Know Someone Interested in a Copywriting Internship?

I'm looking to hire an intern who is interested in learning how to run a copywriting business. Here's the ad that is currently posted on a couple of job sites:

As the owner of a small copywriting company, I am seeking an intern with an entrepreneurial mindset to help with various projects. This is a great opportunity for someone who is interested in pursuing a copywriting career. Some experience writing marketing materials such as articles, brochures, direct-mail letters, news releases or Web site content is a plus -- but it’s not necessary. You will receive compensation for any projects you write. Interested candidates should send a cover letter and resume to tom@writewaysolutions.com. Hours are flexible.

Experience isn't as important as a desire to succeed. If you know anyone interested in this kind of opportunity, please invite them to e-mail me their information.

How to Build Your Prospects' Trust Without Saying a Word

One of the biggest obstacles for getting prospects to use your services or buy your product is trust. But how can you capture it, especially when there are so many forms of advertising and marketing competing for attention?

Take a minute and think about the number of methods companies use to attract your interest.

Billboards ... Mailers ... Classified ads ... Commercials ... E-mails ... Banner ads ... Newspaper ads ...

Advertising has gotten to the point to where many times we don't even notice the product, while other times it's too obvious to miss.

Take, for instance, product placement in television programs. You can’t watch five minutes of American Idol without seeing some reference to Coke or Ford. Countless brands – Burger King, Crest, Domino’s – have capitalized on the success of The Apprentice by having their products featured as part of the team challenges.

One of the reasons we're seeing so much product placement is that consumers now have the option of tuning out commercials, thanks to the invention of digital video recorders ... but that's a separate article for another time.

The above examples are just a small sampling of the sources companies are employing to attract prospects. Unfortunately, though, many advertising methods are used so much that people often put up a mental defense wall when they see them, especially when they're accompanied by a sales pitch. Once you've overwhelmed your prospect with a sales pitch, building trust is nearly impossible.

Think about car sales. Oftentimes, an advertisement will get a prospect into a dealership. Once there, if the prospect inquires about the ad, he is often met by a sales person who will sometimes spend hours trying to build trust with that prospect. But all the salesperson is really doing is overwhelming the customers. Is that really the best way to calm fears and increase credibility?

I'm sure you’ve heard a similar high-pressured, full-court-press sales pitch before. How did it make you feel? I'm guessing when you realized a sales pitch was coming you put up your defenses and tuned out.

Now I'm not saying traditional advertising or sales techniques don't work. They do.

The point I want to get across is that there is an easier solution requiring less effort, and it will establish your credibility with nearly every prospect you contact. In fact, this technique will nearly eliminate all fears prospects have about working with you. I'll even go as far as to say you will establish these two trust-building factors with prospects the instant you use this marketing technique.

What is it?

The most effective way I know for building trust, establishing your credibility, and eliminating prospects' fears is publishing and promoting free articles written by you.

So how can you do this?

Easy.

What are the most frequent questions prospects ask you? Start keeping track. Each answer is an opportunity for an article. By presenting to prospects the information they're looking for, you'll put them at ease.

Need proof this works?

How many times have you purchased a product simply because it was recommended in something you read?

It happens all the time, right?

Pick up a newspaper or your favorite magazine. Do you trust the information your read in the ads more than what's included in the articles? You already know the ads are selling you something, but the articles present information in an educational format. There's no sales pitch.

As a result, most people believe what they read in articles more than ads.

We live in a knowledge-based society that craves valuable information. Your articles provide what people want. What's more, when prospects see you're offering free information that interests them, they will come back time and time again. In essence, you'll develop relationships without actually meeting anyone face to face.

Here’s an added bonus ...

Publishing articles online will boost your search engine ranking, making you more accessible to prospects who search terms related to your industry. Search engines love content-rich sites that are updated often. Furthermore, the more you have other sites linking back to your site, the better chances you have for higher search engine ranking.

So, in addition to posting your articles on your own website, find other sites where you can post and include a link back to your site.

Need some help finding some? Here are four search engine friendly sites that will allow you to post articles for free:

Article Hut: www.article-hut.com

EzineArticles.com: www.ezinearticles.com

Approved Articles: www.approvedarticles.com

Articlesbase: www.articlesbase.com

If you haven’t done so already, create a blog for posting your articles. There are multiple ways for creating your first blog -- one of the easiest options is Blogger. Best of all, it's free.

Here's a simple way to get your free blog online in about 5 minutes:

Visit www.blogger.com.

If you already have a Google account, sign in. If not, click on the orange arrow to set up your account.

Name your blog and create the URL (e.g., www.newblog.blogspot.com).

Choose your favorite template and click “Save Template.”

Click on “New Post” and paste in your article.

When the formatting is the way you like it, click “Publish Post.”

Congratulations! You officially have a blog.

Once your blog is online, be sure to visit www.technorati.com to “claim” your blog. This will help with your search engine ranking and make it easier for online visitors to find your postings.

The Most Powerful Force in Direct Marketing

I recently finished reading Joe Sugarman’s latest book, The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America’s Top Copywriters. The insight he offered into his most successful direct-marketing campaigns was priceless, as were the writing samples that will certainly find a home in my swipe file.

What I found especially fascinating was how the direct-marketing expert described his techniques for selling millions of pairs of BluBlocker sunglasses using what, at the time, was viewed as a risky medium – television.

Sure, with the success of QVC, the Home Shopping Network and countless infomercials, the idea of successfully marketing a product in a 30-minute commercial format doesn’t seem like a big deal these days. But Sugarman took a huge gamble in the 1980s the minute he stepped in front of the camera to demonstrate why viewers needed a new pair of sunglasses.

The technique Sugarman used to tout his product is one that I believe is the most powerful force in direct marketing.

Each infomercial was set up the same way. Sugarman would approach ordinary people off the streets and give them a pair of BluBlockers. Once they tried on the sunglasses, he recorded their reactions. Of course, the feedback presented to viewers was always positive and, more importantly, it caused his prospects to wonder why someone would have such a strong (and often wild) reaction to a pair of sunglasses.

The more interviews Sugarman showed, the more viewers’ curiosity grew. Of course, Sugarman could have easily placed a pair of BluBlockers in front of the camera to reveal what all the excitement was about, but he never did. The only way anyone could ever find out what it was like to wear a pair of BluBlockers was to buy them.

Using curiosity Sugarman sold almost 8 million pairs of BluBlockers during the six years his infomercials ran. This kind of success supports my suggestion that curiosity is the strongest force in direct marketing.

When your prospects are in a store, it’s easy for them to pick up your product, examine it and determine whether or not to make a purchase. However, this decision process is impossible when you’re marketing on the Internet, in a catalog or using a sales letter. But that doesn’t necessarily put you at a disadvantage.

If you use your writing to tease prospects with just enough facts that you leave them guessing, oftentimes they will buy your product simply to satisfy their curiosity.

I recently used this technique while creating a sales page for a new eBook, The Absolute Beginner’s Guide to Mastering Karate: Simple Techniques for Increasing Your Speed & Power in as Little as 30 Days. (Notice how the title even creates curiosity. A prospect’s desired outcome – increased speed and power – is promised in a timeframe that seems almost impossible.)

Below is sample of that sales page.

Here is just a small hint of what you’ll discover in The Absolute Beginner’s Guide to Mastering Karate …

• How to properly use one of the most powerful muscles in your body to increase your kicking force by up to 40%.


• A karate-specific training plan that will get you into peak condition with less effort, less time and maximum results … regardless of your age.


• The natural reaction you must avoid during any altercation. When you respond with this action, you double your reaction rate every time.


• Make this small (and very simple) adjustment in your ready stance and you’ll see huge rewards.


• How to train your body so it instinctively incorporates the 3 keys to an explosive reaction time.

Is your writing revealing too much information about your product? I invite you to try building your prospects’ curiosity the next time you're writing sales-oriented copy. The results just might surprise you.

6 Techniques for Overcoming Writer’s Block

For anyone with a job that requires some type of writing, staring at a blank computer screen while on deadline can be a frustrating predicament. As the white page waits for you to fill it with creative words and phrases, all you can do is stare back and think about how uninspired you feel. The more you think, the worse the situation gets.

But here’s the good news. With just a little work, writer’s block can become a problem of the past. I have for you six techniques for overcoming writer’s block. Try these out the next time your creativity makes an unexplained exit.

Writer’s block tip #1: Avoid the tendency to be perfect. No one has ever written a document worth reading without first doing revisions. Editing is part of the writing process. Save perfection for the flawless, computer-enhanced supermodels who dot the covers of women’s magazines.

Writer’s block tip #2: Give yourself a reasonable deadline. Generally, the more time you have to write, the less pressure you’ll feel. Allow yourself time for a break, if needed. Effective work is often completed in short, repeated segments.

Writer’s block tip #3: Brainstorm. Regardless of how ridiculous you think your ideas are, write them down. It’s much easier to revise a collection of statements than it is a blank page. Once you get a couple of phrases jotted down, you’ll be amazed at how quickly other ideas flow.

Writer’s block tip #4: Find other materials written on your topic. I’m definitely not advocating plagiarism; however, taking a look at other materials will spark your thought process. You may even notice a new concept that you would have otherwise overlooked.

Writer’s block tip #5: Create a comfortable environment. Relaxation is crucial. The reason you’re having trouble writing is because you’re stressed. A relaxed environment will calm your nerves. So clear your workspace of any distractions, take a few deep breaths and do whatever it takes to put your mind at ease.

Writer’s block tip #6: Turn on the lights and open the blinds. A well-lit environment has been shown in studies to enhance your mood and boost energy. In addition, bright light also increases blood flow to the brain, and that’s not a bad thing. That blood flow strengthens your memory and intensifies your ability to think.

Let me ask you a final question about writer’s block. Do you ever feel like your best ideas unexpectedly occur at the most inopportune times -- for example, lying in bed, taking a shower, or working out at the gym? Sometimes it seem like you are rarely ever at work when a stroke of brilliance hits. The reason it doesn’t is because you allow yourself to become more relaxed in situations that require less mental effort. Take advantage of these unanticipated opportunities by getting in the habit of keeping a small notebook and pen within reach at all times. If you try to remember that same idea later -- when you actually need it -- there’s a strong possibility it won’t be easy to recall.

6 Items That Will Boost Believability in Your Copy

Your prospects buy from people they trust. Thanks to the Internet, today’s prospects are more informed than past potential customers.

There’s no doubt about it. Readers of your marketing literature have become a knowledgeable group.

Oftentimes, before they see your copy, prospects already know where to find the best deals, how many other companies offer a similar service, and why your product may not be better than your competition’s.

Simply put, your prospects are pessimistic. That’s why it’s important you strategically design your writing so that it falls somewhere closer to “I can’t live without out it!” rather than “This is too good to be true.”

To get you started, here are six items that will help boost the believability of your next marketing piece.

1. Statistics. Credibility is often based on figures used to demonstrate a product’s benefits. Although statistics are extremely beneficial, their effectiveness lessens when you use certain numbers. Making the outcome too perfect will leave your reader guessing the truthfulness of your claim.

For example, almost every Saturday morning I see an infomercial for a stock picking software that uses customers’ comments to demonstrate how well the program works. People usually begin by explaining the simplicity of the software and then end by stating how much money they’ve made.

“I made $4,338 in just six weeks.”
or
“The software told me which stock to buy at the right time,
so I made $367 in just 24 hours.”

Even amounts are noticeably missing from the infomercial. That’s because someone who claims to make $10,000 in 30 days is much less believable than another person who made $9,346 for the simple fact the first dollar figure seems too perfect.

2. Stories. People think in images -- not words. So what better way to get your prospects visualizing using your product than with a story? An added bonus is that a well-written story will also create curiosity.

Below is an example of classic story used in one of the most profitable direct-mail letters of all time. The famed Wall Street Journal letter is responsible for producing an estimated $1 billion in revenues.

Dear Reader:

On a beautiful late spring afternoon, twenty-five years ago, two young men graduated from the same college. They were very much alike, these two young men. Both had been better than average students, both were personable and both -- as young college graduates are -- were filled with ambitious dreams for the future.

Recently, these men returned to their college for their 25th reunion.

They were still very much alike. Both were happily married. Both had three children. And both, it turned out, had gone to work for the same Midwestern manufacturing company after graduation, and were still there.

But there was a difference. One of the men was manager of a small department of that company. The other was its president.

Not only does this story create curiosity, it appeals to a common reason why people buy anything -- a desire to be perceived as successful.

3. Testimonials. I frequently stress using testimonials in all types of marketing literature for one simple reason: they build your prospects’ trust. Your prospects seek out testimonials to determine if your product has worked well for someone who is similar to them. In fact, some will skip much of your copy just so they can read your testimonials.

One place you’ll often find people praising a product is on book covers. Here’s an example from a book I recently purchased:

“When I implemented Mark’s simpleology formula, I immediately tripled my production while simultaneously cutting my working hours. Amazing!”

-- Frank Rumbauskas, New York Times, bestselling author of Never Cold Call Again!

The best testimonials offer a specific result by telling a brief story, instead of simple statement such as “I liked your book.” In the case of the above testimonial, the result of reading the book was tripled production. What made the testimonial even more effective was the use of an actual person who could be verified with a little research. (Note: Replacing names with initials does not boost believability.)

One technique used by some copywriters is leading a marketing piece with a testimonial. In addition to prepping your prospect for a positive experience, the quotes around the testimonial will capture your readers’ interest. This is because people’s eyes are drawn to information surrounded by quotes.

4. Honesty. Plain and simple, honesty builds believability. People have a knack for finding false claims and deceitful practices. Unfortunately, you see these far too often with companies touting phony testimonials, unrealistic prices or “urgent” notices mailed in ridiculous envelopes. You can fool a prospect once ... maybe even twice ... but honesty will serve you best over the long run.

5. Enthusiasm. If you don’t believe in what you’re writing, how can you expect to convince your prospects? Your enthusiasm (or lack thereof) is contagious. When you’re truly excited about your product, your prospects won’t be able to ignore your writing because the passion will radiate from your words.

Someone whose work is characterized by enthusiasm is Josh Towbin, a master motivator better known as “Chop” from the reality program King of Cars on A&E television. By conveying his enthusiasm and a true love of cars, people go out of their way to buy from his Las Vegas dealership. This achievement is especially impressive given the fact that car sales is often perceived as a dishonest industry.

An added bonus of displaying enthusiasm in your copy is that it will help prospects feel happy about making a purchase. To get them excited, stress the benefits of your product as much as possible. However, don’t get these benefits confused with your product’s features. While features are facts, benefits explain why those facts are important to your prospects.

6. Originality. I recently met with someone to discuss copy for an advertisement designed to promote a company’s line of refurbished copiers. The client, who owned an advertising agency, encouraged me to brainstorm some creative headlines that would not only attract positive attention, but also stir some controversy.

I started generating ideas almost immediately, so I quickly sat down with a stack of images and started writing. The brainstorming was fun, and I truly believed my edgy headlines were perfect for the advertisement.

A few weeks later I received an e-mail with the final proof ... that didn’t include one of my headlines. Instead, above an image of a copier were the words “Got Copier?” -- a reference to the slogan made famous during the “Got Milk?” campaign of the early 1990s.

Even with “insider” knowledge, the lack of originality in the advertisement left me doubting the quality of the company and its products. I’m almost certain most prospects felt the same way when they saw the full-page spread that ran on the back of a local business publication.

Remember, people are eager to play a part in something new. Your marketing literature provides a great opportunity to get creative with your writing and offer an original item that will cause excitement.

7 Profit-Building Opportunities You’re Losing if You Don't Have a Newsletter

If you’re like me, when it comes to increasing your sales, you’re continuously on the lookout for three items: ideas for growing your business, secret bargains and free publicity. In this report, I’m going to tell you about one easy-to-create, low-cost marketing tool that meets these three criteria -- a newsletter.

Not only is a newsletter the perfect forum for displaying your own writing, it can also help you build a targeted subscriber list for sending special offers. As for the content, you’ll want to cover topics of interest to your industry and distribute your news on a regular basis. Whether you send the newsletter through e-mail or snail mail is your choice. I prefer a text e-mail (instead of HTML) -- it’s easier to create, more convenient to read and less costly than a visit to the post office.

Newsletter Benefit #1: You can promote your business as much as you want … within reason. Why spend money on costly advertising when your target audience is as close and accessible as an e-mail? By sending a newsletter, you control what’s being said about your company (unlike when you appear in the media -- where you have limited control). Also, you’re not limited by space constraints and hefty advertising rates. However, when you’re writing your newsletter, avoid the urge to over-promote. You want to still offer your readers enough information so they see their subscription as valuable and not as a blatant selling forum for your company.

Newsletter Benefit #2: You now have a way to pitch your products and increase sales without the need for cold-calling. I understand cold-calling is an effective technique for some businesses. And that there are plenty of people who enjoy calling people at random, but I’m not one of them. I don’t know about you, but I hate being on the receiving end of telemarketers’ calls. I know they’re only doing their job, but rarely is there ever a convenient time to hear a sales pitch. So instead of wasting your breath talking on the phone, try sending that idea to a collection of people who have agreed to receive your pitch.

Newsletter Benefit #3: You can build loyalty with readers. When you have a subscriber list and use it frequently, you are -- in a way -- “educating” your current and prospective clients about your services every time you e-mail something out. Why is this important? Because, in studies, this type of instruction has been shown to increase purchase rates, while turning hesitant prospects into enthusiastic customers. Because of loyalty, your subscribers will be more likely to buy from you than someone offering a similar product or service -- even if your purchase price is higher.

Newsletter Benefit #4: You encourage repeat customers. Keeping people updated about your services or products is a great way to ensure repeat purchases. If people don’t know what you have to offer, they have no reason to buy. As a bonus, because repeat customers are satisfied customers, they’re likely to tell someone else about your company. This process can repeat itself a virtually unlimited number of times. Aren’t referrals great?

Newsletter Benefit #5: You can easily fill “down time.” It’s a fact: Every company goes through periods when business slows. During those times when the cash register isn’t ringing as much as you want it to, why not offer a special deal or discounted rate to your subscribers? If your readers view the bargain as valuable, you’re certain to fill your down time with billable hours. The larger your list, the more likely the chances for added profits.

Newsletter Benefit #6: You’ll create “personal” connections with people you may have never seen or talk to. Yes, eventually, people will feel like they know you when they receive information from you on a frequent basis. I know it seems crazy, but the more people who see your name and associate it with a specific subject, the more they feel like they have a personal connection with you. And that’s great! After all, people like to buy from people they know, right?

Newsletter Benefit #7: You can promote other businesses. The more people get to know you, the more they start trusting you. (As a side note, please do not take advantage of this privilege.) Use your newsletter as an opportunity to promote businesses that complement your services. After all, if people are looking for the product or service you provide, it’s likely they’ll also need corresponding offerings. The situation is a win-win-win for every party involved. Your current or prospective clients learn about another qualified company that can meet their needs; the other business has an opportunity to collect another client; and you now have at least two additional people who will remember you because of the connection you created. The more often you refer business, the more likely people are to return the favor.

So now that you know why you need a newsletter, how do you get people to sign up on your mailing list?

Well, you never know until you ask. If you don’t already have a mailing list, then every client you have represents a potential name on your subscriber list. Ask each person if you can add them to your mailing list so they can take advantage of exclusive offers, while receiving the latest industry news.

Furthermore, how many new people do you meet every week? Think about it … I’m willing to bet each of you meet one or two new people -- at a minimum -- each week through work, friends or family. Why not ask new acquaintances for their permission to add them to your list? It’s a great way to introduce yourself and your business.

Be prepared, though, as you may have to offer some kind of gift in return. Sometimes it can be difficult for someone to submit their e-mail to a stranger, so it might take a little coaxing. I recommend taking advantage of the one word that is guaranteed to attract interest and new clients, regardless of the type of sales literature you use it in -- FREE. You can create a sign-in page for your newsletter on your Web site. In return, offer a article similar to this one.

To conclude this piece, I want to give you one warning: If someone asks to be taken off your list, make sure it happens. You don’t want to jeopardize your credibility by not following through on a simple request from a subscriber.

$5,000 to Write a Press Release?

Yesterday, I stumbled upon Business Wire’s blog, BusinessWired.

For nearly six years I worked as an editor/newsroom supervisor at the commercial news distributor’s Phoenix office. During that time, I had the opportunity to edit thousands of press releases. And, while the topics changed each day, I remember there was always one constant: poor writing.

For the most part, anyone who submitted a press release had at least a grasp of grammar and newsworthiness, but many times we received releases in the newsroom that more resembled a sixth-grader’s book report than something worthy of distribution on an international newswire.

This often led me to wonder who was writing these press releases and, more importantly, how much were they getting paid to push products using -- in some cases -- virtually unintelligible writing.

That’s why it was interesting to read Monika Maeckle’s recent post, which posed the question, “How Much to Write a Press Release?”

She revealed a client of hers spends about $5,000 to have a press release written.

Wow! What company is that and how can I get a piece of the action? Amazingly, that fee doesn’t include distribution, which can run “anywhere from $180 to $18,000” on Business Wire.

My guess is any press release with a $5,000 price tag is likely an extensive (and extremely well-written) earnings announcement, but even then that fee seems a little excessive. A valid point was brought up in the responses by someone who said the $5,000 could include legal advice.

Over the past couple of months, I’ve distributed a few press releases on Business Wire, and I’ve been very satisfied with the results. However, my investment was nowhere near what it seems some companies are paying to pick up publicity. What’s more, as a copywriter who provides press release writing services, I have yet to meet anyone willing to fork over $5,000 for a press release.

I must be searching the wrong places.