Silly shorts aside, in the video below Steve Jobs bares what he sees as the soul of Apple’s famous “Think Different” campaign just after it was written.

I’ll let you watch to hear what he says is the “why” behind it, but the sum of it is… a great product is so much more than its parts and the great appeal to a prospect is so much more than what we can see on the side of the box.

Take a look and then ask yourself… how does what he say here fit with what I’m selling and how I’m trying to sell it? And should it fit that way? Bottom line: was Steve right? Opinions welcome:

 

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Copywriting Secrets

Copywriting Secrets

startinglineI got a note from a reader who aspires to a copywriting career and wanted to know how best to get started. You can imagine, I get that question a lot. Here was my reply:

1) Keep on reading the Copywriter’s Roundtable!

2) Get some books on copywriting and study them. See the attached past issues.

3) Get on the mailing list of companies you think you could write for (your areas of interest and expertise).

4) Study those sales letters they send you too (the ones that make you want to buy, copy out by hand 3X).

5) Contact one of the companies (the marketing director or product manager, if you can find them).

6) Offer to write a sales letter “on spec” — which means they pay you if they like it.

7) Keep doing that until you have a portfolio of letters and some regular clients who hire you often.

Starting local is a good idea. Or can be. Businesses use sales letters and brochures to sell to other businesses (this is “B2B” copywriting) and then there’s the business to consumer market (“B2C”).

There’s also non-profit, but that can be a slow and less lucrative beginning. Better to get into that later, after honing your skills.

Look to the field you’re already working in, too. If you’ve been focusing on something in particular, you’re no doubt pretty knowledgeable about the products and the customers you service. Maybe enough that you could write marketing copy for that niche..

Of course, companies with information products, software companies, computer equipment companies, publishing companies… can all be good places to start.

You want to use each job as leverage to get your next assignment. And try to make each assignment that you get a little larger and more ambitious than the last.  

The more knowledge you get, start offering to give talks for companies and communities on how to use good copy to increase sales… and let people know, after the speech, that you’re a provider of those services.

 Find a good graphic designer (with direct mail experience, preferably) and form a “team” where you each try to bring in the other as part of new jobs. 

Again, you’re sure to have some hurdles in the beginning. And you need to expect to take at least six months to a year… maybe even just a little longer… to get good enough at this and established enough to make it a real career.

 Like anything worthwhile, you WILL need to put in the hours and be dedicated. But you can certainly learn how to do this, if you put in the time. 

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Confidence Copywriting Secrets Getting Clients

Improve Your Copywriting in 15 Steps (via http://www.jobcrusher.com)

Talented copywriters are able to motivate people to take action by purchasing goods or services through writing alone. You can ensure a higher conversion and click through rate simply by providing excellent copy. If your landing page is poorly written…

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Copywriting Secrets