To some writers, writing online content is basically equivalent to journalism. They contribute articles to e-zines, corporate blogs, and other such places on the web. Yet more content writers spend their days working exclusively for small businesses, and some even write content for government websites. Content writers are full-time employees and independent contractors. We are SEO specialists and html experts. We’re reporters, experts, comedians, and salespeople. We’re the filter and the amplifier that sends your voice out into the universe, and when used effectively, we are the keys to success on the web.
The message doesn't many graphics or colors added compared to most HTML emails. As such, the hyperlinked calls-to-action garner even more attention. When readers scan through the text and focus in on things like bolded words, images, and hyperlinked text, reiterating the same offer over and over hammers home for them exactly what you want them to do -- redeem your offer by clicking your call-to-action.
To me, the two best copywriters in the world are Frank Kern and Dan Kennedy. These are two individuals that I admire most. Not because of what they've achieved. But, because of this skill that I hold near and dear to my heart. The ability to write compelling and killer sales copy that will sell anything is so vital in business. Some get that. But, most people don't.
That interest is garnered almost wholly on the subject line of the email (with the sender name playing a role, as well). We've written a few blog posts about crafting email subject lines, including one on the anatomy of a great subject line and one showing 18 examples of awesome subject lines from brands. Here's a distillation of what you need to know to write some excellent copy.
When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Most of these formats belong to the digital channel.
While it's true Google can do a lot of the distribution work for you, it hinges on making smart decisions with your content strategy. In other words, Google might distribute the content you create, but it might distribute it onto page 32. Your job is to make sure as much content as possible appears as high up on page one as possible. This means your writers should be working closely with your SEO specialist to determine what keywords to go after -- ideally a combination of long tail terms and head terms, at an appropriate level of competitiveness given your domain authority and how aggressively you can go after the terms. Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly.
Imagine this like mining for gold. You need to drill and excavate and blast through a tremendous amount of rock before you can find veins of gold. Once found, you chip away, uncovering more and more. Do this until you have carts full of fine gold you can polish and present to your audience. The more tenacious you are as a researcher, the better you'll get at copywriting.
Very helpful article. It narrows things down nicely and also helped me to realize that my article could use some trimming up. When I started it I was worried that it wasn’t ‘enough’, now I know that I need to do some more editing. Thank you so much, I got a lot out of it. And I do agree that my notes from this will make a wonderful proofreading tool.
Customize your resume and cover letter. If you decide to go a more traditional route and apply for a permanent content writing position at a writing based agency or organization, you will need to customize your resume and cover letter to fit the position. This will show your employer that you noted the skills outlined in the job posting and that you can fulfill the expectations of the position.
Professional content writers create written content for a living. A professional writer should be competent and skillful, and they should be engaged in writing as their main paid occupation. As a content writer, you may write content on a variety of topics for a variety of organizations, from popular websites to scientific and technical print documents or manuals. The benefits of being a professional content writer includes being paid for an activity you enjoy (writing), and as you become more established, the ability to work remotely or from a home office.
If you guessed email B, you're right. Email A throws a 30% off discount directly in your face, but doesn't explain the value behind it. What does 30% off a GoDaddy product do for my goals? Will it let me adjust a small business' expenditures on infrastructure costs, freeing up money for a new hire? That benefit is far more tangible than 30% off an undisclosed cost.
I hired Chris Orzechowski to write copy for our latest Kickstarter project. The first 5 emails he wrote for us generated over $100,000 of sales in the first three hours of our launch. After 30 days, we made a grand total of $5,170,445 of sales. And as a result, we added 18,550 new buyers to our house list. Chris’s copy is clear, engaging, and fun to read. And most importantly… it will make you a fortune. If you’re looking for a professional copywriter who can transform your business… then hire Chris immediately before your competition does.
Problem: I need to create brand preference. Engaging content marketing creates preference through thought leadership by making you a trusted source of information and education. You can also create preference through relationships, which are strengthened whenever your content entertains or helps your buyers. People are more likely to buy from companies with whom they have relationships.
Take a content writing class online. Some professional content writers argue that academic programs may be too basic or general for individuals who already have some writing experience or an existing English degree. If you feel you are already a skillful writer, you will likely need technical writing skills that you can gain through a content writing class online.
There are a host of metrics to look at when you have a robust analytics solution, but having too many goals to live up to tends to result in prioritization difficulties. I recommend content marketing teams have 2-3 metrics they measure, and perhaps some secondary metrics each sub-team can measure to help understand when there are different levers to pull. Here are my recommendations:
Content marketing is a quickly growing field. With that growth comes opportunities for entrepreneurial-minded writers. If you're curious about getting started in content marketing, we've put together a guide that should tell you if you are cut out for the job -- and if you need content writers for your next project. Find out as we discuss content marketing 101.
Now, if you're just sitting down to write an effective sales letter, you're probably wondering what some of the best copywriting tips might be for getting the point across and clinching the sale. While there are hundreds of potential tips, there are only about 15 that matter the most. However, these tips don't come from me. I've garnered them from two legends in the copywriting game.