Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor’s websites a ‘gander’ every now and then, in case they’re doing something that I should be doing.

I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the ‘Copywriting Industry’ I didn’t realise we had an industry! If we have, it’s surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.

“Well what about advertising and marketing agencies?”, They enquire. “Well what about them?”, I ask. And so it goes on and on until they realise that a copywriter who works for a structured and institutional organisation, is a totally different animal to that of the freelancer.

Institutional versus Freelance

So what are the differences between them? There are many. Let’s look at the agency writer. He or she is likely a talented person with creative skills and a good command of the English language. They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.

Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests of their company, will decide whether it’s worthy of publication.

After a couple of years, doing similar ‘run of the mill’ stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor. And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously. They’ll play it safe. Well wouldn’t you?

Eventually, their creative awareness and talent may break through the institutional membrane and they’ll want to move on. They’ll want to do something for themselves. They may even become a freelancer.

A freelancer is just about anyone with a passion and a flair for writing. Some have started out on their career path by working for agencies, some have graduated in English and just feel ‘qualified’ to do the job, whilst others come into the ‘industry’ from a variety of other routes.

By whichever means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and every style humanly possible. But there’s more! You will have to meet deadlines, sometimes work for less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!

What does it all amount to? What’s the bottom line?

Let’s summarise thus far.

A copywriter working for an agency will work in a nice warm office with nice friendly colleagues, writing simple institutional letters, brochures, ads and information packs. They’ll be paid somewhere between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a steady secure position.

The freelancer’s life is not so clear cut. They mostly work on their own, write all kinds of stuff about everything and wonder where their next packet of fags is going come from. They only take short breaks, get stressed and slag everyone off at any party.

They’re self-employed, so have to keep accounts. They have to buy all their own stationery, stuff their own letters and post off their mailings. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown clients through some online freelance website. The pits!

Sounds terrible doesn’t it? Then why do we do it?

The uncovered truth about freelancing

Well, obviously I can’t speak for everyone so I’ll tell you why I do it and how I do it. “Listen up”

The main reason I write for a living is because I love it. I’ve always been a creative person so writing comes as second nature. And let’s face it, it’s not very difficult to do.

I love the challenge that each assignment brings. I have ghost-written several books for clients and each has been on a completely different subject. The downside of ghost-writing is having to sign away all rights to the work, which means you can’t showcase it or put it in your portfolio. The client gets all the credit for your masterpiece.

I’ve written many articles for websites, emails and sales letters. I write poetry, humor and boring stuff like FAQ’s and product information. But I’m never bored because the work can be so varied.

Then there’s the money of course. A good freelancer should be able to make around 50K a year. Some make less but some can make over 100K a year. There really is no limit. Make a name for yourself and not only will you be earning a good living, you could possibly find yourself in the enviable position of being able to pick and choose the work you do.

Still want to be a copywriter?

Good! Now let’s dispel a few myths by answering a few questions that I get asked all the time.

The 6 Most Frequently Asked Questions

1. Do you need a formal education and a degree?

No way! Although most agencies will only employ graduates, there’s no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you’re a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter.

2. Can previous work experience help?

Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.

3. I don’t have a portfolio. How can I get work?

Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.

4. Where are the best places to get work?

You could try contacting marketing agencies by way of a letter of introduction, but don’t hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door to door delivery. Contact them by letter, listing your services and your rates.

When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you’re up against it. Still, I think it’s worth the experience. I get some of my assignments this way.

Build a website or have someone do it for you. I’m of the opinion that all businesses should have a website if they want to stay in business.

Create a mail shot and work your way through your local Yellow Pages. Sell yourself. It’s what you will have to do anyway, so get used to it.

5. What should I charge for my services?

This is just a guide. You’ll instinctively know when you’ve become established.

A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalise. If you want #10 an hour, that’ll be #20 for the job. Don’t bother quoting a price per word as you’ll find yourself writing a load of drivel in order to fill the pages.

Again, once you’re established you can charge what you think your work is worth. It’s not uncommon to charge #400 for a 6 page sales letter, if you’re good.

6. What do you think is the most essential skill of a successful copywriter?

If you can’t do this, you won’t be very successful.

“Write as you talk”

That’s it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to ’speak’ to your reader and stir their interest, their emotions, their desires.

If you’re trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It’s a call to action.

Still think you have what it takes?

Then go forth and return with the bountiful harvest of your creative genius!

If you want to know more, and there is a lot more, subscribe to my newsletter.

Good luck and warm regards,

Bill Knight

Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor’s websites a ‘gander’ every now and then, in case they’re doing something that I should be doing.

I receive many emails from students working towards their marketing or other media degrees, asking for a few tips about securing work in the ‘Copywriting Industry’ I didn’t realise we had an industry! If we have, it’s surely a cottage industry because most copywriters are freelancers who work on their own and usually from home.

“Well what about advertising and marketing agencies?”, They enquire. “Well what about them?”, I ask. And so it goes on and on until they realise that a copywriter who works for a structured and institutional organisation, is a totally different animal to that of the freelancer.

Institutional versus Freelance

So what are the differences between them? There are many. Let’s look at the agency writer. He or she is likely a talented person with creative skills and a good command of the English language. They will have learned, from their course work, the psychology of selling, aspects of communication and how to write in a flowing and interesting style.

Each day, at the agency office, they will work on their assignments, which have been delegated to them by their manager. Their work will be scrutinised by their manager or team leader, who, in the interests of their company, will decide whether it’s worthy of publication.

After a couple of years, doing similar ‘run of the mill’ stuff, they may be offered the opportunity of coming up with something completely original. All by themselves, with no guidance, un-tethered by their mentor. And, in the interests of the company, not to mention their job security, they will produce something as institutional as they have been doing previously. They’ll play it safe. Well wouldn’t you?

Eventually, their creative awareness and talent may break through the institutional membrane and they’ll want to move on. They’ll want to do something for themselves. They may even become a freelancer.

A freelancer is just about anyone with a passion and a flair for writing. Some have started out on their career path by working for agencies, some have graduated in English and just feel ‘qualified’ to do the job, whilst others come into the ‘industry’ from a variety of other routes.

By whichever means, once they become a freelancer, they quickly learn to survive. To survive and prosper as a freelancer you must have the ability to adapt, diversify and develop the skill of writing in any and every style humanly possible. But there’s more! You will have to meet deadlines, sometimes work for less than the lower national wage limit and learn to turn your brain inside out. Sounds painful!

What does it all amount to? What’s the bottom line?

Let’s summarise thus far.

A copywriter working for an agency will work in a nice warm office with nice friendly colleagues, writing simple institutional letters, brochures, ads and information packs. They’ll be paid somewhere between 18K to 26K, get 4 to 5 weeks annual paid holiday and get to slag off the boss at the office Christmas party.

Sounds pretty good to me. If you want to be a copywriter, I recommend you go down this path. It offers a good salary and a steady secure position.

The freelancer’s life is not so clear cut. They mostly work on their own, write all kinds of stuff about everything and wonder where their next packet of fags is going come from. They only take short breaks, get stressed and slag everyone off at any party.

They’re self-employed, so have to keep accounts. They have to buy all their own stationery, stuff their own letters and post off their mailings. They have to advertise or even worse, they have to compete to sell their services for a pittance to unknown clients through some online freelance website. The pits!

Sounds terrible doesn’t it? Then why do we do it?

The uncovered truth about freelancing

Well, obviously I can’t speak for everyone so I’ll tell you why I do it and how I do it. “Listen up”

The main reason I write for a living is because I love it. I’ve always been a creative person so writing comes as second nature. And let’s face it, it’s not very difficult to do.

I love the challenge that each assignment brings. I have ghost-written several books for clients and each has been on a completely different subject. The downside of ghost-writing is having to sign away all rights to the work, which means you can’t showcase it or put it in your portfolio. The client gets all the credit for your masterpiece.

I’ve written many articles for websites, emails and sales letters. I write poetry, humor and boring stuff like FAQ’s and product information. But I’m never bored because the work can be so varied.

Then there’s the money of course. A good freelancer should be able to make around 50K a year. Some make less but some can make over 100K a year. There really is no limit. Make a name for yourself and not only will you be earning a good living, you could possibly find yourself in the enviable position of being able to pick and choose the work you do.

Still want to be a copywriter?

Good! Now let’s dispel a few myths by answering a few questions that I get asked all the time.

The 6 Most Frequently Asked Questions

1. Do you need a formal education and a degree?

No way! Although most agencies will only employ graduates, there’s no reason why a freelancer needs anything other than a good command of the English language, creativity and a flare for writing. There are many copywriting courses available, if you’re a little unsure or want to hone your skills, but make sure the course work is set by an experienced and reputable copywriter.

2. Can previous work experience help?

Yes! Sales and marketing experience is very useful if you intend to make a living as a sales copywriter. At the very least, you should understand the sales process and the customer service aspect.

3. I don’t have a portfolio. How can I get work?

Create one! Write some articles, write a small book, write some sales letters, brochures and emails. Show what you can do. Write for free. Write for charities, magazines or newspaper letter pages. Use your imagination and write about anything.

4. Where are the best places to get work?

You could try contacting marketing agencies by way of a letter of introduction, but don’t hold your breath. Magazines are always looking for fillers, so this would be a good place to start. Local small businesses might be interested in having some leaflets written for door to door delivery. Contact them by letter, listing your services and your rates.

When you have gained a little experience, go online and subscribe to some of the freelance websites. Elance, Freelance Work Exchange and Getafreelancer are quite good, but be prepared to compete with other bidders from all over the world. Some Indian freelancers will work for as little #3 an hour, so you’re up against it. Still, I think it’s worth the experience. I get some of my assignments this way.

Build a website or have someone do it for you. I’m of the opinion that all businesses should have a website if they want to stay in business.

Create a mail shot and work your way through your local Yellow Pages. Sell yourself. It’s what you will have to do anyway, so get used to it.

5. What should I charge for my services?

This is just a guide. You’ll instinctively know when you’ve become established.

A one page letter consists of around 500 words and should take no more than 2 hours to write, revise and finalise. If you want #10 an hour, that’ll be #20 for the job. Don’t bother quoting a price per word as you’ll find yourself writing a load of drivel in order to fill the pages.

Again, once you’re established you can charge what you think your work is worth. It’s not uncommon to charge #400 for a 6 page sales letter, if you’re good.

6. What do you think is the most essential skill of a successful copywriter?

If you can’t do this, you won’t be very successful.

“Write as you talk”

That’s it! You must be able to communicate with your reader right off the page. Your words must be conversational. You must be able to ’speak’ to your reader and stir their interest, their emotions, their desires.

If you’re trying to sell them something, you must be convincing. Your letter has to be compelling and attention-grabbing. Finally, your letter has to make them take some action. This could be filling in a form, making a phone call or writing a cheque. It’s a call to action.

Still think you have what it takes?

Then go forth and return with the bountiful harvest of your creative genius!

If you want to know more, and there is a lot more, subscribe to my newsletter.

Good luck and warm regards,

Bill Knight

It seems like a funny question to me, but it gets asked a lot. “Where should the SEO copy go on my Web page?” That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.

For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it. Not true. The spiders will find the text regardless of where it is on your page. Others say all your text has to be in one block. Also not true. The spiders will find the text regardless of where it is on your page.

Other statements I’ve heard regarding text placement include:

• Your headline must appear at the very top of the page.

• Copy placed inside tables throws the search engines off.

• Copy must be positioned above the fold to be found by the spiders.

None of these are true. The spiders will find the text regardless of where it is on your page. (Or did I already say that… twice?) This is true in 99.9% of the cases, with only some very rare exceptions.

So where is the best place to put SEO copy on your Web page? Wherever it makes sense to the site visitor!

Spiders will find your text regardless of where it falls on the page. Want proof? Here’s a test. Go to Google and type in any working URL. When the result comes up for that site, click on: “Show Google’s Cache of…” In the box that appears at the top of the next page, click on this option: “This cached page may reference images which are no longer available. Click here for the cached text only.” What do you see?

You see exactly what the search engine sees. If the text appears in this text-only cache, that means Google’s spider can read it and index it.

Put Copy Where It Is Most Beneficial to Your Visitors

Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor. This is where your focus should always be. The people who have the money come first; the search engines come second.

If it makes sense for your visitors to see your headline as the first thing on the page, then put it first. If a graphic design element makes more sense, then put that first. If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.

If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors’ steps. Then add short copy segments that quickly describe what is offered for each specific product. Even though the copy is scattered all about the page, the engines WILL find it.

When it comes to copy placement on your Web pages, don’t agonize over what the engines want you to do. Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas. The spiders will find it with no trouble at all.

It seems like a funny question to me, but it gets asked a lot. “Where should the SEO copy go on my Web page?” That question gets asked so much because there are several pieces of out-of-date information, rumors and myths with regard to text placement, when writing SEO copy.

For instance, many absolutely swear that the copy has to be as high up on the page as possible for the search engines to find it. Not true. The spiders will find the text regardless of where it is on your page. Others say all your text has to be in one block. Also not true. The spiders will find the text regardless of where it is on your page.

Other statements I’ve heard regarding text placement include:

• Your headline must appear at the very top of the page.

• Copy placed inside tables throws the search engines off.

• Copy must be positioned above the fold to be found by the spiders.

None of these are true. The spiders will find the text regardless of where it is on your page. (Or did I already say that… twice?) This is true in 99.9% of the cases, with only some very rare exceptions.

So where is the best place to put SEO copy on your Web page? Wherever it makes sense to the site visitor!

Spiders will find your text regardless of where it falls on the page. Want proof? Here’s a test. Go to Google and type in any working URL. When the result comes up for that site, click on: “Show Google’s Cache of…” In the box that appears at the top of the next page, click on this option: “This cached page may reference images which are no longer available. Click here for the cached text only.” What do you see?

You see exactly what the search engine sees. If the text appears in this text-only cache, that means Google’s spider can read it and index it.

Put Copy Where It Is Most Beneficial to Your Visitors

Since the engines will find your text regardless of where it falls on the page, your focus should be placed on the site visitor. This is where your focus should always be. The people who have the money come first; the search engines come second.

If it makes sense for your visitors to see your headline as the first thing on the page, then put it first. If a graphic design element makes more sense, then put that first. If you use photos or other images, include captions so your visitors understand what these photos mean and how they relate to the sales message.

If you have an ecommerce site, create pages for each category of products you offer in order to help guide the visitors’ steps. Then add short copy segments that quickly describe what is offered for each specific product. Even though the copy is scattered all about the page, the engines WILL find it.

When it comes to copy placement on your Web pages, don’t agonize over what the engines want you to do. Give 100% of your consideration to what would be most useful for your visitors and place your copy in those areas. The spiders will find it with no trouble at all.

I’ve been a student of the Bible for practically all my life. There is a lot of reason why this book remains the number one best-seller year after year. I think that it is the source of ALL wisdom, yes, including successful copywriting!

What do I mean by this?

Simply put, every copywriting strategy can be found FIRST in the Bible. This may appear to be a strong statement but I challenge the reader to prove otherwise. As I did the research for my latest ebook “77 Ways to Skyrocket Your Website’s Conversion”, I kept saying to myself “but that’s in the Bible … that’s in the Bible.”

I would like to take a look at FIVE copywriting principles and show you that they are as old as the Scriptures. This article is not meant to ‘convert’ you so read with an open mind … ready? Let’s go!

1. Stress benefits not features.

It’s the Garden of Eden. The serpent approaches the woman Eve to get her to take of the forbidden fruit. Does he rave about the color, taste and texture of the fruit? No, he sells Eve on benefits. “Your eyes will be opened, you will be like God …” (Genesis 3:4). Now that’s a benefit, not a feature at all. And did Eve fall for it? She surely did.

That may seem like a ‘negative’ example - a plain deception. But look at what the book of Revelation promises the “overcomer”. Eternal life, health, recognition, wealth and mansions without mortgages.

2. Use lots of testimonials.

If you have just a cursory knowledge of the Bible you know that the gospels of Matthew, Mark Luke and John make up the first four books of the New Testament. They all cover the same ground and share many common stories. So why would we need four different people saying practically the same thing?

You see they all wanted to tell THEIR story about the Rabbi Jesus Christ. So the writers (all satisfied customers) relate the life-changing encounter they each had - the more testimonies the better.

The entire Bible relates stories of peoples encounter with the supernatural and how it affected their lives. In fact, Jesus related to the disciples after His miraculous resurrection that all the Old Testament was really about Him.

3. “Create a damaging admission and address flaws openly”

That’s the title to chapter 3 of the master copywriter Dan Kennedy’s book “The Ultimate Sales Letter”. He goes on to explain that if you openly admit the drawbacks of your offer then your credibility goes up instantly with the customer. For example, your price may be higher than your competitors so you may say: “If you are looking to save a few bucks then you can find many other companies who will be willing to give you some ‘quick fixes’. But we provide a very thorough and expert service, hence the higher price”

You are admitting that you are expensive but showing why - the customer gets a superior service.

In the gospels we see many potential disciples who wanted to follow Jesus and he told them openly that it was a sacrificial walk. He told them in no uncertain terms that it involved a “cross”, leaving father and mother behind, even possible death - but you will gain eternal life in the process. Talk about a “damaging admission.

4. Place a limit on your offer to motivate procrastinators.

This is a very important element of the “call to action” section of any sales letter. Humans are naturally procrastinators. We always put off what should be done now for a ‘later’ that never arrives. That is why the copywriter must show that supplies are limited or the special offer is for a ‘limited time only’.

In many ‘call to action’ sections of the Bible we see the same warning to procrastinators. “Today if you hear my voice do not harden your heart ..” (Hebrews 3:7). In the story of the great flood procrastinators were found outside the ark. Jesus told the story of the covetous farmer who built bigger barns to store his grains not knowing that death would come knocking on his door that very night.

Jesus never sent one of his listeners to go away and think about it. Today … now, was the only time that anyone had. His message was “ACT NOW!”

5. Research your potential customers to know their problems and needs.

Dan Kennedy refers to this as “getting into the customer”. Getting into the head and experiences of the customer -walk in his moccasins.

The whole Christmas story is about Jesus getting into the skin - literally - of the customer. The writer of Hebrews says that Jesus is touched by our feelings and infirmities. He became like one of us so that He may understand “the customer” better. That is why he could speak to the needs of the human heart with such authority because he knows what is in man.

I’ve just briefly looked at 5 copywriting principles but this applies across the board. Whether you accept the Bible as just another book or as inspired writings, there is no denying that the principles are there.

I would love to hear from the reader if he or she would like to challenge me on finding a useful copywriting principle that’s not in the Bible.

I’ve been a student of the Bible for practically all my life. There is a lot of reason why this book remains the number one best-seller year after year. I think that it is the source of ALL wisdom, yes, including successful copywriting!

What do I mean by this?

Simply put, every copywriting strategy can be found FIRST in the Bible. This may appear to be a strong statement but I challenge the reader to prove otherwise. As I did the research for my latest ebook “77 Ways to Skyrocket Your Website’s Conversion”, I kept saying to myself “but that’s in the Bible … that’s in the Bible.”

I would like to take a look at FIVE copywriting principles and show you that they are as old as the Scriptures. This article is not meant to ‘convert’ you so read with an open mind … ready? Let’s go!

1. Stress benefits not features.

It’s the Garden of Eden. The serpent approaches the woman Eve to get her to take of the forbidden fruit. Does he rave about the color, taste and texture of the fruit? No, he sells Eve on benefits. “Your eyes will be opened, you will be like God …” (Genesis 3:4). Now that’s a benefit, not a feature at all. And did Eve fall for it? She surely did.

That may seem like a ‘negative’ example - a plain deception. But look at what the book of Revelation promises the “overcomer”. Eternal life, health, recognition, wealth and mansions without mortgages.

2. Use lots of testimonials.

If you have just a cursory knowledge of the Bible you know that the gospels of Matthew, Mark Luke and John make up the first four books of the New Testament. They all cover the same ground and share many common stories. So why would we need four different people saying practically the same thing?

You see they all wanted to tell THEIR story about the Rabbi Jesus Christ. So the writers (all satisfied customers) relate the life-changing encounter they each had - the more testimonies the better.

The entire Bible relates stories of peoples encounter with the supernatural and how it affected their lives. In fact, Jesus related to the disciples after His miraculous resurrection that all the Old Testament was really about Him.

3. “Create a damaging admission and address flaws openly”

That’s the title to chapter 3 of the master copywriter Dan Kennedy’s book “The Ultimate Sales Letter”. He goes on to explain that if you openly admit the drawbacks of your offer then your credibility goes up instantly with the customer. For example, your price may be higher than your competitors so you may say: “If you are looking to save a few bucks then you can find many other companies who will be willing to give you some ‘quick fixes’. But we provide a very thorough and expert service, hence the higher price”

You are admitting that you are expensive but showing why - the customer gets a superior service.

In the gospels we see many potential disciples who wanted to follow Jesus and he told them openly that it was a sacrificial walk. He told them in no uncertain terms that it involved a “cross”, leaving father and mother behind, even possible death - but you will gain eternal life in the process. Talk about a “damaging admission.

4. Place a limit on your offer to motivate procrastinators.

This is a very important element of the “call to action” section of any sales letter. Humans are naturally procrastinators. We always put off what should be done now for a ‘later’ that never arrives. That is why the copywriter must show that supplies are limited or the special offer is for a ‘limited time only’.

In many ‘call to action’ sections of the Bible we see the same warning to procrastinators. “Today if you hear my voice do not harden your heart ..” (Hebrews 3:7). In the story of the great flood procrastinators were found outside the ark. Jesus told the story of the covetous farmer who built bigger barns to store his grains not knowing that death would come knocking on his door that very night.

Jesus never sent one of his listeners to go away and think about it. Today … now, was the only time that anyone had. His message was “ACT NOW!”

5. Research your potential customers to know their problems and needs.

Dan Kennedy refers to this as “getting into the customer”. Getting into the head and experiences of the customer -walk in his moccasins.

The whole Christmas story is about Jesus getting into the skin - literally - of the customer. The writer of Hebrews says that Jesus is touched by our feelings and infirmities. He became like one of us so that He may understand “the customer” better. That is why he could speak to the needs of the human heart with such authority because he knows what is in man.

I’ve just briefly looked at 5 copywriting principles but this applies across the board. Whether you accept the Bible as just another book or as inspired writings, there is no denying that the principles are there.

I would love to hear from the reader if he or she would like to challenge me on finding a useful copywriting principle that’s not in the Bible.

Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.

Benefits are still a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.

There are 6 main reasons why. I call them The New Secrets to Copywriting That Sells.

1. The “Yahoogle” effect

Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips … for free.

Here’s what that means to your marketing:

• Internet search engine rankings for your business/product/service are vital. Most people search on the internet for things they are interested in.

• People won’t pay for information they can get online for free. You can’t succeed selling generic basic plain vanilla information any more.

• You can’t get away with outrageous claims. Everything you say can be checked out in an instant.

• Many people comparison shop on the internet before making any purchase.

Solutions:

• Use search engine optimization (SEO) to get your website ranked high.

• Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases.

• Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold.

• Your offering must be extremely differentiated from the competition &ndash or else you’ll end up having to compete on low prices alone.

• You must make it clear &ndash very quickly &ndash that you are providing something they can’t find elsewhere online for free.

2. Advertising Overload Filter

In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.

They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.

So, to succeed today &ndash marketing must cut through the “advertising filter” and get attention and interest from target prospects.

Solutions:

• Don’t send out “advertising.” Instead &ndash send out valuable helpful information. Make it something that will obviously benefit your prospect just by reading it. Weave your sales pitch into this helpful information.

• Make your marketing look and sound valuable.

• Use specific numbers.

• Make a great offer. You can “buy” a new customer this way and profit from their Lifetime Value (LV).

• Consider a free offer to get prospects/customers into your marketing funnel.

• Be outrageous, crazy, unique &ndash if appropriate.

• Be personal, corny, homey &ndash if appropriate.

3. Super SKEPTICISM

You may be the most honest person in the world. Your company may be the most honest in the world. But all your potential customer knows is there are a lot of dishonest people out there.

Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily. And many people simply disregard claims that sound “too good to be true” today more than ever.

To succeed today, you need to add heavy credibility to your marketing. This will reduce the risk or fear people may have about doing business with you.

Solutions:

• Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.

• Offer a free sample or free trial.

• Offer a risk-free, money-back guarantee.

• Sign your name to the ad or sales letter.

• Use a photo of the person writing, product photo, business photo, employees photo.

• Use customer testimonials extensively.

• Use case studies.

• Use lots of specifics.

• List your physical address, phone, fax, email and business hours.

• Have an “expert” be your spokesperson.

• Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.

• Don’t make claims that could sound “too good to be true” &ndash even if they are true.

4. The Entertain-Game Society

Today, entertainment is everything. Even hard news websites are full of flash, video, audio, surveys, contests, games, etc.

So, use this new environment in your marketing as an advantage. Look for ways to entertain and get prospects involved with your marketing promotions.

Solutions:

• This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.

• Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.

• Surveys with results

• Self-tests with answers

• Trivia

• Celebrity spokesperson

• Games

• Streaming audio and video

• Humor &ndash if appropriate

5. The Right Now Factor

The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.

More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering … instant payment … instant confirmation … and, in many cases, instant downloading of product.

Solution: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY. Play up how fast they will get their product, premium or first issue.

6. The Bonding Factor

We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?

Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.

Today, you need to be seen as a guide and friend first, and a helpful confidant second. If you even smell like just a greedy salesperson, you will lose your advantage.

Solution: Be likeable, friendly, personal, passionate, unique and different. Be authentic &ndash a person and company that your prospect can genuinely bond with.

Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.

Benefits are still a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.

There are 6 main reasons why. I call them The New Secrets to Copywriting That Sells.

1. The “Yahoogle” effect

Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips … for free.

Here’s what that means to your marketing:

• Internet search engine rankings for your business/product/service are vital. Most people search on the internet for things they are interested in.

• People won’t pay for information they can get online for free. You can’t succeed selling generic basic plain vanilla information any more.

• You can’t get away with outrageous claims. Everything you say can be checked out in an instant.

• Many people comparison shop on the internet before making any purchase.

Solutions:

• Use search engine optimization (SEO) to get your website ranked high.

• Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases.

• Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold.

• Your offering must be extremely differentiated from the competition &ndash or else you’ll end up having to compete on low prices alone.

• You must make it clear &ndash very quickly &ndash that you are providing something they can’t find elsewhere online for free.

2. Advertising Overload Filter

In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.

They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.

So, to succeed today &ndash marketing must cut through the “advertising filter” and get attention and interest from target prospects.

Solutions:

• Don’t send out “advertising.” Instead &ndash send out valuable helpful information. Make it something that will obviously benefit your prospect just by reading it. Weave your sales pitch into this helpful information.

• Make your marketing look and sound valuable.

• Use specific numbers.

• Make a great offer. You can “buy” a new customer this way and profit from their Lifetime Value (LV).

• Consider a free offer to get prospects/customers into your marketing funnel.

• Be outrageous, crazy, unique &ndash if appropriate.

• Be personal, corny, homey &ndash if appropriate.

3. Super SKEPTICISM

You may be the most honest person in the world. Your company may be the most honest in the world. But all your potential customer knows is there are a lot of dishonest people out there.

Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily. And many people simply disregard claims that sound “too good to be true” today more than ever.

To succeed today, you need to add heavy credibility to your marketing. This will reduce the risk or fear people may have about doing business with you.

Solutions:

• Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.

• Offer a free sample or free trial.

• Offer a risk-free, money-back guarantee.

• Sign your name to the ad or sales letter.

• Use a photo of the person writing, product photo, business photo, employees photo.

• Use customer testimonials extensively.

• Use case studies.

• Use lots of specifics.

• List your physical address, phone, fax, email and business hours.

• Have an “expert” be your spokesperson.

• Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.

• Don’t make claims that could sound “too good to be true” &ndash even if they are true.

4. The Entertain-Game Society

Today, entertainment is everything. Even hard news websites are full of flash, video, audio, surveys, contests, games, etc.

So, use this new environment in your marketing as an advantage. Look for ways to entertain and get prospects involved with your marketing promotions.

Solutions:

• This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.

• Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.

• Surveys with results

• Self-tests with answers

• Trivia

• Celebrity spokesperson

• Games

• Streaming audio and video

• Humor &ndash if appropriate

5. The Right Now Factor

The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.

More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering … instant payment … instant confirmation … and, in many cases, instant downloading of product.

Solution: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY. Play up how fast they will get their product, premium or first issue.

6. The Bonding Factor

We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?

Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.

Today, you need to be seen as a guide and friend first, and a helpful confidant second. If you even smell like just a greedy salesperson, you will lose your advantage.

Solution: Be likeable, friendly, personal, passionate, unique and different. Be authentic &ndash a person and company that your prospect can genuinely bond with.

by Karon Thackston