Entries Tagged 'Copywriting' ↓

Over the last few months, I’ve tweaked this blog a bit and added a few pages.

So I thought it would be good to let you know about them.

1. I removed the “no follow” tags from this blog.

I did this on Fred Black’s recommendation. You can read his post about removing “no follow” tags here: I’ve Removed the No Follow Tag from My Blog — You Should Too!

Basically, what this means is you now have a greater incentive to comment on my blog. Because PageRank will pass to your web site should you include a site when you submit a comment.

2. I’ve added an incentive for subscribing to my blog’s email list.

Earlier this month, I created what I call the “Conversion Booster Check List.” Whenever you write an ad or sales letter, simply use the check list to make sure you haven’t overlooked any obvious ways to boost response.

When you subscribe to my blog email list, you’ll get this check list free. (You’ll also get this check list free if you “Follow Me” on Twitter.)

3. I’ve created a page of Ad Copy Samples.

Every once in a while, a potential client will ask to see some of my copy samples.

In the past, I would dig up past projects, attach them individually to an email, and send them off. This was tedious, so I created the new page.

It doesn’t include entire ads or sales letters (it’s not a swipe file), although it does give you a good idea of my style. The page is located here: Ryan Healy’s Ad Copy Samples

4. I’ve created a “Ryan Recommends” page.

Since I’ve been involved in online marketing for 6+ years, I’ve encountered (and used) a lot of products.

So I’ve built a page that includes some of my favorite products. Some are free, some are paid. Some use my affiliate link, some don’t.

I’ve designed the page with an eye towards making it useful for you. That’s why I’ve written a short blurb about each tool to explain how/why I use it. If you’d like to see what I recommend, go here: Ryan Recommends

(I just added five new tools to my “recommends” page today.)

Enjoy!

-Ryan M. Healy

Popularity: 14% [?]

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A couple days ago, Elana Centor referenced my article “How to Write with Authority.”

Based on the tone of her article, I can’t say she was enthusiastic about my suggestion to not give attribution when it’s not necessary.

Which is why I thought I would clarify that point.

First: I do not suggest or condone plagiarism. It is against the law.

What is plagiarism? It is copying somebody’s words as they wrote them.

The remedy is simple. Write your own words!

Here’s what really irks some people. While you CAN copyright words, you CAN’T copyright ideas (with the exception of some inventions protected by patents). As such, ideas can’t be plagiarized.

At some point in time:

• Somebody had the original idea of making a drip coffee maker. Now there are dozens of different brands and styles.

• Somebody had the original idea of making a gas-powered car. Now there are hundreds of different makes and models.

• Somebody had the original idea of printing books with movable type. Now there are hundreds of book publishers who print millions of books a year.

The point: Once an idea is released into the world, you can’t stop it from propagating. It WILL spread. And as it spreads, the source of the idea will stop receiving credit.

Now, if you’ve come across a new or unique idea, and you want to write about it, should you give credit to the person who introduced the idea to you?

I think so. It’s good manners.

On the other hand, if an idea has become so ordinary as to become common knowledge, you don’t need to give attribution to anybody.

That’s why I used the example of procrastination in my last article. Everybody knows procrastination is a primary reason for not getting things done. Therefore, attribution isn’t necessary.

Likewise, I can say the most important element of a print advertisement is the headline. Do I need to source that? No.

Furthermore, who would I source? I’ve been studying advertising so long, I wouldn’t have a clue who to give credit to.

Imagine how silly it would sound if I wrote, “According to most advertising experts, including Claude Hopkins, Eugene Schwartz, and others, the headline is the most important element of a print advertisement.”

This phrasing gives unnecessary attribution, transfers credibility away from me… and makes me sound like I’m NOT an expert.

So:

• When quoting somebody verbatim, give attribution. (Do NOT plagiarize!)

• When writing about an idea or story that is new to you, give attribution — even though you don’t have to. (This is that “gray area.”)

• When referencing or writing about an idea that is considered common knowledge, DON’T give attribution.

By following these rules, you’ll be following the law and exercising good manners. Plus, your writing will naturally have more authority (always a nice perk).

-Ryan M. Healy

Popularity: 17% [?]

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Why do some blogs get traction while others languish?

And why are some people recognized as experts and others aren’t?

One factor is this: the ability (or inability) to write with authority.

If you’ve ever come across a new blog, you can usually tell within a few seconds whether the person is an expert… or “not quite there yet.”

Without analayzing one blog vs. another, you’d never know what makes the difference. With that in mind, here are a few tips for how to write with authority and project yourself as the expert you are.

Tip #1: Challenge commonly held beliefs in your market.

Every market has its “sacred cows”: beliefs so strong they are considered fact.

Can you challenge these beliefs?

Can you offer a different (better) point of view?

If you can, do it.

Not only will it get people’s attention, it will help to establish your authority.

After all, who challenges the status quo?

Usually, it’s either fools or experts. And as long as you’ve made your case effectively, most people will consider you an expert.

Tip #2: Write about your subject from a different perspective.

With a gazillion blogs out there, you have to find a way to stand out and attract readers. One way to do it is by “seeing different.”

Instead of re-stating the obvious, how can you make a new observation… or cast an old observation in a new mold?

Warning: This will require you to think.

If all you do is think easy thoughts and write easy stuff, you’ll never cultivate the voice of authority. Rather, you’ll cultivate the voice of “everybody else.”

Which is why writing with authority takes effort. And courage. Specifically, the courage to think hard thoughts and write about challenging subjects.

Tip #3: Say something worthwhile. And say it like you mean it.

First of all, you need to say something that your audience finds worth reading.

And second of all, when you make a point, say it like you mean it. Don’t hedge your bets.

If you’re hedging, that implies you’re not fully committed. You’re not really an expert — you’re just trying “expert” on to see how it fits.

Writing with authority requires you to commit. It requires you to take a stand and not back down.

This might make you uncomfortable. That’s okay. Get used to being uncomfortable. It’s good for you.

Tip #4: Don’t give attribution when it’s not necessary.

All that you are and all that you think is a collection of everything you’ve ever heard, read, or experienced.

Which means you could probably attribute every word you write to somebody.

For instance, my views on life go back to a series of teachers starting with my parents.

Do I need to give my parents and all my teachers attribution every time I write about something?

No. I don’t.

That’s why, if you already know something as a fact, avoid giving attribution. To do so steals your authority and transfers it to the person you’re giving attribution to.

Let’s look at a hypothetical example:

“John Doe says procrastination is the single greatest reason why people don’t get things done.”

Clearly, we don’t need to reference John Doe. Simply say, “Procrastination is the single greatest reason why people don’t get things done.”

Much stronger, isn’t it?

Obviously, if you’re quoting somebody verbatim, you need to give attribution. Otherwise, it’s not necessary. And the more attributions you leave out, the more authority your writing will have.

-Ryan M. Healy

Popularity: 31% [?]

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A few months ago, I came up with 12 questions for copywriter Stephen Dean to answer.

Well, “stuff” got in the way. Stephen went on vacation. I got busy with projects. Etc.

The delay actually turned out to be a good thing. Because I asked Stephen to interview me.

You’ll find the questions I asked Stephen, along with his answers, below.

And you’ll find the questions Stephen asked me, along with my responses, on his blog. (See the link at the end of this article.)

1. What do you LOVE about copywriting?

Wow, a lot of things just went through my mind. I’m an information junky, so getting deeply involved in a new topic each time I take on a new topic is fantastic brain food.

When you get a project for Real Estate investing, or stock investing, or natural health and so on… you get paid to sit there and research these things heavily. That’s really fun for me.

Copywriting can also be like putting a puzzle together that doesn’t have a “correct solution.” So it becomes an art and a science. I do love that.

2. What do you HATE about copywriting?

The isolation! I’m often envious of people whose work involves a lot of socializing. Most of the time I’m working it’s just me and the computer.

That said, because of copywriting, I have a lot of time outside of work to see friends.

3. What is the single best investment you’ve made in your copywriting career?

By far, it was hiring Michel Fortin to be my coach. I started writing copy when I was young, so my biggest weakness was experience. Hiring Michel allowed me to zap that problem.

So I highly recommend getting a copywriting coach to anyone just starting out. It’s incredible how helpful it is to have someone with more experience take a look at your work as you go.

4. What’s the biggest MISTAKE you’ve made in your business?

I could mention a lot. Not raising my prices fast enough. Not following up with every client to get real performance numbers for the copy to put on my sales page (still need to be doing that).

But another I’ve noticed lately…

I stayed in the “Make Money Online” niche for far too long. And by “stayed,” I mean that’s pretty much all I wrote for. That was fine when my fees were lower. And there still is a lot of work here…

…but as I raised my rates and was approached by more clients in different niches, the only work I had in my portfolio was for one niche. They doubted I could write in their niche and I lost work because of it.

5. What’s the biggest trend impacting copywriters today?

I think everyone’s paying attention to online video. Are copywriters going to be writing scripts in the future? Will copywriters produce videos?

There aren’t many “video copywriters” out there yet, but this could change soon. I don’t see video completely replacing written copy, but it could become a vital component.

One problem with video is that you can’t skim it. That’s terrible for someone like me who skims sales letters. So I only see it complimenting the sales process.

6. What are some untapped markets or opportunities for freelance copywriters?

For US copywriters I’d guess it’d be UK clients. With the dollar falling at the rate that it is, it seems like clients from the UK keep getting a significant discount courtesy of The Federal Reserve.

7. What’s your #1 tip for finding quality copywriting clients fast?

Do a Google search and check out the sites that are using Adwords. Look for sites that are obviously employing copywriters and get their physical address (usually by looking up their WHOIS information for their domain name). And then start sending them promotional material through postal mail.

It can get more complicated than that. You can see how big their Adwords budget is and if they’re involved in several different markets (which means they’ll probably continue to expand)… but that’s a good start.

This way you’re targeting and choosing clients who have money and experience working with a copywriter.

8. Why do you blog? Is it to attract clients, sell information products, or something else? Explain.

Hmm… Neither, either or both.

To be honest I forget why I started blogging. I’d just come home from Ryan Deiss’ seminar in Dallas so maybe I was encouraged there.

I can tell you why I blog now. The ultimate goal is to establish myself as a copywriting authority and get clients. More and more clients are finding me by searching for copywriters through Google… this would be difficult without a blog.

And since I have several hundred posts, these clients can see that I’ve been around a long time and know what I’m doing. So it helps them to trust me, which is important because sales copy isn’t cheap and they’re going to approach hiring me carefully.

At the same time, having a blog with decent traffic gives you quite a bit of freedom. I could stop writing copy tomorrow and change my focus to selling products.

Because I have a steady flow of traffic I wouldn’t need to start all over again.

9. What’s your #1 tip for instantly boosting conversion rates?

This probably isn’t what you’re looking for. But it’s the first thing that came to mind: Find a higher quality traffic source.

If your copy is converting at 3% from traffic on Adwords, you’re likely to get higher than a 10% conversion from an endorsed mailing. So it’s important to seek out those partnerships when you see that sales are coming in.

10. Is there more money to be made in selling secrets or keeping them? Why?

This is an amazing question because I’ve been thinking about it lately too. James Brausch seems to sell his entire business, doesn’t he?

Is it because he thinks “competition” will help his business or does he think most people won’t act anyway? (Truthfully, I guess that’s not an either/or.)

I definitely have not come to my own conclusion about this. Could KFC sell their secret recipe and stay dominant? They sure don’t think so, check this out off their web site:

“For years, Colonel Harland Sanders carried the secret formula for his Kentucky Fried Chicken in his head and the spice mixture in his car. Today, the recipe is locked away in a safe in Louisville, Kentucky. Only a handful of people know that multi-million dollar recipe, and each is obligated to strict confidentiality by contract.”

In this case, they may be right. Could they continue to get people to pay franchise fees if the secret was spilled? Or keep someone else from offering franchises with the same recipe?

While I’d like to believe in an “open source” business, I’m still not able to get over my instinct that you can make more money by keeping some things secret.

I can guarantee I’ll be pondering this for a long time however.

11. Where do you see yourself two years from today?

Hmm… well I like to shoot big. So in 2 years I see myself leading a team of copywriters putting out 10-20 letters a month… and hopefully most of those will be for my own products/services.

I also hope to be taking a lot more cruises and other various vacations!

12. Where can people learn more about you?

StephensBlog.com is where I discuss copywriting, business and life. I have a free split test software that I give away in exchange for an email address. I read all comments left on my blog.

It’s also where you can find out more about my “Sales Boostin’ Services!”

******

If you liked this interview, or if you’d like to read my responses to Stephen’s questions, go to this link now:

==> 12 Questions with Copywriter Ryan Healy

-Ryan M. Healy

Popularity: 52% [?]

Pssst! Did you know you can get automatic blog updates when you join my email list or subscribe to my RSS feed?

Just a quick message to let you know that John and I are now accepting students into our “Secrets of Freelance Copywriting Success” coaching program.

We’ve already gotten a number of phone calls.

Some folks have already joined — and will get a special bonus session about “How to Get Good at Direct Response Copywriting and Marketing” because they acted fast.

Others have said they would love to be a part of the coaching program, but the price is out of reach.

If you feel this way, simply keep in mind that it will be hard to convince clients to invest money in you if you’re not willing to invest money in yourself.

The folks who actively participate — and implement what we teach — will get results. There’s just no way around it.

To learn more about the program and why you should strongly consider joining, please go here:

==> http://www.copywritingcode.com/lessons/

My Best,

-Ryan M. Healy

P.S. We are limiting the number of students to 48. We may fill all the spots and we may not. Either way, we will stop accepting registrations at 12 noon on Thursday, August 7.

Popularity: 53% [?]

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In the last week or so, I’ve gotten two new testimonials because I took the time and effort to ask.

One is from a client I worked with 18 months ago. He recently contacted me about a potential upcoming project.

The other is from a client I’ve done four projects for since spring of this year — with a fifth one pending.

******

“Ryan epitomizes professionalism and courtesy in addition to delivering some of the best converting copy we have ever used. We used Ryan for the first time almost 2 years ago and his copy and ads are still in use today, a true testament to the quality and conversion rates we continue to experience with his copy.”

Clint Holland, Camden, SC
www.Debt-Free-in-Three.com

******

“We have used Healy Marketing for several direct marketing pieces including email, direct mail and newspaper for our education seminars: National Grants Conferences, The Trump Institute, and Robert Shemin’s Unlimited Riches.  Ryan’s copywriting has provided us successful results on time and on budget. I would highly recommend him for your direct marketing campaigns.”

Sandy Goldman, Boca Raton, FL
Executive Director of Marketing
The Trump Institute

******

Forgive me for a little “shameless self promotion” — I was just super excited about these testimonials.

-Ryan M. Healy

P.S. I noticed a few people clicking through to Clint’s web site. For the record, I didn’t write the sales letter posted there.

Popularity: 57% [?]

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I really thought it would be easier to select a winner. I really did.

But after spending hours (literally) reading and re-reading the entries, I realized just how much thought, emotion, and passion each person put into their entry.

And each time I eliminated one of the entries, it caused me a twinge of pain. I just hated having to delete a good contest entry.

Anyway, there were many excellent entries, but ultimately we had to choose just one.

Wait. Scratch that.

Actually, we decided at the last minute to select TWO people — partially to ease our consciences, and partially to say thank you.

But let me tell you how we made the decision.

First, I took all the entries and put them into a separate text document. It is important for you to know that I stripped out all the names.

I then read every single entry at least two times — some of them more than that.

I began to whittle the entries down during the second reading. Then I deleted more entries during my third reading. Etc.

Finally, I had a list of seven names.

I took my list and then compared it to the list John had created on his own, apart from me.

There were a few names in common.

From there, we simply discussed our reasons for choosing the final two winners.

With that in mind, here are the two people we selected:

1. Nicoline Lentze - Entry #50

2. Sudheendra D. - Entry #60

Both winners have been notified by email that they were selected for free spots in our upcoming coaching program.

If you would like, you can read their contest submissions here.

My Best,

-Ryan M. Healy

P.S. John and I are extremely grateful to each person who took the time to enter the contest. To say thank you, we will be emailing each of you a surprise bonus gift. It should arrive early next week.

Popularity: 63% [?]

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With Terry Dean railing against “hypercopyitis” on his blog, I thought it would be a good time to define what “hype” actually is.

Because lately I’ve noticed consumers of information are very “anti-hype.” I believe this has been caused by market fatigue (too many people making similar outlandish promises), but also because people have told them they should be anti-hype.

The problem: Most people don’t understand what hype really is.

First, it helps to know that hype is simply a slang form of the word “hyperbole.”

Webster’s Unabridged Dictionary defines hyperbole this way: “Exaggeration for effect, not to be taken literally. Example: This story is as old as time.”

Hype is then defined as: “Deception; especially, loud, exaggerated promotion or publicity.”

Here’s my definition of hype:

“Promise without Proof”

By my definition, it’s perfectly okay to be enthusiastic in sales copy or any persuasive medium — so long as there is proof to back up the claims. Without proof, claims are just hype.

But with proof, a claim is justified. It becomes a legitimate promise a potential customer can expect to receive should he or she buy the product or service being advertised.

A bold promise with proof to back it up is a stroke of genius. Especially if it’s a promise everybody else is afraid to make.

This should not be classified as hype, but rather as good advertising.

Some of the symptoms Terry describes in his tongue-in-cheek blog post are, I believe, symptoms of greed. And when a person becomes seized by greed, they are more likely to “try too hard” in their copy. This often manifests as hype.

Unfortunately, many people assume that something is hype just because it has an exclamation point behind it, or it is written in a persuasive manner.

But just as a knife on the dinner table doesn’t indicate meat is being served, neither does an exclamation point at the end of a sentence indicate hype is being served.

The key to remember is this: Hype is deception. It is a promise without proof.

As you read and study sales copy, use this definition as your measuring stick — and be careful of labeling as hype all forms of persuasive communication.

-Ryan M. Healy

P.S. What are your thoughts? How do YOU define hype?

Popularity: 70% [?]

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I’ve got a big announcement today.

That’s because John “Angel” Anghelache and I have created a new contest that gives you the chance to win a free spot in our upcoming “Secrets of Freelance Copywriting Success” Coaching Program, which starts the beginning of August.

If you are serious about becoming a successful, “booked solid” copywriter, then I guarantee you will want to enter this contest.

How can I say that with such confidence?

It’s because entering the contest is quick and easy. Not to mention 100% FREE.

To enter, here’s what you need to do. Simply post a comment below and answer these two questions:

1. WHY do you want to become a successful freelance copywriter (besides the money)? I’m looking for the ultimate reason you got interested in copywriting in the first place. What does all that money get you?

2. HOW will participating in our 6-month Coaching Program help you?

If you can answer these two questions, you have a shot at winning the prize.

What exactly will you win? Simply this…

• FREE entry into the 6-month Freelance Copywriting Coaching Program starting in August 2008 (valued at $???)

Think about this for a minute. If you invest just a few minutes of your time to answer the two questions above, you could potentially walk away with free spot in our program.

If you apply what we teach you, it is entirely possible for you to land five, 10, or even 15 (or more) clients before the program is complete.

If each client paid you $2,500 (extremely conservative), you’d be winning the equivalent of $12,500 to $37,500… and that’s just for the first 6 months!

You’ll be able to continue profiting from the skills we teach you for the rest of your life.

I’d say that’s a fair trade, wouldn’t you?

Here’s what I want you to do now…

Scroll down to the section below that says “Leave a Comment.” Be sure to add your full name and email address so I can contact you in case you win. Answer the two questions. It should take you no more than 5 or 10 minutes. But the pay-off could be huge…

DEADLINE: Saturday, July 19th, at 12 noon Mountain time.

Any entries received after the deadline will NOT be considered.

John and I will choose a winner based on what we feel is the best response to these questions. How we pick the winner is at our sole discretion and whim.

The winner will be chosen and notified Saturday night, July 19th, by 9 p.m. Mountain time.

I’m really excited to kick off our Coaching Program with this contest, and look forward to hearing from everybody.

Be sure to check back Saturday night to see who the winner is.

Alright, then…  on your marks… get set… GO!

-Ryan M. Healy

P.S. If you don’t yet know what we’re including in the Coaching Program, you can listen to our two-part audio series here:

==> Details About the “Secrets of Freelance Copywriting Success” Coaching Program

Popularity: 94% [?]

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John “Angel” Anghelache and I wanted to offer you yet another strategy for generating leads for your copywriting business (or any business for that matter).

Why?

Because after releasing Video #3 and #4, we had some objections. Stuff like, “Well, of course that strategy works for you, but it would never work for me!”

So John whipped up this report in response to those objections. He titled it, “How to Flood Your Business With Even More Copywriting Prospects.”

Now, before you write this headline off as “hype,” I encourage you to read the report. (At 4 pages, it’s a quick read.)

I’m confident that anybody who applies this strategy in the right newspaper or magazine WILL be flooded with prospects.

So… apply this strategy at your own risk, okay?

Here’s the link to grab the report:

==> http://www.copywritingcode.com/lessons/flood.pdf

My Best,

-Ryan M. Healy

P.S. If you think of someone who could benefit from this lead generation strategy, please forward the PDF to him or her. Thanks!

Popularity: 65% [?]

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