Great post! In case it hasn’t been pointed out though, AdWords headlines are limited to 25 characters, so your example rewrites wouldn’t fit. This is a really great exercise to do with a character counting tool – fitting everything into so few characters is a real challenge, especially when you sometimes have to include specific keywords that are super long. An added level of complexity are the two 35 character long description lines. If the first line ends in a “.” or “?”, it can be added to the end of the title after a dash (provided the ad isn’t on the sidebar where horizontal space is limited). The second line on the other hand can be dropped entirely on mobile, so anything crucial has to be headline or description 1. A real copy puzzle!
Simply master short form copy before you learn long form copy. Long form copy could be a 5-page landing page, or writing the script for a long webinar, or crafting a lengthy direct-mail piece. It often takes years to hone in on your craft and learn how to write really great long form copy. That’s why it’s best to start by learning short form copy, especially when you’re first starting out.
In 1933, Procter & Gamble started to broadcast a radio serial drama sponsored by their Oxydol soap powder. The owners wanted to build brand loyalty by aiming to adult women. They could intermix their marketing messages into the serial drama. The term soap opera was born in this year, and they marked a precedent for native ads. Engagement with the audience was a key element with the creation of this content.
I got my first writing gigs by responding to a craigslist ad for a blog post writer. The pay was horrible, like $5 per post, but they only took about 15 minutes to write so that is $20/hour which according to one of Neville’s posts that is about average pay for a freelance copywriter. Good experience in that it showed me what companies were looking for in word counts, topics, SEO. It also forced me to work quickly.

Use a newspaper article from a local publication or an online publication and break it down based on the upside triangle structure of a typical newspaper article. Does the article conform to the traditional structure or does it use a different structure or form? Does the writer seem credible and believable? Does the article use reputable sources and quotes to support any arguments in the article?
My big mistake was quoting based on hours at first — because I’m really fast, I’d quote a ridiculously low rate. Now I quote based on the value of what people will get. Because I’ve been in online business for about 6 years, I bring a ton of experience and strategy as well as a way with words. :) They’re happy, I’m happy, and my old “friends” now have to stand in line to book me. Bwahahahah!
You know where I’m getting to. You don’t have to be the best in a domain, you can learn these crucial things (from people like you) and be better than most. So what would you suggest for a person who wants to learn Kopywriting in the shortest time. I believe, if a language (grammar) can be learnt in half a day, even Kopywriting can be. Do you have a template? Or can you direct me to some place (resource) where there are ‘the first things to learn’ on Kopywriting?

Books. Like movies, people often think of books as selling themselves, but savvy marketers don’t sell books just to sell books, they sell books as marketing tools. Michael Port’s sales manual Book Yourself Solid is a great read for entrepreneurs, salespeople, and marketers, and while I’m sure Port enjoys selling his book, the book is a tool for driving customers to his coaching and speaking services. Although with self-publishing it’s easier than ever to publish a book, there is still the perception that it’s difficult and that only reputable professionals can publish a business book. Publish your own, and even if people don’t read it you can still use it as a form of content marketing every time you’re introduced as “Author of…”


The reliable source of traffic and leads from your evergreen content will give you the flexibility to experiment with other marketing tactics to generate revenue, such as sponsored content, social media advertising, and distributed content. Plus, your content will not only help attract leads -- it will also help educate your target prospects and generate awareness for your brand.
Take it from someone who writes for a living: Just start writing. Your first idea is probably not going to be a winner, and that’s why you should get it out of the way as soon as possible. Write out all of the ideas you have for your copy, no matter how silly– you may be surprised at what gems come out of a brainstorming session where you don’t edit or criticize your creativity.
It's important to do regular reporting -- I recommend monthly -- on each of these metrics so you know where your growth levers lie. Regular reporting also helps you identify negative trends or plateaus early-on so you can address them before they become bigger issues. Most importantly, however, tracking the success of your initiatives makes it easy for you to repeat what works, eliminate what doesn't, and promote the success of your content marketing program so you can justify its expansion, and its seat at the modern marketing table.
Great post! In case it hasn’t been pointed out though, AdWords headlines are limited to 25 characters, so your example rewrites wouldn’t fit. This is a really great exercise to do with a character counting tool – fitting everything into so few characters is a real challenge, especially when you sometimes have to include specific keywords that are super long. An added level of complexity are the two 35 character long description lines. If the first line ends in a “.” or “?”, it can be added to the end of the title after a dash (provided the ad isn’t on the sidebar where horizontal space is limited). The second line on the other hand can be dropped entirely on mobile, so anything crucial has to be headline or description 1. A real copy puzzle!

Content marketing requires manpower, so the first step is figuring out who is going to head up the program. There's no one-size-fits-all for team structure -- it depends largely on the size of your company, your marketing team, and your budget. But if we assume that those three things are interlinked, as they often are, I can provide you with some frameworks based off of other content marketing-focused companies' structures. These should help you hire the right people, and have them "sitting" in the right spot in your organization.
I guess I’ve never had a real gig yet… I’ve written website content for clients many, many times. I’ve also had gigs writing SEO content. But I’ve never really truly had a copywriting gig yet. Thanks for this article. To be honest, I’ve only buzzed through it quickly just now (#MeWantsTShirt), but it actually looks really good and I plan to re-read it carefully, following all the helpful links (especially the ones on the copywriting resources… I really want to be good, no… GOODER, at the art of written persuasion), and bookmarking it. (By the way, offering a paid service to rewrite websites is brilliant. I’ve offered to review and improve websites from a CRO perspective… but I never thought of offering a “better copy” only approach. Nice!
Usually, businesses don't completely cease all other marketing activities and switch to content marketing cold turkey. In fact, most veteran content marketing programs typically incorporate other marketing techniques to complement their content initiatives. But the impetus for most of the companies I've worked with to initiate a content marketing program has been the need for a more cost-effective, predictable, and scalable source of traffic and leads than what they've been receiving from their current marketing programs.

You always loved my examples and featured my writing in klass discussions. Another student in the klass was the owner of an established software company. He needed help using content marketing to promote a new app they were launching. He said he was in the klass to learn more about what a good nurture series should look like so he could guide his team to doing them correctly.


When businesses pursue content marketing, the main focus should be the needs of the prospect or customer. Once a business has identified the customer's need, information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc.[5] Most of these formats belong to the digital channel.

Your marketing plan should go beyond the types of content you'll create -- it should also cover you'll organize your content. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. Then, create a social media content calendar so you can promote and manage your content on other sites.
Creating a successful website requires a lot of different parts come together. I believe that a spirit of collaboration serves everyone well. Over the years, I’ve built my own network of providers—including other specialized online copywriters—who I can recommend without hesitation. Copywriters for legal/lawyer websites, Medical copywriters, Real estate copywriters, SEO copywriters, Technical writers, Recipe writers, SEO companies, Graphic designers, Photographers, Illustrators
I got my first writing gig on Upwork, helping a guy rewrite some content for his ecolodge website. The pay was only about 5 bucks each, but after I’d helped him with a few pages and blog posts he asked me to help him respond to his customer reviews on TripAdvisor for $125. I’ve gotten a few more clients since then, and not one of them has come from my website; it’s all either been through Upwork (mostly small-time) or from talking to friends and family (much more profitable).
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