Become a Copywriting Superhero
– Minus the Spandex

“With great power comes great responsibility.”
– Spider-Man

Ed Gandia did something remarkable.

He replaced one six-figure income with another.

But being the sole breadwinner in his family, Ed couldn’t just quit his six-figure sales job “cold turkey” to become a copywriter. So he started his freelance copywriting career part-time, working mostly in the evenings and on weekends. And after 27 months of moonlighting as a copywriter, Ed was making enough money to quit his job. $163,181 to be exact.

He attributes his success to proper training, hard work and determination, as well as discovering a powerful technique for landing projects … that is, becoming a “hero” to his clients.

Let me explain …

Ed’s a business-to-business (B2B) copywriter. And he couldn’t have picked a better niche.

You see, almost every aspiring copywriter wants to work with the “glamour” clients. The big mailers in niches like alternative health, financial, and self-help. Because of this, the competition in those niches is fierce.

In the B2B market, on the other hand, the work is plentiful … but competent copywriters who can (and want to) handle these lucrative assignments are in short supply. In fact, most businesses in the B2B niche are lucky to have one or two copywriters offer them their services in a single year!

Because there are so few “good” copywriters in B2B, most of the copy and content being published is pretty weak.

That’s why Ed, an AWAI-trained copywriter, easily outshined other freelance B2B writers, and his copy beat his clients’ existing “controls.”

The result?

His clients instantly knew they had a copywriting “superhero” on their hands.

That’s why they happily gave him a steady stream of assignments that allowed Ed to become a bona fide six-figure copywriter in just 27 months – while still working a full-time job!

According to Ed, most of the B2B writing out there isn’t compelling. It’s dry, has no logical argument, has plenty of competing ideas, and can sometimes even be grammatically incorrect.

This means you don’t have to be a Paul Hollingshead or Clayton Makepeace to make a big income. You can be a good, solid copywriter and still earn a living most people would envy.

Plus, if you’re not interested in writing for traditional direct-mail niches such as health and financial, B2B may be a great alternative.

Here’s Ed advice to get you off to a great start:

  1. Start with what you know. For example, if you currently work for a software company, you could start getting involved in their marketing and sales by offering to write some of their sales material. Or, if you worked in a manufacturing company for 11 years, then you should consider targeting other manufacturing companies as your first B2B clients. If you have no experience that you can pull from, then pick either an industry or product type you think you’d be interested in, and start learning everything you can about it.
  2. Get training. If you’re now studying AWAI’s Accelerated Program for Six Figure Copywriting, you’re already more than halfway there. That’s because to succeed as a B2B copywriter, you need to be able to write persuasively, clearly, and know the industry you’re writing for. With these three skills combined, you’ll literally be light years ahead of the competition.
  3. Know what the needs are for businesses in your industry. Every industry within the B2B niche is different. Some industries heavily rely on white papers and case studies. While others may need more sales collateral (brochures, self-mailers, etc.). Educate yourself as to the kinds of projects that are most needed in your industry. The best way to find this out is through talking with people, either at trade association functions, seminars, or through research (seeing the kinds of materials companies in that particular industry are publishing).
  4. Target only companies that earn $5 million per year and above. Most $5 million+ companies have some sort of marketing department in place that understands what a copywriter is and the value he/she can bring to the table. Dealing with companies of this size also means you won’t have to spend a lot of time fighting to get the fees you deserve. One easy way to find these companies in your industry is to simply do a Google search. For example, if you’re in the software industry, you could type in “Top 100 software companies” and go from there.

For Ed, the B2B niche was perfect. It let him become invaluable to his clients quickly and easily. Follow his four tips above, and there’s no reason why you couldn’t become a copywriting “superhero” in your own right (minus the spandex and cape, of course).

The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: December 11, 2008

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