Copywriting – Page 6 – Express Writers
SCHEDULE A CONSULTATION

Copywriting

The Secret of Writing Great Copy: Finding Your Vein of Gold

by
The Secret of Writing Great Copy: Finding Your Vein of Gold

Sometimes, copywriting feels like gold mining. To find even a few ounces of gold, you must move mountains of earth. The same thing goes for writing! When you sit down at your computer to write (whether it be a blog, page, copy), you tap out thousands of words–only to go back and sift through them all. You move some here, delete some hundred there, separating and refining them in search of that one valuable nugget, that one shiny sentence that makes the entire process exhilarating, rewarding, and worth it.  Not everyone has the time, patience, or skill to give the writing process the attention it deserves, however – just like not everyone has what it takes to strike it rich as a gold miner. Because writing well is a craft that takes so much attention and dedication, that only those who are willing to develop those things will earn rewards. The writers who are prepared to move the mountains of earth to find the richest vein, or put their heart into their writing until it turns to pure gold, are the ones who will ultimately succeed. The Secret of Writing Great Copy & Finding Your Vein of Gold There’s no shortcut to success, and this is as true with copywriting as it is with gold mining. Keep reading: I’m going to talk about how to find your “vein of gold” in online copywriting, and why truly great writing is the only type of writing worth doing this year. To be Great, You’ve Got to be Tough There’s a thin line between being excellent and being “good enough.” The great (and awful) thing about the web is that most content creators fall into the latter category. Hey, that was me, when I just started out in 2011-2012. I’ve since deleted a boatload of blogs from those days. I wasn’t tough on myself. I didn’t analyze every content piece, stressing over every sentence, perfecting every single H2. I wrote, edited, threw together a graphic, called it a content piece, scheduled it, got it “out.” Those days are long gone. And I’m so glad. The content creators that just want to be good enough, which truly means “get content out,” are like miners who refuse to invest in the right equipment, or won’t put in the long, hard hours in the sun. While this can be terrible for readers, who must slog through tons of mediocre content to reach the great material they deserve, it’s good news for content creators who are willing to go the extra mile. When nearly everything else is sub-par, standing out gets a bit easier. Remember: if striking gold were easy, everyone would be doing it. The reason so many people push out low-quality content is that that is infinitely simpler than writing thousands of words, sitting back, and then filtering it all down to that one sentence, that one thought that matters. At the end of the day, being great means being tough – in your edits of your writing, in your dedication to the craft, in your expectations of yourself, and in your commitment to blowing everything else out of the water. Sure, it’s harder than the alternative, but it’s the only approach that honors how crowded the web already is, and how important it is to add only quality material in the coming years. How else are you going to strike that vein that offers rewards beyond your wildest dreams? The Secret of Writing Great Copy: Being Willing to Walk Away from Your Work It sounds almost crazy, doesn’t it? “Write 5,000 words and then scrap 2,500 of them.” That seems like an exercise in futility. It seems like a Sisyphean task. Remember the gold miner, though? Remember how gold miners often have to move thousands of tons of earth to find a few ounces of gold? If you take mining for its surface value, it seems insane. Until, however, you realize that a few ounces of gold can be worth hundreds of thousands – even millions – of dollars. Then things start to make sense. In writing, as in gold mining, there’s no shortcut to success. You’ve got to bow your head to the work and be willing to do some of it in vain. While being great might be true that you’ll slash many of your hard-fought words from each piece you write, think of those words as the tons of earth you have to move to get to the good stuff. There’s no way around it, and you’re not going to find the material that glitters unless you’re willing to dig. While it can be tempting to think that everything you’ve written is gold, this is just hubris, and it won’t do anything to help you hone your skill. The Secret of Writing Great Copy: Narrowing Down to Your Best The gold of your writing is hiding beneath the dirt, and to access it you need to be able to recognize the work involved and commit to it. While it can be discouraging to write and re-write, the goal is to refine your content until you find the one sentence that matters, the one paragraph that gets your reader in the gut. Once you find it, start there. It’s your standard now for the entire piece. Your lamppost, your guideline. Make sure everything that follows is just as shiny and inspiring. Cut everything else out. Trim the fat. Remove everything that doesn’t bring something new to the table. If it’s just noise, you don’t have a right to publish it, and your readers shouldn’t be forced to wade through it. An Example of Trimming the Fat Content Block A It’s critical to look at everything that is nothing better than “wordy,” and cut, cut, cut that out. Your content must shine. It must be polished, to stand out in a sea of online content that keeps rising every day. Discover in your copy what’s poor, what’s not as good as the rest. Cut out everything that doesn’t matter. Trim the fat. Content Block B Cut out everything that doesn’t matter. Trim the fat. See what I did there? … Read more

3 Amazingly Simple Ways to Boost CTR and Increase ROI on Your Content

by
3 Amazingly Simple Ways to Boost CTR and Increase ROI on Your Content

Did you know that the average American will spend 42 hours this next year sitting in traffic? That’s almost two days’ worth of morning commutes, traffic jams, and rush hours spent sitting in the car, waiting for the vehicle in front of you to crawl ahead. Traffic on the highway and the byway is not the kind we typically enjoy. On the other hand, when it comes to content development and driving readers to your brand, traffic is the goal. We welcome, and work toward, a steady flow of visitors to our content who will engage with it, tell their friends, and send them over to check it out. Contrary to what we may have been taught, bringing more traffic to your site is not done by building links or even creating more content. It is accomplished through optimizing for organic search click-through rate, which can lead to a greater ROI. Let’s discuss. How to Increase ROI On Your Content: First, What is Measurable ROI for Content Marketing? How does a content marketer even begin to measure ROI (return on investment)? There are a few factors to consider. First, make an estimate of the outgoing costs for your content marketing; this can include employee pay, distribution costs (if any), and publishing or software use costs. Next, calculate how much revenue your marketing has brought in. Here is a simple equation to use when thinking about your return on investment (originally found in The Guardian): (Revenue Generated – Cost of Content Marketing) / Cost of Content Marketing = ROI. Another way to look at ROI is by understanding the return versus the investment. Return = leads, revenue, conversions, brand awareness Investment = cost of producing and sourcing content, time spent planning, advertising costs 3 Simple Ways to Boost CTR and Increase ROI on Your Content Marketing So, what are the best ways to boost organic CTR and increase ROI? And why does it matter? Jump in as I tackle these questions! 1. Create a Catchy, Authentic, Engaging Headline Clicking through on content is the reason we develop writing pieces in the first place—as writers and marketers, if no one is reading what we produce, what’s the point? Especially when you consider that most readers quickly scan headlines, and then move on without reading further. Only about 40% of readers will go beyond the headline in a typical story, which makes it even more important to start with an engaging title to pull the audience in and make them want to stay. If the goal is to invite readers in, then the headline is the welcome mat and cup of coffee—the message should be, “Come on in and sit down. I have something awesome to tell you”. What makes a good headline? Here are 8 key tips to get you started: 1. Start with a rough draft, also called a “working title” Working titles are specific, focused, and maybe a bit imperfect. Using phrases like “how to” and “x number of ways to” can be a good starting point for creating a focused title. Create an emotional hook by using words that have power behind them. 2. Present the truth Don’t put facts or promises in a title unless you can back it up with authoritative links and trustworthy statistics. Setting high expectations in the beginning, and then not following through, will disappoint your readers and encourage a sense of distrust. 3. Make it pop The type of “catch” you use in your title will depend on the audience you are addressing. A lighter topic can be an appropriate setting for witty words and alliteration, while stronger words should be reserved for specific settings. 4. Keep it simple Everyone’s headline is going to be different in length, but if your goal is to rank well in search, a good guideline is to keep a title under 70 characters. However, research has shown a title with eight words saw a 21% higher click-through rate then average. Headlines that included odd numbers, a hyphen, and a questions mark saw increased engagement. 5. Practice optimization for social and search It can be challenging to optimize for both search and social, but with a few tweaks, it can be done. With a focus on keywords that are relevant to your audience placed as close as possible to the beginning of the headline, there is a better chance your title will be optimized for both. 6. Break up with keyword-heavy titles If only four out of ten readers are moving past the headline to absorb content, it makes sense to put thought and time into developing a relevant title. Bogging titles down with keywords takes away the opportunity to create something fantastic and attractive. Try the free Headline Analyzer from CoSchedule, which will give your headline a score and rate the ability it has to drive traffic, shares, and SEO value. The site can help you strengthen weak parts of your title so you can present your audience with the very best welcome mat/coffee combination. 7. Get in with the “in” crowd One way to contribute to an increased CTR is by forming your headline from the perspective of one of these personas (Search Engine Journal): A SEO-focused title might read, “Raising Kids: Getting through the Toddler Years”, while the comedian version could be, “Got Mushy Brain? 3 Tips for Getting Through the Foggy Years of Raising a Toddler!” 8. Invite everyone over for the party No one wants to be left out, so gathering together all the components of an awesome title is the best way to be the content hostess with the most-est. Start with the specifics: 4 Ways to…, How to Make…, 5 Brands Who…, 10 Stats That… Add an emotional hook: Brilliant, Unreal, Must-Follow, Inspiring Follow with the content description: Infographic, Quotes, Stats, Strategies End with the subject: Social media, Kids, Marketing, Writing Examples of Fabulous Headlines: 4 Brilliant Brands Who are Killing it in Social Media                                                                           Don’t Waste Time Raising Well-Mannered Kids: … Read more

The Oxford Comma & Its Place In Your Web Content

by
The Oxford Comma & Its Place In Your Web Content

Who cares about an Oxford comma? Good question. You should, if you are in search of being a well-read online writer. While the Oxford comma may seem like a useless little piece of punctuation, this unique little comma has a major effect on the clarity of a sentence, and can either improve your online content or drive it into the ground depending on how you use it. How much does it matter to the content writer, and the readability of online content? Let’s dive in and talk about the Oxford comma in relation to online writing. What is the Oxford Comma, & Why is it Such a Big Deal? Oxford Dictionaries defines the Oxford comma as an optional comma that precedes the word and, and appears at the end of a list. It garners it’s name from being traditionally used by readers, editors and printers at Oxford University Press. It also goes by the nickname “serial comma.” This still from the Oxford Dictionaries “What is the Oxford Comma” YouTube video does an eloquent job at portraying the problem that could occur, should you omit the Oxford comma. (See the highlighted blue circle showing where the Oxford comma would go.) Without the comma, the characters in the still – President Obama and the Queen of England – become acrobats at the party. With the Oxford comma, the characters go back to being who they are, intact, all right in the world. (I like to say the Oxford comma saves lives, because there’s also this fun old quip: “Eat, Grandma!” vs. “Eat Grandma!” Telling Grandma to eat takes quite a turn, without the Oxford comma.) According to a 2014 poll that asked Americans in general about their feelings regarding the Oxford comma: 57% reported that they were for using it 43% would rather avoid it This is a pretty even split, and it provides some insight into why so few people can agree on the Oxford Comma’s place in online writing. Even though there are a few different schools of thought about how to use the Oxford comma, and where it’s appropriate, anyone familiar with professional writing (either on paper or online) knows that inconsistency looks improper. As such, it’s smart to develop a standard for how you’ll use the Oxford Comma in your online writing. In addition to being a good practice, learning to use the Oxford comma correctly can have a significant impact on the clarity of your writing. After all, the Oxford comma has the potential to change the meaning of a sentence completely – as we saw in the earlier image. Consider two more examples: “Angie went into the lake with her sister, a doctor and a hot-air-balloon enthusiast.” “Angie went into the lake with her sister, a doctor, and a hot-air-balloon enthusiast.” One simple comma can mean the difference between a three-person lake party with a doctor and a hot air balloon enthusiast, and a quality summer outing between sisters. So, learning to use the Oxford comma correctly is essential to ensure that your writing is saying what you want it to say, rather than running away with your purpose. But, Do You HAVE to Use It? Is the Oxford comma strictly required in writing? The answer, although I’ll probably debate you on it (;-)), is not at all! As a copywriter, you’ll find that some clients prefer it and that some could do without. Feel free to cater your style to the preferences and style guides of your clients. Certain brands may have uniform grammar rules that they appreciate and go by, and you want to stick within their voice and style. That’s fine. Beyond personal preference, there’s also a geographical norm to the Oxford comma. Once you start using it, you’ll find that it’s a pretty standard practice in the US, but far less common throughout the UK.  How to Use the Oxford Comma: 4 Tips to Remember While the Oxford comma is necessary, it can be confusing. Here’s a list of key ways to use it. 1. Always use the comma in long, complex lists. Example: “Alison went to the store and got caviar, cheese, crackers, soy sauce, Sprite, cookies, bread, and toenail clippers.” The Oxford comma in this sentence appears right before the last “and” and helps to simplify the pattern of the phrase. While it’s fine to omit the Oxford comma in a short list (“Alison went to the store and got cheese and crackers”) it helps to streamline longer lists and is essential in any online content that lists a variety of products, goods, or services, for example. 2. Use the serial comma in any sentence that needs additional clarification or could be confusing without it. In online content, using the Oxford comma is recommended in any piece that will be confusing without it. Because the Oxford comma helps to break up topics and keep the message clear for readers, it’s an essential way to keep mix-ups to a minimum and help your readers digest the essential meanings of your content. Here’s an example: “I had toast, eggs and cheese.” Without the Oxford comma, it sounds like you’re telling your friends, Eggs and Cheese, that you had toast for breakfast. “Great,” they think, and your readers are confused. To make it easier on everyone, insert the Oxford comma: “I had toast, eggs, and cheese.” For an example of how the Oxford comma (or lack of it) can create confusion, check out this Mental Floss infographic on the topic: 3. In online writing, use the comma before coordinating conjunctions that link independent clauses. Examples: “I went running, and saw a platypus.” “I sat at a coffee shop, and met the president.” Etc. The reason for this is simple, if you took the implicit “I” from the second sentence, it wouldn’t have a subject, which destroys its meaning and makes it grammatically incorrect. With this in mind, insert a serial comma to help it make sense. 4. Use the Oxford comma before the final item in any list of three or more This applies to all types of online writing: if you have a list … Read more

How To Transform Yourself Into A Creative Copywriter (Even If You Have Zero Creativity)

by
How To Transform Yourself Into A Creative Copywriter (Even If You Have Zero Creativity)

I remember when I first started out. I would read other people’s copy and just say to myself, “Wow!” I mean, they knew how to strike emotion inside me, get me to follow each word on the page (even if there was 5,000 of them), and they knew what I was thinking. More importantly, what I read was actually entertaining. I never pictured myself being as creative or having a keen sense for what the average Joe or Jane wanted to read. I shouldn’t have discredited myself though. We all must start somewhere and surprisingly, the best copywriters out there aren’t born; they’re made. These expert wordsmiths are doing so well because they are constantly improving and looking for ways to be a more creative copywriter. Taking what I’ve learned from those writing cowboys and gals, I’ve lassoed onto the insider tricks and figured out my own method for revamping myself into a creative, successful writer. How’d I do that? You Don’t Have To Be Naturally Creative To Be A Great Copywriter I know what you’re thinking reading that. You’re thinking I’m nuts. It’s true though. You don’t have to be some creative genius to churn out excellent copy. While it might take you a little longer, you just have to learn how to tap into your inner creative and let out what has been lying dormant inside of you forever. You have ideas in there somewhere — we all do. There’s plenty of ways to boost up your creativity capsule inside of yourself and give yourself a leg up on the competition. 4 Methods I Use To Boost My Creativity (& They Work) I’m going to share with you my four methods for boosting my creativity. Some of these may work for you, some may not. However, I promise just using one of these will already help inspire you for your next assignment. 1. Stop Comparing Yourself To Everyone Else The first thing you need to do is to stop comparing your writing to everyone else. You are your own person; therefore, your writing will take on its own personality just like you. That’s a good thing! If you try to emulate everyone else, you are stifling your inner creative and you don’t even know it. So, stop comparing yourself to everyone else and work on finding your own voice. Think about how you email friends and family, or even how you chat in person with someone. That is your voice that should be transferred to your work. Sure, you might have to quash a few things to meet the demands of the assignment, but when you’re guest blogging or writing a piece where you’re given full creative reign, your voice should be loud and clear. Cori Padgett at Copyblogger shared tips on how you could find your inner voice even if you’re stuck with a very specific assignment: Speak the language of your reader. Talking to business folk? Well, then you need to use business-level speak. Talking to college students? Slang and buzzwords could be your friend, “bro.” Know the reason you’re writing before you actually write. When you have purpose, you’ll naturally develop flow, and your “voice” is more natural too. Develop your own brand. Padgett uses words like “ya’ll” in text and “crikey” because they are branded to Padgett’s style of writing. 2. Want To Be A More Creative Writer? Read More Yes, you do have to read if you want to be a creative copywriter. Where do you think writers get their inspiration and outrageous ideas? From reading! Mike Hanski at The Huffington Post states that reading is cool again, and I totally agree. Despite the fact that you’ll look super awesome at Starbucks reading with your pumpkin spice latte (or is that just me?), you are also doing your creative mind a favor. Reading gives you new knowledge. I personally soak up every type of book I can find. I’m a sucker for self-help and dystopian books though. I’m also open to reading all sorts of books, including non-fiction. As a copywriter, you need to be open to read almost anything. Doing so helps you learn from genius wordslingers, but also helps you grasp the understanding of language and how effective writing works. The vaster your reading library is, the more creative you will be. I have taken inspiration from my favorite books to create spin-off blogs and articles. Such as financial lessons inspired by Game of Thrones or relationship no-no’s taken from Pride and Prejudice to spinning advertisements to attract the Harry Potter crowd. One of the biggest benefits I’ve received from reading is the vocabulary. You wouldn’t believe all the odd words that are out there and when you branch out with reading, you’re exposed to the different ways to use those words that are hidden in the English language. I almost find myself giddy to run over to my computer the next day and find a way to inject that word into my latest work. Regardless of how you utilize what you read, you must read more. 3. Give Your Brain Some Time Off Brain breaks are a must for any writer. Not only will they help you avoid the dreaded writer’s block, but they are a necessity so that you don’t become a typing drone that stares blankly at the computer screen while your hands go haywire on the keyboard. I’ve been there… I personally walk away from my desk throughout the day. Granted, I have kids tugging me away more than I would like, but in the end, they are doing me a favor. By forcing myself up from the desk, I walk away and my mind has time to think, chew on some details, and churn out something fun when I return later. I get inspiration from everyday things — right down to mixing up baby oatmeal and cutting my daughter’s hotdogs in the required lengthwise method (because cutting them in circles somehow makes them taste “different”). … Read more

How to Write a Sensational Call-to-Action to Boost Your Content Clicks & Revenue

by
How to Write a Sensational Call-to-Action to Boost Your Content Clicks & Revenue

Every good writer knows that there are few lines more important to the inbound content creation process than the call-to-action, or CTA. A CTA motivates a visitor to take immediate action by saying things like “Click here to learn more,” “subscribe to our email list for daily updates,” or even, “buy the product you’re reading about here.” Essentially, a CTA tells the audience what it should be doing next, which serves the incredibly important marketing purpose of increasing conversion rates and boosting sale numbers. For the content marketer or copywriter there are few skills quite so important as learning to craft a strong, compelling CTA. Today, we’re here to help you learn how to write a CTA that will boost the ROI of your online content, beyond a doubt. Ready? Why You Need to Worry about How to Write a CTA I don’t need a call-to-action if my content is really good, right? This is a fallible fallacy that I believed once. Would you believe it? Yes, I debated marketers and said once that good content can stand by itself. Then, after a great conversation with Guillaume from Scoop.it, I created some CTAs and I saw more readers click, follow through and visit my services page. You do need to nudge your visitors to action! Unfortunately, that will remain the truth. Do not, do not make the same mistakes I did. To prove why CTAs are so efficient, check this out: Over 90% of visitors who read your headline will actually read your CTA, as well. (Unbounce) Emails with an non-convoluted single call-to-action received an increase of 371% in clicks, and in sales, a whopping 1617%. (WordStream) Adding a CTA to your Facebook business or public figure page can increase your CTR rate by 285%. (AdRoll) Marketer Kimberly Snyder increased conversions by 144% by making her visitors watch an informational video on her services before giving them a CTA. (QuickSprout) Finally, ready for this one? From Grow & Convert: There you go. Without a doubt–CTAs are crucial to the growth, ROI, and value of your online content. Now, let’s talk about how to create them! Defining What Makes Up a CTA Think about the time you spend cruising the web every day. Maybe you read a few blogs, subscribe to an online journal or two or do a bit of shopping. Now, think about how often you see a pop-up window of some type that implores you to please “buy now!” “subscribe!” “sign up!” or “click here.” These are CTAs. A CTA serves the purpose of directing a business’s customers to their next step and helping the business enjoy increased conversion rates and more sales. CTAs are an important marketing tool and can be found in everything from website landing pages to television commercials. But what makes a CTA actually work? Inspire people to take that action of clicking through? The answer may surprise you: there’s a real psychology behind it all. The Inner Psychology Behind Why a CTA Works In addition to serving a marketing purpose, a good CTA serves the distinct psychological purpose of drawing upon people’s desire to act immediately. Because of the sense of urgency in a CTA, people are much more likely to take a specific action than they would have been had there been no CTA to give them a specific and definable nudge in the right direction. This nudge works, because humans aren’t often eager to take action if left to ourselves. This is not to say that we lack the ability to dress ourselves and decide what we want to eat for lunch but that, when it comes to larger decisions, we often need help to determine which direction we will take. This is called perceptual set theory in psychological speak. Perceptual set theory: the theory that our human mind perceives the world around it in a three-fold process, that helps discern, develop expectation, create drive and motivation. This is why we often consult our friends and loved ones for advice in the event of large decisions or purchases. A CTA caters to this need for validation and direction in a somewhat subdued way. Because people expect a nudge from the company or product with which they are flirting, the CTA is both expected and effective at encouraging a desired outcome. 7 Key Fundamentals You Need to Know to Write an Awesome CTA 1) Be Short, Sweet, Direct A CTA is not a platform for the long-winded discussion of benefits or “here are the top 10 reasons you should click here” explanations. Tell your visitors what you want them to do and leave it at that. Utilize strong command verbs like “download” “submit” or “subscribe” and avoid wishy-washy words that convey a sense of uncertainty, such as “try” or “see.” When it comes to marketing, people want direction and the entire purpose of a CTA is to tell them what to do next. Don’t be afraid to be direct. 2) Write In First-Person This simple trick goes a long way. Michael Aagard of Content Verve saw a tremendous 90% increase in clicks by simply using first-person in their CTA content: “Start my free 30 day trial” vs. “Start your free 30 day trial.” When your reader clicks the button, they’re claiming a benefit for them–and writing in first person solidifies that positive feeling. 3) Use CTAs Throughout Your Content, Not Just Once HubSpot discovered that anchor text CTAs increased their conversion rates by 121%. What’s more, between 47 – 93% of incoming leads from a post came only from anchor text CTAs: and 83% to 93% of all leads from a post came from anchor text AND internal link CTAs. Don’t just stop with a CTA at the bottom of your content: incorporate a few well-worded call to actions throughout your content. Example: if I was writing a tip about creating great meta content, I might link to a useful blog on our site about meta content for additional reading, or straight to our meta content writing services to catch service inquiries from interested leads. 4) Give Readers Something Valuable In order for a CTA to be effective, it needs to convey a sense of value and VIP-like inclusion. … Read more

How to be a Creative Copywriter: 5 Unique Tips From Inside the Industry

by
How to be a Creative Copywriter: 5 Unique Tips From Inside the Industry

I got my degree in Literature. In school, my days were spent waxing poetic about Russian authors and attempting casual leans with boys in skinny jeans and black turtleneck sweaters. It’s understandable, then, that when I graduated and became a full-time copywriter, I got some raised eyebrows from the Foucault-worshipers of my alma matter. I’ve actually had some of my art-school friends tell me, in no uncertain terms, that being a copywriter is “selling out,” and that it’s certainly a “disappointing waste of creativity.” I, however, respectfully (and vehemently) disagree. While many people regard copywriting as a boring industry that’s as devoid of creativity as Joan Rivers was facial expressions, this simply is not true. In fact, I’d argue that being a great creative copywriter requires an entirely different type of creativity – one that very few people master. Copywriting requires rabbit-from-a-hat sleight of hand, and it takes a massive level of creativity to muster that. After a few years of writing marketing copy, though, creativity can atrophy a bit – especially for writers who haven’t found a copywriting niche they love. If we’re to succeed as creative copywriters, though, we need to find ways to continue being as creative as possible. That’s what I’m here to talk about today. Creativity & the Copywriter: A Love Story Without creativity, there can be no great copywriting. While copywriting is synonymous with marketing, marketing is changing faster than the speed of light. Because of this, people who sacrifice creativity in the name of mass-produced, boring material risk getting lost in the stampede of companies, consumers, and search engines who want something different. Today, more than 27 million pieces of content are shared online every single day, and there’s no sign that this trend will slow anytime soon. In light of this, the only way that marketers, writers, and brands can get noticed is to be creative. Think about companies like Poo-Pourri, Dollar Shave Club, Innocent Drinks, and ModCloth. They didn’t get where they are by scraping content and recycling ideas. Instead, they rose to the top by being creative in every aspect of their marketing – from their visuals to their copy – and it’s because of this creativity that they continue to stand out as some of the most unique brands in existence. As brands like this prove, you can’t climb the ladder without creativity. People get bored and leave if you fill their pages with boring content, and your chances of staying afloat on the content sea decrease every single time you sacrifice creativity in the name of traditionality. How to Be a Creative Copywriter: 5 Essential Tips So…creativity matters. What next? Even if you are a creative person with an artistic background and unique ideas, creativity suffers fatigue, just like everything else. Fortunately, these five tips can help you be a more creative copywriter, starting right now. 1. Channel Your Inner Don Draper If you watched the hit series Mad Men, you know that Donald Draper is an idol to the marketing world. If you want to succeed as a creative copywriter, one of the best things you can do is channel him. Feel free, however, to leave the alcoholism and adultery out of the picture. Instead, what you want to channel is Draper’s ability to identify a story in any campaign. It doesn’t matter if you’re writing ad copy for an insurance company or helping a startup build their website content – identifying the story within the campaign is the most essential thing you can do to keep your creativity alive. Fortunately, there are dozens of ways to do this. Put yourself in the company’s shoes: why are they passionate about what they do? How do their products make the world a better place? If that doesn’t shake anything loose, put yourself in the customer’s shoes: how will this product help you enjoy your life more? What would draw you to the company in question? Within every campaign, content order, and keyword sheet, there’s a story, and it’s up to you as a creative copywriter to draw it out. Don’t believe me? Consider this meme. It pretty much tells you everything you need to know about why channeling your inner Don Draper is so critical to good copywriting: 2. Take a hint from print copy While many people believe that print copy and digital copy exist on different planets, they overlap more frequently than people understand. You can come out on top as a creative copywriter simply by taking some hints from the world of print copy. Since I’m a lit major, here’s the example I’ll give you: the opening lines of major novels. And since I already mentioned my love of Russian authors, here’s the one I’ll call out: Lolita.  Considered by many to be one of the greatest novels of all time, Lolita opens like this: “Lolita, light of my life, fire of my loins. My sin, my soul. Lo-lee-ta: the tip of the tongue taking a trip of three steps down the palate to tap, at three, on the teeth. Lo. Lee. Ta. She was Lo, plain Lo, in the morning, standing four feet ten in one sock. She was Lola in slacks. She was Dolly at school. She was Dolores on the dotted line. But in my arms, she was always Lolita.” Is that literary? You betcha. A little too clunky for marketing copy? Absolutely. But is it compelling? It is, without a doubt, one of the most compelling things I’ve ever read. While Lolita is a great example, there are others like it. Consider “Call me Ishmael,” or “As Gregor Samsa awoke one morning from uneasy dreams he found himself transformed in his bed into a monstrous vermin.” Both of these are equally attention-grabbing, and there’s a lot that a modern-day copywriter can learn from them. While we’ve all heard that the headline and opening sentence of a piece of copy are two of its most critical parts, too many copywriters bulldoze through these things with no style or grace. As this selection of opening … Read more

What to Expect from a Copywriter for Hire

by
What to Expect from a Copywriter for Hire

If you’re in pursuit of a copywriter for hire, you’re probably wondering what to expect from the process. That’s especially true if you’ve never hired a writer before. Luckily, copywriters for hire don’t bite, and they’re much easier to work with than you may be imagining. As a copywriting agency that hand-picks and mentors each of our writers, we know what it takes to see a successful project all the way through to the finish line. Here’s what you can expect from choosing to hire your copywriter. Keep reading. 7 Things to Expect from a Copywriter for Hire While hiring a copywriter is a foreign concept for many people, here are seven big things to expect from the process: 1. Custom content designed to fit your needs The entire purpose of finding a copywriter for hire is securing custom, online content that’s designed to present your business in a positive light. When you find a copywriter you love, that person will work closely with you to gain an understanding for what you’re looking for in online content. Once a direction has been established, the copywriter will develop custom content that suits your pre-determined goals or objectives. In some cases, the copywriter might even develop custom visuals to accompany your content online! Check out the visuals our team can create: here’s an infographic we did. 2. Open, two-way communication throughout the process Good copywriting thrives on good communication. While many marketers assume that they’ll hire a copywriter and then not hear from him or her again until the project is submitted, this simply isn’t true. In most arrangements, copywriters and brands maintain open communication as a job is in the worlds. If a project is going to take more than a week to complete, most copywriters offer frequent check-ins and progress updates. If a project is long or ongoing, it’s not at all uncommon for copywriters to submit drafts and execute alterations as needed. When communication is open and flows freely in both directions, copywriters and business owners can ensure a positive and streamlined experience. 3. SEO integration catered to your company’s goals A modern copywriter for hire understands that the best online content is optimized for SEO. By including SEO optimization priorities like long-tail keywords and relevant links in a piece of content, a copywriter for hire can help you boost your site’s SEO and earn better rankings in prominent search engines. This, in turn, helps businesses get found online and develop a reliable, predictable presence that customers can count on. 4. Research designed to increase content authority A good copywriter for hire understands that research is an essential part of online copywriting. Most of today’s best copywriters have research methods in place and will happily dig up the best facts, statistics, and bits of information for your content. By including these things in your online copy, a good copywriter for hire can help boost your authority, relevance, and trustworthiness. This, in turn, makes readers more likely to rely on your content and can help your brand stand out as a leader in the industry. Need authority content? We have it, here as an exclusive service at Express Writers! Learn more. 5. Edits, as needed, on content Companies who have never worked with online copywriters before often assume that, once a project is submitted, that’s it. Luckily, this isn’t the case. A good copywriter for hire is happy to conduct edits on submitted pieces! Once you know what you need, most online copywriters will gladly work together with you to edit the piece until it fits your expectations perfectly. With this in mind, don’t fret if the initial submission isn’t exactly what you had in mind. Your copywriter for hire will likely be happy to work with you to rectify the problem. 6. Industry expertise harnessed for your company Let’s face it: online content can be tough to get right, and it’s even harder without a good copywriter for hire. Luckily, professional copywriters understand what it takes to rank well, and can help you develop a winning content strategy that helps you get noticed online. Don’t know what it takes to rank in Google? That’s okay, your copywriter will. Not sure how to integrate visuals into your online content? Your copywriter will lend a helping hand. Unsure of which keywords you should be targeting? Ask your copywriter. To put this another way, today’s copywriters for hire are experts in virtually all aspects of online content, and they can help you create a well-rounded content strategy that utilizes modern industry expertise for a reputable end product. 7. Professional, high-quality work that helps you get noticed Many brands who have never worked with copywriters before assume that they specialize in sales-y content, or that they’ll use black-hat techniques to rank a page. Luckily, this just isn’t the norm anymore. Today, copywriters for hire deal in high-quality online content and they know how to help a brand put its best face forward. When you work with a copywriter for hire, you can expect quality work to be delivered. Whether you want to develop an online presence, drive more sales, boost your social interactions, or just stand out as a leader in your industry, a good copywriter for hire will have the skills needed to put out professional work you’ll love, and that will help you meet your goals. Working with Skilled Copywriters for Hire is the Way of the Future Even if you’ve never worked with a copywriter before, it’s time to start considering the prospect. Copywriters are popular with brands ranging from lifestyle to food and beverage, and they’re becoming the norm in the world of online advertising. While not all copywriters for hire are created equal, finding a reputable copywriter or copywriting agency that you trust can work wonders for your marketing pursuits. By drafting professional, high-quality content that’s meant to reflect your company’s unique goals, value propositions, and positions, a copywriter can easily take your content strategy from lacking to successful … Read more

How Professional Copywriting Services Can Keep You Sane (& Save You Time)

by
How Professional Copywriting Services Can Keep You Sane (& Save You Time)

If you work in online marketing, you probably know what it feels like to have too much to do, and not enough time. While this applies to virtually all sectors of running a business, it’s especially true for content creation. We live in an increasingly digital world, and there have never been more platforms to maintain than there are today. Between a website, a blog, Facebook, Twitter, Instagram, Pinterest, and marketing content like ebooks and whitepapers–it’s amazing all marketers don’t just pull their hair out, really. Luckily, there’s a solution. While it’s true that the content demands of today are more intense than they’ve ever been before, it’s also true that the popularity of professional copywriting services has exploded, and that using quality copywriting services is an excellent way to put out great content without going nuts in the process. Read on to learn more. How Professional Copywriting Services Can Save the Day Professional copywriters are the heroes of online content–no joke about it. While brands everywhere want to produce the kind of quality material they read on the websites and blogs of influencers, virtually nobody has the time, skill, or resources to do this on their own. Right now, only 42% of B2B marketers report that their content marketing is effective, and most experts believe that this is, in large part, because most marketers simply don’t have the time to create the content their brands need. This is where copywriting services come in. For businesses ranging from startups to major enterprises, copywriting services have the potential to fully overhaul a marketing strategy and help founders, CEOs, and CCOs reclaim their sanity in a fast-paced world. 5 Signs You Need Professional Copywriting Services Still not convinced you need professional copywriting services? Take a moment to consider whether any of these five signs apply to you. 1. You’re behind on publishing blog posts, social posts, or website updates If you have an editorial calendar or plan, but you’ve found that you’re so busy you can’t keep up with it, you need copywriting services STAT! Neil Patel wrote a blog this August on what happens when you stop blogging. In the study, Patel took a look at Robert Ryan, who didn’t post anything for 251 days – 8 months, 7 days. His traffic… overall fell by 32% organically dropped by 42% contact page traffic was down by 15% total site conversions were down by 28% That’s an awful lot. Don’t be that person that stops blogging, because you don’t have time. Instead, turn to copywriting services to help take some of the stress of content creation off of your shoulders. If you choose the right solution, you’ll come across copywriting experts who have a real interest in helping your brand succeed–so you may even learn a thing or two by hiring copywriting experts. 2. Your online content isn’t converting the way you want it to Maybe you’re keeping up with your content creation responsibilities, but you do not see much engagement in return. If this is the case, copywriting services are a very good idea. Online marketing is tough, and it’s easy to miss the mark without knowing exactly how it’s happening. If you’re not seeing conversions, shares, or likes, an online copywriting expert may be able to come in and give you some insight into why. What’s more, they’ll likely be able to help you turn the trend on its head. 3. You’re starting to receive negative comments If you’ve noticed that the engagement your content is seeing is taking a turn for the worse, it’s time to enlist copywriting services. Every marketer goes through growing pains with content, and as long as you catch negative engagement early, it’s easy to turn it around and reclaim your positive interactions. Keep in mind, though, that it’s critical to act quickly. Hire professional copywriting services as soon as you start to see negative online comments, rather than letting it persist for weeks or months at a time. 4. You’re starting to repeat yourself If you’ve noticed that you’re repeating topics, a few things may be to blame. One common cause is a stagnant keyword strategy. If you haven’t researched new keyword opportunities recently, copywriting services can often provide in-depth keyword analysis that can provide new life for your content. If your keyword strategy is up to date, the issue may simply be your proximity to the topics. As you think and write about a subject regularly, it becomes harder to keep the content fresh. Because of this, hiring copywriting services is often an excellent way to add a new perspective and continue providing value to readers. 5. You’re running out of time or getting stressed Content creation is too important to sacrifice, but it still shouldn’t come at the cost of your well-being or sanity. If you’re finding that you don’t have enough time for content creation, or that the responsibility of populating all of your various platforms is driving you crazy, hire copywriting services to help. Because a copywriting service is dedicated specifically to content creation and distribution, it can help you bear the burden of content creation without sacrificing other aspects of your business in the process. Simple, Streamlined Content Creation Starts Here Let’s be frank: content creation shouldn’t be as difficult as everyone makes it out to be! While it’s true that great content takes time, effort, and work, marketers can have their cake and eat it, too, by hiring professional copywriting services. Dedicated to crafting quality content for brands, copywriting services are ideal for helping your brand build its online presence, create higher-quality content, develop material readers love and want to interact with, and build a level of authority and relevance online. While many brands assume that they don’t need copywriting services and that they can manage their online presence on their own, the fact of the matter is that copywriting services apply to everyone and that every brand has something to be gained from hiring copywriters. So, whether you’re too busy to create quality content or you aren’t seeing real results … Read more

7 Surefire Ways To Improve Any Piece Of Online Content You Create

by
7 Surefire Ways To Improve Any Piece Of Online Content You Create

Ever written something, and walked away from it? If not, you should try it—today. Coming back to the same piece after an hour or a full day gives you a whole new lease on your content. Typos, grammatical whoopsies, and flow issues are a few things you’ll spot in a literal second after you give your eyes (and fingers) a break from the keyboard. In today’s content world, delivery is critical. It could mean the difference of someone reading your content, or not. So, whether you’re a seasoned writer or a novice, it’s important to know where you need to improve — all without wasting too much of your time. Self-editing is your key. This not only catches those pesky grammar errors and typos, but it could dramatically improve the delivery—and ROI—of your copy. Learn 7 quick edits that will make your copy fun, engaging, authoritative, and 100% better than the first time you drafted it. Save this and next time you craft up new content, come back to our list. Self-Editing Is A Must No Matter What Online Content You’re Writing It doesn’t matter what you’re writing. Landing pages, web content, blogs, or your email responses to your bestie. Taking the time to edit and make small (but necessary) changes will make a dramatic difference in how your copy is received. WordStream highly recommends self-editing. In fact, they recommend editing your work ruthlessly and as if you are your harshest critic. Why? Everyone else will read over your copy with just as much scrutiny. If you do so first, you can catch the errors and potential lackluster statements that will turn readers away. 7 Genius Edits That Make You A Copywriting Superstar Readers today are hard to grasp. So, you need to get their attention (and do so quickly). Once engaged, you have them at your fingertips. Of course, all it takes is a single error or loss in flow to lose their attention for good. To avoid this very hazard, here’s what we suggest: 1. Go With The Flow Have you ever visited a website only to see a wall of text and tap the “back” button as quickly as possible? Most internet readers will do the same when they see such a wordy travesty. The idea of sifting through such a massacre of words isn’t appealing to even those with tons of free time on their hands. So, don’t bombard your readers. Instead, give them what they crave. What is that? Readers today crave organization, easy-to-digest sentences, and small tidbits. They want it all to soak in slowly. Nothing kills it for a reader more than improper flow, and improper flow wastes an excellent article to boot. When you’re self-editing, purposely press that “Enter” key every few sentences. Aim for one to three sentences per paragraph max. Your grade school teacher may groan, but she’s not writing online for today’s reader; and, you’re not trying to get an “A” in English Literature 101. A few ways to improve your flow: Vary your sentence lengths. Avoid choppy, awkward sentences. Get rid of fluff or needless words. Utilize the power of transitional words and phrases. 2. Open With Something Relatable And Oh-So-Yes-Worthy Have you ever read an opening paragraph that made you nod in agreement? That’s your goal here. Open up with something relatable to the reader. They found your article or blog, but now you need to remind them what they were looking for. Touch on emotional value here, but be honest and sincere. Susan Gunelius at Forbes wrote an excellent piece on creating brand stories with high emotional value. In her words, stories are the perfect catalyst to building brand loyalty and brand value.” 3. Break It Up — But Keep It Organized The more you break up the content, the easier it is to digest. By that we mean, use sub headers. Organize your thoughts into main advantages and topics, then use those key advantages for creating sub headers. Bold them too. Bolding points out to the reader what they need to know and what they will learn if they stick around to read what you’ve written. 4. Don’t Be Shy With The Bullet Points Bullet points are magical for copywriting. They break up walls of text and make them easier to take in. Even better, they let you jet out your ideas while keeping the reader focused. When making bullet points, think of an outline. You’re not writing a novel here. Organize the text and make it scannable. You can bold key points and then add tidbits after that to highlight what you’ve just said. Copyblogger’s Robert Bruce wrote an excellent blog on creating bullet points people want to read. He recommends bullet points because they keep people reading and provide a clear benefit to the reader. 5. Avoid The Clichés and Buzzwords Clichés are used so often that they can lose their impact. The same goes for buzzwords. Buzzwords are overused and may irritate some readers; forcing them to leave the page. Avoid distracting people with unnecessary wording and just stick to the facts. Sure, you can add in your own personality, but if you see a cliché or buzzword in your writing, remove it immediately. Get extra guidance on what words to use (and which to edit out) from Oxford Dictionaries Top Tips for Word Choice. 6. Convert The Passive To The Active Passive phrases are pesky — and we’re all guilty of using them. Sometimes you can’t help it. But, passive voice (or the overuse of it) can kill your content. Purdue’s Online Writing Lab defines passive voice as the subject that is “being acted upon.” You can quickly identify a passive phrase by looking for forms of “be.” Note passive voice isn’t a grammatical error; it is a style choice. An active voice provides brevity, clarity, and assigns responsibility. So, when active voice makes sense, use it. 7. Use Second Person Instead Of The Third Person The third person is robotic and … Read more

13 Glorious Tips & Tricks For The Aspiring Sales Copywriter

by
13 Glorious Tips & Tricks For The Aspiring Sales Copywriter

Picture this.. You have a natural knack for writing. You can string words together and create something fun and engaging. But, when it comes to sales copy, writing those pieces that are meant to convert every time, you can’t seem to convey what you’re thinking into the right words. Is that you? I get it. Writing content is not the same as writing sales copy. As a sales copywriter, you need to speak to your reader, compel them, and force them to take action. Think of that infamous hypnotist trick. You have a group of people the hypnotist gets to cluck like a chicken, dance funny and do just about anything they want. They are the puppet master. You want the same power, but via words. You want someone to read your sales copy and feel entranced. Without thinking, they will click through, sign up, or call. While we can’t teach you how to make readers cluck like a chicken (or can we?), we can share some insight and tools that will help you transform your marketing drivel into compelling copy. Might take a little time, and practice, but once you use these tips, you will be well on your way to sales copywriting mastery. 13 Ingenious Tools And Tips To Improve As a Sales Copywriter 1. Learn How To Build Trust No one is going to do anything you ask if they don’t trust you. You don’t have years to gain that confidence; you have seconds. So, every word on your sales copy has to count, and it has to compel the reader to believe what you’re saying. Tossing in a “you can trust me” statement isn’t the way to go about this either. Instead, you need to be authoritative and savvy. Georgina Morshdy at Copyblogger shared her ten tips for building trust with the audience, and it’s quite compelling. How Does A Sales Copywriter Build Trust? Give away Be reliable and don’t disappoint the audience on what is promised. Be consistent in quality. Incorporate customer testimonials that are genuine. Use case studies to show success. Do not plagiarize the ideas and styles of others. Avoid jargon. Give an apology when it is due, such as correcting errors if they’re present. Offer guarantees to customers (i.e. a money back guarantee). 2. Be A Virtual Salesperson You have a goal to make a sale, so you need to act like a salesperson. Put on your suit and tie and pretend you are on the sales floor talking to that customer. What would you say if you were face-to-face? What features, benefits, and reasons would you be throwing at them to get them to buy? Whether you’re selling a car, washing machine, or a service, you need to picture yourself talking to one customer (not a mass). According to Demian Farnworth at Copyblogger, all it takes is one bad salesperson to ruin the company; and you certainly don’t want to be that guy or gal. So, picture yourself talking to one, but selling to many. 3. Use Compelling Headlines A great headline is one that touches on a person’s spiritual, emotional, and intellectual levels. What sounds great to you might not sound so great to others, and it is hard to tear yourself away from your copy and look at a headline as an outsider. Luckily, you don’t have to. There are tools out there that help you analyze the quality and power of your sales headlines. Take Advanced Marketing Institute’s free headline analysis tool. They don’t just give you a score; they tell you what you should aim for as a sales copywriter, why you’ve received the score you did, and how to improve. CoSchedule also has a headline analysis tool that is also worth trying. They break down your headline based on the number of words, keywords, emotional value, type of headline, and even preview it in the Google search results. They dive into your headline, tear it apart, and let you know how it performs at every angle. Do you have to use all of this information? No. But, if there is a particular group or emotion you’re trying to strike, they may help you identify how successful you are in doing it. Why does all of this matter? According to Neil Patel, 90% of your advertising dollars go to the headlines. All it takes is a single word to change the click-through rate by as much as 46%. That’s rather important. A Few More Tips For Attention-Grabbing Headlines Include numbers Add a creative adjective Use call-to-action-worthy words When you’re struggling, HubSpot’s Marina Barayeva has shared her formulas for crafting better headlines. She shares six formulas (i.e. Call-to-Action + Keyword + Promise = Headline), which help you create a compelling headline from scratch. Give them a whirl and see if that improves your headline creation. 4. Give Readers A Reason To Act A great sales copywriter doesn’t just tell people what to do; they give them an overwhelming reason to do it. Your content is designed to make someone happier, healthier, richer, more successful, etc. So, use that when creating your call-to-action statement. Tell them what they’re getting from you for taking the action you’ve requested of them. Example: You want people to sign up to receive your free ebook on marketing. You’ll use those email addresses to send out your monthly newsletter and hopefully receive click-through purchases later on. Sure, you could say “sign up to get a free marketing book,” but what reason did you give other than a free product? Instead, focus on what that free marketing book provides the user. “Sign up to receive a free marketing book and use these tips to transform yourself into a sales expert.” Now, you’ve provided them with their benefit and reason. 5. Quit Being So Cute With Your Words You’re all about the cutesy phrases and words. You love to be buzz worthy and toss in a few clichés. Too bad your readers aren’t a fan. Sure, you can toss in … Read more

No HR needed to get access to the best writers, editors, QAs and strategists. We are your all-in-one content writing service delivering publish-ready content.

Copyright – 2025 Expresswriter -All rights reserved