80 In-Demand
Copywriting Projects
to Fire Up Your Success

What It Is:

• An ongoing account of information, opinions, tips, best practices, and other ideas.
• Similar to articles, a blog is a basic building block for online content.
• Provides useful information focused on readers’ problems, questions, and needs.

How It’s Used:

• It’s a perfect forum to promote new products, services, and events, and generate sales.
• It provides a way to interact with customers and respond to comments and concerns.
• It increases customer satisfaction through engagement.

Why It’s Popular With Clients:

• Businesses are able to fuel their SEO efforts by providing timely and relevant information for their customers.
• According to HubSpot’s The Ultimate List of Marketing Statistics:²
• 56% of marketers who leverage blogging say it’s effective, and 10% say it generates the biggest return on investment.
• Short articles ranked third in B2B content assets that generate best results.
• Blogs establish a positive relationship with customers and prospects.
• A blog communicates the brand message and enhances customer loyalty.

What the Project Involves:

• A genuine, conversational tone.
• Generally blog posts are 300 to 1,000 words, optimized for search engines with strategic keyword use.
• Takes a few days to research, write, get approvals, and post online.

Learn How to Write a Blog Post…

How to Write Blogs for Yourself and Clients

Let’s Write!

Example: Blog Post

What It Is:

• Short, conversational email that engages a reader and shares more information about a product or service.
• Promotes a one-time sales promotion, special announcement, product update or event.

How It’s Used:

• Email is still a primary way to communicate with prospects and clients. People usually welcome emails from companies they like and trust.
• Companies use email to generate and follow up on leads, build relationships, sell products, services, and programs, upsell and cross-sell other products and promotions.

Why It’s Popular With Clients:

According to studies reported by Oberlo:⁸

• Every time a marketer spends $1 on sending email, they can expect to make $42 in return, according to the Data & Marketing Association (DMA).
• 81% of small-to-medium businesses count on email as their primary customer acquisition channel, and 80% rely on it for customer retention.
• 49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis.

What the Project Involves:

• Emails are written in a conversational tone, in your client’s voice.
• Emails are usually short — the equivalent of a 1-page letter or less.
• Subject lines must be clear and relevant to achieve the primary goal of getting the message opened.

Learn How to Write Email Copy…

How to Write High Impact Emails

Writing Email Copy for B2B Companies

Example: Stand-Alone Email

What It Is:

• A tightly focused web page with a particular audience in mind, designed to sell a specific product or service.
• Landing page has one clear call to action, with no other distractions, options, or menu choices.

How It’s Used:

• Prospects “land” on a sales page by clicking a link contained in another source, such as a banner ad, email, e-zine ad or article, or Pay-Per-Click (PPC) ad.
• The main goal is to keep the prospect on the landing page until they decide to take the desired action — make a purchase, subscribe to a newsletter, etc.

Why It’s Popular With Clients:

Landing-page copy that contains targeted and focused messaging results in higher response rates and increased conversions, generating more sales.

What the Project Involves:

• The headline is the most important part. There must be continuity between the messaging in the source and the headline on your landing page, in order for conversions to take place.
• Every word of text and all graphic elements must be focused on achieving a single result.
• Complete the “sale” — finish the story, provide new info or additional details, promote features and benefits, and end with a clear and specific call to action with a sense of urgency.

Learn How to Write an Effective Online Sales Page…

The Digital Copywriter's Handbook

Example: Online Sales Page Copy

Note: This sales page is several scrolls long. We’re showing just the first page here.

What It Is:

• A case study is a problem-solution-outcome story, often written in a narrative style, to demonstrate how a company’s product or service helped a customer.
• It’s basically a short “before and after” success story, describing a subject’s problem or struggle, and then showing how the company’s product or service solved the problem.

How It’s Used:

• Neuroscientists have proven that stories can deeply influence our beliefs and decisions, because they appeal to our emotions and our capacity for empathy.
• Case studies are used in the marketing cycle as social proof and validation of the effectiveness of your client’s product or service.

Why It’s Popular With Clients:

• Businesses have caught on to the effectiveness of case studies in a big way, both in B2C and B2B marketing. Demand for these pieces has never been higher.
• Case studies are extremely versatile and can be used in a variety of content formats, online and offline, in print and video, and in marketing materials and newsletters.
• Case studies let companies show how they’ve helped customers in a very real way that prospects can relate to.

What the Project Involves:

• You’ll start by doing research and conducting a short interview with the subject (customer) to craft a powerful, persuasive, problem-solution story.
• Each case study generally runs about 800 to 1,200 words (2 to 3 pages) and takes about 5 to 8 hours to complete.

Learn How to Write a Case Study…

Writing Case Studies: How to Make a Great Living by Helping Clients Tell Their Stories

Crash Course in B2B Content

Example: Case Study

What It Is:

• A 5- to 10-page informational report that defines a business or technical problem and presents a new or better solution to that problem.
• White papers provide readers with a detailed understanding of the client’s product or service and how it provides the BEST solution, along with compelling reasons to request more information or make a purchase.

How It’s Used:

• White papers are an integral part of the B2B sales cycle for lead generation.
• Helps business buyers solve problems and make informed purchasing decisions.
• Government agencies also use white papers to explore and explain problems and issues in order to present possible solutions.

Why It’s Popular With Clients:

• Your clients need white papers to introduce and explain their products and services as SOLUTIONS to their prospects’ urgent problems, and to persuade them to purchase from their company, instead of from the competition.
• In a recent study by Content Marketing Institute and MarketingProfs, 47% of respondents said white papers are the B2B content assets that produce the best results for them.⁵

What the Project Involves:

• You’ll start by conducting thorough research and interviews to dig for facts, find one or more great problem/solution stories, and write the persuasive narrative.
• Generally takes 25 to 50 hours, or 4 to 6 weeks, including client reviews and editing.

Learn How to Write a White Paper…

How to Write White Papers that Command Top Fees

Crash Course in B2B Content

Example: White Paper

What It Is:

• “Edu-marketing” content — educational and informative, related to an industry, product, or service, but not directly promotional.
• Articles may also be considered “help, not hype” content and often contain “how-to” information or “best of” roundups.
• Online editorial copy may also be featured in print publications.

How It’s Used:

• Hundreds of thousands of articles are written and published every year for every type of publication, online and offline.
• When used with a persuasive link or call to action, articles are a basic building block of the relationship with a customer, leading to future sales.
• Great content is a reliable way to attract top search engine rankings and traffic.

Why It’s Popular With Clients:

• Generates higher readership than most other forms of marketing communications.
• Industry-specific articles provide valuable information to prospects, build customer relationships, and establish your client’s authority and credibility as a trusted resource.

What the Project Involves:

• Solid content and journalistic-style writing with zero hype — based on facts, research, and interviews.
• Hooks readers with a catchy headline to draw them into the article and then tell a story.
• Articles are easy and fun to write, generally 1,200 to 2,000+ words. (The more words, the better the search ranking, according to Google.)

Learn How to Write an Article…

The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter

Crash Course in B2B Content

Example: Article

Primary keyword: dog barking

What It Is:

• A daily, weekly, or monthly newsletter sent via email from a company to their customers and prospects to build and maintain relationships.
• Delivered on a regular schedule, with a consistent format.

How It’s Used:

• 69% of B2B marketers use email newsletters for content marketing.⁵
• E-newsletters are “lead-nurturing” — meant to build relationships and familiarity through entertainment, advice, customer successes, staff profiles, and “how-to” articles.
• Content is informational rather than hard sales or promotional, but can also include ads and links to special promotions.
• Positions the company as an expert and authority in the industry.

Why It’s Popular With Clients:

• Cost-effective marketing — provides measurable results and high ROI.
• Consistent format and timing produces response rates 4 to 10 times greater than a stand-alone email.
• Can generate thousands of extra dollars per month for your client.

What the Project Involves:

• You’ll plan out the topics for each issue ahead of time with your client.
• You’ll then review company materials, do quick interviews, and/or some light research.
• Each issue is about 1,200 to 1,500 words.
• The fun, non-sales-y content you provide on an ongoing basis creates dependable, lucrative income for your efforts (usually on a retainer agreement).

Learn How to Write E-Newsletters…

How to Write Engaging E-newsletters

Crash Course in B2B Content

Example: E-Newsletter

What It Is:

• A form of online advertising in search engines, where advertisers pay the placement company a fee every time their ad is clicked, and the user is taken to a specific website or landing page.
• Pay-Per-Click (PPC) ads appear on a search engine’s results page clearly labeled as an Ad or Sponsored Result.

How It’s Used:

• To generate leads for an email list.
• To grab the attention of prospects and drive them toward a specific landing page or sales promotion.

Why It’s Popular With Clients:

• PPC produces immediate results. It can be monitored in real time, so you can see the response rate and activity as it’s happening.
• It’s a form of dynamic and responsive marketing — adjustments can be made instantly.
• It’s less expensive and more flexible than other forms of advertising.

What the Project Involves:

• To create a full PPC campaign, you’ll do keyword research, write a variety of ads, and produce copy for the landing pages and follow-up emails.

Learn How to Write a Pay-Per-Click Ad Campaign…

The Digital Copywriter's Handbook

Example: Pay-Per-Click Ad

What It Is:

• UX copywriting is about making a genuine connection with the reader, building trust by helping them achieve what they want most, and maintaining that relationship by making sure they’re always thrilled with their experience.
• It’s writing that is clear, concise, conversational, and consistent while always making the user the top priority.

How It’s Used:

• UX copy can be used on websites, apps, and in email to provide a positive user experience.

Why It’s Popular With Clients:

• Customers are increasingly expecting — and demanding — a good user experience, so providing it gives companies a competitive advantage.
• Providing a good user experience increases repeat website visits as well as customer retention.
• There’s a high-impact return on investment (ROI). According to a Forrester study, for every $1 a company invests in improving their user experience, they can expect a return of $100. That’s a 9,900% ROI.¹¹

What the Project Involves:

• Doing research and getting to know the client’s customer so that you can write with empathy and impact.
• Working with the client to understand their brand voice and personality so that your writing feels authentic and genuine.
• Writing copy that’s less about “selling” something and more about connecting with and helping the reader in fun, creative, and impactful ways.

Learn How to Write UX Copy…

How to Write High-Value UX Copy

Example: UX Copywriting

What It Is:

• A direct-mail sales letter package is a printed promotion for a product or service sent to prospects through the mail (postal service) inside an envelope.
• Typically comprised of an outer envelope, main sales letter, and order device, it sometimes includes additional components such as a lift note, flyer, or buckslip.
• A persuasive sales letter is the cornerstone of an effective direct-mail package.

How It’s Used:

• This is a powerful format for connecting with prospects on a targeted list, attracting new customers, and driving backend and frontend product sales.

Why It’s Popular With Clients:

• Despite the proliferation of the Internet as a way to reach new prospects and build the relationship with existing customers, marketers still send out tons of letter packages, because they’re still highly effective.
• Data & Marketing Association (DMA) research shows that direct mail gets a 9% average response rate, and not only does it get a direct response, direct mail also drives further engagement online 92% of the time.¹²
• Direct mail also has a 29% ROI, behind email (at 124%) and social media (at 30%) but ahead of paid search (23%) and online display (16%).¹³
• The sheer volume of emails the average person receives guarantees many of them will be deleted without ever being opened. Prospects are still more likely to open physical mail, addressed directly to them.

What the Project Involves:

• Start with in-depth research and interviewing the client to learn everything there is to know about the product and the offer.
• You’ll follow a classic direct-response copywriting format for effective persuasive communication, following AWAI’s 4 P’s™: Promise, Picture, Proof, and Push.
• A typical sales letter is 8 or 16 pages, and most packages also include other components (such as a lift note, flyer, buckslip, and separate order form) to help close the sale.
• A winning direct-mail promotion can be very lucrative — you can earn royalties for years, as your client continues to use it in the mail.

Learn How to Write a Direct-Mail Sales Letter…

The Accelerated Program for Seven-Figure Copywriting

Example: Direct-Mail Sales Letter Package

What It Is:

• Similar to a direct-mail sales letter package (Project #45) in its components, a lead-gen package has a very different purpose.
• Instead of persuading the prospect to make an immediate purchase, the goal of a lead-gen package is to convince them to raise their hand for more information or additional contact — to self-identify as an interested party.
• A lead-gen package is mailed only to frontend (acquisition) lists.
• This type of package usually focuses on a free offer or trial (valuable free report, free estimate, or other gift) that engages the prospect and turns them into a lead for sales-team follow up. This is known as a “hot list.”

How It’s Used:

• Grab interest and persuade prospects on a targeted list to respond to a free offer
  and get more information and/or follow-up contact from the company.
• Generate leads to build an email or direct-mail list for follow-up.

Why It’s Popular With Clients:

• Direct mail stands out as a much less-cluttered channel and can leave
  a more lasting impression with potential leads.
• Because of the free offer, companies can cultivate a large list of targeted “hot” prospects.

What the Project Involves:

• You’ll want to understand who the ideal “lead” is and how the offer plays
  into a follow-up sequence. The free offer is the focus of your lead-gen package.
• You’ll follow classic direct-response copywriting techniques, but remember it’s about
  generating action to get more information about a product or service, not a direct sale.
• Every element in the lead-gen package supports the prospect’s interest
  in taking an action to get the valuable free offer.

Learn How to Write a Lead-Generation Package…

The Accelerated Program for Seven-Figure Copywriting

Example: Lead-Generation Package

This direct-mail package is for prospects to become leads for a reverse mortgage.
The offer is a free guide.

What It Is:

• A direct-mail renewal/retention campaign is a series of printed letters or package inserts that are used to retain, renew, or upgrade current or former subscribers/members, or to persuade current or former product buyers to reorder.
• Typically a series of short 2- to 4-page letters targeted to existing customers on the house list — people who have already purchased and are familiar with the company’s products or services.
• Mailed as stand-alone promotions inside an envelope, or inserted as flyers inside a product fulfillment package.

How It’s Used:

• To maintain subscription revenue and positive customer relationships.
• To announce upgrades and new products.
• To up-sell, cross-promote, or sell additional products.

Why It’s Popular With Clients:

• With an appealing reminder and incentive, current customers are more likely to extend their subscription, purchase additional products, or upgrade their service.
• Generates ongoing backend revenue, increasing the lifetime value of a customer.

What the Project Involves:

• Since your prospect is already a customer, you’ll remind them of the many benefits and reasons they subscribed or purchased in the first place, perhaps including additional benefits, upgraded service, or a free gift or discount incentive for loyal customers who renew or reorder.
• With a sense of urgency, you’ll offer motivation and justification to continue the subscription or place a reorder for product.

Learn How to Write a Direct-Mail Renewal Series…

The Accelerated Program for Seven-Figure Copywriting

Example: Direct-Mail Renewal Series

What It Is:

• A comprehensive analysis and diagnostic report of a website’s user-friendliness and effectiveness across all elements and pages of the site — how the copy reads, flows, and guides site visitors.
• Identifies weaknesses and opportunities to improve Search Engine Optimization (SEO), lead generation, user experience, and sales-conversion results.

How It’s Used:

• Serves as a diagnostic tool to identify weak content and recommend solutions to improve performance and results.
• Invaluable as a guide to launch or re-launch websites and landing pages to generate leads and sales.

Why It’s Popular With Clients:

• Businesses are anxious to find answers FAST, especially when their websites aren’t producing the results they need.
• Clients need proven solutions to attract more visitors through search engines and drive more leads and sales throughout their websites, giving them the edge in beating the competition.

What the Project Involves:

• Begin with a thorough review of the client’s existing website and competitive analysis, using a step-by-step process and checklists.
• Generally, takes 8 to 10 hours to research and produce a 10- to 13-page report with screenshots and recommendations.
• Summary report (with specific proposals) often leads to additional assignments and projects to fix the problems identified.

Learn How to Write a Site Content Audit and Report…

Site Content Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects

Project featured in:

Inside AWAI’s FREE Webinar — How to Make $1,000 as a Copywriter in a Weekend

Example: Site Content Audit

What It Is:

• News, tips, insider secrets and other hot topics are popular with newsletter subscribers.
• The editorial content is usually quite helpful and relevant to the subscribers, giving them content they may not find elsewhere.

How It’s Used:

• Editorial content provides a steady feed of useful information to newsletter subscribers, keeping them interested and engaged with the brand.
• The content is usually written by industry experts/authorities, with subjects reflecting the prospect’s views and interests, and reinforces the customer relationship.
• When used with a persuasive link or call to action, editorial content can powerfully introduce subscribers to new products/services and expand sales with them.

Why It’s Popular With Clients:

• 83% of business-to-business (B2B) marketers use e-newsletters for content marketing because of readership and return on investment (ROI).³
• E-newsletters are extremely useful in business-to-consumer (B2C) communications as well, in a wide variety of niches

What the Project Involves:

• Solid, highly valuable and “get it here only” content from an authority.
• Articles are easy and fun to write, generally 600 to 800 words, and are often ghost-written from the expert’s voice.

Learn How to Write an Editorial Piece for a Newsletter…

The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter

Example: Editorial Piece for a Newsletter

What It Is:

• A pillar blog post (also sometimes referred to as “cornerstone content”) is designed to establish a brand as the authority on a subject.
• Pillar posts are long blog posts — 4,000+ words — that typically are the “definitive guide” or “ultimate guide” to a specific subject.
• Pillar posts are designed to be a complete resource and answer all the questions a reader may have about the subject.

How It’s Used:

• Pillar posts are used as cornerstone content on a website to provide highly useful, evergreen content for readers.
• Pillar posts rank well in search, so they also are used as part of a company’s SEO strategy to bring organic traffic to a website.

Why It’s Popular With Clients:

• Because of their evergreen content and extreme usefulness, pillar posts continue to bring new visitors to a website. And new visitors mean new potential customers and the chance to close more sales.
• Pillar posts establish credibility and expertise for the company, which earns prospects’ trust more quickly.
• SEO results of pillar posts are measurable so clients can see that they’re working.

What the Project Involves:

• A genuinely helpful, conversational tone.
• Generally 4,000+ words, optimized for search engines with strategic keyword use.
• Takes several days to fully research, write, get approvals, and post online.

Learn How to Write a Pillar Post…

The Digital Copywriter's Handbook

Crash Course in B2B Content

Example: Pillar Post

What It Is:

• A short online video helps companies demonstrate products, offer “how-to” tips, and engage prospects with personal testimonials or case studies.
• Usually about 1 to 2 minutes in length; occasionally as long as 5 minutes.

How It’s Used:

• To provide instant engagement with prospects, by bringing them into a story and generating a quick response.
• Easily shared online through word-of-mouth and referral marketing.
• Used to generate direct sales, leads, clicks to landing pages, and more.

Why It’s Popular With Clients:

• Video gets results! HubSpot reports 88% of video marketers report a positive return on investment from video. 83% say video has helped them generate leads. 93% got a new customer because of a video on social media. ²
• People like video. 84% of consumers say they’ve been convinced to buy a product or service by watching a video.²

What the Project Involves:

• Estimate about 150 words per scripted minute of video.
• The typical script is 100 to 750 words max (40 seconds to 5 minutes).

Learn How to Write a Short Online Video Script…

How to Write Online Video Scripts for B2B Companies

Example: Short Online Video Script

What It Is:

• Also called sales or marketing funnels — an autoresponder series is sent in response to a prospect subscribing to an email list, submitting an inquiry, or making a purchase.
• Contains carefully crafted sales copy that leads to deepening the customer relationship and/or driving a follow-up purchase, seminar sign-up, etc.
• Usually contains 3, 5, or 7 emails, pre-written to engage the customer or prospect.
• Set up to go out automatically in a certain sequence within a specified timeframe.

How It’s Used:

• As automated marketing and follow-up, it continues the conversation with prospects or customers.
• These highly effective, automated emails keep new prospects moving forward and offer previous buyers new products and information.
• Usually, all emails in the series lead to one main goal or action. Urgency increases with each email sent. The series ends once the desired action is taken.

Why It’s Popular With Clients:

• It’s the fastest way to build a relationship with a new customer or prospect, increase revenue, and grow a business.
• Once set up, it’s completely automated and cost-effective.
• Customer Value Optimization (CVO) — attracts new customers, increases the size of each sale, gets customers to buy more often.

What the Project Involves:

• Emails are written in a conversational tone, in your client’s voice.
• You’ll write factual and engaging copy to start, and maintain the conversation in a consistent manner to encourage the reader to take a desired action.

Learn How to Write Autoresponder Email Copy…

Ryan Deiss’ CVO Expert Training

Example: Autoresponder Email

What It Is:

• Proofreading is the professional service of reviewing copy/content to identify and correct typos, grammatical errors, inconsistencies, and missing information.
• Editing is the art and science of reviewing copy/content to make sure the flow is smooth and consistent, the brand voice is correctly represented, and nothing is awkward or stopping the reader throughout the text. Editors often make substantive copy suggestions to improve the content.

How It’s Used:

• For all the project types in this report, companies rely on proofreaders and editors to make sure the content is clean, error-free, and consistent before it reaches the audience.
• Some professionals offer just proofreading services, while others offer proofreading AND editing. The proofreader/editor is more valuable, because the scope is more in-depth; it requires a deeper knowledge of the company and its products.

Why It’s Popular With Clients:

• Simply put, clients want to publish effective and error-free marketing content!
• Quite often, the original writer, and even in-house reviewers, may fail to notice errors or inconsistencies, because they’re so zoned in on the overall marketing message. It’s well worth the investment to hire a trained proofreader/editor who offers an objective, professional perspective with an eye for detail.

What the Project Involves:

• Proofreader: You’ll need to know grammar/punctuation standards (such as in the Chicago Manual of Style) and how to professionally mark documents for correction.
• Editor: You’ll combine your proofreading knowledge with your understanding of the different project types (how they work most effectively), as well as your client’s brand standards (voice, copy style, punctuation preferences, industry jargon, etc.).

Proofreading/Editing Tips…

Write Now! Persuasive Writing Prompts: Powerful Proofing Tips

Example: Proofreading/Editing

What It Is:

• The home page of a website welcomes visitors, differentiates the site/service from all others in the category, and provides highly useful information with links to other pages on the site.
• Search Engine Optimization (SEO) of the home page ensures high placement in Google results, making it as easy as possible for customers to find the company’s website.
• Sales-conversion copy ensures a successful customer experience from first arrival on the website to purchase.

How It’s Used:

• With SEO and sales-conversion copy, home pages can drive business and sales throughout the website and represent the entire company online.
• According to HubSpot’s The Ultimate List of Marketing Statistics:²
• 81% of Internet users worldwide research products online before making a large purchase.
• 89% of B2B professionals use search engines to research business purchases.

Why It’s Popular With Clients:

• Your clients know they must make an instant “great impression” online and appear at the top of search engines to survive.
• SEO is time-intensive and requires skilled resources most businesses don’t have in-house, so they’re desperate to find copywriters who can handle this process.

What the Project Involves:

• You’ll perform a step-by-step analysis of the existing home page content, or prepare a comprehensive plan for new content, to optimize keywords and phrases throughout the home page.
• You’ll strategically optimize key elements on the home page, including titles, meta-tags and descriptions, headlines, subheads, and body copy.

Learn How to Write SEO Home Page Content…

The Digital Copywriter's Handbook

Example: SEO Home Page Content for a Local Business

Primary keyword: veterinary hospital Davidson, NC

What It Is:

• An organized collection of questions and answers prospects and customers frequently ask about a company, product, or service, generally in the areas of “how it works,” technical support, customer service, and sales.
• Prospects and customers look for FAQs posted on a company’s website to find instant answers to their burning questions, anytime, without having to talk to a salesperson.

How It’s Used:

• This form of self-service Q&A is available 24/7 online.
• Well-written FAQs can overcome sales objections and make prospects more comfortable in taking the next steps.
• It standardizes responses and information about the company, products, and services for clarity and continuity.

Why It’s Popular With Clients:

• FAQ pages are SEO-friendly, because of the frequent repetition of keywords and phrases throughout the content, which places them at the top of search results.
• Helps speed up the sales cycle while reducing calls/emails to Customer Service.
• Customers are happy when they can find immediate answers to their questions online.

What the Project Involves:

• FAQs are easy (and yes, even fun!) to write.
• Your client can usually provide the most common questions and concerns the company receives, or they’ll put you in touch with Customer Service or Technical Support for the information you need.

Learn How to Write Content for an FAQ Page…

SEO Copywriting Success

Example: FAQ Page

Primary keyword: organic gardening (and variations)

What It Is:

• A rapidly evolving form of online advertising on social media, where advertisers pay to place ads as “sponsored content” to generate clicks and drive traffic to websites or landing pages.
• You’ll write the ads and manage campaigns to generate leads and revenue.

How It’s Used:

• Social media advertising is highly targeted and segmented marketing.
• It’s used to reach a larger audience of readers, prospects, and customers.
• Generates leads for growing your client’s email list.
• Breaks through the clutter in online advertising, appeals to prospects, and drives traffic to a specific landing page/sales promotion.

Why It’s Popular With Clients:

• Social media advertising is the leading paid content distribution method in North America as of July 2020, and 83% of B2B marketers are using social media advertising to connect and engage with their target audience.⁹
• Produces immediate results. Can be monitored in real time to see response and activity as it’s happening.
• Dynamic and responsive marketing — adjustments can be made instantly.
• Less expensive and more flexible to turn on and off than other forms of advertising.

What the Project Involves:

• Basic copywriting and persuasive communication essentials, pared down to the bare minimum (only 280 characters on Twitter!).
• You’ll write creative ads to get attention, get the click, and convince the prospect to take immediate action.

Learn How to Write a Social Media Ad Campaign…

How to Make Money as a Social Media Marketing Expert

Example: Social Media Ad

What It Is:

• Direct-mail sales promotion in the format of a newsletter that’s sent as a single folded, tabbed piece.
• Often a two-color, 12- to 24-page “special report” or “current issue” with a masthead, sidebars, and flow-through sales copy that appears to have an editorial feel to it, but is really persuasive in nature.
• May also be in the form of an oversized “tabloid” and have the look and feel of a small newspaper.

How It’s Used:

• As a clever sales promotion in a newsletter format, packed with editorial content.
• Because of its engaging format and newsletter-style articles, prospects tend to keep this type of promotion around longer, spend more time reading it, and share it with friends and family.

Why It’s Popular With Clients:

• The longevity of a newsletter-style self-mailer means you can continue getting sales for a longer period of time. This “tail” of orders and subscriptions can often make the difference between success and failure.
• It can often serve the purpose as a “proof” piece — like a published story.

What the Project Involves:

• Copy needs to be persuasive but have a newsletter/editorial feel to it.
• You’ll need to work more heavily with a graphic designer. The designer will help work through the elements needed. You will need to write more “sidebar” articles — little snippets of copy that are used as gateways into the flow-through sales letter.

Learn How to Write a Newsletter-Style Self-Mailer…

The Accelerated Program for Seven-Figure Copywriting

Example: Direct-Mail Newsletter-Style Self-Mailer

What It Is:

• A glossy, printed single sheet of information used in sales to quickly present details about a featured product or service.
• Often 2-sided, this versatile sales communication can be tailored to presentations and specific sales situations.

How It’s Used:

• Sales communication and support.
• Sent by mail, presented at a meeting or trade show, or distributed as an email attachment to interested parties.
• Included in media or press kit for a new product launch.

Why It’s Popular With Clients:

• Provides consistent and accurate information and representation of the product for salespeople and prospects.
• Gives the prospect a tangible reminder and information to reference.

What the Project Involves:

• Copy must be clear and persuasive — short, punchy copy, with big, bold benefits and reasons to choose THAT product.
• You’ll research and interview product managers, and perhaps test the product, to write brief descriptions that highlight benefits, features, and specifications.

Learn How to Write a Sell Sheet…

Modern B2B Copywriting

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Sales Enablement Sell Sheet

What It Is:

• A 1-page reference document that gives a salesperson quick and easy access to all the key information they may need to close a sale.

How It’s Used:

• Sales training and support.
• Used as a reference aid by salespeople to answer questions, overcome objections, and close sales.
• This is for internal use by a company’s sales force only. Unlike a One-Sheet or Sell Sheet, it is not meant to be given to prospects.

Why It’s Popular With Clients:

• Ensures that all salespeople are hitting the same points and generally communicating the same thing to their prospects.
• Standardizes sales presentations and helps prevent salespeople from “winging it.”
• Increases sales force confidence and preparedness, which increases their close rates.

What the Project Involves:

• Small chunks of benefit-rich, persuasive copy summarizing key benefits of the company’s product, often with a section containing comparison to similar competitors’ products.
• You’ll research information that’s contained in the company’s existing marketing materials and condense it down to the essential and most persuasive key points that will help the salespeople get their prospects to take action and say yes.

Learn How to Write a Battlecard…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Sales Enablement Battlecard

What It Is:

• Analysis and optimization of a page (or pages) on the website designed to sell a specific product or service.
• Product pages are your client’s online catalog and link directly to the order page or shopping cart.

How It’s Used:

• Product pages are often the last page the prospect will view before deciding to purchase.
• Prospects arrive on the product pages from links on the home page, in other content, or from landing pages and advertisements, to find more detailed information and a persuasive closing presentation with a strong call to action.

Why It’s Popular With Clients:

• Product pages lead directly to the cash register of the website.
• Your client needs these pages to be easy-to-use and effective, so the prospect will buy their products and services.

What the Project Involves:

• Similar to home pages and category pages, you’ll follow a step-by-step process to provide the necessary and specific information prospects are searching for on the product pages.
• These pages must be optimized with keywords and phrases in titles, product descriptions, and content.

Learn How to Write SEO Product Page Content…

The Digital Copywriter's Handbook

Example: SEO Product Page Update

Primary keyword: cat condo

What It Is:

• The order page is where the money comes in. It’s where customers complete the sale.
• You’ll carefully design the content on this form or page to make it easy for the prospect to complete their purchase by providing payment details and contact information.

How It’s Used:

• The order page/shopping cart is the cash register of the entire sales promotion!
• Summarizes relevant details of the offer, bonuses and guarantees, processes the payment, and provides confirmation of the sale.
• Reassures the customer and reinforces their excitement in making the purchase.

Why It’s Popular With Clients:

• The order device (online or offline) can make or break the sale — and even generate additional revenue by including other related offers.
• Studies have shown, with direct mail and online promotions, prospects will often read the order page before they read anything else in the promotion.

What the Project Involves:

• You’ll restate and summarize the core promise(s) and benefits of the offer in a concise, easy-to-understand manner.
• Make sure the order form is clean, uncluttered, and easy to follow, so the prospect doesn’t abandon the sale out of frustration or confusion.
• Reinforce urgency with a strong call to action.

Learn How to Write Effective Order Page/Shopping Cart Copy…

The Digital Copywriter's Handbook

Example: Order Page Copy

What It Is:

• An objective review of any form of copywriting, such as an ad, sales letter, landing page, email marketing campaign, or direct-mail package.
• Written report analyzes copy in detail — what works, what doesn’t — and provides recommendations and suggestions for improvement.

How It’s Used:

• Help clients improve or refresh a marketing campaign.
• Offer a second opinion; review and propose new ideas.

Why It’s Popular With Clients:

• Primary reason is a limited budget. A top-notch direct-response copywriter charges well into five figures for a package, and in many cases, a royalty or commission on top of that.
• The prospective client might not be willing or able to meet those terms. In such situations, a critique is an appealing alternative.

What the Project Involves:

• Copywriting expert Bob Bly follows a 9-step process:

1. Scan.
2. Identify the big idea.
3. Body copy should be powerful.
4. Look for credibility.
5. Check for missing information.
6. Look for contradictions or info that doesn’t belong.
7. Flow and momentum.
8. Identify points that are buried and need to be brought forward.
9. Check for accuracy and errors.

• Read and study the package carefully, several times, and mark it up with notes and comments to review and discuss with client.

Learn How to Do a Copy Critique…

The Accelerated Program for Seven-Figure Copywriting

Example: Copy Critique Outline of Terms

What It Is:

• A welcome packet is typically a comprehensive printed package of information and materials sent to new buyers through the mail or electronically via email.
• It welcomes new customers to a company, product, service, subscription, or membership program.
• Commonly used for new members of health insurance plans, credit unions, travel clubs, etc.

How It’s Used:

• Immediately engage new customers with the product or service.
• Show how the membership, product, or service works.
• Answer commonly asked questions.
• Reduce customer service issues.
• Transform a prospect or new buyer into a committed and loyal customer.

Why It’s Popular With Clients:

• Reduces returns and refunds.
• Creates a loyal customer who will actively promote their product with positive word-of-mouth marketing and referrals.

What the Project Involves:

• Understand what you want to achieve with the welcome packet.
• Clear, conversational writing to educate and support new customers — no hype.

Learn How to Write Welcome Materials…

Modern B2B Copywriting

Example: Welcome Packet

What It Is:

• These ads are the classifieds and display ads of the Internet.
• They contain catchy, irresistible graphic or text advertisements, in a specific format, to entice visitors to click through to a client’s website or promotion.

How It’s Used:

• Ads are often used for lead generation to build email lists and draw traffic.
• Banner ads and text ads are used on websites, search pages, directories, blogs, newsletters, and e-zines.

Why It’s Popular With Clients:

• Ads can be inexpensive and highly effective in driving traffic to offers.
• Results are easily measurable.

What the Project Involves:

• These ads are short, challenging, and fun to write. And, considering the time it takes to write one — usually less than two hours — this type of project pays very well.
• You’ll convey, in a limited space, the big benefit to the prospect (answering the question, “What’s in it for me?”), and then you’ll edit the copy to its bare essentials.
• Don’t assume the reader knows to click on the ad. Make sure you have a clear, specific, and urgent call to action, i.e. “CLICK HERE” OR “VISIT NOW.”

Learn How to Write a Banner Ad or Text Ad…

Modern B2B Copywriting

Example: Banner Ads

What It Is:

• Most call-in and online seminars (webinars) lead to one thing: a sale. The presentation itself can be in the form of a “talking” promotion (voice over PowerPoint slides or handout), an interactive format, or a live video or audio presentation.
• You’ll write the script, whether it’s Q&A, a list format, outline, interview, or a slide presentation.

How It’s Used:

• Powerful tool for lead generation with a more personal and engaging interaction with prospects.
• Companies use teleseminars and webinars as a way to create interest in their products and services, generate sales, and build brand awareness and customer relationships.
• Usually offered for “free” to collect email addresses for lead-generation/follow-up marketing.

Why It’s Popular With Clients:

• It works! Generates hot leads, drives traffic, and closes sales.
• Powerful one-to-many marketing saves time and money.
• Gives your client a competitive advantage to offer innovative marketing and customer service.

What the Project Involves:

• Keep it simple, whether audio or visual.
• Working with slide presentations, be sure to focus on a main headline for each slide and use short bulleted lists with simple images.
• Have an organized structure and flow throughout to fully develop the main idea.
• Always close with a strong, clear, and specific call to action with a sense of urgency. Make it easy for the listener or viewer to take action immediately.

Learn How to Write a Teleseminar/Webinar Script…

Modern B2B Copywriting

Crash Course in B2B Content

Example: Teleseminar/Webinar Script

What It Is:

• The top social media platforms in 2022 include Facebook, Instagram, Pinterest, LinkedIn, Twitter, and TikTok.
• This project involves establishing your client’s presence, with a page or profile, on one or more of the social media platforms.

How It’s Used:

• Since 2003, social media has become a constantly evolving way for your clients to interact with prospects and customers.
• Setting up and maintaining active social media channels allows businesses to attract and engage new prospects, turn followers into buyers, and develop loyal fans and communities online.
• It’s also a way to facilitate brand management and strengthen customer service.

Why It’s Popular With Clients:

• Emerging technology is quickly becoming an essential part of any business strategy.
• Your clients recognize the competitive edge that results from a strong social media presence.

What the Project Involves:

• It usually takes less than two hours to set up a company profile on any of the social media platforms.
• You’ll structure the page or profile with branding, graphics, company information and a description drawn from the company’s Key Message Copy Platform for consistency.

Learn How to Do Social Media Setup…

How to Make Money as a Social Media Marketing Expert

Example: Social Media Setup

What It Is:

• Resumes help job-seekers, career changers, speakers, etc. present themselves in the best light, with a document that showcases their top skills and achievements.
• Personal Branding Profiles include individual LinkedIn profiles, videos, etc. — similar to resumes, but expanded into a whole new category of professional online profiles.
• The resume and the LinkedIn profile are two configurations of the same information.

How It’s Used:

• Professional resumes and personal branding profiles are a must for individuals working in high-level corporate jobs and for anyone seeking a new job or a career change.
• They’re also important for business owners, entrepreneurs, and inventors.
• You can even offer to write a profile/resume in the form of a sales letter, complete with call out to a target audience and call-to-action (AWAI member Don Burns told us he charges around $2,500 for that extra work).

Why It’s Popular With Clients:

• An objective, professional writer can identify career strengths that help the client stand out and impress potential employers and others.
• Clients no longer have to struggle with trying to “toot their own horn” — figuring out what’s best to highlight from their career or how to present their achievements.

What the Project Involves:

• The key element is NOT the writing — it’s the client interview — usually 4 hours over 2 to 3 phone conversations. This lays the groundwork for an unbeatable resume and profile.

Learn How to Create Resumes and Profiles…

The Pro Resume Writer Program

Example: Resume and Personal Branding Profile Excerpts

What It Is:

• Magazine + catalog = “magalog” — a piece of direct mail that looks more like a magazine or catalog than a sales letter. A magalog is typically 24 to 36 pages and mails by itself instead of inside an envelope.
• Usually printed with a colorful, glossy magazine- or catalog-style format, the main sales letter copy flows throughout the piece, around sidebars and inset boxes highlighting supportive copy, such as testimonials, endorsements, and information about premiums.
• Usually mails as a flat 8-1/2” x 11” at a higher postage rate; however, a smaller version of this format (known as a “slim jim”) can be mailed at the letter rate, saving on postage.

How It’s Used:

• This is a sales promotion in a magazine/catalog format, packed with “secrets,” success stories and more. It is mailed to targeted lists to generate sales.
• Because of its engaging format and magazine-style articles, prospects tend to keep this type of promotion around longer, spend more time reading it, and share it with friends and family.

Why It’s Popular With Clients:

• The longevity of the magalog means you can continue getting sales for a longer period of time. This “tail” of orders can often make the difference between success and failure.
• It can often serve the purpose as a “proof” piece — like a published story.

What the Project Involves:

• You’ll need to work more heavily with a graphic designer. The designer will help work through the elements needed. You will need to write more “sidebar” articles — little snippets of copy that are used as gateways into the flow-through sales letter.
• You should understand the flow of a magalog and why copy is used as gateways — and how to arrange the front and back covers.
• A winning magalog can be very lucrative — you can earn royalties for years, as your client continues to use it in the mail.

Learn How to Write a Magalog…

The Accelerated Program for Seven-Figure Copywriting

Example: Magalog Front Cover and Inside First Page

What It Is:

• You’ll write the company profile — the basic information, or “elevator speech” about your client that can be used in any context to consistently describe the business quickly and succinctly.
• In some cases, you’ll write two sentences or less for the company bio or description — on Twitter, for example, you only get 160 characters for a bio.

How It’s Used:

• It’s important to use the same messaging and representation across marketing channels and in social media profiles, directories, and relevant review sites to establish familiarity with and recognition of the brand.
• Google even frowns upon companies that have different descriptions, contact information, locations, etc. across the different sites.

Why It’s Popular With Clients:

• Your clients need to put their best foot — or marketing message — forward in any context and every situation.
• Consistency in descriptions and messages produces better results and brand recognition.

What the Project Involves:

• Make sure the most essential information about the company’s brand and identity are included in key marketing messages and content — every time.
• You can help your client create consistency by proposing a comprehensive Key Message Copy Platform. (See Project #3.)

Learn How to Write a Company Description…

Key Message Copy Platforms

The Digital Copywriter's Handbook

Example: Company Description

What It Is:

• You’ll use your copywriting and persuasive communication skills to write a sales script for use by telemarketers via telephone.

How It’s Used:

• In B2C, telemarketing can be very effective with a target audience or demographic that might still be more comfortable speaking to a “real person” on the telephone.
• In B2B, telemarketing is used to generate leads, for pre-sales qualifying and setting up appointments, and for “classic” cold calling.

Why It’s Popular With Clients:

• The telephone is still an effective method of reaching out to prospects and customers through direct, person-to-person communication, especially with the proliferation of mobile phones.
• In direct-response marketing, many clients still offer a toll-free number for prospects and customers to call with questions, for customer service, or to place an order.
• Scripts ensure consistency of quality and effective messaging among all employees.

What the Project Involves:

• The script for incoming or outgoing telemarketers must be friendly, conversational, and succinct, in order to move the sales process forward.
• You’ll need to make your script easy to read and deliver.
• Always close with an appropriate call to action — the specific next step.

Learn How to Write a Telemarketing Script…

Modern B2B Copywriting

Example: Telemarketing Script

What It Is:

• This common, simple form of a self-mailer is a very low-cost way to reach prospects.
• Typically just 2 to 4 panels of copy — no envelope required.
• Sometimes includes a physical premium adhered to it — a sticker, membership “card” (not authenticated yet), or product sample (such as face cream in a small foil packet) — as a gift to encourage reciprocity. (The prospect received a gift and is more likely to buy something in return.)

How It’s Used:

• Postcards attract attention to and interest in a business, product, or service. They are mailed to prompt an immediate response — to generate leads, sell products, announce sales or special events — or remind a customer of an appointment or service schedule.
• Serves as a visual reminder of the company’s products or services and is likely to be retained for follow-up or future reference, especially if there is a useful interest item, like a calendar or sports schedule.

Why It’s Popular With Clients:

• Affordable, easy to design and send.
• Immediate and lasting impact, as prospects are likely to hold onto a postcard.
• Fresh way to attract attention.

What the Project Involves:

• Short-format copywriting with all the essentials to grab attention, provide enough relevant detail about the offer, and close with a clear and motivating call to action.
• Add to presentation with graphic design elements — complementary use of fonts, images, and color.

Learn How to Write Direct-Mail Postcard Copy…

The Accelerated Program for Seven-Figure Copywriting

Example: Direct-Mail Postcard

What It Is:

• Brochures are take-away marketing pieces used to summarize a sales presentation or provide additional information.
• In the interest of economy, this type of brochure is usually folded in thirds to fit inside a standard business envelope or lobby stand. 4-panel versions are popular as well.
• Even with so much digital information available, printed brochures are still popular for point-of-sale education, trade shows, and mailed follow-up.

How It’s Used:

• Sales communication and support to help salespeople.
• Provides information and a physical presentation format that can be given directly to a prospect or displayed in public places (lobbies, waiting rooms).
• Brochures can be highly specialized for trade shows, or as reference material (healthcare industry), or to feature additional technical details of a product or service.

Why It’s Popular With Clients:

• Helps close the sale and educate prospects and customers.
• Generates leads and inquiries.
• Inexpensive to produce.

What the Project Involves:

• Understand exactly what your client needs to accomplish with the brochure.
• Think about what you want the prospect to do after reading it: Feel confident about the product? Use the brochure as a reference? Call or visit the website to order?
• Use a powerful headline, supportive subheads, and motivating, informative body copy to coordinate with the visual presentation and get the desired response from the reader.

Learn How to Write/Design a Brochure…

Modern B2B Copywriting

Example: Brochure

This 2-sided brochure has 4 panels that fold down to standard envelope size.

What It Is:

• A survey provides feedback about products and services that can be used to create compelling arguments, powerful headlines, teasers, and motivating testimonials in future promotions.
• Customers are a gold mine of information — if you ask the right questions.

How It’s Used:

• Following up with new customers is a great way to provide customer service and build good relationships from the start.
• Survey responses show how to talk to prospects in the language they use to describe their needs, wants, and desires.

Why It’s Popular With Clients:

• Creates positive relationships with customers, brand loyalty, and additional sales.
• Prompt feedback about new customer experience can bring attention to possible problems. Company can respond immediately to problems and concerns.

What the Project Involves:

• When designing a survey, start with the prospect/customer, not the product.
• Main question: “What’s your biggest problem right now?”
• Ask open-ended questions, as they provide more helpful information than check-the-box or numeric ratings.

Learn How to Write a Survey…

Modern B2B Copywriting

Example: Survey

What It Is:

• Managing a company’s social media presence — including posting, monitoring, updating, responding, and participating on a daily basis — with the intent to grow the audience, generate leads, facilitate community participation, and increase sales and revenue.
• In addition to participating on the platform, you’ll monitor performance using analytic tools to improve effectiveness.

How It’s Used:

• In a very positive sense, social media has forced businesses to become more personable, reveal their human side, contribute to their communities, and engage with followers.
• Businesses can reach new audiences, attract new customers, and interact with fans.
• It uses powerful word-of-mouth marketing through easily shared content.

Why It’s Popular With Clients:

• It's where consumers spend their time and attention. As of 2021, 84% of the U.S. population uses at least one social media network, and the number of active social media users worldwide is 57.6% of the population.⁸
• Your clients know they need to have a social media presence so they can build their audience and generate sales. But many don’t have the time, knowledge, or desire to keep up with the constant changes or manage social media on their own.

What the Project Involves:

• You’ll create and distribute content on the various social media platforms. Following an established editorial calendar can help maintain enthusiasm and consistency.
• Social media management is a long-term project, usually on a retainer agreement. You’ll become a recognized company ambassador and spokesperson through your posts and interaction.

Learn How to Manage Social Media…

How to Make Money as a Social Media Marketing Expert

Example: Social Media Management

This Hootsuite image depicts a tool that you can use to easily view and manage conversations on behalf of a company across multiple social networks.

What It Is:

• A chatbot is the automated version of a person-to-person chat using pre-programmed messages.

How It’s Used:

• Chatbots are used for everything from customer service and lead generation to making direct sales and even delivering services.
• Chatbots can be installed on individual websites or can be used in the direct messaging of social media platforms (Facebook Messenger, Instagram Direct Message, etc.).

Why It’s Popular With Clients:

• Better open rates than email (typical email open rate is 15-30%, while chatbots are opened up to 80% of the time).
• 90% of brands register measurable improvement in complaint resolution thanks to chatbots. And chatbots raise average sales by 67%.¹⁰

What the Project Involves:

• Most chatbot scripts are a total of 300 to 500 words.
• Copy MUST be conversational… like texting between friends.
• You design the flow of the conversation with options based on the user’s choices to deliver a “choose your own adventure” type of experience for your client’s customers and prospects.
• You deliver the script with the options mapped out to your client, and someone else is responsible for programming and implementation.

Learn How to Write Chatbot Scripts…

Chatbot Copywriting Mastery & Certification

Example: Chatbot

What It Is:

• Advertisement + editorial = “advertorial” — a paid advertisement written and designed to look like the editorial content in a magazine, newspaper, or website… but the real purpose is to sell a product.
• Delivers useful and interesting content, such as a good article or news story, but its main job is to move the prospect toward an idea, promise, or benefit, and call them to action.

How It’s Used:

• Clearly identified in the ad itself as an “Advertorial,” “Paid Advertisement,” or “Sponsored Content” (so as not to be misleading).
• Several advertorials can be used to publish a multi-page “advertising supplement.”

Why It’s Popular With Clients:

• Higher readership than traditional advertising. A New York Times study indicated readers spend the same amount of time on sponsored articles as they do on traditional articles.
• Reader’s Digest tested advertorial vs. advertisement — advertorial sold 81% more products.¹⁴

What the Project Involves:

• Explain rather than pitch — less “hard sell.”
• Article format and tone — informative and newsy.
• Case studies and success stories work very well in advertorials.
• Save the sell until the end, and include a compelling offer with a strong call to action.
• Typical advertorial is less than 1,000 words.

Learn How to Write an Advertorial…

Modern B2B Copywriting

12 Copywriting Projects to Make the Most Money Featured article by Sandy Franks

Example: Advertorial

What It Is:

• A short, single-focus web page designed to bring in leads through a compelling offer.
• Offer typically includes a free report, free subscription, free demo, trial account, or other valuable “freebie.”
• A landing page has one clear call to action, with no other distractions, options, or menu choices.

How It’s Used:

• Prospects “land” on a web page by clicking a link contained in another source, such as a banner ad, email, e-zine ad or article, or Pay-Per-Click (PPC) ad.
• The main goal is to motivate prospects to provide an email address to get the free offer.

Why It’s Popular With Clients:

• Lead-gen landing pages can bring in a high volume of prospects who are perfect candidates to buy the client’s product or service.
• Once the client has the prospect’s email address, it’s easy to follow up with enticing offers to buy.

What the Project Involves:

• Every word of text and all graphic elements must be focused on achieving a single result — and echo the promise made in the ad that brought the prospect to this page.
• Restate the promise and its benefits, with urgency to sign up now. End with a clear and specific call to action to provide an email address so they get the freebie.

Learn How to Write an Effective Lead-Gen Landing Page…

The Digital Copywriter's Handbook

Example: Lead-Gen Landing Page Copy

What It Is:

• A mini-website built around a specific marketing campaign, promotion, or event.
• Very focused, typically less than 10 pages, exciting, motivating, and informative.
• More product-specific information and tabs than a landing page.

How It’s Used:

• To support a specific promotion and generate leads for a new product or event.
• As a call to action, asking the customer to sign up for a newsletter, download a special report, call a toll-free number, or make a purchase.

Why It’s Popular With Clients:

• Catchy and fun marketing copy has proven to be effective with prospects and customers.
• Viral content is easily shareable to generate buzz and excitement.
• Generates immediate response and great performance for sales or lead generation.

What the Project Involves:

• Keep it simple, tightly focused on one product or campaign.
• Include a call to action on every page. (This is a MUST!)
• Use informative, yet persuasive, copy — sell benefits and generate engagement without hype.

Learn How to Write a Microsite…

Modern B2B Copywriting

Example: Microsite

Note: This event microsite is several scrolls long. We’re showing just the first page here.

What It Is:

• The secret to a popular blog is to create an editorial calendar (on paper or online) for planning and organizing topics and content.
• It’s a strategic marketing tool to ensure consistency in communication and messaging — and to make sure the blog is focused on topics prospects really care about.

How It’s Used:

• Provides a format to generate post ideas and key topics.
• Establishes a publishing schedule for consistency throughout the organization.
• Reinforces discipline to create content on a regular schedule. (Avoids “blank page blues.”)

Why It’s Popular With Clients:

• An organized content strategy, plan, and schedule can generate as much as 30% more traffic for every post.
• And, it saves time and money.

What the Project Involves:

• Calendar system can be in paper format or an online spreadsheet. Level of complexity depends on content and frequency of posts.
• Important piece in your marketing and pricing — you get paid for research and thoughtful planning to determine the schedule.

Learn How to Write a Blog Editorial Calendar…

The Digital Copywriter's Handbook

How to Write Blogs for Yourself and Clients

Example: Blog Editorial Calendar

What It Is:

• Step-by-step, detailed explanation, tutorial, or guided tour on a website.
• Tells how to do something or how to use a product or service.
• Format can vary from simple printed instructions to a video or multi-media presentation.

How It’s Used:

• Shows prospects and new customers the ins and outs of using a website, product, or service.
• The information is meant to be engaging and helpful to the reader, while at the same time, in doing so, it helps to generate sales.

Why It’s Popular With Clients:

• Makes it easier for visitors to navigate their website, which helps convert them from prospects to customers.
• Customers are more likely to spend time and money with a business or website they get to know, like, and trust.
• “How-to” videos are more popular than ever on websites, YouTube, Facebook, etc.

What the Project Involves:

• You’ll start by testing the product, service, or website to research the customer experience and better understand the process.
• More informational than marketing, you’ll still use copywriting and persuasive communication skills to write the content for the guide or tour in a clear and concise manner, focusing on specific and reliable how-to details, benefits, and advantages.
• A call to action is important at the end, once you’ve hooked the prospect.

Learn How to Write a “How-to” Guide…

The Digital Copywriter's Handbook

Example: “How-to” Guide/Tour

What It Is:

• An effective podcast is an informative and entertaining “program” on digital audio.
• The files are available on the Internet for downloading to a computer or mobile device or listening to via a podcast app.

How It’s Used:

• News, interviews, and tips are all popular formats, great for building authority.
• Podcasts create ongoing interest, and the recurring format builds the relationship between a brand and its audience. Listeners subscribe to a podcast, similar to a blog or newsletter.
• A podcast provides an incredibly effective and low-cost way for businesses to keep in touch with customers and prospects and bring the company “voice” to their followers.

Why It’s Popular With Clients:

• Podcast apps (such as Spotify, Apple Podcasts, Google Podcasts, etc.) expose content to thousands of potential listeners for free. Audio search engines increase reach and grow audience.
• It can be far less expensive and easier than recording video.
• With the increased usage of mobile phones, this popular format has shown explosive growth. Prospects and customers can listen anywhere, anytime, at their convenience.
• BuzzSprout reports that the number of people who listen to podcasts will exceed 160 million by 2023, and 60% of podcast listeners have bought something they discovered through a podcast ad/sponsor message.⁴

What the Project Involves:

• You’ll use the same copywriting and persuasive communication basics to write for the ear instead of the written word. Make it easy for your listener to respond to offers or promotions with a specific and clear call to action.
• A 5-minute podcast runs about 750 to 1,200 words (about 2 or 3 pages). A 30-minute podcast runs about 4,000 to 7,000 words (about 12 to 20 pages).

Learn How to Write a Podcast Script…

Modern B2B Copywriting

Example: Podcast Script

What It Is:

• A press release is a marketing communications strategy to get media attention and/or to generate favorable publicity.
• It helps foster a good relationship between a company, individual, or organization and the public.
• 1- to 2-page document distributed to the media to announce a new product or service, award or accomplishment, event or online seminar.
• Often includes photos, graphics, charts, links, and even video.

How It’s Used:

• To increase traffic to a website.
• To build up a company’s brand and enhance credibility in the public’s mind.
• Often used by the media as the basis for a feature story, or as a prompt for more information or to request an interview.

Why It’s Popular With Clients:

• By publishing favorable news and current events on their website, it creates an SEO boost and promotes their business.
• It’s much less expensive than advertising or creating an in-depth marketing campaign.
• Drives third-party credibility and goodwill by having their business featured in the news.

What the Project Involves:

• Easy-to-follow template format expected by the media.
• Just the facts! (What’s the story, and why does it matter?)
• You’ll create a strong headline, a compelling lead with an opening sentence that previews the story, solid content, and contact information.
• Each press release is short (1 to 2 pages, 500 words max).
• Research and writing should take only a day or two.

Learn How to Write a Press Release…

Secrets of Becoming a Publicist

Crash Course in B2B Content

Example: Press Release

What It Is:

• A video sales letter (VSL) is a type of online advertising that presents a long-form, persuasively written sales promotion in the form of a video on a landing page.
• Uses classic direct-response copywriting techniques and can take many forms, from slides and narration to interviews to full-blown dramatic productions.
• Designed to be riveting, without breaks or distractions.

How It’s Used:

• VSLs help companies tell dramatic stories and bring sales copy to life.
• Provides highly valuable and effective engagement with prospects, generating a response.
• Easy to share online through word-of-mouth and referral marketing.

Why It’s Popular With Clients:

• Skillfully converting a sales letter to a successful VSL can double, even triple
• A successful VSL can generate big revenue for clients. (And big royalties for copywriters!)

What the Project Involves:

• You’ll be writing a full-length sales promotion used to generate direct sales.
• Keep in mind that the written text will be presented online as an engaging and persuasive audio and visual presentation that may be 20 to 45 minutes long.
• Estimate about 150 words per scripted minute of video.

Learn How to Write a Long-Form Video Sales Letter Script…

The Makepeace Method for Making a Fortune Writing Video Sales Letters

Example: Video Sales Letter

View the entire VSL here.

What It Is:

• An e-book (electronic book) is a digital format designed specifically to be read on a computer, tablet, or e-reader (handheld device).
• E-books have changed the marketplace by making publishing dramatically more accessible.
• Pew Research reported as of 2022: 30% of Americans say they have read an e-book in the last 12 months. ⁶

How It’s Used:

• E-books can be used effectively in any step of the business process, from lead generation to info marketing, from education to entertainment, to building a brand.
• It bestows a badge of credibility and respect to the author as an expert in their field.
• E-books can be a stand-alone profit center or passive income stream.
• E-books can be published by an individual author or written and published for a client.

Why It’s Popular With Clients:

• Maximum impact in a reputable and easy-to-access format.
• Ability to repurpose existing content (such as turning a blog post series into an e-book).
• 100% profit margin: delivered electronically, no printing costs, no inventory or storage concerns.

What the Project Involves:

• It’s a dedicated process of writing a clear, well-thought-out e-book divided into chapters that are easy to digest in electronic formats.

Learn How to Write an E-Book…

Bob Bly’s Ultimate Guide to E-Book Writing Success

Crash Course in B2B Content

Example: E-Book

What It Is:

• Call scripts help salespeople say the right things, keep the call on track, and have “lines” of persuasive copy they can use to avoid being at a loss for words.
• You’ll most often write call scripts for cold prospecting calls and/or lead follow-up calls.

How It’s Used:

• Sales training and support.
• Used by salespeople to ensure a smooth and successful call with a prospect.

Why It’s Popular With Clients:

• Ensures that all salespeople are hitting the same points and generally communicating the same thing to their prospects instead of ad-libbing and “winging it.”
• Saves time and increases efficiency by keeping calls on track.
• Increases sales force confidence and preparedness, which increases their close rates.

What the Project Involves:

• You’ll have a meeting with the client to get information about the call process, perhaps even ask a salesperson about their calls or monitor a few calls to get a feel for how the product is being sold and current “best practices.”
• You’ll research information that’s contained in the company’s existing marketing materials, including a battlecard (Project #54) if one is available and condense it down to the essential and most persuasive key points to give salespeople effective “lines” they can use during a call.
• Salespeople generally need the most help with the opener (to get the conversation started) and the close (to propose the next step/present the call to action), so these are important pieces of any call script.

Learn How to Write a Call Script…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Sales Enablement Call Script

What It Is:

• Short, pre-written, fill-in-the-blanks emails for salespeople to use with cold prospects.
• The package of 10 often includes variations on the pain point addressed or variations on the next step call to action.

How It’s Used:

• Cold emails are conversation starters.
• Salespeople “fill in the blanks” and customize the templates to address ONE prospect, to talk about ONE pain point problem, ONE aspect of the product or service that solves the problem, and ONE next step (call to action).

Why It’s Popular With Clients:

• Improves both efficiency and effectiveness of prospecting efforts.
• Provides consistent tactics and messaging across the sales force.
• Lets the sales team do what they do best … SELL! … rather than write emails from scratch.

What the Project Involves:

• Copy must be clear, engaging, and persuasive — these emails are rarely more than 125 words.
• You’ll research, use their existing sales materials, and meet with your client or some of their salespeople to gather the information you need to write these conversational emails that trigger a prospect to take the next step.

Learn How to Write Cold Prospecting Email Templates…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Cold Prospecting Email Template

What It Is:

• Short, pre-written, fill-in-the-blanks emails for salespeople to use when following up with prospects to move them to the next stages of the sales process.
• The package of 10 often includes variations on the next steps. A typical project might include three or four emails for each call to action that the sales team uses.

How It’s Used:

• These emails are used to get an initial meeting with the prospect, follow up on requests for sales material (sell sheets or brochures, for example), follow up on a proposal, and/or to follow up with webinar invitees/attendees.
• Salespeople “fill in the blanks” and customize the templates to address ONE prospect, to talk about ONE pain point problem, ONE aspect of the product or service that solves the problem, and ONE logical next step (call to action).

Why It’s Popular With Clients:

• Positions the salesperson as a resource instead of a pest.
• Provides consistent tactics and messaging across the sales force.
• Makes sales success replicable.

What the Project Involves:

• Copy must be clear, friendly, and conversational — these emails are rarely more than 150 words.
• You’ll research, use their existing sales materials, and meet with your client or some of their salespeople to gather the information you need to write these persuasive emails that trigger a prospect to take the next step.

Learn How to Write Follow-Up Email Templates…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Follow-Up Sales Email Template

What It Is:

• A stack of presentation slides telling a benefit-rich “solution story” and clearly presenting the price.
• You may write different sales decks for each type of product or service your client sells.

How It’s Used:

• Salespeople pull from the sales deck to create a customized presentation to close the deal with an individual prospect.

Why It’s Popular With Clients:

• Streamlines and standardizes sales efforts.
• Puts professional persuasive spin on messaging and copy for better results.
• Lets the sales team do what they do best … SELL! … rather than get distracted by spending time writing sales decks from scratch.

What the Project Involves:

• Copy must be short and impactful — slides shouldn’t be overloaded with words.
• As the copywriter, you should recommend ideas for images that help convey the message. You are not responsible for the design of the slides.
• Clients rely on you to tell a persuasive story that clearly outlines the details, features, benefits, price, and what the customer can expect from a product or service… and closes the deal.

Learn How to Write Sales Decks…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Sales Deck

What It Is:

• A document that pitches the product, quotes a price, and asks for the order.
• You may write different sales proposals for each type of product or service your client sells.

How It’s Used:

• Salespeople customize the proposal template to pitch and close the deal with an individual prospect.

Why It’s Popular With Clients:

• Streamlines and standardizes sales efforts.
• Puts professional polish on a critical document for better results.
• Lets the sales team do what they do best … SELL! … rather than write proposals from scratch.

What the Project Involves:

• Copy must be clear, direct, and persuasive.
• Proposals vary widely in length — typically anywhere from 5-25 pages — and there may be technical and legal (non-promotional) sections of the proposal written by others.
• In most cases, you’re not writing a proposal from scratch. You’re improving an existing proposal.

Learn How to Write a Sales Proposal…

Sales Enablement Copywriting Mastery & Certification

Inside AWAI Webinar: New Writing Niche Discovered! (Sales Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that is Going to Launch THOUSANDS of New Writing Careers

Example: Sales Proposal

What It Is:

• More interactive and specific than a book or lecture, “how-to” guides teach by example, providing step-by-step information to complete a certain process or task while also promoting the brand.
• Guides and booklets can be produced for many purposes and in different formats, both printed and electronic.

How It’s Used:

• Create brand awareness and authority.
• Engage prospects and customers by offering something of value relevant to the product or service, thereby generating leads.
• “Onboard” a new customer by showing them how to use a product or service most effectively. Success with a product leads to greater customer satisfaction.

Why It’s Popular With Clients:

• Prospects and customers appreciate a handy, “how-to” reference guide to be used with a product or service they buy.
• Saves time and money by addressing routine customer service issues.
• Creates loyal, active customers who become brand ambassadors.

What the Project Involves:

• Clear, helpful copy with step-by-step instructions.

Learn How to Write a “How-to” or “Tips” Booklet…

Bob Bly’s Ultimate Guide to E-Book Writing Success

Example: “How-to” Guide

What It Is:

• As your client’s business grows, and they want to introduce new products and services to their customers, they’ll need new web pages.
• New pages must be easy to find, search engine optimized, and written to drive online business leads and sales.

How It’s Used:

• 81% of Internet users worldwide research products online before making a large purchase.²
• Effective copy is needed for six basic types of web pages within the overall website structure: home pages, category and content pages, product pages, sales and order pages, landing pages, and subscription pages.

Why It’s Popular With Clients:

Businesses know their websites are a major source of commerce. In today’s constantly evolving online environment, your client’s web presence must be dynamic. It must be constantly updated with new information for optimal performance.

What the Project Involves:

• Follow a template or step-by-step process to offer the necessary and specific information expected on each new page, with persuasive copy.
• All new pages of the website must be optimized with keywords and phrases in titles, meta-tags and descriptions, headlines, subheads, and content.

Learn How to Write SEO Content for a New Web Page…

SEO Copywriting Success

Example: SEO Content for a New Web Page

Primary keyword: virtual assistant

What It Is:

• Typically, category pages are second-level web pages presenting core information about the business, including About, Services, Contact Us, and Subscribe.
• Category pages are usually listed in the main menus and navigation bar on the home page.
• These important pages must be optimized for search engines and sales conversion.

How It’s Used:

• While the home page opens the conversation with a prospect, category pages continue to drive the sales relationship by providing details with proof/credibility.
• Prospects want to know, like, and trust a business before they purchase. Category pages give them the information they need to move forward toward the sale.

Why It’s Popular With Clients:

• A fully optimized website, with great sales copy and a user-friendly flow in place, is critical for businesses to connect with customers.
• Even traditional brick-and-mortar businesses need a web presence. They realize their prospects and customers are online 24/7, searching for information.

What the Project Involves:

• Similar to home pages, you’ll follow a step-by-step process to make sure the necessary sales copy is included on the particular category page.
• Category pages are also optimized with keywords and phrases in titles, meta-tags and descriptions, headlines, subheads, and content.

Learn How to Write SEO Category Page Content…

SEO Copywriting Success

Example: SEO Category Page Update

Primary keyword: pet surgery davidson (and variations)

What It Is:

• Visual marketing message to quickly gain attention and awareness, identify a problem, then present a solution with a strong call to action.
• Can be anywhere from a 2-page spread, full-page, partial-page, or classified format in print to a small ad on social media, search engines, websites, or inserted into emails.

How It’s Used:

• Companies use ads to build awareness, generate leads, and to make sales.
• Used very effectively in printed B2C “interest” magazines, B2B trade journals, newspapers, and other editorial publications. Online space ads are effective for both B2C and B2B.

Why It’s Popular With Clients:

• Ads can reach a large, targeted audience at a relatively low cost and with very little project coordination.
• Versatile — they can be used in a variety of formats — and the images can tie elements of a marketing campaign together.
• Layout and design enhance a company’s brand and image.

What the Project Involves:

• The basic ingredients are a strong headline, powerful visual image, and body copy that’s limited to bare essentials.
• You help the client identify and focus on the biggest benefit and/or application of their product or service.
• You’ll use your copywriting skills to balance images with words — headline, subheads, bullets — and illustrations to quickly communicate key points.

Learn How to Write a Print/Space Ad…

The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter

The Accelerated Program for Seven-Figure Copywriting

Example: Print Ad

Note: The yellow call-outs explain what makes this ad so effective.

Example: Space Ad

Note: Placement of space ads vary according to overall design and function of a website. These two space ads are side by side on this web page.

What It Is:

• Materials used in trade show booths — brochures, giveaways, registration (email opt-ins), signs, and more — designed to grab prospects’ attention as they walk by.
• Also includes pre-show announcements and invitations, as well as follow-up marketing and copy to build relationships and drive future sales.

How It’s Used:

• Primary goal is to instantly grab attention and engage visitors to encourage follow-up.
• Promote a special “trade show only” deal, exhibit, presentation, or event.
• Sales communication and support.
• Lead generation and sales.

Why It’s Popular With Clients:

• Companies spend a fortune participating in trade shows and want to make sure their investment was well worth the cost.
• Trade shows can provide a tremendous return on investment (ROI) and competitive advantage… if your client can stand out at the trade show and connect with prospects.

What the Project Involves:

• Persuasive copywriting techniques on a larger scale. Fewer words with more visual impact.
• Focus on the biggest, most important benefit to the prospect.
• Coordinate all copy and materials to consistently motivate the prospect to take one clearly defined and specific action while they’re at the show (e.g., register or sign up for email list through a contest or giveaway).

Learn How to Write Trade Show Materials…

Modern B2B Copywriting

Example: Trade Show Materials

What It Is:

• Keyword research is the essential first step of the Search Engine Optimization (SEO) process.
• Keywords are the specific words and phrases a target audience types into Google and other search engines when searching for answers, solutions, and products to satisfy their immediate needs and interests.

How It’s Used:

• Keyword research is used to determine strategic topics for web pages and content.
• Keywords are included in headlines, titles, articles, and content to instantly attract and connect with prospects.

Why It’s Popular With Clients:

• Businesses are acutely aware they need to use the right keywords and placement strategies in order for their website to be displayed in Google search results and connect with their customers.
• Clients are desperate to be found at or near the top of the search results, so customers will find and visit their websites, giving them a distinct competitive advantage.
• 71% of marketers say using strategic keywords is their number one strategy for SEO.²

What the Project Involves:

• In a 3-step process, you’ll brainstorm, research, and verify keywords and phrases, using analytics and keyword research tools available online.
• Depending on the amount and type of content, keyword research can take 15 to 30 minutes for one article, or several hours to develop a comprehensive list and strategy for an entire website.

Learn How to Do Keyword Research…

SEO Copywriting Success

Example: Keyword Research

What It Is:

• A core business document (usually 12 to 15 pages) that contains all the relevant marketing messages and selling statements about a product or service.
• Includes specific product-focused language, an in-depth description of the target market, and the company’s Unique Selling Proposition (USP), as well as customer testimonials, facts and statistics, and product benefits and features.

How It’s Used:

• Serves as the “master messaging roadmap” for a product or service to ensure all marketing content has a consistent voice and message.
• Provides an internal reference for anyone in the company who needs to talk about or promote the product.

Why It’s Popular With Clients:

• Most businesses live in a constant state of emergency when it comes to marketing. They’re constantly scrambling to come up with new promotions and hit deadlines, all while staying consistent with their messaging.
• With all the product details organized in one place, your clients can quickly pull together marketing materials that deliver a consistent, effective sales message across all channels.

What the Project Involves:

• Generally takes 10 to 15 hours for product research, client interviews, writing and making revisions, using a standard report format or template.
• In many cases, writing the Key Message Copy Platform will lead to multiple future projects, as your client will need someone to write the promotional materials — that someone should be you!

Learn How to Write a Key Message Copy Platform…

Key Message Copy Platforms

Featured in:

Inside AWAI’s FREE Webinar — How to Make $1,000 as a Copywriter in a Weekend

Example: Key Message Copy Platform

What It Is:

• Sales meetings, annual awards banquets, customer appreciation days… these are just three examples of special events that may require copywriting for a theme, program, or other event materials.

How It’s Used:

• Brand recognition, celebration, employee or sales team motivation/rewards.
• Program materials and giveaways.

Why It’s Popular With Clients:

• Special events bring people closer together — employees, customers, salespeople, and business partners.
• A positive event can inspire and motivate employees and associates to work harder and achieve greater results.
• A customer-oriented event can generate goodwill, strengthen customer relationships, and increase sales.

What the Project Involves:

• Work with your client to develop the overall theme and match copywriting needs to fit the event.
• All materials and giveaways should support the theme and use the same tagline or slogan.

Learn How to Write Event Materials…

The Accelerated Program for Seven-Figure Copywriting

Example: Event Materials

What It Is:

• Many corporate officials and business executives are called upon to make a speech at some point.
• Speeches are needed to inform the public, the media, shareholders, and employees.
• Generally, 15 to 20 minutes in length, 2,400 to 3,200 words.

How It’s Used:

• Announce company news and events.
• Address groups at industry events or gatherings.
• Support the company’s prestige and name recognition.

Why It’s Popular With Clients:

• The thought of speaking in public makes most people queasy, so it helps to have written material and support.
• A great speech can advance the speaker’s career and reputation.

What the Project Involves:

• Know your message.
• Find your client’s “voice” and use it effectively throughout the speech.
• Make your script easy to read and deliver.
• Speechwriting is a fun, exciting, and “different” way to freelance without writing a word of marketing copy!

Learn How to Write a Speech…

Speech Writing Success! The Craft and Business of Speech Writing

Crash Course in B2B Content

Example: Speech Writing

What It Is:

• A “ghostwriter” is a person who writes books, articles, and speeches for which someone else takes the credit (legally!).
• A celebrity, politician, or well-known businessperson might hire someone to actually write their story for them.

How It’s Used:

• Publishing a book instantly bestows a badge of credibility and respect to the author as an authority in their field.
• The book might be a celebrity or professional memoir, or a business book for training, education, or self-help.
• Books also can be used to drive traffic online and generate leads.

Why It’s Popular With Clients:

• Celebrity tell-alls or inspirational memoirs can become instant bestsellers.
• Successful books generate lots of publicity and attention.
• Most prominent people who have interesting or newsworthy stories have no time or inclination to sit down and write the book themselves.

What the Project Involves:

• Dedicated process of writing, publishing, and promotion.
• Record audio conversations with subject or adapt private journals.
• Interviews with client to coordinate the outline.
• Work with client to edit and revise. Publisher may be involved to guide the process.
• Confidentiality and Non-Disclosure Agreement may be required.

Learn How to Ghostwrite an E-Book…

Bob Bly’s Ultimate Guide to E-Book Writing Success

Example: Ghostwriting a Book

Note: It’s difficult to find an example of a ghostwritten book or article because it was… ghostwritten!

What It Is:

• An unbiased, accurate point of view from a source other than the company.
• Words of praise or gratitude from a satisfied customer who has benefited from a product or service.

How It’s Used:

• Testimonials are social proof. They back up claims and vouch for the benefits of a product or service.
• Testimonials are used frequently throughout marketing and sales communications to persuade and prove to prospects that the benefits and claims are true.
• Overcome buyer skepticism and help rationalize your prospect’s buying decision.

Why It’s Popular With Clients:

• DigitalMarketer reports testimonials boost conversions by as much as 33%.⁷
• Everybody loves a success story — human interest helps drive response and sales.
• It’s an effective way to overcome objections and hesitations to close the sale.

What the Project Involves:

• You’ll review customer feedback and interview satisfied customers for real, honest reactions, looking for an engaging story of how the product or service changed the customer’s life.
• You or your client will obtain written permission to use a customer’s direct quotations and identification.
• You must never make up or embellish a testimonial. It is unethical and illegal. Honest testimonials are not paid for or compensated in any way. Testimonials must be authentic and verifiable to avoid legal issues.

Learn How to Write a Testimonial…

The Accelerated Program for Seven-Figure Copywriting

Example: Testimonial

What It Is:

• A comprehensive report on a company’s activities throughout the preceding year, intended to give shareholders and other interested parties information about the company’s activities and financial performance.
• For publicly owned corporations, annual reports have been a Securities and Exchange Commission (SEC) requirement since 1934.

How It’s Used:

• Corporate communications beyond financial — the overall objective is to persuade the general public, employees, investors, media, partners, and customers that this is a great company with a bright future.
• From Business.com: “When done well, an annual report will clearly communicate the values and goals of a brand, the key and most exciting metrics, the major achievements for the year, some of the key players, and a call to action.”¹⁵
• Presentation and distribution varies, from a simple, 1-page email to comprehensive, multi-media productions.

Why It’s Popular With Clients:

• Presents the company to the public in the best possible spotlight for marketing and PR.
• Reassures shareholders and attracts new investors.
• Reinforces your client’s authority, longevity, and credibility.

What the Project Involves:

• As a copywriter, you’ll be writing the informational and promotional parts of the annual report vs. the financial reporting section.
• Conversational, optimistic writing, style, and tone.
• Use Key Message Copy Platform for consistent messaging.
• High-profile piece. Expect feedback and requests for revisions from everyone involved, from the marketing manager and PR director to the VP and CEO.

Learn How to Write an Annual Report…

Modern B2B Copywriting

Example: Annual Report

What It Is:

• In marketing and sales, collateral is the entire collection of content and material created to sell the product or service. May include online and print/offline materials.
• In an audit, collateral is reviewed and analyzed for cohesiveness and effectiveness in overall messaging, consistency, tone, and approach.

How It’s Used:

• As a professional copywriter, you can offer your services as a consultant to audit your client’s existing collateral to identify weaknesses in messaging or process and suggest improvements.
• Often leads to additional assignments and projects for you to fix the problems you’ve identified.

Why It’s Popular With Clients:

• As a company and product evolve, marketing messages, channels and strategies need to evolve as well to stay up-to-date and competitive.
• A periodic review and update of all marketing materials is critical to implementing new ideas and refreshing overall consistency in messaging and branding.

What the Project Involves:

• Thorough review of the client’s existing collateral and competitive analysis, using step-by-step process and checklists.

Learn How to Conduct a Collateral Audit…

The Versatile Freelancer

Example: Collateral Audit

You can take a look across all the client’s materials to identify any inconsistencies.

What It Is:

• Beyond copy critiques, offer your client a marketing plan with specific strategies, ideas, advice, and recommendations.
• Objectives are broader and more ambitious than writing a single direct-mail package or email campaign.
• Improve overall marketing plan and strategy going forward.

How It’s Used:

• Streamline overall marketing strategy.
• Improve or refresh a marketing campaign.
• Offer a second opinion; review and propose new ideas.

Why It’s Popular With Clients:

• Access to expertise not available in-house.
• More affordable to engage an outside consultant on a project basis, as needed, instead of hiring a full-time, senior-level copywriter.
• Fresh viewpoint with outside perspective and wider knowledge of the industry and market.

What the Project Involves:

• Comprehensive approach to present an overview of the market, competition, and positioning of the product.
• Ideas for new concepts and strategies, with rough draft examples.

Learn Marketing Strategy, Planning, and Consulting…

The Versatile Freelancer

Example: Consulting Services

What It Is:

• A comprehensive overhaul of a client’s entire website, focusing on copy and content.
• You’ll analyze and re-design the messaging and flow across all existing pages of the website to create a cohesive and effective user experience.

How It’s Used:

• The website is the fundamental online presence and first contact with the business for many prospects.
• Websites create authority, trust, and sales for the company or organization.

Why It’s Popular With Clients:

• An updated, fully optimized website can be the difference between success and failure in today’s business economy.
• Many businesses are struggling with outdated, ineffective SEO and content strategies, and they’re desperate for your web content and copywriting expertise.

What the Project Involves:

• A complete website re-design is an exciting and thorough investigation of a company or organization. You’ll get to play reporter as you learn everything you can about your client’s business to optimize their website performance.
• You’ll get to know your client through interviews, tours, and extensive research to identify what makes the company or organization different, and to determine the overall messaging and re-positioning.
• You’ll also work with the web team to make sure the content is presented in the way you intend for best results.

Learn How to Write for a Complete Website Re-Design…

The Digital Copywriter's Handbook

B2B Websites: Developing Content that Builds Authority and Generates Leads, Too

Example: Complete Website Re-Design

Before:

After:

What It Is:

• Product names and taglines are the foundation of product identification, character, and recognition. So they’ve got to be memorable, relevant, unique, and catchy.
• Consider all of the marketing messages and selling statements about a product or service to come up with the perfect product name and slogan.

How It’s Used:

• Brand identity and instant recognition.
• Product names and a short, catchy slogan or tagline are used EVERYWHERE, in every marketing message, sales communication, and verbal reference for the rest of the product’s life — it’s like naming a baby!

Why It’s Popular With Clients:

• Having a catchy, memorable identity can ensure the long-term success of a product.
• A catchy product name creates brand awareness, recognition, and loyalty.

What the Project Involves:

• Research and familiarity to know the product inside and out.
• Brainstorming and testing, as well as market research.
• Keyword research can be extremely helpful in generating ideas.

Learn How to Create a Product Name and Slogan…

Key Message Copy Platforms

Example: Product Names

What It Is:

• Training manuals contain detailed information about how to perform specific job tasks in a company.
• Job descriptions, duties, and performance requirements are often included.
• Company-wide policies and information may be included as well.

How It’s Used:

• Onboarding new employees.
• Ongoing training and performance reviews.

Why It’s Popular With Clients:

• Contributes to smooth workflow and continuity during transitions as employees come and go.
• Establishes corporate culture and expectations.
• Results in consistent job performance and company philosophy.

What the Project Involves:

• Research and interviews.
• Copywriting skills to write clear and practical processes.
• A very organized approach, with table of contents, procedures, show-and-tell images, and more.

Learn How to Write a Training Manual…

Modern B2B Copywriting

Example: Training Manual

What It Is:

• Wikihow: “A human resource manualis a document detailing an organization’s policies regarding employee management and the relationship between managers and employees.”
• Company-wide policies and information on various subjects.

How It’s Used:

• Essential for communicating an organization’s workplace policies.
• Often referenced in legal proceedings.

Why It’s Popular With Clients:

• Contributes to smooth workflow and continuity during transitions as employees come and go.
• Establishes corporate culture and expectations.

What the Project Involves:

• Input from many stakeholders and legal review team.
• Research and reference previous manuals as a starting point.
• Requires an organized approach to gathering information and writing procedures.

Learn How to Write Employee/HR Materials…

Modern B2B Copywriting

Example: Employee Handbook

What It Is:

• Teaching copywriting fundamentals to staff writers, one-on-one.
• Helping employees of a company improve their copywriting and related marketing skills.

How It’s Used:

• Companies often invite outside speakers and industry professionals to present formal training programs to their employees, to update them on best practices and new trends.
• Rather than hire a freelance copywriter for every direct-mail or online-marketing project, the client ensures their in-house staff members have the skills necessary to manage and maintain the projects.

Why It’s Popular With Clients:

• Can be more cost-effective for a large company that has an in-house writing and marketing team.
• Continuing the professional education of its employees gives the company a competitive advantage in sales and marketing.

What the Project Involves:

• You’ll tailor each training program to the client and/or project specifications.
• The one-on-one training might involve consulting, strategic planning, critiquing content, coaching, offering ideas and solutions, and working directly with the in-house copywriters.

Learn How to Offer In-Person Training…

Modern B2B Copywriting

The Versatile Freelancer

Example: In-Person Training Agreement

What It Is:

• Point-of-sale marketing: store signs and other materials (stickers, banners, tags, dressing room promo pieces, window cling seals).
• Brief, visually attractive messages to inform or direct prospects and customers to the featured product, loyalty program discount, etc.

How It’s Used:

• Motivates prospects to buy the product when it’s right there in front of them.
• Grab attention, attract prospects and interest. Overcome any hesitation to buy with clear benefits and information.

Why It’s Popular With Clients:

• Sales!
• Signs are cost-effective, self-service marketing that help the prospect easily find what they’re looking for AND discover items they weren’t looking for (impulse items) to add to their purchase.

What the Project Involves:

• Complete, clear, and concise statement of message.
• Feature product reviews, testimonials, special offers, giveaways, comparison charts.
• Complement message with graphic design elements — fonts, color, eye-catching images, etc.

Learn How to Write/Design In-Store Signs…

The Accelerated Program for Seven-Figure Copywriting

Example: In-Store Sign

What It Is:

• Still a valuable marketing channel, radio commercials are very effective for reaching a target market segment every day: people in their cars, driving to or from school or work.
• You’ll write a script for sales communication over the radio, translating your copywriting and persuasive skills into an effective sales message.

How It’s Used:

• Brand awareness, publicity, lead generation, and sales.
• B2C, B2B, and Cause Marketing all use radio advertising, because the full spectrum of business buyers and decision makers are listening on their way to work every day — CEOs, executives, entrepreneurs, managers, and professionals.

Why It’s Popular With Clients:

• Direct reach in local market.
• More personal and engaging than an email or social media post.
• Unique — as more and more businesses focus their marketing and communication online, radio stands out.

What the Project Involves:

• Make your script easy to read and deliver.
• Keep it simple. Make every word count in a short, fixed time span — a 30-second commercial is generally less than 100 words.
• Always close with an appropriate call to action — the specific next step.
• Use copywriting basics with a strong “headline” promise, picture, proof and push, then close with a specific call to action. Use a memorable toll-free phone number or web address, and include urgency — a time limit to respond immediately.

Learn How to Write Radio Commercial Scripts…

Writing Radio Commercials for Fun and Money (Part 1) Featured article by Steve Slaunwhite

Example: Radio Commercial Script

What It Is:

• Because a direct-response radio commercial is often longer than typical 30- to 60-second radio commercials… and because they drive immediate, measurable, and valuable responses… clients often pay more.
• You’ll write a script for direct-response sales communication over the radio (car and satellite), translating your persuasive skills into an effective sales action.

How It’s Used:

• Many people listen to news and talk radio programs, which are effective channels for advertising by national companies for brand awareness, publicity, and lead generation.
• The difference with direct response is to include a mechanism by which the results of the commercial can be tracked and measured, with a unique toll-free phone number, a special promo code, or a quick and easy-to-remember URL to a landing page.

Why It’s Popular With Clients:

• Offers can be tied directly to the subject and topic of the radio program, establishing your client as a trusted resource and authority on the subject.
• Unique — as more businesses focus their marketing online, radio stands out.

What the Project Involves:

• Make your script easy to read and deliver. A common formula is problem-solution-act.
• Keep it simple. Make every word count in a short, fixed time span — you’ll generally need to write about 200 words for each minute of the commercial.
• Always close with an appropriate call to action — the specific next step.
• Information and details must be instantly memorable, and repeated several times — keep in mind, your prospects are driving and can’t drop everything to write information down, call or visit the website right away.

Learn How to Write Direct-Response Radio Commercial Scripts…

Writing Radio Commercials for Fun and Money (Part 1) Featured article by Steve Slaunwhite

Example: Direct-Response Radio Commercial/Infomercial

What It Is:

• Most TV commercials are written and produced by ad agencies, but you may be asked to write a script for a local business or direct-response client.

How It’s Used:

• Brick-and-mortar stores in a local market use TV commercials to attract local customers. Think car dealers, furniture stores, restaurants, urgent care clinics, anything local.

Why It’s Popular With Clients:

• Great way to connect with local community and build relationships.
• Simple 30- or 60-second spots can be produced and run on a small budget.

What the Project Involves:

• Introduce the business quickly and give viewers a reason to visit their location.
• Balance and sync the audio and visual elements of the message with a 2-column script.
• 3-step formula to deliver a clear and complete message in one viewing:
  1. Say it. The lead sentence in a commercial is like the headline in a print ad. It must grab the viewer’s attention, immediately reach and speak out to the appropriate audience for the message, and motivate the viewer to take action.
  2. Explain it. If your lead is successful, you’ll have only a few seconds to share additional details. Keep it simple.
  3. Repeat it. Remember that your audience is not necessarily a captive one. Attention spans are extremely short. Repeat the lead with a specific and clear (easy-to-remember) call to action.

Example: TV Commercial Script

What It Is:

• Presenting copywriting fundamentals to a larger group of employees from different departments.
• Helping employees of a company improve their copywriting and related marketing skills.

How It’s Used:

• Companies often invite outside speakers and industry professionals to present formal training programs to their employees, to update them on best practices and new trends.
• Employees from multiple departments within your client’s company will attend the training to ensure effective, consistent, customer-friendly messaging is used across all channels.

Why It’s Popular With Clients:

• Can be more cost-effective for a large company with a lot of different departments and employees who regularly create content for various purposes.
• Continuing the professional education of its employees gives the company a competitive advantage in sales and marketing.

What the Project Involves:

• You’ll tailor each presentation to the client and/or project specifications.
• Prepare for a 1- or 2-day presentation.
• A training program can be a formal presentation followed by “breakout” events or small-group training.

Learn How to Present to Company Employees (Large Group)…

Modern B2B Copywriting

The Versatile Freelancer

Example: Agenda for Company Presentation

What It Is:

• Also known as a tutorial, an online training video helps customers use a website service or complete a specific task.
• More interactive and engaging than a book or a lecture, a tutorial teaches by example, providing step-by-step information.

How It’s Used:

• To immediately engage prospects and customers by showing them how a product or service works and demonstrating how easy it will be for them to use it.
• As an online reference for customer service, available 24/7.

Why It’s Popular With Clients:

• Saves time and money by automating routine customer service issues.
• Customers who successfully engage with the product and begin using it right away are less likely to demand returns or refunds.
• Creates loyal, active customers who become brand ambassadors.

What the Project Involves:

• You’ll conduct research, interview experts, and test the product or service, so you can successfully communicate usage information to customers.
• You’ll write step-by-step, customer-friendly instructions in a clear and helpful manner.

Learn How to Write a Training Script/Tutorial…

Modern B2B Copywriting

Example: Training Video Script

What It Is:

• Your client needs to know what the competition is up to, in order to strengthen their own Unique Selling Proposition (USP) and continuously fine-tune their copy and messaging.
• You’ll research, analyze, and compare copy and content performance metrics for similar companies and prepare a report of your findings.

How It’s Used:

• Competitive analysis is a valuable part of Site Content Audits and Key Message Copy Platforms and should be updated frequently.
• It serves as a diagnostic tool to improve performance and results.

Why It’s Popular With Clients:

• Knowledge is power. It gives your client a competitive advantage.
• In a rapidly changing marketplace, businesses need to change and adapt quickly in order to keep up with and surpass their competition.

What the Project Involves:

• You’ll do a periodic review of key competitors’ websites and performance analytics.
• You’ll organize and present information and recommendations to your client.

Learn How to Conduct a Competitive In-Depth Analysis…

Site Content Audits Made Simple: Consult Your Way to Lucrative Web Copywriting Projects

Key Message Copy Platforms

Example: Competitive In-Depth Analysis