SlideShare a Scribd company logo
1 of 41
Make
Writing
Your
Day Job
What We’ll Discuss Today
 What is copywriting?
 Who hires copywriters?
 How can I get them to hire me?
 Business and marketing writing basics
 Writing for the internet (SEO)
 Five most profitable writing projects
 Next steps
What
is
?
The writing of copy
for business and
marketing materials
Websites
CaseStudies
Newsletters
TrainingManuals
BLOGSB u s i n e s s P l a n s
Social MediaArticles ADs S
C
R
I
P
T
S
Product
S h e e t s
Customer
L e t t e r s
White
Papers
EMAILS
Lan d in g Pag es
S
E
O
M E M O S
Procedures
REPORTS Press Releases
Pitches
W h o ’ s h i r i n g ?
EVERYONE!
Businesses of every size
Governments at every level
Non-profits
Experts
Celebrities
PR & Marketing Firms
Ticket to Getting Hired
Who is your
target?
• Experience and
education
• Passion and
interests
• Skills and expertise
• Goals
Freelance or In-house?
Freelance
 Flexible schedule
 Work wherever
 Set Own hours
× Legal and Admin
× Financial Security
× Major Investment
In-House
 Steady Pay
 Benefits
 Structure
× Demanding
× Corporate Environment
× Competitive
Develop Writing Samples
 1-3 Blog Posts
 Formal Letter
Other goodies:
 White paper
 Product Sheet
 Tip Sheet
 Home Page
 Press Release
Good
Samples
What skills beyond
writing can you build on?
Professionalism
 Punctuality
 Meet deadlines
 Meet criteria/expectations
 Communicate
 Dress appropriately
 Be organized
 Honor client/employer confidentiality
 Commitment to learning and growth
Put it in
writing!
 Define work to be
completed including
number of pages,
interviews, research,
etc
 Define deadlines
 Determine
acceptance criteria
 Define amounts to
be billed and when
Proposals
and
Statements
of Work
The Basics of Writing for
Business and Marketing
Who is Your Audience?
 Respect and carry
through their brand
voice
 Understand and
work with their
limitations
 Follow their
procedures and
guidelines
Know
Your
Client
Know the RULES of writing .
. .
So you can know when to
B R E A K t h e m .
M a r k e t i n g
Build the customer’s interest by highlighting
benefits (not features)
A
I
D
A
Grab the customer’s attention
Create the desire for the product (solve an
immediate problem, getting left out)
Lead the customer to a specific action (contact
us, buy now, join)
Most Recent
Most Relevant
Most Popular
S
E
O
search
engine
optimization
Win the SEO game by:
 Posting regularly (most recent)
 Posting things people want with titles that make
sense (How to fry an egg)
 Get people to share it! Social media and links drive
content up the charts.
1. Blogs/Websites
2. Press Releases
3. White Papers
4. Case Studies
5. Proposals
To p 5 I n
D e m a n d
W r i t i n g
P r o j e c t s
Freelance Mula Maker
N u m e r o U n o
How-to’s
Reviews
Interviews
General info
Op-ed’s
 Home
 About
 Services/Products
 Contact
Additional Pages:
 Encyclopedias
 Staff pages
 Press/News
 Mission/Values
We b s i t e
Company or brand’s
online presence.
Brochure + store front +
sales rep + customer
service
P
r
e
s
s
R
e
l
e
a
s
e
s
W h i t e P a p e r
Informational booklet or e-book, usually 2-50 pages
long.
 Show off expertise and knowledge on a specific
subject.
 Highlight the benefits of a product or service and how
it works.
 Give value to and educate new and existing customers.
 Release research and analysis.
Testimonial
on
Steroids
Highlight a
specific
customer’s
experience with
the product/service
and company.
6 Main Questions in a Case Study
1. Problem: What was the problem?
2. Search: What solutions did they explore?
3. Discovery: How did they come across company/product x?
4. Solution: Why did they choose company/product x?
5. Process: What was their experience like with the company
product?
6. Outcome: What was the outcome?
Bonus: What would you say to someone like you who is looking
for options?
Proposals and SOQs
Proposals and SOQs
Who is Hiring
 A/E/C=Construction
Industry
 Consultants
 Government
Contractors
What’s in a Proposal
 About the Firm
 Approach
 Project History
 Resumes
 Cover Letters
 Know your audience
 Know and respect
your client
 Know the rules of
writing
 AIDA
 Read—edit—read
again—edit—read
out loud--edit
Next Steps
Read
Research
Define your target industry/client
Build a portfolio
Network
Professional development never stops!
How to Make Writing Your Day Job

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How to Make Writing Your Day Job

  • 2. What We’ll Discuss Today  What is copywriting?  Who hires copywriters?  How can I get them to hire me?  Business and marketing writing basics  Writing for the internet (SEO)  Five most profitable writing projects  Next steps
  • 4. The writing of copy for business and marketing materials
  • 5. Websites CaseStudies Newsletters TrainingManuals BLOGSB u s i n e s s P l a n s Social MediaArticles ADs S C R I P T S Product S h e e t s Customer L e t t e r s White Papers EMAILS Lan d in g Pag es S E O M E M O S Procedures REPORTS Press Releases Pitches
  • 6. W h o ’ s h i r i n g ?
  • 7. EVERYONE! Businesses of every size Governments at every level Non-profits Experts Celebrities PR & Marketing Firms
  • 9. Who is your target? • Experience and education • Passion and interests • Skills and expertise • Goals
  • 10. Freelance or In-house? Freelance  Flexible schedule  Work wherever  Set Own hours × Legal and Admin × Financial Security × Major Investment In-House  Steady Pay  Benefits  Structure × Demanding × Corporate Environment × Competitive
  • 12.  1-3 Blog Posts  Formal Letter Other goodies:  White paper  Product Sheet  Tip Sheet  Home Page  Press Release Good Samples
  • 13. What skills beyond writing can you build on?
  • 14.
  • 15. Professionalism  Punctuality  Meet deadlines  Meet criteria/expectations  Communicate  Dress appropriately  Be organized  Honor client/employer confidentiality  Commitment to learning and growth
  • 17.  Define work to be completed including number of pages, interviews, research, etc  Define deadlines  Determine acceptance criteria  Define amounts to be billed and when Proposals and Statements of Work
  • 18. The Basics of Writing for Business and Marketing
  • 19. Who is Your Audience?
  • 20.
  • 21.  Respect and carry through their brand voice  Understand and work with their limitations  Follow their procedures and guidelines Know Your Client
  • 22. Know the RULES of writing . . . So you can know when to B R E A K t h e m .
  • 23. M a r k e t i n g Build the customer’s interest by highlighting benefits (not features) A I D A Grab the customer’s attention Create the desire for the product (solve an immediate problem, getting left out) Lead the customer to a specific action (contact us, buy now, join)
  • 24.
  • 25. Most Recent Most Relevant Most Popular S E O search engine optimization
  • 26. Win the SEO game by:  Posting regularly (most recent)  Posting things people want with titles that make sense (How to fry an egg)  Get people to share it! Social media and links drive content up the charts.
  • 27.
  • 28. 1. Blogs/Websites 2. Press Releases 3. White Papers 4. Case Studies 5. Proposals To p 5 I n D e m a n d W r i t i n g P r o j e c t s
  • 29. Freelance Mula Maker N u m e r o U n o How-to’s Reviews Interviews General info Op-ed’s
  • 30.
  • 31.  Home  About  Services/Products  Contact Additional Pages:  Encyclopedias  Staff pages  Press/News  Mission/Values We b s i t e Company or brand’s online presence. Brochure + store front + sales rep + customer service
  • 33. W h i t e P a p e r Informational booklet or e-book, usually 2-50 pages long.  Show off expertise and knowledge on a specific subject.  Highlight the benefits of a product or service and how it works.  Give value to and educate new and existing customers.  Release research and analysis.
  • 35.
  • 36. 6 Main Questions in a Case Study 1. Problem: What was the problem? 2. Search: What solutions did they explore? 3. Discovery: How did they come across company/product x? 4. Solution: Why did they choose company/product x? 5. Process: What was their experience like with the company product? 6. Outcome: What was the outcome? Bonus: What would you say to someone like you who is looking for options?
  • 38. Proposals and SOQs Who is Hiring  A/E/C=Construction Industry  Consultants  Government Contractors What’s in a Proposal  About the Firm  Approach  Project History  Resumes  Cover Letters
  • 39.  Know your audience  Know and respect your client  Know the rules of writing  AIDA  Read—edit—read again—edit—read out loud--edit
  • 40. Next Steps Read Research Define your target industry/client Build a portfolio Network Professional development never stops!