For what seems like eons, people have been asking me to write a book on freelancing. From Bob Bly to colleagues to fellow freelancers, I’ve been hounded for years.

And now, I’m finally giving in.

I AM writing a book on freelancing. And it’s going to be big. How to start, build, and run a freelance practice. Soup to nuts.

Here’s the story.

Years ago, even before the Internet was a big deal (we’re talking mid 1990s here), writers would contact me about how to start and build a freelance business. I tried to answer their questions as well as I could, but it became time-consuming to write and send emails every week.

I noticed that a lot of the questions followed a pattern, so I pulled together all those emails, filled in a few details, and created a little 30-page ebook. I just sent it to anyone who contacted me and didn’t charge anything.

To my surprise, people would respond with overwhelming praise for that little ebook. So I started to think about selling it, but I wasn’t sure how at the time and I got busy and had a hundred excuses for not doing anything with it.

It sat in my computer for 15 years or so. Until recently.

Today there is a HUGE market for freelance copywriting information … the Internet is the perfect way to sell it … and I have a book ready to go.

Well, sort of.

Things have changed a little during the last 15 years. And I know a LOT more about freelancing now than I did then. In fact, that’s one reason I set the book aside for so long. I just didn’t feel right about offering advice on freelancing when I was just a few years into it myself.

I’ve always rolled my eyes at people who offer advice for something they’ve been doing for 5 minutes and I didn’t want to be one of those people.

So when I accidentally ran across that book in my computer files, I started reading it and thought, “Hey, this isn’t bad. I should stop keeping this to myself.”

I started expanding those original 30 pages and that little ebook is now growing into a big ebook … from what sort of person you need to be to setting up your office to how to find good clients to the kind of work you should look for (and what kinds of work you should avoid) to how to promote yourself to … well, you get the idea.

I hate to do anything half-assed, so this will take some work. But it’s coming along and I just wanted you to know about it.

If there’s something you’d like to see included, let me know. What do you find most difficult about freelance copywriting? What secrets have you learned? Where are the most lucrative clients? How do you close deals? I’d love to answer your questions or include your thoughts.

Stay tuned to Pro Copy Tips for updates on how the book is coming. I’ll announce publication here first. I suggest that you subscribe by RSS or email to make sure you don’t miss anything.

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When I started Pro Copy Tips, I wanted it to be a place where anyone who writes copy could learn how to do it better — whether they’re full-time or part-time, employee or freelancer, entrepreneur or business executive.

It’s also a place where you can learn about starting and running a freelance business from someone who actually makes a living at it.

But as much as I like sharing all these tips with you, I’m just one guy. There are others who do what I do, and they all have a unique set of skills and know-how.

So if you’re an experienced copywriter, I want to share your wisdom here on Pro Copy Tips. Whaddya say?

Just send your ideas via the contact form.

Tips for Blog Post Submissions

Okay, hang on. Before you send anything, let’s set a few simple ground rules.

1. If you’re not a regular reader, become one. Look through the archives. See what I’ve already published. This is a blog about copywriting (advertising, marketing, sales, etc.), not fiction writing.

2. Write posts that are clear and practical. I’m looking for tips, tools, resources, and inspiration to turn ordinary words into extraordinary success. I also welcome posts about freelancing, such as how to handle clients, be more efficient, and grow your business.

3. Don’t submit self-promotion. I’ll just trash it. You can, however, include a short blurb at the end of your post with a link to your site.

4. Get to the point. Sure, you can be humorous, tell stories, and entertain readers, but don’t get carried away. After reading your post, people should think, “That’s helpful. I can use that right now.”

5. Have mercy. Submit your ideas. Give me a link to your own blog so I can check you out. I’ll get back to you ASAP. But I’m really, really busy. So be patient if I don’t respond immediately.

6. Proof your copy. Enough said.

Now that isn’t so bad, is it? Pretty common sense, really.

So send me some ideas. I’m looking forward to sharing your know-how.

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It’s copywriting 101.

Every sales pitch can benefit from one or more testimonials. They provide third-party endorsements, build trust, and, if you have a lot of them, engage the “bandwagon” effect — the more people doing it, the more acceptable it is.

But what happens when you have no testimonials to work with? You just have to write your copy without them. Right?

Wrong. And here’s why.

There’s nothing magic about testimonials. Yes, you read that right. Testimonials are powerful, but they are just one way to accomplish an end. What end? To build trust in a company or product.

As long as you can build trust, that’s all that matters. So if there are other techniques for building trust, you can get by without standard testimonials.

And as it happens, there are plenty of other ways to build trust. Here are a few.

Use indirect testimonials. List businesses using the product. Or list the states or countries in which it is sold, the industries served, the percentage of Fortune 500 companies who use it, or even the types of professionals who trust it.

Show pictures of customers. This is usually better than showing the typical still life of a box or gadget. An action picture can show the product, the kind of people who use it, and the benefits. Seeing is believing.

Share case histories of select customers. Studies show that tangible case histories can be more effective than dry statistics. Describe how someone solved a problem or derived a big benefit. Before and after descriptions work particularly well.

Mention how long the company has been in business. This subtly suggests popularity. Of course, time is relative to the kind of business. If it’s an online company, being in business ten years makes it an old timer. If it’s a brick-and-mortar company, ten years makes it an infant.

Tout the number of sales. It always helps to keep good records. Dig through sales reports and see what figures you can come up with. You might have to estimate, but make it reasonable and believable. And be sure you have data to support your claim.

Highlight the number of customers served. McDonald’s built an empire by displaying on their signs a running count of the number of burgers they sold. If you’ve sold a million units of a product, how can any buyer go wrong?

Warn customers about limited supply due to demand. This shows popularity plus scarcity, another powerful human motivator. However, be careful to use real limits and stick to them. If you cry wolf, people will eventually stop believing you.

Announce the speed of sales due to demand. This combines popularity with urgency. If a widget is the fastest selling, say it. If not, maybe it’s the most consistent seller over a certain time period.

Mention how long the product has been a bestseller. This says popularity, quality, and consistency. This can often be more effective than how long a company has been around.

Cite information on market leadership. Being first or tops in a market is unbeatable as a trust-builder. It must be the leader for a reason, right?

Reveal the seasonal demand of the product. Not only does this show public acceptance, it also overcomes inertia and can encourage early orders. A good example is the rush to buy the latest fad toy during the holidays. Demand means scarcity, and scarcity makes people want it more.

Show celebrities using the product. This invokes the “halo” effect, connecting the good feeling people have for the celebrity to the product. You must have permission from the celebrities, of course.

Display a seal of approval by trusted organization. Years ago, the Good Housekeeping Seal of Approval could instantly boost sales for nearly any product. Today it could be approval by the Better Business Bureau, an environmental group declaring that the product is “green,” or a product selection by Oprah.

Cite favorable reviews. Prominent bloggers, noted gurus, commentators, experts, and others frequently review products. Make sure they know about your product so you’ll have a shot at getting a good review.

Cite mentions in the media. People trust newsworthy products more than products others have never heard of. So when the product is mentioned, you can cite the source for borrowed credibility.

Associate the product with respected publications. “As seen in Wired Magazine.” List the magazines you advertise in to show implied public approval of your product. This can also work for well-known blogs. “As seen on Mashable.”

Associate the product with respected media. It may seem hokey, but “As seen on TV” works. Many stores have entire sections devoted to these products because they’re proven sellers. Television is considered credible. If you appear there, you have instant credibility. List the networks where your advertisements have appeared.

Let me be clear. If you have testimonials, use them. If you don’t, get some.

However, these examples show the importance of understanding why certain copywriting techniques work. When you know only what works, you’re a prisoner of the techniques you know. When you know why they work, you are on your way to becoming a copywriting Jedi Master.

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Well, it’s that time of year when blog authors are doing their round ups of best blog posts, so I guess I’ll join in.

Of course, Pro Copy Tips is not even 4 months old, so this list is a bit on the short side.

How did I decide which posts are the best? Partly by the response they got, partly by personal preference.

My goal is to not waste your time with a lot of fluffery but to provide advice and resources you can really use to improve your copywriting. In the last few months, I think these posts did a good job of that.

AIDA and 14 secret copywriting formulas
117 tested advertising headlines that made money
30 copywriting blogs that are actually worth reading
Cut research time in half with this copywriting checklist
9 copywriting “number tricks” to manipulate readers
7 ways to drive a copywriter stark raving mad
Double your reading speed with this odd little trick
30 sales letter openers to kick start your sales pitch
187 marketing terms every copywriter should know

What do you want to know about copywriting? What problems do you have? What do you wish you could do better?

I don’t promise to have all the answers, but I’ve been around the block a few times. I’m willing to share all my experience with you.

Ask me.

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There are all sorts of things to love about being a copywriter. It’s profitable. It can be low-stress. You have control over your schedule. You will enjoy variety in clients and projects.

But after many years of making a living writing copy, I have experienced a few things that I don’t love. Some are annoying, a few are exasperating, and one or two things have come close to making me snap.

Want to drive a copywriter mad? Here’s how to do it:

Call up a copywriter and, in a sincere voice, ask, “I have a really important project and I need a good copywriter. Can you recommend anyone?” Make sure there’s not even a hint of irony in your voice. If the copywriter reminds you that you’re talking to someone who writes copy, act confused as if that’s irrelevant. “What I’m looking for is, you know, a copywriter.”

Hire a copywriter for a project then proceed to explain how to write copy, because you just read a book about it. In fact, encourage the copywriter to buy the book and come up to speed on everything you know about copywriting and write copy just as the book describes. Because ” … the book is great. Just great. Awesome, in fact. Super awesome.”

Explain to a copywriter that your sales letter isn’t working. You have no clue what you’re doing and you need a professional to completely rewrite the letter. Then hire the copywriter and accept the copy submitted. Now, before you mail the letter, make lots of changes so it sounds more like the first letter, you know, the one that doesn’t work. Mail it. When it flops, call up the copywriter and complain that your results were terrible.

Ask a freelance copywriter to “tweak” an ad. Explain that the ad is lousy and isn’t working at all. But all you need is a “tweak.” Say you want the new ad to be completely different, and by completely different you mean you want the old ad “tweaked.” Don’t say “write a new ad,” or “overhaul the ad,” or even “revise the ad.” Keep using the word “tweak” and suggest that you don’t want to pay much even though you want an all new ad that works. Follow up with an email that uses the word “tweak” at least 3 times just to make sure the idea sinks in.

When you get copy from your copywriter, circulate it to your colleagues. Give them the copywriter’s email address and phone number so they can all independently critique the copy and provide contradictory comments. Make sure at least one of your colleagues thinks he’s a professional copywriter (because he wrote a paragraph for the company website) and will make wild and time-consuming requests like “Can you give me maybe 10 other versions of the headline?” or “How about we try a spin-off of ‘They Laughed When I Sat Down at the Piano’ just to see how it reads?”

Have your designer do a complete layout of a small brochure before thinking about copy. Then give the layout to your copywriter and say, “I just want you to fill in the blanks.” Make it clear that you want the copy to be short but still give details on the 137 products you offer, talk about the corporate mission, explain the year-end sale, and oh yeah, mention the new addition to the warehouse because that’s cool. “But again, keep the copy short. A couple or three paragraphs max. We don’t want to overload people with information.”

Lay down rigid rules for how your copywriter must work. Ask for at least 5 headlines then choose the worst one. Don’t let the copywriter change a word from this point forward. Then ask for subheads and lock them in. No changes. Then ask for body copy. Complain a little that the headline and subheads aren’t working well with the copy, but again, no changes. At the end of the project, tell the copywriter you really wish the project would have gone more smoothly and you think the copy could have been a little more polished.

99 percent of my clients are smart, flexible, and easy to work with. But there’s always that 1 percent who can drive you slowly insane. All these stories are true.

I know I’m not alone in this. How have people made you crazy during copywriting projects?

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How do you write a company brochure? What makes for a good testimonial? Which part of a direct mail package should you write first? Where do you find helpful resources online for synonyms and quotations? How do you write faster without delivering lazy copy? Which grammar rules do you have to follow and which should you ignore? What do you need to know about design?

Pro Copy Tips is about just these sort of practical questions. My intention is to get right down to the nitty-gritty of writing professional copy. My goal is to make the blog posts clear, direct, instructive, and immediately useful in your day-to-day work.

If you want to know about who I am, just read the About page. Or you can read about my copywriting business or visit my company blog.

That’s it. No more fanfare. Let’s get to work.

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