For most Direct Response Copywriters Bob Bly needs no introduction. I have his books among my must-read reference tools and several of his practical excellent down to earth reports – many of which I use to build my own business.
I’ve been on Bob’s newsletter mailing list for a couple of years now and invariably he provides refreshingly down to earth, practical information to his readers.
Best of all, I find Bob’s internet marketing approach is completely “sans hype” and sans “BS.”
Bob’s latest email newsletter on December 26th gave me so many “yes!” moments that I immediately emailed him back and asked if I could share it with you on my blog – he said yes. While I already use several of these excellent tips, I found some new ones and some timely reminders.
If you’re a freelance copywriter (or an aspiring freelance copywriter), I hope you find the list as useful as I did.
Here goes.
1- Work with clients whom you genuinely like - or at least have good personal chemistry with.
2-Your freelance copywriting business exists to serve your clients. Without them, you’d starve.
3- If you want to have the final say on your copy without being told what to say and how to write it, market your own line of products, and make yourself your primary copywriting client.
4- Do not promise your copy will generate a specific result. It is unethical and not true: no one can guarantee a particular response rate.
5-Proofread every piece of copy before you send it to the client. I recommending hiring a freelance proof-reader; it is difficult to proof your own copy well.
6 -When can you raise your fees? When you have so much business that you can afford to lose clients who are not willing to pay the higher fees.
7- Use a standard PC with Microsoft Word, PowerPoint,and other standard software packages. Don’t write on oddball word processors, use antiquated software, or send nonstandard file formats that your clients can’t open and read.
8 -Number each page in your copy manuscript, so that if the pages get separated, you can easily put them in order. Also, in a discussion, it lets you and the client reference sections on specific pages.
9- The easiest way to prevent yourself from getting ripped off by deadbeats is to get half your fee in advance before you even start the job.
10- Never work without a written contract that the client has signed off on. Verbal go-aheads are not enough.
11- Trust your instincts. If you have a bad feeling about a client or a project, turn it down. Your gut feelings are right 95% of the time.
12- Be humble, not arrogant. If you are a nice person and your copy doesn’t work, the client will give you another chance. But if you are a jerk and your copy flops, you’re out.
13- Find a peer or someone else whose judgment you trust. Give the headline and lead of every promotion you write (the first page or two will usually suffice) to that outside reader for a second opinion. Never send out copy that at least one person other than you, even your spouse, has read and commented on.
14- Use more charts and graphs in your copy to support your key claims. Even when the reader doesn’t really understand a chart or graph, the fact that there IS a chart or graph helps convince them that what you say must be true.
15- Keep up-to-date in your field - both in marketing as well as the topics (e.g., health, investments) you write about.
16- The only way to become a better writer is to read and to write. Read and write every day. Read magazines, newspapers, and books during your leisure time.
17- Get up early and dive into your toughest copywriting assignment first thing in the morning, without delay. Work until you tire. In the afternoons, you can tackle less demanding tasks like reading background material or answering e-mails.
18-Create a workspace that is comfortable, isolated, and quiet. Barking dogs, ringing door bells, TV in the background, and screaming kids all harm your productivity.
19- Give yourself small rewards throughout the day for accomplishing various work-related tasks; e.g., going out to a coffee shop for lunch instead of eating at your desk.
20- While negotiating the work agreement with your client, ask for at least a week more than you need. As a corollary, never accept jobs that must be started and finished overnight.
21- Don’t take it personally when a client calls and says “I don’t like the copy.” Instead say: “I want to make it as strong as we can. Tell me your thoughts and suggestions.”
22- Should you argue with changes your client suggests if you think they are wrong? Only if you think they will depress response. If the client does not change his mind, acquiesce pleasantly and make the changes. But send a polite e-mail noting your objection and keep a copy in the file.
23- Get adequate rest. If you are not rested after a night’s sleep, start going to bed an hour earlier. You need to be mentally sharp to write copy, and you won’t be if you’re tired.
24 - Read your copy aloud at a normal speaking pace. Doing so will reveal awkward constructions that you would otherwise gloss over when reading copy silently.
25 - Write in a conversational manner, using words that your prospects would use to help create rapport with the people you’re selling to.
Reprinted on Nickyjameson with the kind permission of Bob Bly
Have a copywriting success tip? Share by leaving a comment.
{ 12 comments… read them below or add one }
Thanks for a super great list. I’m stumbling it and bookmarking it now. I like #13 for the peer review idea. I don’t do enough of that and I should.
Thanks for these, again.
this is a great list. this isn’t something i do at the moment but am looking into it. great resource! thanks.
I have to say that number 3 has been the biggest challenge for me. I am a website developer, and have been doing a majority of the writing for them as well. My goal is to always give my clients what they want, and sometimes it is difficult, especially with regards to the written content. This goes hand-in-hand with taking ego out of it. You are there to help your clients bring their vision to life, and their ideas and opinions have to be your guide. It can sometimes be hard, but it is a must in any customer service industry. Thanks for reminding us all of that.
Great post. (Found it via Chris Brogan’s Twitter.)
Yeh, I have worked with copywriters on large projects, and I really should point them to this entry. While copywriters do want to write copy that THEY like, it isn’t about them, but their clients.
The same goes for other types of business (even web development, which is what I do). It’s always about the client. If it isn’t, then you need to find another source of income. lol.
Oh, AND the get up early is crucial. Regardless of the task, you are always at your best in the morning.
(alright, I’m done.)
This list is so much better than the one piece of advice I received 10+ years ago from a seasoned magazine writer and editor:
“Take up smoking. If you don’t smoke, you cannot write.”
Ten years later — I’m still writing. (But I’m not smoking.)
Thanks for the list!
Superb advice from Bob Bly. Learned these things as a young copywriter 25 years ago but can always use a reminder. Thanks for getting Bob’s permission to share them here. (And thanks, Chris Brogan, for directing me here via Twitter.)
I have hired copywriters for a variety of projects while employed at various organizations. As someone who has had positive and negative experiences interacting with copywriters, I want to emphasize that #4 and #12 were HUGE issues on many occassions. Many talented writers were rejected from being retained due to their arrogance and/or overhyped marketing with unrealistic promises. We were NOT impressed and would immediately put them in the “do not ever call again” pile. Attitude is just as important as talent.
@Chris - Thanks for commenting - and for Stumbling and bookmarking too. I really appreciate it. Glad you liked the list. #13 is also something I’ve moved to the top of my list to do more often. It’s easy to get so close to your copy because you’ve written it. It’s amazing how having someone read your copy objectively can make it stronger.
@Mary - Glad you liked it - thanks!
@ Scott - It’s difficult to do design as well as write the copy. What about partnering with a copywriter and outsourcing the writing aspect? Then you can focus on how the how the content, working with the design, all works together in achieving your client’s goals and objectives. Just a thought. It’s a delicate balancing act, which is why I outsource design. I think #21 and #22 are good tips to support. At the end of the day though the only way to have the final say on your copy, as Bob says is if you market your own line of products and you become your own client.
@Shirely - please do point them in this direction
When it comes to writing copy it should always be about helping the client to achieve their goals. I’d go even further and say the Copywriter needs to think of the clients goals as their own goals. That’s the only way for a win-win.
@ Laura @Connie - you’re welcome.
@Pink Heels - Thanks for sharing this. It bears repeating. I think that attitude is even more important than talent and not just in copywriting. If you’re the greatest talent but a pain to work with, or a jerk, your talent is pretty much useless since no-one will work with you as your comment proves. And as for the hype/unrealistic promises? Ditto. Thanks again.
These are very useful! Thanks for reposting them (and to BB for giving permission).
My favorite might be #23, only because no one says it and it’s so important. Trying to write with a clouded, fuzzy mind is asking for mediocrity.
Very interesting list, tnks for the time to write the list.
I like number 13 as well. It’s always good to have things proofread before publishing them. Published mistakes destroy credibility. That said, shouldn’t it read, “Never send out [...]hasn’t read and commented on” or am I misreading it? I’m not trying to be impolite or embarrass anyone, but it seems to me that #13 should follow its own advice. Otherwise, great post, with lots of useful tips.
@HeidelbergChad