Freelance Copywriting, marketing and social media tips

A landing page is often a single page website that concentrates purely on one product or service. Traffic is driven to this page through other marketing means – e.g. banner adverts, email marketing, print ads etc.

There are 4 things that need to be considered when creating your landing page.

You have to look at:

• What your offer is going to be?
• Who will be interested in your offer?
• Why they should take further action (i.e. buy or sign up)?
• How do they take further action?

Landing page elements

There are various elements each landing page should have to help answer the above questions.

1. Logo

Your company logo will be on all your marketing materials so your reader can easily identify you. Therefore it should also appear on your landing page to keep the continuity.

Normally it will appear in the top left or top right corner of that page – somewhere it can be seen without detracting from the mail sales message of your page.

2. Unique value proposition

There is one question that will be in the forefront of your reader’s mind when they reach your landing page – ‘what’s in it for me?’ So you must answer it immediately.

Your unique value proposition will tell them exactly why they should do business with you – this will be a major benefit of your product or service.

3. Headline

Because your reader would have come to your landing page from another piece of marketing (email, postcard, banner advert), you must ensure your headline ties in with the advert that generated the lead in the first place. If you don’t you’ll cause confusion and lose the reader.

4. Offer

Whatever your offer is, it must be clear and concise. It is this that will make them make the buying decision (or not) so it has to be a fantastic deal.

But if you make it too complex they’ll walk away. Make sure you keep it simple.

5. Be interesting

The main body of your landing page (or video) has to be interesting. Make sure it is benefits lead so they are left in doubt about what your product/service will do for them. Always write in the second person (i.e. you and your) to build rapport and talk directly to them.

The format of your copy is also very important. Use short paragraphs and sub headings to break up the text. The use of bulleted lists will also add interest.

6. The use of images

Pictures are fantastic if used well. A poor quality or boring image will do more harm than good. Use one that is of high quality and interesting – something that will make them want it.

7. Call to action

This should be simple and commanding and can appear anywhere within the text. Don’t over use it though, there’s nothing worse than seeing a bold CTA after every paragraph – that makes you look desperate.

If the desired action is to complete an online form, make sure it is simple to complete. If your reader is faced with a long and tedious order process, they won’t bother.

8. Create confidence

You have to get your reader to trust you and have confidence in you and your product. Using testimonials, case studies, and reviews will strengthen your case and give peace of mind to your reader. But make sure they are qualified.

9. Be transparent

Don’t hide behind your landing page. If your contact details aren’t prominently featured your reader will think you have something to hide.

Make sure all your contact details are visible along with you T&Cs, privacy policy and copyright details etc. These can be on other pages, but you must make sure a link to them is clearly visible.

10. Test

OK, strictly speaking this isn’t an element that appears on your landing page, but it is vital in its development.

You will never know how your readers will react until you test your page. Create more than one and direct traffic to each one. Check your conversion rates to determine which was more successful. But don’t stop there. Constant testing is the only way to hone the optimum landing page that will convert consistently.

If there was a single blue print for effective copywriting, I’d be out of a job and all the sales and marketing writing in the world would become predictable and boring.

The structure of persuasive copy is fluid – there isn’t a ‘one size fits all’ solution. So, if you arrived at this post hoping to receive a check-list outlining how to write persuasive copy every time, you’re out of luck.

However, persuasive copy does contain certain elements that crop-up again and again. So without further ado, here are a few pointers to get your copy off the ground.

Elements of persuasive copy

1. Focus on your reader

This is vital and yet there is a lot of copy out there that doesn’t. Your reader is only reading your copy because they think there’s something in it for them. But if you don’t tell them what that is from the outset, they’re not going to keep reading.

Make an impact by giving them an important promise immediately either in the heading or the opening paragraph. Tell them exactly what’s in it for them to get them hooked.

2. Stay focused on your reader

Just because you have them hooked doesn’t mean they’ll finish reading your copy just to please you. Every section of the remaining copy must have a central idea and purpose – don’t waffle. And don’t digress, your copy must always support the main promise you made at the outset.

3. Be specific

Your reader has a built-in BS detector so if you try to pull the wool over their eyes, they’ll spot it a mile off.

The most persuasive copy contains supporting evidence that is specific and qualified.

4. Build credibility

How can you persuade your reader your product is for them? Use statistics, external references, case studies, testimonials etc. These will all build your credibility and show your authority as well.

5. What was in it for them again?

Don’t ever let your reader lose sight of what’s in it for them. Tell them again and again. Reaffirm it with your evidence.

6. Have a stonking offer

By the time your reader has reached here they should be sold on your product. But the offer you make them is going to be key as to whether they buy or not.

7. Sum up

Just as any good Barrister would in a court of law, sum up why your reader should buy. Return to your original promise and show them how you’ve fulfilled it – just in case they missed anything.

8. Call to action

Don’t get all the way to number 7 without adding a strong CTA. By number 7 your prospect will have their hand on their wallet ready to open it. But if you forget the CTA, they’ll just put it back again.

Make it commanding – if you want them to complete an order form make sure it is simple to use. If it looks to complicated they’ll wiggle off your hook and go elsewhere.

So there you go, although there isn’t a set method of writing great copy, by incorporating these elements you’ll get your reader hooked.

Why not give it a go?

One of the best things about being a freelance copywriter, is I get to help other people.

Not just my clients, but other aspiring copywriters.

I receive a number of emails from would-be copywriters looking for hints and tips to help get them started.

They find me either through this blog or through my company website Briar Copywriting.

I love receiving these emails and I always reply to them and give them whatever advice I can. Which is what prompted me to put this post together. Hopefully, I will be able to answer all the common questions in one go.

My journey as a freelance copywriter started in 2007. I was very green back then and was grateful for any advice I could get. So here goes, these are the most frequent questions I get asked:

1. How do I get work?

Yup, that’s always the hard one to answer. Everyone’s background is different. If you have worked as a copywriter within a company and want to go it alone, you’ve probably got potential clients you can approach.

If you are coming into this industry without that leg-up, it’s a bit more difficult. Some copywriters will ‘cold call’ – normally by phone. They’ll contact local companies and try to get work that way.

Another option is to write copy in the hope of attracting clients. For example, if you see sales literature for a company that really isn’t very good, you could re-write it, send it to them and say, if you like it pay me £xxx if you don’t, that’s fair enough.

I was fortunate when I started out. I immediately walked into a paying job and within weeks of setting up, had clients knocking on my door. That isn’t always going to happen though so you’ll have a lot of marketing to do. Get out there and meet people. Go to local networking events to generate a buzz and to get people talking.

2. How do I get a portfolio together?

This is the chicken and the egg scenario – how can you show a perspective client a portfolio of work when you don’t have any clients!

Think about your past work history. What did you do? Can any of that be used to show your writing skills? Even if it’s stuff you did in a voluntary capacity for a local PTA or other organisation, it can still be used. Remember, you are unlikely to be walking in to see large Blue Chip Companies when starting out, so don’t worry about your portfolio looking a bit ‘lame’. You can build on it with every client you get.

3. Is there a copywriting course I should go on?

Let me answer that one this way – I do not have any formal writing qualifications. I have a BA(Hons) in English Language and Literature but I have never taken a copywriting course.

As long as I can remember I’ve always been a writer. And it’s the quality of my work that attracts clients, not the qualifications I hold.

Besides, one thing my clients often say is they like working with me because I bring a fresh take to things. I’m not blinkered to any particular formulas or rules. When I receive a project, I take into account the business, the product, the audience, the media and then create something original that will work for that audience and client.

So, don’t get hung up on thinking you must have a copywriting qualification. Clients will choose you on the quality of your work, not how many letters come after your name.

4. Do I need a website?

Yes!!!!

Your website is going to say a lot about you so don’t scrimp on it. Go to a good web designer (and one who understands SEO) and make sure you get a professional site that is clear, compelling and simple. After all it will reflect your professionalism, your values and your service.

5. Do I need to understand SEO?

Search engine optimisation is essential for your clients and for your business.

It is big business these days and clients are always looking for a copywriter who actually understands SEO. But not only that, you have to understand SEO to get your website ranking well.

My website ranks for all my major keywords. Because of this, I don’t have to go chasing clients. These days clients come to me. They find my website in the search results and commission me – it really can be that easy. Because of this I don’t pay for advertising – my website does that for me.

6. How can I improve my writing?

The simple answer to that one is to write. The more you do it, the better you’ll get. The world of sales and marketing is changing all the time so there is always something new to learn. Plus the more you write the more objective you’ll become towards your own writing so you’ll continuously improve.

You can also improve by reading a lot. Both fiction and non-fiction will help you by exposing you to different styles.

Plus, when you’ve written something for a client, read it out loud. You’ll probably feel a right Charlie, but it will help you identify areas that aren’t working. Make sure you put on your voice-over voice too. Although it will sound very contrived, using intonation and excitement in your voice will help you identify areas that don’t flow because the rhythm is off.

Another way is to watch other writers you admire. Read their work and analyse what they do. This is a great way to pick up tips and ideas that you can transfer into your own work.

7. What else do I need to know?

One of the other essential things you must do is back-up your work constantly.

I have a USB external hard drive that is set to back up my files at certain times. Plus, I also use the Carbonite service which constantly backs up specified files to my Carbonite web space. Once I’ve made an amendment to a file or created a new one, Carbonite waits until it is inactive and then backs it up immediately. I also have a separate portable external hard drive that I regularly back up.

I hope that quick run down has helped answer any question you might have. If you need to know anything else get in touch or make a comment on this post.

Good luck.

There are millions of Twitter users out there, but how many of them are using it effectively?

How about you? Do you tweet, and if so, how do you tweet?

How do you get from being a solo tweeter, to a tweeter with a constantly growing number of followers?

Twitter = Conversation

That’s it really. Twitter is all about starting a conversation. It’s not about gathering as many followers as possible in the shortest time. It’s not about sending out constant sales messages.

What is it is about, is talking to people and engaging with them.

As a copywriter I use Twitter a lot and have put together a list of the top ten ways you can engage with people and become seen as an interesting person to follow.

1. Tips and facts

Don’t just send out a constant stream of 140 character adverts for your business. If you do, people won’t follow you.

Give out tips and facts that you think others will find useful. If you’re browsing the web and come across an interesting article, tweet about it and include the link.

2. Retweet and acknowledge

If someone you follow says something interesting or tweets a link you like, retweet it and add your own comment.

3. #FF

The Follow Friday hash tag has been around for a while but it’s still very useful. If you like someone #FF them. If people you follow have #FF someone, take a look at their profile and if you like what you read, follow them.

4. Respond

Always take the time to respond to tweets. Engaging and starting a conversation can lead to friendships or even a new client! If you can help with advice, give it – be generous with your knowledge.

5. Talk about a subject

If someone sends out a tweet about a subject you’re interested in, reply to them. Generate a conversation and encourage others to join in.

6. Introduce yourself

When you get a new follower, introduce yourself to them. You can set automatic responders to new followers but there’s no substitute for the human touch.

7. Pick their brains

Twitter is a gold mine of information just waiting to be tapped. If you have a problem ask for their help. You’ll be amazed at the response you get.

8. Say thank you

Such a simple thing to do and very effective. If someone retweets you or answers your plea for help, say thank you.

9. Ask a question

This is the best way to stimulate a conversation. Ask for opinions and respond to those who tweet back. After all, what’s the point in asking a question if you can’t be bothered to continue the conversation?

10. Put people in touch

If you are following someone who you know will be of interest to others, make an introduction. This way you’ll add value to your network and show yourself as a considerate tweeter.

Twitter can be such a powerful tool, everyone should be using it. Many people still ‘don’t get it’ but that could be down to their not using it properly.

Tweet about what you’re doing, feed your blogs into Twitter, talk about interesting facts, link to fascinating information and start a conversation.

Twitter helps you bring a human touch to your business, so use it.

There are three things every email marketer wants to achieve:

• They want their message to be delivered
• They want to establish a relationship of trust with their mailing list
• They want their emails to be read

But, if you want to become known as an email spammer that won’t be important to you. You won’t care about your recipient. You’ll go out of your way to send annoying emails. You will want them to unsubscribe from or block your messages.

To help you become a spammer extraordinaire, just follow these tips:

1. Never use a real name

Don’t you just hate it when you get emails from real people? Wouldn’t it be better to conceal your true identity?

Who cares if your email shows it’s come from Sally Ormond or Briar Copywriting? It would be much better to use something like ‘Bulk’, ‘List’, ‘Blank’. The recipient will never guess it’s a spam email with a senders name like that.

2. Make sure your subject line rings alarm bells

Subject lines that make sense are so boring. It’s much better to use something nonsensical – Brodie tell freelancecopywriter.com – fab! That tells the reader absolutely nothing. Of course, if you really want to get their attention THERE’S NO BETTER WAY THAN USING CAPITAL LETTERS!!!

3. Don’t send it to real people

Do you really want to spend time making sure you have a real person’s name in your recipient’s email address? Of course not. Just sent them out to generic addresses. Yes, some might get stuck in spam filters but there’ll be some that get through.

4. Use catch phrases where possible

Why waste your time trying to come up with a strong subject line that is informative and eye catching? Go with the good old ‘free’, ‘cheap’, ‘GUARANTEED’, ‘no obligation’. It’s not as if your recipients are going to be bright enough to work out we only use those words to make them open our emails.

5. Don’t worry about the quality of your copy

People always bang on about making sure you proofread everything. What’s the harm in the odd spelling mistake, punctuation balls-up or grammatical error? They’ll be so busy they won’t even notice.

6. Don’t get cocky

If you’re confident in your writing you’ll make your reader think you know what you’re taking about.

Keep it vague. Use words like ‘I was wondering’, ‘perhaps you could’ – I mean, it’s not as if we want the reader to take action is it?

7. Send it to anyone

I’m not into all this sending information only to those who are interested. How do you know if someone is interested or not? I mean, it’s like those emails you get from SEO companies. It’s not like they’ve got time to check to see if the company they’re mailing out to is on the front page of Google or not is it? OK, so the copywriter we emailed was on the front page for the term ‘copywriter’ but I bet there are some terms they’re not on the front page for. That’s why it’s important to be vague in your email – specifics will only cause problems.

Why do you need to know this?

If you want to become known as a spammer, these 7 tips will help you.

But if you want to avoid that particular tag, remember:

• always use a real name in the sender field
• ensure your subject lines make sense, are informative and don’t use capital letters
• send your emails to a real address including a persons name
• avoid catch phrases and words like ‘free’ ‘cheap’ ‘GUARANTEED’
• make sure you proofread before sending out your email
• write with confidence, if you want your reader to take action, tell them
• make sure your email only goes to those who would be interested/or would benefit from your product/service