1 How to Become a Successful Working Web Copywriter in 2009 Rebecca Matter AWAI Vice President and Director of Online Marketing
2 2009 Web Copywriting Success Writing for the Web vs. Writing Direct Mail Opportunities for Web Copywriters The Easiest Ways to Break In to Web How to Make the Most Money with Web Copy What to Charge Your Clients Additional Services You Can Offer Easiest Mistakes to Make and How to Avoid Them
3 Direct Mail Vs. Web Two fundamental differences With direct mail your prospect is focused. Online your prospect has many distractions. With direct mail your prospect is in isolation. Online your prospect is not alone.
4 Opportunities for Web Copywriters Websites converting web visitors. Pay-Per-Click Campaigns paying for traffic. SEO Copywriting getting free traffic. communicating with buyers & subscribers.
5 Homepage Writing Copy for Websites
6 Writing Copy for Websites Homepage Sales Page
7 Writing Copy for Websites Homepage Sales Page Subscription Page
8 Writing Copy for Websites Homepage Sales Page Subscription Page Information Page
9 Writing Copy for Websites Homepage Sales Page Subscription Page Information Page Landing Page
10 Sample Website Project Write the Wealth Career Information Page for the AWAI Website. What other pages does this page impact? Tip: Write the pages linking to and from.
11 Sample Website Project
12 Sample Website Project
13 Sample Website Project
14 Sample Website Project
15 PPC Campaigns
16 Sample PPC Campaign Create a PPC Campaign to Build Subscriber Base of the Wealthy Web Writer E-Letter E-letter Audience: People looking to make more money from their website or online business.
17 Top 20 Keyphrases internet marketing money online online marketing make money online website traffic website promotion internet marketing advertising make money internet internet marketing business website marketing website advertising earn money online make money on internet online writing make money on the internet increase web traffic web promotion make money online business making money online
18 Pay-Per-Click Ads Convert With Web Copy Free Report: Increasing Conversions Make More Money From Your Web Copy Find the Words that Work Free Report: Optimize Your Homepage Convert Your Web Traffic to Cash! Turn Visitors Into Cash Free Report: Optimize Your Homepage Make Money With Better Web Copy Make More Money Online Free Report: Increase Conversions Learn to Write Great Website Copy
19 Pay-Per-Click Ads
20 Landing Page
21 Thank You Page
22 Thank You
23 Welcome Page
24 PPC Campaign Keyphrases PPC Ads Subscription Page Thank You Page Thank You Welcome Page Additional Opportunity Bonus Reports and Articles
25 SEO Copywriting
26 SEO Copywriting
27 Sample SEO Project
28 Sample SEO Project Optimize the sales page for the following keyphrases: Make a Living as a Writer Become a Published Author
29 Sample SEO Project Original Copy Optimized Copy
30 Types of Projects E-letter: A personal from your client to his readers. Example: Matthew Furey s daily personal . E-zine: Articles and editorial for a online magazine. Example: Early to Rise. Sales Similar to promos, these s close the deal. Example: Resume writing is a second income stream for copywriters. Conversion: s to convert free subscribers to buyers. Example: You ve been reading for free; ready to buy?
31 Types of Projects Refresh: Get people who haven t been reading to read again. Example: Tell us what you think. Auto-Responder: Response after purchase or subscription. Example: Thank you for your recent purchase. Gauntlet: Series of s all with a single purpose. Example: Welcome to AWAI s Copywriting Program. Over the next 30 days, you ll learn about all the resources available to you.
32 The Easiest Ways to Break In Writing for Websites 1. Write a website for yourself. (Show, don t tell) 2. Find the money pages. Ask a potential client: Would it help you if these pages worked harder?
33 The Easiest Ways to Break In Pay-Per-Click Campaigns 1. Research high volume keyphrases 2. Research competition s keyphrases 3. Put together a campaign overview with keyphrases and landing page concepts. Tell a potential client: I have an idea for a PPC campaign that will generate new subscribers for your e-letter. I have an idea for a PPC campaign that will sell more programs for your company.
34 The Easiest Ways to Break In SEO Copywriting 1. Find a business that will let you use their website as a case study. 2. Write copy for a one-time discounted price to show the before and after. 3. Donate your time in exchange for a testimonial and case study. 4. Publish your results and send them to all prospects. Ask your client: Would you like to be in a case study I m writing? I ll drive free traffic to your website, and all you have to do is give me a testimonial about the results.
35 The Easiest Ways to Break In E-Letters 1. Write down what you re interested in. 2. Search Google for companies in that market. 3. Sign up for their e-letter. 4. Read issues and look for areas of improvement. Ask a potential client: Would you like readers to open your s more often? Would you like your readers to buy more?
36 How to Make the Most Money Follow Best Practices Continually consider the value of your time. Promote yourself as a professional. Regularly raise your fees. Work faster and smarter. Never give an hourly rate. Dedicate time every month to marketing. Build single projects into larger ones.
37 What to Charge Your Clients Lots of Variables to Consider Current Self-Marketing Strategy Your Past Experience Project Value to Client Client Size Page Length (when applicable) Time Spent
38 SEO Project Fees Optimizing a Page Adding Keywords to Already Existing Copy Fee: $100 - $400 per page Writing a Small Website Five to Six Pages Nothing Fancy $1,500 - $3,500
39 SEO Project Fees SEO Strategy and Training Keyphrase Research and/or Training How to Research and Optimize Copy Fee: $150-$500/hour Note: This is usually bundled in with the SEO copy, but doesn t have to be.
40 Pay-Per-Click Fees Full PPC Campaign Keyword Research 10 Ads Landing Page Welcome Page s Fee: $1,000 to $2500
41 Pay-Per-Click Fees Single PPC Ads Based on client s keyword research Fee: $25 - $250 per ad Campaign Management Testing Keywords Adjusting Ads/Pages Reporting Fee: 15% of spend OR $500 to $6000 per month
42 Landing Page Fees Landing Pages By Type Information Page: $250 to $750 Homepage: $450 to $4,500 Subscription Page: $450 to $4,500 Sales Page: $450 to $10,000
43 Landing Page Fees Landing Page by Length One page print promotion: $450 - $1000 Two-four pages: $1,200 - $2000 Six to 20 pages: $3,000 - $10,000
44 Fees Standalone Sales Promotion One to four pages of content Fee: $250 to $2000 Newsletter/E-zine Fee: $150 to $750
45 Fees Articles to 1200 words Ranges by complexity of topic and client size $75 to $300 Regular E-letters Ranges by frequency $50 to $200 per (use a monthly rate)
46 Additional Services to Offer Website Planning Services ($750 - $2000) Editorial Strategy ($ $2000) Blogs ($50 - $500 per post) Copy Critique ($200-$1000) Special Reports ($250 - $750) Onsite Training ($3000+) Service Referral (10% - 20% of Fee)
47 Can I Make $10,000 a Month? (Working part time?) YES!
48 Can I Make $10,000 a Month? Sales Page: $2000 Subscription Page: $1500 4X Monthly E-letter: $850 Optimizing 4 Pages: $ Page Website: $2000 PPC Campaign: $ Articles: $600 Sales $750
49 Can I Make $10,000 a Month? Sales Page: 2 Days Subscription Page: 2 Days 4X Monthly E-letter: 2 Days Optimizing 4 Pages: 1 Day 5-Page Website: 2 Days PPC Campaign: 1 Day 3 Articles: 2 Days Sales 1 Day
50 Can I Make $10,000 a Month? 13 Days $10,300 In the Bank 3 Days Left to Spare!
51 Easiest Mistakes and Quick Fixes Mistake #1: Saying Yes to Every Project Fix: Consider the Value of Your Time Mistake #2: Working on Spec Fix: Determine Your Marketing Strategy Mistake #3: Waiting to Jump In Fix: Jump! Your Timing Will Never Be Perfect.
52 Easiest Mistakes and Quick Fixes Mistake #4: Negotiating by Phone Fix: Promise to Give Quote in 24 Hours Mistake #5: Not Keeping Your Skills Fresh Fix: Always Keep Learning Invest In Yourself!
53 Become a Web Copy Specialist In Just Three Days!! Web Writing Pro: Mastering the New Science February 15 18, 2009 Austin, Texas Walk away with web-writing skills 99.9% of today s working copywriters don t have and get an opportunity to land actual paid web-writing jobs from AWAI.
54 Meet Your Intensive Trainers Web Copywriting Expert Nick Usborne SEO Copywriting Pioneer Heather Lloyd- Martin Undisputed Champion Matthew Furey PPC Master Andrew Palmer
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