Let’s get one thing clear before we get started: the purpose of copywriting is to produce results. If you agree, then continue reading. But if you think copywriting is about being creative, clever or expressing yourself then stop right now. Because you will only get frustrated at what I’m about to share.

If you’re still here I’m assuming you want to discover how to harness the power of the written word in order to grow your business. And one way to learn how to do this is to first learn what not to do.

One sure way to sabotage your marketing message is believing “good writing” will lead to more sales. This is not true. In fact, good writing will do more harm than good. This is why many good writers fail to get results with copywriting. They don’t understand why their beautiful ads fail while other, “poorly written” ads succeed. They’re confused. But after reading this you won’t be.

After you read this you’ll know why good writing gets in the way of your marketing message.

The reason good writing fails to produce results is because the focus — the emphasis — is on the writing and not the reader or the product. Since the purpose of the copy is to get results nothing else matters. Style, grammar, punctuation, and creativity are all secondary. The desired action — the result — is primary.

When the reader picks up the phone and calls you, that’s a win. When your sales letter beats the control by 15% you know your copy is accomplishing the purpose for which it was designed. You cannot measure success in any other way. To do so would be to deceive yourself.

Good Copy Is Like a Window

A glass case serves it’s purpose by not drawing attention to itself. If it’s dirty or has stickers on it then you notice the glass. But when it’s clean you see what’s inside. And it’s the same with good copy.

But when your copy draws attention to itself (through good writing) it makes it hard for the reader to see the product. A well-written article may cause a reader to laugh, cry or think. But those responses are not your goal. Your only objective is to get the reader to take a specific action.

If you want to be recognized for your literary skills then write a novel. But don’t use novel writing when you should be writing copy.

So when you have someone read your copy pay close attention to their response. If they say, “Wow, that’s some great writing. I like how you said blah, blah, blah,” then you know you need to rewrite it.

But if they say, “Wow, this sounds like a great product. I feel like I want to buy it right now. What’s the phone number?” then you know you’re on the right track.

Write To The Subconscious Mind

It’s no secret people buy based on emotion and justify their decisions with logic. Apple has sold 84.1 million iPads as of March 31, 2012. Ask someone why they bought the iPad and they’ll say it’s because of the usefulness, the touch screen or the memory.

But according to Dr. A.K. Pradeep, author of The Buying Brain, the real reason people love their iPads is rooted in their subconscious. “When you move an icon on the iPad and it does what you thought it would do, you’re surprised and delighted it actually happened,” he says. “That surprise and delight turns into a dopamine squirt, and you don’t even know why you liked it.”

Good copy speaks to the subconscious mind. The reader may not even know why they like it but they do. But good writing has the opposite effect. It speaks to the intellectual, logical mind… which unfortunately doesn’t drive human behavior like the subconscious does.

This is why clear, concise and simple writing is better than clever writing.

Cleverness requires the reader to think which engages the conscious part of their mind. And to connect with the subconscious mind you need to use short words. Simple phrases. And brief sentences. Which brings us to our next point.

What’s The Reading Level of Your Writing?

The average reading comprehension of American adults is at a ninth-grade level. So if you’re writing at a college-level then most people will have to work to read your copy. And most people won’t work to read your copy.

If people struggle to comprehend what you’re saying they’ll simply delete the email. Leave the website. Or throw away the letter. You’re writing to one of the most busy and distracted readers of all time. And the overworked mind is looking for a reason to ignore something and move on. Don’t give it a reason by attempting to sound sophisticated in your writing.

Master copywriter Lee Euler practiced this principle as he assembled the Plague of the Black Debt, one of the most successful book-a-logs in direct-marketing history. Euler mailed more than 14 million pieces, generating over $7 million in revenue. And he covered a complex subject using just a 6.8-grade reading level.

Review Your Copy

So now that you can see the reasons why good writing is not good copywriting you’re ready to improve your copy. After you’re finished here go read through your email messages, landing pages, sales letters and your other marketing pieces with fresh eyes. As you read ask yourself:

• Is my writing fogging up the glass?
• Am I speaking to the unconscious mind or to the logical mind?
• What’s the reading level of my writing (to find out use this free tool)

Remember, the purpose of your copy is to get results. Do whatever it takes to accomplish this. And remember, as John Caples said, “It is what you say that counts, not how you say it.”

Hopkins was hired by Albert Lasker, owner of Lord & Thomas advertising at a salary of $185,000 a year. That’s a good salary, right? Well, that was in 1907. According to the Bureau of Labor Statistics that’s the equivalent of roughly $4.2 million in today’s money.

Why would an ad agency pay one man $4.2 million a year? After you read this book you’ll understand the reason why.

And if you don’t have time to read the book right now you’ll find some of my favorite quotes below.

On Higher Education

“To poverty I owe the fact that I never went to college. I spent those four years in the school of experience instead of a school of theory. I know nothing of value which an advertising man can be taught in college. I know of many things taught there which he will need to unlearn before he can steer any practical course. Then higher education appears to me a handicap to a man whose lifetime work consisted in appealing to common people.

Of course we had no advertising courses in my school days, no courses in salesmanship or journalism. I am sure it would be better if we did not have them now. I have read some of those courses. They were so misleading, so impractical, that they exasperated me. Once a man brought me from a great technical school their course in advertising, and asked me how to improve it, When I read it I said: “Burn it. You have no right to occupy a young man’s most impressive years, most precious years, with rot like that. If he spends four years to learn such theories, he will spend a dozen years to unlearn them. Then he will be so far behind in the race that he will never attempt to catch up.” (page 10)

On Writing to the Individual

“In a wide-reaching campaign we are too apt to regard people in the mass. We try to broadcast our seed in the hope that some part will take root. That is too wasteful to ever bring a profit. We must get down to individuals. We must treat people in advertising as we treat them in person. Center on their desires. Consider the person who stands before you with certain expressed desires. However big your business, get down to the units, for those units are all that make size.” (page 82)

On Salesmanship-in-Print

“The lesson in this is the lesson in all salesmanship. One must know what buyers are thinking about and what they are coming to want. One must know the trends to be a leader in a winning trend.

Advertising to many is mere ad.-writing. Language and style are considered important. They are not. If fine writing is effective in any way it is a detriment. It suggests an effort to sell. And every effort to sell creates corresponding resistance.

Salesmanship-in-print is exactly the same as salesmanship-in-person. Style is a handicap. Anything that takes attention from the subject reduces the impression. One may say: “That is a beautiful ad. The pictures are perfect, the presentation is wonderful.” But that very idea prohibits one from being influenced by the ad. It indicates lack of sincerity. It suggests an effort to sell. And we are all on our guard when somebody, apparently, is trying to get our money away.

The only way to sell is in some way to seem to offer super-service. It may be offered in a crude way. The majority of advertising successes have been accomplished in crude ways. They struck a human chord in a human way. They seemed to offer wanted service. That is why so much “fine advertising” fails to bring results. People are wary of it. And why so many successes are made in ways that seem crude. They are made by super-salesman who forget themselves.” (page 124-125)

On Delivering Quickly

“Quick volume is more profitable than slowly-developed volume. When one proves that a plan is right and safe the great object is quick development. Attain the maximum as soon as you can.” (page 141)

Why the “Buy my brand” Approach Fails

“Anybody who reads this, interested in real advertising, should get the points I introduce. You cannot go into a well-occupied field on the simple appeal, “buy my brand.” That is a selfish appeal, repugnant to all. One must offer exceptional service to induce people to change from favorite brands to yours. The usual advertiser does not offer that exceptional service. It cannot be expected. But giving exact figures on that service which others fail to supply may establish great advantage.” (page 145)

Personalities vs. Corporations

“First, I established a personality… I have always done that wherever possible. Personalities appeal, while soulless corporations do not. Make a man famous and you make his creation famous. All of us love to study men and their accomplishments.” (page 148)

On Free Samples

“It never pays to cast samples on the doorstep. They are like waifs. Give samples only to people who take some action to acquire them because of an interest created. Give the product an atmosphere. Otherwise it will never make a lasting impression.” (page 149)

Preventions vs. Cures

“But my long experience had taught me that preventive measures were not popular. People will do anything to cure a trouble, but little to prevent it. Countless advertising ideas have been wrecked by not understanding that phase of human nature. Prevention offers slight appeal to humanity in general.” (page 155)

The Danger of Relying On Experience

“…none of us can afford to rely on judgment or experience. We must feel our way. New problems require new experience. We must test our undertakings in the most exact way possible. Learn our mistakes and correct them. Watch every appealing lead.” (page 159)

Ads are not written to amuse

“That is the hardest fact for an ad.-writer to learn or an advertiser to comprehend. The natural instinct is to make the ad. attractive. One must remember, however, ads. are not written to amuse, but to sell. And to sell at the lowest cost possible.” (page 161)

Why so much money is wasted on advertising

“That is why so much money is wasted on advertising. People do not know their costs, and they will not be guided by those who do.” (page 162)

I Learn More from Dead People

Claude C. Hopkins lived from (1866-1932) and this book was finished in 1927. As I’ve said before, I’ve learned far more from dead copywriters than I have from modern day self-proclaimed “gurus.”

The best books about copywriting and marketing were written by men who understood human behavior and how to use words to connect with the desires of the masses. I hope you add this to your reading list! Leave a comment below after you read it with your insights. 

And when you think about it you can see why.

Imagine you have a list of 50,000 people who have asked you to email them on a regular basis. And let’s say you have a $47 digital product you’d like to sell.

• if only 20% of your list opens your email…
• and out of those, only 5% make a purchase…
• you’ve still sold $23,500 worth of your product as a result of that ONE email.

Without a list of your own you would be forced to market your product like everyone.

And this applies not only to businesses who sell products online but also to restaurants, dental offices or anyone else who has a product or service to sell.

So How Do You Do Email Marketing Without Becoming A Spammer?

That’s a common question I get when I deliver my Email Marketing 101 presentation to business owners. And my answer is shockingly simple…

“Don’t be a spammer.”

Not rocket science, right?

If you don’t want to be rude, annoying or intrusive then DON’T BE! Instead, provide valuable, relative content to your reader and ALWAYS use an opt-in form to get their permission before sending email.

I’m still surprised at the amount of business owners who ignorantly spam people with email. I say, “ignorant” because after I talk with them I realize they’re not intentionally emailing people without their permission… they just don’t get it. They think if they somehow get their hands on a customer’s email address that it’s OK to add that person to their list and start “blasting” them.

FAIL.

1. Use an Opt-In Form

Here’s an example of an email opt-in form. This is a screenshot taken from a hyperlocal media website I own:

Installing an opt-in form gives every single person who visits your site an opportunity to join your list. You don’t force them to, you give them the choice. Once the person enters their information they click “Join” and immediately they receive a confirmation email asking them if they really want to join. After they click the confirmation link then they are on the list.

Now, I want to point something out right here. It’s easy to miss but it’s one of the reasons email is much more effective than social media when it comes to having serious conversations about your business online.

It’s the “commitment” factor.

In order to like a Facebook Page what do you have to do?

Yes, all you have to do is click that little “Like” button. Something that takes less than one second to do.

Now compare that to the process someone must go through to join your email list. It’s a 4 step process:

Step 1: Type name and email address in opt-in form

Step 2: Click the Join button

Step 3: Open the confirmation email

Step 4: Click the Confirmation link in the email

If someone is willing to commit that much time and effort just to get emails from you that tells you something. It lets you know they are interested in what you have to offer!

2. Use the 80/20 Rule

The 80/20 Rule simply means you deliver valuable, relevant content 80% of the time while 20% of the time you promote your product or service.

This could mean 80% of an email is full of helpful information while 20% of that email is devoted to an offer.

Or (and I like this strategy better) 80% of all your emails could be helpful information while 20% could be sales related. The difference is the former mixes the valuable content with the sales pitch while the second option separates the helpful emails from the promotional emails.

You can do it however you choose. Just remember… 80% valuable content. 20% promotional.

3. Use Plain Text Email

Do you know what spammers like to do? They like to send you those annoying emails for Viagra that are full of images and bright colors to get your attention. And you can instantly tell it’s an ad when you open it.

Because we see so many ads a day our mind unconsciously ignores messages that look like ads.

And HTML emails (emails with a bunch of pretty graphics) look like ads. Even if they’re not.

Let me ask you this… when you get an email from a friend what does it look like?

Is it marked up with a bunch of fancy graphics or does he simply send you a text-only email? Of course he just types out his email and sends it.

And these are the type of emails we LIKE to get. And our mind automatically codes these plain text emails as “friendly” or “something of interest.” This is one of the main reasons  why simple, text-only emails work so well.

In Closing…

There is much to learn about email marketing but these 3 tips are a good foundation to build on.

Remember if you don’t want to look like a spammer then get people’s permission before emailing them, practice the 80/20 Rule and use plain text emails. These are simple but often overlooked ways to use email effectively to grow your business.

Small business owners come in all shapes and sizes but there’s a common experience every business owner can relate to…

Unfortunately that experience is known as “chaos.”

And freelancers can be an effective way to reduce the amount of chaos in your life and business. Finding the right freelancer is a dream come true for a business owner. But hiring the wrong person will only make matters worse.

So here are seven questions to ask a prospective freelancer BEFORE you hire them. These are questions you MUST answer if you want to find the right freelancer.

1. Can I see a sample of your work?

If the freelancer you’re considering is unable to immediately direct you to an online portfolio then move on. Yes, I’m sure they have a very good reason why their website is down. And chances are they will have an equally good “reason” as to why they can’t meet your deadline.

With tools like WordPress it doesn’t take a lot of work to showcase a portfolio online today. And if they can’t accomplish this simple task imagine what would happen when they run into a problem while working on your project.

So if there’s no portfolio then move on.

2. What do other people say about working with you?

I know this question is direct, but who cares? You need to cut to the chase or else you’ll waste unnecessary hours interviewing candidate after candidate only to find out later they’re not a good fit.

As the person in charge of the project it’s your responsibility to ask direct questions early on in order to eliminate the wrong freelancers. Remember, this isn’t a self-esteem boosting exercise. If you’re afraid of being direct (which doesn’t mean be a jerk) then you will waste both your time and the person you’re interviewing.

Back to the question, “What do other people say about working with you?”

The ideal freelancer will gladly point you to a list of testimonials from satisfied clients. If they’re unable to provide this you could ask, “Well, what did your last client have to say about working with you?”

If they reply with something like, “Oh my last client was horrible. You know he was just so demanding, so after we finished the project we sort of went our seperate ways.”

That’s code for “go your separate ways now.”

3. Can you meet the deadline of [DATE]?

If your project is time sensitive this should be one of the first questions to ask. Remember you’re trying to weed out every canidate who isn’t a good fit. If you know you need a website done by next month then be clear about that.

And if the prospect answers this with, “Maybe” ask them to please tell you, “Yes” or “No.” Maybe doesn’t cut it. And you don’t want to maybe count on this guy to screw up your project. It’s pretty simple… “‘Yes I can meet the deadline” or “No, I can’t.”

Also remember to be clear about time of day you expect it delivered and which time zone you’re in. If your freelancer is in Portland, OR and you live in London that’s an eight hour difference. So end of business day Thursday in London would be 5:00am in Portland.

A side note here: the good freelancers are typically booked out at least one month. So if you’re looking for quality work I’d giving yourself plenty of time to find a good freelancer. The freelancer who has nothing scheduled for the next week makes me wonder, “Why not?”

4.  Will you be sending me a formal bid letter?

A formal bid letter is a great way to avoid any confusion over what’s involved in the project. A phone call – which we’ll talk about next – can help accomplish this also but there’s too much risk for misunderstanding when it’s not in writing.

And as the one hiring it’s your job to communicate exactly what you need done. If you need someone to write all the copy for your site don’t just say, “How much would you charge to write the copy for my website?”

A better way to ask this would be, “I need copy written for the following pages: Home, About, Services, Our Team. I need headlines on each page and will also need meta-descriptions written for each page using our keywords of Muscle Cars for Sale.”

Be specific. And get it in writing.

5. Can we setup a 15 minute phone meeting?

Get your prospective freelancer on the phone. There’s so much you can learn from a phone call. And it starts before they say the first word… if they keep their word and call you at the appointed time that’s a good sign. People who are punctual are generally always on time. Same goes for those who not.

Not only can you find out if this person is punctual or not but you can also get a feel for who they are by talking to them on the phone. Do they sound professional? Is there loud music blaring in the background? Are they a good listener?

Remember, a mark of a good listener is the ability to paraphrase you. Not in an annoying recorder-like-fashion but in a here’s-what-I-hear-you-saying-main-points way.

6. What’s your process like?

If someone doesn’t have a working process they are either brand new or unorganized. Either way, move on.

The last thing you want is to hire a freelancer who is so unorganized that they can barely remember their own name let alone the project you’re working on.

The flip side is the person who has a process that’s too time consuming. If you are required to be involved with every little aspect of the project then you’re talking with someone who is afraid to make decisions. They lack confidence and it will show in their work. You need to work with a professional who is confident (not arrogant or proud, but confident).

Ask yourself this, “Would you trust a doctor who was always asking your feedback on a procedure? “So, do you concur?”

Now I realize copywriting or graphic design isn’t the same as practicing medicine but I think you get the point. The freelancer should be an expert in his or her field and therefore be bold enough to say, “This would work best.”

7. Do you have any questions for me?

If the answer is, “No” then one of two things happened.

1. You did a remarkeable job communicating every little detail of the project to your prospective freelancer.

or…

2. Your canidate is afraid to ask questions (which is not good).

Now understand this: asking lots of questions up front and asking lots of questions throughout the project are two different things.

Let’s go back to the doctor example. What does a doctor do when he first sees a patient?

That’s right, he asks questions… lots of questions. Direct questions. And when you answer he follows up with another question that draws more information out of you.

He doesn’t just listen to you, send you home with a prescription and then call you every day to ask more questions. That would be annoying and a sign of an incompetence.

Same is true for freelancers.

If your prospect doesn’t have the wherewithal to ask the necessary questions upfront then be prepared for a crappy final product or a series of phone calls that will take you away from the work you’re trying to get done (you know, the work you planned to focus on while your freelancer was doing the other work?).

So remember to ask these questions in order to avoid the freelance nightmare that befalls so many business owners.

By the way, I realize this is an incomplete list. If you would like to add another question or two in the comments section below be my guest.

Seriously, if you want to look it up in your local library’s website or purchase a copy on Amazon or eBay I’ll wait while you go do that. (You might want to start with the library because even the second editions still sell for around $300 used on Amazon.)

Let me tell you a little about this legendary copywriter.

Eugene Schwartz was one of the highest-paid copywriters of the 1950s and 60s. In fact Rodale Press once paid him a commission of $54,000 for four hours work. And the book I just mentioned, Breakthrough Advertising, has a reputation of being the most stolen book from public libraries (I have to admit I was tempted. But I returned it lest I receive “The Curse of the Schwartz” and never write a winning ad as long as I live).

He also lectured and taught extensively, built one of the most famous collections of modern American art in the world, and was a respected Biblical scholar.

The Schwartz is Strong with this One

So what were some of the tactics, strategies and secrets Schwartz used in his copywriting? That’s the million dollar question isn’t it?

Today I want to focus on just one important truth Schwartz taught. It’s something I think about every time I get ready to write copy now. And I believe it’s one of the reasons why my copy has been so successful, which has led to most of my business being repeat business these days.

But before I share this million dollar idea with you I want to say something.

You see, I know you’re busy. Like most of us you’ve been programmed with a microwave mindset. You spend two minutes on something then your ADD mind jumps to the next thing. But do yourself a favor.

Let what I’m about to share sink in.

Meditate on it. Write it down and talk about it with someone this week. Basically, make room for it in your busy life; otherwise it will not benefit you.

This idea has the power to revolutionize the way you approach copywriting, marketing and business in general. And if you really master this concept you’ll see how it can affect just about every other area of your life too.

OK…so what is it?

It has to do with the most powerful force on the planet – human desire. Think about it for a moment.

Desire is really what marketing and copywriting is all about. You already know that but do you know what to do with that knowledge?

You see, the average copywriter makes the mistake of thinking that desire can be created through effective marketing. But nothing could be further from the truth!

Before you label me a heretic allow me to explain.

I like real life examples. And since copywriting deals with the realm of the practical and not the theoretical let’s consider a real desire experienced by millions.

The desire for significance

Millions of people make buying decisions every day based on their desire for significance. Now as a copywriter you must understand that you play no part in creating that desire in your readers.

Now, there are those who already feel significant. You have little to entice them with.

But the masses crave significance. And as a copywriter it is your job to understand this mass desire and learn how to channel it toward your product.

You can identify the desire, discover how people attempt to meet that desire, what past marketing campaigns have succeeded (and failed), and then create copy that connects the benefits of your product with the thoughts of your reader.

You can do all the above but one thing you cannot do is create the desire itself.

I don’t care what others say. It’s impossible. And your efforts will be in vain if you try. Besides, even if you could somehow create desire, why would you go through all that extra effort instead of simply channeling the desire that’s already present in millions of people?

I can already hear some of you thinking…this is a little too deep for me. Too much psychology Josh. I thought you were going to give me a “practical” tip, not theory.

I am.

Legendary copywriters understood human behavior

Understanding human behavior is very practical. When you sit down to write your copy one of your primary responsibilities is to join the conversation that’s already going on in your prospect’s mind. When you try to interrupt their thinking by starting a new conversation you’ll be ignored.

And when your livelihood depends on your ability to sell with words I would say that possessing an intimate knowledge of human behavior, especially desire, is of the upmost importance.

I know most people reading this will think, Oh that’s interesting, and move on to the next shiny thing. Does that upset me? Absolutely not.

Why?

Because I know not everyone seeks excellence. Not everyone wants to be in the top 5% of copywriters out there. If everyone was amazing then there wouldn’t be a great reward to be remarkable. If every basketball player had the skills of Jordan then every player would make an average income.

Same holds true for copywriters.

But if you’re on a journey to become one of the best then these types of lessons are priceless. And when you realize that those who have gone before you have wisdom far beyond your years then you’ll do whatever it takes to learn from them.

That’s because the most powerful force, human desire, is at work in you too. Don’t underestimate the role of desire in your career. It has more to do with your success than the economy, your experience or even what you know.

So get a copy of Breakthrough Advertising and leave a comment below to let us know what nuggets of wisdom you extract from it.

As a freelance copywriter you understand how valuable quality clients are. If you’ve been in this business for any amount of time you know the most challanging part is not the writing but getting and holding on to quality clients.

And before I go any further I feel like I need to be honest and tell you what my current copywriting workload is right now.

(If you’re anything like me you want to know if the person giving you advice is actually “practicing what they preach.”)

Since this post is about you and not me I’ll keep his part brief.

I’m writing this post on Thursday March 1, 2012. I have a lot of work to get done which motivated me to wake up and be in my home office at 9:00am (OK…maybe it was more like 9:20 but whose keeping track?! Really?).

I just turned in 2 emails for a big national email marketing campaign this week and I’m starting my 3rd. I’m also starting research for another client’s email marketing campaign. He’s based out of London and I did some work for him last year which he was pleased with.

I’m also putting the final touches on website copy I’m doing for an industrial construction company. This project should be completed no later than Saturday.

Then I have some blog posts I need to write. One due tomorrow for a company who teaches business owners how to assess and improve their business models. He’s been a loyal client this past year and purchases a couple blog posts every couple months.

And finally I have 2 more articles to write for a commercial insurance company based out of Florida.

I’m not trying to brag…I just want you to know I have more work than I know what to do with. And for me this is my new norm. But when I talk to other freelancers I realize this is not their norm.

Hence this post.

I want this to be your new norm. And so I’m going to share 5 tips I believe will help you become your client’s “go-to” copywriter from now on.

1. Provide excellent customer service.

Of course you already do this…I mean who isn’t a rock star at customer service? We all think we do this well, just like we all think we can sing well in the shower.

But if you want to grow your freelance copywriting business then you need to do your best to take an objective look at this. No matter what people say “price” is usually not the deciding factor when choosing a copywriter. The issue is “value” not price.

And one way to increase the value of your service is by providing Ritz-style customer service. Yes, you want your copy to produce the results your client is looking for but you also want to provide a great experience for them. You want them to be so happy that they refer their friends to you.

How do you improve customer service? Well, that’s a blog post in itself…but you can start by smiling more and becoming genuinely interested in your clients. Those two tips will take you a long way!

2. Never miss a deadline.

I would think this tip goes without saying but I’ve learned something in this industry: nothing goes without saying. If you’re reading this you’re probably not the type who would even consider missing a deadline, it’s just unacceptable in your mind and that’s the way it should be.

If you think it’s OK to miss deadlines you should start looking for another career. Copywriters must make deadlines just like quarterbacks must throw touchdown passes. This is not negotiable. It’s your job.

One tip I’ll share that even smart copywriters sometimes forget…let your client know what time you’ll have the copy to them, not just what day. And be sure to find out what time zone they’re in. Most of my clients are on the east coast so a deadline of EOB (end of business day) Monday means 2:00pm Monday for me.

3. Find creative ways to add value to your clients.

Put yourself in your client’s shoes. If you owned their business how could you make it more profitable? As someone who understands marketing you should be full of creative marketing ideas that will benefit your client.

Of course the primary value you’re being paid for is your ability to write remarkable copy that makes your client more profitable. But think outside the box. What, or who, do you know that would really add value to their lives?

Sometimes I find interesting videos or articles related my client’s industry and send it to them. How long does it take to copy and past a URL and email it to your client?

4. Do excellent work.

Always put your best foot forward. It doesn’t matter if you underbid the project or the client is irritating you in some way. What matters is your name, your reputation is on the line. As a copywriter you are the brand. You’re not an ad agency you’re Mr. Joe the Copywriter. And if Mr. Joe has a reputation as a hack then Mr. Joe will later be known as Mr. Joe the Unemployed Guy.

While we’re on the topic I want to share an important truth: there’s a difference between perfectionism and excellence. I’ll admit, it’s a fine line and I don’t always discern it well…but being excellent doesn’t mean you’re constantly stressed out because you’re never happy with your final piece. Anxiety produces perfectionism whereas humility leads to excellence…I know that’s “deep” but think about it.

If you want to be an excellent copywriter there are two things you must do.

First, you must write copy and write a lot of it.

Second, you must read everything there is to know about the art and science of copywriting. There are no shortcuts.

No Internet course will magically transform you into an overnight copywriting legend…sorry. Like everything else in life, it takes hard work.

5. Give gifts to your best clients.

I’ll end with this one. It’s my favorite because it’s so easy to do and it makes my clients so happy (which also puts a smile on my face!).

Give gifts.

Plain and simple. It could be as small as a $10 Starbucks gift card. When I mail these cards I get the most friendly emails from my clients thanking me for the card and letting me know how much they appreciate working with me.

I think sending gift cards is one the most cost-effective ways to retain your clients. And all “client retention talk” aside, it just feels good to put a smile on someone else’s face. Think about it; wouldn’t you be happy if you checked the mail today and found a handwritten Thank You Card with a gift card inside? Who wouldn’t like that?

Well, that’s all I got today. I hope as you practice these things your “norm” will begin to change. And if you have any other tips on how to make your copywriting clients happy feel free to leave them in the comments below.

Recently I was asked by fellow freelance writer and friend, “How much should I charge for copywriting on a website?” I answered her question and later thought, This would be perfect for a blog post!

So here’s 5 things to remember the next time you wonder how much you should charge for a copywriting project:

1. Bid on a Project Basis, Not Hourly

I know most people already know this but some people still want to bid on an hourly basis. I highly recommend bidding on a “project basis” for two reasons:

First, this helps the client know what the exact budget is for the project. They don’t have to worry the “timer” is ticking every time they call you. It can be stressful if the client knows you charge $75-$125/hour and you just had a 20 minute call with them.

You want your clients to feel comfortable calling you (others may disagree but I’ll tell you right now I’m a HUGE advocate of excellent customer service. I believe stellar service trumps time management any day of the week).

Secondly, if you bid on project basis you are more motivated to get the job done faster because you know you’ll make more. This helps reduce the amount of time you spend  waste procrastinating (i.e. checking your Facebook, warming up your coffee for the 6^th time, etc.)

Back to my friend.

I encouraged her to bid the website project on a project basis and explained exactly how I do it: I estimate (to the best of my ability) how long the project will take. Then I multiply that by my hourly rate. I don’t even mention my hourly rate (it’s unnecessary).

2. How Many Pages Will You Be Writing?

Some sites only have a few basic pages that require copy. Other sites could have hundreds of pages. So you must find out how much copy you’re expected to write. Review their current site and ask something like, “Do you want to have the same amount of copy as your current site? More? Less?”

Personally, I’d prefer to bid too high and get denied than bid too low and end up making $10/hour because I underestimated how much time it would take.

3. Ask LOTS of Questions

Don’t expect the client to automatically tell you what you need to know. Go into the meeting with a “consultative” mindset. What I mean is to take the role of a consultant and ask lots of questions to uncover their needs.

I have a series of questions I ask during this process but I’m not shy to ask a lot more than what’s on my standard list. I’d also suggest recording your conversation (especially if it’s a big client) with a digital recorder.

4. Get Everything in Writing

After you feel like you understand exactly what the client needs let them know you’ll follow up with a formal bid letter within 24 hours. This takes the pressure off of quoting on the spot. If they insist on a price give them a broad range (i.e. $500-$1,500).

I suggest having a bid letter template you can modify for each client. In the bid letter you want to include the following:

• Client’s name and address.
• Thank them for the opportunity to bid on the project.
• Exactly what’s included in the price (BE SPECIFIC!).
• What will it take to get started (i.e. down payment and signed bid letter)?
• What would happen if the client decided to terminate the project midway through?
• How they can return the letter to you (i.e. fax, email, mail).
• Place for them to sign.
• A little disclaimer at the end that states this is not a legally approved document.

5. How Low Will You Go?

Sooner or later you’ll have someone try to negotiate price with you. That’s fine. Don’t be intimidated by this. If you already know how low you’re willing to go then you’ll have much more confidence negotiating.

When you get caught off guard by negotiations you could potentially agree to do a job at a price you’ll later regret.

I hope this helps you as you bid on your next freelance copywriting project.

If you have any other tips please leave a comment below.

It’s not a secret. I haven’t posted anything on here since Oct 10, 2011. That’s 82 days ago! So as a full-time copywriter why have I neglected my own blog? I’m glad you asked. Sit back and I’ll tell you what’s been going through my head and why I decided to revive this blog for 2012.

I started blogging in 2007 as a hobby. But in 2010 I got serious and decided to blog once a week on two different blogs. I did just that for several months. Then in May 2011 I left my job as an insurance agent and started a freelance copywriting business.

I quickly realized the going rate for blog posts was a lot lower than other types of writing (i.e. email newsletters, website copy, brochure copy, landing pages, etc.). So I focused more on other types of copywriting and let blogging go by the wayside…especially my own. I couldn’t justify spending time writing my own blog when I could just as easily write for a client and get paid.

You might say, “Well, doesn’t your blog help you get clients?”

Not exactly.

Honestly, I can’t recall one instance where a client hired me after reading my blog. Granted, I don’t receive a lot of traffic to this site but even if I did I’m not sure my target market would be spending time reading “copywriting blogs.”

In my experience the business owners who pay good money for copywriting don’t have the time to read blogs about copywriting and hire a copywriter. You know who I think is more interested in reading a blog written by a freelance copywriter?

Yep…you guessed it – other freelance copywriters.

This led to my decision not to abandon this blog but instead to change directions. Is that OK? I find myself answering questions on an almost weekly basis (mostly via email and Google chat) that relate to the business side of freelance copywriting…and those questions aren’t coming from my clients (their questions are usually “How much?” and “When can have it done?”).

So I’m curious…who are you? Why are you reading this blog? Let me know by leaving a short comment below.

Disclaimer

Before we get started I want to be upfront and tell you who this post IS and who it is NOT intended for.

It’s not for anyone who just wants to improve their copywriting skills. I write a lot of those posts but this is not one of them. Today I want to talk to professional copywriters with a high achievement drive. If that’s you read on. If not, you should stop reading now otherwise you’ll probably just get irritated at me.

Are you just another copywriter?

So you’re a copywriter? So what. There are thousands of freelance writers, copywriters, bloggers, content writers, SEO writers, and web writers out there (I don’t know why there are so many writing titles today — I guess copywriter isn’t cutting edge enough). What makes you any different than the next copywriter?

Are you among the top 5% of copywriters or do you still compete on price? If you do, let me ask you, how is that whole race-to-the-bottom thing working out for you?

I decided early on I wasn’t going to compete on price. And no, just because we’re in a “recession” doesn’t mean you have to lower your prices. There’s plenty of businesses out there who recognize the value of a quality copywriter. But I don’t want to talk about how much to charge today.

Do you have what it takes to be great?

What I want to do is get you to stop and ask yourself if you’re willing to do what it takes to be in the top 5% of copywriters. If you’re not the competitive type, don’t like hard work and feel like excellence is optional I’ll tell you right now — you don’t have what it takes.

Sorry to burst your bubble. And you might think, who the heck are you anyway to tell me that? Nobody. Just a copywriter who’s very competitive, not afraid of hard work and who values excellence. No my name’s not Eugene Schwartz or David Ogilvy. My name’s Joshua Monen — just another copywriter who refuses to settle in that 95% group.

I don’t need permission from anyone to excel. Neither do you. And if you think about it, who can really stop you if you decide to race to the top? Sure, you’ll face obstacles and experience failure along the way. Who cares though? Why let that stop you? Press on until you breakthrough!

Calling copywriters to action

But I don’t want you to just nod your head and say, sure, that sounds good. No, this sort of thing requires action on your part. So like any good copywriter, I’m going to challenge you to take action.

Here’s what I want you to do. If you’re serious about what I’m talking about then don’t read another blog post after this one. Don’t check Twitter or your email either. I want you to do something that doesn’t even require using your computer.

Go for a walk

That’s right, after you finish reading this get your shoes, lace them up, open your front door and put one foot in front of the other. Keep walking until your thoughts begin to clear. Don’t think about everything you need to do today. Think about greatness.

Think about being  one of the great copywriters of your day. In order for you to be great what do you need to do? Would you have to say no to other distractions in your life so you can say yes to excellence? Does this mean you should part ways with content mills, most likely. Do you need to read more copywriting books? Practice copywriting more? Yes and yes!

If you’re a copywriter you need to take your craft seriously.

Greatness requires synergy of heart and mind

So during your walk consider what it is you really want to do in life. And ask yourself, do I enjoy what I do? Because if you don’t enjoy copywriting you’re going to have a rough time making it to the top (and I doubt you will). Greatness is about the heart and mind merging together. You must believe in what you’re doing.

When you get back from your walk sit down and write  a copywriting declaration such as, “I will be one of the top 5% of copywriters.” Stick that to your monitor and do whatever it takes to turn that dream into a reality!

When you write for a living you don’t have the luxury of waiting until you’re “inspired” to write. You write and meet client deadlines or you starve. There’s no third option. If you fail to deliver on time then you convey an unspoken message that says, “I don’t always keep my word,” and clients don’t appreciate that.

So the question arises, “what do you do when you have writer’s block?”

I can only speak for myself and tell you what works best for me. Ask another a copywriter and he’ll probably tell you something different. The key is to find what works for YOU.

Personally, I don’t allow writer’s block to keep me from writing. I believe in conditioning my writing muscles so I can write anytime, anywhere. I want to share with you exactly how I do this.

The Schwartz Copywriting Method

Let me tell you, I didn’t invent this idea. I learned it from a copywriting legend by the name of Eugene “Gene” Schwartz. The Schwartz method works like this.

Schwartz would set a kitchen timer for 33:33 mins (33 mins and 33 seconds) and during this time he could only do one of three things:

1. Drink his coffee

2. Stare at the wall

3. Write

When the timer buzzed he would stop (drinking, staring or writing) and take a short break. He would repeat this process until he got 3 1/2 hours of writing in every morning.

So I decided to try his method out and here is what I found.

It works!

At least for me it does. I do my best writing in the morning so from about 9:00-12:30 I write using the Schwartz method. I use a countdown timer I found online, not a kitchen timer though. And I allow myself to stare at the wall OR the window (I have a nice view of the trees). But I don’t allow myself to get up from my desk during this time (even if my coffee gets cold!).

I’ve found when I write like this I get far more done then any other method I’ve tried. I also feel like it gets  me into my writing rhythm.

Could it work for you?

You never know unless you try. But if you do try it — do it right. When you set the timer resist the urge to check your email and Twitter. And don’t go warm up your coffee. You’re trying to form a habit remember? If your income is tied to your ability to write quality content then you need to take some extreme measures to develop your own copywriting rhythm.

If you think you’re going to wait for the muse to write you might as well start looking for a new job. The professional copywriter cannot afford to wait around idly for “inspiration” to strike. You must learn to strike first and then perhaps “inspiration” will pay you a visit.

So that’s how I developed my writing rhythm but how about you? Do you have a system or method that helps you be more productive when you write?