6 Things Every Copywriter Must Know to Make High Profits ... · Five Critical Things Every...
Transcript of 6 Things Every Copywriter Must Know to Make High Profits ... · Five Critical Things Every...
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Five Critical Things Every
Copywriter Must Know to
Make High Profits NOW
By Kelly Robbins, MA
The Copywriting Institute
http://www.TheCopywritingInstitute.com
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Welcome. I’m glad you made it!
You have taken the first step into learning about how you can create more of what you want in life,
particularly when it comes to making money, creating balance and living on purpose. Odds are you are
here because you:
Dream about living your life on your terms
Feel stuck
Want to make more money in your business
Are looking for ways to add or strengthen your skill sets
Want change
Change is good and is a requirement for your growth in creating prosperity and abundance in your life.
And, while not usually easy, the best thing you can do to start creating your life on your terms is to
embrace change. Deciding what you want in life, learning from experienced mentors and coaches, and
then taking the leap into that desired life with concrete faith and determination that you will succeed is
how it’s done.
Whether planning your transition from employee to entrepreneur, looking to jump-start your existing
business to the next level, or adding additional training to your marketing toolbox – you’re in the right
place!
As a single mother of three daughters that has created exactly what I want
in life, I’m a firm believer that anyone can create the life they want. It’s
actually the reason I started The Copywriting Institute in the first place – I
wanted a safe place for people to step into creating their life on their
terms, like I did.
A little bit about me, Kelly Robbins, MA. I started my entrepreneurial
journey back in 2000 when my third daughter was born. I quit my corporate
J-O-B because I was literally sick to my stomach every day not being home
with my kids and struggled to take them to brownies and soccer and cello
lessons. I quit because I wanted to create a specific lifestyle that allowed
me to the involved parent I wanted to be and still, somehow, keep my
identity as a career woman at the same time.
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Once I quit I really didn’t know what to do. I bought a book ‘101 Ways for Mom’s to Make Money at
Home’ or something similar and saw freelance copywriting as one of the options. I thought to myself “I
bet I could do that” – and my freelance copywriting business was born.
As it turns out, freelance copywriting was the first in a series of steps for me on my journey to living my
life my way. I went from being a general copywriter and doing work for anyone I could get to hire me to
specializing in healthcare and targeting hospitals and large physician groups across the US, to adding
training and consulting to the mix of offerings. I then transitioned into working with alternative
healthcare providers such as acupuncturists, chiropractors, massage therapists, energy workers, etc. I
learned how to create products and sell them online as well work with people on business strategy and
planning.
As my business grew I started having aspiring copywriters contact me to learn and mentor with me –
Voila! The Copywriting Institute was conceived in 2005.
Today, The Copywriting Institute helps people just like you Create Your Life on Your Terms. We offer
training and mentoring on marketing and individual copywriting courses to more comprehensive
programs on starting your own freelance copywriting business to private coaching and consulting
programs for those businesses beyond our introductory courses.
I believe we all have a purpose and/or a calling in our life. For many, it starts with taking that first step
into copywriting, for others it’s something else. Sometimes we know what that calling is – other times
we stumble into it (like I did)!
Regardless of where you are at on your journey there Five steps to Creating Your Life on Your Terms.
Let’s take a look at them now:
You move forward creating your business or more money or your lifestyle one
step at a time. To learn more about this five step process watch our founder,
Kelly Robbins, MA discuss this topic more in-depth in our YouTube video here.
https://www.youtube.com/watch?v=Y0t7fTeTmAk
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Five Steps to Creating Your Life on Your Terms…
1. Declare the lifestyle you want to create
2. Answer the questions:
a. How do I help people?
b. What problem do I solve?
3. Know how much money you need to make.
4. Determine where you are at and where you want to go.
5. What is your next step? Hint: This is usually a decision.
If you KNOW you want to learn more about this process of creating your life on your terms, sign up right
now for our no-cost consultation and receive feedback on what YOUR next steps are to creating your life
on your terms (a $199 value).
Be sure to schedule your personal review NOW so you are in Kelly's schedule by clicking here https://calendly.com/kellyrobbins/consult
I also ask you to complete this form and get it back to me before we talk http://www.thecopywritinginstitute.com/downloads/DiscoveryPackage.docx
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The Steps in Your Journey
Copywriting is often a stepping stone to your next adventure
You may be in a place where you know you want to create a specific
lifestyle, yet you aren’t sure exactly what your purpose is or how
you can best help people. If you are in this position the best advice I
can give you is to start moving. Your life and business are built one
step at a time. You might not know what you want to do yet, but
sitting there thinking about it is not going to bring about any
changes.
For many, a freelance copywriting career is the stepping stone to
their true purpose. It may be that you run across a client and you
discover you LOVE their industry and what they do. This is what
happened to me with the healthcare industry. I wrote copy for the
lifestyle of working from home and having a flexible schedule to
raise my kids. I never would have imagined years later I own a coaching and training business and
literally help thousands of people change their lives by starting and growing a business! The bottom line
is you have to start moving to find out what you do and don’t want to create.
Is professional copywriting the first step on your journey?
It’s easier to have a profitable business as a freelance copywriter today than at any time in history. Why?
Because there is more demand for professional writers than ever before, the economy is set up for and
accustomed to contract employees that work from home, you can work from anyplace in the world and
businesses enjoy outsourcing activities such as copywriting to contract employees to save overhead and
expenses.
Freelance copywriters have a truly enviable lifestyle! With the flexibility to work when you want, the
ability to choose clients you desire and pick the types of copy you love to write, it’s hard to go wrong
with professional copywriting if you enjoy writing and marketing. Copywriting is also THE highest paid
niche of all types of writing, on average earning between $50 and $150 an hour depending on the
industry you work in and your level of experience. Freelance copywriting is truly a win-win for both
writers and employers.
What does a copywriter do?
A copywriter writes and creates marketing materials. Copywriters write to sell or persuade their readers
to take an action or change a viewpoint. Copywriters can be expected to write (of course), do research
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over the internet, and interview people over the phone. Freelance copywriters can work for clients that
are all over the globe – no need to worry if you live in a small town or travel frequently, copywriters are
truly mobile as long as you have the right tools and set your business up properly.
Here is the job outlook for writers and editors, straight from the US bureau of labor and statistics:
“Employment of authors, writers, and editors is expected to grow 8 percent, about as fast as the
average for all occupations, from 2008 to 2018…Companies in a wide array of industries are
using newer multimedia technologies and online media to reach a more technology friendly
consumer and meet the growing demand for Web-based information. Online publications and
services are growing in number and sophistication, spurring the demand for authors, writers,
and editors, especially those with Web or multimedia experience. Businesses and organizations
are adding text messaging services to expanded newsletters and Web sites as a way of attracting
new customers.”
There are about 152,000 writers and authors in the US, with about 70% of those freelance writers. With
the rise of social media usage in the past several years professional copywriters are in even more
demand than ever before!
We know there are plentiful opportunities for copywriters, but how hard is it to break into the field? The
great thing about starting a freelance copywriting career is you don’t need any fancy degrees or
credentials.
You need three things to be successful as a professional copywriter.
1. You just need to be able to write
2. Have a good understanding of sales and marketing basics
3. Entrepreneurial skills to run your business.
Take our self-assessment and see where you stand on these three areas now:
http://www.thecopywritinginstitute.com/downloads/DiscoveryPackage.docx
You can schedule time to review this with Kelly here:
https://calendly.com/kellyrobbins/consult
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What types of things do copywriters write and what jobs are available?
Copywriters can work for a business as a salaried employee, as a freelance copywriter (at home or rent
your own office space) or at an advertising agency (which hires both salaried and contract copywriters).
Here is a mere sampling of what freelance copywriters are hired to write today:
Social Media posts
Blogs
White papers
Email Campaigns
Free reports
Books, workbooks, handouts, eBooks
SEO for websites
Sales and Landing pages
Annual Reports
Websites
Brochures
Press Releases
Business plans and Marketing plans
Newsletters
Advertorials
Flyers
E-zines (electronic newsletter)
Facebook, Twitter and LinkedIn posts
Ghost writing
Speeches
Videos and Podcasts
Advertisements
Scripts
Presentations – PPT
Sales letters
Direct Marketing
Post cards/mailings
Radio
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Income opportunities
The sky is truly the limit for making money when you own your business – I deeply believe that. Odds
are you are not going to make millions of dollars your first year copywriting, but it is possible over time if
you choose to consciously expand and grow your business. $30-$40K is a good starting point to aim for
your first year (depending on your time commitment and past experience) with incremental increases
after that.
What many copywriters find is once they get their business going they discover many more
opportunities to help clients that complement writing copy. It’s easy to add marketing consulting to your
mix of offerings as well as create training products or packages you sell online. Do-it-yourself products
for clients in a specific niche that either can’t afford to hire you or want to give it a try themselves is an
easy extension for copywriters too.
Some copywriters add live teaching events and training employees at corporations to write better copy
and make a nice profit from that. Other copywriters add marketing coaching in addition to the writing
they do for their clients. Others just like writing copy and stick with that and make more than enough to
support themselves and a family and live the lifestyle they choose. It’s really up to you. What are you
comfortable doing, how much you want to make, and how do you vision your life in 10 years? How big
do you want to play?
Tools needed to get started
Getting a freelance copywriting business started is relatively easy. You will need a computer with
internet service, a phone line, and Microsoft word or similar software for working with client
documents. That’s really it! Copywriting is a uniquely easy business to start from scratch because there
is almost zero investment and very little risk compared to starting other types of businesses. No
franchise fees, no space to rent, no equipment or product to purchase to get started.
If you have all these tools in place you simply need to go find clients and you are in business!
Three things to look at before taking the big leap into entrepreneurship:
Do I need sales, marketing or copywriting training?
Would guidance from someone who’s done this before help me start attracting clients and
making money faster?
Are you unsure of your next step?
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How to get started
Starting and growing a
business doesn’t have
to be expensive and
mistake-ridden if you
know what you’re doing. While everyone has their own unique journey (particularly when starting
something as personal as your own business) we recommend you generate a clear idea of who you want
to work with and how you can best help them. Our Bite Size Marketing coaching program walks you
through starting and marketing a business step-by-step in manageable chunks. One tip a week for 47
weeks in fact. In addition to the weekly email training, most weeks include a recorded audio training on
the topic too.
5 Steps to Getting Started…..
1. Deciding who you want to work with (a niche) is the first of five steps we recommend when
starting any type of business…
2. The second step is to create a list of clients you would like to work with (a dream client list) and
then identify opportunities to meet with key players at these companies.
3. The third step is creating your marketing materials, systemizing them and having “a process”
clients go through before they work with you. The fact is people will learn about your services
but not have a need to hire you immediately. It’s important you have a way to keep in touch
with them and to keep your name top of mind for when the need arises.
4. The fourth step for new businesses is to bring clients and prospects in the door on an ongoing
basis. We call this feeding the funnel (the marketing funnel). You’ll need to set this up for
yourself - which is a great thing to do because you may find yourself setting these up for your
clients as well. This can include writing articles and press releases and publishing them, speaking
to groups of your target market, establishing an ongoing internet presence, etc.
5. Your fifth step is putting your business systems in place. Invoicing, accounting, assistants,
editors/proofreaders, etc. It’s important these systems are looked at when you start your
business so that when you do become busy you don’t have to waste time scrambling to find a
proof reader or forget to invoice a client because you don’t have a system in place.
The great thing is we walk you through all of five of these steps in our 10K a Month Copywriting
Program, which helps aspiring new copywriters start a freelance business from scratch. The program
includes:
Six one-on-one coaching calls with the company founder and master copywriter Kelly Robbins,
MA
Copy critiques of your own marketing materials - which you create in the course
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Build confidence writing and selling the six most in-demand, high-paying types of copy needed
today.
Six comprehensive writing modules with customized coaching and feedback
Six business-building modules where you create your own freelance copywriting business –
including your website, free report, e-zine, blog, social media presence, etc.
Setting up your business and attracting clients is just one aspect of setting up shop as a business owner.
There is also the fact that you need to be adept at writing copy.
Writing copy
You don’t need to be the best writer in your city to be a professional freelance copywriter – you just
need to be pretty good at it. What I have found more than anything is many good writers I coach ARE
good writers but they lack confidence in their skills. Also they are inexperienced. It’s not that most of us
can’t write a brochure from scratch, we just haven’t done it before. Once you’ve got one under your belt
your confidence sky rockets and you feel much more confident to say “yes, I can help you with that”
when a client asks.
This is why we created Copywriting training individual copywriting courses. To give marketers
experience writing different types of copy in a safe learning environment.
What happens to some of us is we get busy and focused on putting our business together and attracting
clients and bringing prospects into our marketing funnel … and then you get a client! This is a great
thing and you may jump for joy and yell and holler with pure
excitement. You did it!
Then the reality sets in. You need to actually write something for
someone else’s business and you haven’t done that before! This
shifts everything. The 10K a Month Copywriting Program (there are 6
different courses ranging from blogging to writing websites and social
media) is designed to help you become familiar with and have
experience writing a variety of types of copy. We strongly believe
you learn to write by writing, not by reading about how to write.
Our courses consist of short case studies with 20-30 pages of basic explanation of key terms, reasons
why a business may hire a professional copywriter to write for them, and tips/best practices for writing
that particular type of copy. You write it, we give you specific feedback on what you did great, what
could be improved and why. Then you rewrite it. We keep going until you’ve mastered the topic. We
feel it’s important you understand the marketing thought processes that go behind good copywriting so
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we have you answer questions, ask us specific questions (like you would when interviewing a client), and
point out how you can help the client make their sale.
Copywriting requires you to have good writing skills but you also must know some selling skills. This is
what sets us apart from other types of writers. Part of writing copy is understanding the marketing and
sales that is happening both behind the scenes and subtly in the copy itself.
An example is writing for blogs. As a freelance copywriter you may be hired to blog for a financial
planning company. You will need to know how to be educational in your posts so readers are
consistently learning new things while also selling the companies service at the same time. Everything
you write comes back to making a sale (or moving a prospect closer to making a sale) for your client.
Businesses are hiring you to help their sales process. This is one big way copywriters are set apart from
other types of freelance writers such as technical writers, journalists, feature writers, etc. You have to
know your marketing! We master these skills in each of our Copywriting Courses.
Choosing a career as a freelance copywriter is a smart choice for many. It’s not for everyone though.
Like any entrepreneur that works from home you must have self-discipline, be comfortable selling your
services, and be willing to work ON your business as well as IN it. It requires dedication, commitment
and the ability to continually learn and grow both personally and professionally.
The Copywriting Institute is here to help your growth and expansion internally and externally. Contact us
anytime [email protected].
Not sure about your next step? Schedule your no-cost consultation with Kelly now: https://calendly.com/kellyrobbins/consult
Please complete this self-assessment and get it back to us before we talk: http://www.thecopywritinginstitute.com/downloads/DiscoveryPackage.docx
Happy Copywriting!
Kelly Robbins and The Copywriting Institute Team
Visit us at www.TheCopywritingInstitute.com
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Kelly Robbins, MA, is an award winning author, business coach
and speaker and is the founder of
www.KellyRobbinsCoaching.net. Kelly is the author of Trust Your
Next Step: Creating the Confidence to Cut Fresh Tracks, and a
columnist for the American City Business Journals.
Kelly also publishes The Edge, a free e-zine on marketing and
business building tips that ultimately helps you discover the
confidence to cut fresh tracks in your life and business.
Kelly made the tough decision over 15 years ago to quit her corporate J-O-B and begin to create her own
Fresh Tracks by starting a business and working from home. Kelly Robbins Coaching is her fourth
successful business and she now helps others create the same results in their lives.
Kelly believes that by living your divine purpose, approaching life as a fun adventure, and knowing how
to lead the right clients do your door consistently we can all achieve this goal.
Author of Trust Your Next Step: Creating the Confidence to Cut Fresh Tracks, Marketing 101: Why
Successful Alternative Health Practitioners Specialize and the Clients on Purpose training program, Kelly
helps others create the confidence to cut Fresh Tracks. Kelly proudly produces the Fresh Tracks with
Kelly Robbins podcast, which has featured guests such as Bob Burg, Robert Fritz and JV Crum III. Kelly
was also featured in the best-selling book “101 Ways to Improve Your Life”, with authors such as Jack
Canfield (Chicken Soup for the Soul), Dr. John Gray (Men are from Mars, Women are from Venus), and
Richard Carlson (Don’t Sweat the Small Stuff).
A member of the Leadership Team for e-Women Network of Colorado, Kelly also holds a Masters in
Applied Communication with an emphasis in Marketing and Public Relations from the University of
Denver.
Recipient of the “40 under 40” award given annually by the Denver Business Journal, Kelly was
recognized as a leader in the Denver business community for her contributions to business, her
entrepreneurism, and her dedication to the community.
Kelly often speaks and conducts interactive workshops on copywriting, marketing, and business building
techniques across the nation as well as does personal coaching and consulting. Contact us at
mailto:[email protected] or 303-460-0285.
Find out how to expand and grow your business today by scheduling a complementary marketing review (a $299 value) now: https://calendly.com/kellyrobbins/consult
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Get more marketing tips from Kelly Robbins here:
http://www.KellyRobbins.net
www.Facebook.com/KellyRobbinsCoach.com
www.twitter.com/kellyrobbins
www.LinkedIn.com/in/kellyrobbinscoaching
www.FreshTrackswithKellyRobbins.com (Podcast)
http://www.youtube.com/user/CopywritingTraining
http://kellyrobbins.net/blog/