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.
Are you writing email marketing copy that’s just not getting the conversions you need? Getting your email marketing strategy right is both an art and a science. Part of both is understanding how to create high-converting copy. The good news is that by the time you’ve finished reading this guide, you’ll know the secrets of improving conversions from email marketing so that you can get more leads and sales.
Low pay. Most content writing positions do not pay well, especially entry level writing positions. Small newspapers or publications are often good places to start in terms of gaining experience and contacts. But often, the compensation will be $10-$12 an hour.[2] The average salary for content writers in the United States is $40,000 a year. Higher paying positions in the content writing field include project managers, online researchers, and proposal writers. However, you will need higher levels of experience to qualify for these positions.[3]
I am a little biased here because I have worked with them in the past, but The Hustle does a lot of things from a copy standpoint really well. My personal favorite is their email opt-in page –– "Your smart, good looking friend that sends you an email each morning with all the tech and business new you need to know for the day." They have expertly created a trusted and personable brand through conversational copy. 
97% of consumers surveyed by @Pardot said bad #content negatively has impacted their trust in brands. #marketing Click To TweetMost businesses understand that they need to up their content game — that’s why our last post about web content writing tips was one of the most popular we’ve ever written. But just wanting to do better won’t make you a great website content writer, and the differences between strong and weak content marketers can make a significant difference in brand perception, web traffic and conversions.
While it's true Google can do a lot of the distribution work for you, it hinges on making smart decisions with your content strategy. In other words, Google might distribute the content you create, but it might distribute it onto page 32. Your job is to make sure as much content as possible appears as high up on page one as possible. This means your writers should be working closely with your SEO specialist to determine what keywords to go after -- ideally a combination of long tail terms and head terms, at an appropriate level of competitiveness given your domain authority and how aggressively you can go after the terms. Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly. 
Scripted has writers bidding on client writing projects, either by pitching themselves as writers or pitching ideas based on a client request. You choose the flat rate for the project and Scripted adds on a nominal fee. There are not editors to review your writing. Instead, it goes directly to the client for feedback. For this reason, it’s important that you’re able to proofread your own assignments well.

Competitor research is important, but you also have to be extremely familiar with your own product or service. Rolls Royce was one of the first major accounts Ogilvy won when his agency was in its early years. In his book, he talks about spending a full three weeks reading about the car to come up with one simple headline: “At sixty miles an hour, the loudest noise comes from the electric clock.” This might not seem like the type of detail that would take you three weeks to find, but sometimes you need to give your brain time to let the information soak in.
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?
If your score is too high, it doesn’t mean you need to dumb things down for your readers — it just means you might need to make simpler word choices or cut down your complex sentences. This ensures that visitors of varying education levels can get value from your content, and that readers who may speak English as a second language will understand it too. It also just helps keep your tone clear and relatable which should always be a goal when you’re creating web content.

Never, ever write anything without including a "CTA", as marketers call it. This could be as simple as "Buy Now" or "Click Here" on a website or at the bottom of a blog, or as subtle as "87% of dentists recommend..." which implies if the consumer took the same action, they would achieve the same result.  (Think about all those beer commercials that imply that you too can be like the most interesting man in the world if you just drink their brand).  Instruct the readers on what to do next, overtly or subtly. Lead them to the action you desire them to take.


Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.[2]

Professional content writers create written content for a living. A professional writer should be competent and skillful, and they should be engaged in writing as their main paid occupation.[1] As a content writer, you may write content on a variety of topics for a variety of organizations, from popular websites to scientific and technical print documents or manuals. The benefits of being a professional content writer includes being paid for an activity you enjoy (writing), and as you become more established, the ability to work remotely or from a home office.


What I mean is the “power” of using “negative or disturbing in-nature” words in a powerful and shocking way. My favorite word in this sense is “killer” which made me meet Copyblogger for the first time. I still remember typing something like “how to write an effective article etc.” in google and it was the Copyblogger’s “How to Write a Killer “How To” Article…” article that grabbed my attention and opened me a brand new world that I did not know it existed.
Marketing copywriters create persuasive writing to promote the sale of a business' product or service. The writing is used in various print and broadcast materials, such as newspaper and magazine ads, television commercials, direct mail campaigns and radio announcements. Copywriters often integrate the copy with graphic images, music and other visual and sound components.
As John and others have said, your great ideas can also be applied to other fields, in my case the world of creating better presentations. As a presentation makeover specialist, I am often challenged to explain “how and why” a great presentation is so much more than pretty colors and pictures. You’ve provided me with some excellent facts that I can adapt to my story – many thanks!
No matter which company you choose to write content for, there are some best practices to keep in mind. It’s important to keep in touch with your clients while you are working on an assignment. This means letting them know you accepted an assignment, providing status updates for longer projects, and advising them about delays you anticipate. Ideally, you’ll meet each deadline without any delay.
With enough discipline, solid web content writing skills are within anyone’s reach. Having excellent copy on your website is one of the easiest ways to grab the attention of new visitors (and keep them coming back for more — or better yet, sharing your links). Want more content creation tips and tricks? Check out our Web Content Writing 101 post, or shoot us an e-mail with your questions and we’ll get back to you.
We all have opinions on what types of content go viral: a soundless social video, a data-backed explainer, a perfectly timed newsjack. But no matter the format, it ultimately comes down to emotion. Does the story make you feel enraged, inspired, understood? With everything you create you have to ask: If this scrolled by on my newsfeed, would I care? If the answer is no, it’s not worth it. Your online content habits are your own best judge.
Read Joe Pulizzi's excellent book Epic Content Marketing. I started reading it after I wrote this post and it confirmed and expanded what I already knew about content marketing, with much more detail than I could ever go into here. Something Pulizzi emphasizes which I originally left out was the importance of focusing on producing mobile-friendly content, since smartphones are becoming the dominant way in which most of our customers access content. Also read Michael Hyatt's Platform, mentioned above. Frequent websites like those of Content Marketing Institute, Ragan, Copyblogger, Michael Hyatt, and Gary Vaynerchuk and sign up for their email newsletters. It won't take you long to become not just familiar with content marketing, but an expert.

You have to be clear with your copy. If you’re selling yourself as a social media marketer, you can’t simply say, “If you need a social media marketer, I’m your guy (or gal).” You want to actively show your potential clients why they should choose your services (for example, Choose me because I have five years’ worth of experience in improving social media awareness for big brands, like…).
In my book, Kick-ass Copywriting in 10 Easy Steps, I teach small and mid-size business owners who can't afford to hire professional copywriters how to write effective copy that will bring the results from their marketing efforts that they want and need. However, just as there are steps you must take to write great copy, there are also mistakes you can make that can destroy your marketing messages and reduce your ROI to a fraction of what it could have been. Whatever you do, don't believe the five myths described below.
Content writers might enroll in electronic writing certificate programs. These programs are available at the undergraduate and graduate levels and offer courses in such topics as Web design, blogging, wikis, electronic rhetoric, and technical writing. In many cases, employers are more considered about writing and grammar skills than with education. Many employers require a writing test to be completed by applicants.
Thanks for sharing this, Henneke. We’ve been making a big push lately to cut out the “fluff” in our copy, and the results have been outstanding. Will have to give some more of these tips a try — especially with our testimonials! I think most folks are hard-wired to give you the glowing testimonial, because they think it’s what will help you the most, and the linked story about asking the right questions is awesome.
While it's true Google can do a lot of the distribution work for you, it hinges on making smart decisions with your content strategy. In other words, Google might distribute the content you create, but it might distribute it onto page 32. Your job is to make sure as much content as possible appears as high up on page one as possible. This means your writers should be working closely with your SEO specialist to determine what keywords to go after -- ideally a combination of long tail terms and head terms, at an appropriate level of competitiveness given your domain authority and how aggressively you can go after the terms. Of course, that content should also be optimized for on-page SEO to improve its chances of ranking highly. 
When writing calls to action, put yourself in the reader’s shoes: what would it take for a company you’ve never heard of to convince you to do something, even something as simple as sharing the article with a friend? Now, connect it to your goals: how can you craft a CTA and content specific to your company’s marketing and sales KPIs that actually persuades readers to take action?
In my book, Kick-ass Copywriting in 10 Easy Steps, I teach small and mid-size business owners who can't afford to hire professional copywriters how to write effective copy that will bring the results from their marketing efforts that they want and need. However, just as there are steps you must take to write great copy, there are also mistakes you can make that can destroy your marketing messages and reduce your ROI to a fraction of what it could have been. Whatever you do, don't believe the five myths described below.
No, they don't. They care about what's in it for them if they pull out their wallets and hand over their hard-earned money to buy your product or service. They don't care that you've been a member of the local Chamber of Commerce for 20 years, and they don't care how cute your kids are (so leave them out of your commercials, please). Consumers care about having their needs and wants fulfilled. The goal of copywriting is to convince consumers that the product or service you're selling will meet their needs and desires, even if you have to create perceived needs and desires for them. In other words, your copy must focus on the benefits consumers will receive if they buy your product or service. It's great that your business has operated from the same location for 10 years, but for the most part, consumers only truly care about what your business can do for them and how your business can make their lives easier or better. Those are the messages your copy should focus on in order to drive results.
It’s that, for most of us, the idea of selling something is already unnerving. Who wants to come across as a slimy salesperson? Plus, with writing, there’s a delay between copy being created and the other person reading it. You’re vulnerable without the luxury of self-correcting based on that person’s body language. You have to release your words into the ether and hope that someone receives it and acts upon it.
The easiest way to get started is to apply to write content for a content writing service or freelance job board. Content writing services create business relationships with companies that need content and provide writers to write that content. Freelance job boards are sites that allow writers to make individual profiles and vie for jobs posted directly by the client.

Customize your resume and cover letter. If you decide to go a more traditional route and apply for a permanent content writing position at a writing based agency or organization, you will need to customize your resume and cover letter to fit the position. This will show your employer that you noted the skills outlined in the job posting and that you can fulfill the expectations of the position.
Great post. I loved all of your points but particularly number 2 on “beware of selling savings.” People really do value other things such as time unless you are selling a commodity like laundry detergent. And even then if you could improve someone’s experience of detergent by making it smell nicer or if it can make your clothes feel nicer that’s what you’d want to emphasize.

Never. Writing marketing copy is like no other form of writing. It defies many of the rules you may have learned in English class, and it relies more on subtle persuasion, psychology, creativity and an understanding of your specific business and consumers than any other type of writing. Not all writers are good copywriters, and not all copywriters are good writers. If you decide to write your own copy, study the craft prior to putting pen to paper. And if you decide to hire a copywriter to help you, remember that not all copywriters are the same. Only invest in a copywriter who has experience and takes the time to understand your business and your customers.
Regardless of team size, it's common for visual content to be created by nearly everyone except, perhaps, the SEO specialist. While designers will do the bulk of the advanced creative work, bloggers, content creators, and social media managers will all get involved in lighter-weight design. Often, designers will also create templates for the writers on the team so they can be more independent -- like creating ebook templates so premium content can be laid out by just about anyone with an InDesign license.
Who is this e-mail going to? Picture the average person on your list. Give them a name, even. Think about what their day is like. Think about what's important to them. What are they passionate about? How old are they? What products or services have they purchased from you in the past and why? The more you know about the audience you're writing for, the more targeted and relevant your copy will be.

Never. Writing marketing copy is like no other form of writing. It defies many of the rules you may have learned in English class, and it relies more on subtle persuasion, psychology, creativity and an understanding of your specific business and consumers than any other type of writing. Not all writers are good copywriters, and not all copywriters are good writers. If you decide to write your own copy, study the craft prior to putting pen to paper. And if you decide to hire a copywriter to help you, remember that not all copywriters are the same. Only invest in a copywriter who has experience and takes the time to understand your business and your customers.
Great article. I love how you always give simple examples. I have learned from another institution that teaches what you teach, but in a different way. What you are repeatedly telling people is to avoid proclamation, and instead give information. You cant beat people over the head with your marketing message. The goal is to present information in a way that they form the conclusion you want to convey in their minds. That way it is their assumption, not your assertion. The difference between the two approaches is everything.
97% of consumers surveyed by @Pardot said bad #content negatively has impacted their trust in brands. #marketing Click To TweetMost businesses understand that they need to up their content game — that’s why our last post about web content writing tips was one of the most popular we’ve ever written. But just wanting to do better won’t make you a great website content writer, and the differences between strong and weak content marketers can make a significant difference in brand perception, web traffic and conversions.
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