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Start & Run a Copywriting Business

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ISBN-13:
9781770408128
Einband:
EPUB
Seiten:
232
Autor:
Steve Slaunwhite
Serie:
Self-Counsel Press
eBook Typ:
Adobe Digital Editions
eBook Format:
XML
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
Beschreibung:

Preface xiii
1 Adventures in the Copywriting Business 1
A Great Home-Based Business Opportunity 2
What Is Copywriting? 3
Copywriting versus Other Types of Writing 4
Materials 4
Audience 5
Writing that sells 5
Style and structure 5
Grammar 6
Visuals 6
iii
The Demand for Good Copywriters 7
The Road to Success 8
You as a Self-Employed Copywriter 10
2 Is Having a Copywriting Business Right for Me? 13
Pros 14
Working from home 14
High income potential 14
Low start-up costs 15
Greater control over your work schedule 15
Plenty of work to go around 15
Working on creative, stimulating projects 16
Cons 16
Working from home 16
Lack of professional recognition 16
Uneven work flow 17
Deadline stress 17
No published writing credit 17
Your wrists, butt, waistline, and back 18
No regular paycheck 18
Financial stress in the first few years 18
A Day in the Life 19
3 Getting Started 25
Focus on a Goal 26
Are You Going to Start Part Time or Full Time? 27
Playing the Name Game 28
Business Cards and Letterhead 30
Planning Your Work Space 30
You Must Have a Computer 32
You Must Have Internet Access and an E-Mail Account 33
What Happens When the Phone Rings? 33
Start-Up Finances 38
iv Start & run a copywriting business
4 Building Your Book 43
What Is a Book? 43
What Samples Should I Include in My Portfolio? 45
Collecting Samples of Your Work 48
"But My Client Won't Send Me Samples of My Work" 48
Never Loan Your Original Samples 51
"But I Don't Have Any Writing Samples" 51
Volunteer writing for an association or charity 52
Help a small-business owner 52
Help a freelance designer 53
Write for your employer 53
Write articles for small publications and e-zines 53
Take a course 53
Create spec samples 54
Get a job as a copywriter 54
Try the sales letter idea 55
Don't forget your own marketing materials 55
Putting It Together 55
Creating an Online Portfolio 56
Why have an online portfolio? 57
Putting together your online portfolio 58
5 Identifying Target Markets 61
Start with What Brought You Here 62
Agency Side or Client Side 63
The Top Markets for Copywriting Services 64
Advertising agencies 64
Corporations 69
Direct Marketers 69
Charities and other nonprofit organizations 70
Professional associations 71
Contents v
Less Likely Markets - but Still Prospects 72
Small businesses 72
Governments 73
6 How to Get Clients 75
Creating a Successful Prospecting Plan 76
Sales letters 78
Postcards and other self-mailers 80
Cold calls 80
Advertising 85
Articles 86
Speaking 88
Networking 90
What's your prospecting personality? 91
Creating the Perfect Fulfillment Plan 93
How to get clients to say nice things about you -
in writing 96
Creating an Effective Keep-in-Touch Plan 98
Ten ways to stay in touch with prospects 99
Remember, Each Assignment Earns the Next 100
7 The Fine Art of Quoting 101
Develop a Fee Schedule 102
Hourly Rate or Fixed Fee? 103
Factors to Consider when Quoting Assignments 108
Meetings 109
The deadline 109
Type of industry 110
The technical complexity of the project 110
Is your client an agency or a design firm? 111
Size of client 111
Type of project 111
Negotiating Your Fee 112
Confirming the Sale 113
vi Start & run a copywriting business
8 How to Write Copy Your Clients Will Love 117
Three Questions to Ask before You Write 118
1. Ask: "What is the goal?" 118
2. Ask: "What's in it for the reader?" 118
3. Ask: "What do I want the reader to do?" 119
Unlocking the Secrets of Great Copy 119
Gain attention 120
Be better than the competition 126
Talk benefits 127
Support your claims with specifics 128
Use endorsements 128
Reduce the risk 129
Include a call to action 130
Specialized Copywriting Tasks 131
Writing for the Web 131
Writing "long copy" sales letters 132
Writing for the B2B market 134
The Best Way to Improve Your Copywriting 136
9 How to Complete Common Copywriting Tasks 139
Brochures and Other Sales Literature 140
Advertising 142
Direct Mail 142
Websites 144
E-Mail Marketing 145
Microsites 146
Case Studies 149
Newsletters and E-Zines 149
Press/Media Materials 152
Audio/Visual, CD-ROMs, Video, and Multimedia 153
Fundraising Letters 154
Keeping Your Skills Sharp 155
Contents vii
10 Managing Your Work, Time, and Money 157
From Start to Finish: How to Complete a Copywriting
Assignment 158
Collect 159
Organize 167
Draft 168
Edit 169
Submitting the Assignment 170
Handling Requests for Revisions 172
Scheduling Your Time 173
Tips for Improving Your Productivity 174
Keep regular hours 174
Write during your power hours 175
Stay seated 175
Separate work from home 176
Invest in productivity-boosting ideas 176
Minimize time spent on non-billable tasks 177
Stay organized 177
Watch the Money 178
Sending invoices 178
Getting paid 181
Keeping good books 181
Some Final Advice 183
11 Troubleshooting Guide 185
Proven Solutions to Common Problems 186
"HELP! My client complains my quote is too high!" 186
"HELP! I have more work than I can handle!" 187
"HELP! My client has given me an impossible deadline!" 189
"HELP! I don't have any assignments!" 189
"HELP! A client won't pay my invoice!" 190
"HELP! My client hates my copy!" 191
"HELP! I can't stay motivated!" 194
viii Start & run a copywriting business
"HELP! I have to back out of an assignment!" 195
"HELP! The client I'm working with is a jerk!" 196
"HELP! I can't get all the information I need from
my client to complete the job!" 196
"HELP! My client wants a teleconference. What the
heck is that?" 197
"HELP! My client wants me to do more work
than I bargained for." 199
Warning Signs 200
BEWARE! Small agencies and design firms 200
BEWARE! Entrepreneurial startups 201
BEWARE! New product launches 201
BEWARE! Clients who want a cheap price in return for
the promise of future work 202
BEWARE! Assignments with no set deadline 203
BEWARE! Large approval committees 203
BEWARE! Handshake agreements 204
BEWARE! Signing confidentiality agreements that limit
your ability to freely market your services 204
BEWARE! Disreputable marketers 206
12 Advice from the Pros: Three Famous Freelancers
Tell Their Stories 207
Donna Baier Stein 207
Bob Bly 210
Ivan Levison 214
Contents ix
Checklists
1 Is a freelance copywriting business right for me? 23
2 Ideal materials to include in your book 46
3 Other materials you can include in your book 47
Samples
1 Copywriter's office setup 34
2 Start-up budget 40
3 Letter for getting samples of your work from clients 50
4 Lead-generating sales letter (Targeted at ad agencies and
design firms) 81
5 Prospecting tracking form 87
6 Getting more mileage from your articles 89
7 Cultivating referrals 92
8 Request for feedback 97
9 Fee schedule 104
10 Quotation/agreement 114
11 34 ways to write a headline 122
12 Five-Point strategy for understanding any B2B product 137
13 Tips for writing e-mail messages and landing pages 147
14 The case study writing sequence 150
15 Five tips for writing a fundraising letter 156
16 How to prepare for a copywriting assignment 161
17 Product master sheet 164
18 Submitting an assignment 171
19 Invoice 180
20 Friendly reminder letter 182
Table
1 Comparison of agency side versus client side 65
Corporations and agencies outsource most of their copywriting and need copywriters more than ever today--including for Internet marketing. Most copywriters cannot keep up with the demand for their services, and many make between $50,000 and $150,000. Start & Run a Copywriting Business is your essential guide to getting started and prospering in an industry that offers subst

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