as they don’t help your cause.

Contractions are OK 

Copywriting is far from formal. Your goal is to appeal to the common person, and normal people use contractions. So go ahead and throw in a few aphostrophes – it will make your writing appear more human. And that’s a good thing!

Some Slang is OK 

Industry specific slang is a great way to show that you know what you’re talking about. Use it whenever appropriate. Standard abbreviations for the industry (IM for Internet Marketing, for example) are also a good way to instill confidence.

So, when you’re editing and proofreading, listen to your gut along with your spell check program. Some grammar problems might not be problems at all!

Using a swipe file is a great way to “swipe” ideas and formats to use in your own copy. We’re all exposed to marketing techniques and advertising on a regular basis.  Start a  file of the ads that appeal to you. Pay attention to the times you read an excellent sales letter and end up buying the product – even when you weren’t originally planning to. The techniques used in these sales letters are the ones that you want to master!

Keep a notebook, file drawer, or journal and add to it regularly. Many copywriters prefer physical swipe files, as they can view the colors, headlines, and graphics quickly, and note which ones are the most visually appealing. Others prefer to keep their swipe file digitally, enabling them to store many files in a small space. Experiment and see which option works best for you.

As you go about your daily business routine, note email subjects, headlines, and offers that appeal to you. Write them down, print them out, or bookmark them – just get them into your swipe file. The next time you sit down to write copy, you’ll have a wonderful idea bank to work from. As you add the information, be sure to note (either on the file or as a note on the individual paper) the reason that you picked it for your swipe file. Highlight the phrases and offers that appealed to you.

As you grow your business, your swipe file will become an invaluable tool. Take the time to add to it regularly, and you’ll be amazed at the results it helps you to achieve. Emulate the masters using your personal swipe file, and stretch your copywriting skills to the max!

When scheduling, break each copywriting job down into the number of hours you think it will take, total. Then, working backwards, figure out how many hours per day you plan to work on it, and set a tentative delivery date. Add a few days, to allow for the unexpected, and you have the date to present to your client.

Adding a few extra days, or padding your deadline, helps to minimize stress. If you stick to your original schedule and are able to complete the project early, you’ll become known as someone who overdelivers. If you get behind,  you’ve built in a few extra days for just such an occasion.  Padding your deadlines helps you to always appear competent, instead of frantically struggling to meet deadlines and turning in late work.

Each week, map out your schedule on your calendar. View a month in advance, if possible. This allows you to see what your future schedule looks like when scheduling new clients. Be sure to add repeating appointments and regular weekly or monthly gigs to your calendar, as well, so that you’re always aware of how much work is due on a given day.

By scheduling carefully, you can ensure that you’re the person your clients go to when they need work on time, every time.

Happy writing!

Spend time on any IM forum, and you’ll see posts on a daily basis – technically savvy individuals looking for one thing – content! Amazingly, you have the skills needed to provide them with what they need. Consider offering to trade your skills for theirs, and see what happens!

I speak from experience (and a complete lack of technical no-how!) My entire website
was built for me for free, in exchange for some proofreading, copywriting, and ESL help. I was able to exchange some content for updates to it, and got the header on my blog installed for some writing, as well.

I’m also getting ready to launch a huge new membership site – Bum Marketing in a Box. I’ll be providing weekly content, in a membership format. The membership was designed on….guess what…a barter basis! I’d never be where I am today if it wasn’t for the wonderful barter economy that the IM world has to offer. Put it to good use for you, today!

However, you’ve got one great asset on your side – those established copywriters are often extremely expensive! Most webmasters need sales letter tweaked, word arrangements polished, and benefits lists jazzed up, but not all of them have the money to shell out thousands of dollars for a sales letter. In fact, many of them are getting started, just like you!

So, you can use this situation to your advantage!

Begin establishing  yourself as a copywriter with killer sales skills by catering to the little guy. Advertise low rates, and be sure to note that you’re only charging these rates for a limited time while you establish your business. Doing so will get clients in the door, and allow you to gain referrals and testimonials. Network on forums to find jobs this way – post a link in your signature file stating that you offer affordable copywriting, with a link to your portfolio or blog.  Some good places to start are The Warrior Forum and Site Point,
While you build up your client base, you can also find jobs on bidding sites. Elance, Guru, Get A Freelancer, and Rent a Ghostwriter are all places to possibly find jobs. Keep in mind, however, that many offers may be low paying at first, until you build up a feedback rating. There are also jobs regularly posted in various places across the internet, such as Craigslist and various forums.  The Golden Pencil, a great blog for all types of writers, posts these jobs regularly several times a week.

There are lots of jobs available on the internet, however, networking and applying for them takes time. Be sure to budget your time schedule appropriately, leaving time for networking, forum marketing, and checking job listings on a regular basis. As a freelance copywriter, these are excellent ways to build your client base.