“Advertising is the ability to sense, interpret … to put the very heart throbs of a business into type, paper, and ink. — Leo Burnett

A lot of companies don’t like the idea of having a long sales letter format on their website. This is for two reasons: First, many companies want to model themselves after the large respectable companies with “traditional-looking” websites. Second, most companies are not systematic in the way they create, build, and design their websites. In other words, the content they present is pretty random.

I can see the rationale for the way they feel. A large multi-page website does feel less threatening and more credible to prospects. And it allows the company to communicate many different, often seemingly unrelated ideas under one, central umbrella.

But that doesn’t mean you can’t incorporate many of the direct response techniques we’ve been talking about over the past several weeks. In fact, that’s where the lift-note process we’ve just covered comes in very handy. Just think of all the persuasive possibilities for lift notes that you now know, and consider how any of them would function as a single page on a website.

Some of them you’ve already seen many times online and are therefore quite familiar with — like an FAQ page. But what about a page with a very personal mission — like a note from your company’s owner or spokesperson? That’s a very powerful bonding tool. Or a page where you list your company’s track record and all the amazing things you accomplished or did “first.”

Of course, a lot of it depends on what your product brings to the table. The great thing is, though, that even if you don’t want to follow the typical sales letter approach, you can break up your website into many

“I always wanted a way to make more money, on my own, from anywhere.”

You know what I like about Christina Gillick’s story? It’s that she set her sights on the goal to have a portable income, and slowly but surely, everything fell into place.

Her story is proof that you don’t need all the answers when you first decide to pursue web writing. Being receptive to opportunity is a great key to success that gets little fanfare, but it works — Christina’s story is proof.

I particularly admire the way she’s tailored her niche-focus to an area where she’d be spending money anyway. Brilliant move, since she now gets paid to read the things she would have had to buy otherwise. Talk about double the reward!

I hope you enjoy Christina’s story. If you have any questions or comments for her, please post them below and we’ll make sure she sees them.

To your success,
Mindy

Introducing: Christina Gillick, WWW Member Since 2010

Life Before Web Writing:

Before I learned that I could be a freelance web writer, I liked my job, but I always wanted a way to make more money, on my own, from anywhere.

I spent a lot of time learning about blogging and making money online, but nothing panned out until web writing.

Why Did You Become a Web Writer?

I kind of fell into web writing. I had a job working for an online company, but I wasn’t hired to write. They found out I had been published in a national magazine and asked me if I would be interested in writing for them. The first thing I wrote was their marketing emails.

Then, they asked me to write product descriptions, sales letters, landing pages and more. I learned as I went

Not true.

You need followers, but you don’t need that many to get results.

What’s more important is how you use Twitter.

Here are 5 steps to help you successfully use Twitter to promote your freelance business.

Step 1: Create a Compelling Profile

People look at your profile to discover who you are and why they should follow you.

So you need to make sure it’s compelling. There are three main areas to fill in:

• Your profile picture

  If a picture is worth a thousand words, your profile picture speaks volumes. Select a professional, friendly-looking picture of yourself — not your dog, cat, kids, etc. Upload it to Twitter and you’re set.

• Your bio

  Twitter only allows 160 characters for your bio, so make them count. Think of your bio as your 30-second elevator pitch. Keep it informative and professional. That’s not to say that you shouldn’t let your personality show. By all means, do. But be sure to come across as a professional.

• Your website link

  Twitter provides a place for this in your account settings. Simply go to your profile. Click “Edit Profile” in the upper right-hand corner. You’ll see a field where you can enter your web address.

A compelling profile will help you attract followers, so use these tips to make yours as strong as possible.

Step 2: Follow the Right People

As a freelancer, there are two types of people you should follow: prospects and fellow professionals.

• Prospects

  If you haven’t already, make a list of everyone you would like to do business with — including your dream clients.

  Then, you can find out if they’re on Twitter in two ways.

  One way is to search

You see, I have this notion that someday, I’ll be all caught up with everything and start working ahead. No stressful deadlines. No last-minute-getting-organized. No backburner projects.

When you’re a freelancer, though, that’s not really a practical outlook. Because there will always be rush projects. There will always be new ideas that either have to go on the backburner, or that push other ideas onto the backburner. There will always be the unexpected.

That craziness is part of what attracted me to freelancing.

I’ve had one too many boring desk jobs where I wondered why on earth I was being paid to work full-time to accomplish what I could do in half that.

But freelancing is a little like waiting tables … sometimes things are a little slow, and during those times you lay the groundwork to prepare for when they get busy again. You do things during the slow times that will help you get through the rushes. And the rushes? … Well, there’s a reason they call them that.

There’s something euphoric about taking a situation that looks daunting — if not impossible — and turning it into something manageable that’s successful for your clients and their clients.

You get a sense of your own ability, the depths of your creativity, the potential of your organizational skills.

It’s stressful. But, when you’re done, sometimes there’s just no better feeling on earth.

The thing is, you have to keep a flexible mindset or you’ll go crazy … If you’re not flexible, you spend too much energy wondering how you let your schedule get so nuts, fretting about whether or not you’ll be able to pull it off, worrying about the things you’d like to do but that you don’t have to

To make it big in this industry, you have to learn how to be human over email.

Most web writers pick it up over time … but make mistakes before they figure it out.

To save you the learning curve, consider this your quick guide to better communications and lasting relationships with clients you’ll only ever know virtually.

Tip #1: Be Friendly, Not Formal

Finding your voice over email can be hard when you’re writing to someone you don’t know — especially if it’s a potential client.

That’s why most people choose a very formal tone.

But consider that email is by nature informal (although it’s been replaced by social media as the most informal way to communicate).

When in doubt, be direct and courteous, but save lengthy formalities for communication by snail mail.

Your take-home lesson: Always be polite, not formal. So instead of “To Whom it May Concern,” use the person’s name. Instead of “I would be forever grateful if you’d respond to this request,” say “Please let me know what you think,” or, “I appreciate any feedback you can offer.”

Caution, though. Don’t get too informal. If you’re reaching out to a new client, save the “LOLs” and lower-case-only writing for your good friends.

Tip #2: Put Your Prospect (Client) First

Writing emails to prospective clients should be as directly targeted as the copy you want to write for those clients. In other words, tell the client what’s in it for them — not you. And do it quickly, before they lose interest.

I recently got this:

“Dear Mrs. McHorse,

Allow me to introduce myself. I’ve written for many years and
have won several awards, including X, Y, and Z. I also attended
the most wonderful writing school ever. I’m trying to improve

You bet it can! If it’s done right.

Mari Smith built an incredible freelance business through her use and knowledge of Facebook. You can see her profile here: www.facebook.com/marismith.

You don’t have to reach Mari’s level of dedication. You can get incredible results by using social media on a smaller scale.

I’ll show you how to set up a social media campaign that will help you land clients.

An effective campaign is based on six sequential steps. Follow these steps and you’ll be on your way to social media success for your freelance business.

Step 1: Identify Your Business Goals

Every good marketing plan begins with goals. And, creating a social media plan is no different.

You need to determine what your overall goals are for your freelance business before choosing which social media channels to use.

Don’t skip this important step or your social media efforts will be wasted.

Here are a few examples of possible freelance business goals:

• Reach a broader audience of clients and prospects
• Engage your readers
• Build your brand
• Increase client loyalty and trust
• Build your clientele

A strong social media campaign can help with these goals, as well as any others you may have.

Step 2: Choose Your Social Media Channels

Social media can become time-consuming and ineffective if you’re doing too much.

Avoid this and make your social media campaign stronger by choosing no more than three channels.

Remember, it’s about quality, not quantity.

It’s far better to put your efforts into one or two social media channels, and do them well, than to have so many you can’t keep up.

So, how do you know which channels to choose?

There are a couple of determining

“You can’t ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” — Steve Jobs

Over the past few months, we’ve talked about a lot of techniques you can use in your direct mail promotions. Today I want to focus a little more on how those principles apply to web writing and Internet marketing.

Many of the same techniques you use when writing direct mail also apply to your website copy, product launches, and email campaigns.

In many ways, email campaigns and product launches are extended sales letters. And since the costs of executing these types of campaigns online are so much lower than for a print mail campaign, you’ve got more time and ability to connect with the prospect more frequently.

For example, once you’ve announced that you’ve got a new product coming out, you’ll be able to begin using some different elements that aren’t afforded to you in a typical direct mail letter.

First, you’ll want to begin your campaign with a series of initial emails informing your prospect:

1. That you’ve got a new product coming out (i.e., the big “announcement” you’re making) …

2. How your new product is unique — in this message, you’ll explain why it’s going to bring immense value and benefit to your prospect’s life …

3. Of the proof behind the benefits your new product delivers. Remember, any time you introduce a new benefit, you’ve got to give your prospect adequate reason to believe you.

Your initial emails will often follow this pattern. The difference between this and, say, the lift note process we talked about last week is that you’re often going to tease much more. Your goal at the beginning of a launch or other campaign is to build