 WebProWorld Marketing Forum |
"I Heard Your Company Might Be for Sale."
I talked to a colleague and friend of mine not long ago, with a masters degree in marketing and has a good history of success. One day we were discussing the plight of a certain struggling long-running family business since the 1930's (which we both knew really well), which was then bought out in an offer from a lawyer with his own dough -- but unfortunately didn't know the product well.
Blogs Away: Why Blogs Are Important To Market Strategy
It is a “whodathunkit” kind of thing, isn’t it? A web log, with its straightforward elegance, its honest and reciprocal dialogue, its inexpensiveness (though time is money), has become the next darling of marketing and public relations—a real time, two-way walkie-talkie, a bulletin board of instant feedback.
Is RSS Not The Next Big Thing?
Thanks to Nick Bradbury, I was in San Diego today giving a hands-on tutorial in blogging and news feeds to a group of foundation execs at the Council on Foundations' annual conference. Mindy, the Mommy Blogger, was there - so I didn't feel like the only citizen from the blogosphere in the room. During the 90-minute session everyone in the room learned how to launch...
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It's All in the Title
I receive over 40 articles per day from individuals who would like me to republish their article. When I was in law school, I was told that when sending
in a resume, the average time spent reading the resume is 7 seconds, due to the volume of resumes received. I have found that to be true with articles as well.
Resumes That Rock (16 Expert Tips)
It's never too early to update your resume, even if you're not searching for a new job. Why? Updating your resume is a valuable reminder to yourself of your practical value to employers. Refer to it when preparing your business case for a raise request or when preparing for your annual performance evaluation.
Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-Sent and Hack
If you're hunting for a good freelance copywriter and have never done it before, or if you have but find yourself needing another for the first time in a while, I don't envy you. This "brave new" e-world has turned your once straightforward search of a neatly stacked file of brochures...
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06.16.05
Hiring A Great Copywriter Can Be A Challenge
 By Jon Wuebben
There are a lot of good writers out there. There are even a lot of great writers out there. But a copywriter- a great copywriter, does more than just write. A great copywriter has the ability to write persuasively, research facts, and think in terms of the "total marketing piece"- because copy is only a part of the ad, brochure, website, or flyer.
Many times, they see a business or idea in a new light. They draw out the key benefits of your product or service. Ultimately, a great copywriter communicates those benefits with excitement and has the ability to create that feeling in the consumers mind.
We've all read an ad that was so incredibly compelling that it literally made us pick up the phone or jump online, and order the product. Advertising is the science and art of convincing consumers to give up their hard earned money for a particular product or service.
Copywriters really only write for one purpose. To persuade.
They increase your sales and generate sales leads when their ad and direct mail copy persuade prospects that your product is better than the competition. A great copywriter is a GREAT persuader.
The best copywriters in the business are tireless researchers. Those who become the best have an insatiable interest about products, services, new ideas, consumers and advertising. Copywriters are curious people. They study human nature and try and find the best angle. They like to uncover new ways to represent a product. They get a rush when they ultimately find the unique selling proposition for your product or service. A great copywriter is a GREAT researcher.
Copywriters are creators. They think up compelling ideas and have the innate ability to turn them into powerful prose. Copywriters think visually. Many people don't see them in these terms, but they are artists too-artists of the written word. They also think in terms of words. When coming up with a headline, they're simultaneously thinking of an image that will complement the copy. Copywriters enjoy working with graphic designers, art directors and creative directors in creating great advertising and direct marketing. A great copywriter has a GREAT ability to think in terms of the total marketing piece.
Sometimes trying to find the right angle for a product or service can be frustrating. A great copywriter can come into a new situation, quickly assess the facts, and see what others cannot. A great copywriter brings a fresh perspective. They have the ability to see things in a new light. That's why a headline that never worked suddenly starts working like a miracle after being changed. Sometimes it's simple. Other times, it can be a little more complex. Either way, a GREAT copywriter has the ability to cast a product or service in the right light.
Copywriters focus on benefits. Great copywriters find the right set of benefits and focus on them like a laser. When a consumer reads the copy, they find they are agreeing with what the copy is saying. They may have never even realized they needed the product or service. But, the copywriter knew it. And they knew how to get inside the consumers head. Great copywriters know people inside and out- and they know what motivates them.
Working with a GREAT Copywriter
The first thing to keep in mind is that a great copywriter is easy to work with. They are experienced in dealing with professionals. It helps to know what can make the difference in working with a great copywriter.
First, get your agreement in writing. A written contract is always a good idea, and can prevent difficult situations or misunderstandings from happening in the first place. A solid contract outlines the work to be performed, fees, due dates, terms and conditions.
Next, always know how much it's going to cost. Try to get your copywriter to commit to a flat fee before the project begins. This way, both parties are protected. Hourly writers should be avoided. There's no incentive for them to get the job done in a timely manner.
Quality copy isn't cheap. Be prepared to pay for that quality. Great copy is worth its weight in gold, because it can make the difference between a product that sells five units, and that same product selling five thousand units. Great copywriters are worth every dollar they make.
It's also a good idea to have one person- and one person only, appointed to deal with your copywriter. It can be very confusing to have a whole team of people interacting with a copywriter. Conflicting ideas can arise and confusion is usually the only outcome. Designate one person to handle all communications.
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About the Author:
C2005 Jon Wuebben. Do you need Search Engine Optimized (SEO) Web site copy that moves customers to buy? Are you looking to create an effective newsletter/e-zine article or ad for your business? We provide world class copy that helps you to be found on the web. 10 years experience providing superior copy to businesses nationwide. Contact us for a complimentary Website Copy analysis. Subscribe to our Better Business Writing (BBW) Newsletter and receive 2 free reports. http://www.customcopywriting.com/ |
