July 31st, 2007 by Kelly
I was fortunate to spend Saturday listening to Pulitzer prize winning writer Tom Hallman talk about narrative writing. Hallman is a reporter in Oregon and his stories have appeared in Readers Digest and Esquire. He also has a regular column in Quill magazine. He has a published book AND one of his stories was made into a movie!
I took this narrative writing workshop not to learn how to write stories, but in an attempt to strengthen that part of my writing. Most of the people at the workshop were reporters at various papers in the region so I was not learning with other marketers, which was fun. As I listened to Tom’s advice I tried to integrate the needs of reporting facts versus the needs of writing copy and apply it selling.
There are several similarities that I am going to share with you.
Narrative writing is about telling a story. It is strengthened when you use emotion.
Your copy can be strengthened by incorporating storytelling techniques and talking to people’s emotions, rather than purely talking about features and facts.
Tom tells us that “Capturing the feeeeeeling of the reader is universal.” What are you feeling when you hear the story you are telling?
Tom always asks himself repeatedly “What is the REAL story here? What’s the perfect story?”
In copywriting we ask, What is the REAL story here? What am I selling?
Narrative writing: Write in 3 sentences “This story is about”.
In copywriting: We ask in one sentence ”This product is about” (your elevator pitch).
We talked about good words to end a sentence on. “That” is not one of them 
Finally, a great tip for all of us… all of your quotes need to move the story forward. Don’t just use them because you can or you should. Quotes are much more powerful when they take you somewhere
July 25th, 2007 by Kelly
If you are at all interested in building a client base, in creating an atmosphere of trust with prospects, in creating a system that enables you to consistently have a list of prospects that are interested in your services, and want to get to know more about you and what you stand for – there is one thing you HAVE to have on your web site:
A big button or box (that stands out) that asks visitors if they would like to hear from you again.
Now I know a lot of you reading this have your own web site. You may have a web site that is just there as an online brochure. You may have a web site that is there to give basic information about yourself and that’s it.
And that’s fine if you want your business to stay exactly where it is. That’s fine if you are not interested in building an ongoing relationship with prospects. That’s fine if you’re not interested in easily attracting clients and repeat purchasers that refer you to others, and give you their permission to keep talking to them.
Happy Copywriting!
Kelly Robbins
www.TheCopywritingInstitute.com
July 18th, 2007 by Terri
Get a copy of the National Inquirer and look through their headlines. They are perfectly done! They grab attention, get you curious, have you read more… yes perfectly done.
In fact get 10 copies and create a swipe file of their best ones that you can modify for your writing!
Happy Copywriting!
Terri Levine
www.TheCopywritingInstitute.com
July 12th, 2007 by Kelly
Many copywriters write articles for clients (and themselves). These articles are usually educational in nature and grab the readers attention by the very nature of the topic itself.
For example, a hospital client of mine hired me to write several articles to published in several community locations like day care centers and the local recreation center.
We chose topics like “how to keep your kids healthy during the flu season” and “trick or treating the safe way”.
The hospital did not hire me to write about these things for the goodness of thier heart. My job was to take these timely health topics and tie them back into the hospital in some way - to promote one of their services.
So how does safe trick or treating tie back into a hospital? Tips on when to take your kid to the ER.
Every single article I wrote, and that you write for a client, needs to tie back into selling something for that client. You can’t just choose topics because they are interesting. YOUR job as the writer is to tie the topic back to your client while still grabing the readers attention with the timely educational information.
What are some examples of tough writing situations you’ve had? Have you ever had a client hire you to write about something and you couldn’t tie it back in to their services?
July 11th, 2007 by Terri
I shared this exercise with a group recently and they felt it had great value in assisting them to write better copy. The purpose is to have the clients you are writing copy for, complete this exercise so you have what you need to write stellar copy.
1. They need to write down 5-10 features of their business.
A feature is what their service or product does.
2. They need to write down 5-10 benefits of their products/services.
A benefit is what the service or product does for the user.
3. They need to write at least 5 types of people that can use the benefits of the product/service.
People who will get value from using their services/products.
Interview them to be even more specific and to give you clarity.
Copywriters who use this system write worldclass copy!
Terri Levine, PhD, MCC
www.TheCopywritingInstitute.com
July 10th, 2007 by Kelly
There are a group of 15 or so copywriters getting together in the Denver area Wednesday, July 11th in LODO at the Wazee Supper Club.
We are getting together to talk, have some drinks and appetizers, and share ideas and stories. Get to know each other. I have a job offer from a company looking to hire a copywriter I’m bringing, and I’m sure others have things they’d like to share as well.
If you’re in the area and would like to join us drop me a note at Kelly@TheCopywritingInstitute.com. I’ll send you the details.
If you can’t make it tomorrow but would like to be added to my local copywriters list (there’s about 30 of us now) I can update you when we are going to get together again.
If you’d like to meet with other copywriters in your area and start a group of your own, sign up through The Networking Club at The Copywriting Institute. You just put your name out there, do a little bit of networking, and the copywriters come. There’s a need for us to get to know each other.
You can check it out at http://thecopywritinginstitute.com/CWInetworking.html
Happy Copywriting!
Kelly
July 8th, 2007 by Kelly
Google has a new tool to help marketers get the most our of their website. The google website optimizer is in the beta testing stage and is free.
www.google.com/websiteoptimizer
This tool is still in the beta testing stages, but lets you test different copy and graphics to see which gets more visitor conversions. Testing is an important part of marketing — and what a unique opportunity for small businesses (or large) to be able to test (and play) with different pages to see what works best for your business.
The site is very easy to use and has an informative demo and quick start guide.
I don’t know if this service will remain free, so if it sounds interesting I recommend you check it out while it’s still in the beta stage.
July 6th, 2007 by Terri
You have decided to join one of the most lucrative professions and are ready to begin freelance copywriting. Now you wonder how do you get clients fast.
First, you must tell everyone you know about your new career. Even though they might not be candidates to hire you, they may know others to refer you to.
Have business cards printed and give them out freely.
Join a copywriting community to learn from experienced copywriters. (like the one at www.TheCopywritingInstitute.com)
Be willing to write copy for a bit less money at first just so you can begin to compile a portfolio of your work.
Network with other freelance copywriters and share with them and learn from them. (at www.TheCopywritingInstitute.com)
Connect with local marketing firms as some of them do hire freelance copywriters.
Go to local businesses and build relationships with them and leave them with a flyer.
Connect with on-line services like Elance.com to begin to have projects under your belt.
There you go!
Happy copywriting!
Terri Levine
www.TheCopywritingInstitute.com