Learn to Copywrite

Archive for May, 2010

I am a freelance .net developer, and web designer, although i have significant experience in dealing with .net clients i however am only starting to build professional websites for clients.

I want to ask what precisely the web designer is responsible for doing and what not and should be asked from client.

For eg the written content on the website,
* is it the job of client to provide material to web designer
*or web designer should get raw material from client and write itself
*or simply do the entire copy-writing himself ?

Please help me out, and it would be very helpful if someone can provide clear cut boundary as to what a web designer should be doing and what not.

That’s why called a service, service is there or not there. Copy write is always there. Not selling your braintrust research, or a flower, or some thing else.

I recently started a small online business as a writer/editor, and I have a client overseas who wants me to take over his company’s copywriting duties. I’ve done one project for him and was paid through PayPal, but before we proceed I want to make sure that I’m doing everything legally. What considerations should I keep in mind when doing business with people overseas? Thanks in advance for any advice.

Just keep accurate business records of all of your revenues and expenses, including receipts for all expenses. Use those records to prepare your tax returns.

This is self-employment income and is documented on Form 1040, Schedule C. If the net profit is greater than $400, you’ll attach Schedule SE to calculate the self-employment tax.

About the only difference when dealing with overseas clientele is that you won’t receive a Form 1099-MISC documenting the income. The law requires you to use your business records to prepare your tax returns anyway, so not having those in hand does not change anything.

And more specifically, where do all positions the creative ad departments start and move up to, what positions are in charge of this that and the other etc. Because it seems like the degrees for copywriter art director creative director, graphic designer etc. are all different, yet these positions seem somewhat interconnected if not interchangeable. (Forgive my ignorance I’m just learning the basics of the ad business and trying to make some decisions at the same time)

Kieffer,

The copywriter can naturally climb the corporate ladder within the organization of the ad agency as described below—to the extent that the person doesn’t reach a level of incompetency (see Peter Principle in the source section below).

So how an ad agency is organized?

From top to bottom, here is the organization chart of the Creative Department (as you go down the hierarchy, branches are multiplying):

—Strategy Review Board (SRB)
—Executive Creative Director (ECD)
—Creative Director (CD)
—Associate Creative Director (ACD)

Then there are Creative Teams under the ACD’s or CD’s responsibility:

—Copy Supervisors
—Copywriters
and
—Art Supervisors
—Art Directors (graphic designers)

Then there are Production Teams:

—Online Media (web)
—Offline Media (print, Broadcasting)

So a Copywriter can become a Copy Supervisor, then be responsible of the whole creative team as an Associate Creative Director, and so on.

Note: In online marketing (i.e., Search Engine Marketing), the copywriter is working for the Interactive Marketing Director and can work for landing pages, web sites, marketing collaterals, etc.

—Pascal

The opt-in page is a critical leverage point in online lead generation. Here are 10 tips for increasing its conversion rate…

Technical & Design Considerations:

1. An opt-in page, or “squeeze page”, has but one goal: to collect contact information. That said, there should be no other option but to fill out the form. No menu bar… no external links… nothing to distract your visitor from taking the desired action. This is proven to increase response.

2. As a general rule, the more information you ask for, the lower your response will be. For first contact, settle for the name and email address. Asking for the phone number will kill your response. It’s too soon to ask for it. Once you’ve built the relationship, you can always step up the involvement by offering another enticement for more of their contact information.

3. Be sure the opt-in form is “above the fold” so visitors don’t have to scroll down to see it. This is proven to increase conversions. If the copy is long, include another form at the bottom of the page.

4. Your opt-in page should be on its own domain such as www.AutomatedLeadsOnline.com. This makes it much easier to market and promote your opt-in page using offline methods.

copywriting Considerations:

5. Here’s a quick headline test: Your headline should speak to your target prospect, communicate a unique benefit, contain a certain amount of curiosity, use specific (non vague) language, and make an emotional appeal.

6. People are increasingly reluctant to give up their contact information. That means your copy needs to work extra hard to “sell” your free enticement. In fact, opt-in page copy is actually sales copy. Your prospect should desire your information so strongly, he is willing to give up his closely-guarded email address to get his hands on it.

7. Use bullet points to create intrigue and tease curiosity. They should point out what your prospect will discover on the “other side.” Make them as interesting as possible. They should be specific… unique… relevant… and intriguing.

8. Provide a “reason why” you’re offering this information for free. People need a reason for everything. A plausible “reason why” is powerful and persuasive.

9. Include a call to action that tells the reader exactly what you want them to do. Leave nothing to chance. Take advantage of the fact that people respond to direct commands. For example, “To get your hands on this valuable Special Report, simply fill in your name and the best email address to reach you.”

10. Use audio or video to add an extra dimension. This engages your visitors on another level, and gives you more chances to “sell” your prospect on opting-in.

Use these 10 tips as a general guide for creating effective lead-generating opt-in pages. But take don’t take them as gospel. Always test your opt-in page elements to determine the best-performing combination.

Joshua Aaron Stanley
http://www.articlesbase.com/internet-articles/secrets-of-online-lead-generation-10-ways-to-boost-optin-page-conversions-725153.html