Author Archive

21 reasons why Web Copywriting isn’t easy

Wednesday, November 18th, 2009

Why web copywriting is not easy

  1. You are talking to a defined target audience
  2. You have about 500 words to get your message across
  3. You only have about 10 words (The heading) to grab the attention of the reader
  4. The reader will scan through the page before deciding whether to read or not
  5. Large chunks of text disappoint the reader
  6. Strong vocabulary confuses the reader
  7. Unwanted links bogs down the reader
  8. The copy must have elements like sub headings, bullet points, emphasis etc to make it appealing
  9. There is a back button on the browser that takes him/her back to a million websites like yours
  10.  There is a close button on the browser that takes him/her away forever in search of better websites
  11.  The copy must be different, original and creative.
  12.  It must be informative
  13.  The tone must be conversational
  14.  Personalization is the key
  15.  The copy must ‘be’ the reader. Think and talk like him. Connect!
  16.  You need to ensure that the copy is loved by search engine bots too
  17.  Choosing the right keywords is crucial.
  18.  Keyword density is crucial
  19.  Keyword positioning is crucial
  20.  It’s easy to get carried away and over optimize
  21.  It is difficult to strike the right balance between optimization and readability 

Do you have anymore suggestions or points that I may have missed out on? Add it here. Cheers!  :)

The 5 golden rules of Killer Sales Copy

Tuesday, November 17th, 2009

5 golden rules of sales copy! Now what is it about killer sales copy that makes the customer take the action that ‘you’ desire? The action might be anything. An instant sale, a lead or it might just be a form to fill in! But web copy like that is as rare as hen’s teeth. Not impossible to get, but difficult to find. 

There are a million articles and tutorials out there that talk about killer sales copy and a billion copywriters who can write the copy for you. 

No matter where you get the sales copy written from, always ensure that it meets the 5 golden rules of killer sales copy. 

‘To satisfy our customers’ needs, we’ll give them what they want, not what we want to give them’ – Steve James 

The 5 rules 

Grab the attention: The Sales copy MUST grab the attention of the reader instantly. There is very little time to do this and this will also decide whether the copy ends up in the trash/recycle bin or makes the reader read further. The best way to do this is with ‘The Heading’. As with all articles, the heading is of utmost importance in sales letters/copy. Let’s say, it’s like a foot in the door. There are numerous ways to do this. Ask a question! Tell them something they know already. Use an anecdote! 

Connect: Now that you have managed to grab their attention, its time to connect. Be personal and interesting. Talk to your reader like a friend by using strong noun-verb combinations, short sentences and paragraphs! Always write in the active voice. Ensure that you write the way you talk and not like a salesman. People hate being sold things by a salesman. So, talk normally and make them an offer they cannot refuse. 

Highlight the benefits: Now this is where you can really strike gold. When you highlight the benefits of your product, always talk in terms of their interest. Show them that you are offering what they are looking for. Never harp on the features of the product. Remember, people do not want features. They want benefits and they will buy it right out of your hands. Dramatize the benefits in a way that it arouses an interest in them. The time they are saving with your product, the money they are saving, what they are missing! What they can do with all that saved time and money! They should be saying yes by the time they finish reading the benefits. They should want it so bad that they must be able to taste it. 

Motivate: It’s time for a little emotional push! 90% of the sales that happen in the world are emotionally driven and supported by logic. Offer them facts, testimonials and statistics that extend the offer in the sales copy into realism. This shows that it’s not another ‘hype-it-all’ offer. If you are offering real testimonials, then add a statement that they can be verified. Give them easy instructions on what to do next and how to do it. 

The call for action: Congratulations! You are one step away from a sale. The call for action is the last step in completing your sale and you should keep it as simple as possible. Avoid confusion! Let it be a cakewalk. 

Does your sales copy (web page, auto responders, radio ad copy, sales letters, classifieds) follow the five golden rules? Verify now! 

If no is the answer, then click here to know how I can help!

Preparing for the worst in Freelance Writing

Thursday, June 18th, 2009

 This article continues from where we left off in our earlier post ‘Stepping into the world of freelance writing’.

Every year, millions of people decide to hang out their shingle and off those millions, thousands decide to try out their luck on the World Wide Web. And out of those thousands, at least a few hundred want to become freelance writers. Most of them are attracted by the fact that it is a relief from the constant stress that a regular 9 to 5 job gives.

No more incessant waiting in the 9 O clock traffic snarls on the way to work. No more stretching work hours and overtime and no more monotonous work.

A few others want to become freelance writers because they feel that they can earn a six figure income each month within as less as 1 year.

Then there are the third lot who have a flair for writing and want to make a career out of it.

And then there is the fourth group who ‘feel’ that they have a flair for writing. ?

No matter which group of people you belong to, the fact is that the world of freelance writing is not exactly a bed of roses. There are many pitfalls of not working for a company.

There will be no regular paychecks, no perks, no paid holidays, no retirement account. There will be initial jitters, unruly customers, time management issues and most importantly, self discipline problems.

You might be able to control the world, but try controlling your mind for a change and you will know that the first part was easier. (The quote is written by me?)

Did that make it seem like you are stepping into a field full of hidden landmines? No, it aint that bad either. It’s just that, it helps to be prepared for the worst when you are entering a new field. So, are you ready to take it? Brace yourself.

Preparing oneself mentally: Perseverance and patience. The two most important qualities that are going to get you there. You are NOT going to be greeted with writing assignments from international magazines and editorials as you start looking for writing gigs. In fact, your first few months will be the worst ones in your professional career as a freelance writer. The only assignments that you might land will be that as a ghostwriter and even those, will be few and far in between. That takes us to our next point.

Accepting rejection and moving on: Be prepared to be rejected. I know that it is easier said than done. But I guess it helps to be prepared. The competition is severe and you have to be better than the best to beat the best. Nothing can equal the feeling when you know that you have landed a job when you were least expecting to get it. And what do you do if you have been rejected? Chew it like a bitter pill and move on.

Beating the dirt-cheap bidders and winning a bid: Competition! Welcome to the jungle! If you ever thought that a career in freelance writing was easy, then this will change that perception. For every bid that you place on a job site, there will be someone who places a cheaper bid. Now how do you beat them? There is only one way. Read the job description carefully. Customize your message to the employer and PROVIDE A SAMPLE. Remember, the sample article is like an advertisement of your skills. It is the only way by which an employer can rate your skills. And even after you do everything right, you might still be rejected. Remember point 1 & hang in there! You will start winning bids soon.

Beware of non-paying clients, the rotten apples: Now that you have started to win bids, you will soon meet the gremlins in the world of freelance writing, the non playing clients. These are guys who will smooth talk, throw a bourgeoisie air and be in touch with you until you deliver the final draft of the project. After that, they will disappear faster than a 100m sprinter! They will not respond to emails, nor will they pay you a dime for your work. Two ways to beat them. Charge an advance or demand an escrow!

Avoiding Plagiarism charges: There is just one way to avoid plagiarism charges. DO NOT COPY! If you ever feel drained out and unable to write an article, take a break. But never attempt to copy from somebody else’s work.

When the work runs dry: Yes, there will be a phase in your career when the work runs dry. Your email inbox will be loaded with spam and nothing else. No more writing gigs! But this is the best time for you to indulge in some self promotion. Go out there and read blogs, comment on em! Start social networking. Learn how to tweet if you don’t know how to do it.

I hope that gives you a gist of how things stand in the world of freelance writing. Like I said before, it aint as bad as it seems. But this information might prove to be invaluable for you as you make a name for yourself and rise up the ranks!

Photo courtesy Flickr!  originally uploaded by simko28.

Stepping into the world of Freelance

Sunday, May 10th, 2009

I receive a lot of emails everyday from people who want to make a career in freelance writing but do not know how and where to begin. Most of these people have a high paying job that gives them the creeps and they’d rather try and establish a name for themselves on the World Wide Web than be hidden amidst millions of other working people in the offline world. Maybe, it is the freedom from a binding corporate work culture that attracts them, like it attracted me a few years ago. Maybe, it is the creativity bug that drives them here.

It was also the satisfaction of being able to look at myself in the mirror after every working day and smile, rather than looking sullen and worn out, that made me foray into the world of writing.

So, this post is for all those people who were looking for concrete advice about making a mark in the world of freelance writing, but couldn’t find it elsewhere. Let’s begin!

1. Learn about freelance writing: Before you even begin the quest for glory, try and learn as much as you can about the journey. What is freelance writing? What separates it from other types of writing? What is expected of a freelance writer? If you expect to get paid, then what are the standard market rates? What are the rates for beginners? What are the pitfalls? There are hundreds of websites that can give you this information. And the best place to find those websites is Google, the grand daddy of all internet search engines.
2. Bookmark a few websites: There are going to be a few websites that you are gonna frequently visit as you learn more and more about freelance writing.  And rather than going back to the search engine each time to find them, better bookmark them. You will save yourself a lot of time this way. Having it in my favorites list always seems to be easier. Besides, it keeps reminding me that I have a job to do. Some of the websites that you can begin with is getafreelancer.com, scriptlance.com, PayPal.com, rentacoder.com and elance.com. There are more, but these are the cream of the lot.
3. Get a professional email ID: By professional, I do not mean a paid email service. What I recommend is that you have an ID that looks professional. Something like freelancewriter@xyz.com or ghostwriter@ywf.com etc. Even a combination of your first and last name should suffice. ID’s like comekissme@123.com or cute_sweety@345.com are a strict no no. Remember, you are entering a professional working environment and not a dating chat room.
4. Begin as a ghostwriter: Before you begin publishing your own work or even attempting to do it, I recommend that you get a few ghostwriting gigs to gain the expertise and the confidence to begin. They aren’t easy to come by. And let me make it clear. BE PREPARED TO MEET FAILURE. But do not get depressed. Like Rocky Balboa once said, “It’s not about how hard you can hit, it’s about how much you can take and keep moving ahead.” Consider it to be a part of the learning curve. It should only make you more determined to get the next job. There are a few places that you can start looking for ghostwriting jobs. I have mentioned them in point 2. But Getafreelancer.com & Scriptlance.com are my personal favorites. Social networking communities are a second. Twitter is super powerful.
5. Get a PayPal ID: Now that you are in the hunt, you better have a banker that you can rely on. PayPal.com can be that banker. It is a globally accepted and renowned payment service and registration is free. Most freelance websites require you to have a PayPal account before you can sign up. So this step should have been at number four.
6. Open all channels of communication: One of the basic requirements of a freelance writer is that he/she should be available for communication for at least 6 to 8 hours a day. There are numerous ways of doing this. Instant messengers are the best. Get a Google talk ID, an MSN ID or a Yahoo ID. A lot of international clients prefer Skype.

That’s all folks! I think I have covered almost all the steps that will allow you to make a START in the world of freelance writing. It took me a year and a half to learn all this. You learnt it in less than 3 minutes. :)

In the next article, we will focus on preparing for the worst in the world of freelance. Cause as attractive and easy as it might appear externally, the world of freelance writing is far from easy. Till then, adios!

Image Courtesy Flickr: Enter the World, originally uploaded by kh2rac.

A Bucket List for your blog

Wednesday, March 4th, 2009

A couple of days ago on a lazy afternoon, I was busy woolgathering and an intriguing thought happened to cross my mind. What are the things that I wish to do before I die? The things that I would like to accomplish in my lifetime? In other words, what is my Bucket List? Now, it’s not everyday that you think about your death.

So the thought got me quite interested. I jumped out of the couch and got my scribbling pad and started to scribble away.

I jotted down a few things which I would like to do before I die. I cannot post them here for more reasons than one. At least not now! I might just post it in the future. But, that’s just a ‘Maybe’! :)

By the way, have you created your bucket list? Think about it! It’s quite interesting.

For those who didn’t know, ‘The Bucket List’ is a list of things that you would like to do before you die. The term became famous when a blockbuster movie of the same name starring Jack Nicholson and Morgan Freeman released last year.

What got me even more interested in the subject was, creating a Bucket List for my blog. Now that would be interesting. What would my blog like to do before it died? Not now, not in the next few years, but maybe when I got too bored of blogging and decided to bring down the curtains on it.

Maybe when I jumped on to a different profession. Quite possible.

Or maybe when I left god’s green earth for the unknown that lies beyond.

What would my blog like to do? Here’s what I could conjure up for my blog!

1) Have more than 30,000 subscribers via RSS – That doesn’t seem likely for two years at least.

2) To have two posts everyday – Now that one’s achievable. Hmmm. Did someone mention writer’s block?

3) Generate a 6 figure income for at least one month:)  You see, my blog loves me and wants to see me filthy rich!

4) To become the holy grail for Freelance writers and Amateur Bloggers – This ‘could’ just work out.

5) To visit the Blog World Expo – I will be there at the Expo in 2011.

6) To win a Web Log Award – Cast thou votes!

7) To have a memorial blog created in my memory when I die – Any volunteers?

You see, he is an emotional fella, my blog! Now is a blog a he or a she? I dunno, but I prefer him being a ‘he’.

Now, most of those things are what my blog would like to do as of today. I will keep adding to the list as and when newer things come into the picture. And I will also keep scoring out each thing as I accomplish it. Maybe, I ought to create a different list for all the things that my blog has accomplished.

That can be a real morale booster on a bad day!

So, what’s the bucket list for your blog? Haven’t create one yet? Do it now and keep me posted! Cheers!

Photo Courtesy Flickr: Bucket List, originally uploaded by er3465