How to Become a Successful Working Web Copywriter in 2009

Rebecca Matter AWAI Vice President

and Director of Online Marketing

2009 Web Copywriting SuccessWriting for the Web vs. Writing Direct Mail

Opportunities for Web CopywritersThe Easiest Ways to Break In to Web

How to Make the Most Money with Web CopyWhat to Charge Your Clients

Additional Services You Can OfferEasiest Mistakes to Make and How to Avoid Them

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.

Opportunities for Web Copywriters

Websites – converting web visitors.Pay-Per-Click Campaigns – paying for traffic.SEO Copywriting – getting free traffic.Email – communicating with buyers & subscribers.

Writing Copy for Websites

• Homepage

Writing Copy for Websites

• Homepage• Sales Page

Writing Copy for Websites

• Homepage• Sales Page• Subscription Page

Writing Copy for Websites

• Homepage• Sales Page• Subscription Page• Information Page

Writing Copy for Websites

• Homepage• Sales Page• Subscription Page• Information Page• Landing Page

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.

Sample Website Project

Sample Website Project

Sample Website Project

Sample Website Project

PPC Campaigns

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.

Top 20 Keyphrases

internet marketingmoney onlineonline marketingmake money onlinewebsite trafficwebsite promotioninternet marketing advertisingmake money internetinternet marketing business

website marketingwebsite advertisingearn money onlinemake money on internetonline writingmake money on the internetincrease web trafficweb promotionmake money online businessmaking money online

Pay-Per-Click Ads

Convert With Web CopyFree Report: Increasing ConversionsMake More Money From Your Web Copywww.awaionline.com

Turn Visitors Into CashFree Report: Optimize Your HomepageMake Money With Better Web Copywww.awaionline.com

Find the Words that WorkFree Report: Optimize Your HomepageConvert Your Web Traffic to Cash!www.awaionline.com

Make More Money OnlineFree Report: Increase ConversionsLearn to Write Great Website Copywww.awaionline.com

Pay-Per-Click Ads

Landing Page

Thank You Page

Thank You Email

Welcome Page

PPC Campaign

KeyphrasesPPC Ads

Subscription PageThank You PageThank You Email

Welcome PageAdditional Opportunity …Bonus Reports and Articles

SEO Copywriting

SEO Copywriting

Sample SEO Project

Sample SEO Project

Optimize the sales page for the following keyphrases:

Make a Living as a Writer

Become a Published Author

Sample SEO Project

Original Copy Optimized Copy

Types of Email Projects

E-letter: A personal email from your client to his readers.Example: Matthew Furey’s daily personal email.

E-zine: Articles and editorial for a online magazine.Example: Early to Rise.

Sales email: Similar to promos, these emails close the deal. Example: Resume writing is a second income stream for copywriters.

Conversion: Emails to convert free subscribers to buyers.Example: You’ve been reading for free; ready to buy?

Types of Email 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 emails 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.

The Easiest Ways to Break InWriting 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?

The Easiest Ways to Break InPay-Per-Click Campaigns …

1. Research high volume keyphrases2. Research competition’s keyphrases3. 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.”

The Easiest Ways to Break InSEO 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.”

The Easiest Ways to Break InE-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 emails more often?”

“Would you like your readers to buy more?”

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.

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

SEO Project Fees

Optimizing a PageAdding Keywords to Already Existing Copy Fee: $100 - $400 per page

Writing a Small Website Five to Six Pages – Nothing Fancy$1,500 - $3,500

SEO Project Fees

SEO Strategy and TrainingKeyphrase Research and/or Training How to

Research and Optimize CopyFee: $150-$500/hour

Note: This is usually bundled in with the SEO copy, but doesn’t have to be.

Pay-Per-Click Fees

Full PPC Campaign • Keyword Research• 10 Ads• Landing Page• Welcome Page• Emails

Fee: $1,000 to $2500

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

Landing Page Fees

Landing Pages By Type…

Information Page: $250 to $750Homepage: $450 to $4,500Subscription Page: $450 to $4,500Sales Page: $450 to $10,000

Landing Page Fees

Landing Page by Length…

One page print promotion: $450 - $1000Two-four pages: $1,200 - $2000Six to 20 pages: $3,000 - $10,000

Email Fees

Standalone Sales PromotionOne to four pages of content Fee: $250 to $2000

Newsletter/E-zineFee: $150 to $750

Email Fees

Articles - 400 to 1200 wordsRanges by complexity of topic and client size$75 to $300

Regular E-letters Ranges by frequency $50 to $200 per email (use a monthly rate)

Additional Services to Offer

• Website Planning Services ($750 - $2000)• Editorial Strategy ($1000 - $2000)• Blogs ($50 - $500 per post)• Copy Critique ($200-$1000)• Special Reports ($250 - $750)• Onsite Training ($3000+)• Service Referral (10% - 20% of Fee)

Can I Make $10,000 a Month?

(Working part time?)

YES!

Can I Make $10,000 a Month?

Sales Page: $2000Subscription Page: $15004X Monthly E-letter: $850Optimizing 4 Pages: $11005-Page Website: $2000PPC Campaign: $15003 Articles: $600Sales Email: $750

Can I Make $10,000 a Month?

Sales Page: 2 DaysSubscription Page: 2 Days4X Monthly E-letter: 2 DaysOptimizing 4 Pages: 1 Day5-Page Website: 2 DaysPPC Campaign: 1 Day3 Articles: 2 DaysSales Email: 1 Day

Can I Make $10,000 a Month?

13 Days …

$10,300 In the Bank …

3 Days Left to Spare!

Easiest Mistakes and Quick Fixes

Mistake #1: Saying Yes to Every ProjectFix: Consider the Value of Your Time

Mistake #2: Working on SpecFix: Determine Your Marketing Strategy

Mistake #3: Waiting to Jump InFix: Jump! Your Timing Will Never Be Perfect.

Easiest Mistakes and Quick Fixes

Mistake #4: Negotiating by PhoneFix: Promise to Give Quote in 24 Hours

Mistake #5: Not Keeping Your Skills FreshFix: Always Keep Learning – Invest In Yourself!

Become a Web Copy Specialist… In Just Three Days!!

Web Writing Pro: Mastering the New ScienceFebruary 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.

Meet Your Intensive Trainers …

Web Copywriting Expert Nick Usborne

PPC Master Andrew Palmer

SEO Copywriting PioneerHeather Lloyd- Martin

Undisputed Email ChampionMatthew Furey

Questions?