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LinkedInHow do you guarantee something that’s free?
I get a lot of questions from readers of this blog. So I’ve decided to start an occasional feature called “Ask Dean.”
First up, a question from Joseph about guarantees. Specifically, how do you guarantee a free product?
Hi. I just read your article about offering guarantees to allay customers’ doubts about purchasing products. The article was great. However, I have a question: how would this relate to a company that offers their product for free?
I volunteer with a non-profit organization that gives away study Bibles for free. When people order these Bibles, they have certain doubts that have to be answered before they will order the Bible, even though the Bible is free.
Is there any kind of similar “guarantee” that can be offered to people when a product is free?
Thanks for any help.
Joseph
That’s a great question. No one has ever asked me that before.
What is the matrix? The secret tool for focused copywriting
It’s happened to you. It’s happened to me. It’s happened to all of us.
We take on a copywriting assignment, ask for some background information, then squeal in horror when a truck pulls up to the door with 7 tons of brochures, reports, ads, surveys, and other stuff.
Well, here comes Sally Bagshaw to the rescue. This is Sally’s second guest post and it’s simply brilliant. Ignore it at your own peril.
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Warning, this post may contain graphic descriptions of spreadsheets!
There’s a lot of talk about blank pages being a copywriter’s nemesis. Staring at that blinking cursor on your screen, willing yourself to begin writing, wishing that the client had sent more than “make it sizzle.”
It’s the stuff of nightmares, right?
Wrong.
I think having too much information is far harder to manage.
Drowning in background material is overwhelming, time consuming, and if you’re not careful can result in lukewarm copy – no sizzle at all.
SEO copywriting: an interview with Heather Lloyd Martin
Look up the phrase “search engine marketing” in the dictionary and you’ll see a photo of Heather Lloyd Martin.
Okay, not really. But her photo ought to be there since she’s a pioneer in SEO Copywriting.
I asked Heather if she’d share her wisdom with us and was thrilled when she said yes.
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Dean: How long have you been a freelance copywriter? Everyone has a story. What’s yours?
Heather: Once upon a time, back in 1995 or so, I was working at a “real job” and hated it. My dream was to be a writer — and for whatever reason, I wanted to be an online writer (and no, I don’t know why working online seemed so fun to be back then, but it did).
So, I quit my job, bought a new computer, and set up my website. Back in the day, there were a number of us on a discussion forum called Women Talk Business (WTB), and we often worked with and for each other. One thing led to another, and suddenly I was writing SEO content, way back before anyone really paid attention to SEO copywriting.
10 secrets for writing “open me” envelope teaser copy
Write envelope teaser copy? You mean copywriters have to actually write copy for envelopes?
Yes. I know many writers think the envelope is just a container for the earth-shattering letter they’ve written, but the envelope is arguably the most important element in any direct mail package.
Why? Because that’s the first thing people see when they open their mailbox. It’s the copy and appearance of the envelope that determines whether the envelope gets opened or trashed.
In case you missed it, here’s a refresher on the brutal reality of direct mail.
A big chunk of my work is writing direct mail, so I’ve had many years to think about the lowly envelope and the teaser copy that gets printed on it. Here are a few tips.
Direct mail copywriting: an interview with Dean Rieck
I’ve been interviewing fellow copywriters about their writing specialty. Their responses have been so fun, I wanted to get in on the action.
So James at Men With Pens conducted an interview with me about my specialty, direct mail copywriting. Part 1 is below. Part 2 is over at James’ blog.
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James: Everyone wants to hear how we all got started — what was your start in copywriting? How far do you go back?
Dean: I go waaay back to the Stone Age when writers delivered copy by beating on a hollow log. Okay, maybe not that way back. I’ve been writing copy of one kind or another since 1985 when I got my start in radio then moved into a TV producer job.
I’m infamous for a series of Dukes of Hazzard promos (in which I appeared as Luke Duke) with lots of hoots and hollers that, apparently, annoyed the crap out of people but got them to pay attention during commercial breaks.
How to write a powerful, response-boosting guarantee
Every copywriter should know how to write a guarantee. It’s a powerful marketing tool.
A solid guarantee provides tangible proof that a business is reputable and helps lower the perceived risk prospects feel when considering the offer. It boosts response to nearly any sales message.
You can even use a guarantee in fundraising to assure that funds are used as promised. Don’t be afraid of a guarantee — ever. It will almost certainly create more profit than will be lost through the few people who take advantage of it.
Here are the basics of writing a guarantee
If there’s anything like a guarantee template, it’s this:
We provide the finest widgets in the world. If you are not fully satisfied, for any reason, just return your widget within 60 days for a full refund of your purchase price.
You can be more personal. Or stronger. Just keep it short and sweet and readable at a glance.
8 rules for setting your freelance copywriting fees
Setting fees causes most copywriting freelancers to break out in a cold sweat. Besides getting clients, it may be the most stressful thing copywriters have to do.
Ask for too much, and you’ll drive clients away. Ask for too little, and you’ll lose respect and reduce your income. To make matters worse, no two clients are ever the same. Some are willing to pay more, others less.
So what’s a freelance copywriter to do?
Over the years, I’ve struggled with this, made every possible mistake, and discovered these 8 rules for setting professional-level freelance copywriting fees.
1. Don’t underprice yourself. This is probably the most common mistake freelancers make, especially early in their career. There are at least four reasons this happens.
First, fees vary widely from writer to writer. There is no industry “standard.”
Second, most freelancers don’t make their entire fee schedule public. This makes it impossible to separate truth from hype about what copywriters actually charge.
Third, too many writers are brainwashed into thinking that their work has little value.
Fourth, many writers charge ridiculously low fees. This distorts the perception of both clients and writers and can make even moderate fees seem high by comparison.
Yogi Berra’s quirky tips on copywriting
Back in 2007, I wrote a quick little article for Copyblogger about Yogi Berra. It was so successful, Brian Clark asked me to send more articles. I’ve been writing guest posts ever since.
But I figured my readers here would like to see this piece … that and I just don’t have time to write something new today.
Anyway, here it is. If you enjoy it, tweet it.
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Lawrence Peter “Yogi” Berra is a fifteen-time All Star and three-time MVP. He played in 14 World Series games. But what is he famous for? Mixed up quotes.
Someone once asked him what he would do if he found a million dollars. Yogi said, “I’d find the fellow who lost it, and, if he was poor, I’d return it.”
When discussing a Steve McQueen movie, Yogi observed, “He must have made that before he died.”
Commenting on a pair of gloves, he said, “The only reason I need these gloves is ’cause of my hands.”
On the surface, Yogi seems confused. But perhaps he is trying to convey a deeper meaning for those who care to consider his words carefully. In fact, I think Yogi can teach us about the art of copywriting.
Email copywriting: an interview with Ivan Levison
I’ve known Ivan Levison for many years. Ivan is a prime example of how you can carve out a niche for yourself and make a nice living by staying focused on what you do best.
In Ivan’s case, this is writing email for clients large and small. In fact, if you Google “email copywriting,” Ivan is the first result you get.
Recently, I talked to Ivan about his copywriting business. Just like the email he writes for clients, his answers are crisp and to-the-point.
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Dean: How long have you been a freelance copywriter? If you’re like me, you used to send copy to clients by carrier pigeon.
Ivan: I’ve been a freelancer for 31 years. Yes, I used to drive down and see clients and read them my copy then make another trip for the rewrites. The fax and then email changed all that. I’d say these technologies have doubled my income.
