After all, if you don’t really understand the product and why it’s so good, what makes you think you can write compelling copy for others to read? In advertising, they stress that you need to sell benefits, not features. Features are what the product has, but benefits are what the product will do for you. In other words, sell the sizzle, not the steak.


Since reading your stuff I can’t help but do #1 (exericise #1 that is…..) when I see ads. Our local newspaper just started a campaign on the newsstands that I just don’t understand. It’s their logo, a photo of a loaf of bread, and the copy “The best thing since sliced bread.” WHAT? How on earth does this warm me up to buy a newspaper? And the cliche!
I searched for the best way to get started; enter, Elance. It took a while to get that first measly web content contract. But after that project, the client gave me stellar feedback, and my service started to gain speed. I wasn’t making much at all, but the inquiries came rolling in. So much that I neglected to respond to some project invites, which lead to the demise of my Elance profile. Yep, Elance suspended my account that had pretty good potential and creditability. Make sure you read those terms carefully. Lessons learned.

I have just started a business writing resumés and job applications and doing interview coaching. I got my first client through a friend at work who is also my hairdresser. I helped her with some job applications and she recommended me to a customer (cut, foils, blow dry!) who paid me $200 to write responses to selection criteria for a government job. It took me ages to do this but I learned a lot and it gave me the confidence to keep going.

Take it from someone who writes for a living: Just start writing. Your first idea is probably not going to be a winner, and that’s why you should get it out of the way as soon as possible. Write out all of the ideas you have for your copy, no matter how silly– you may be surprised at what gems come out of a brainstorming session where you don’t edit or criticize your creativity.
I searched for the best way to get started; enter, Elance. It took a while to get that first measly web content contract. But after that project, the client gave me stellar feedback, and my service started to gain speed. I wasn’t making much at all, but the inquiries came rolling in. So much that I neglected to respond to some project invites, which lead to the demise of my Elance profile. Yep, Elance suspended my account that had pretty good potential and creditability. Make sure you read those terms carefully. Lessons learned.
Content marketing also provides additional benefits in that it supports other digital marketing channels. It provides additional content for social media marketing and contributes to SEO efforts by generating natural inbound links and building up good content on your website that gets found in search engines. In fact, for many companies the bulk of their SEO efforts should be focused on content marketing.
You create a few sample infographics and share them on social media so people see what the tool is capable of doing, and between that and the traffic coming from organic search, you start to get a few hundred people using it every month. A few of them like it so much they provide their name and email address so they can continue using it. Now that you have their contact information, you're able to identify some people that would be a good customer fit and keep in touch with them, nurturing them into customers.
At this stage, the work of the one or two content marketers on your team remains about the same as it does with a team of one -- content creation, SEO, and social media. Even if you decide to dedicate two hires to content marketing as Volpe suggests, to bifurcate responsibilities between those two employees is premature. Both employees should contribute to all three responsibilities, and leadership of the content marketing program is shared between those employees.

Regardless of team size, it's common for visual content to be created by nearly everyone except, perhaps, the SEO specialist. While designers will do the bulk of the advanced creative work, bloggers, content creators, and social media managers will all get involved in lighter-weight design. Often, designers will also create templates for the writers on the team so they can be more independent -- like creating ebook templates so premium content can be laid out by just about anyone with an InDesign license.
Great list, Sonia. Many of these are new to me. One blog that somewhat fits in this list, is Michael Hyatt’s blog. Since he is the former CEO of a publishing company, he has a lot of great insights about actually getting a book published and how the whole process works. If there is a book in your future, Michael’s blog may be a good place to start. (michaelhyatt.com)
I am a huge fan of your writing, I love writing, though have not written much stuff yet but sure will do one fine day :-), I had sent you one e-mail regarding my query, I hope to get the reply soon, but as I can see that your page is already stuffed with so many queries and suggestions. So I wont take much of your time and will try to keep it precise, I wanna know one simple answer that is how to get the job offers for copy-writing? Do I have to create some resume and upload in sites, or directly go to the sites look for the job and apply, or do I have to do my publicity first? How can I get the job ultimately?
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A cool way to increase your value and income as a copy writer is to learn another language. In an economy that is both global and digital, companies need writers who can write copy fluently in different languages for web & landing pages, blogs, emails, white papers, video scripts, etc… I’m finally buckling down and learning Spanish and hope to market goods and services to businesses in Spanish speaking countries (and maybe realize my dream of retiring and living in Spain someday soon).
The two ads above for car insurance quotes in Rhode Island (where I happen to be as I write this) both feature plenty of actual numbers not only in the headline, but in the body copy as well. Although neither of these companies are as well-known or have the brand recognition as brands like Progressive or State Farm, they do offer some compelling figures in their ads (even though the way some people drive here in Lil’ Rhody makes me question how these speculative quotes could possibly be so low).

Hey Nev! Awesome post. It’s very informative for someone new (like me) to copywriting. This post couldn’t have come at a better time for me. I like your tips and I’d like to give you one that is working well for me. Just write. Every day I have been creating the habit of writing daily. Just having a daily goal with a super-simple task to complete helps tremendously. I think Stephen King recommends daily writing practice, too. It’s working well for me as I increase my skills and learn new things. And that’s my 100 words for the day!
With a marketing team size of around 18, your content marketing team will be staffed with all the same roles -- bloggers, long-form content creators, SEO specialists, designers -- just multiplied. Aim to have three bloggers on staff, and two employees for each of the other roles. It's wise to have one of those bloggers have expertise in editing, too, so there's someone dedicated to maintaining content quality as output increases.
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