Why this copywriter loves writing whitepapers

Yes, I admit it. I’m weird. I’m a copywriter who loves writing whitepapers. Is it because I spend too much time alone and my mind is warped? Is it the wet Seattle weather? Or maybe my hours spent as an SEO copywriter has damaged my perspective?   Nah. It’s none of those things. I enjoy working on whitepapers because they are such great sales tools, and because they give me as a copywriter the chance to really delve into the customer’s mindset.   I just got off the phone with one of my favorite copywriting clients. We are about to [...]

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How to Start a Copywriting Business: Leave the Ego at the Door, PLEASE!

I’ve had an interesting email dialog this week with a freelance copywriter who started his own freelance copywriting business a couple of years ago, but would like me to send overflow work his way because he doesn’t have enough work. He’s only about the 20th freelance copywriter to ask that of me in the 10 years I’ve had We Know Words, so it wasn’t a new request. What was new was my response. I finally, after years of trying to figure out how to work with other freelance copywriters in a way that made sense but didn’t make me a freelance babysitter, [...]

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Cold Stone Creamery Uses Words for More Fun, More Brand…and This Copywriter Takes Note!

Yesterday I treated my daughter to ice cream at Cold Stone Creamery…and got my own treat as a freelance copywriter! They’ve taken just a few words and gotten creative and added that much more to their brand…without any real apparent effort or cost at all.   If you’ve been there, you know your portion choices aren’t small, medium and large. No, they’re “I like it,” “I love it,” and “I gotta have it.”   Not only is that clever. I bet it influences the consumer’s choice too! Imagine ordering the “like it” size, could you? Doesn’t that seem so sad [...]

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Even on Facebook, Content Is King, So Hire a Professional Copywriter to Set You up Right

Reading a SilverPop whitepaper on social media, I as the professional copywriter was drawn to section 4, called Create Content That Connects. It starts off: “The foundation of effective marketing remains the same: content is king. For example, a company with 50,000 social media followers disseminating highly relevant, engaging content that users feel motivated to share can be more effective than a competitor with content that is not deemed valuable and is rarely shared by its fan base of 100,000.” (Emphasis mine.) Again, I see my role switching from Copy Writer to Copy Coach. In the social media marketing age, yes, customers [...]

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This Online Copywriter Finds Fun Use of Twitter. How About Your Tweets?

Although I see my role as a professional copywriter shifting as the world shifts more towards social media, taking me from Copy Writer to Copy Coach, I predict, I’m paying attention to social media, and have been for a while. I get Facebook and LinkedIn and, of course, blogging, since I teach people to use blogs as marketing tools. But Twitter I continue to struggle to understand. For some businesses, it makes perfect sense. Or else, they’ve figured out how to make perfect use of it. Take the Liquor Barn for example. I love their tweets! http://twitter.com/liquorbarn Every day they have a Drink 4Cast 4 2Day that’s a drink suggestion [...]

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Freelance Copywriter Finds 18 Great Tips for PPC Ads

Although I’ve been a freelance copywriter for 10 years and I’ve worked on all kinds of copywriting projects–websites, email, direct mail, brochures, whitepapers, and more–I’ve resisted doing pay-per-click (PPC) ads all this time. Why? Probably fear. Unlike organic SEO that takes time to gain traction, PPC is immediate…so I’d know right away if my copywriting was working or not. But change comes into the lives of all good professional copywriters, including me, and I am embarking on my first PPC ad copywriting project. (Gulp.) In doing research for hints and help, I came across this great article of 18 tips for copywriting PPC ads. Whether [...]

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Follow Up to Yesterday’s Website Copywriting Whine: Praise!

Yes, this professional copywriter whined yesterday about writers pretending to be copywriters, and ripping off clients as a result. This morning I received the following praise from that client, now a happy copywriting client, and I’m happy to share it, because it tells me that although good writers are out there working as bad copywriters, people can tell the difference given the chance: “Hi Sharon. I love all the changes and additions you made. You turned this whole project around for me. I was at such a low point about it when you came into the picture, and now I am very pleased [...]

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Be Emotional to Get Your Copywriting Noticed, Read and Reacted to

Day 4 of my MarketingSherpa “Marketing Wisdom for 2010” freelance copywriter insights… Today’s topic ties in with my “marketing is like dating” philosophy. Ron Baginski of Advertising That Works (no website was listed) encourages marketers to “connect with emotions.” One of my “marketing is like dating” points is that: You must be emotional. Think about dating, meeting someone for the first time, going out on that first date…if they were all business like and professional and, well, cold, you would either think they didn’t like you (if you’re a woman) or you wouldn’t like them (if you’re a man). As a professional copywriter, it’s my job [...]

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Your copywriting should be like a big dog

Three days ago, a dog named Bear joined our family. Animals now outnumber people by 5 to 1 (not counting squirrels). Being a professional copywriter who wants to relate everything back to marketing and copywriting, I was thinking about Bear, and how he sleeps on my daughter’s bed and is so protective of us. And boy, does he look protective when he’s laying there sleeping next to her! They’re the same size! Thinking how to relate this to my job as a freelance copywriter, I kept coming back to the idea of peace of mind and security. Having Bear around means [...]

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Tweak your copywriting and bowl a strike…or two

Last night we went bowling, something we rarely do so I’m not very good at it. I’m definitely a better freelance copywriter than bowler! In the middle of the second game, my friend said “Hang on to the ball a little longer.” I did…and bowled two strikes in a row. That one little split second change improved this copywriter’s bowling game dramatically. Which got me thinking about tweaks, and how one little tweak can make a big difference in copywriting, whether it’s web writing or small business marketing or blogs as marketing tools. What can you have your freelance copywriter tweak to [...]

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