Here’s a hard truth: the average conversion rate for purchases is right around 2%. Of course, it can skew up or down depending on the industry or the product, but 2% is a pretty solid estimate. That means that for every 100 people who see an offer…2 people will buy. That's on top of the fact that, for most businesses, a lot of money is spent getting those 100 people to even … [Read more...]
Creative Brief: The First Step to Any Successful Copywriting Project
Here’s a copywriter’s nightmare scenario: You land a client. You agree on a price and deadline. You work your rear end off, writing, revising, and perfecting the copy. And, when you send it to your client, they reply with: “This really isn’t what I wanted.” Or, maybe even worse, pages and pages of changes they want made. Huh? What went wrong? How did this project … [Read more...]
The Top 10 Benefits of a Copywriting Career
It's always the right time of year to think about all the things we’re thankful for—and, for me, one of those things is definitely my career. I thought I’d share 10 things that I’m thankful for about copywriting to give you a little insight into exactly why I’m so passionate about this career. 1. I Get to Write for a Living As a little kid, I dreamed about being … [Read more...]
How To Be a Copywriter If You Hate Selling
I hear this a lot. “I’m interested in copywriting, but I don’t want to trick people or force people into buying anything.” And I definitely get that. A lot of people get put off by the idea of selling and pushing things on people. No one wants to feel disingenuous or pushy. Well, good news! Copywriting Is About Connecting, Not Selling First, that's not what … [Read more...]
New Meta Ad Changes Copywriters Need to Know About
If you write Meta ads for clients (which you should really consider because it’s a highly sought-after service), you know that Meta likes to keep you on your toes. Know the Rules Around Copy for Meta Ads First of all, Meta already has some pretty strict rules about what can and can’t go into its ads. You can't target people by calling out personal attributes (“As a … [Read more...]
Lessons Learned From Copywriting for Solopreneurs
Last week, I wrote about some of the things I’ve learned from writing for multibillion-dollar companies including Hasbro, T.J.Maxx, Reebok, TripAdvisor, and more. This week, we’re going to look at the other end of the spectrum: The lessons I’ve learned from writing for one-person companies. One-person business owners, or solopreneurs, are fascinating clients to work with. … [Read more...]
Lessons Learned From Copywriting for Multibillion-Dollar Companies
Over the course of my 20+ years as a copywriter, I’ve racked a pretty varied roster of clients—everything from one-person companies to multibillion-dollar global companies, and everything in between. When people ask about my background, I’ll often start off by mentioning the bigger, more well-known clients first, companies including T.J.Maxx, TripAdvisor, adidas, … [Read more...]
Should You Package Your Copywriting Services?
One of the keys to selling copywriting services—or selling anything, really—is to make it as easy as possible for a potential client to say yes. The more obvious you can make it that your solution is the best solution, the faster you’ll get them to hire you. The tricky thing is that many would-be clients aren’t entirely sure of exactly what they need. Or they may think they … [Read more...]
4 Pieces of Terrible Advice New Copywriters Get All the Time
Let’s start out today with a reminder: Just because someone is loud, doesn’t mean they’re right. Also, just because something is prevalent, doesn’t mean it’s correct. We can agree on those, right? Okay, good. Because today we’re going to bust some very prevalent myths and debunk some very popular pieces of advice. Why? Because not only are they wrong, but they’re actually … [Read more...]
5 Ways to Vastly Improve Your Pitches to Would-Be Copywriting Clients
Not only should you not be afraid of pitching would-be copywriting clients, but, in fact, they want you to pitch them. And, of course, we’ve also already covered how pitching is the only way to truly be in control of your business and your income and why “easier” ways of finding work (I’m looking at you, Upwork and Freelancer!) are actually the fast track to … [Read more...]