Part 5

The Accelerated Program for Six-Figure Copywriting

You're a Copywriter!
Your Guide to Getting Clients
 Part 5 – Contents
You're a Copywriter!
Your Guide to Getting Clients
How Do You Get the Clients Who Are Going to Pay You? Marketing, of Course!..............5-3
Next, It’s Time to Consider Your Most Important Asset — YOU!...........................................5-10
Now You’re Ready to MARKET!........................................................................................................5-16
Step 1: Identify your prospect................................................................................................. 5-16
Step 2: The Marketing Toolkit.................................................................................................. 5-19
Marketing Options — The Sky’s the Limit!................................................................................... 5-52
Writing a Proposal................................................................................................................................ 5-59
Final Words — Mistakes to Avoid and Encouraging Words................................................... 5-63
Suggested Reading & Resources.....................................................................................................5-66

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 Part 5
You’re a Copywriter!
Your Guide to Getting Clients

Congratulations!
Y ou’ve completed Parts 1-4 of the Accelerated Program for Six-Figure
Copywriting.
But before you can move on to marketing, there’s one challenge you have
to overcome to be successful.
You have to BELIEVE you are a copywriter. You have to feel confident and
recognize that you now officially know more than 90% of the copywriters
out there.
You need to be able to say to yourself first, and then to others, “I am a
copywriter.”
Once you get past this one emotional hurdle, you’ll be able to focus on
the task at hand. You’ll be ready to let one of the thousands of marketing
directors, publishers, business owners, Internet marketers, non-profit
organizations… know you’re now “OPEN FOR BUSINESS.”

Success Clue
Every business owner or marketing director has one
basic goal: to increase sales.
Every new (and experienced) copywriter has one basic
goal: to get clients.
Your personal marketing plan will give you the tools to
connect your goal of getting clients with the business
owners who want to increase sales.

Part 5 5-1
At AWAI we believe in giving you the tools to succeed. So, we’ve created a
Marketing Toolbox specifically for you.
And yes, it will be specifically for you, because we’ve identified what
successful AWAI members have done to launch their careers, and we’ve
studied what the pros recommend. Pros like Mark Ford, Bob Bly, Joshua
Boswell, Rebecca Matter, Steve Slaunwhite, Nick Usborne, Pam Foster, Will
Newman, Ed Gandia, Pete Savage, Jay White, Ilise Benun, Dan Kennedy, and
Winton Churchill.
We’ve sorted their marketing
suggestions to clearly show you
the potential you have available to
grow your business. We’ll give you
a selection of tools, allowing you to
choose the ones that are right for your
personality and goals.
For instance, if you don’t like
talking in front of a crowd, you
shouldn’t choose “marketing
through public speaking” to sell
yourself.
However, if you’re good at asking
for referrals, that’s a tool you should
highlight for your own marketing plan.
You can take every tool we outline, or some, or one…
but at the end of the day, every idea we present is an idea that
copywriters just like you have used to market their services to succeed.
And you can, too.
By the end of this chapter, you’ll have a marketing plan, based on best
practices, but designed for YOU. Your challenge will then be to follow the
plan.

5-2 Part 5
 There’s one factor that’s more critical to the start-up of your copywriting
business than anything else.
Without it, you have no business,
“The single most important thing regardless of how much training
for you to do when starting your you have under your belt.
business: Start making sales!”
It doesn’t even matter how good
— Mark Ford
you are.
The single most important element that will influence your future success
is your ability to get sales for your clients. Period.
Mark Ford knows this better than anyone. He has started more businesses
and coached more successful copywriters than anyone we know. And
he’s pretty clear… until you have sales, it doesn’t matter how perfect your
workspace is, or how automated your bookkeeping system is, or how
professional you look. You’re not in business until someone is paying you.

How Do You Get the Clients Who Are

Going to Pay You? Marketing, of Course!
But where do you start?
First, get the basics out of the way. And the “basics” apply to everyone…
1. Identify your niche, writing style, and services.
As outlined in Part 4 of this program, AWAI has a wealth of information
to help you identify your writing niche. This is so important that it bears
repetition. The fact is specialists make more than generalists for the simple
reason that business owners prefer to hire copywriters who are experts in
their field. And they will pay an “expert” more.
Nick Usborne explains there are two main ways to choose your niche: You
can choose by industry or by medium.
An industry niche can be as broad as Healthcare, Financial, Business-to-
Business (B2B), or Non-Profit Organizations. Or it can be as specific as

Part 5 5-3
natural supplements, mortgage brokers, the pet industry, or organizations
that support cancer research. The more narrow and specific you get within
the industry, the better.
A niche carved out by a medium (or writing style) might be:
llDirect Mail llArticles
llEmail Marketing llCatalogs
llWeb Content Writing llTechnical Writing
llLanding Pages llSocial Media
llSEO llNewsletters
llCase Studies llBlogging
llWhite Papers llGrant Writing
llAutoresponders llVideo Scripts
Sorting through your niche and medium will also help you identify the
specific services you offer. For example, as a Web Copywriter, your services
might include landing pages, web content, articles, blogging, SEO, emails,
autoresponders, and e-newsletters.
It’s worth the effort to really nail down your niche and medium.
2. Choose your business name. Make sure
the corresponding domain name is available.
AWAI offers suggestions for choosing your business name in Freelance
Writing Business Success.
Points to consider:
llWhat name will draw prospects to you?
llWhat name will distinguish your copywriting services from another
copywriter’s business?
llDoes the name describe what you do? “Dental Copywriter” does not
leave any doubt about what the business specializes in!
llIs the name of the business easy to remember?

5-4 Part 5
 llIs the URL available to match your business name with your new
website?
llBuy the domain name and preferably the .com name. Unfortunately,
if a prospect remembers your domain name but someone else has
.com, and you choose .net instead, they’ll inevitably go to .com.
llIs the spelling logical? If someone remembers your business name
but you have done something cute with the spelling, they won’t be
able to find you.
In Nick Usborne’s world, his name is his brand. But even if you’re not a Nick
Usborne, you are the expert your clients are buying. And once you get
established, your name — or your brand — will convey value through your
website, your social media sites, at speaking engagements…
On the other hand, it can be a bit tricky if you’re just starting out as a
copywriter. A great way around this challenge is to register both your new
business name and your own name. Over time, people will get to know
you. They’ll find you if they go to JohnSmith.com or to your business name
such as WellnessCopywriter.com.

Branding Checklist
By Pam Foster
Make sure you have these branding elements in place when you launch
your niche market copywriting business.
üüBusiness name, well-researched and tested
üüDomain name
üüLogo or stylized font treatment
üüBrand colors
üüDescriptive sentence such as your mission statement
üüTagline: a creative way of stating your unique promise
üüBusiness cards
üüStationery: letterhead, envelope, template for Word documents
such as proposals and invoices, etc.
üüMarketing materials: anything you’ll be using to roll out your niche
marketing campaign

Part 5 5-5
 3. Create a tagline and 15-second elevator pitch.
The dreaded words when you’re a new (or even experienced) copywriter:
“What do you do for a living?”
Such a simple question, but the answer deserves some serious thought.
Being able to tell someone what you do in 15 to 30 seconds is very
important to your marketing. After all, if you can’t express what you do in
an easy-to-remember format, how in the world is your prospect going to
understand your business?
A tagline and an elevator pitch are two parallel tools you must develop.
Your tagline is typically a single sentence that conveys your big promise to
your customers.
When you put your niche and your medium together, your marketing
message becomes very clear! Here are some examples:
llA web copywriter for the pet industry.
llDirect-mail copywriter for the travel industry.
llBlogging for baby products.
llA grant writer in the education field.
llWhite papers for the auto industry.
And, the more specific you are the better. Here, you can see which tagline
is better:
I’m a copywriter in the health industry.
vs.
I write direct-mail and lead-generation copy for private health clinics.
Your elevator pitch is your verbal tagline. With the right elevator pitch, you
can open up doors to potential clients anywhere.
In fact, that’s the trick! If you were riding in an elevator and someone asked,
“What do you do?”… you want to be able to answer that question in a way
the person will understand and remember — before the elevator doors
open.

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 A Simple Way to Write an Elevator Pitch
By Steve Slaunwhite
An elevator pitch is simply a clear statement that describes:
llWhat you do.
llWho you help.
llWhat makes you different or better.
In fact, clarity is king when it comes to an elevator pitch. You don’t have
to be fancy or clever or try to sound oh so impressive.
Consider this example:
I’m a copywriter specializing in white papers. I work mainly with
marketing managers of healthcare IT companies.
Short and sweet. Very simple. It’s also effective because it communicates
— with brevity, in this case — what this professional does, who he helps,
and what makes him unique.
Or a slightly longer version that asks, “You know how difficult it is to…?”
You know how difficult it can be to create a good white paper for
marketing campaigns, right? Well, that’s what I do. I’m a copywriter. I work
with marketing managers in healthcare IT and help them plan and write
white papers that establish thought leadership, generate leads, and move
the sales process along more quickly.

4. Insert a professional signature in your email.

How many times have you received an email from someone and decided
to call him or her at some point? It’s very frustrating to go back to the
email signature looking for contact information, and find just the person’s
name… period. No website, no phone number.
If you don’t use a professional signature in your emails, you don’t look
professional. And your signature is one of the MOST basic marketing tools
you have.
Keep it simple and clean. A professional signature should include:
llYour full name

Part 5 5-7
 llCompany name and tagline
llPhone number and cell number
llEmail address
llURL to your website
Optional:
llFax number
llMailing address
llCompany logo (only if it’s easily opened and viewed)
5. Start collecting examples of your work.
Many AWAI newsletters, programs, and online resources give great
suggestions on how to put together a portfolio when you’re just getting
started.
Will Newman has referred to the “No Portfolio Portfolio Strategy,” and
it’s perfect for a brand-new copywriter. In fact, you’ll have the work done
when you complete this program.
Simply incorporate all of the concepts you’ve learned in the program. Use
the information provided in the exercise “Product Information for Your First
Direct-Response Copywriting Samples” to write copy for the three fictitious
products, and… “ta da!” You have a portfolio with three samples.
You can take it one step further. If you’ve identified two or three dream
clients you’d like to work for, do the same exercise for one of their products.
And if you want more samples, you can rewrite a piece of copy a
prospective client already uses. Be careful not to be critical of the piece you
rewrote. Merely indicate it’s another approach to provide the client with a
sample of your work.
Of course, make sure every sample in your portfolio is free of grammar and
spelling mistakes!
If a business knows you’re a new copywriter, they don’t expect to see
actual samples of direct-mail pieces. They just want to know you’ve learned

5-8 Part 5
the basic copywriting concepts and techniques and that you’re willing to
work hard.
6. Set up a basic website.
A website these days is a must. Even if you don’t use it as a “lead-
generating machine,” a website is your online brochure. It tells people
you’re professional. You are a Copywriter!
There are a lot of choices available for the technical side of your site. There
are “do it yourself” templates and web-building software right out of the
box. Of course there are people out there who can build your site for you.
Over time your needs will likely change. You may find that having someone
set up your site at the beginning is a good way to get a professional site
fast. But as your needs grow, you may look for other options that allow you
to make changes and add content when you want.
However you decide to go, invest some money in a logo and a banner.
The site does not have to be fancy, but it must be professional, target the
prospective clients in your niche, and be easy to navigate.
As a bare minimum, your site needs four pages: Home, About, Services and
Contact.
Over time you can add samples of your work, testimonials, a free special
report, or a blog.
7. Congratulate yourself!
Sometimes we get so busy we don’t take time to appreciate how much
we’re accomplishing each day. Each step takes us closer to our goal of
becoming a successful
copywriter. If you can put This deserves repeating: As an AWAI-
a checkmark beside each trained copywriter — even a brand-new
of the tasks above, you’re one — you know more than 90% of the
off to a great start. copywriters out there. So, just show your
Well done! prospects what you can do.

Part 5 5-9
 Next, It’s Time to Consider Your
Most Important Asset — YOU!
A freelancing career is
“The key to self-promotion is constantly selling. YOU are
persistence. You can’t start and the product, and your future
stop. Building relationships with client is the potential buyer.
people is a constant seed planting You have to sell yourself to
and watering process. So, if you business owners who need
copywriters and who will value
consider yourself introverted or
what you do.
shy, get over it — at least during
the time you spend promoting Here are three easy steps for
yourself. The message you must effective self-promotion…
convey is this: I have something of Step 1: Identify your USP.
value to offer you. Sit right down so It’s time to do some honest
I can tell you all about it.” self-reflection to tease out the
— Ilise Benun unique qualities you bring to
your role as a copywriter.
Start a list with the following questions. Keep it handy, and, over the
course of a few days, fill in the blanks. You’ll find that career highlights or
accomplishments that you totally forgot will pop into your mind.
llWhat is your background?
llWhat experience do you have?
llDo you have a background in sales or marketing?
llWhat is your education? (Don’t forget AWAI’s training programs, live
events, webinars, etc.)
llList your skills.
llThink of your track record and the results you’ve achieved in a paid
role, as a student, or as a volunteer.
llDo you have any specialized knowledge?
llWhat about certifications, awards, recognition…?

5-10 Part 5
 llList hobbies and special interests that may be relevant to your writing
or niche.
llANYTHING else you can think of?
Step 2: Tease out all the ways your prospective
client will benefit by hiring you. Highlight
specifically what you can do for them.
Remember the whole topic of features vs. benefits discussed earlier in this
program? Benefits sell. But you have to spend a little time drilling down to
identify the benefits.
One of the simplest techniques is to look at your list of skills and
background and ask, “So what?” Here are a few examples….
Ø You completed AWAI’s Accelerated Program for Six-Figure
Copywriting.
“So what?”
You’ve completed what many consider to be the best copywriting
program. Period. You bring knowledge of the core copywriting
concepts to every writing project. In fact, many prestigious companies
hire only AWAI-trained copywriters.
Why? Because an AWAI-trained copywriter knows more than 90% of the
copywriters out there.
Ø You’ve worked in the auto industry for over 20 years.
“So what?”
Your experience gives you a unique insider’s perspective on the industry
that will help make your research and writing more in-depth.
Ø You’re a former social worker.
“So what?”
Your interview skills will help you dig deeper to find out what customers

Part 5 5-11
 really want. This will guarantee you have everything you need to know
to write compelling sales letters, case studies, web content…
Ø You’ve been in business for 10 years.
“So what?”
You know what works and what doesn’t. You’re familiar with the market
and competition. You have an excellent track record in the industry —
and your prospective client can benefit from your extensive knowledge.
Step 3: Write a self-promotion letter.
Now, before you panic and say, “I don’t know how to write a self-promotion
letter”… let me reassure you. You do!
When you sell yourself, simply use the basic principles you’ve already
learned in this program…
llWrite in a conversational style.
llGet the prospect’s attention with a great
headline and lead.
llHighlight the problem.
llIt’s all about the prospect — what can you
do for him?
llOutline the benefits your experience will
bring to the prospect.
llProvide some proof for credibility.
llMake a powerful offer.
llHighlight a reason to call you — now.
llAdd a P.S. to restate your promise and offer.
Since a self-promotion letter follows basic copywriting techniques, it’s not
surprising there is a variety of good advice from the pros…
Rebecca Matter talks about a “Self-Promotion Kit”:
1. Start with a headline and a lead that captures the prospect’s
attention, makes a big promise, and answers the questions: what

5-12 Part 5
 kind of freelancer are you, what can you do for them, and why
should they hire you?
2. Gather some proof to back up your claims — ideally in the form of
testimonials and samples of your writing.
3. Brainstorm some unique benefits about why you’re the best person
for the job and what they can expect when they hire you. Be specific.
What makes you different than the other copywriters?
4. And then, be sure you close with a very specific call-to-action that
makes the potential client reach out and contact you.
Steve Slaunwhite offers these 5 tips
for writing a successful pitch letter:
1. Highlight the problem. Address a specific concern a client might have
that YOU can solve.
2. Position YOU as the solution. What is it about your copywriting that
solves the client’s problem?
3. You must reek of credibility! Prove that
you can get the job done.
4. Don’t write a resume. The client wants
to know what you can do for them —
they don’t care about your hobbies.
5. Offer a free giveaway — something
of value such as a special report, an
article, or tip sheet.
Bonus Tip: Don’t give up too soon. Keep revising your pitch letter until you
generate results.

Want More clients? Use This Model Sales Letter

By Steve Slaunwhite
I get a lot of questions from subscribers to my newsletter Marketing Memo,

Part 5 5-13
asking me how to write a direct-mail letter that promotes their writing
services.
Instead of providing you with a lot of tips and strategies — most of which
you probably know already — I’ve decided to give you a letter instead.
Below is a sales letter that works extremely well. It was originally written
to promote graphic design services, but can easily be adapted to writing
services.

May I send you a complimentary copy

of our latest special report?…
“7 Tips for Creating a Sizzling ‘Sales’ Page”
Do you use your website to generate leads, attract subscribers, or get sales?
Then you know how important it is to get your “sales” pages working correctly. If the
design on those pages doesn’t motivate enough visitors to click and respond, you lose
opportunities — often to the competition.
The good news is, there are proven best practices for designing a
winning sales page. Seven to be exact. And all are explained in our
latest special report.
May I send you a complimentary copy? If so, please visit [insert
URL] to pick up your free copy of “7 Tips for Creating a
Sizzling ‘Sales’ Page” today.
This special report unlocks the mystery to getting more leads and sales from your
website. It answers such questions as:
ü Where on a web page is the best place to put a subscription box?
ü Which layout styles are the most effective?
ü What is the ideal format for an order form?
ü Should you feature a picture of the product? (The surprising answer.)
ü How do you motivate more visitors to click and buy?
ü And much more.
Dawn Anderson, a marketing expert who reviewed this report before publication,
raves, “I am definitely going to recommend this to all my clients. If your marketing

5-14 Part 5
 success depends on generating leads and sales from your website, this special report is a
must-have.”
Just one of these tips can significantly boost your website conversion rates —
instantly. So call, email, or visit [insert URL] and I’ll personally make sure you
receive your complimentary copy today.
Best regards,
[Insert name]
[Insert company name]
[Insert phone number]
[Insert email address]
P.S. The Appendix of “7 Tips for Creating a Sizzling ‘Sales’ Page” features more than
a dozen examples of highly successful sales pages and landing pages. A terrific source
of ideas!

As I said, this letter was originally created to promote design services. Use it
as a template to write your own direct mail letter. The offer (an information
giveaway) and structure work very well.
Pete Savage shares his secrets
for writing a self-promotion letter:
1. Follow the “90/10 Rule” when writing a self-promotion sales letter
to cold prospects: Ensure 90% of the letter focuses on what is
important to the businesses you’re targeting ­— talk about their
problems and challenges and how you’re going to solve them.
They want to know what you can do for them and not your life
story.
2. Offer something of value to your prospect, such as a special report.
3. Downplay your own branding — in other words, do not use fancy
letterhead. Replace your logo at the top of the first page with a
catchy headline.
4. Close your letter in an authoritative tone, further reinforcing the
image that you’re a reliable, accomplished professional. Restate the

Part 5 5-15
 action you want the prospect to take: “Request your free report
now.”

Now You’re Ready to MARKET!

Marketing
mar-ket-ing (noun)
The activity, set of institutions, and processes
for creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at large.
Source: American Marketing Association
From Latin mercātus; from mercāri to trade, from merx merchandise.
For our purposes, Marketing is:
A series of steps designed specifically for you, to promote you and your
business with the simple goal of making money.
Step 1: Identify your prospect.
To earn a living in the copywriting business, we have to find people who
may be interested in paying us for our services:
llWe have to identify prospects — businesses we identify as meeting
our criteria for the “ideal client.”
llWe have to turn those prospects into leads — someone who has
expressed an interest in our services.
llWe need the leads to ask for a proposal to show what we can do
specifically for them.
llLast, but not least, we have to close the sale and be offered a
contract!
There is a process for successfully turning prospects into buyers.
You have likely heard the old saying: “If you don’t know where you are going,
how will you know when you get there?”

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There are similar sayings in marketing:
“If you don’t know who you are targeting, how can you know what he needs?”
“If you don’t know who your prospect is, how can you reach out to him?”
And if you don’t know who he is — what his needs or problems are — how
can you offer your services as the solution?
On a practical level, if you literally don’t know who your prospect is, you’ll
waste time and money.
What is the point of sending a direct-marketing piece to the wrong person,
cold calling the wrong person, or making a pitch to a business that does
not appreciate the value of good copywriting?
Ed Gandia has a few good tips
on targeting the right prospects:
First, preach to the converted. Make sure that your marketing materials
(including your website) are written for prospects that already understand
the value of hiring a freelance copywriter. Don’t try to sell the value of your
profession. There are too many prospects who “get it” to waste time with
those who don’t.
Second, take a stand. Be clear about the type of work you do and don’t
do, as well as the type of clients you work with. For instance, if your focus is
B2B copywriting… say that! And if you have a specific specialty within B2B,
make sure that’s also clear.
Third, be explicit about what makes you different. You can’t be everything
to everyone. Focus on what you do well.
Fourth, add credibility elements to support your claims. Use samples,
testimonials, client lists, case studies, awards…
Last, but not least, consider developing a specialty. Yes you can start
out as a generalist. But over time, it will be easier and more cost-effective
to market yourself when you specialize.

Part 5 5-17
 But where to start?
Fine-tune your USP — Unique Selling Proposition.
Build your list.
You know what niche you want to work in. Now it’s time to research the
prospects in that niche.
At the risk of sounding too obvious,
identify prospects that not only
need you but who also value your
services. If a company operates on
a shoestring budget and doesn’t
have any marketing materials, they
may need you — but they will not
appreciate your knowledge or your worth.
Research. Put yourself in your prospect’s place. Why do they need your
services? What’s in it for them? Taking the time to get inside your prospect’s
head is worth the effort.
Write a lead-generating special report, build a website, create a direct-mail
piece. Show how YOU can solve the prospect’s problem.
Develop and implement a “made for you” marketing plan to get leads.
What marketing expert Dan Kennedy says
about targeting the right prospect…
Dan Kennedy is a guru in direct-response marketing. His philosophy on
marketing is an excellent example on how to ensure your efforts are
targeted:
“Present the right message to the right market with the right media.”
The same principle also applies when you want to target ideal prospects
for your own business.
First, your message is very important.

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You’ve created a powerful USP. You’ve answered the million-dollar question
that your potential client needs to ask: “Why should I choose to do business
with you vs. any other copywriter out there?”
Now, give your prospect meaningful information, not vague generalities.
Make a promise, present an offer, and give him a clear message on how to
contact you now.
Second, you have to target the right market.
If you’re sending out a great message, but it goes to the wrong people, it
doesn’t matter how brilliant the message is… it will fall on deaf ears. You
have to do some research, know who you’re targeting, and only send your
message to those most likely to respond. Hint: sending a letter to everyone
in a 5-mile radius is NOT a targeted market.
Third, if you have the right message and
you know who your ideal client is, what media
will you choose? How are you going to get your
message across?
If your target market is chiropractors, a targeted list of
chiropractors will be much more successful than an ad in
the local newspaper. If your target market is young adults,
social media or an online ad will be more effective than a print
ad.
Marketing is much easier — and more effective — when you combine the
right message to the right prospect using the right media.
Step 2: The Marketing Toolkit
How will you reach your prospects? Lucky for you, there are plenty of
strategies to choose from.
There are more ways to market than ever before. But don’t get
overwhelmed. We are going to start with simply outlining an overview of
each of the marketing tools available to you.

Part 5 5-19
Once you’re familiar with the choices, we can look at sorting the options in
a way that will work for YOU.
Some options will cost a little upfront; some will be free. Some options a
beginner copywriter can run with right away, others will be more appropriate
once you have some experience under your belt, and some will fit you to a
“T” regardless if you’re a shy, introverted marketer or an “out there” extrovert.
The Tools are outlined first in alphabetical order. Review them, consider our
suggestions for which Tools to use, and then develop your own Marketing
Toolkit.
Advertising
Advertising opportunities for copywriters include traditional print or offline
advertising and online advertising.
Classified ads are used in local newspapers, business or trade publications.
Sometimes an editor will accept a short article from you if you purchase ad
space.
Online advertising can include ads such as website banners, in emails,
e-newsletters…
No matter where you place your ad, ensure it’s the right message to the
right person through the right media.
Articles
Articles and essays provide a steady stream of information, helping
to increase awareness and educate your marketplace. Useful, quality
information helps to increase your credibility. After all, you want to be
perceived as valuable to your prospect — someone who’s thinking about
his needs and his customers.
Articles can be posted to your website, incorporated into newsletters
and e-letters, submitted to journals or trade publications, and circulated
through the Internet. 

5-20 Part 5
If you want to target journals or trade publications, approach the editor
with the idea of writing a series of articles on a particular topic that will add
value to the publication. It’s much better to go to the editor with an idea
rather than simply saying, “I can write an article for you.”
Some publications will be happy to publish your article but may not pay
you. If that’s the case, try to negotiate some space for a business card size
(or bigger) ad in exchange.
Write away! A collection of articles can eventually be turned into a book.

A 5-Step Process for Writing Articles That Get Published

By Rebecca Matter
Writing good editorial is a lot like writing good direct-response copy:
1. Define the specific thought, feeling, or action you want to stimulate
in the reader.
2. Outline how the article will help the reader.
3. Include useful instruction on your topic.
4. Identify how your reader will identify with the article.
5. Answer the questions your reader will have.
AWAI
It only makes sense that AWAI is part of your Marketing Toolkit, since we’ve
created several vehicles to help promote your business.
Ø Direct Response Jobs
DirectResponseJobs.com is a free job board built to help marketers
locate well-trained, highly skilled freelance copywriters and researchers,
as well as full-time and part-time copywriters to write advertising copy,
promotional materials, brochures, web pages, online copy, emails,
autoresponders, lift notes, and more.
AWAI does the work, bringing the jobs to you. Click on “Writers & Artists,”
and the first thing you’ll see is another useful tool — application templates
to help you save time when you apply.

Part 5 5-21
 There’s also a button to “Search for Jobs.” Drop down menus let you
choose all writing types, or specific writing such as copywriting, financial,
fundraising, health…
You can also sort by the type of work you want: full-time, part-time,
freelance, or even spec opportunities.
Ø AWAI’s annual FastTrack to Copywriting Success Bootcamp
and Job Fair
Job Fair at Bootcamp is a fast and easy way to meet real marketers
who are looking for writers like you. You get to talk to the businesses
in various sectors including financial, health, self-help, information
marketing and more.
Top 5 Reasons to Attend Job Fair:
1. The clients come to you.
2. You can jumpstart your career.
3. You’ll make valuable
connections.
4. At Job Fair you’re among a
supportive group of fellow
“Bootcampers,” AWAI staff,
and marketers who need
good people.
5. It’s a good way to build your confidence while having some fun.
And if you’re really keen, you can search out companies who have been
to other Job Fairs and send them your own marketing letter. After all, if
they’ve been to Job Fair, they’re likely always in need of good writers.
Ø $10K Challenge
The AWAI $10K Challenge is a win-win-win opportunity you can
participate in as an active AWAI member!

5-22 Part 5
 By participating, you will:
1. Start to build your portfolio.
2. Launch your copywriting career with a “can do attitude.”
3. Have the opportunity to land $10,000 worth of work!
Ø Submit Spec Challenges
1. You create samples.
2. You practice your craft.
3. You reach more prospects with less effort.
4. You get a chance to jump ahead.
5. You make valuable contacts.
6. You expand your sphere of experience.
7. The competition is not as stiff as you may think.
There’s actually one more reason to submit spec challenges: you may
land a paying client! And after all, isn’t that the point?
Bartering
Bartering has been around for centuries. You may
not remember the village doctor who was paid by
patients with farm-fresh poultry and vegetables.
Surprisingly, we can still talk today about bartering
as a strategy. It’s a mainstream form of commerce
and may appeal to many new copywriters.
When economic times are tough, businesses are
looking to save money. As a new copywriter, you
want experience and samples for your portfolio.
Enter… bartering.
Although you may not have confidence yet, rest

Part 5 5-23
assured that what you can do for a business or a non-profit organization
has great value. You could trade web content for a free weekend stay
at a resort… free attendance to a training seminar or event… or a gift
certificate to a five-star restaurant. It can be a win-win for both you and the
client.
If you’re entering into a trade agreement with a potential client, be very
clear about what you’re offering and what you’ll get in exchange. Each of
you should assign a value to what you’re trading. A $2,500 website may
actually be worth dental work of the same value.
Blogging
According to well-known blogging
coach Sherman Hu, “Blogging and
other social media is all about social
relationships. You now have the
capabilities in marketing to really
get a pulse on who your prospective
customer is.”
It’s relatively easy and inexpensive to set up a blog on its own or as part of
your website. Blogging is a great way to get your name and niche known
by sharing your knowledge.
When your readers respond to your blog with comments, you get to know
their views as well — important information when you’re selling to them.
If you decide to create a blog, you must commit to posting new
information regularly — at least 3 to 4 times a week. Although this is a time
commitment, the search engines will find your blog much more quickly
than your website when new content is always being added.
For your blog to be successful, write in your own voice, engage your
readers to invite feedback, and have content that is of interest — not just
fluff.
People read blogs because they appreciate the useful information. If your

5-24 Part 5
blog doesn’t have new posts on a regular basis, chances are the reader will
find another site that meets their needs.
Business Cards
In this Internet age you’ll sometimes hear freelancers discuss the pros and
cons of business cards. But why would you not want to give someone you
meet in person a card with your email address and phone number?
Your business card is an extension of the
image you project. It should highlight
your logo and tagline and reflect the look
of your website. Make sure it’s printed on
quality card stock.
Don’t panic. These days, you can upload
your logo and input your contact
information into a template through an
online publisher for a fraction of the cost of the “old days,” when you had
to hire someone to design the artwork and then take it to a local print shop
to have the cards made.
Case Studies
Have you written a piece of copy that helped a non-profit raise money or
helped a business increase sales of a product?
If so, you can interview the client and turn your success into a story… a
story that will present the problem your client had — and demonstrate
how YOU solved the problem. By putting a human face on a challenge that
your client was experiencing, you present your skill set in a very credible
way.
The prospect thinks, “Wow, if you did that for one client, what could you do
for me?”
There’s a basic structure to a case study:
1. Tell the customer’s story.

Part 5 5-25
 2. Describe the key challenge the customer was facing.
3. Describe the journey — how your copywriting efforts increased sales,
or generated more leads, or increased donations…
4. Finally, summarize the results — all while telling a story.
Perfect the structure and you’ll have a useful marketing tool.
Cold Calling
The telephone is so old fashioned! But… talking directly to the right person
is still one of the most powerful tools available to you.
If you hate cold calling, could you at least
commit to making five calls a day? Have
your list of targeted prospects, a script of
exactly what you want to say, and set aside
a time of day to pick up the phone. In fact,
commit to doing it first thing in the morning.
This leaves time for the person to call you
back later in the day, if you had to leave a
message. It gets the task off your daily “to do
list” while you’re still drinking your morning
coffee.
Write a script for yourself.
Start with your elevator pitch — who you are, what you do, and how you
can help the prospect.
Ask if this is a good time to talk. If not, when could you call back?
A few questions to consider based on your knowledge of the company and
their marketing:
llDo you use freelance copywriters? (If they ask what a copywriter is,
thank them for their time and hang up!)
llAre you getting leads from the opt-in Special Report on your website?

5-26 Part 5
 llHow do you stay connected to your warm leads… do you use email
marketing and autoresponders?
llWhat is your top marketing challenge right now?
llWhat product (or service) do you need more leads for?
llWhat is your biggest challenge with your online sales?
The answers will help you quickly focus on the prospect’s needs, thereby
opening the door to a brief explanation of how you can help.
Direct Mail
If you’ve had the good fortune to hear Joshua Boswell talk at an AWAI
event, such as Bootcamp, you’ll be familiar with his story.
He outlines the quick and dirty strategy he used to build his business as a
brand-new copywriter, without connections or a portfolio.
Of course, he used a copywriter’s greatest tool: direct mail.
You can duplicate the same steps:
llPinpoint the sector you want to work in.
(In his case, Joshua targeted companies
in the direct-response industry.)
llPurchase a targeted mailing list that will
provide the names of the key decision
makers in that industry.
llPublish a professional looking website…
fast.
llPrepare an Information Packet that includes a bio, sample articles,
sample direct-mail pieces, price list, order form, testimonials, and an
introduction letter.
llHave the package available to go out by email to the prospect as a
PDF attachment.

Part 5 5-27
 llSend out your self-promotion letter inviting the prospect to return
a response card if he’d like a copy of your Information Packet — or
direct him to a landing page on your website where he can download
your information.
llCombine the direct mail with cold calling, introducing yourself and
your services, offering to email your Information Packet.
llPurchase Customer Relationship Manager (CRM) software. A good
program can alleviate a lot of stress and worry about writing
deadlines, a follow-up schedule, and details you don’t want to forget
about the prospect.
llFollow up! If someone asked for your Information Packet, call or email
to ask if he has any questions and ask how he’d like you to stay in
touch with him.
llWhen you secure a few clients, do your best work and deliver it on
time or before schedule.
There was actually one more step that Joshua added. He describes it as
doing “something very audacious.”
During a moment of frustration when his low-ball fee
schedule was not getting the results he wanted,
he copied the fee structure of a very prominent
copywriter (Bob Bly!), reduced his fees by 15%,
and made the new
schedule part of his
Information Packet.
He revised his contact
list to remove smaller
companies and went
after the big ones.
The result? His determination and power of persuasion paid off. Suddenly,
Joshua was among the league of well-paid copywriters.

5-28 Part 5
If you’re saying, “I could never do that,” consider how hungry you are for
success. The more you want success in your new career, the more you’ll be
willing to put yourself out there.
You have this program as a valuable resource. Take everything you know
and write the best sales letter the client has ever seen. Land a client or two
and deliver what you promised… on time.
Keep implementing the plan, and more clients will follow.
As Joshua became more experienced, he adopted what he calls the “Profit
Gap Analysis Letter” for self-promotion.
Joshua defines the “profit gap” as that very wide difference between the
money a company could be making if you were working with them versus
their current situation.
To demonstrate the profit gap to a potential client, he has developed a
simple outline of each element of the “Profit Gap Letter”:
1. Identify the “gap.”
2. State clearly that you have the ability and skill to fill in the gap.
3. Tell a story illustrating your ability. Be short but specific.
4. Provide testimonials and social proof to validate your claim and your
story.
5. False anchor and false close them with a statement of large numbers.
(This is a set-up for closing and up-selling down the road…).
6. Establish your value.
7. Call to action.
8. Signature.
9. P.S… Piece de resistance. Make them an offer they can’t refuse.
Here’s an example…

Part 5 5-29
 Hello Bob,
In a tough economy, every penny counts… and I’m sorry to say, you are leaving
tens of thousands of those precious pennies on the table.
I know because I spent some time carefully reviewing your website, newsletter
and emails. As I was reviewing things, I noticed you’re not using a special 4-U
formula in virtually any of your written materials.
That’s a really costly mistake — especially in today’s economy.
It reminds me of a company I know of — Agora Publishing. (Maybe you
know them?) For years they tried everything they could to get their business to
grow over $100 million, but just struggled with it. Finally, they developed the
4-U system, and almost instantly their copy doubled and tripled its sales and
conversion power. Profits shot up, and the rest is history.
You may be interested to know that I specialize in utilizing the 4-U formula to
help companies recover lost revenues. Listen to this:
“Joshua brings a serious amount of work ethic, wisdom, and ingenuity
to the equation. I would highly recommend him for any project you’re
considering.”
— John Doe
“In a world of scoundrels and cons, Joshua is the real deal. Regardless
of the situation, I know I can count on him.” — Jane Doe
Because of the serious profit-producing value I bring to the table, I currently
charge upwards of $1,000 for an initial evaluation of your copy and a
minimum of $5,000 to work on a project. If I could bring you in $30,000 or
more in new revenue, I think you’d agree that it’s a very wise investment, yes?
Even so, I’m interested in sharing with you some of the other things I’ve
observed about your copy — areas where I believe I can instantly help you
crank out brand-new revenue. If you’re curious about what my full report
contains, I’d be willing to review it with you during a complimentary
15-minute conversation.
There’s no charge for this — but I only open up 6 of these slots a month. If
you don’t grab it, someone else will. Oh, and since I don’t have your credit card
number, there’s no future obligation. Your only risk is not discovering what’s
in my file with your company name printed on it.
If you’d like a peek inside the file, call (123) 456-7891 or email schedule@
yourname.com and request a time.

5-30 Part 5
 I look forward to talking with you and helping you stop the bleeding.
Sincerely,
Joshua
P.S. The 4-U formula is very simple to understand and implement. It’s like riding
a bike. Once you get it, you’ve got it. But the income returns are immeasurable.
As part of our 15-minute call, I’ll give you the formula. That way, even if we
don’t end up working together, you’ll still get thousands of dollars of value out of
the call. (123) 456-7891 or email schedule@yourname.com — Schedule today.

You’re probably thinking you could never write a letter like this one as a
new copywriter… but you would be wrong!
It’s easier than you think to identify the gaps in a business’s website. Simply
review what you’ve learned in this program, identify several key elements
of a good piece of copy, and see if the elements are present in the
prospective client’s marketing materials and website. If they’re not there,
point it out to the business owner — and tell him you can do better!
So, consider adapting Joshua’s “Profit Gap Letter” for your copywriting
business — even if you’re a new copywriter.
Drill Down
Is drilling down a marketing
“People like the idea of having an tool? Yes, it is! In fact, it’s a
relatively easy technique often
expert on their team working on
overlooked by both new and
their behalf. When you’re one of the seasoned copywriters.
leading experts in what you do, your
clients have bragging rights that you When you “drill down” with
existing clients, you take
work for THEM… and that makes
advantage of all the effort it
them feel good about their choice.” took to land the first job. You
— Michele Peterson, AWAI Member take advantage of the fact that
and Freelance Copywriter you’re now familiar with the
client’s products or business,

Part 5 5-31
and he’s seen what you can do. Why not try to take it to the next level?
Here are some examples of some follow-up conversations you can have
with your client:
llI noticed when I was working on the articles for your e-newsletter
that you don’t post the articles to your website after they’ve been
broadcast. Would you like me to tweak the articles and include
keywords for the search engines for you?
llI noticed you don’t collect emails through an opt-in form. Would you
like me to suggest several ideas for a Special Report?
llWhile working on this project, I learned a lot about your company.
How is your direct-mail piece working for you? I could certainly
provide a new version for you to test.
Many freelancers just finish the job and send the invoice. Why stop there?
E-Book
Writing an e-book that you either give away for free or sell online, instantly
makes you a published author. It positions you as an expert on the subject,
no matter what it is.
This results in increased credibility and
visibility.
And if you write a series of short
e-books, you can put them together
and actually publish a complete book.
An e-book is generally considered to
have a dollar value. If you sell your
e-book, you’ll make 100% profit and
provide yourself with a passive income
stream. If you publish with Kindle
or other e-book distributors, there’s
potential for royalty payments. There’s

5-32 Part 5
no inventory to maintain… no shipping or printing costs. And an e-book
can be updated easily.
Adding an e-book to your Marketing Toolkit is easy. Use it as a giveaway at
a speaking engagement, give it in exchange for an opt-in email address,
promote it as part of your portfolio, or promote it on a video podcast and
drive traffic back to your website…
Email Prospecting
You can become a specialist in writing emails for your clients. But first, learn
to use email to market yourself.
When you’re just getting started, you
might collect emails through a number
of channels: through your website, from
networking, through social media…
Slowly, but surely, you’ll build a list of
prospects who are interested in what
you have to offer. You can start to build a
relationship with the people on your list
through email. You want them to think of
YOU when they need the services you offer.
Tips for prospecting through email:
llWrite subject lines that capture the reader’s attention. The subject
line serves as your headline, so follow the rules for writing strong
headline copy.
llShare content that’s useful to your reader. Consider sending out a
monthly e-newsletter.
llBe personable. Let your personality shine through with stories and
anecdotes.
llAs your expertise grows, you can advertise items you have for sale,
such as a new e-book.

Part 5 5-33
Once you see how easy email marketing can be, you can pitch it to clients!
For example:
llIf your prospect doesn’t have an opt-in piece, you can offer to write a
special report.
llOnce the client’s list starts to grow, you can offer to write the emails
to their prospects.
llAnd to add more value, you can suggest writing a monthly
e-newsletter.
A series of short emails that are automatically sent to a prospect —
known as autoresponders — is another specialty you can focus on in your
copywriting career.
It’s important to stay in touch with your prospects to promote your own
services — and then do the same for your clients.
3 Secrets Behind a Successful Autoresponder Series
By Jay White
1. Be open. Don’t hide behind a persona or a facade in your emails. Be
transparent in your messages. Give people a sneak peek inside your
home, your office, and your life.
2. Be honest. Honesty builds trust faster than anything else. And when
you’re honest with your prospects, they’ll reward that integrity by
doing business with you.
3. Be helpful. Most of your prospects opted in to your list because you
promised them something of value. GIVE it to them! Make sure your
emails offer something that’s helpful to your readers, whether it be
a content-based series that teaches or the answer to a certain want,
need, desire, or problem they’re experiencing.

Follow-Up
Is “follow-up” really a marketing technique?
According to Bob Bly, good follow-up can be the one technique that

5-34 Part 5
separates a $20,000-a-year copywriter from one who makes over $100,000.
And if that’s the case, then it deserves to be highlighted as a must-have
strategy within your Marketing Toolkit.
Many successful business owners swear by a good Contact Management
System. It reminds you when you need to call a prospect back. It can
also help you keep track of important information about your clients and
prospective clients. After all, it’s easier to build a relationship when you can
remember to ask questions to follow-up your last conversation with the
prospect…
“How was your vacation, Bob?”… “How’s the new grandchild?”… “Did you
ever buy that new car?”
It’s very flattering to have someone remember what you said during a
phone call a few weeks — or a few months ago.
If your prospect says, “Check in with me in 6 months”… how do you keep
in touch in the meantime? With the help of a Contact Management System.
Communicate regularly. But it doesn’t have to be a labor-intensive effort.
A regular email with tips or news that can be useful will help to ensure the
prospect remembers you when you do call back.
A third technique is random communication. When you come upon
something that might be useful for your prospect — such as an article in a
magazine — send it to him with a note.
With a good follow-up system, you can stay in touch. After all, it takes time
to find a warm lead. With follow-up you can develop a relationship and
eventually turn the prospect into a client.
Lead Generation
Lead Generation provides a technique for capturing warm leads — people
who are expressing an interest in something you have to offer, such as a
free special report, a copy of a presentation, a free consultation…
Two of the most common routes for lead generation are through your

Part 5 5-35
website and via speaking engagements. (Public speaking is covered
separately.)
Getting started with lead generation through your website is easy…
1. Offer a bait piece — a special report on something of value to your
prospect that you exchange for an email address.
2. Provide an opt-in form to collect the email address of your prospect.
3. Develop a follow-up system that automates your ability to
communicate with your list.
This is often referred to as your “sales funnel.” Prospects are searching on
the Internet for a product or service. They find your site and are happy to
give their email address in exchange for information that they find useful.
You have now started to develop a relationship
with them, particularly if you continue
to send them additional information
through regular emails, e-newsletters,
or even snail mail. You have created a
funnel for warm leads.
If you’re not ready to implement an opt-
in form, you can still use this strategy.
Simply ask prospects to email you if they
want the special report. You can email it to
them as a PDF, or you can mail them a hard
copy.
Either way, follow-up will be important. Email or
call everyone who asked for the report and ask if they found the report
useful. Offer to answer any questions they may have about you or your
services. Then stay in touch through a short e-newsletter or simple email.
That way, when the prospect has a need, he’ll know who to contact.

5-36 Part 5
 Networking
With focus on “social networking” these days, don’t forget about traditional
networking. It’s a bonus when you have the opportunity to tell someone in
person exactly how you can help his or her business.
Initially we think of networking at targeted events such as conferences,
trade shows, service clubs and groups, such as the Chamber of Commerce.
But you need to be open to networking
everywhere — at the dentist’s office,
gym, when you take your kids to soccer
practice… and especially when your
new neighbor asks, “What do you do?”
Translation: “How the heck do you make
a living, because I see you home all the
time, and you’re definitely not dressed
for work!” Now, that’s a networking
opportunity!
And the beauty is you have the answer to the question. This is the time to
use your tagline and elevator pitch. Be sure both are:
llUnique to what you do.
llEasy to understand. If you’re not sure, give your elevator pitch to
someone who isn’t familiar with what you do. Did they get it?
llFocus on what you can do for the prospect. Remember, he’s standing
there asking himself, “What can you do for ME?”
Of course, having your business cards handy is a must. One trick is to carry
your own cards in one pocket and have another pocket free for cards you
collect. There’s nothing worse than offering someone your card and then
not being able to find it. Or, you find it stuck to a Kleenex!
Be prepared with a few questions you’ll want to ask everyone you meet.
After some general questions to find out about the person and his

Part 5 5-37
business, you ultimately want to uncover any challenges he’s having and
connect that challenge to how you can help him.
If you think about how you can help a prospect, it will help to reduce
your fears of selling to the prospect.
Offer to send the person more information on your business or that special
report you just finished writing. Then use another tool in your toolkit:
Follow-up.
Newsletter, E-newsletter or E-zine
Most newsletters are sent electronically these days. They basically consist
of short articles designed to engage readers with useful information.
There are several advantages of using this marketing tool for your own
business. An e-newsletter is:
llCost-effective — a fraction of the cost of
sending out a printed newsletter by mail.
llYou can measure the results.
llThere is a high return on your investment. One
new client from a newsletter is worth the effort.
llYou can use the content in multiple ways:
repackage as an article on your website, hand
out at tradeshows, and even encourage your
prospects to post the newsletter on their own
site, with a link back to yours.
llAnd when you add new content to your website, the search engines
notice.
llAn e-newsletter is a short writing project, usually less than 1,000
words.
llAnd as with some of the other tools we discuss, by writing an
e-newsletter you increase your profile and credibility as an expert.

5-38 Part 5
 3 Characteristics of a Good Newsletter
By Nick Usborne
llIt has a balance of great content, interesting links, interaction, and a
money-making link or two.
llIt has a sense of continuity.
llIt’s a long-term asset — hopefully for years to come.

Online Job Boards

For some new copywriters the opportunity to get a feel for writing for a
client can be done strictly through the Internet. There are over 100 online
job and project networks with over 300,000 paying jobs posted each
month — with potential clients all over the globe.
And it works two ways. You can learn the tricks of applying or bidding for
jobs, and you can post your own ad, looking for work.
Mark Ford offers this advice on how to position your ad to get hired.
llStay focused on what you can do for your clients.
Before you write, decide what audience you’re trying to attract. Is it a
marketer in a particular industry… or in a broad range of industries?
Ask yourself what you can offer this “buyer” of your services. Then
spell out the benefits.
Write sentences that are “you” focused and not “me” driven. Don’t
say, “I’m an experienced copywriter who loves to come up with new
ideas.” Instead say, “I’ll bring you fresh ideas that will set your product
ahead of the competition.”
llProve your worth.
The best way to prove you produce effective copy is to trot out some
examples. Say, “A letter I wrote for a local car dealership brought 67%
more customers through the door than any other promotion they’d
ever mailed.”
If you’re just getting started, you might prove yourself by showing

Part 5 5-39
 you know what you’re talking about. You might say, “My copy sells.
Unlike other writers whose letters are all hype, my copy is aimed at
the right audience, it makes persuasive claims, and it delivers buyers
who boost your sales.”
llSpecificity sells!
Avoid vague statements and general ideas. Don’t just say, “I’ve been
writing for years.” Instead say, “I bring you three years of successful,
professional copywriting experience.”
Offer concrete examples to support your claims. If you can include
some specific projects you’ve worked on, be sure to do so. Name
drop when possible.
llBe concise.
Edit yourself. Be sure your sentences are as concise and efficient as
possible. Cut extraneous words.
llInclude keywords and key phrases.
If you don’t include the critical keywords and phrases that will help
electronic search engines
connect potential clients to you,
your ad may never be seen. Six
strong keywords you can use in
combination are: Copywriter…
Writer… Direct mail… Direct response… Marketing… Freelance… Sales.
llCreate a descriptive title.
Most of the sites that let you post an ad ask you to key in your “title.”
And most copywriters type in “copywriter” or “marketing writer” or
“freelance writer.” You’ll set yourself apart if you describe yourself
or your services better. Try “effective copywriter” or “sales-oriented
copywriter.”
In the Additional Resources section for Part 5 of this program, you’ll find
“25 Great Job Sites for Copywriters”. These job boards are filled with
copywriting positions — sites that focus solely on copywriters, and larger

5-40 Part 5
job boards that include copywriting positions.
As Winton Churchill points out in the AWAI resource, How to Land Clients in
21 Days, you can build a successful business, working from anywhere in the
world, with just your computer.
You have the copywriting knowledge. Just learn the simple strategies for
finding jobs, bidding on them, and delivering quality work — on time. As
you succeed in winning bids for jobs, you’ll move up from the somewhat
low-paying jobs that are often promoted on the sites to the inner circle
where the more challenging projects with higher pay are hidden.
Pay Per Click Ads (PPC)
Of course, a pay per click ad fits under the heading of advertising. But since
it’s a strategy that copywriters can actually
specialize in, it deserves a bit more attention.
When you do a search for a product or business
on the Internet, you find a list of search results.
The search engines do the work, and you’re left
with a list of both organic or unpaid websites,
as well as paid or sponsored websites.
PPC ads appear on the right-hand side of the search results, as paid or
sponsored sites.
Google Adwords is the most popular PPC program and provides a
very effective way to generate instant traffic to a website. But, like any
marketing strategy, a PPC ad has to incorporate the same principles
as a good sales letter. The headline is critical and has to tell the reader
immediately, “Yes, this is exactly what I was looking for.”
The challenge — writing an ad that the reader will actually click on to read
more — while using no more than 95 characters.
And when the reader gets to your website or landing page, the content will
have to finish the sales job that your PPC started.

Part 5 5-41
 Press Release
You may be more likely to think of crafting a press release for your clients,
but what about a press release about YOU?
The benefits of a well-written, targeted press release likely match your wish
list for your marketing campaign!
A press release can:
llProvide free advertising and attract your perfect client.
llIncrease traffic to your website and raise your presence online.
llPosition you as a knowledgeable expert in your niche.
The same lesson about identifying your prospect holds true with a press
release. Target publications that serve your niche.
If you write for small businesses, the
local Chamber of Commerce and even
Rotary Clubs will be interested in your
news.
If you write for the computer industry, target your distribution list
accordingly.
Send press releases out regularly… for instance, to announce your new
business, highlight a course you’ve completed, or a success story about one
of your clients.
Create a list of key contacts that you can add to, and develop and refine
relationships with the people on that list. As always, a quality distribution
list of 15 beats a watered down list of 100.
Public Speaking
Here’s Bob Bly’s approach to generating leads through public speaking:
llOffer to speak for 20 minutes to service clubs, business clubs, the
local Chamber of Commerce…

5-42 Part 5
 llChoose a topic that relates to your niche and will provide useful
information for the audience.
llHave copies of a form on the tables that asks the audience to “check
here” if they’d like a copy of the presentation. Of course they’ll enter
their contact information.
llHave a second check box that says “contact me about a free
consultation regarding my marketing needs.” Again, you’ll have their
contact information.
llFollow up with the prospect. After you send them a copy of your
presentation, send them other useful information from time to time. If
they asked for a free consultation, congratulations! Your warm lead is
getting hot.
Referrals
Sometimes we overlook the obvious. How many people do you have in
your personal and professional contact list? How about your connections
on LinkedIn and Facebook? What about former colleagues who can speak
highly of you from previous employment? Or members from the service
club you belonged to.
The fact is we do know more people than we think.
Prepare a personalized message outlining
the new career path you’re taking. Send it
out individually, not in a mass email.
Ask each person if there’s anyone in their
network who might benefit from your
writing services. If you’re lucky enough to
get a referral from one of your contacts,
don’t forget to send them a personal
note thanking them. Enclosing a gift card
for the local coffee shop would also be a
nice gesture.

Part 5 5-43
The flip side to asking for referrals also works. Many professionals swear by
the mantra, “The best way to get referrals is to give referrals.”
Research
At first glance, research may seem like an odd marketing strategy, but
it’s actually a very good one. In this case, research relates to finding out
everything you can about your prospects and identifying gaps in their
marketing — gaps that you could fill.
Complete the step by sending a letter to the prospect. Point out the gaps
you’ve uncovered, such as a shortage of new content on their website or
the lack of a lead-generating special report on the home page. Paint a
picture highlighting what you can do for them.
Social Media
At a recent AWAI Bootcamp, copywriting icon Bob Bly admitted that it had
taken him awhile to embrace social media. But, once he jumped onboard,
he realized he should have done so sooner. “Unless you are living in a cave,
you can’t help but notice the money being made from social networking sites.”
Most people are familiar to some degree with the main social media
channels: LinkedIn, Facebook, Twitter and YouTube.
LinkedIn is a professional networking site
designed specifically for business people.
On LinkedIn you can set up a detailed
professional profile to highlight your
skills. With the search function you can
find businesses and groups in your niche
to join.
Facebook originally started as a social
network for college students. It now has a
place among professional networking, thanks to
the ability to set up a business page.

5-44 Part 5
 Twitter is a real-time information network, which limits single
communication to a maximum of 140 characters.
YouTube is an “inbound TV channel.” Who would have thought that
the same medium that showcases singing dogs would hold value for
copywriters? But video marketing is exploding. In fact, YouTube reports
that people upload 48 hours of video every single minute and watch 4
billion hours of video every single day!
If you can share useful information and helpful tips, video will help you
make connections with your target audience in a powerful way.
Social media is continually evolving, with new options gaining traction all
the time. Instagram and Google+ (Google Plus) are two of these:
Instagram is a simple smart phone app that lets the user instantly post
photos to a variety of social media channels. Now, before you question
how your personal photos fit into a marketing strategy, Instagram is
bigger than that. Businesses are using the strategy to help build their
brands and engage followers. Photos are a simple way to gain attention
and give your social media campaign a bit more personality.
Google+ is a new social media tool introduced by Google. It can’t be
described in just a few short sentences. The platform does have some
similarities to both Twitter and Facebook, but it also features some new
ways to stay connected.
For instance, you can group your contacts into “Circles.” So, you may
have a circle for family, friends, colleagues, members of your book
club… but unlike Facebook, the connection doesn’t have to be
accepted by the other person. You then control which of your posts
each circle can see.
You can also “Hangout” with a limited number of your circle. This
features allows you to engage in a specific conversation with up to
10 members of one of your circles through video chat. Over just the
past couple of years, Google+ has grown enormously and is definitely
proving to be a challenger to both Twitter and Facebook.

Part 5 5-45
AWAI Wall of Famer Jim Turner has thousands — actually over 10,000 —
followers on Twitter and Facebook. He admits it takes time to land paying
assignments and to stay on top of the trends, but he also proves it’s worth
the effort.
Jim’s advice is pretty basic when you boil it down:
llPick the sites you want to explore and simply sign up for a free
account.
llFill out your profile.
llStart following others and what they’re saying. This is important.
After all, social media is built on the need to communicate! When you
follow what “thought leaders” say, you read their blogs, sign up for
e-letters, read their twitter feeds… anything where you can stay on
top of their conversations.
llGet known by posting comments on their
blogs, share useful information and generally
demonstrate your own knowledge.
llThese simple steps lead to building relationships.
And we know the value of relationships!
llOngoing communication and relationship building
leads to trust. At some point you suggest talking
by phone to discuss mutual needs and potential
projects.
ll…And keep repeating the steps, or as Jim says, “Wash, rinse and
repeat.”
Special Reports
Not too long ago free reports were often called white papers, but that term
is used mostly in the B2B and technical sectors. The rest of us respond to
the offer of a free special report. And who hasn’t downloaded a free special
report on a topic that appealed to you?

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Why write a special report? Two good reasons: it will generate leads as we
have already outlined. But, just as important, a special report boosts your
credibility. It immediately shows your prospect that you can write and you
know your subject matter.
There is a trick, though…
Special reports have to be useful to the reader. It shouldn’t be a blatant
marketing tool about you. You can have a few lines in the author bio for
your own promotion — otherwise, it should be all about the reader. Pick a
topic related to your niche and provide valuable information.
For instance, if your niche is social media, you could write, “5 Social Media
Mistakes to Avoid.”
If your niche is search engine optimization, you could write, “5 Reasons
Your Website Is Not Getting Traffic.”
Another bonus — your special report will become one more sample in
your portfolio.
Strategic Alliances
Make a list of every business that offers a specialized service. Now study
that list. Chances are every single one needs good writing in some form or
other.
For instance, a graphic designer may be designing
a website or a new brochure for a client. But, just
because he’s a pro at designing, doesn’t mean he’s a
pro at writing the copy that will be required.
A company that prints direct mail for their clients
generally does not actually write the copy. Often it’s
supplied by their clients, but sometimes the client is
happy to request a referral to a copywriter they can
use on contract.
A non-profit agency may win awards for the programs they develop for

Part 5 5-47
young people — but they likely need help to write the fundraising letters
that are sent out for their annual campaign.
Look around you. There’s a lot of potential in developing strategic alliances
that can help further your reputation — and this is a “NO cost” tool!
Trade Associations
A trade association is an organization whose members are involved
in a particular sector or industry, organized to promote their common
interests. The association will generally help members with public relations,
education and networking through conferences and trade shows. A trade
association will generally be heavily involved in publishing industry news
through such avenues as their website, newsletters or magazines both
online and print, and membership directories.
A trade association that caters to your niche can be a valuable opportunity
to promote your business through writing editorial or by purchasing
advertising.
There are over 7,600 trade associations in the U.S. alone. Chances are there’s
an association for your niche.
Examples range from broad categories that you might expect, such as:
llAmerican Animal Hospital Association
llAmerican Medical Association
llAutomotive Trade Association
llNational Association of Home Builders
llOutdoor Industry Association
llPrinting Industries of America
llRetail Industry Leaders Association
llWine and Spirits Retailers of America
…to more targeted niches:
llNational Christmas Tree Association
llNational Bison Association

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 llNational Chimney Sweep Guild
llAmerican Society of Travel Agents
llThe Hosiery Association
llArizona Dude Ranch Association
Membership can be costly, but some may base the fee on the size of your
business.
Video and Podcasts
Podcasts — recorded audio or video files you can download from your
computer — have gained in popularity in the past 10 years. Recently,
online video marketing has taken off like wild fire as one more tool to
promote a customer’s product. A video or podcast has the ability to convey
important information in a short amount of time.
Video scripts follow direct-response
principles, designed to get the viewer
to take action. Since we’re talking
about self-promotion, why not take
your own direct-mail letter designed
to highlight your services and adapt
it to a podcast or video script?
Inserting audio or video into your
current marketing is easier than you
think.
Why not use it in an email? More and more autoresponder emails are
coming with links to take the reader to a video. In fact, the click-through
rate of an email using video is higher than an email that does not.
Why not interview a few happy clients giving their testimonial of your
writing services?
You can also add video to your blog. What a great way for the prospect to
get to know you quickly.

Part 5 5-49
By talking directly to your potential client, you’ll develop trust and a
relationship even faster than through traditional written communication.
Website
It’s hard to believe, but not too long ago, many businesses didn’t have a
website. These days, a website is a MUST.
A website was already listed as one of your must-have basic marketing
tools, but it’s worth expanding upon.
On a very basic level, a website is your sales brochure that can be viewed
by potential clients 24 hours a day, seven days a
week, 365 days a year. On a higher
level, a website is a powerful sales
tool, dramatically increasing your
reach and earning potential.
As a brochure, a website tells your
prospect the basics about the
services you offer and provides a
simple way for them to connect
with you.
Over time, your site can be a lead-generation tool, including an opt-in form
and the offer of a free special report.
Regardless of whether your site is very simple or full of content and special
offers, your site has one major goal:
To convince the reader he’s found the copywriter he needs
— the one who can quickly solve his marketing problem.
To accomplish this, you need to provide proof that you’re the best choice…
and, in fact, the ONLY choice. To help you build your website content,
AWAI has published a ton of great information on writing for the Web. Nick
Usborne, Rebecca Matter and Pam Foster are just three of the authors of
the hundreds of “how to” articles you’ll find on the AWAI website.

5-50 Part 5
In addition, Wealthy Web Writer is a membership-based resource within
AWAI that can answer all your web-writing questions while providing
roadmaps outlining how to succeed.
Once you know how to make your site stand out from the crowd, you’ll be
able to do the same for your prospects’ sites.

What TO DO and What NOT to Do

When Marketing Yourself
If you want to be a professional copywriter in any niche, project an image
that you’re a professional.
Even though you’re working from home and you may be in your most
comfortable jeans and t-shirt (or even your pajamas), you’re still a
professional.
llDo good work. Even if you’re sending a draft, make sure you’ve
checked the spelling, and all the grammar is perfect.
llDeliver on time. Because this is such an important point, let’s
rephrase it: Never miss a deadline.
llAct professionally. When you talk with a prospect or client by
phone, don’t let your barking dog interfere with the call or have
someone running the vacuum in the next room.
llProject confidence.
The image you create in your prospect’s mind is part of your marketing.
Don’t get lazy with your professional persona…
Don’t give your prospect or client any suggestion that you may not know
how to complete an assignment. Remember, you have everything you
need to write great copy at your fingertips!
And, as tempting as it might be, don’t take on projects you’re not
interested in or work for clients you really don’t like or respect.

Part 5 5-51
 Marketing Options — The Sky’s the Limit!
Once you understand all the strategies in your Marketing Toolbox, it’s time
to ask yourself some questions about each one:
llIs this a strategy I can use effectively?
llDoes this strategy fit within my comfort zone? (But remember,
although your comfort zone is important, it’s also necessary to stretch
your wings a bit and push yourself to do something you haven’t done
before.)
llCan I realistically select this tool as a part of my own marketing plan?
The following “marketing recipes” will help you pick and choose the tools
that are right for you, regardless if you just want the basics, have minimal
money for marketing, want to become a recognized expert in your niche,
or if you’re an introvert or extrovert.
As you can see, the choices and combinations can suit every copywriter,
new or seasoned, regardless of your budget. All you need is time to put the
tools in place.
The Bare Essentials:
llIdentify your niche, writing style and services.
llChoose your business name. Make sure the corresponding domain
name is available.
llIdentify your USP.
llTease out all the ways in which the prospect will benefit by hiring
you, and highlight what you can do for him.
llCreate a tagline and 15-second elevator pitch.
llInclude a professional signature in your email correspondence.
llStart collecting examples of your work. Develop a portfolio.
llSet up a basic website.
llWrite a self-promotion letter.

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 A Simple Formula for Landing Clients
By Pam Foster
llCommit to a niche market that’s exciting to you.
llMake a list of what you bring to that niche market, in addition to your
copywriting skills.
llCheck out the world of copywriters for THAT market.
llCreate your own niche-focused website.
llFollow a smart marketing plan to announce your website.
llGet ready to field inquiries.
llMeasure what works to drive the most inquiries.
llPut your marketing on autopilot.
llImmerse yourself in your niche market and enjoy!

Low-Cost Options:
ll Articles llFollow-up
llAWAI Resources llLead Generation
ºº DirectResponseJobs.com llNetworking
ºº $10K Challenge llNewsletter
ºº Spec Opportunities llOnline Job Boards
llBartering llPress Releases
llBusiness Cards llReferrals
llBlogging llResearch
llCase Studies llSocial Media
llCold Calling llSpecial Report
llDrilling Down llStrategic Alliances
llE-books llVideo and Podcasts
llEmail Prospecting llWebsite
Options with a Price Tag:
llAdvertising
llAWAI’s annual FastTrack to Copywriting Success Bootcamp and Job Fair
llDirect Mail
llPay Per Click Ads (PPC)
llTrade Associations

Part 5 5-53
 Options for Becoming an “Expert”:
llArticles llPublic Speaking
llBlogging llSocial Media
llE-books llSpecial Reports
llNewsletter llVideo and Podcasts
Choices for Introverts:
llArticles llLead Generation
llAWAI llNewsletter
ºº DirectResponseJobs.com llOnline Job Boards
ºº $10K Challenge llPay Per Click Ads (PPC)
ºº Spec Opportunities llPress Releases
llBlogging llResearch
llBusiness Card llSpecial Reports
llDirect Mail llTrade Associations
llE-books llWebsite
llEmail Prospecting

“It’s just too easy to tell yourself you can’t do this marketing thing
because you’re shy (or uncomfortable or whatever excuse you
come up with). Or you may wish your work would speak for itself.
But it doesn’t. So if you want to be successful, you have to adjust
yourself to the needs of the marketplace, which often means
learning to introduce yourself and speak up for yourself. Through
practice, you’ll gain confidence, and it will get easier. But not if you
stay in your shell.”
— Ilise Benun, Marketing Mentor and Co-Producer of the Creative
Freelancer Conference

Even if you’re a shy marketer, push yourself to include some of the

following tools in your marketing plan:

5-54 Part 5
 Choices for Extroverts (of course, you can add
the introvert personality choices to your list too!):
llAWAI’s annual FastTrack to llFollow-up
Copywriting Success Bootcamp llNetworking
and Job Fair llPublic Speaking
llBartering llReferrals
llCase Studies llSocial Media
llCold Calling llStrategic Alliances
llDrilling Down llVideo and Podcasts
…and, under EACH category — walk, talk and act like a professional!

Marketing Effectiveness Matrix™

In his book, The Wealthy Freelancer, Ed Gandia describes his Marketing
Effectiveness Matrix (MEM).
The MEM provides a simple classification system for the most common
marketing strategies. Each marketing tool is allocated to one of four
quadrants. The result is a visual framework that takes into account the time
required for marketing measured against the effectiveness of the various
marketing vehicles.
As you can see below, Quadrant 4 is classified as Wasteful. If your marketing
fits into this quadrant, you cannot avoid the conclusion — you spend too
much precious time on activities that are not likely to yield meaningful
results. 
Now compare that to Quadrant 1. If you tap your existing network, your
approach is far more effective than unfocused networking. Add in “going
deeper with existing clients” and “targeted direct mail,” and it becomes
obvious the time required for marketing will be more effective. 
Although you may use the strategies outlined in each Quadrant, you’ll
become more productive as a marketer when you recognize the
relationship between time and effectiveness. 

Part 5 5-55
If you’re building a platform as an expert, it’s logical that the marketing
tools you choose, such as public speaking and writing articles, will take
more time to deliver results. But the MEM ensures you’re choosing the right
tools based upon your goals.

© 2013 International Freelancers Academy

You Have a Warm Lead. Now What?

You’ve done your prospecting and have a company that’s actually
interested in talking to you! Don’t panic.
You’re a professional copywriter, regardless if this is your first good lead or
your 10th.
You now have the opportunity to actually talk with the prospect, either in
person, by phone, or through Skype or FaceTime.
It’s good practice to always go into an interview prepared…
Start with research. Research is a key element of what you do. First, you
did research to find prospects in your niche. Now you need to know more

5-56 Part 5
about the company and/or the person who’s about to hire you. Find out
everything you can from the company’s website, social media, and a
general Internet search. And don’t forget to research the competition.
Prepare a list of questions for your prospect:
llSome freelancers find it useful to ask about the budget for the
project.
llThe question “Why now?” can uncover the
prospect’s deeper motivation for taking
action at this specific time. You’re better
positioned to solve his problem if you
understand his current goals. This will also
help you identify additional services you
can offer to help him reach his goal.
llWhat is the timeline for the project? This
will help you identify milestones of when
specific tasks need to be achieved.
llWho will be reviewing your drafts?
When you’re talking to your prospective client, probe and LISTEN to what
he’s saying. Focus on his needs.
Throughout the meeting, be sure to position yourself as the solution to the
prospect’s problem.
llRemind him what makes you unique and a good fit for the job.
llBased on what the client needs, outline a benefit you can offer to
solve the problem.
llOffer some proof that you’re the right person for the job.
Bring (or send) a package or portfolio to highlight who you are:
testimonials, samples of work — for real clients or work you’ve completed
to simply demonstrate your skills.

Part 5 5-57
Be professional. Follow up after the meeting with a formal proposal or any
other information the prospect requested.
Don’t forget to take care of some of the housekeeping details that help to
keep anxiety in check:
llIf you’re leaving the house, know where the car keys are and be sure
your directions are clear.
llIf you’re meeting over the phone, be sure there are no barking dogs
in the house and consider closing your office window to prevent the
sound of lawn mowers and other outside noise from overpowering
your conversation.
Being prepared on all fronts goes a long way to reducing your stress!

The Dreaded Question: How Much Do You Charge?

At some point, the prospect will ask the question, “How much do you
charge?”
There’s one critical action to take at that
immediate second:
Bite your tongue for five seconds, just
long enough to stop yourself from
blurting out a figure… or even worse
from saying, “ugh… hmm.”
There’s a risk of throwing out a price
that’s too low — making you look like
an amateur — or quoting a price that’s
so high it’s way out of line with industry
standards.
You want to have enough time to thoroughly think about what the client
needs and to lay out for him exactly what you would do and what your fee
would be.

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So, even if the client presses you for an amount, tell him you’ll submit a
proposal within 24 hours.
However, there’s one more way to approach the question about your fees.
If you’ve done the research and established a fee structure, you’ll have a
set range for certain projects. For instance, if you specialize in case studies,
your fee range might be $750 to $1,500 based on a combination of factors
(how experienced you are, how long the case study is, how much new
research will be involved…)
If that’s the case, you might consider giving the fee range you’ve
established and published in your Information Package — but then
indicate you can provide a more targeted fee when you have the time and
information to prepare a proposal.
When you do, you can break down the project fee to include everything
you’ll need to do. For instance, initial research, interviews with
customers, an outline, a draft for approval, and a finished product
— all within an agreed-upon time frame.
You may also get asked about your hourly rate. There are
many excellent articles on the AWAI website that discuss
fees, and the general consensus is that hourly fees are a
no-no. A discussion of hourly fees puts too much focus
on the dollar figure and not the value you bring to the
client.
The fee question can cause panic for even seasoned
copywriters. The more research you do on the industry
standards for the type of writing you want to do, the
better off you’ll be. You can establish fair (fair to you and
the client) fees with confidence.

Writing a Proposal
Your proposal for a project is your chance to show you’re a professional
who can bring value to the client.

Part 5 5-59
Although there are excellent templates out there, be very careful that
you do not sound like you’re actually working from a cut-and-paste
proposal! Ensure each point you make applies to the specific client you’re
approaching.
Use headings to help highlight each section of what you’re proposing.
Consider the following:
llIntroduction
Based on your conversation with the prospective client and your
preliminary assessment of his needs, provide a summary of what you
know.
llProposed Project Plan
Outline for the prospect what you’ll do for him. Be detailed and
specific, including what you’ll do before you even start writing. The
more information you provide here, the more credible your fee will
appear.
ºº Review all current marketing materials, annual reports, etc.
ºº Dig deeper with research to refine the company’s USP.
ºº Research their target market — conduct interviews if necessary.
ºº Research the competition.
ºº Write the (fill in the blank) Special Report, Website Landing Page,
Email Series…
ºº Any other tasks you’re including.
llClient to Supply
Depending on the type of writing you’ll be doing, you may need
specific items from the client, such as data cards or research reports.
If you don’t receive the information in a timely way, your work will be
impacted.

llFee Structure
You may have presented a fee range initially. Now you can be specific.
Consider if you’re offering any discount (for a new client, for repeat
business…)

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 Clearly indicate if you expect 50% up front with the remaining 50%
due upon acceptance of final draft or within 15 days of the final
product being delivered.
Indicate how you want the fees paid, such as by PayPal or check and
specify who it must be payable to.
llCaveats or Limitations
Think of what could go wrong with the project. What will you do if
the client cancels half way through? The “kill fee” is often equal to the
50% initial payment.
You may want to specify how you’re submitting your final copy. For
instance, as a PDF document with all typesetting complete or as a
Word document ready for the graphic designer. Will you be including
artwork or photos?
llMilestones
Indicate when you’ll have the outline, first draft, final draft (specific
to the deliverables for the project) completed. This is based upon a
specific and realistic start date.
When you propose dates that you’ll
commit to, you also have to indicate
for the prospect when they have to
have comments back to you. If they
don’t provide their feedback in a
realistic time, your milestones will be
affected.
And then follow the Golden Rule —
Don’t Miss a Deadline! Better yet, be
ahead of schedule!
llRevisions
Be clear how many revisions you’ll work on and for how long. One
suggestion is to indicate you’ll provide revisions until the client is

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 happy, but within a time frame such as 30 days from the date of
submission of first draft. If the need for revisions goes on after that,
indicate if there will be an additional fee.
llNext Steps
This is the perfect opportunity to make it easy for the client to say
YES. Indicate when you would be available to start and that you’ll
begin as soon as you receive 50% of the project fee.
Tell the client exactly what you want him to do next:
ºº Call if he has any questions.
ºº Agree on a suitable start date.
ºº Sign below and return by fax or email.
ºº Submit the first half of the fee.
Sign and date the proposal, provide your contact information, and
leave space for the client’s signature.
Use Your Persuasive Writing Skills to Build a Relationship
with Your Client Right From the Start
By Steve Roller
I include this paragraph within my proposals for my Web Content
Copywriting business…
I invest a fair amount of extra time researching and brainstorming anytime
I work with a new client, but I don’t factor that into my fees. My goal is to
work with you long-term and help your business grow. I aim to help you
increase your client base, develop long-term client partnerships, and provide
you with ongoing value above and beyond what you would get from any
other copywriter. If it’s a mutually beneficial relationship, I’m confident we’ll
connect on a fee schedule that works for both of us going forward.
This one, small paragraph conveys my level of professionalism, my
commitment to the client, suggests the potential of a long-term
relationship, and takes the client one step closer to saying, “Yes, I want to
work with you.”
When the prospect sends back a signed proposal, congratulations! You just
converted him into a paying client.

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The signed proposal now represents a contract.
Although there will be times you think a contract is too formal, you need
something in writing, even an email, to use as a reference to what you both
agreed to.
There’s nothing worse than hearing, “Oh, I didn’t think you were going to
charge me for that part of the job.” Or, “I thought you were doing a landing
page AND the direct-mail piece.”
Put it in writing and save yourself grief down the road.

Final Words — Mistakes to Avoid

and Encouraging Words
Nick Usborne highlights a few mistakes many freelancers make:
Mistake #1: Marketing when you need
new clients, instead of before.
Freelancers turn to marketing when it’s too late. They suddenly realize their
funnel of jobs is drying up and that, unless they get out there fast, there
won’t be much work to do next month, or next week.
…Marketing implies the existence of a goal, a plan, and continuity.
Marketing is something that happens all the time. McDonald’s doesn’t
market itself only when it thinks next month will be a little light on
revenues. It markets continuously.
Mistake #2: Approaching prospective clients
without first doing enough research.
Without research, you might say: “I’m an expert in writing e-newsletters for
the green tech industry.”
With research, you might say: “I’m an expert in writing e-newsletters for the
green tech industry. I think your e-newsletter is great, but I notice you don’t
include elements that could drive readers through to your sales pages. Nor
have you integrated your e-newsletter with your social media activity. I would
love to talk with you about that.”

Part 5 5-63
 Mistake #3: Failing to define
a Unique Selling Proposition.
What makes you different from all of the other freelancers you compete
with? Why are you the best choice? What do you bring to the table that’s
unique and truly valuable?
Too often, I see freelance website home pages with boring headlines, or
headlines that make general, non-specific promises.
That’s a fast way to lose a prospect in about three seconds.
Now, you have a full toolbox of marketing strategies to use, but here’s
one last piece of encouragement…
Do you want to know what Bob Bly looked for in the 10 AWAI-trained writers he
hired not too long ago?
Katie Yeakle did, and she asked him.
Bob’s answer, in no particular order:
llWriting talent — clear, concise writing exhibited in samples and cover
emails.
llIntelligence.
llEnthusiasm.
llWriters who are easy to deal with and rational — not quirky, odd,
difficult, or demanding.
llExperience or knowledge of a specific topic on which I think I could
create and sell an info product.
llA more junior person willing to work for my modest rates in exchange
for the experience.
Did you catch the two critical points?
He wanted to hire 10 brand-new, AWAI-trained copywriters!
Now, go get those clients!

5-64 Part 5
 Take Action!
In a recent article, “Notes from Paris,” written by Mark Ford and published
by The Palm Beach Letter, Mark quoted author Robert Ringer from his
great book, Action! Nothing Happens Until Something Moves. The quote is
particularly useful…

“I am absolutely convinced that neither success nor happiness is

possible without action… Ideas can be precious commodities that can
change the world. Sound preparation is invaluable, and knowledge
and wisdom are essential when it comes to giving one an edge in the
pursuit of great achievements. But ideas, preparation, knowledge,
and wisdom are all but useless without action, because action is the
starting point of all progress. In other words, an idea of and by itself has no
intrinsic value. It must be accompanied by action. It is action that cuts the
umbilical cord and brings an idea out of the womb.”
Reading about marketing has no intrinsic value. Your choice of
marketing tools has to be accompanied by action. It is action that
will turn you, the aspiring AWAI member, into a successful… and well-
paid… copywriter.
Your Writer's Life

0:00/0:00

Video is available in the online version.

Access it from your myAWAI Member Page.

Part 5 5-65
Suggested Reading

Suggested
Reading
Self-Promotion
“How to Create a Competitive Advantage Using Your Business Card,” by Cindy Cyr

“Are They ‘Sold’ Before They Call You?” by Ed Gandia

“A Simple Way to Write an Elevator Pitch,” by Steve Slaunwhite

“Writing Your Self-Promotion Letter,” by Rebecca Matter

“Four Secrets From the Self-Promo Sales Letter That Earned Me $64,000,”
by Pete Savage

“A Proven, Lead-Generating Idea That (Almost) Always Works,” by Bob Bly

“4 Mistakes to Avoid When Marketing Your Freelance Business,” by Nick Usborne

Creating a Portfolio
“How to Create an Impressive Portfolio From Scratch — Even If You’ve Got ZERO
Professional Experience,” by Jason Gaspero

“How to Build a Web Copywriting Portfolio FAST,” by Sid Smith

“Creating an Eye-Popping Portfolio as Your Most Important Self-Promo Tool”

— An Interview With Lori Haller

“The ‘No Portfolio Portfolio’ Strategy,” by Will Newman

Building a Website
“Should You Launch Your Freelance Business Under Your Own Name, or a Business
Name?” by Nick Usborne

“How to Plan Out Your Freelance Website Content in Under an Hour,”

by Rebecca Matter

5-66 Part 5
“How to Build an Effective Freelance Writing Website That Gets Potential Clients Falling
Over Backwards to Hire You,” by John Wood

Writing Proposals
“Landing Projects with Winning Proposals,” by Steve Roller

Writing Articles
“A 5-Step Process to Writing Articles That Get Published,” by Rebecca Matter

Blogging
“4 Ways to Harness the Power of Blogging to Accelerate Your Success,” by Will Newman

Email Marketing
“Turning Puppies Into Profits: The Secret Behind Email Marketing Success,” by Jay White

Social Networking
“The Power of Social Networking to Fast-Track Your Success,” by Will Newman

Writing Press Releases

“How to Turn Two Hours Into Millions of Dollars of Free Advertising,” by Cindy Cyr

“12 Steps to Writing and Sending a Press Release That Attracts Clients to You,”
by Cindy Cyr

Growing Your Business

“How I Landed 7 Ideal Clients in 7 Weeks,” by Pam Foster

“How I Went From $0 to $100k in 11 Months Flat,” by Joshua Boswell

“3 Secrets for Jumping From $20,000 to Over $100,000,” by Bob Bly

“3 Ways to Increase the Fees You Charge for Online Copywriting Projects,”
by Nick Usborne

Part 5 5-67
 Pricing and Fee Structure
“Set Your Fees With Confidence — and Get Paid What You’re Worth,” by Bob Bly

“How to Create a Pricing Structure That Builds Consistent Income,” by Cindy Cyr

“The Biggest Pricing Mistake You Can Make,” by Steve Slaunwhite

“B2B Copywriters: Here’s Why You Absolutely Need a Master Fee Schedule,”
by Ed Gandia

25 Great Job Sites for Copywriters:

Originally Published by MADISON
A master’s in communications degree can help you move up the copywriting ladder
from low-paying part-time positions to work with a reputable magazine or website.
And a copywriter’s position can be fluid — you can work from home, telecommute or
work in an office with other creative people. The following job boards are filled with
copywriting positions available now, including sites that focus solely on copywriters to
larger job boards that list copywriting jobs.

Copywriting and Writing Job Boards

1. American Writers & Artists Inc. (DirectResponseJobs.com): AWAI helps people
develop skills to acquire financial security, independence and freedom. As
the world’s leading publisher of direct-response copywriting, travel writing,
photography and graphic design home-study programs, they use tools such as
this job board to do just that.
2. Blogging Pro Job Board: This board is for writers of all stripes, but copy editors
and copywriters can shine here. Check the menu to the right as well, where you
can find other writing jobs, including online content development, blogger
jobs and publishing jobs.
3. Copywriter Jobs Central: Sign up to get unlimited job access and a daily jobs
newsletter. Jobs include full-time, freelance, part-time and internships. Majority
of jobs are located in larger cities, Washington DC topping the list.
4. Copywriting Jobs: Copywriters all around the world now have their very own
job search portals. This site plans to facilitate both ends of the industry —
the ones who are seeking superior copywriting services, and the ones who
have those skills and can offer those services. [Site not active at time of this
publication.]

5-68 Part 5
 5. Copywriting Jobs for Copywriters in the USA: SEO copywriter Jason Pedley’s
Job-a-matic copywriter job board is a comprehensive listing of copywriting,
writing, editing and copyediting jobs in the US. Find a copywriter job in
your state now. Jobs for website copywriters, aspiring copywriters, senior
copywriters, freelancers, contractors and mid-level copywriters.
6. Flexible & Telecommuting Copywriter Jobs: The opportunities at this job board
can vary from full-time, part-time, freelance, and contract work; and often
include job titles such as Senior Copywriter, Copywriter, and Copywriter-Online
Promotions. Editors have researched and screened each job on this page.
7. Get Copywriting Jobs: Join 3,563 other copywriting professionals receiving free
weekly job listings to their inbox every week. Recently posted jobs include copy
chief and copywriter.
8. Mediabistro Copywriter Jobs: Be the first to know about new postings for
copywriter positions from Mediabistro. This site is dedicated to anyone who
creates or works with content, or who is a non-creative professional working in
a content/creative industry.
9. Sunoasis Jobs: Sunoasis Jobs uses the full power of the Web to bring job
postings, leads, and links to connect you with a universe of opportunities.
10. Susanna’s Online Magazine Copywriting Jobs: Award-winning journalist and
freelance copywriter, Susanna K. Hutcheson, presents a job board updated
frequently with new copywriting jobs.

Freelance Sites
11. Elance: Memberships at this site range from free and up. Businesses searching
for your skills get an immediate sense of your talent and can hire you directly
from your profile, or you can apply to jobs posted by prospective clients.
12. Freelance Writing: “Helping freelance writers to succeed since 1997.” Site
includes a blog, contests, jobs and tutorials as well as articles on how to
succeed as a freelance writer.
13. Freelanced Copywriting Jobs: Copywriting job requests on this site range from
Web content to magazines and from proofreaders to song writers. Some jobs
are freelance, others may request on-site copywriting services.
14. Guru: Designed to service all types of freelancers, Guru offers free as well as
paid memberships. Guru also takes a commission upon payment.
15. WOW! Women On Writing: Freelance Job Board: This freelance job board is

Part 5 5-69
 updated daily with the latest telecommute and freelance jobs for writers,
bloggers, editors, journalists, copywriters, ghostwriters, journalists, and even
fiction writers.
16. Writerlance: There is no sign-up fee and no monthly fee, but you are required
to pay a commission on each project you win a bid on. The commission is three
percent of your bid or $3.00, whichever is greater. You get a $1 sign-up bonus
when you register on the site.

Larger, Yet Viable Copywriting Job Boards

17. Careerbuilder Copywriter Jobs: CareerBuilder offers a vast online and
print network to help job seekers connect with employers. CareerBuilder.
com powers the career sites for more than 9,000 Web sites, including 140
newspapers and broadband portals such as MSN and AOL.
18. Glassdoor Copywriter Jobs: Glassdoor is the only job search with a view from
the inside. Currently, 2,781 copywriter jobs are posted, including company
salaries, reviews, and more posted by employees.
19. Indeed Copywriter Jobs: One of the most visited sites for job searches, this site
also allows browsing by mobile device. This link leads directly to all copywriting
positions available.
20. Local Copywriting Job Postings: Locate Copywriting Jobs is a niche job board
dedicated exclusively to copywriting jobs. The site is a member of the Locate
Jobs Network, a network of highly-targeted, niche job sites covering a broad
array of industries and employment fields.
21. Monster Copywriter Jobs: Monster Jobs has been around a long time, and their
jobs are easy to search. This link leads directly to all the copywriting jobs listed
at this job search engine.
22. Onward Search Copywriting Jobs: This search engine focuses on Internet
marketing staffing, to help connect the most talented Internet marketing,
interactive design and mobile application development professionals in the
country with the nation’s best companies.
23. Oodle Copywriter Jobs and Advertising, Marketing & Public Relations Jobs: This
community job site carries copywriting jobs listed in various venues across the
country. A wide variety of jobs are listed, including Web copywriter, SEO body
copy, advertising copy with USA Today and more.
24. Simply Hired Copywriter Jobs: Search thousands of job boards and company
career sites all in one place through Simply Hired. This link leads directly to
copywriting jobs.

5-70 Part 5
 25. WritingCrossing Copy Writer Jobs: Through collaborative research and working
harmoniously with many people, WritingCrossing is able put these jobs in
one place and give you the ability to see a variety of jobs you would not see
elsewhere.

AWAI
Resources
DirectResponseJobs

FastTrack to Copywriting Success Bootcamp & Job Fair

AWAI’s $10K Challenge

Freelance Writing Business Success

Successful freelance copywriters share their insights into launching your freelance
copywriting business and making it profitable — valuable information to help you
avoid costly mistakes.

Build Your Freelance Website in Four Days

This webinar includes an incredible offer to create a professional banner and a free
critique of your website.

Copywriting 2.0: Your Complete Guide to Writing Web Copy That Converts
Learn how to become an in-demand online copywriter for companies big and small.
Online copywriting expert Nick Usborne shows you how to write web copy that
converts.

Site Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects
Pam Foster reveals how you can make as much as $2,500 auditing websites while
setting yourself up for even bigger web copywriting projects.

How to Make Money As a Social Media Marketing Expert

Everything you need to know to become a social media marketing expert, as well as
four different ways to make money using that expertise.

How to Land Clients in 21 Days with Just Your Computer

How do I land my first client? It’s a question every aspiring freelancer asks eventually.
Now, there’s a proven system for landing clients that removes the guesswork. Best of
all? No cold calling.

Part 5 5-71
 Additional
Resources
No B. S. Direct Marketing, by Dan Kennedy, Entrepreneur Press, 2006.

Ilise Benun, Marketing Mentor

The Wealthy Freelancer, by Steve Slaunwhite, Pete Savage, and Ed Gandia,

Steve Slaunwhite’s newsletter, “Marketing Memo”

Major Mailers Online (www.majormailers.com) is the research

division of the Target Marketing Group. They are positioned
as “The most powerful database on direct mail — and email
— ever created!”
Major Mailers is an online source of comprehensive information of top
direct-mail and email users in the U.S. They provide profiles on thousands of
companies, including personnel contacts.
You can pick companies in the specific area you’re interested in — apparel, healthcare,
food, etc. — or you can select firms that are located close to where you live. There is an
annual fee, providing access to the database 24/7.
You can also:
• Sign up for a free monthly magazine called Target Marketing.
• Subscribe to a daily newsletter called Today@Target Marketing, which provides
how-to information, blog posts from Marketing’s Best Blogs, e-commerce
articles from their sister website eM+C, direct marketing know-how from
DirectMarketingIQ, and daily marketing news.

Direct Marketing Association (DMA) is a membership-based site focusing on

data-driven marketing.

The American Society for Association Executives (ASAE) represents more

than 21,000 association executives and industry partners representing
10,000 organizations. Members manage leading trade associations,
individual membership societies and voluntary organizations across the
United States and in nearly 50 countries around the world.

5-72 Part 5
 The Association of Fundraising Professionals (AFP) represents more than
30,000 members in 235 chapters throughout the world, working to advance
philanthropy through advocacy, research, education and certification programs.
The association fosters development and growth of fundraising professionals
and promotes high ethical standards in the fundraising profession.

Direct Marketing News provides daily online news, analysis, case studies,
and blogs on everything from Big Data, marketing automation, and
retail, to integrated strategies, email, print, social media, and hot creative
campaigns. The print and digital magazine is available by subscription or
you can sign up for a free email newsletter.

Part 5 5-73
 Published by:

American Writers & Artists Inc.

245 NE 4th Avenue, Suite 102
Delray Beach, FL 33483