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Vocabulary is one of the most important matters that we have to be concerned a lot when we want to learn a new language, such as English. This matter is the first thing that should be mastered before another. As an attempt to learn vocabularies, there are so many ways that probably people do, including by having vocabulary software in our note book or computer. Yes, if we compared to common dictionary book, this way is much more practice to use because it will allow us to check any words in English whenever we want. But, how can we get good vocabulary software? Do not worry because now we are allowed to get that fabulous software easily through one site on the internet named Vocaboly.

When the applications started rolling in, I was dumbfounded. All of my best intentions and systems notwithstanding, the applicants seemed intent on ruling themselves out of contention by sending sub-standard application emails. They were so bad that, at times, I felt like I was shortlisting based on the quality of the application, rather than the quality of the applicant.

This article is for any writer – experienced or not – who plans to apply for a copywriting job. It presents 12 tips (in order of importance) on how to apply in such a way that you stand a chance of making the shortlist.

1) Follow Instructions

If the job ad contains instructions, follow them. If it contains instructions which are labelled “IMPORTANT”, and which are formatted bold and red, you can assume they’re somewhat important and that there’s a reason for them. Follow them! Read and re-read the ad to make sure you’ve followed every instruction. If the ad says apply via email, apply via email! If it says to use “Copywriter Application” as the subject line, use “Copywriter Application” as the subject line! If it says to visit a website, provide a quote, supply three copy samples, and include your resume, DO ALL OF THOSE THINGS! If you don’t follow the simple, obvious instructions in a job ad, the employer will have no faith that you’ll be able to adhere to a complex copywriting brief!

2) Less is More

Don’t waste the employer’s time. Remember, they’re hiring a freelance copywriter because they need someone to take on a bit of their workload. They’re ‘time poor’. Keep your application short ‘n’ sweet. This is your chance to show what you’re capable of, so don’t fall into the trap of using big words and complex sentences. Less is more.

3) Show How You’ll Help Their Business

Try to see things from the employer’s perspective. Most employers who advertise for freelancer copywriters are looking for people who can help them streamline their business. Employers – particularly copywriting studios, advertising agencies and web design agencies – who want freelance copywriters are trying to ‘productize’ copywriting. They want to be able to ‘turn the handle’: they want an affordable freelance copywriter who can be relied upon to deliver client-ready first draft copy, with minimal supervision. They’re trying to build a copywriter factory line. Remember this when you apply, and try to show how you’ll help them achieve this goal.

4) Make Your Application Scannable

Once again, remember that the employer doesn’t have a lot of time. So make your copywriter application easy to scan. Don’t just write one long block of text. Use short paragraphs, headings and bullets, and bold the important bits.

5) Address the Requirements

If the copywriter ad lists the requirements of the job, make sure you address them, individually. (But remember, keep it short ‘n’ sweet.)

6) Be Open and Honest

Don’t oversell yourself; if the story told by your samples and resume doesn’t match your sales spiel, you’ll be discounted. If you don’t have the experience or expertise to satisfy one or more of the requirements, say so. And don’t lie about your experience or include samples you didn’t actually write. This may get you one job, but you may not get paid for it, and you’ll certainly never get another. And remember, the copywriting world is very small; everyone knows everyone, and warnings about deceptive freelancers travel very fast along the grapevine.

7) Provide Relevant Samples

If the job ad asks you to supply samples of your copy, do everything in your power to find and supply samples that are relevant. The ad may specify the kind of samples you need to supply, but if not, take a look at the employer’s website, and send samples that are relevant to their main service offering. If they do mostly web copy, send web copy samples. If they do short copy, send short copy samples. And if you don’t have any relevant samples, try to identify the core qualities required by the employer, and send samples that show you possess those qualities. (e.g. If the employer does mostly online brochure-type web copy, you’ll need to supply samples which show your ability to simultaneously capture a product and an audience, and maybe even educate the audience.)

Don’t Expect Immediate Feedback

Because most job ads attract hundreds of applications, and because the employer is still trying to run their business, you can’t expect immediate feedback on your application. Don’t send a reminder email after a day or two days. If you’re going to send a reminder, do it after a week or two weeks. And, unless the ad says to call, don’t call! Phone calls take up a lot of time, and this can be very frustrating to a busy employer who, most likely, has no feedback to give yet, anyway.

9) Don’t Use Broken English

If you’re applying for a job as an English-language copywriter, you have to have a solid mastery of English. If your application is written in broken English, you WILL NOT get the role; you’re simply wasting your time and the employer’s time.

10) Proof-Read Your Application

Nothing undermines a copywriter more than mistakes in spelling, punctuation, grammar and syntax (he says as he nervously scans his article!). Pay close attention to detail. You may be applying for quite a few roles, but don’t hurry through your application; always take the time to proof-read and spell-check. TIP: Although it’s not a show-stopper, try to spell the employer’s correctly!

11) Don’t Ask for Work Experience

Unless the ad specifically states that unpaid work experience is a possibility, don’t ask for it. While it certainly indicates great enthusiasm, most employers simply don’t have the time to mentor a junior copywriter, even if they’re not paying the writer anything.

12) Don’t Ask for a Critique of Your Writing

If your application is unsuccessful, feel free to ask why not, but don’t ask the employer to critique your writing. Explaining why your writing is inadequate is a very time consuming task, and it’s not the responsibility of a prospective employer. If you ever had a chance at a call-back somewhere down the line, this is the surest way to lose it.

Conclusion

You’d be surprised how many freelance copywriter applicants DON’T observe the above guidelines. These applicants make the employer’s job extremely frustrating and time consuming, and they all but rule themselves out of contention. Follow all of the above tips when applying for your next freelance copywriter position, and you’ll be a very big step ahead of your competition.

Happy applying!

Developing the right mindset

1. In order to become a successful online copywriter you have to develop the right mindset. The copywriting business is not a get rich quick scheme. It won’t make you a millionaire overnight. But if you follow a few relatively simple steps you could set yourself on the road to financial independence and possibly great wealth!

Action Planning

2. According to online marketing guru Steve Wagenheim, in an ereport entitled The Mindset Of The Successful Marketer , 95% of the people who try to run an online business fail. This is because, they have no plan and they have no idea of what they are doing. If you fail to plan, you plan to fail, and this could spell disaster for your earning potential as a copywriter.

3. Avoid this problem by focusing on a particular area of copywriting. Nick Usborne writes in The Top Ten Mistakes Made by Freelance Writers and Copywriters that it is “far better that you establish a clear niche, an area in which you specialise and then become an expert”.

4. In order to decide on which area of copywriting to specialise in you may want to refer to sites which provide detailed information on the different types of copywriting opportunities available. Business Planning

5. All successful online business owners have developed a realistic business plan for their ventures. Business planning will give you a clear sense of direction and enable you to measure success within your copywriting business. The Business Link website provides a template for writing a business plan in addition to clear guidelines on what information to provide in each section.

Goalsetting

6. Write down how you would like to develop your business within the next 6 months, 12 months, 18 months and so on. As a newcomer you might set yourself a financial goal to make at least £6,000 in the first year of your copywriting career.

7. Using Robert Bly’s calculations in 10 Ways to make a 6-Figure Income as a Freelance Writer, you will have to make £120 a week for 50 weeks. To achieve your weekly target you might plan to do two assignments a week at £60 each. Focus on Quality

8. Dr. Ken Evoy, creator of Site Sell Inc emphasises the importance of offering your customer high quality information. In doing so, you become a trusted expert and many customers will want to work with you. As a result, your income will actually soar. Once the word gets round you will establish credibility for yourself and you will be able to command higher fees.

Market Your Services

9. Go to copywriting internet forums such as Google groups and Yahoo Groups. Post an ad stating that you are offering a free copywriting service. Some online marketers will give your free service a try. Make sure you obtain testimonials for each project you complete.

10. Build a website to promote your copywriting services. Assemble the free copywriting assignments into a portfolio and provide a statement reflecting your work. Don’t forget to include the testimonials received from your customers.

You can drive traffic to your site in many ways:

* Consider delivering informative content for free article directories such as Go Articles and Ezine Articles. Don’t forget to include a hook to your website.

* Write a blog about your business using Blogger or Wordpress.

* Send out news releases * Network on discussion boards get to know people in the community and swap services with other members

You can expand your work opportunities by signing up to a freelance writing agency such as Academic Knowledge.

Nutraceuticals is big, and so is financial; technology is popular, as well the technology sub-niches of software, hardware, and to a much lesser degree, telecom.

In addition to the more obvious markets I have copywriters specializing in the human potential industry, the seniors market, marketing communications (marcom), publishing, the government, white papers, veterinary, insurance, global markets, and more.

As a niching expert, I know there are dozens of niches open to the freelance copywriter, but the one that has continually stumped me…the one I haven’t been able to safely recommend…is non-profit.

Although I’ve written for non-profit a number of times throughout my agency and freelance career, the pay was paltry (or none), and few of my colleagues had much to say about the niche.

Yet there are those who sing its praises. And many copywriters are drawn to the niche, energized by the idea of doing good and getting paid for it.

After four years it had become apparent to me that the only way I’d be able to recommend this niche, or not, was to do a formal study. So I did.

I wanted to answer some basic questions:

Can you really earn six figures or more in this niche? If so, how long will it take? What recommendations would those working in the niche pass down to newcomers? What pitfalls await the unsuspecting? How would one go about creating a successful career in this niche?

In order to get reliable information, I identified five non-profit copywriters who would represent a healthy cross-section…everyone from the “dean” of non-profit himself to a newcomer who’d recently found success in this niche.

I interviewed each of the copywriters with the express purpose of learning the truth about working in this niche; and each knew the purpose of this report was “truth” over sales; that his or her response would influence the course of copywriters’ careers for years to come.

I wanted to know the good and the bad, the pearls and the warts! And my interviewees gave me both, with generosity, honesty, and candor.

In addition I sponsored a survey of non-profit copywriters, who revealed their incomes, their niche markets, and shared a flood of passionate and cautionary advice about working in this niche. Between the interviews and the survey, a clear picture began to emerge…

A picture that looks something like a map of the United States…one whole homogonous entity made up of numerous smaller entities…revealing a very strong but complicated market!

Some of the findings:

You don’t go to a non-profit and say, “I’m a great copywriter. I write killer copy.” You have to be a specialist to grow a thriving business. There is a significant difference between non-profits and fundraisers, and knowing the difference is fundamental to your career as a non-profit/fundraising copywriter. Non-profits split out into three groups: advocacy (caused-based organizations such as Greenpeace); charity (such as the Christian Children’s Fund); and political (Democratic National Committee). Copywriters can specialize by the kind of funding they help organizations raise, e.g., a government grants, giving from wills and estates, and capital campaigns (such as helping a hospital add a new wing). Some non-profit copywriters specialize by media: letters only, or grant writing only, or online only…direct mail, radio, and so on. You can get a lot of business just from your web site if you correctly optimize your keywords (according to your specialty). Creating an ezine is a particularly effective marketing tool for this market. Two of the biggest non-profits are universities and hospitals. (One could sub-niche into either of these huge markets.) Non-profit is a huge niche market and accounts for 2 percent of the Gross National Product. What’s more, it’s a growing market but it will need copywriters in the future even more than it does now.

That’s because, according to non-profit copywriter Alan Sharpe, the new generation did not grow up in a culture of giving, so its going to be more challenging for non-profits to gain the funds they need.

Says Alan: “…the parents of baby boomers are the last generation to give out of habit…my parents’ parents and your parents’ parents…they were basically raised to give…

“And that’s not true today. You’ve got 15-year-olds, 20-year-olds, 30-year-olds… You can approach a 20-year-old and ask them for a donation for Hurricane Katrina and they’ll say, ‘Well, how are you going to use it? How can I be sure? Can you email me photographs of my donation at work?’”

So as non-profits find it more and more challenging to collect funds, they will find talented freelance copywriters more valuable to their marketing initiatives.

Other finding on this niche include:

Survey evidence that copywriters can earn $100,000 per year and more…but that the majority earn much less The non-profit sector has doubled since the early ’90s, and according to non-profit guru Mal Warwick, “continues to grow faster than the economy.” 65 percent of surveyed non-profit copywriters believe non-profit will be a good niche for copywriters in the foreseeable future Only 23 percent of surveyed non-profit copywriters felt there was a high level of competition in the space

“ChrisNotes: The Truth about copywriting for non-profits” offers six months of research and analysis, 78 pages of survey data (16 questions posed to 54 participants), interviews with successful non-profit copywriters, including the “dean” of non-profit copywriting Jerry Huntsinger, and today’s reigning guru, Mal Warwick; and analysis and commentary by myself, copywriter’s coach Chris Marlow.

“ChrisNotes: The Truth about copywriting for non-profits” is designed to help freelance copywriters determine if non-profit is a good niche for them…one that will fill them up emotionally, financially, and perhaps even spiritually…or not.

A niching mistake can be a critical mistake, and can even destroy a fledgling career. It takes time and money to build a business. Knowing with certainty that your chosen niche is the right fit is the first step to business success.

As a copywriter and copywriter’s coach, it’s my responsibility to offer powerful, on-target advice to my “mentees.” For them as well as myself…and for you…I keep a keen watch on the world of freelance copywriting to pick up on changes and trends.I spent last month musing over numerous clues, statements, conversations, experiences, and purchased research pertaining to the business side of copywriting.

My conclusion? The world of copywriter marketing is changing rapidly …thanks to the Web.

I built my site in 1998. Back then there were few copywriters on the Internet. For a long time, when you keyed “copywriter” into Yahoo, my site would come in at the top along with Bob Bly’s and Ivan Levison’s. I’m sure there were others, but these are the sites I remember.

With so few copywriters on the Web, I enjoyed a virtual cornucopia of new clients for about four years, until copywriter newcomers started pushing my site down and down and down…until even I didn’t look for my site any more.

Like everyone else, I had to start driving business to my site, and as time wore on, it proved a marketing model that worked very well.

But I believe a radical shift is now taking place…

…one that implores you to forget thinking about your WEB SITE as the centerpoint of your marketing and make your FREE EZINE the centerpoint instead!

Why is this?

Because the ezine is emerging as one of marketing’s most powerful…and inexpensive…and superfast… marketing tools ever.

Note that free ezines have been around for a long time. Note also that there are hundreds of thousands of them! And note that YOU are subscribed to at least one

In the early days of the Internet virtually everyone looked upon this new medium…the Web…as one would look upon an extra-terrestrial. It LOOKS powerful, but where does that power come from?

Companies started pasting their employees’ bios on the Web until pirating ran rampant. Then they moved toward wimpy “online brochures.” Now enough testing has taken place and enough time has passed to offer clear direction on what works, what doesn’t, and what wins.

And guess what wins?

You guessed it…the ezine!

Knowing this, I’ve gone from suggesting that my coaching students create a highly-targeted, content-rich ezine (or blog), to requiring it.

My own experience with an ezine (thanks to my Freelancer’s Business Bulletin subscribers), proves the power of keeping in touch with a group of like-minded people. Because I work hard to bring useful content to my readers, my list grows steadily and my unsubscribe rate is low.

That said, here’s what you must know about marketing your freelance business in 2006 and beyond:

Today’s business-building writer should select one primary marketing method and strengthen it with other marketing methods that suit their temperament, location, goals, and target market.

I used to believe that one should pick two or three favorite marketing methods and do them exceedingly well.

Now I believe that new copywriters who are entering the business at ground zero, with no name recognition in their marketplace, should
use as many marketing tools as they can.

I still recommend direct mail as an essential marketing method because it’s the only way to handpick your target audience…to know that the people you’re reaching are of sufficient quality to deserve your time.

Your direct mailings and everything else you do…
participation in discussion boards, article publication, face-to-face networking, cold calls, public speaking, and so on…should drive sign-ups to your ezine.

And it’s from your EZINE that you do your most effective…and least expensive…selling. Over time, as your ezine readership grows, you can abandon your time-consuming direct mailings altogether.

More evidence that the ezine is becoming the world’s most powerful marketing tool…

While on vacation in Oregon I brought along some overdue reading. One piece was Part 2 of Clayton Makepeace’s interview with the legendary Gary Bencivenga. They’re discussing mailing formats, particularly that of the magalog.

Clayton says, “Everyone’s looking for the next big format breakthrough…”

And Gary replies, “I really think it’s here already. I think it’s an e-zine. I’m finding that with the clients I’m a partner with, I almost don’t want to do direct mail anymore.

“It’s too tough to send a 24-page magalog to a prospect who doesn’t know you. I don’t think that direct mail will ever be dead, but rising paper costs, rising printing, and rising skepticism argue against people responding to cold mailings that are trying to sell them something right on the spot.

“I think these factors argue instead for an elongated courtship of an e-zine that is of great value, where the selling process starts more subtly, a lot more softly. Perhaps in the future, the most profitable use of much direct mail will be to drive people into an e-zine relationship.”

Gary Bencivenga’s take on the ezine only strengthens my long-held position that a free ezine should be an essential part of any copywriter’s marketing toolkit.

Gary supports the age-old premise and marketing tactic that in lead-gen, you must lead your prospect down the path with high quality information that is valuable.

Here’s another prediction:

The Internet will create more competition for the freelance copywriter.

This sounds scary but it’s not. Direct marketers such as AWAI are reaching a vast market of people who want to transition from what they’re doing now to a career with greater flexibility, freedom, and financial promise.

On the surface, it may look like lots of new copywriters are flooding the market…and they are!

But most target the obvious markets…the ones we can readily see…such as alternative health and publishing.

And yes, you will see increased competition in the obvious markets as AWAI and other programs create more and more entry-level copywriters.

But this is a perfect example of tunnel vision. You see what’s before you…not what actually exists.

And that’s one of the things I do for my coachingstudents…I show them how to find lucrative hidden “pockets” in traditional copywriting niches.

But it doesn’t stop there.

I also show my copywriters how to discover exciting markets that other copywriters are unaware of…and under certain conditions, I can even show them how to CREATE their own niche markets!

So while it may seem that the market is flooding with new copywriters, the truth is that the new copywriters will flood only the obvious markets. The world of business is full of markets…hidden and not.

The Internet Has Made Marketing Faster, Easier, and Cheaper for Service Providers Such as Copywriters.

I have long marveled over the low cost of maintaining a Web site. Creating a presence in other Web venues (such as discussion groups and blog postings) is virtually free. You can write articles for free and distribute them online for free or at low cost. My own positive experience is proof that the effort to “show up” all over the Web is worth it.

And in a recent conversation with a successful nonprofit copywriter, I learned that email marketing can work well IF you have a reliable source for names and their email addresses.

To avoid spamming, you’ll need to find lists where prospects in a target market have “put their names and emails out there,” and would not be surprised by a cold contact coming in this way. If you’re in a niche market that has associations, this is the most likely place to find such a list.

Local Clients Can be a Good Source of Income for the Beginning Copywriter.

I used to advise against targeting local clients because they usually want you to come to the office for meetings and to “pick up the check.” It’s a bad use of your time, that’s true, but if you have a connection with someone local who you think would hire you, it’s money in the door, experience, and a sample for your portfolio.

And no, they don’t have to be in your niche market. You do want a “connection,” however weak. I once did fun work for Oregon specialty cataloger Norm Thompson. While they usually don’t hire freelance, they used me because I lived in Lake Oswego, which was a stone’s throw to their Wilsonville location.

If You Have the Stomach, Talent, and Opportunity for Public Speaking, Do It!

It’s one of the most effective marketing tools you can use. And because relatively few copywriters like public speaking (including me), there’s plenty of opportunity to get before groups that are eager to hear what you have to say.

Board members are always looking for their next speaker. Believe me, you will be welcomed! Just be sure to avoid groups that have little to offer, such as groups of other solopreneurs.

In My Opinion, Networking is Equal in Power to Doing Steady Direct Mail Mailings to Your Target Market.

And that means both online and off. This is where you definitely do want to stick to your target market, especially in any offline efforts. It’s simply too time-consuming to hob-nob with groups that you don’t have a strong connection with.

It bears repeating…

Make sure ALL your marketing activities send people to your free ezine.

This is the model everyone is using…first it was the small guys, then the mid-size companies caught on, then

I saw Agora’s Internet marketing model…now even the big guys are putting the ezine at the center of their marketing!

Just be aware that it takes “multiple touches” before you can expect to see your relationships turn into business. Some say to plan a minimum of nine touches, and for some copywriting markets, you may find that it takes up to two years of continued contact to gain the trust of your prospect.

THIS is why I now advocate using as many marketing tools as you reasonably can when first starting out…touch as many people as possible, always driving to your list…then touch your own list with frequent mailings (at least once a month), while staying in front of your audience in as many ways as possible.

When I say “use as many marketing tools as you reasonably can,” I don’t mean use everything at your disposal. We’re all human and we have time limits.

If you try to use every marketing tool at your disposal you’ll dilute your efforts. Best to pick those that are right for you from your burgeoning “package” of possibilities.

This is one place a good coach can help you accelerate your success…by showing you how to create a customized marketing plan. Copywriters are akin to marketers…and smart marketers craft marketing plans that maximum their exposure both online and off.

The popularity of the Internet has really taken its toll. Nowadays, existing businesses all over the world are also rushing to make their online presence ramped up.

Surely, people are beginning to prefer making online purchases than buying stuff the traditional way. That is because people find Internet transactions much more convenient and practical.

Annually, the number of Internet transactions are rising rapidly that businesses are rushing to establish strategies that would help them underpin the trend. Traditional marketing schemes of the conventional corporate world are also evolving and now are directly employing the skills and versatility of copywriting.

Why copywriting?

Conventionally, marketing and copywriting are two different concepts that are not related to each other. The concepts have independent worlds that have dynamics not overlapping each other.

But the Internet is special. The Internet is one media where people get in to entertain themselves, get knowledge or just kill time. Thus, the Internet is one world dominated by copywriters.

As corporate firms swoon into the Internet, they must form that alliance with copywriters. Thus, marketing is introduced to copywriters. These copywriters must then produce marketing outputs that are aimed at boosting the sales figures of online businesses.

The traditional marketers are threatened to lose their jobs over copywriters. So, some of them learn copywriting themselves.

As copywriters invade online marketing, traditional marketers compromise to get into the picture and incorporate their skills into copywriting.

Marketing and copywriting

In the past, marketing and copywriting people are strangers to each other. Now it is recognized that they are actually estranged bed mates, who must strive to complement each other to achieve a common goal.

That common goal would be to persuade people into buying the products sold through a particular online site.

To be effective in marketing online products, one has to be good in copywriting. And to write good and effective copies for the purpose, one has to be a good marketer, at the same time.

How to create a good marketing copy

Now the challenge for the copywriter would be how to come up with a convincing marketing copy. Statistics reveal that only about 2% of overall online businesses actually generate sales.

Much of the online transactions are also limited to the established online auctioneering sites, which have accumulated reliability over the years. Now, the rest, or 98% of the online businesses in operations currently must cope up and overhaul their marketing copies.

To be able to so do, you, as a copywriter should always bear in mind that you are writing to yield results, read: to generate sales.

How could you do that? Seasoned marketers would assert that you, as a sales person, must be as sincere as possible. In other words, you must strive to make the copies sound as if you are really convinced yourself about the product you are selling, even if, in truth, you are not.

Remember, being sincere does not require you to confess your disbelief in the products. You can do so by revealing the limitations of the products, but offering solutions and suggesting ways on how the potential buyers could correct such product limitations.

As a copywriter, you should also make sure that you are using the right words, that are arranged in the right and effective order and that are aimed at the right audience.

Before copywriting, it is recommended that you first take a quick rundown and knowledge about the intended readers for the copies. Know their demographics, their interests and their needs and feed on those data.

Also use the simplest and most effective of words. Be concise, accurate and direct to the point. Remember, in the online media, there is an information overload that must have already been feeding up your readers.

Crafting short, yet, bulls-eye statements would surely create a great and direct impression and would likely make the feet of your readers move according to your instructions.

You do not need to write grammatically perfect copies, though, doing so is still recommended. Wordiness must be eliminated and graphics should be reduced.

Marketing and copywriting are directly linked, don’t you think? Good marketers can truly be good copywriters, as well as effective copywriters can be good marketers.

As a copywriter and copywriter’s coach, it’s my responsibility to offer powerful, on-target advice to my “mentees.” For them as well as myself…and for you…I keep a keen watch on the world of freelance copywriting to pick up on changes and trends.I spent last month musing over numerous clues, statements, conversations, experiences, and purchased research pertaining to the business side of copywriting.

My conclusion? The world of copywriter marketing is changing rapidly …thanks to the Web.

I built my site in 1998. Back then there were few copywriters on the Internet. For a long time, when you keyed “copywriter” into Yahoo, my site would come in at the top along with Bob Bly’s and Ivan Levison’s. I’m sure there were others, but these are the sites I remember.

With so few copywriters on the Web, I enjoyed a virtual cornucopia of new clients for about four years, until copywriter newcomers started pushing my site down and down and down…until even I didn’t look for my site any more.

Like everyone else, I had to start driving business to my site, and as time wore on, it proved a marketing model that worked very well.

But I believe a radical shift is now taking place…

…one that implores you to forget thinking about your WEB SITE as the centerpoint of your marketing and make your FREE EZINE the centerpoint instead!

Why is this?

Because the ezine is emerging as one of marketing’s most powerful…and inexpensive…and superfast… marketing tools ever.

Note that free ezines have been around for a long time. Note also that there are hundreds of thousands of them! And note that YOU are subscribed to at least one

In the early days of the Internet virtually everyone looked upon this new medium…the Web…as one would look upon an extra-terrestrial. It LOOKS powerful, but where does that power come from?

Companies started pasting their employees’ bios on the Web until pirating ran rampant. Then they moved toward wimpy “online brochures.” Now enough testing has taken place and enough time has passed to offer clear direction on what works, what doesn’t, and what wins.

And guess what wins?

You guessed it…the ezine!

Knowing this, I’ve gone from suggesting that my coaching students create a highly-targeted, content-rich ezine (or blog), to requiring it.

My own experience with an ezine (thanks to my Freelancer’s Business Bulletin subscribers), proves the power of keeping in touch with a group of like-minded people. Because I work hard to bring useful content to my readers, my list grows steadily and my unsubscribe rate is low.

That said, here’s what you must know about marketing your freelance business in 2006 and beyond:

Today’s business-building writer should select one primary marketing method and strengthen it with other marketing methods that suit their temperament, location, goals, and target market.

I used to believe that one should pick two or three favorite marketing methods and do them exceedingly well.

Now I believe that new copywriters who are entering the business at ground zero, with no name recognition in their marketplace, should
use as many marketing tools as they can.

I still recommend direct mail as an essential marketing method because it’s the only way to handpick your target audience…to know that the people you’re reaching are of sufficient quality to deserve your time.

Your direct mailings and everything else you do…
participation in discussion boards, article publication, face-to-face networking, cold calls, public speaking, and so on…should drive sign-ups to your ezine.

And it’s from your EZINE that you do your most effective…and least expensive…selling. Over time, as your ezine readership grows, you can abandon your time-consuming direct mailings altogether.

More evidence that the ezine is becoming the world’s most powerful marketing tool…

While on vacation in Oregon I brought along some overdue reading. One piece was Part 2 of Clayton Makepeace’s interview with the legendary Gary Bencivenga. They’re discussing mailing formats, particularly that of the magalog.

Clayton says, “Everyone’s looking for the next big format breakthrough…”

And Gary replies, “I really think it’s here already. I think it’s an e-zine. I’m finding that with the clients I’m a partner with, I almost don’t want to do direct mail anymore.

“It’s too tough to send a 24-page magalog to a prospect who doesn’t know you. I don’t think that direct mail will ever be dead, but rising paper costs, rising printing, and rising skepticism argue against people responding to cold mailings that are trying to sell them something right on the spot.

“I think these factors argue instead for an elongated courtship of an e-zine that is of great value, where the selling process starts more subtly, a lot more softly. Perhaps in the future, the most profitable use of much direct mail will be to drive people into an e-zine relationship.”

Gary Bencivenga’s take on the ezine only strengthens my long-held position that a free ezine should be an essential part of any copywriter’s marketing toolkit.

Gary supports the age-old premise and marketing tactic that in lead-gen, you must lead your prospect down the path with high quality information that is valuable.

Here’s another prediction:

The Internet will create more competition for the freelance copywriter.

This sounds scary but it’s not. Direct marketers such as AWAI are reaching a vast market of people who want to transition from what they’re doing now to a career with greater flexibility, freedom, and financial promise.

On the surface, it may look like lots of new copywriters are flooding the market…and they are!

But most target the obvious markets…the ones we can readily see…such as alternative health and publishing.

And yes, you will see increased competition in the obvious markets as AWAI and other programs create more and more entry-level copywriters.

But this is a perfect example of tunnel vision. You see what’s before you…not what actually exists.

And that’s one of the things I do for my coachingstudents…I show them how to find lucrative hidden “pockets” in traditional copywriting niches.

But it doesn’t stop there.

I also show my copywriters how to discover exciting markets that other copywriters are unaware of…and under certain conditions, I can even show them how to CREATE their own niche markets!

So while it may seem that the market is flooding with new copywriters, the truth is that the new copywriters will flood only the obvious markets. The world of business is full of markets…hidden and not.

The Internet Has Made Marketing Faster, Easier, and Cheaper for Service Providers Such as Copywriters.

I have long marveled over the low cost of maintaining a Web site. Creating a presence in other Web venues (such as discussion groups and blog postings) is virtually free. You can write articles for free and distribute them online for free or at low cost. My own positive experience is proof that the effort to “show up” all over the Web is worth it.

And in a recent conversation with a successful nonprofit copywriter, I learned that email marketing can work well IF you have a reliable source for names and their email addresses.

To avoid spamming, you’ll need to find lists where prospects in a target market have “put their names and emails out there,” and would not be surprised by a cold contact coming in this way. If you’re in a niche market that has associations, this is the most likely place to find such a list.

Local Clients Can be a Good Source of Income for the Beginning Copywriter.

I used to advise against targeting local clients because they usually want you to come to the office for meetings and to “pick up the check.” It’s a bad use of your time, that’s true, but if you have a connection with someone local who you think would hire you, it’s money in the door, experience, and a sample for your portfolio.

And no, they don’t have to be in your niche market. You do want a “connection,” however weak. I once did fun work for Oregon specialty cataloger Norm Thompson. While they usually don’t hire freelance, they used me because I lived in Lake Oswego, which was a stone’s throw to their Wilsonville location.

If You Have the Stomach, Talent, and Opportunity for Public Speaking, Do It!

It’s one of the most effective marketing tools you can use. And because relatively few copywriters like public speaking (including me), there’s plenty of opportunity to get before groups that are eager to hear what you have to say.

Board members are always looking for their next speaker. Believe me, you will be welcomed! Just be sure to avoid groups that have little to offer, such as groups of other solopreneurs.

In My Opinion, Networking is Equal in Power to Doing Steady Direct Mail Mailings to Your Target Market.

And that means both online and off. This is where you definitely do want to stick to your target market, especially in any offline efforts. It’s simply too time-consuming to hob-nob with groups that you don’t have a strong connection with.

It bears repeating…

Make sure ALL your marketing activities send people to your free ezine.

This is the model everyone is using…first it was the small guys, then the mid-size companies caught on, then

I saw Agora’s Internet marketing model…now even the big guys are putting the ezine at the center of their marketing!

Just be aware that it takes “multiple touches” before you can expect to see your relationships turn into business. Some say to plan a minimum of nine touches, and for some copywriting markets, you may find that it takes up to two years of continued contact to gain the trust of your prospect.

THIS is why I now advocate using as many marketing tools as you reasonably can when first starting out…touch as many people as possible, always driving to your list…then touch your own list with frequent mailings (at least once a month), while staying in front of your audience in as many ways as possible.

When I say “use as many marketing tools as you reasonably can,” I don’t mean use everything at your disposal. We’re all human and we have time limits.

If you try to use every marketing tool at your disposal you’ll dilute your efforts. Best to pick those that are right for you from your burgeoning “package” of possibilities.

This is one place a good coach can help you accelerate your success…by showing you how to create a customized marketing plan. Copywriters are akin to marketers…and smart marketers craft marketing plans that maximum their exposure both online and off.

You need sales to pay the bills. If you don’t know how to write your copy for advertisements, commercials, press releases, brochures, etc. Your business will suffer. And probably you will close your doors soon! Copywriting is selling in print. If you can’t write you can’t sell. Period.

Chances are copywriting is a learnable skill like any other skills. The more you learn and practice the more successful you’ll become.

Look around and you will see that most successful online marketers are copywriters. Or, at least they write their own ad copies. If you find that you’re a good writer, the only nuance is that you must learn how to write in a way that sells.

Copywriting is not easy to learn and it is a lifetime topic, which you will continue to improve at if you work at it. Here’s what one of the best copywriters Stephen King said about copywriting “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.”

If you want to teach yourself copywriting, the first book you must read is The Copywriter’s Handbook. This is a must have ebook for any serious marketer who wants understand the underlying principles leading to higher levels of success and achievement in copywriter. It will give you an introduction into copywriting as well as learning what it will take to write the different types of ad copies. Copywriting is a very broad field in that what you write could be anything from direct mail to Web content to public relations materials, etc…

Another great book, you must look into, is simply called Copywriting. This book is a little different. It explains both what it takes to be a copywriter as well as what you need to develop ideas and structure copy. This is a more original book that focuses on what you need to do as opposed to explaining the different types of advertising like the first book did.

Look for these books in your local library. If you cannot find them, search for copywriting lessons and tutorials at Google. Visit forums and ask questions about writing and you will find plenty of information and resources. If you look online, you can find a great deal of websites, which will offer you free tutorials on how to write good copy.

Copywriting is probably the most critical skill when you are looking to start a website because your written words are going to be the engine which drives your online sales. You can have all the flashy graphics and animation that you want, but if there’s no content, if you can’t write persuasive ad copies, your website visitors will click away to a competitor that has a compelling sales letter and buy. It is marketers who write sales letters that sell who have the greatest success.

Copywriting is precious skill to have! Sure, you can pay someone to write your copies if you wish, but no copywriter can understand your targeted market better than you, and no one can write in an enthusiastic manner that cause your potential clients to buy your product better than you.

Copywriting is one of the most essential elements of effective online marketing. Whether you’re looking to sell something or to start and run a copywriting business.

Teach yourself copywriting and you will be surprised how simple it is to learn once you dive into it.

Copywriting is a skill, which takes determination and a want to keep on learning due to the sheer volume of information on the subject matter. It’s an exciting subject because you can always learn something new that can help you progress step by step in the direction of becoming a famous copywriter. The more you write, the more your writing will improve, the more money you make.

From a copywriter’s point of view, it would be great if clients had a crystal ball that they could use to see which copywriter best suits their project. There are different types of writing and first-hand experience proves that only a handful of people really know there’s a difference. To digress for a moment, we’ve even come across clients who think that web designers are supposed to write the copy for their web pages. Most don’t. It makes sense. Web designers design. Web developers develop or write code, html or php, and build the structure of your site. So… that leaves you with your web content. Who writes your copy, and how do you publish web content that is going to attract web traffic and then persuade your web visitors to buy?

It seems so obvious, but the fact of the matter is, it isn’t. A few years ago, I fellow I met said to me, “What does anyone need a copywriter for?” It’s true. Copywriters were invisible, a behind-the-scene professional. Ad agencies used to be one of the only places you could find copywriters working, or at least working steadily. Look at Hollywood. For years and years, writers were not even recognized. Now, writers are not only recognized, but celebs go the extra mile to praise the writer associated with their project. This change in attitude toward screenwriters — along with the Internet — puts the spotlight on the value writers bring to a project.

When it comes to the Internet, I am happy to report that a professional copywriter is in high demand. The Internet is all about copy. Whether for web pages, email marketing, pay-per-click advertising, banner ads or autoresponders, the words you publish make or break the entire investment. Big companies with inhouse marketing departments and agencies know when and why to call on the copy writer. But, here’s the cause that no one talks about driving small business people to the professional writer. Everyone and anyone sees the words on your website. The world knows if the words on your home page are junk! How embarrassing is that.

With all this, there still comes the novice client who doesn’t have a clue what the value of a good writer is. So from a copywriter’s point of view, I have some tips on when and how to hire a copywriter.

A. When to hire a professional copywriter or scriptwriter

1) When you are in business

2) When you can’t write and might be embarrassed publishing poorly composed text

3) When you don’t have anyone working in your company that is a professional writer

4) When you expect a response

5) When you publish text on the Internet

B. How to hire a professional copywriter or scriptwriter

1) The first step is to hire the right writer for the project. If you want a writer to work on a software manual, look for a technical writer. If you want a news release, find a writer who specializes in public relations. If you want to sell, engage the services of an advertising copywriter or a commercial scriptwriter. By the way, the top two writers in business and industry are the direct mail writer and the scriptwriter.

A writer who is a jack-of-all types of writings is a writer who probably isn’t an expert in the type of writing you’re looking for. After all, even the profession of copywriting includes less than capable writers. Rely on that old adage, if you can write anything, you are good at nothing.

Look for a copywriter who concentrates on one objective and because of that, the writing skills are honed to perfection. Sales copywriting does include several formats, such as direct response advertising, direct mail, mail order, web site pages, email marketing, video scriptwriting – all formats intended to sell – and that’s the domain of the sales copywriter — also known as an advertising copywriter or business writer or just writer.

Advertising copywriters generally don’t accept writing assignments for manuals, directories, books, news releases or short stories. Advertising copywriters write to sell!

2) Review writing samples, but keep in mind that copy is sometimes subjective. What’s good for one may not suit another, but the project was still a huge success. Copywriting samples are not the end all for deciding who is a good writer. They serve to prove that the writer is a professional writer with several projects completed. The goal is to check that the writer has actually done work on the type of format you need. For example, a writer with a portfolio full of short stories is probably a good writer, but may not have the mindset or skills to write a direct mail letter.

3) Calling references is probably not going to bear much fruit either. I’ve made a few calls myself and have never heard one bad word. Actually, I can’t think of one writer who would name a reference unless they weren’t absolutely sure the referral would say glowing things about the writer and the work. But you can look over the company name. When a writer has a Fortune 100 company in their referral list, you’ve hit the jackpot unless writing fees are too high. And that brings me to the topic fees.

4) The thing about fees is that with copywriting like any other service, you get what you pay for. Low fees generally mean inexperience. Top writers are in demand and don’t need to work for $15 an hour. If you want quality copy writing, higher fees are the price. But, that said, consider that in the ‘high fee’ category, there is generally a range. Top copywriter fees may vary from $30 – $120 per hour. The quality of writing may be the same, but the difference might be an independent writer with no overhead, as opposed to a writer who works for an ad agency with hefty overhead. Weigh all factors when considering your investment in an advertising copywriter.

5) Finally, learn about the writer. I don’t mean pry into their personal life. Find out who they’ve done work for. Review a client list. Ask about previous employment if the writer is independent. Where did the writer get the experience.

When you find a copywriter that suits your needs, treat your writer like a valued part of your team. I’m adding this because I have experienced a few demanding clients who exceeded good will. Who hasn’t? Your copywriter is a top salesperson, and should be treated with respect. Provide detailed feedback. Promptly. Pay on time. What you get in return is the best outcome possible.