As if life weren't full of tests and trials enough, you'll find that some jobs even require you to complete a copy test before you get the work—or even before a second interview. A copywriting test is a sample writing exercise. It's a way for a potential employer to see your skills writing for their particular brand. But what does that mean? And is it a good thing or a bad … [Read more...]
The Right Way to Fit “Ad” into “Advertorials”
In the world of copywriting, the advertorial is a mutt. Part ad, part editorial, it hits the magazine or trade publication reader when they are already primed to read. When the advertorial is not that engaging it can come across as deceptive. There you are, cozied up with your favorite glossy only to look up at the page to see "special advertising section". Drats! Foiled … [Read more...]
Copywriting Q&A: The Truth About Online Sales Letters
If I had a nickel for every "copywriting" site that says "I make seven figures writing online sales letters," I'd have a whoooole lot of nickels. But is that legitimate? And what is a sales letter, exactly? Let's dig into the myth and mystery of online sales letters today. Read on... Today's question is from Jodi A. who asks, "I keep seeing people talking about online sales … [Read more...]
Copywriting Q&A: What a Freelancer’s Day Really Looks Like
Ah, the freelance life. Working in your pajamas, penning brilliant copy by a pool in Bali, being supermom/dad and spending gazillions of hours of quality time by the pool. Sounds good, right? Also sounds kind of...unrealistic? Let's talk about what a freelancer's day really looks like. Read on... Today's question comes from Thad N. who asks, "I've been thinking that maybe I'd … [Read more...]
What You Need to Know About After-Sales Service
Let’s say you’re a freelance copywriter. (You are, right?) Now let’s say you bought the latest laptop on the market, loaded it with all the tools a good entrepreneurial writer needs (like, say, a mini espresso bar app). Six months later, if the folks who sold you the thing clear out all those multiplayer online gaming data files clogging the system (“No idea where those came … [Read more...]
Copywriting Q&A: What It’s Like to Work in an In-House Agency
Often, one of the biggest surprises for new/aspiring copywriters about in-house agencies…is that in-house agencies actually exist. “You mean there are even more places to work than just ad agencies?” Indeed, I do. Let’s talk all about ‘em today. Read on… Today’s question comes from Colson J. who asks, “I’ve heard you talk about ‘in-house agencies,’ but what does that mean? … [Read more...]
Copywriting Q&A: The Number One Spec Ad Mistake
You want your spec ad to be the best that it a can be. (Obviously!) But there's one huge mistake that a ton of new copywriters make that can absolutely tank their chances of getting work. Want to avoid it? I thought you might. Read on... Today's question comes from Dustin F. who asks, "I'm not very good with design programs or anything like that. How can I make my spec ads … [Read more...]
Copywriting Q&A: How Projects Actually Come Together
For people who are just starting out as copywriters, there's an element to the copywriting process that's often kind of a mystery. Namely, well, pretty much the whole process. How does a project get started? How when do you work with a designer? How does your work get seen? All great questions and all things you need to know. Time to find out! Today's question comes from … [Read more...]
Copywriting Q&A: The Dangers of Using Swipe Files
Some ads are just so good, you have to tear them out and keep them. In fact, many people will advise you to do just that. It's for inspiration, right? But sometimes "inspiration" can get in the way of "creation". Find out how to use other ads to help you—and when having them around is a really bad idea... Today's question comes from Candace H. who asks, "I read an article … [Read more...]
What’s a Creative Brief? A Guide to a Copywriter’s Essential Document
In the simplest terms, a creative brief is a write-up of everything a forthcoming project should entail. It gives all of the background information, as well as all of the requirements and expectations for a project. When it comes to copywriting, this is the one magical document that you cannot do without. It guides you, it protects you and, yes, sometimes it even calls you … [Read more...]