Tag Archive for marketing

What A Copywriter Does

December 26, 2023 Robert Schwarztrauber Uncategorized No comments

What A Copywriter Does

It’s career day here at the WriteForWealthClub.

And I’m happy to report…The Future Looks Bright for New Copywriters!

Today, let’s explore all the questions we get about what a copywriter does.

Read right through ’til the end where I’ll give you my top pick for the brightest field of commerce, where you can potentially make the biggest bucks – as a copywriter.

Let’s start from the beginning…

Copywriters are professional writers, who create marketing materials like ads, websites, emails, brochures, videos, and more to promote brands, products, or services. Their goal is to craft compelling messaging that persuade consumers to take action. Action to buy something. Join something. Request more information. Or in some other way engage with the merchant and move closer to making some current or future monetary exchange.

(And by the way when I say “professional writer” it just means –they get paid -to write)

Copywriters come up with eye-catching headlines, impactful slogans, and persuasive language that resonates with, motivates, and inspires target audiences to buy. They get to flex their creative writing muscles to connect with customers and drive results for businesses.

Truth be told though, being “creative” is often the kiss of death for copywriters. More accurately, they follow proven, time-tested techniques which cause the readers to react in certain well known ways. The most “creative” and successful copywriters find new ways to use proven startegies in a slightly different way.

How Much Do Copywriters Get Paid?

Copywriting salaries can vary significantly based on:

– Experience level – More experienced copywriters earn $50,000-$75,000+

– Client type – Big brands pay more than small business and nonprofits

– Full-time vs freelance – Freelancers can charge $75-$150 per hour

– Work Location – Jobs in major cities tend to pay more

– Project scope – Large national multi-part campaigns pay more than regional projects

In general though, full-time copywriters can expect to earn $40,000-$100,000 annually. Skilled copywriters are in high demand right now, so there is even greater earning potential.

How Do I Find My First Copywriting Job?

Copywriting jobs aren’t always publicly advertised, so here are some proactive tips to help you land that crucial first gig:

– Build a portfolio with writing samples like ads and emails
– Network and connect with marketing and creative professionals
– Seek internship opportunities at agencies and brands
– Persistently apply to desired employers with customized pitches
– Offer pro bono work for nonprofits to get experience
– Develop an online personal brand and share your work
– Complete a formal certification in content marketing or SEO copywriting

Showcasing your skills and drive is a key component to launching your copywriting career.

Copywriting Education and Certification Programs

You can get trained through:

– College marketing or communications degrees
– Accelerated portfolio schools like Miami Ad School
– Affordable online courses on sites like Coursera and LinkedIn Learning
– Content marketing certificates from the Content Marketing Institute
– Short 1-2 day copywriting workshops

Self-study through books and practice is budget-friendly and highly recommended. Be sure to read this post where I show you the Top 10 Books Aspiring Copywriters Must Read.

Formal instruction can also help to boost your skills and confidence significantly. But unlike doctors, lawyers and other so called, “professionals”, a formal, degreed-education is not a requirement for becoming a copywriter. (though copywriters can often earn more per year that these degreed “professionals” – and without all the headaches, time sacrifices and legal liabilities.)

Helpful Resources for Learning Copywriting

Here are some great websites to check out for information on learning copywriting and finding copywriting jobs or even freelance work:

Copyblogger – Has an entire section dedicated to copywriting training, with how-to guides, podcasts, and more. Lots of advice on getting started.
The Write Life – A valuable resource for aspiring freelance writers of all kinds. Copywriting section features expert tips and job board.
Contently – Platform for hiring freelance creatives. Their blog shares writing samples and advice for copywriters looking to take on clients.
AWAI – American Writers and Artists Inc. Provides a range of distance learning programs and certifications specifically for direct response copywriting.
Crowdspring – Creative job marketplace good for finding copywriting gigs. Can browse client listings and submit proposals.
ProBlogger – Popular site with job board featuring copywriting opportunities from brands and agencies.
Copypress – Online community and resource hub for copywriters. Listings for classes, tools, examples, and more.
Digital Marketing Institute – Details their content marketing certification program and other copywriting course offerings.
WriteForWealthClub -Tips, tools, techniques and other resources for aspiring and professional writers.

These websites offer invaluable copywriting tips, training, portfolio samples, and job boards to help beginners quickly launch their copywriting careers.

What’s The Future Job Outlook for Copywriters?

The job outlook for copywriters over the next 10 years is very strong. Digital marketing growth, video marketing expansion, and increased need for custom content will continue drive demand up. Desite gloom and doom theories about how AI will make copywriters all but useless.

As technology evolves quickly, skilled copywriters will continue to be essential for articulating complex ideas in human, emotional, “feeling” ways. Retiring baby boomer writers will also open up many more opportunities.

Demand is on the rise. But finding your spot may not be so easy.

Copywriter internet forums and groups number well into the 5 digits. People who are constantly asking about where to find work and gigs. The competition for each spot may be fierce. The best opportunities will go to those who can demonstrate their writing abilities, knowledge of human buyer psychology, and speed – These are the copywriters most likely to succeed.

This is why it is important to not only know ABOUT copywriting, but to know about the technology and tools which will help you do the job both faster and better.

The Copywriter’s Persuasion Tool Kit is one technology successful marketers are choosing – to get both a graphical overview of the process of creating winning ads – and for finding out which exact words pack the biggest emotional punch or motivation when talking to prospects in their particular advertising niche.

Tech & Software – Big Money Opportunities for Copywriters

Tech and software offer huge upside potential for high-paying copywriting roles. Rapid industry growth, complex products needing clear explanation, and the constant demand for new content needs – make tech a prime sector for new copywriters to pursue

Salaries for experienced tech copywriters can exceed $100k annually. Having some foundational knowledge of software or AI becomes a coveted skillset for these copywriters..

In Conclusion:

Choosing to become a copywriter opens up many exciting income and creative opportunities. Companies of all kinds need strong writers who can translate complex messages into compelling content which converts audiences. aka – gets them to take out their wallet and buy! Preferably, over and over again!

The job outlook for all copywriters remains very robust, but especially in high-demand fields like technology. And the wide range of education paths makes this an accessible career for beginners to enter.

For new graduates or those looking to switch professions, copywriting leverages creativity and writing ability into a meaningful and financially-rewarding roles. The ability to continually learn new skills and specialties keeps the job interesting as marketing evolves.

Whether pursuing copywriting full-time or as a freelance side gig, this career taps into imagination and language skills to deliver value. If you think you have what it takes to be a talented storyteller and persuasive communicator, copywriting could be the ideal career path for you.

Schools out now, at least for today.

It’s time to stop learning, and start doing!

What do you feel your next move will be?

A good place to start for a great overview of this work, copywriting practice templates, and special reports to help you get gigs fast, and more, is The Copywriter’s Persuasion Toolkit.

How else can I help you?

– Robert Schwarztrauber

Headlines: Scare Them or Tease Them?

December 20, 2023 Robert Schwarztrauber Uncategorized No comments

Playing on Fear and Greed: The Fine Line Between Persuasive and Manipulative Headlines

Ever wonder what captures attention best in headlines?

Wonder what forces prompt action in your favor after you’ve gained that attention?

Today, let’s discuss two powerful forces commonly used in marketing which drive people to do what they do.

Which in our case, is buy something!

Today’s topic is the two powerful psychological human motivators of FEAR (of loss or danger) and GAIN (of some desired prize).

Why Fear and Greed Work

Loss aversion is a powerful bias – people are far more motivated to avoid losing something than gaining something equivalent. Fear of loss is a very strong influencer.

Fear appeals can effectively capture attention by sounding urgent and threatening. Our human biology is hardwired to alert us to signs of danger. However, extreme fear can backfire and cause the message to be rejected or ignored. Moderate fear tends to work best.

The famous headline, “What NEVER to Eat on an Airplane” by Marty Edelston of Boardroom Inc., was the most opened piece of mail sent by Boardroom for over 3 years.

Marty effectively used people’s fear of eating the wrong thing and becoming sick to get his envelopes opened. Curiousity was a major player here too. Both for health reasons and their ego, people fear doing the “wrong” thing.

Gains claims need to seem achievable, yet meaningful enough to be worth the reader’s effort/investment. If too good to be true, gain claims can breed skepticism.

Marketing expert Dan Kennedy effectively used, “The Secret of Making People Like You” to entice readers. There is a promise of gain which is hidden behind some “secret”. Here, Dan piques curiousity with that powerful word “secret” while offering a desired gain.

While a headline such as, “Lose thirty pounds in just one week” would raise significant skepticism. And probably inspire a lawsuit or undesireable government action. Beware.

Claims of gain work best when backed up by true testimonials or scientific proof.

The Power in Each

Psychology studies and marketing tests both strongly suggest that loss/fear is the stronger short-term motivator, while gain keeps people more consistently engaged long-term.

The Ethical Line

These two mechanisms walk an ethical line if they manipulate readers or obscure lack of real value. Respected brands focus first on creating outstanding value and meaning for customers in ethical ways. Psychology plays a role but should support value, not replace it.

Best results are acheived when you keep the focus on serving over “getting” or manipulating people with baseless claims.

Creating Effective Headlines

Gain-Driven:

Focus on benefits.
Use positive action words like “discover”.
Offer solutions to frustrations.
Inspire curiosity.

Fear-Driven:

Consider risks/costs of inaction.
Use caution with strong fear appeals.
Play to loss aversion, but don’t exaggerate or manipulate.

For a list of the best 40 words to use which inspire action, refer back to this article on famed copywriter, the great Drayton Bird:

https://writeforwealthclub.com/40-magic-words-that-make-money/

Aim to deliver honest value and respect for your readers above all else. Psychology can help, but the most sustainable marketing builds trust through integrity.

This article is by no means complete instruction on attention getting or producing actionable copy, but simply a comparison of two powerful forces which are often used by copywriters and marketers in their advertising. We’ll talk more about other effective headline and copy tactics in future posts.

But here’s the thing. Knowing all the strategies and tactics of good headines and copy will still produce poor results unless you are speaking directly to the emotional concerns of your specific audience.

The Copywriter’s Persuasion Toolkit is one of the best tools around for peering deep into your specific propect’s mind and soul. For uncovering their SPECIFIC concerns, buyer hotbuttons, and addressing the real, driving reasons behind why they will buy.

Do you have your Toolkit yet?

Are you using it to speed up your workflow, or to increase your open rates, or sales?

It’s a very modest investment that, if used, could fund a lot of steak dinners for you and your family.

No risk to try it. If you think it sucks, simply ask for your money back. You would be the first though!

Fear of Loss and Desire for Gain.

Try to work these powerful psychological factors of fear of loss, or desire for gain into your next promotion.

-Robert Schwarztrauber

P.S. The Copywriter’s Persuasion Toolkit as of now, is still available at the Beta testing pricepoint. But I expect it won’t be for much longer as word of it’s appeal spreads. This might be a good time to claim your copy. Or don’t. Just know that you’ll be competing then with copywriters who are using it. And they’ll have a distinct advantage. It’s up to you, I”ll sleep easy regardless of your decision.

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