Whether it’s the email formula that will “10x your sales” or the subject line that will “double your open rates,” there’s–unfortunately–a copywriting template for pretty much anything these days. But is pressing the easy button going to deliver excellent results for your client? Tune in as Nicki and Kate talk (ahem, rage) about why you shouldn’t undermine your own skills and … [Read more...]
Episode 153: How to Write Powerful Copy (Even When the Product or Service Isn’t Interesting)
As a copywriter, you get to write for a whole range of different brands and industries (especially when you follow our "no niche" advice). And while you might get your fair share of exciting projects writing about exotic travel, luxury products, and delicious food, other topics may seem a little more…dull. We get it–it may seem hard to convince someone that a tractor … [Read more...]
BONUS – Laser Coaching: Identifying the Deep Benefit for Artwork
The benefit to the consumer is the number one thing a copywriter has to keep in mind while writing. For some things, like artwork, it can feel a little bit less concrete. CCA student Shelby is looking to write copy for art and creative writing clients but is having trouble identifying what the deep benefit is. In today's Laser Coaching session, Nicki and Kate discuss how each … [Read more...]
Episode 145: Catchy Hook or Clickbait? How to Tell the Difference
There’s nothing worse than scrolling online and coming across a headline that you simply have to click—only to discover you’ve been completely misled and won’t be getting the answers you wanted. As a copywriter, how do you know if you’re writing effective hooks or if your copy falls into the dreaded clickbait category? In this episode, Nicki and Kate discuss the importance of … [Read more...]
Ep. 121: Writing a Call to Action that Maximizes Engagement
If you haven’t yet, you’ll probably see “CTA” all over creative briefs and project outlines. CTA stands for “call to action” and refers to the copy you use to tell the reader what you want them to do next. You need to give your audience a next step to take. (We’re writing the copy for a reason, right? We want the reader to buy the hand towel, sign up for the … [Read more...]
Copywriting Tips for Creating Ideas and Concepts That Stick
Every copywriter wants their ideas to resonate with the intended audience. But what makes some ideas resonate and leave a lasting impression? And what makes other ideas completely ineffective? As brothers Chip and Dan Heath say in Made to Stick: Why Some Ideas Survive and Others Die, "you want to invent new ideas, not new rules." So, they've created a playbook that offers a … [Read more...]
What Makes a Good Call to Action (CTA)?
As a copywriter, the pieces you write will almost always include a call to action, or CTA. A CTA is the action you want a user to take. So, if you’re writing an email and the goal is to get them to buy a certain product, it may mean linking the text “shop now,” or even working with the designer to put copy on a button or include small arrows/carrots (>>) next to the … [Read more...]
Laser Copy Coaching: Value-Based Pitches, English-Language Nuances, and About Pages
In this episode, three CCA students each sit down with Nicki and Kate to ask their most pressing questions. These 10-minute laser coaching sessions are designed to help students overcome their biggest roadblock so they can continue making progress on their goals. Cleoniki asks for feedback on some of her pitch emails, Angela talks about English-language nuances, and Jenn asks … [Read more...]
Do You Need to List Your Copywriting Services on Your Portfolio Site?
When you’re starting a new business, it feels important to get everything right. “Perfect,” even. (PSA: Perfect is not a thing. Give it up.) And, yes, especially with things like pitch letters and portfolio sites—and client work!—you most certainly do want to put your best foot forward. But sometimes wanting to “get it right” can lead us to overcomplicate things and try … [Read more...]
Keep This in Mind for Your Copywriting Business Name
One of the first things that trip up new copywriters as they’re getting started is naming their business. “How do I name my copywriting business? Should I use my name? Should I get a logo? Do I need to do a trademark search?” Let me make something very clear from the beginning: You do NOT need to name your business. I never have and many copywriters don’t. I, myself, write … [Read more...]