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by Jon Morrow
on
What is copywriting, and how do you use it to make gobs of money?
If you’re asking yourself that question, you’re in the right place.
Since starting Smart Blogger, my copywriting skills have brought in over $15 million (yes, you read that right).
Many consider me one of the world’s best copywriters, and now I’m about to teach you all my tricks.
Everything from helping you understand what copywriting is to how to use your Godlike copywriting skills to get so filthy stinking rich you’re ashamed to tell anyone.
Let’s dive right in!
Most definitions of copywriting are hopelessly stuffy and outdated, so here’s my personal personal take:
Copywriting is using words to grab people’s attention and convince them to do what you say.
Let’s say you are raising money for a dog shelter, and two different copywriters are going to email the donors list.
One copywriter gets $5000 in donations. The other copywriter gets $20,000.
The second copywriter is more effective.
Why? Because the goal was to get more donations, and the second copywriter finagled people into donating more.
It’s not about the beauty of the words. It’s not about creativity. It’s not about which email people liked the best.
Great copy is about talking people into doing stuff using nothing but your words.
To do that, you have to get their attention, build trust, and then give them a “call to action” (copywriting-speak for telling people what to do).
Many times, you are telling them to give you money, but not always. It can be anything that moves the sale forward, including clicking a link, liking a social media post, or opening an email.
Different beasts, same jungle.
They’re often mistaken for twins, but understanding their differences is crucial for crafting effective copy.
Copywriting aims to drive immediate action. It’s the art of crafting:
Think advertisements, sales letters, opt in pages, and email campaigns.
Want clicks? Need sales? Call the copywriter.
Playing the long game? Enter content writing.
It’s all about:
Ever read a blog post about meditation benefits? Or an in-depth guide on investing? That’s content writing at work. It educates, informs, and engages without the hard sell.
Here’s the truth: you need both.
Copywriting gets quick results. Content writing builds lasting relationships. They’re tools in your toolbox, each with its own strengths.
These days, writers are expected to specialize in one been at least basic skills with the other. If you don’t have both in your writing portfolio, you will notice it’s noticeably harder to get freelance work.
Small business clients might depend on you to do both, where large businesses will want you to collaborate.
Let’s look at Airbnb’s marketing efforts. They need to attract both travelers and property owners, requiring a mix of immediate action and long-term engagement.
Freelance Copywriter Tasks:
Freelance Content Writer Responsibilities:
Notice the synergy?
The copywriter grabs attention and drives immediate action. The content writer builds brand authority and keeps users engaged long-term.
It’s a powerful combination. A potential host clicks an ad because of punchy copy, but it’s the detailed guide that convinces them to list their property.
That’s why many businesses have a team that includes both specialties.
Copywriting comes in many shapes and sizes, each suited to different marketing strategies. Let’s explore some of them…
Over my career, I’ve gotten over 200 million visitors from Google search results.
How? SEO copywriting.
Search Engine Optimization copywriting, leverages keywords — those commonly searched terms that your audience types into search engines — to improve a website’s visibility and ranking.
When done right, SEO copywriting doesn’t just sprinkle keywords here and there like a chef adding spices to a dish. Instead, it masterfully weaves these keywords into engaging, readable content that both human readers and search engines love.
Here’s an example. Let’s say your business sells eco-friendly yoga mats. An SEO copywriter might use keywords like “best eco-friendly yoga mats,” “sustainable yoga gear,” or “green yoga products” in blog posts, product descriptions, and landing page content.
But the magic doesn’t stop at keyword use.
An ace SEO copywriter understands the importance of keyword density — not stuffing too many keywords into the text, which could make it read awkwardly and potentially lead to penalties from search engines.
They also know how to craft a post to meet search intent – a term for the match between what people are searching for and the content they find.
And most of all, they interweave content that provides real value while also paying attention to all of the technical search details.
Remember, the goal of SEO copywriting isn’t just to rank high in search results. It’s also about creating content that offers real value to your audience.
Scrolling through your social feed and stopped by a compelling post? That’s social media copywriting. Social media copywriters are the wizards behind catchy tweets, Facebook posts, Instagram captions, and LinkedIn posts.
Social media copywriting isn’t just about crafting a charming line or two. It requires a deep understanding of each platform’s dynamics, audience preferences, and the art of writing concisely.
Many times, you will also be ghostwriting for a key spokesperson within the company. You’ll need to match their style.
It’s a rapidly expanding field if you can do it well. Here’s an interview I did with Dakota Robertson where he talks about making six figures as a social media copywriter:
The bottom line? if you love social media, this style of copywriting might be for you.
Imagine trying to understand the mechanics of a new gadget without a manual.
Nightmare, right? That’s where technical copywriters step in.
They translate complex information into easy-to-understand language, creating user-friendly manuals, digestible white papers, and crystal-clear product descriptions.
Technical copywriting isn’t just about simplification, though; it’s also about precision. A great technical copywriter knows how to strike a balance between maintaining the accuracy of the technical details while keeping the language accessible to the target audience.
Consider the user manual of a new smartphone. The technical copywriter won’t just tell you to “turn the phone on.”
They’ll guide you through every step of the process, explaining where the power button is located, how long to press it, and what to expect once the device powers up. They turn daunting technical complexities into a smooth, user-friendly experience.
The magic of technical copywriting lies in its ability to enhance customer experience, reduce customer support issues, and contribute to the overall image of a brand as user-centric and reliable.
Ever received an email that you just couldn’t ignore? That happens thanks to email copywriting.
Email copywriters specialize in crafting engaging content for newsletters, promotional emails, and more. Their primary goal is to create compelling subject lines and body copy that readers can’t resist opening, reading, and clicking links.
Email copywriting is an art of balance. A superb email copywriter knows how to pique curiosity with an irresistible subject line, maintain interest with concise and engaging content, and persuade with a compelling call to action – all while avoiding sounding too salesy or pushy.
Consider a promotional email for an upcoming sale.
A good email copywriter won’t just announce:
“We’re having a sale.”
Instead, they might say:
Save 80% on our widgets for the next 48 hours!
They’ll craft a story around the sale, evoke the reader’s anticipation, and ultimately, motivate them to click through and shop.
With effective email copywriting, you can foster a deep connection with your audience, boost your email open and click-through rates, and significantly increase conversions. It’s the key to making every email count in your marketing strategy.
Business to business copywriting might be the easiest type of copywriting to start making big bucks.
It’s everything from crafting landing pages for corporate products to writing cold emails to grab the attention of executives who might be customers.
This form of copywriting calls for a distinct voice — one that can speak the language of business, understand industry-specific challenges, and present clear-cut solutions.
Imagine a company selling customer relationship management (CRM) software to other businesses.
First, you might write cold emails to the marketing directors to grab their attention.
When they reply, you might send them to a landing page.
You might urge them to download a white paper.
You might create ads for retargeting them as they browse the web to remind about you.
All of these tasks are done by a B2B copywriter
And the sales are usually high-ticket. Thousands or even tens of thousands of dollars per sale.
This gives businesses large budgets to spend on copywriting.
It is super easy field to get into. Writing good copy doesn’t necessarily require an English degree or being a creative writing savant.
Instead, it hinges on understanding your audience, mastering the art of persuasion, and relentlessly refining your copywriting skills. So, consider the following:
Remember, the key to writing effective copy lies in your understanding of your readers and what drives them.
With these steps in your toolbelt, you’re well on your way to making a mark in the realm of copywriting.
Hiring a copywriter isn’t just about finding someone who can string together beautiful sentences. It’s about bringing on board a strategic thinker, a listener, a word magician who can capture your brand’s essence and project it out to your audience.
Hiring the right copywriter can make a significant difference to your content strategy. They can elevate your content, enhance your brand’s voice, and propel your marketing efforts forward.
Whether it’s crafting compelling ad copy, writing insightful blog posts, or improving your website copywriting, an adept copywriter is a priceless asset to any team.
So, you’ve made it this far.
Bet you’re thinking, “Copywriting sure does pack a punch, doesn’t it?”
And you’re absolutely right.
It’s like holding the keys to a kingdom, your kingdom, where words reign supreme.
But remember, mastering copywriting isn’t about outsmarting your reader; it’s about connecting with them, speaking their language, and sharing a story they can’t resist.
Ready to make waves with your words?
Copywriting
Jon Morrow