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How To Get More People To Respect Your Value

(category: Copywriting, Word count: 676)
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Doesn't it suck when people don't respect the price you charge? When they always want a special deal? Well guess what? It's probably YOUR fault! When people ring around for quotes on price, and it happens a lot with Yellow Pages directory ads, they'll ring 2-3 businesses usually. That's what everyone has been 'trained to do as consumers, and it's the ads that force them to. How? All the ads look the same!

Just think about when you need a service, say your lawns mowed. So you open the yellow pages and look up lawn-mowing, and there are dozens of ads with people wanting to mow your lawn. So who do you choose?Whoever is cheapest, right? And why? Because all the ads look the same, so there isn't anything that makes one business different from the next. And if that's the case, the only difference comes down to the price!

Makes sense really, because if all the ads look the same then PRICE can be the only difference between them, right? So if the ads for each industry are virtually all saying the same thing, can you understand that you're educating your market to base your value on price? Then what you need to do is create a unique selling proposition that will make you STAND OUT from your competition.

Now let me explain what a unique selling proposition is and how you can get one for your business. Every day we are subjected to about 4,000 to 5,000 advertising messages, so we all need to do work a bit harder to stand out from the crowd, and that's what the USP will do for you. It's that CORE reason that someone should buy from you. And here's a great tool for finding your USP in half an hour.

Grab a piece of paper, and draw a straight line down the middle. On the top of the left-hand column I want you to write "You know how...." And here is where you write down all the things that your competitors do badly. Now we are just building a list, so don't be critical of what you're writing, or how you write it.

At the top of the right-hand column write "Well what we do is..." And here you write down all the things that you do that are great, basically laying out ALL your cards. Once you've done this, you should have a list of what your competitors do, and all the things you offer which are different from them, and this is what you base your Unique Selling Proposition around.

And if you haven't come up with anything from this exercise, then you need to create something to be different! Once you have a USP, then turn it into a statement everywhere your advertising goes, as a reason why someone should do business with you over anyone else!

Another great way to make sure your customer is happy to pay extra for your business is what's called 'dollars for cents' copy. We all love a bargain, right? What this means is to throw in so much value it's not funny. Say for example you have a $99 product for sale, and you throw in $300 worth of free bonuses, you'll make sure the customer comes out way in front in terms of value. So they are paying you just 'cents', but getting 'dollars' back in value.

The key with this method is to make sure the bonuses you throw in are low cost to you, but high perceived value to your customer. You could offer a free report, cd or dvd, any type of information products like this are quite inexpensive to produce, yet the information contained within could be very valuable to your customers. This makes the buying decision so much easier when your customer is getting much more value than what they are paying for. This is one technique you should always strive to use, and it can literally set your sales soaring!

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Website Copywriter Tips Web Copy 101

(category: Copywriting, Word count: 798)
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You already know how to create great web copy. Just remember your childhood nursery rhymes. As silly as it sounds, "3 Blind Mice" will show you the way.

For some reason, "3 Blind Mice" paid me a visit. As I heard the 100th replay, it hit me - this would make great web copy. As a matter of fact, this simple little ditty contains 10 elements of Web Copy 101. In case you've forgotten, here's how it goes.

"3 Blind Mice; 3 Blind Mice.

See how they run; see how they run.

They all ran up to the farmer's wife;

She cut off their tails with a carving knife

Have you ever seen such a sight in your life

As 3 Blind Mice?"

Let's see how this children's nursery rhyme is a model of Web Copy 101.

Web Copy 101 #1, 2, 3 ...3 Blind Mice (title or heading)

1) Try singing "A trio of visually impaired rodents, A trio of visually impaired rodents." Catchy? Formal writing doesn't sell. Write the way people speak and you will be heard. The title does something else for this song.

2) If you had to choose between songs entitled "Cows," "Ducks," or "3 Blind Mice," which one would you choose? The title in all web copy has to grab the attention the reader. There's more.

3) This alluring title makes the content clear right away. How many times do you stumble on a website only to find you're not sure what they are selling or how it relates to you? Be sure your web copy uses the title or headline to set the table for the visitor.

Web Copy 101 #4 ...3 Blind Mice, 3 Blind Mice (first line)

4) This song is going to be about little rodents, not geese. Does the first line of your web copy highlight what you offer, or at least whom your site is for? Good web copy is not mystery writing. Instead it says, "We're here to sell you something and here's why you need it today."

Web Copy 101 #5, 6 ... See how they run, See how they run

5) Repetition is the key to any message track and a staple of effective web copy. From a psychological point of view it lets your message become familiar and safe. From a search engine point of view repetition builds your keyword density and raises your search results. From a net reader perspective repetition in your web copy reinforces your message for the superficial reader who is scanning your site quickly. Repetition works on many levels. Let me say that again - repetition works on many levels.

6) The invitation to watch how the mice run around is also a clever way to involve the readers by getting them to do something. Does your site invite some kind of reader activity in the body of the web copy?

Web Copy 101 #7 ... They all ran up to the farmer's wife; she cut off their tails with a carving knife

7) A good way to stitch your ideas together and build more active involvement in your copy is to use pronouns (they, she). By forcing the readers to build connections between previous and current information pronouns keep your site visitors more engaged.

Web Copy 101 #8 ... Have you ever seen such a sight in your life?

8) Do you know the best way to keep someone interested in what you are writing? What is 3 times 3? If you thought "nine" you proved my point. If you thought "eight" try night school. If you thought anything at all, you demonstrated the power of questions to generate reader participation. Everybody loves and needs to answer questions. Does your web copy provide thought provoking questions that get your reader thinking and involved?

Web Copy 101 #9, 10 ... As 3 Blind Mice

9) Brilliant web copy. More repetition. Plus, the story ends where it started. One of the advantages of writing with search engines in mind is that keyword focus helps you stay on topic. The glancing reader needs this controlling idea to get the essence of why they need what you have, now. Is your site's central idea consistently expressed all the way through your web copy?

10) True, the song is written for children, but notice the use of short, crisp sentences to tell the tale. How are you telling your tale? You want your web copy to be clear, smart and direct.

I hope they get stuck in your head - the 10 lessons that is, not the lyrics. By the way, no animals were hurt during the writing of the article about web copy 101.

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Copywriting Tutorials And Lessons

(category: Copywriting, Word count: 389)
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Copywriting is a field which you can learn through practice and education. If you find that you're a good writer, the only nuance is that you must learn is how to write in a way that sells. Within this article today on copywriting tutorials and lessons, we will look at a couple of different books which you can look into it as well as tutorials and lessons on the Internet.

Copywriting will not be easy to learn and it is a lifelong subject which you will continue to improve at if you work at the subject. To paraphrase a quotation from Stephen King, he said that copywriting, really writing in general, is a subject that you continue to improve on. It would be similar to lifting weights for 10 years. You will develop muscles. If you write every day for a certain period of time, you will develop writing skills to the point where you become a very good writer. If you focus on copywriting and write everyday, you will become a very good copywriter.

The first book which would like to point you towards in copywriting tutorials and lessons would be the book The Copywriter's Handbook. This is a great book for you to look at because it will give you an introduction into copywriting as well as learning what it will take to write the different types of advertisements. Copywriting is a very broad field in that what you write could be anything from direct mail to Web content to public relations materials.

Another book which you should look into is simply called Copywriting. This book is a little different in that it explains both what it takes to the copywriter as well as how you need to develop ideas and structure copy. This is a more fundamental book that focuses on what you need to do as opposed to explaining the different types of advertising like the first book did.

Hopefully this article on copywriting tutorials and lessons is something which can help you. Come rating is a skill which takes persistence and a desire to continue learning due to the sheer volume of information on the subject. This can make it exciting because you can always learn something new that can help you improve your writing and make more money.

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Profit Boosters Copywriting Checklist

(category: Copywriting, Word count: 465)
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You can use this copywriting checklist when you are copywriting - or to evaluate copywriting. It is based on what works best from over 1,200 copywriting projects we have done since 1978. It will lead to significantly more response from your copywriting.

Before writing:

1. Study the company and the product/service being sold thoroughly so you have all the information you will need.

2. Research the prospects and the market to determine what benefits the prospect wants most, secondary benefits wanted, objections, and what would get him to buy now. Key: Don't guess; research.

3. Develop the main emotions you can touch with your copywriting for this project, and how you will do it. The strongest emotions are love, fear, greed, acceptance, survival, anger, and health.

4. Think like your prospect; and not like the marketer.

5. Develop the best offer(s) you can make to the prospect. Your offer includes pricing, terms, bonuses and guarantee.

At this point, you know the company and product, what the target prospect wants most, his objections, the main emotions you can touch, and you have developed a terrific offer.

Headline and start of copy:

6. Write at least 20 different headlines before choosing the best one.

Headline winners include a big, bold promise of the benefits the prospect wants most, specific figures, a guarantee, credibility enhancers, a special offer.

Legendary marketers John Caples and Claude Hopkins proved that one headline can pull 10 times the response as another headline ... with no other changes in the copywriting.

7. Start of copy should re-enforce the main benefit(s) of the headline, elaborate, and incorporate the secondary benefits the prospect wants most.

Body of copy:

8. Develop the prospect problem and pain points. Reinforce how these problems will remain or even get worse unless he takes action, and how your product/service is the best solution.

9. Copywriting should be first person, one-to-one, conversational.

10. List the prospects likely objections to buying, and overcome those objections.

11. Sincerely flatter the prospect if you can.

12. Get the prospect to mentally "picture and enjoy" the end-result benefits of buying.

13. Use testimonials, specifics, tests, clients, studies, success stories and memberships to add credibility and believability.

14. Be sure it is easy to read and "scan". Use sub headlines with prospect benefits, short sentences, short paragraphs.

15. If any copy is dull or boring, cut it or revise it.

16. If the flow gets slowed or stopped at any point in the copy, fix it.

17. Copywriting must be passionate, enthusiastic.

18. Create urgency to get a response now.

19. Tell the prospect what he will lose if he does not respond now.

20. Tell the prospect exactly what to do.

21. Close, Close, Close. Get action now.

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Copywriting Vancouver

(category: Copywriting, Word count: 414)
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If you are looking at copywriting in Vancouver, remember that you have great opportunities in front of you for several different reasons. With the growth of the Internet and the development of online freelance markets, you are able to work on projects from all over the world. You are not limited to companies that are located strictly in Vancouver. This article on copywriting in Vancouver will focus on the different freelance online markets that you can use as well as certain opportunities that you may have with in your local area.

There are several online freelance markets which you will want to look into for possible work. The first one which you should look into it is: This website is great because it has an established base of customers as well as new customers looking for work every week. Within their website, it was listed that more than 100,000 potential customers visit the website every week. This is a great deal of business which you may not be privy to if you do not join the website. You can have particular projects e-mailed to you when they're posted and you're also able to post a profile to showcase the best work that you have done.

The second website which you should look into is: This website does not receive as much traffic as the website profiled in the first paragraph but you'll find that it is also a valuable resource for you. It has the same capabilities in that you can have jobs that meet your criteria e-mailed to you when they are posted. These two websites should spotlight for you the ease with which you can work in Asia or in Vancouver without having to worry about your particular local market.

Hopefully copywriting in Vancouver has given you a better idea of how you can work around the world as well as within your locale. Remember that you can bid on projects from any part of world and how you present yourself in the work that you are able to do will often be what sets you apart from the competition. No matter what type of job you bid on, be sure to find some sort of selling point that will allow you to set yourself apart from the competition. This could be the local factor if a potential client lives in Vancouver or it could be something else. Good luck in finding jobs within copywriting in Vancouver.

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Website Copywriter Tips Web Copy Sabotage

(category: Copywriting, Word count: 733)
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How does your personality affect your web copy? Whether you mean to or not, your site reflects you in ways you might not notice: sometimes good, sometimes bad. While personality peccadilloes can be endearing in social situations, minor personality flaws can cause web copy sabotage. So before you get out your keyboard, get out a mirror.

Why not see if any of these 3 personality traits are seeping into the design and copy of your web site?




Web Copy Sabotage #1: Insecure people create timid sites

Most people are insecure in certain situations as they vary their image to gain the favour of others. Nothing kills web copy faster than trying to be a people pleaser. Insecure people create timid sites that try to be all things to all people. Instead of declaring, "Here's who I am," insecure web copy tentatively pleads, "I can be whatever you want; hope you find something you like." How forgettable and phony is that? Secure people on the other hand have learned to get real.

Some people like them; others don't. Their web copy stands out because their authors stand up. Their web copy is memorable because it is authentic. Does your web copy take a stand or does it sit on the sidelines wanting to be liked? Is your web copy real or real phony?

Web Copy Sabotage #2: Proud people produce narcissistic sites

While timid web copy aims overly outward, narcissistic web copy looks too far in the other direction. Business owners have a justifiable pride in their business. Sorry to say this pride can lead to web copy sabotage.

Many owners lost in their delight often boast, "Look what I can do," instead of proclaiming, "Look what you get."

Their web copy tends to focus on features instead of real customer benefits. It highlights trained staff rather than peace of mind.

Missing are empathy and impact. Nothing kills internet rapport like a one-sided, relationship. Does your web copy brag about you or resonate with strangers?

Web Copy Sabotage #3: Anxious people make nervous sites

Nervous sites are the most common form of web copy sabotage. They don't gaze outward or inward; they look nowhere, all hurried and patchy. The visuals are the first give-away:

a little red here and a dash of purple there

a touch of bold with a smidgen of underlining

a bevy of random quotations

a frenzy of isolated graphics

Where's the rhyme? Where's the reason? Where is the message? The web copy reads more like a digital ransom note than a calm presentation of a distinctive value proposition.

The sad part is this kind of web copy sabotage is that it frequently betrays an honest business person who is just not comfortable about expressing his business. This web copy unfairly depicts sleaze and incredulity.

Sometimes the anxiety is driven by a specific learning style. A number of individuals are more comfortable with trees than a forest, preferring details to the big picture. That's too bad because site visitors usually crave the big picture before they invest their care and clicks. What image does your web copy convey - calm or chaos?

Web Copy Sabotage: What can you do about it?

So you're not perfect. Everybody is a bit insecure, a tad proud and slightly anxious. The trick is to keep these failings from invading your web copy. So what can you do to prevent web copy sabotage?

Your human shortcomings might populate your site because you are just too close to the data to detect your demons creeping up the keyboard.

You've got to get some distance. First have a third party who's not a family member play site doctor, looking for symptoms of insecurity, pride, and anxiety in your site design and copy.

There's nothing like conducting your own foible check to be sure you parked your sabotaging issues at the curb, not in your web copy. Here are 3 questions to ask:

What exactly does my site stand for?

How do my visitors see themselves?

How have I organized my design and copy?

If these tactics don't help you improve your web copy, you could either see a qualified psychiatrist or hire - you know - a handy copywriter.

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How To Find And Hire A Great Freelance Writer Copywriter

(category: Copywriting, Word count: 785)
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Seek and Ye Shall Find?

Sometimes finding a good writer can be harder than finding a soul mate because writing and copywriting are subjective arts and if you are not a writer, you can not see the difference between a good writer and an excellent writer. If you are looking for a writer on the Web by searching on terms such as writer and copywriter, there are few things you should look for once you find a writer's website:

Excited, Delighted or Uninvited?

Excellent writing entertains and excites, quickly and concisely. When you read the writer's website you should be drawn in. Does she ask the reader questions? Does he understand what you want? Does she seem friendly? Does he have relevant experience? Does she list what kinds of services she offers?

Location, Location, Location

Often businesses hiring a writer want to look for someone nearby so they search, writer, Los Angeles if they live in Los Angeles, if the writers don't show an address or location where they work, you'll never find then. You'll be able to get a general idea of where the writer is by either the contact page or by references to work completed.

A Bad Writer Ain't Hard to Find

If you notice grammar and spelling mistakes you are probably on the wrong page. Also if the style and design of a writer's website looks bad, even if their writing looks good, you should be wary. Good writing is neat and pleasant looking.

Ample Parking and Samples

Excellent writing on the Web, gives the reader plenty of potential to stop, park, click and look for a while. If the writer doesn't link to more writing and industry resources, she/he is less professional than the ones who do know that linking is best form of networking around. You ought to find several kinds of writing samples. If you don't find the kind of samples you like, e-mail or call the writer and ask for exactly what you want.


Response is also important to you and the writer. Although a few second e-mail response-time is possible, a day or overnight return time is reasonable. If you want a faster response, be sure to tell the writer that you are in hurry and on a deadline. When writers don't respond in a timely manner, they miss out on your work.

Check References

Once you locate the name of the writer, do not hesitate searching for other references of the writer on the Web. Type the name in a search engine with an appropriate word such as writer. For example, when I searched my name Lynn Walford with the word writer, along with my website, a photo of me standing next my former editor Michael Goldstein at a Justice Magazine party appeared. I never saw the photo until I searched my own name! Of course writers and authors names should also appear on magazine articles and bylines in other media. I also found myself in an article on naming books by Robin Quinn at the PMA website.

Titular Savvy or Tense-What's in a Name?

Look at the title of the writer's website. Is it catchy? Memorable? Does it Make Sense? Of course when someone is born Anna Matto Poeeah, (pronounced just like onomatopoeia, the poetic word for when something also sounds like its name such as whispering or clang) you can't hold it against her. However, when writers don't take the time to name their websites appropriately they can't write a title for you.

The Price is Write

Some writers charge by the hour, by the piece or by the word. Whomever you choose, she/he should be able to give an estimate on how much your project will cost. Vagueness usually means no experience.

Rewrite Right?

Most excellent writers and copywriters will give a free rewrite if you don't like what they do. Always ask if they will rewrite it for you if you don't like it.

Test, Quiz

If you are planning a major project such as a white paper, which can be expensive, look for a writer in advance and ask him/her to write a small project for you first, then you can see if you can work with him/her and also test knowledge.

Well, Well, Well.

Writing well is a precise art with a sense of urgency and a taste of the divine. You should be able to tell good writing when you find it. It comes to life, sings and shines. When you read something like " Avoid cliches like the plague," found on 26 Golden Rules for Writing Well you are definitely in the wrong place.

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How To Ethically Use A Swipe File For Your Ad Copy

(category: Copywriting, Word count: 451)
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Did you ever wish you could afford to hire one of those professional copy writers who charge $5000 or more to write a simple sales letter? Or worse, have you laid down your hard-earned cash for a self-proclaimed "professional" writer, and gotten back something your 3rd grader could have written?

If you spend countless hours staring at a blank page trying to come up with compelling ad copy for that "killer" sales letter (you know, the one that's going to make you rich beyond your wildest dreams?)... STOP!

Why drive yourself nuts and give yourself a major headache trying to train yourself to be a professional copy writer overnight? Do what the gurus do... start a "swipe file."

That's an unfortunate name, swipe file. It sounds unethical. Please understand, I am NOT condoning plagiarism! But every so-called "internet marketing guru" openly admits to having a swipe file that they use when they need a little inspiration.

So what is a swipe file and how do you use it legally and ethically?

Basically, whenever you come across an ad or sales letter that makes you want to run and grab your wallet... stop and print out that copy first! Highlight or circle the parts of the ad that have you excited and eager to make a purchase. Then put it away in a folder or notebook. This is your swipe file.

Eventually, you'll accumulate quite a stack of great professional quality ads. Then, when you're staring at that blank page trying to compose your next ad campaign or sales letter, you can leaf through your swipe file and MODEL your ad copy after some of those ads... but DO NOT copy them word for word. Substitute your own words and put your own stamp on them. Mix and match different approaches from different ads.

Remember, this is meant to be inspirational, not criminal. NEVER out and out copy these ads. Just analyze how the ad is structured, what TYPES of words are used, and then create your own UNIQUE sales copy by emulating the successful advertising techniques from your swipe file.

The idea is to study copy writing techniques as you go. Eventually, you'll find you won't need to refer to your swipe file as often. Your blank pages won't stay blank for long because you'll have learned how to write killer ad copy of your own! You learn best by doing it. Then it becomes second nature.

Who knows? Maybe you'll get so good at writing sales copy that soon other people will be adding YOUR work to THEIR swipe files!

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Choosing A Great Copywriter

(category: Copywriting, Word count: 531)
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No two copywriters are the same. So how do you know you're getting the best writer for the job? Unless you know what to look for, choosing your copywriter can be a bit of a lottery.

The truth is, copywriters range from the great to the not-so-great. Just like any other profession, there are high flyers, under-achievers, rogue traders and young pretenders. And even if you bag a top banana for your project, who's to say they'll gel with you? Or your product? Your style? Your chosen media?

The answer, of course, is research. Knowing what you want and sniffing it out is wiser than saying yes to the first person with a ready typing finger. But remember, a copywriter is someone who can - and should - do more than write. Their greatest asset is curiosity.

Copywriters want to know the ins and outs of every little thing. They're fascinated by human nature, knowing how to capitalise on motivations and get inside the consumer's head. A good copywriter will research your market inside out, then look at you critically through your customer's eyes. It's their curiosity - not their way with words - that finally helps them see your business in a whole new light.

Whatever your project, this is the first quality to look for in your copywriter. Curiosity is the key to persuasion. And persuasion is the only reason copywriters exist in the first place!

So, your copywriter needs a way with words - fairly obvious! And they have to tick the curiosity box. But you still need to whittle down the field and find the one you can spark off.

Try asking yourself a few of these questions when you're weighing up a candidate:

Who's doing the talking? Are they listening to you or talking about themselves?

How quickly have they grasped your business? Not just your products, but also your marketplace?

Can they write passionately? About anything? Even the dullest product? If they get you excited about sprocket valves, hire them on the spot!

Have they worked in your industry and chosen media? If not, does their other work show they have a grip on your marketplace?

When you've chosen a suitable copywriter, you'll know you've made the right choice when you start offering feedback. Professional copywriters thrive on constructive criticism - it's a surefire way of knowing they're heading in the right direction. That doesn't mean they'll roll over and accept any changes you make, but they will keep an open mind and listen to every point of view.

When you offer feedback, however, you should see it as a two-way street. You may have to let go of some of your preconceptions. Great copywriters can realise why your current marketing isn't working, and won't shirk from telling you. They'll be cruel to be kind.

But for now, these small measures should protect you against hiring the wrong person. Of course there's no guarantee - creativity by its very nature demands that element of uncertainty.

But if hiring a copywriter really is a lottery, you should be pretty close to scooping five numbers plus the bonus ball...

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