Copywriting workshop designed for the Writer's League of Texas. Includes an introduction to copywriting (writing for business), who's hiring, professional qualities, and the most profitable writing projects.

1. Make
Writing
Your
Day Job

2. What We’ll Discuss Today
 What is copywriting?
 Who hires copywriters?
 How can I get them to hire me?
 Business and marketing writing basics
 Writing for the internet (SEO)
 Five most profitable writing projects
 Next steps

3. What
is
?

4. The writing of copy
for business and
marketing materials

5. Websites
CaseStudies
Newsletters
TrainingManuals
BLOGSB u s i n e s s P l a n s
Social MediaArticles ADs S
C
R
I
P
T
S
Product
S h e e t s
Customer
L e t t e r s
White
Papers
EMAILS
Lan d in g Pag es
S
E
O
M E M O S
Procedures
REPORTS Press Releases
Pitches

6. W h o ’ s h i r i n g ?

7. EVERYONE!
Businesses of every size
Governments at every level
Non-profits
Experts
Celebrities
PR & Marketing Firms

8. Ticket to Getting Hired

9. Who is your
target?
• Experience and
education
• Passion and
interests
• Skills and expertise
• Goals

10. Freelance or In-house?
Freelance
 Flexible schedule
 Work wherever
 Set Own hours
× Legal and Admin
× Financial Security
× Major Investment
In-House
 Steady Pay
 Benefits
 Structure
× Demanding
× Corporate Environment
× Competitive

11. Develop Writing Samples

12.  1-3 Blog Posts
 Formal Letter
Other goodies:
 White paper
 Product Sheet
 Tip Sheet
 Home Page
 Press Release
Good
Samples

13. What skills beyond
writing can you build on?

15. Professionalism
 Punctuality
 Meet deadlines
 Meet criteria/expectations
 Communicate
 Dress appropriately
 Be organized
 Honor client/employer confidentiality
 Commitment to learning and growth

16. Put it in
writing!

17.  Define work to be
completed including
number of pages,
interviews, research,
etc
 Define deadlines
 Determine
acceptance criteria
 Define amounts to
be billed and when
Proposals
and
Statements
of Work

18. The Basics of Writing for
Business and Marketing

19. Who is Your Audience?

21.  Respect and carry
through their brand
voice
 Understand and
work with their
limitations
 Follow their
procedures and
guidelines
Know
Your
Client

22. Know the RULES of writing .
. .
So you can know when to
B R E A K t h e m .

23. M a r k e t i n g
Build the customer’s interest by highlighting
benefits (not features)
A
I
D
A
Grab the customer’s attention
Create the desire for the product (solve an
immediate problem, getting left out)
Lead the customer to a specific action (contact
us, buy now, join)

25. Most Recent
Most Relevant
Most Popular
S
E
O
search
engine
optimization

26. Win the SEO game by:
 Posting regularly (most recent)
 Posting things people want with titles that make
sense (How to fry an egg)
 Get people to share it! Social media and links drive
content up the charts.

28. 1. Blogs/Websites
2. Press Releases
3. White Papers
4. Case Studies
5. Proposals
To p 5 I n
D e m a n d
W r i t i n g
P r o j e c t s

29. Freelance Mula Maker
N u m e r o U n o
How-to’s
Reviews
Interviews
General info
Op-ed’s

31.  Home
 About
 Services/Products
 Contact
Additional Pages:
 Encyclopedias
 Staff pages
 Press/News
 Mission/Values
We b s i t e
Company or brand’s
online presence.
Brochure + store front +
sales rep + customer
service

32. P
r
e
s
s
R
e
l
e
a
s
e
s

33. W h i t e P a p e r
Informational booklet or e-book, usually 2-50 pages
long.
 Show off expertise and knowledge on a specific
subject.
 Highlight the benefits of a product or service and how
it works.
 Give value to and educate new and existing customers.
 Release research and analysis.

34. Testimonial
on
Steroids
Highlight a
specific
customer’s
experience with
the product/service
and company.

36. 6 Main Questions in a Case Study
1. Problem: What was the problem?
2. Search: What solutions did they explore?
3. Discovery: How did they come across company/product x?
4. Solution: Why did they choose company/product x?
5. Process: What was their experience like with the company
product?
6. Outcome: What was the outcome?
Bonus: What would you say to someone like you who is looking
for options?

37. Proposals and SOQs

38. Proposals and SOQs
Who is Hiring
 A/E/C=Construction
Industry
 Consultants
 Government
Contractors
What’s in a Proposal
 About the Firm
 Approach
 Project History
 Resumes
 Cover Letters

39.  Know your audience
 Know and respect
your client
 Know the rules of
writing
 AIDA
 Read—edit—read
again—edit—read
out loud--edit

40. Next Steps
Read
Research
Define your target industry/client
Build a portfolio
Network
Professional development never stops!