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Successful Online Freelancing - Part 4

August 24, 2008 – 1:15 pm

Where To Look For Customers In Masses

So you have finally decided to take that first big step in your career change towards the world of freelancing, but there is just one hitch – you have no idea where to find your first clients and customers.

A few years ago you would have to act solely by means of local businesses and private residents of your community in hopes that someone, anyone you know could lead you to a potentially high paying client for your freelance work.

Writers always had it easier because there were hundreds of magazines and newspapers who always needed freelancers on a day to day basis – but if you were a web designer or a software programmer, chances are you were out of luck. But that was back before the internet wove its way into homes across the world.

Finding customers for your fresh freelancing operation has never been easier thanks to the internet. People and companies looking for freelancer workers to help them with a project or two are all over the place and can help you get started in the freelance world if you are lucky enough to find a client that will work with you time and time again.

Furthermore, as a freelancer you can also use the internet to your advantage to advertise your services on various forums and other freelance web resources. In these situations, instead of you looking for some prospective clients, they look for you – allowing you to focus on whatever tasks and projects you are currently working on for others.

As an up and coming freelancer, the first thing you must do when looking for clients is to get your name out there. Let people know who you are, what you do, how well you do it, and what you can do for them.

Potential clients love a freelancer who is willing to get the job done right the first time on a timely manner, and if you have no prior experience, you may have trouble getting high paying customers to trust you right off the bat.

However, if you start with a few low paying jobs, you will quickly find that you can advance through the ranks very rapidly and soon be able to net all of the projects that will allow you to keep your freelance business self sufficient.

There is no better way to get off on the right path as a freelancer than to assemble a clear, concise, and focused portfolio of your work.

You can either include this portfolio as an email attachment when you apply for positions offered to you by clients, or if you have some web design skills you can create a personal portfolio website that outlines all of the specific projects that you have worked on over the years for various clients.

Whatever type of portfolio you choose to create, be sure that it is targeted to the audience you are trying to attract, as there is no sense in including work you did as a software programmer if you are looking for work as a freelance photographer for example.

Now, when it comes to finding clients for your freelance business in masses, you need to focus your attention to the various forums and discussion boards that dot the web.

Google is a great way to search for different websites that are specific to your chosen freelance field, and if possible you should avoid posting advertisements for your services in freelance forums that are not frequented by people who are looking for freelancers in your line of work.

Posting out of section makes you look bad and could result in you being banned from various freelancing websites that may have proven helpful to you in the future as your business expands.

Because it is so important for you to find freelance websites that are focused to your particular field of operation, you need to decide on one or two services that you think you can find freelance work in and then go from there.

If you choose one of the popular freelance jobs, such as writer, editor, photographer, web designer, or software programmer then you will have a much easier time finding work online because there are so many different freelance directories available to you.

As any kind of freelancer, one of the best places to start your search for customers from around the world is Craig’s List.

This is your one stop shop that can help you find work in your local metro area as well as in cities and countries from around the world.

Most of the jobs offered at Craig’s List allow you to work at home although you may have to visit the offices of some of the higher paying positions from time to time.

Another amazing resource for freelancers of all kinds is Guru, a website that helps prospective freelancers in all fields find customers from around the world.

It caters mostly to well establish freelance professionals though, so you may want to turn to it later once you have exhausted your other freelancing options.

If you are a freelance writer or editor, there are a couple of excellent freelancing websites for you.

The first is Freelance Writing, a massive database where employers and freelancers can post their information in hopes that they will find a suitable match on a per project basis.

You will mostly find lower paying jobs here, but it is a great start if you are just getting into freelancing or if you are simply looking for a couple of easy part time projects to supplement your current income.

Also, the Writer’s Market is a great place to not only find work but to learn all of the ins and outs of the writing and editing business. You can get in touch with potential clients as well as hone your skills as a writer.

Those involved in the world of design and programming should turn to ScriptLance as their source of well paying jobs in their chosen industry.

As one of the leading websites for those involved in programming and design, this is probably the most likely place that you will find a well paying job in the web and software field. If you are looking for other options, check out the Freelance Job Search, a website that will help you find lesser known, but well paying freelance jobs in the world of web design, graphic design, and programming.

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By Figur8 | Posted in Freelance Work | Comments (0)

Successful Online Freelancing - Part 3

August 23, 2008 – 9:01 am

How to Get Into The Freelancing Business

We have all read an article, seen a photograph, tinkered around with some software, or visited a website that was designed by some type of freelancer.

Chances are that at some point or another we have all wanted to go out on our own – away from our current jobs – and start a new career path as a freelancer in our field of specialization.

But why don’t we?

What holds so much of us back from going out and doing what it is that we want to do with our lives?

Why do we allow ourselves to be tied to our employer as if some invisible shackles enslave us?

What types of skills do we need in order to finally break free from the nine to five shifts and start out on our own as a freelancer?

You should ask yourself all of these questions before you even think about quitting your current occupation in pursuit of a freelance job.

Each and every year, far too many people believe that they can simply quit their jobs and pursue a career as a freelancer in whatever their specific field may be – and far too many of them fail, only to go crawling back to their previous employer in hopes that he will give the destitute freelancer his former job back.

This unfortunate circumstance happens for one reason and one reason alone – the person who wanted to branch out on his own as a freelancer had no idea what to expect.

People told him that he could be free, have as many days off as he wanted and retain all of the profits from his work.

But nobody ever told him that he may have to work long and hard to meet deadlines, manage his finances himself, and compete with thousands of others for the same clients.

Before you begin any ventures into the world of freelancing, you should know that it is not all fun and games – a lot of serious thought must go into your actions if you are to be successful.

Now that you have thought it over and you are absolutely sure that freelancing is right for you, it is time to set foot into your new career path and start looking for some work.

Whatever you do, do not quit your current job right now, as you will not have a livable source of income for at least a few months while you search for well paying projects.

Quitting your job will come in due time, but only after you have managed to net a few illustrious contracts first.

With your passion and desire in hand, the first step of your new life as a freelancer should be to log onto your computer, pull open your web browser of choice, head over to one of the top three search engines, and look for work.

Use specific keywords that can describe what you want to do with your life and sooner or later you will wind up with a massive database of different websites that cater to the freelance community in your specific field.

After all, if you are a freelance writer why would you look for work at the software programming freelance directories?

Once you have constructed a list of the top websites in your field where you think you will be able to find clients, visit the sites daily (or subscribe to their RSS feeds) to find projects that would not only be interesting to you but will also pay the bills.

Chances are that when you start out down the road of a freelancer in any field you will find that you can only get small time, low pay contracts and projects that really do not require much skill at all.

This is because you are new and relatively unknown to the freelance community.

As time passes though, and you get client after client, more and more people will start to know who you are and the kind of work you will do.

You can then net the higher paying projects that will allow you to really start supplementing your income greatly.

Eventually you may even find that some potential clients may start coming to you with their work, hearing how much you can accomplish or how good you are at meeting deadlines from the people who hired you previously.

Upon becoming a freelancer for the first time, it is also important that you create a mass of different items that can show off the kind of work you do.

Making this portfolio may be one of the most important things you can do if you want to succeed as a freelancer, as it will help you move up in the world of freelance work.

Only include projects that you have all of the rights to, as if someone thinks that you may have stolen pieces of your portfolio from others, the word may get out and you risk not being hired for freelance work by anyone – ever.

Furthermore, only add items to your portfolio that make you look good in whatever particular field you are trying to find freelance work in.

Sure, if you are looking for freelance work as a web designer you could include an article you wrote on chemistry, but why would someone looking for a skilled web designer really care about something you wrote for a chemistry website – unless your client was also hiring you to write his web copy.

Finally, your competition from around the globe will be another major barrier in your pursuit to become a self sufficient freelancer.

People from all walks of life and from just about every country in the world will be competing for the same projects as you, so you had better be prepared to offer something that other people simply cannot compete with.

For example, if you are a freelance writer or editor, the best way to compete is to explain to your clients that you are a native English speaker.

Graphic and web designers as well as software programmers should take plenty of extra college courses to show how well they are educated in their craft.

Finally, no matter field you are freelancing in, you should always take some time as an unpaid worker to create some examples for your portfolio that really highlight your strong points.

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By Figur8 | Posted in Freelance Work | Comments (0)

Successful Online Freelancing - Part 2

August 22, 2008 – 4:06 am

Benefits & Drawbacks

After a long day at the office, you decide to stop by your local Barnes & Noble bookstore to pick up a copy of your favorite magazine.

When you open it up to a story that you find fascinating, you look at the author’s name and see that in his biography it says that he is a professional freelance writer.

Looking at the selected photographs, drawings and diagrams quickly makes you realize that all of the artwork for the story was also done by freelance photographers and graphic designers.

Returning home from the bookstore, you decide to start up your computer and log online to check out the news for the day that you might have missed.

Topping the list on your favorite tech news website is a brand new program that looks like it could be a lot of use to you.

Visiting the software programmer’s website shows that he is also a freelancer – and seems to be doing rather well at his chosen trade.

Realizing that so much is created by freelancers, you decide to dedicate the rest of your evening to researching the freelance databases to see if you have what it takes to join this growing world of self employed individuals.

Before you begin your hunt to be a freelancer though, you need to know the benefits and the drawbacks of working for yourself on a per client basis.

A lot of people will tell you that setting foot outside of the office was the best thing they ever could have done while others will tell you that they could not wait for each of their freelance projects to be over because they simply could not stand the stress of their assignments.

In order to be a successful freelancer you really have to weigh all of the pros and cons and be absolutely sure that the career path is right for you.

So, without further ado, here are some of the most common benefits and drawbacks you will face as a freelancer.

Benefits

The moment you decide to become a freelancer, everyone you talk to will probably tell you how cool it is to be your own boss.

You are in control of your work and nobody else (except for your clients) can tell you what to do. If you don’t want to work on Fridays – you don’t have to.

Take any days off that you want, but make sure that you finish your projects by the deadline. By being your own boss, you really have the freedom to steer your life where you want it to go.

You get to plan your own schedules, choose the projects that you find enjoyable, charge any rate you please, and be almost totally self sufficient – a major bonus of being a freelancer for many people looking to escape the daily grind.

Another of the big benefits you will always hear people talking about when it comes to freelancing is that you can set your own dress code. If you find all of your freelance work online, who is to say that you don’t have to just hang around in your pajamas or underwear all day long?

No sense in getting all dressed up when you can just get out of bed, enjoy a nice cup of hot coffee, watch the news for a few minutes and then plop yourself down at your computer to start your workday.

Freelancing gives you the ability to work in your own style and in total comfort no matter who or what you are doing work for.

By working freelance you can also spend a lot more time with your family and friends.

Because you do not have to go to work on a strict schedule, you can spend time with your children when they get home from school and with your friends and your spouse whenever they have off work.

The flexibility of having a freelance career is second to none and there is practically no other job in the world that gives you both the spare time and the financial freedom to do what you want to do when you want to do it.

Finally, with freelancing you have a near limitless income potential. Because you work for yourself, you get to keep all of what you earn. Not a penny goes to anyone else (aside from the government in the form of taxes).

All of the profits belong to you so you get to spend it how you please. Furthermore, because you work on a per project basis, you can accept as many projects as you want to earn as much money as you see fit.

You are not salaried, so the more work you do, the more you get paid.

Drawbacks

As with anything in the world, there are drawbacks to becoming a freelancer in any field you choose. The predominant drawback is that you are not as financially stable as you are when you are working for someone else.

You have to take care of all of your money management, you have to work on project after project if you want to have enough money to stay financially afloat, and you have to provide for your own healthcare.

These three factors all add up to create a feeling of fiscal insecurity for many people, and because of the major financial risk involved, many people feel that freelancing is not for them.

There is also heavy competition in the world of freelancing. The internet has been both a blessing and a curse to freelancers from around the world.

On one hand it has opened the doors to make the world of freelancing much more accessible to anyone who has ever thought about setting out on their own and becoming their own boss.

On the other hand though, the internet makes it very easy for freelancers to get in touch with potential clients and possibly steal jobs right out from under you.

Because of the heavy competition as a result of the internet, you may have to start out with very low pay for each project you do as a novice freelancer.

When your client list expands however, you will be able to make more in the long term.

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By Figur8 | Posted in Freelance Work | Comments (0)

Successful Online Freelancing - Part 1

August 21, 2008 – 4:01 am

Freelancing – 21st Century Way of Making a Living

When you think of freelancing, what is the first thing that comes to your mind? You probably think of a writer, novelist or journalist right off hand.

That is primarily because for centuries, the only real job you could have as a freelancer had to do with your mastery of the written word.

But we are not still stuck back in the early nineteen hundreds – no we are in the twenty first century, a time that appreciates freelancers in hundreds of different jobs.

Sure, you have probably heard of freelance photographers too, you may have even met one or two in your life, but what about freelance software designers, freelance medical billing specialists, or even freelance scientific researchers?

There are all jobs that have recently begun to see massive growth in their respective fields because more and more people are realizing that they can make far more money working for themselves as freelancers than they ever could solely from working under the wing of their previous employer.

So it sounds pretty good doesn’t it? You work in some field for quite a few years, get a lot of practical experience in your chosen area of employment and then gradually make the switch from working the nine to five to becoming your own boss as a freelancer.

But is it really as easy as it sounds to become a freelancer and actually make a living doing work on a freelance basis?

We have to keep in mind that there are quite a few freelancers out there who are only doing work part time.

Not because they make a ton of money and only have to work a couple of days per week but because they actually have had some trouble finding work in the past and need a much more solid career option in order to make sure that they do not find themselves facing bankruptcy.

However, such a scenario does not have to happen to you if you are willing to do whatever it takes to become a freelancer. Your career switch may not happen overnight – but eventually you will become highly successful at what you do.

It’s a guarantee.

The first step in making that jump from office work to freelance is to decide whether or not you have what it takes to become a freelancer.

We all want to be our own boss, but do we all have the drive and dedication that it takes to be successful without the watchful eye of our supervisors?

Sadly, we don’t.

Therefore, you have to really sit down and think about what makes you so special in the world of freelancers.

Do you have a large enough skill set to make you stand out amongst the hoards of different people all seeking the same work as you?

Do you have the time management skills necessary to run your own freelancing operation and meet all of the deadlines set upon you by your clients?

If you have even the slightest doubt in your mind about freelancing, then maybe there are other career paths that are better for you in the long run.

Now, provided that you are willing to jump in to your freelancing business with both feet, you need to start off on the freelance path slowly before you can really start raking in the cash.

Don’t quit your job just yet! Instead, you need to begin your hunt for freelance work in your area of expertise on the internet and see what you can come up with.

Some skills, such as the ability to write coherently or do software design for clients of all types, are highly marketable and you should really have no difficulty whatsoever finding a goldmine of work.

On the other hand, if you are only able to do tasks that are not as easily marketable on a freelance basis, you will have much more difficulty finding work for your freelance operation.

Currently some of the most popular fields for freelancing include writing, editing, photography, web and graphic design, software design, and architecture or drafting.

Once you have settled on a field that you want to freelance in, you will need to start finding your first clients. Whatever you do, do not start your hunt with any of the clients that you may have dealt with in your current job.

There are all kinds of laws against this practice and it may get you into serious trouble if you are caught.

Instead, turn to your favorite search engine and search for some forums and databases specifically designed for freelancers seeking work in a particular field.

There are tons of different places for you to visit, so within an hour or so you will probably have at least ten or fifteen bookmarks of places online where you can find employment as a freelancer.

When you find you have some free time, all you have to do is search around on each one of these bookmarked websites to find the freelance positions that sound good to you.

When you start out as a freelancer, you will probably have to take a few jobs that do not pay very well at all. That’s fine because these jobs help you build your skill set.

They will help you learn how to more effectively manage your time, speed up your workflow, and even help you get more used to using a computer and the internet to search for answers to any questions that may pop up while you are doing work for your client.

The low paying jobs will probably last for awhile, as until you have assembled a massive list of satisfied clients you will have to primarily compete with all of the other freelancers in your field entirely on how low your rates and fees are.

Eventually though you will graduate into higher and higher paying jobs until you will find that you have practically doubled your current income with income from freelancing.

At this point you should feel confident enough to possibly start thinking about reducing the number of hours you work at your current job to part time status or even quit your job all together and make your fortunes solely through freelancing in your selected field.

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By Figur8 | Posted in Freelance Work | Comments (0)

Internet Entrepreneurship Survival Guide - Part 10

August 20, 2008 – 3:40 am

In Review

Mastering the fundamentals of Social Networking and the Web2.0 philosophy is merely the permission-based art of selling- knowing how to present whatever it is that you’re selling to your visitor in such a manner that she feels you will personally solve her problems or fulfill her dreams.

Anybody can sell anything to anybody and selling on the Web- absolutely no different than selling by mail, in person, or face to face with your prospect…just a more efficient and economical way of making contact:

  • You’ve got to captivate her attention;
  • You’ve got to appeal to her interests;
  • You’ve got to reveal to her how her purchase of your product will benefit her;
  • You’ve got to close the sale by causing her to reach into her purse for her credit card or to write out a check for whatever it is you’re selling.

The first few seconds of the opening encounter with your prospect ultimately affects the success of the presentation and inevitably-whether or not a sale is made. Therefore, it’s absolutely critical that your sales presentation radiates enthusiasm and success!

Once she’s on your Site and is looking at your presentation, you’ve got to make her feel comfortable; be friendly and believable. Stimulate her interest in whatever you’re selling by appealing to one of her primordial wants, needs or problems with a solution.

Don’t waste her time with a long and/or complicated dissertation…

  • Make your sales presentation flow;
  • Anticipate her objections;
  • Logically answer them within your presentation.
  • Explain all of the irresistible benefits gained from ownership of your product or service;
  • Whenever possible, let her see or read of proof or testimonials from people who have already bought from you.

The most important thing you want to do is to create- within your presentation- the fulfillment she’ll have as a result of buying from you….

  • Stimulate her imagination;
  • Explain to her how she can use whatever you’re selling to solve her problems or achieve her dreams;
  • Invite her to attend the theater of her own mind;
  • Cast a word movie that allows her to see herself ultimately gratified and satisfied with your product.
  • Give her a payment button to click on or a simple benefits-packed squeeze page.
  • Make it as simple and as easy as possible for your prospect to buy from you, extend a generous guarantee and – most importantly- STAND BEHIND IT.

The payment button, order agreement or simple coupon should close the sale for you - that is, if your presentation is well-written and highly compelling; she sees what you’re selling as an immediate solution to one of her immediate wants, needs or problems!

Too many sites begin with some sort of blah-blah story about the seller…

“Hello there, I’m writing to you from the beautiful beaches of Waikiki” Or…

“After a hundred years of research I’ve found the fountain of youth”.

Even some such tripe as “dear friend, you may not know me but I’m now a millionaire…” blah biddy blah.

Just ask them if they’d like to _____ …if so, let me explain; if not, then I don’t want to waste your time. Treat your prospects as though their time is more precious than your own!

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By Figur8 | Posted in Internet Enterpreneur | Comments (0)

Internet Entrepreneurship Survival Guide - Part 9

August 19, 2008 – 3:33 am

Personalize and Be Specific

Whenever you sit down to write advertising copy intended to pull the orders -sell the product -you should picture yourself in a one-on-one situation and “talk” to your reader just as if you were sitting across from him at your dining room table.

Be specific and ask him if these are the things that bother him -are these the things he wants -and he’s the one you want to buy the product…the layout you devise for your ad, or the frame you build around it, should also command attention.

Either make it so spectacular that it stands out like lobster at a chili dinner, or so uncommonly simple that it catches the reader’s eye because of its very simplicity [known as a “plain vanilla” Web site].

It’s also important that you don’t get cute with a lot of unrelated graphics and other “eye candy”. Your ad should convey the feeling of excitement and movement, but should not tire the eyes or disrupt the flow of the message you are trying to present.

Any graphics or artwork you use should be relevant to your product, its use and/or the copy you have written about it. Graphics [other than your product photo] should be used modestly- as artistic touches; to create an atmosphere.

Any photos within your ad should compliment the selling of your product, and prove or substantiate specific points in your copy. Once you have your reader’s attention, the only way you are going to keep it, is by quickly and emphatically telling him what your product will do for him.

Your potential buyer doesn’t care in the least how long it’s taken you to produce the product, how long you have been in business, nor how many years you’ve spend learning your craft- save that for your About Me page for those who are interested!

All she really wants to know, is specifically how she is going to benefit form the purchase of your product. Period. Generally, her wants (and perceived needs) will fall into one of the following categories:

  • Better health;
  • More comfort;
  • More money;
  • More leisure time;
  • More popularity;
  • Greater charisma/beauty;
  • Greater success and/or
  • Greater security!

Even though you have your reader’s attention, you must follow through with an enthusiastic enumeration of the benefits you can gain. In essence, you must reiterate the advantages, comfort and happiness she’ll enjoy -as you have implied in your headline.

Mentally picture your prospect -determine his wants and emotional needs -put yourself in his shoes, and ask yourself: If I were reading this ad, what are the things that would appeal to me?

Write your copy to appeal to your reader’s wants, emotional needs and ego cravings!

Remember, it’s not the “safety features” that have sold fine cars for the past 50 years -nor has it been the need of transportation. It has been, and almost certainly always will be the advertising writer’s recognition of people’s wants and emotional/ego needs/cravings.

Visualize your prospect, recognize his wants and satisfy them. Then Stand and Deliver on your promise, with a sweet, unadvertised bonus bundle!

Writing good advertising copy is nothing more or less than knowing “who” your buyers are; recognizing what he wants; and then telling him how your product will fulfill each of those wants.

“I can define copy writing in two words: applied psychology.”

- Alex Mandossian

The “desire” portions of your ad is where you present the facts of your product; create and justify your prospect’s conviction, and cause her to demand “a piece of the action” for herself.

It’s vitally necessary that you present “proven facts” about your product because survey results show that at least 80% of the people reading your ad -especially those reading it for the first time -will tend to question its authenticity.

So, the more facts you can present in the ad, the more credible your offer. People want “logical facts” to justify emotional surges of instant gratification- as reasons/excuses for buying a product.

It’s like the girl who wants to marry the guy her father calls a “no good bum.”

Her heart -her emotions- tell her yes, but she needs to nullify the seed of doubt lingering in her mind- to rationalize her decision to go on with the wedding.

In other words, the “desire” portion of your ad has to build belief and credibility in the mind of your prospect.

It has to assure him of his good judgment in the final decision to buy- furnish evidence of the benefits you have promised- and afford him a “safety net” in case anyone should question his decision to buy.

People tend to believe the things that appeal to their ego, individual desires, fears and other emotions. Once you have established a belief in this manner, logic and reasoning are used to support it. Your reader “wants” to believe your ad if she has read it through this far-

It is up to you to support her initial desire.

Study your product and everything about it- visualize the wants of your prospective buyers- dig up the facts, and you’ll almost always find plenty of facts to support the buyer’s reasons for buying.

Here is where you use results of tests conducted, growing sales figures to prove increasing popularity, and “user” testimonials or endorsements.

“Just exactly what is it for me?!?”

Draw a mental picture for your potential buyer. Let her imagine owning the product. Induce her to visualize all of the benefits you have promised. Give her the keys to seeing herself richer, enjoying luxury, having time to do whatever she would like to do, and with all of her dreams fulfilled.

This can be handled in one or two sentences, or spelled out in a paragraph or more, but it is the absolute ingredient you must include prior to closing the sale. Study all the enticing sales presentations you have ever heard; look at every winning ad; these are the elements that actually make the sales for you.

Remember them, use them, and don’t try to sell anything without them. Lots of ads are beautiful, almost perfectly written, and quite convincing- yet they fail to command action form the reader. If you want the reader to have your product, then tell her so and command that she send her money now.

Unless you enjoy spending money on eBay listings, mildly entertaining your prospects with your beautiful writing skills; always command that she complete the sale now, by taking action now- by ordering, visiting your eBay store or Web site, etc.

Once you have got her on the hook- land her! Don’t let her get away!

Probably, one of the most common and best methods of moving the reader to act now, is written in some form of the following:

  • All of this can be yours!
  • You can start enjoying this new way of life immediately, simply by sending a check for $XX!
  • Don’t put it off, then later wish you had gotten in on the ground floor!
  • Make out that check now, and “be IN on the ground floor!”
  • Act now, and as an “early-bird” buyer, we’ll include a big bonus package -absolutely free, simply for acting immediately!
  • You win all the way!
  • We take all the risk!
  • If you are not satisfied, simply return the product and we will quickly refund your money!
  • Do it now!
  • Get that check on its way to us today, and receive the big bonus package!
  • After next week, we won’t be able to include the bonus as a part of this fantastic deal, so act now!
  • The sooner you act, you more you win!
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By Figur8 | Posted in Internet Enterpreneur | Comments (0)

Internet Entrepreneurship Survival Guide - Part 8

August 18, 2008 – 5:27 pm

Practice

Practice reading and writing the good ads -and rewriting the bad ones to make them better- and keep at it…until the Formula, the Idea, and the feel of this kind of ad writing becomes second nature to you.

This is the ONLY WAY to gain expertise in writing good copy, including classified ads.

Virtually all successful copywriters rate the headline and/or the lead sentence of an ad as the most important part of the ad, and in reality, you should do the same.

After all, when you ad is surrounded by hundreds of other auction ads; what makes you think anyone is going to see your particular ad?

This brings you to…

The Naked Truth

The truth is, they’re not going to see your ad unless you can immediately reach out and grab their attention; entice them to read all of what you have to say.

Your headline has to make it more difficult for your prospect to ignore or pass over, than to stop and read your ad. If you don’t capture the attention of your reader with your headline, anything beyond is useless effort and wasted money.

Successful advertising headlines- are written as promises, either implied or direct.

The former promises to show you how to save money, make money, or attain a desired goal. The latter is a warning against something undesirable.

Example of a Promise: Are You Ready To Become A Millionaire -In Just 18 Months?

Example of a Warning: Do You Make These Mistakes In English?

In both of these examples, I’ve posed a question as the headline. Headlines that ask a question seem to attract the reader’s attention almost as surely as a moth is drawn to a flame.

Once she’s seen the question, she just can’t seem to keep himself from reading into the rest of the ad to find out the answer.

Remember, however, that your first 250 words are going to make or break whether they read on- and usually a lot less than that!

The best headline questions are those that challenge the reader; that involve her self esteem, and do not allow her to dismiss your question with a simple yes or no.

You’ll be the envy of your friends is another kind of “reader appeal” to incorporate into your headline whenever appropriate.

The appeal has to do with basic psychology: everyone wants to be well thought of, and consequently, will read into the body of your ad to find out how she can gain the respect and accolades of her friends.

Wherever and whenever possible, use colloquialisms or words that are not usually found in advertisements. The idea is to shock or shake the reader out of his reverie and cause him to take notice of your ad.

Most of the headlines you see day in and day out, have certain sameness with just the words rearranged.

The reader may see these headlines with his eyes, but his brain fails to focus on any of them because there’s nothing different or out of the ordinary to arrest his attention.

Example of Colloquialism: Do You Experience Severe Brain Farts?

Another attention-grabber kind of headline is the comparative priced magazine headline: Three For Only $3, Regularly $3 Each!

Still another of the tried and proven kind of headlines is the specific question: Do You Suffer From These Symptoms??? And of course, if you offer a strong guarantee, you should say so in your headline: Your Money Refunded, If You Don’t Make $100,00 Your First Year.

How To headlines have a very strong basic appeal, but in some instances, they’re better used as book titles than advertising
headlines.

Who Else Wants In On The Finer Things -which your product or service presumably offers- is another approach with a very strong reader appeal. The psychology here is the need of everyone to belong to a group (read herd mentality)- complete with status and prestige motivations.

Whenever, and as often as you can naturally work it in, you should use the word “you” (and its derivatives) in your headline, and throughout your copy.

After all, your ad should be directed to “one” person, and the person reading your ad wants to feel that you’re talking to her personally, not everyone who lives on her street.

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By Figur8 | Posted in Internet Enterpreneur | Comments (0)

Internet Enterpreneurship Survival Guide - Part 7

August 17, 2008 – 4:45 pm

Honing Your Copy Writing Skills

To start learning how to write good ads, carefully study:

  • High-octane Copy Writers, like Marc Goldman and Alex Mandossian.
  • Issues of The National Enquirer. These are some of the all-time highest paid copy writers, and with good reason- sales of products advertised.

No, I am not suggesting studying articles such as “Jennifer Williams Gets Impregnated By Alien!”. Only the ads.

Analyze each of these ads for the following:

  • How has the writer attracted your attention
  • What about the ads keeps your interest?
  • Are you stimulated to want to know more about the product being advertised?
  • What action must you take? 
  • How strongly are you “turned on” by each of these ads?

Rate these ads on a scale of one to ten, with ten being the best. Now, just for practice- without clipping the ads- do the same thing with ten different ads from a Wards or Penney’s catalog.

In fact, every ad you see form now on, quickly analyze it, and rate it somewhere on your scale.

If you’ll practice this exercise on a regular basis, you’ll soon be able to quickly recognize the “Power Points” of any ad you see, and know within your own mind whether an ad is good, bad or otherwise, and what makes it so.

This will give you the “feel” of the fundamentals and style necessary in writing successful ads.

It takes dedicated and regular practice, but you can do it!

Simply recognize and understand the Master Formula [A.I.D.A.]:

  • Attention!
  • Interest!
  • Desire!
  • Action!
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Internet Enterpreneurship Survival Guide - Part 6

August 16, 2008 – 4:43 pm

Delivery Is Everything

“It doesn’t matter whether your product is information or a flyswatter. If you understand marketing, you can make serious income.”

Robert G. Allan, Author
Multiple Streams of Internet Income

How will your offerings make me look better, feel better? What will my family and friends say? Will this help me enjoy my leisure? Money is forever the great desire.

Saving money and buying at a lower price are sound copy points. But they must be followed through with benefits, reasons, sound facts and lots more benefits.

When designing your copy, stick to the emotionally-gratifying benefits. A potential customer may be sold, but will that person buy?

Getting Your Reader’s Attention

Endorsements and testimonials are effective ways to dramatize facts and back up the benefits of your product, but don’t use ones that look or feel transparent- bad juju.

If you use an endorsement from a famous or popular person, that person should use the product. Any testimonials you use must be true. Always aim for satisfaction. Self-respect, accomplishment and security are human aspects everyone strives for.

Never talk down to the readers as though you know something they don’t or you’re better than they are. To you, the potential customer is POTENTIAL GOLD.

  • You’ve caught the reader’s attention with a catchy headline.
  • You’ve followed through with good copy that demonstrates benefits and appeals to the reader.

Now- before you lose that interest -command an action in their baser interests [greed, sloth, etc...

You can to close the gap between reading your sales copy and acting upon impulse. The purpose of your eBay ad is to make people buy. You have to tighten the desire to buy.

An iron-clad money-back guarantee is the most useful tool in pressing action-
The more generous, the better! It goes for the bottom line: What do I have to lose?

And it affirms the quality of the product. If you are willing to back the claims you make with a full refund, you can get a hook into those borderline buyers.

Absolutely STAND BEHIND your word. Be cheerful and expedient in returning a refund. Let them know that you sincerely appreciate their business and not to hesitate in contacting you, if there is any way you can be of further assistance.

If you give a time limit the product will be offered for sale, or mention a limited supply, or have a reduced price for a certain time, you'll increase the impulse to act.

Again, STAND BEHIND your word; do not make a “time sensitive” or limited quantity offer that- in fact- is not; illegal and unethical- better to be a flaming spammer!

What you're after...

  • Appeal to the reader's urgency; 
  • Make the product totally irresistible to have- now;
  • Extend a generous guarantee;
  • Whole-heartedly stand behind the above!

What is your competition doing? When testing new ads; start with the tried and true. Don't try to be different. It is the sound and worthwhile that brings in the customers- time and time again.

The best way to write your ad is to disregard size at first, writing everything on paper that might attract readers.

Tell it all. Stress the need for what you have to offer, what it will do for readers, how they will benefit, benefit and benefit, what they can expect by using your product, how easy or more pleasant life will be for them...

When you have finished writing, you might have a long paragraph or a dozen pages. Now is the time to think of clarity, not cost. Unlike a 'zine classified, you do not pay by the word.

So you won't have to be nearly as selective in your choice of words in the final ad.

To build sales, this advertising must be seen or heard by potential buyers, and cause them to react to the advertising in some way. The credit for the success, or the blame for the failure of almost all ads, reverts back to the ad itself.

The bottom line in any ad is quite simple: To make the reader buy the product or service.
Any ad that causes the reader to only pause in this thinking, to just admire the product, or to simply believe what's written about the product -is not doing its job completely.

The "ad writer" must know exactly what he wants his reader to do, and any that does not elicit the desired action is an absolute waste of time and money.

Never forget the basic rule of advertising copy writing:

“If the ad is not read, it won't stimulate any sale; if it is not seen, it cannot be read; and if it does not command or grab the attention of the reader, it will not be seen!”

Most successful advertising copywriters know these fundamentals backwards and forwards.

Whether you know them already or you're just now being exposed to them...

Your knowledge and practice of these fundamentals will determine the extent of your success as an advertising copywriter.

All Web copy, sales copy and ads are written according to all the same rules. What is said in a 'zine classified ad must have the same [if not more] impact that’s delivered in a larger, more elaborate type of Web site, in ultra-condensed form.

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By Figur8 | Posted in Internet Enterpreneur | Comments (0)

Internet Enterpreneurship Survival Guide - Part 5

August 15, 2008 – 4:41 pm

Compelling Copy

Thousands of books have been written on the subject and more are being manufactured daily… A subject that most people have a difficult time- at best- to actually sit down and learn just the fundamentals of.

And with good reason…it’s Real Work.

However, you will be simply astounded -if not outright floored- when you pay your Due Diligence and see just how much per hour top Sales Copy writers are thoroughly enjoying-

And they can easily command these prices because the amount of people that actually can write juicy, hypnotic copy are very far and exceptionally few in between…

People like Henry Gold, Brett McFall and Alex Mandossian. Is yours up to snuff?

Remember the Great Internet Marketing Caveat: Your Web, sales, and autoresponder copy.

Why?

There’s a whole lot of it out there that comes across as just plain cheesy. Pay your due diligence and start your own private swap file of both on and off line ads/sales copy that:

  • Totally grabs you, or…
  • Leaves you with the impression that a chimpanzee would most likely have created a better ad or superior sales copy!

The former is to inspire you to write your own compelling sales copy [not to plagiarize, of course]…while the latter is to inspire you to see all advertising in a whole new light…

Whether it be radio, TV, Web, etc.

Specifically- how you would make a bad ad or sales copy compelling; and really compelling sales/JV copy or ads irresistible. Take some time each and every day to gain further mastery in copy writing. In as few as a few short months- even weeks-

You’ll find yourself able to quickly and easily adapt to [and emulate] quite a number of different writing styles and ‘voices’. Furthermore, you will start to naturally pick ads and copy apart and ‘rebuild’ them…almost subconsciously.

When that happens, compelling copy will begin to flow out of you like a refreshing babbling brook!

Just imagine the untold money you’ll save, alone, writing your own copy…and money saved is money earned…not to mention the fact that you’ll be cultivating a high-paying skill in huge demand.

The best part, however, is the fact that you do not have to rely on someone else’s concept of ‘good’ copy- heck, you’ll be quickly designing your own in practically no time!

If the extent of your effort is merely to present your offerings in a bland, uninteresting way-

Then whether or not you actually make the sale depends solely on your price, and the visual information I can glean from the quality of your photos.

If I actually, really want your offering bad enough, I might convince myself to send you an e-mail with a question or two.

However, that detracts from both my precious time and overall eBay experience- unless I want your item THAT bad; which I most seriously doubt- all things being what they are.
Let’s face it- we live very harried lives with a bazillion “taxing” of our extremely limited time and money resources.

If you do not inspire me to keep reading- for my own personal enjoyment- you have a better than a 99% chance of loosing my- and countless other’s- interest and business.

Why? With just eBay, alone, I have millions of consumer choices at my immediate fingertips. And that doesn’t even factor in the other 70+ million Web Sites, my bills, children’s needs, etc., etc.!!!

However, when you inject your personality into your descriptions and storefront, and it’s one I find somewhat intriguing; at very least- you’ll inspire me to read on a little farther.

Maybe put your site in my fav’s, to get back to. Perhaps your Character even persuaded me to make a modest bid! One thing’s for absolute certain, though- you will sell far more, far quicker, by putting some real personality into your copy! Remember…

The globalize attention span is about as long as the average cell phone antenna.

With a little bit of extra time invested- you may very easily find your sales doubling, tripling even quadrupling; far greater than what they would have been…if you would’ve just “let happen as it may”…test, Test, TEST!

The primary way the world will know you is by your copy; convince us you’re worth knowing- because you get one shot- and friends do business with friends, over strangers!

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By Figur8 | Posted in Internet Enterpreneur | Comments (0)