8 Writing Projects Online
Marketers Need NOW
Have you ever experienced this?
You go online to look for something, say an exotic vacation destination for the summer … Perhaps such as renting a three-bedroom vacation home on a Caribbean Island. Or searching for a cozy apartment up for rent that is within walking distance of the Louvre Museum in Paris.
After checking out several websites that caught your interest, you realize you’re not ready to commit so you postpone your purchase until later.
Shortly after that, you start seeing online ads for resorts, travel companies, and discount airfare.
You start to think those websites are using some form of spyware … After all, how else would they know what you just searched for?
But it has nothing to do with spyware.
It has everything to do with retargeting.
And it all began on March 25, 2010 …
That’s the day Google introduced AdWords retargeting to its growing list of advertising services.
If you’re not familiar, retargeting allows companies advertising with Google to reconnect with potential customers who showed an interest in their products and services but didn’t take any action.
Retargeting and remarketing are two important online marketing tactics with the same goal: to help marketers reach back out to visitors who have shown an interest in their products or services.
The two terms are often used interchangeably but here’s the key difference:
- Remarketing is used to re-engage with customers via email marketing. (For example, sending an email to a prospect who checked out a product on the website … Perhaps even put a product in a shopping cart but abandoned the website without completing the purchase.)
- Retargeting is when online ads are used to try and re-engage the prospective customer. (So, either the prospect checked out a website, or did a Google search for a product or service, but didn’t complete a purchase. Then banner ads for similar items start showing up online to catch their attention.)
Now, here we are nine years later, and almost every company doing business online uses some form of digital follow-up. And those efforts are paying off.
You see, what companies have learned over the past nine years is that when potential customers visit their websites, they don’t make a purchase right away. In fact, according to Retargeter, only 2% of web traffic converts on the first visit.
It takes a few more “pushes” from the company to get a visitor to stop looking around their website and finally make a purchase.
Companies who use some form of retargeting are seeing those efforts pay off. Mabo Media, a European company that specializes in Google ad management, reports that 70% of website visitors who are retargeted are more likely to convert to paid customers. And retargeted customers are three times more likely to click on an ad than people who were unaware of the company’s advertising campaign.
So, why does this matter to you, Dear Copywriter?
It’s simple, really.
Most all of those retargeting and remarketing activities rely heavily on copy. And the demand for writers who can provide the support copy they need for all these efforts is growing.
These supporting projects are called “collateral” copy, and today, every direct-response marketing campaign requires at least eight of them.
If you’re not familiar with the term, “collateral” is the smaller content work — ads, landing page, lift notes, “stick letters” — all the campaign elements online direct-response marketers badly need.
These numerous pieces are all used to support each long-form sales letter. They’re short projects you can turn around quickly.
Today, I’m going to share with you eight of the most pressing copywriting projects marketers need done to keep their businesses thriving. For you as a copywriter, the more you can help write the pieces marketers need, the more money you’re likely to make.
So it only makes sense that you learn how to do these projects because these are the ones marketers need most. (You can find out more about each one here.)
In-Demand Collateral Copy Project #1: Space Ads.
These are the little ads in online e-letters and newsletters. They can turn a percentage of readers into potential new customers. They’re a great way to test new headline ideas, but are also a great training ground for writing Pay-Per-Click ads, website banner ads … even Facebook ads. These types of ads are short, usually around 50-150 words, which means you have to know how to get the reader’s attention with very few words. ($100-$150 for a 50-word ad)
In-Demand Collateral Copy Project #2: Editorial/Content Articles.
A newsletter article is a longer, more research- and proof-intense piece of writing, and “sells” a more sophisticated idea. Newsletters and articles create relationships with readers, and keep them engaged with the long-term goal of converting them to customers. ($150-$800 for an article or blog post)
In-Demand Collateral Copy Project #3: Emails.
Emails are the most effective marketing channel for connecting with prospects and moving them to take a specific action. Emails have a variety of intentions, including one-two page short personal “lift” notes, “Welcome” or “stick” letters which reaffirm a customer’s decision to buy, upsell and downsell emails, and “clicker” emails that offer prospective buyers a second chance. They all need to grab the reader’s attention and build trust and goodwill. This is a must-have copywriting skill. (A series of email lift notes for a marketing effort can pay $1,000 or more, depending on how many you’re asked to write.)
In-Demand Collateral Copy Project #4: Lead Generation Landing Pages.
The landing page is the place all your ads … all your emails lifts … all your social media posts drive your potential buyer. It’s also the place you send the prospect to sign up for a free report or free e-letter. It’s got to be great. In an instant, your prospect must see the immediate benefit of staying on the landing page and settling in to read the sales copy you’ve written for your client. You can’t be a great copywriter without knowing how to write landing pages. ($450-$1,000 or more per page)
In-Demand Collateral Copy Project #5: Sales Funnel Copy.
The sales funnel is a delicate “dance” between engaging your customer or prospect with great, useful information … and moving him to the next action or sale. Part of the funnel includes autoresponders, a series of pre-written emails that automatically continue the dialog with your customer, offering valuable and useful content on subjects you know they’re interested in. They build trust and goodwill, creating a relationship with the prospect so they are more likely to buy more of the goods and services your client offers. This is a must-have copywriting skill. (Funnels with autoresponder series can pay $1,500, $2,000, and much more, depending on complexity and number of pieces. Plus, you can earn even more as the architect of the funnel.)
In-Demand Collateral Copy Project #6: Video Scripts.
Video is exploding right now. Two-to-three minute videos are great for demonstrating how a product works … showcasing user testimonials … building your client’s brand … or offering useful tips and information related to your product’s benefits. Short videos are also highly versatile … Use them on client websites, YouTube, Facebook, and landing pages. ($125-$150 per “script minute”)
In-Demand Collateral Copy Project #7: Search Engine Optimization (SEO).
One of the most valuable services you can offer a client. There’s a massive demand for copywriters with the ability to write web content and content-marketing copy that gets the client organic (aka free) Page One search results on search engines like Google, Yahoo, or Bing. ($700-$1,200 per page)
In-Demand Collateral Copy Project #8: Social Media Posts.
The overreaching goal of social media copy is simple: drive new traffic to current marketing campaigns. But your social media marketing also has to reflect your client’s personality. Social media is ideal for building relationships with prospects and keeping them engaged. Social media can be fun and rewarding. (You might land a $2,000 monthly retainer to take charge of your client’s social media efforts.)
These eight collateral projects are so in-demand right now, you could build your freelance writing business in a very short period of time just by focusing on them as your writing specialty.
But here’s something else to keep in mind …
You don’t have to learn every single one of them at once to get started earning money. You could begin with the ones that best suit your skills or appeal to you the most.
That’s one of the benefits of being a copywriter. You can pick and choose where you want to start from this list of in-demand “collateral” projects. And you can make a great living while you’re learning.
No matter how you tackle this list of “collateral” copy, you’re building a solid skill set of the projects marketers need most right now for their remarketing and retargeting campaigns. (I’d suggest you follow this method for the best chance of success.)
Why not learn the skills to help your clients get the most out of their online marketing efforts … and build a prosperous career for yourself at the same time?
The Professional Writers’ Alliance
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