You’re a beginning copywriter, or are an established copywriter who’s feeling a little stale. Let’s look at five tips to help you to grow your business and thrive.
Tip: it’s hardest in the beginning. Once you have clients, they’ll pass your name on to others. So, if you’re just starting out, realize that it won’t always be like this: you won’t struggle forever. You’re starting from zero: every scrap of marketing you do gets results over time.
Now let’s look at five copywriting tips which will help your business to thrive.
1. Say It, Write It: “Think Different”.
Copywriting is creative, but it’s creative for a purpose. It’s NOT creative writing. Please don’t try too hard to be “creative.”
Here’s a quote from the master of advertising, David Ogilvy:
“I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.”
Consider Apple’s famous advertising slogan, “Think Different.” Yes, it should be “think differently,” but “think different” is much more powerful. Why? Because it’s authoritative. It’s a command. “Think differently” is a suggestion.
Never let language or creativity stand in the way of emotion. All words carry emotion, but copywriters aim for the emotion.
Read your copy out loud. How does it feel? If you’re not sure, ask people.
2. Think Differently About Your Business Too.
You can be a generic copywriter if you like. If you want to go the traditional cold calling marketing route, go for it. It works. Make enough calls, and you’ll get business.
That’s the brute force way of thriving. You’ll work hard, and you’ll make money.
As soon as possible however, spend time thinking about your business, and your clients. Make suggestions. Here’s an example. Let’s say you see the same ad running over and over in your local paper. That’s a great ad, because it’s obviously making money for the company.
You search Google.com, and you find that the company has tiny little website, which doesn’t mention the ad at all. This is an opportunity for you. Create a proposal and send it to the company. You can offer to marry their advertising and Web content, and create a signup page to their newsletter (which you will create.)
Think differently: be creative in how you approach doing business too. Your clients will love it, and you’ll get more clients.
3. Take Time to Study.
Copywriters know a little about everything, and they’re always learning. Formalize your learning. Over the years, I’ve taken many course in marketing and public relations. I read marketing books, and think about psychology. Become curious, and devote 20 minutes every day to a little study.
4. Every Business Needs Copy, but Will They PAY for It?
Think about the kinds of clients you’re attracting. Knowingly or unknowingly, you’ve positioned yourself for this particular niche.
A tip: aim your marketing at companies which can afford copywriting expertise.
Smaller companies can’t afford to hire copywriters. They get their advertising and marketing materials from their suppliers, or they create it in-house. Consider aiming at larger companies.
5. Get Proactive. There’s Time for Everything: Manage Your Time.
All you have is your time. Let’s say you’re charging $120 an hour. You’ve got expenses, and you pay taxes, so you need to proactively manage your time. Schedule everything, including email and marketing.
I use a timer every day. I couldn’t manage my day without timing tasks and projects. Tomatoes is my current favorite. A timer not only keeps you on track, but it also allows you to relax. You know you’ll get everything done you need to do.
Keep an eye on your deadlines. If you think you need more time on a project, let the client know immediately. Most clients won’t care, but you can’t be sure of that, so stay in touch with clients. Encourage them to communicate with you too.
So there we have it: five copywriting tips which will help your new (or existing) business to thrive.
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