#110: The Truth About Copywriters and Websites Revealed

“Surfing on the Internet is like sex. Everyone boasts about doing more than they actually do. But in the case of the Internet, it’s a lot more.”
–Tom Fasulo

In This Issue:

Editor’s Note: I have a confession to make. I never took the time to build a website…and neither has Krista. Five years ago, when we started, it was a good idea. Today, it’s more of an imperative. Since we like to talk from experience on all the topics we address here – and we didn’t have any – we turned to one of our colleagues to help us out. Meet David Coyne. He’s been a freelance writer for years, and has been gradually adding direct-response copywriting into his existing practice. He’s built a couple of websites that highlight his writing experience and the niches he’s chosen. We think he’s got a handle on the website thing – and we asked him to share what he’s learned with you. Enjoy!

The Truth About Copywriters and Websites Revealed
by David Coyne

One of the questions often asked by novice copywriters is … Do I need a website to be successful? While there are top-tier copywriters who are not online, most pros agree that a website should be part of your self-promotion tools.

“You absolutely need a website,” says Steve Slaunwhite, copywriter and publisher of ForCopywritersOnly.com. “Why? Because clients want to check you out BEFORE they call or email you. They do that by visiting your web site. If you don’t have one, you’ll lose opportunities.”

Another key reason to have a website is that it showcases your ability to write copy for web promotions. “If you don’t have a website, you’ll find it difficult to get online copywriting work, such as emails, web pages, landing pages, etc.,” adds Slaunwhite. “Clients will assume that, because you don’t have a web site, you must not be a very good online copywriter.”

Indeed. A website showcases your copywriting skills, demonstrates your marketing know how, and can be the tool that persuades a prospect to become a customer. But new writers often overestimate the power of having a website – and are disappointed when it isn’t the ultimate marketing solution they hoped it would be.

The main myth most copywriters have is that the search engines will do the work for them. This may be true for other types of businesses, but not ours. Let me give you an example from my own experience.

One of my copywriting niches is alternative health. With health-conscious baby boomers retiring in droves, this market is thriving. And it’s one of the most lucrative industries for copywriters. So I set up a website focusing on just this niche and I called it: www.healthcopywriter.net.

Now, if you submit the phrase “health copywriter” in Google, you should see my website, come up in the first page of results. In fact, I’ve had my site rank number one in Google for this keyword phrase. But in the six months my health site has been online, I’ve gotten only five inquiries from prospects who found me through search engines. All of them were small business people – and none of them were a good fit for my services.

When I researched the keyword phrase to see how often people submit it to search engines monthly, “health copywriter” wasn’t even in the top 100 of copywriter related terms.

So why aren’t more marketing managers of large corporations using search engines to find copywriters? Two reasons…

Marketing managers are more likely to ask colleagues from similar companies or trade associations to recommend copywriters. Also, they regularly receive copywriter promotions by mail that includes the writer’s web address. No Google required.

It won’t hurt to keep search engine marketing in mind – as long as you keep it in perspective. Use it as a part of an integrated marketing approach. Test a variety of online and offline promotion methods to drive prospects to your website. Send out postcards and sales letters. Write articles. Post on discussion boards. See which methods work best then drop the activities that aren’t producing quality leads.

The biggest traffic generator I ever created was faxing out a one-page news release with tips on how to create more responsive advertising. It cost me $75 to send it to 500 business and marketing publications across North America. Within an hour of distribution, the editor of Sales Promotion magazine contacted me and asked if he could publish the tips in his ezine that day. It netted me 20 new subscribers to my newsletter. Target Marketing published part of the release on their homepage as Tip Of The Week.

If your expectations are reasonable about the quantity and quality of leads a website can deliver, and you understand what it takes to generate those leads and turn them into clients…a website will serve you well.

Finally, while you’re planning your website, don’t put your self promotion on hold. And when your site is up and running, don’t assume that’s all you need to do to find work. It’s really just the beginning. Successful marketing will always include contacting prospects using other methods. It’s vitally important to get in the habit of marketing your services everyday.

In the next issue of Copy Protege, I’ll show you how to create a professional, cost effective website – including the one tool you need on your site to generate leads more consistently. Stay tuned.

David Coyne is a copywriter and consultant specializing in business-to-business and alternative health. http://www.b2bcopywriter.net

Resource Referral: The ABC’s Of Building Your Copywriting Business

Starting your business as a professional freelance copywriter – or any other business for that matter – is a bit of a chicken and egg proposition. How much time should you spend learning your craft? How much time should go into marketing efforts? And what the heck do you do first…then second…and so on.

While the trial-and-error method isn’t a bad one, it’s not the fastest route to success. Instead, try picking up AWAI’s Making The Leap program. It helps you build a solid plan for getting your business up and running – and will take a lot of the confusion and missteps out of your path. And it isn’t one of those high ticket items – making it a bit of a no-brainer if you’re serious about getting started.

After all, before there was a chicken and an egg…there was a rooster with a dream.

Bootcamp Journal #2: Why My Accountant Is 100% Right…And What I’m Doing About It

Here’s the second installment of Ann-Marie Giglio’s bootcamp journal series. Today, she tells why she made the pivotal decision to attend AWAI’s bootcamp this year – and how four words from her stoic accountant held the key to her decision. Enjoy…

For two years, I didn’t see the value of Bootcamp.

Until this summer while moaning to my accountant: “Even experienced freelance writers make no money,” I said. She quickly replied, “It’s supply and demand.”

Of course. Thousands of writers competing for hundreds of articles makes freelance writers a dime a dozen. But direct response copywriters—the opportunity staring me in the face for two years—is the flip: too much work, not enough writers.

I knew what to do instantly. Not write another book or another $500 article. Instead, make a vertical move. Get paid more, sooner. How? Bootcamp.

I pulled out the credit card, made the commitment—and haven’t looked back since.

For two years, I resisted it. I thought I should just finish the basic course first. Maybe be into the Master’s course before I make the trip. Or have my first client. I put a hundred barriers between me and Delray Beach. And those four words from my accountant broke through them all – like butter.

I know myself well enough to know I need the jolt of a conference. It charges my batteries and shoots me on my way. I can connect with peers. Cross-pollinate. Commiserate.

I’m not ready to work or compete at a higher level. I don’t know the business yet. I don’t know my copywriting strengths and weaknesses. And I don’t want to spend months more gaining the experience and knowledge.

I want it in three days!

Besides, I’m not wired to be organized. But I do know I need a shot of structure, especially in the initial learning phase—I need to learn the rules before I break—or misplace—them. Bootcamp looks like just the place to plug-in and get the lay of the land. Understand the business. Learn more about what clients expect. And more about the follow-through. I expect my copywriting muscle to tone up from workshops. And I hope to meet other folks, in the same position, and form the support-group I know I’ll need.

I wrote some spec pieces. But it still feels like I’m shooting blanks, talking to myself. Bootcamp will connect me with real clients. Real copywriters. Real potential.

I can’t wait.

Ann-Marie Giglio is an AFAA certified group fitness instructor and a certified ChiRunning/ ChiWalking instructor. She’s written a book called Labor Day. When she’s not complaining to her accountant, she’s taking care of her 2 children, 2 dogs, 2 cats, 4 gerbils, and one husband. She’ll be attending the AWAI Bootcamp for the first time this year – and Copy Protégé is tracking her thoughts and feelings about the ordeal in real time. Stay tuned for more next week…