The Freelance Copywriter: What Can He Do For You, Why Should You Care?
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The Freelance Copywriter: What Can He Do For You, Why Should You Care?

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This e-book discusses five basic but vital questions you need to consider if you're considering hiring a professional writer to create content for you.

This e-book discusses five basic but vital questions you need to consider if you're considering hiring a professional writer to create content for you.

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    The Freelance Copywriter: What Can He Do For You, Why Should You Care? The Freelance Copywriter: What Can He Do For You, Why Should You Care? Presentation Transcript

    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? The Freelance Copywriter What Can He Do For You? Why Should You Care? By Justin P. LambertBrought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?IntroductionIm really excited to be able to share this information with you, because I feel like myprofession gets a bum rap sometimes.What I mean is, some people have a stereotypical view of the freelance writer: • Hes some kind of romantic drunk whiling away at the Great American Novel while someone else foots the bill • Or hes a shark: looking to get rich quick and get out with as little work and effort as possible.But the fact is, neither of these views comeeven close to the truth for most of us!Most freelance copywriters, myself included,are just regular people who had anoverwhelming desire to take control of theircareers and start trying to make moneydoing something they love: writing.So the questions I hope to answer in this special report are simple:Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? 1. What can a freelance copywriter do for you? And... 2. Why should you care?Im hoping that by answering these questions, not only will I clear up some commonmisconceptions about this great group of professionals, but even more importantly, Illhelp you, the reader, see what valuable role they play in the success of your personaland business pursuits in 2010 and beyond!So, to get started, Id like to lay a foundation by considering the deceptively simplequestion, What is copywriting?Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Five Things You Should Know About CopywritingTo fully understand copywriting, its important to understandwhat it is:Copywriting is salesmanship in print.In other words, copywriting should accomplish the samepurpose as a human salesperson whose income is dependenton making the sale.This dictates the information that needs to be presented, theform that information will take, and the length of the messagethat is necessary to accomplish the purpose.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?It is also important to understand what it is not: Copywriting is not advertising. That is, the two terms are not interchangeable. Good copywriting is usually an integral part of good advertising, and bad copywriting is often to blame for bad advertising. But, far too much advertising as we know it is almost copywriting-free. Brand awareness and a punchy image clouds or eliminates the sales message in most visual advertising, to its detriment.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?In addition, three points about copywriting have proven themselves true over the lastmore-than-a-century since modern copywriting began:Long copy outsells shortcopy.More often than not, as long as the mediaallows it (i.e. direct mail, advertorial,infomercial) the more space the copywriterhas to lay out his argument, provideadequate evidence to support it, and fullyexplain the offer and the warranty, thebetter the chance it will result in a sale.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? Benefits outsell features. The famous adage is "Dont sell the steak, sell the sizzle." In other words, people dont want to know that a new computer has 1.4 Gigantobytes of storage, they want to know they can organize all their music, photos, videos and documents with room to spare. They dont want to know that sports car theyre looking at gets 32 mpg and comes with leather seats, they want to know that it will make them sexier and richer than they are now.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Copywriting does not have to be grammatically perfect.Getting the sale has far less to do withStrunk and Whites Elements of Style, andfar more to do with your audience relatingto what you have to say.Without exception, a down-to-earth,conversational delivery, with commoncontractions (hes, youre), slang, jargonand humor will accomplish this far morethan an ad that reads like a college Englishessay.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?There are, of course, a thousand things you should know about copywriting, especially ifyou plan to earn any money marketing a product or service in 2010 and beyond.But before I barrage you with a list like that, maybe youve been wondering aboutsomething even more important...Like, What is copywriting worth?Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?What is Copywriting Worth?Interesting question, because theres no cut-and dry answer. The closest thing I cancome up with for a blanket statement answer to the question is this: Copywriting is worth the value of success.In other words, whatever success means to you and your business, whether it beincreased recognition, improved brand awareness,more leads, higher conversion rate, more payingcustomers, better customer retention and loyalty,whatever... high quality copy can make that success areality.Now, of course, this is based on the assumption thatthe other necessary factors for success are already inplace: your product or service is top-notch, yourecompetitive in your marketplace, your customer serviceis stellar, and youre willing to invest in distributing theinformation a copywriter creates in an effective manner.As you can see, there are a lot of "ifs" in this equation.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?But thats just how business is. Especially in a crazy and difficult economy like wereexperiencing right now, any or all of these factors can be under the money crunch, andsome factors might be slipping. Unfortunately, this kind of economy has one of twonegative impacts on the perceived value of high quality copy and the writers whoprovide it: 1.First, many businesses look at their dwindling budgets and decide now is the time to huddle up and cut the marketing budget to save precious cash. When this happens, unfortunately, copywriters are often among the first "cuts" made. This is because of the misconception that "anyone can write" whatever needs to be written, so the business owner, or some employee with a modicum of writing skill is tapped to take over and do the best they can for free. 2.Or, in other cases, a copywriter is still hired, but some of the other factors are hurt or even eliminated to save money, resulting eventually in poor results from the marketing efforts, which (for right or for wrong) gets blamed on the copy and the copywriter. In both these instances, the business is missing a very important point about copywriting: a high-Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?quality professional copywriter can mean the difference between a marketing messagethat falls flat and a marketing message that reels in non-stop profit. But, in the end, heor she is only one small (albeit important) piece of the whole puzzle.Does the business profit by giving up on a copywriter in favor of handling the writingwork themselves? Probably not. They may save themselves the cost of the copywritersfee, but how much is it costing in the long-run to have copy that is less effective than itcould be? Or how much are they spending in time by having another employee handlethe writing when they should be doing other things,and will probably take longer to write the copy than a “...a high-quality professionalprofessional copywriter would? copywriter can mean theThese questions are tough for them to answer, difference between abecause its usually difficult if not impossible to marketing message that fallsmeasure the results. A campaign could fail with thecopywriter on board, so when it fails after the flat and a marketingcopywriter leaves, do they blame it on their decision? message that reels in non-Probably not. stop profit.”But this brings us back to the question at hand: Whatis copywriting worth?Its tough to put a dollar figure on it. But mark my words: Good quality copywriting,and a professional copywriter who "gets it" quickly and efficiently, and can turn aroundBrought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?stellar copy within budget and by the deadline, is worth far more in revenue and peace-of-mind than any copywriter would ever charge you.I guarantee that if you experience the incredible effect high-quality copy can have onyour business, youll understand what I mean.So, maybe the next logical question is why? Why Hire a Freelance Copywriter?Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Five Reasons to Hire a Freelance CopywriterMany companies and individuals arent quite sure why someone like me is looking tohelp them out by writing copy. "I can write it myself," they think. "I know my businessbetter than an outsider could," they think. "My in-house team does just fine," theythink.Maybe theyre right.The truth is, mediocre copy will get some results. If youve never had a chance to testbetter copy head-to-head with what youre using right now, youll have no way ofknowing how much better the results could be.But even taking old-fashioned A/B copy testing out of the picture for a moment, thereare other reasons for hiring a freelance copywriter that you can see quickly anddefinitively.See what you think of these five reasons, and see what other practical ideas come tomind:Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Writing Your Copy Yourself Hamstrings Your Marketing Efforts!Thats not to say that you, as a business owner, an entrepreneur, a communicationsmanager, are doing a poor job writing brochure copy or website content.Your writing may be top-notch, and it may bedoing very well... so far. But consider this:What else could you be doing to improve yourbusiness and make it grow if you didnt have tospend your time writing copy?And how much better could your marketingmessages be if an expert were focusing on themexclusively?How much faster could it get done?How many more communications could you sendout? How much more effective could it be?By hiring a freelance copywriter, you will find out.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? You May Know Your Business Better Than Anyone, But Can You Effectively Communicate That? A freelance copywriters job is to come in and learn the ins and outs of your business for just that purpose. Youll be amazed how quickly a talented writer will "get it" and be able turn that understanding into clear and concise messages that speak to the heart of your target audience. And YOU are the source of that fantastic result, because it will be YOUR passion and knowledge and experience coming through every word that copywriter writes. Youre losing nothing, and gaining everything.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Your In-house Team of Writers are a Dilbert Cartoon Waiting to Happen.Believe me, I mean no disrespect in saying that, but its simply the fact of the matter inmany cases.Full-time corporate marketing teams are often involvedin promoting the same products and services formonths or even years at a time. After a while, is it anywonder the messages start to feel a little stale?A freelance copywriter can come in with a fresh viewand a bright outlook that might not only improve thecurrent project, but could also turn your in-houseteam around for projects in the future!Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? A Freelance Copywriter NEEDS Every Job to be Perfect! Consider the economic predicament this writer finds himself in: hes spent time, effort and money to locate a client (you); then hes spent MORE time and effort learning your business, poring over the marketing messages youre currently using, researching your target audience and the climate of the industry; finally, hes submitted a product for your review. If you dont absolutely love the results, all that investment has been made for the sake of one fee.If you dont absolutely love this writers work, youre not going to call him for your nextjob, youre not going to recommend him to your friends and colleagues, and youre notgoing to provide him a glowing testimonial to include in his own future marketingefforts.Which is why this writer absolutely HAS TO do a spectacular job for you EVERY SINGLETIME. Try and find a staff writer who feels THAT level of urgency and enthusiasmevery time he works.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Youre Only Paying For the Finished Product • Not the medical insurance • Not the sick time • Not the overtime • Not the water cooler time • Not the goof-off time • Not the personal calls time • Not the "I need you to tell me what my priority is right now" time...You get the picture.Results.Pure and simple.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?No matter how you look at it, hiring a talented freelance copywriter means high qualitywork at a price that pales in comparison to the value you realize. And THAT is the bestreason of all.So if youre starting to see where the value comes in, and youre considering how hiringa freelance copywriter may work out well for your business, the next thing you need toconsider is... How do you Choose a Freelance Copywriter?Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?How To Choose a CopywriterThere are literally thousands of freelance copywritersout there, each with their own personality, specialtyand skill level. If you do a Google search, youll findway too much information. And, unfortunately,unless youre looking for a copywriter to handle yourSEO web content (which is a very valid specialty,)the first one on the list in Google is not necessarilythe best one for you.Here are a few factors to consider when narrowingdown the selection:Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? Geography In all honesty, this is almost a null issue in 2010. With the ease and speed of communications, especially all the various forms of online connections possible in most places, you should be able to work just as well with a copywriter from across the globe as you can with someone just down the street. But, there is a comfort level involved here as well. If youre truly more comfortable dealing with professionals you can shake hands with across the table, youll want to narrow your search geographically. If a copywriters marketing material and website doesnt include a physical address or some clue as to where he operates, chances are he prefers to work exclusively via phone, fax and e-mail.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?SpecialtyObviously, if youre looking to have your Annual Reportwritten and you locate a copywriter who bills herself as “The Annual Report Queen”, youll tend to give her asecond glance.Although most freelance copywriters are generalists atheart (that is to say, theyll take on nearly any projecttheyre confident they can do well,) its only practical tohave one or two specialties: whether it be a particularsubject, format or media.They will often be able to highlight specific success inthese areas, and their experience should coincide withtheir claims.Now, thats not to say a copywriter who is not a specialist in the type of project yourelooking for will do a bad job. As a matter of fact, you may find a writer coming into anarea thats new to them brings in a fresh perspective the specialist may not possess.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? Personality Dont ever underestimate the importance of getting along with this person youre considering partnering with on one or more projects. No matter how great a writer he or she is, if theyre a jerk, its not going to be a pleasant transaction. You can get a good feel for a copywriters personality by reading through their marketing materials and website,because (for obvious reasons) copywriters generally write their own.And, most freelancers realize that they really are their own brand. In other words, theonly thing a freelance copywriter has to sell, really, is herself and her skill.So, hopefully, shes going to try to make both as appealing as possible.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?ExperienceThis ones tough, because the tendency is to look at a hugeportfolio as the be-all-end-all of a copywriters ability. But thefact is, there are a lot of very talented, enthusiastic up-and-coming writers out there who would do an incredible job onyour project, and likely at a lower fee than some of the heavyhitters.On the other hand, there really is no substitute for experience.One option to consider while youre searching: consider acopywriters website and marketing materials as samples oftheir work. View them in that light, and youll hopefully see amuch thicker portfolio, even from a relatively green writer.Even though they didnt write those pieces to a clients specs, they were written for thesame reason your project needs to be written: to convince a target audience to partwith their hard-earned cash in exchange for a product or service they want or need, andto pick the writer over the competition.If you look at it that way, and realize that its working on YOU, maybe youve found yourwriter.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?So weve discussed what copywriting is and what it isnt.Weve considered what copywriting is worth to you and your business.Weve also considered why you might consider hiring a copywriter and how to go aboutdoing so effectively.But, one more question comes up: If youre convinced that your business could use theskills of a professional copywriter, should you just hire a staff copywriter to work for youfull time? Why Hire a Freelancer?Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Long Live the IndependentCopywriterTo wrap things up, Id like to get up on mysoapbox a bit and explain why, in myestimation, youre better off hiring a freelanceras opposed to a staff copywriter.You see, many businesses have enoughcommunications going around, both internallyand externally, to consider the idea of hiring afull-time staff copywriter. If your business doesnot have that much work for a writer, then theanswer is obvious: you need to hire anindependent writer to take on the projects asthey come up.But if you have enough work for a staff writerto stay busy, is there any reason to still consider a freelancer?Yes. As a matter of fact, there are at least four reasons I can think of:Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? Outsiders Perspective The very nature of a successful freelancers business means that she is going to be exposed to many different businesses, many different products and services, and over time she will have absorbed and learned from this melting pot of ideas. You and your staff, on the other hand, are much more likely to be dealing almost exclusively with your own products and services, and probably with the "way things have been done" for years. Just imagine the breath of fresh air an outsider with that kind of breadth of knowledge and experience can bring to your marketing: fresh ideas, fresh insights, possibly the impetus to take your marketing in a whole new, highly successful, direction!Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Independent AttitudeA successful freelancer got that way because he focusedon marketing and promoting himself and his skills,including making sure each and every customer wascompletely satisfied with his work.He HAS TO do that, because referrals and word-of-mouth advertising are the most important factors for hissuccess.He cant rely on someone else in the department pickingup the slack if he feels like skating for a day or two. Hecant expect the Big Machine to keep on running if hepulls his cog out for a day.As a freelancer, he knows his constant push to be thebest of the best is whats going to keep food on histable, so he goes into every job (including YOURS) withthe attitude that it HAS TO BE THE BEST.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? Interdependent AttitudeNo, this isnt in conflict with point #2. While a freelancer has to be fiercely independent to push themselves to succeed, at the same time, the best of them know their strong interdependence with each client will only enhance that effort. In other words, a freelance copywriter is not going to come in, get their contract signed and disappear, firing off a finished project and an invoice, to never be heard from again. In order to accomplish what we discussed in point #2, its imperative that the freelancer develop strong working relationships with the client: work with them, converse, brainstorm, tweak the copy as needed... in short, make sure the client is 110% satisfied THRILLED with the finished product. They become a valued part of the team rather than just a hired gun.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?No Overhead CostsI alluded to this before, but it bears repeating:Probably the most practical reason why an independent copywriter may be your bestchoice is the fact that when youre making out the check to pay her, youre payingstrictly for her time in creating the finishedproduct.Youre not paying her sick time, or medicalbenefits, or dental coverage, or matching her401K contributions, or covering her payroll taxes,or Social Security, or Disability, or... or... or...You get the picture.You dont have any of the hassles and expense ofbringing on another employee dependent on youand the health of your company for survival.Youre just bringing on a talented professional who can dramatically improve the healthof your company by turning in top-notch copy at a reasonable price.So, lets hear it for "Independents Day"! A freelance copywriter could be the best choice you evermake!Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?ConclusionYou can never underestimate the power of good copy.Words written well, with the target audience in mind, with a relaxed, conversationaltone, and with a solid basis in the human nature psychology of the sale, will always bethe cornerstone of any marketing campaign.In my opinion, all other factors being equal, your best bet for obtaining those well-written words is through the expertise of a freelance copywriter.Now that you know what copywriting is and what it is not, what its worth, why youneed a copywriter, why it should be a freelancer, and how to choose one, the next stepis up to you.If youre ready to take the next step into a brighter future for your business, read on forsome really exciting information that can get you there even faster!Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?About the AuthorMy name is Justin P Lambert, and I want to thank youpersonally for taking the time to read this special report.As a freelance copywriter, ghostwriter, speechwriter andblogger, I feel pretty strongly about the powerful effect aquality writer can have on your bottom line.As you might have guessed, Id like to be that writer the nexttime you need copy thats crafted to sell on multiple levels.But I dont expect you to make such an important decisionbased on a few pages of good information.So if you liked what you read, Id just like to ask a quickfavor:Go to my website, Words That Begin With You, browsearound at your leisure, and (if you havent already) subscribeif you like what you read. Id love to hear from you in thecomments!After youve had a chance to get a really good idea of the kind of work I do, give me acall, tweet me, connect with me on LinkedIn, whatever youre most comfortable with.Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care?Let me know what you need written, and where you need it to take you.And when youre ready, heres a very special offer for being willing to take a chance onme: 25% OFF YOUR FIRST PROJECT! Up to a $10,000 value! Just give me a shot, and you get top-quality work at a cut-rate price!So dont waste any time. Go check out my site, subscribe if you havent already, viewthose archives as my extensive portfolio, then get a hold of me and take advantage ofthis incredible offer! (Be sure to mention Coupon Code: FreeCopy25)I cant wait to hear from you! Thank you again, Justin P LambertBrought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!
    • The Freelance Copywriter: What Can He Do For You? Why Should You Care? This special report has been brought to you by Words That Begin With You A Holistic Approach to Building Your Personal Empire the daily blog of Copywriter, Ghostwriter, Speechwriter, Author and Consultant Justin P Lambert E-mail Twitter LinkedIn Google+Photo Credits: Question Mark Dude, courtesy of SMJJP; For Sale, courtesy of hahatango; Burgers, courtesy of trekkyandy; Tied Hand, courtesyof pumpkinmook; Dilbert, courtesy of Ol.v!er; Boss Mug, courtesy of Kumar Appaiah; Crowd courtesy of Loozrboy; Handshake, courtesy ofAndyRob; all other photos provided courtesy of Morguefile.com Brought to you by Words That Begin With You, a content creation firm focused on the customer first and foremost. Visit, subscribe and join the conversation!