Frequently Asked Questions
1) What is copywriting?
Copywriting is the art and mastery of using words to elicit a response.
A good copywriter knows how to write in a way that gets the reader to provide their email address for a newsletter, dial a 24-hour pre-recorded message, download a free report, or provide a credit card number to make a purchase, to name a few possible scenarios.
A good copywriter knows how to make the reader feel safe and comfortable providing personal or sensitive information. She knows how to trigger emotions that stir the reader to act.
A good copywriter looks at every angle of a proposition and addresses any reason the reader might hesitate or object to taking a particular action.
2) How will copywriting help me in my business?
Knowing just a few of the fundamentals of copywriting will help you get better results from your marketing efforts. Understanding the fundamentals of copywriting, and being able to write persuasively can help you build an email list, create a loyal following, and make more sales. The ability to write copy that sells allows you to print money at will.
3) How does one become a professional copywriter?
Unlike most traditional professions, there aren’t schools that offer degrees in copywriting. Most copywriters, especially those that have been around awhile, have learned by the seat of their pants in ad agencies through lots of trial and error.
There are many masters of copywriting whose headlines and tactics are still being used twenty and thirty years later because the response has been phenomenal, and the elements still work.
Many of them have written books that you can study. Some of them have websites where you can sign up for their newsletters. You can also attend events where they offer training.
Many professional copywriters have been trained through an organization inspired by Michael Masterson (aka Mark Ford), American Writers and Artists, Inc. This organization is designed to help professional freelance writers master the art of copywriting through various programs and courses.
Even if you are not interested in becoming a professional copywriter, you can take self study courses through this organization that can help you master various elements of copywriting.
4) What if I don’t want to be or hire a professional copywriter?
If you prefer not to hire a professional copywriter, it would behoove you to learn a few of the basics skills that will help expand and grow your business.
You can do this through reading and studying books on the subject, and subscribing to sites that teach the skills of copywriting.
Most newbie copywriters practice the daily habit of handwriting well-written copy, otherwise known as swipe copy, to absorb the subtle nuances of effective copy by repetition and osmosis. Albeit tedious, this is an excellent way to get in the flow and learn the rhythm of copy that inspires action.
At the very least it’s a great idea to save swipe copy in a file that you can reference as an example when you are ready to write.
5) What is a web content specialist?
A web content specialist is person who has expertise in writing for the Internet. The Internet is a special beast with specific tastes. It’s a different medium than direct mail, and requires a special skill set.
Web content specialists are trained to write in a way that grabs attention quickly, and keeps the reader on the page long enough to take action.
They know how to present and write copy in such away that guides the reader easily from one page to another in a website. And like copywriters, they know how to get the reader to take action and respond positively.
6) What is SEO?
SEO is an acronym for search engine optimization.
In a nutshell, SEO focuses on speaking the language of the people that may be looking for your product or service, and writing copy that matches what your reader will put in a search bar.
Optimizing your site, your articles or posts, and your videos for the search engines helps your reader find you.
7) Is SEO really that important?
Yes! It is. You can be the best at what you do, have a superior product, and provide exquisite service. If your readers can’t find you, all is for naught.
Utilizing SEO maximizes your effort so that your ideal clients can locate you quickly and easily. SEO also sets you a rung up from your competition, and if done well, can eliminate your competition completely.
8) How does one become an SEO expert?
The short answer? Lots of research, practice, trial and error, and testing, testing, testing!
Like copywriting, there isn’t a governing body that allows you to earn a degree in SEO. There are organizations that are endorsed by the industry where you can obtain certifications after extensive study and testing.
Whether you have letters and certifications behind your name or not, what matters is that you are getting results.
9) What is a marketing strategist?
A marketing strategist helps you target your ideal customer by creating the perfect message, using the right medium.
Every good marketing campaign has three key elements working together in harmony: 1) the right message, 2) to the right market, 3) via the right medium.
Marketing is staying in touch with your customers on a consistent basis, and giving them reason to turn to you, and only you, for their needs.
Regardless of what business you may be in, if you don’t have the proper marketing campaign in place, you may as well close your doors.
No marketing equals no business. Improper marketing is money wasted, and can mean the demise of your business.
10) I’m brand new. Where should I start?
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