2015 Web Intensive Live Blog

2015 Web Copywriting Intensive Live Blog

success and winning concept - happy business team giving high fiDate: February 8th through 11th

Time: Real Time

Presenters: Nick Usborne, Ryan Deiss, Brian Clark, Jay White, Pam Foster, Joshua Boswell, Brian Edmondson, Heather Lloyd-Martin, and Rebecca Matter

This year’s Web Intensive promises to be the most valuable yet, helping every web writer in attendance to build their business, to hone their skills, and to sharpen their understanding of online marketing. At this event, attendees are going to learn how to build and structure an integrated online marketing funnel from start to finish.

List building … content development … organic traffic … email marketing … website copy … social media. You’re going to learn how it all works together. And that will help you deliver better results to your clients. Not to mention build your own business.

And even if you aren’t attending, you can still enjoy the highlights of this fantastic event.  Because I’m bringing you real time updates, live from each and every session. Heather Robson, here, and this is what I’ll be covering:

  • Site Audits: Your Gateway to Great Web Clients with Pam Foster
  • How to Develop a Killer Content Marketing Strategy for Yourself and Your Clients with Brian Clark
  • The Invisible Sales Machine with Ryan Deiss
  • Your Marketing Plan with Joshua Boswell
  • Advanced Web Writing: Optimize Everything with Nick Usborne
  • Email Copy Made Easy: How to Fast-Forward Your Copywriting Career Writing Emails with Jay White
  • The Fastest, Easiest, Most Profitable Ways to Get More Traffic, Build Your List & Make Your Site Sell with Brian Edmondson
  • Learn to Love Google and Gain Great Results for Your Clients with Heather Lloyd-Martin
  • Social Media goes Mainstream with Nick Usborne

During each session, I’ll post insights, quotes, tips, techniques and more from each of these experts. And I’ll include special posts for Platinum members, so make sure you’re logged in. (You can become a member here and immediately gain full access to Wealthy Web Writer’s complete archive.)

Plus, this year, we’re doing something a little extra special. We want to hear your questions for the experts. We want to know your favorite tips and techniques that relate to the real time posts. We want to learn from your successes. Or get inspired by your favorite motivational quotes. And when you comment during the Live Event (between February 8th at 5pm and February 11th at 5pm, Central Time), you’ll be entered in a random drawing to receive a free copy of the 2015 Web Intensive Home Study Program. For one lucky commenter, every minute of every session will be yours. Free!

Live Blog kicks off on February 8th. Join me then! I promise, you do not want to miss it. (Even if you’re not here, you don’t have to miss a minute. Order your copy of AWAI’s 2015 Web Copywriting Intensive Home Study Program by this Friday and save $800. You’ll get access to every single session, all the expert notes … plus you’ll receive Rebecca Matter’s 4-Step Blueprint For Building a Complete Web Copywriting Business in 72 Hours. Just click here for the details.

Sunday, February 8th, 2015

4:07 pm

We’re getting started and I am so excited!!!

Rebecca is kicking us off with a quick review of why this is the right time to be a web writer.

A few of her key points:

  • There’s a lot of demand for good writers.
  • The value on writers is going up.
  • It’s easier than ever to market your services.

4:38 pm

We’re going to dig right into the meat and potatoes … Pam Foster is about to begin her session on Site Audits. Site Audits are amazing. They open so many doors for you as a writer … they lay the foundation for a great relationship … and they’re lucrative. Three great benefits!

4:41 pm

Just a quick reminder: During Live Blog, if you’re a Platinum member, make sure you’re logged in. I’ll be including special updates just for you!

4:47 pm

The first step in converting a prospect to a client is understanding what that clients needs. Some questions to ask:

  • What is your overall goal?
  • What is the purpose of the project?
  • Who is your competition?

4:58 pm

A Site Audit breaks down into two parts:

  1. Assess how the content on the site works to drive traffic and to achieve the client’s goals.
  2. Determine opportunities to improve performance.

5:16 pm

A typical Site Audit takes 6-10 hours to complete. That includes the review process and putting together the report. The standard fee for this kind of work is $1000-$2500.

Within the report, you share your findings — what they can do to improve the performance of their website. You don’t need to tell them how to do it. That’s your specialized knowledge, and that is what often leads to you being hired to do additional work.

5:40 pm

Keyword placement is still important, and it’s one thing to check in your Site Audit. Is there a good key phrase in the title, in the meta description, and the alt tags for images?

5:44 pm

Pam Foster’s 5 C’s of content that works

  1. Customer-focused: Make the reader’s need central to the copy.
  2. Competitive: What sets your product or service apart from the competition.
  3. Clear: Don’t make your customers guess what your website is about.
  4. Conversion-Optimized: Include a call to action.
  5. Consistent: Create a voice — one with some personality — and stick with it.

5:53 pm

When you are researching a client’s search engine results, try searching anonymously. And ask friends in other locations to do a search and find out what they are seeing. Google has gotten so smart that you need to do these things to make sure you have a good feel for what is really happening in terms of where they rank.

6:14 pm

Many companies, even companies that are big and sophisticated, are clueless about how to make their websites better. They need you, so be confident about offering your services!

6:20 pm

Pam Foster just wrapped a fantastic presentation on Site Audits. Site Audits are an excellent way to get your foot in the door with new clients while getting paid for your time and expertise. If you want to see her entire presentation, you can! Just order your own copy of the Web Copywriting Intensive Home Study Program right here.

Make sure you join me again tomorrow. We’ve got a great line up. Brian Clark on writing great content. Ryan Deiss on setting up amazing sales funnels. Plus Joshua Boswell on landing clients. Lots of good stuff!

From the Twittersphere

Monday, February 9th, 2015

8:18 am

Good morning, Wealthy Web Writers!

We’re getting started and soon Brian Clark will be sharing his content marketing wisdom with us. But first, a couple of quick reminders.

First – if you’re a Platinum member, make sure you’re logged in. That’s the only way all my updates will be visible. (If you’re not a Platinum member, you can join us and gain immediate access to everything. Just click here.

Second, don’t forget to post in the comments. That will put you into a random drawing to receive a free copy of The Web Copywriting Intensive Home Study Program. Every minute of every session. A program that normally sells for more than $1200. And you have a chance to get it for free! Just for commenting. How fun is that?!?

In case you’re wondering what to post, I have a few ideas. Questions for the experts. Inspirational quotes that relate to the topic. Your own experience with online marketing. Your favorite online tools that make your web writing life easier. Pretty much anything relevant to web writing, we want to hear about it.

8:36 am

In 1998, Brian Clark started out building email lists and then sending out regular updates to his list.

He says, “Guess what you should be doing today in 2015? Building a list and sending out email content. That’s a constant.”

8:43 am

Building an audience takes time. Brian Clark spent a year and nine months building his platform with Copyblogger. He got to know his audience and their needs. And then he start offering products. At that point selling was easy. His audience loved him and he was offering them products that he knew they needed.

The point is, don’t be afraid to invest time in your success!

8:57 am

One of the core principles of content marketing is “The Audience Experience.” Content marketing is not about interrupting your audience and pushing your message on to them. It’s about fitting your message to the path that your audience is taking. In content marketing, your audience invites you to market to them.

9:15 am

Brian is talking now about “The Hero’s Journey” as it relates to marketing. Too often, we try to frame ourselves as the heroes. As marketers and consultants, we’re the mentors. We have to help our clients become heroes to their clients.

9:18 am

Empathy mapping is a way to figure out what your audience is feeling and thinking, to understand what it is like to be in their shoes. And from there to figure out how you can help them along their Hero’s Journey. Brian is going to dig deep into how to use an empathy map to direct your content strategy.

Stick with me. I’ll be covering the high points.

9:49 am

This statement is at the heart of empathy mapping. “My clients need a better way to _________ because ________.” Help your clients figure out how to fill in those blanks and you’ll be on your way.

10:03 am

To understand your audience, you need to capture impressions about their thinking, seeing, doing, and feeling.

Start with thinking. What is your audience’s worldview and how does that intersect with your product?

Then move to seeing. How does your audience actually find you? What is their experience in reaching your website or storefront?

Next is doing. What does your audience do during the day that is causing problems in their life?

Finish with feeling. How does your audience feel due to the problems or desires you’ve identified?

As you start to identify these things, you’ll start to see how your content marketing strategy needs to take shape.

10:06 am

Brian has created a workbook to walk you through this process. It comes as part of your Home Study program. You can reserve your copy right here. Do it before Friday and save $800!

10:11 am

“Language is a window into the mind. The way people speak is a look into their worldview.” Brian Clark

10:36 am

Content marketing could be described as a sales letter delivered in pieces over time. It doesn’t feel like a sales letter. It delivers value. It’s something the audience wants. But it also moves the audience along a sales path.

10:45 am

Identify your cornerstone content. This is the content geared toward the things that you clients have to understand in order to work with you.

10:58 am

Brian recommends you “bake marketing into your core being.” Every time you interact with a customer or client, you are marketing. How you fulfill your services … the quality of what you deliver … when you follow up … how you respond when they are happy with you or when they are not. It’s all marketing.

11:12 am

Create high-five content … the kind of content that gets your audience excited and ready for more.

There are three types of high-five content:

  1. Educational. This content teaches them about what you do and why they need it.
  2. Motivational. This content shows them the benefits of hiring you and gets them inspired to take that leap.
  3. Challenging. This content pokes at the things a prospect is doing wrong and brings them to you as client through the promise that you can help them overcome their mistakes.

Top Tweets from Brian’s Session

11:18 am

Brian has wrapped up. We’re going to break for lunch and then when we come back, it’ll be Ryan Deiss taking the stage. Another great session! Stay tuned.

1:21 pm

We’re back from lunch, and Ryan Deiss is getting started. I’ve seen him speak before and the wealth of knowledge he has about digital marketing is just amazing. I’m very excited to share some of his key points with you today.

1:26 pm

Some of the things Ryan plans to teach us:

  • The five phases of invisible selling.
  • How you can use simple segmentation to make more money.
  • How to get started even if you don’t have a list, or a product, or a website.
  • Where you should send ALL your clicks.
  • And more!

1:31 pm

Ryan promises that the system he teaches works only for businesses that have customers who have email addresses. In other words … everyone.

1:35 pm

Building a list is key, but knowing what you’re going to do with it before you build it is what will give you the confidence to actually move forward.

1:55 pm

Your email machine has different phases. There’s the “getting to know you” series where you let new subscribers know what you’re all about. There’s the “engagement” series where you focus on the topic you know they are interested in. There’s the “offer” series where you focus on active buyers. And there’s your general subscriber list where you keep touch with engaged subscribers who are opening and reading your emails, but who aren’t buying. And there’s the “do you still want to be on this list” series for people who aren’t engaged. For a well-oiled email machine, you need all five phases.

3:07 pm

A good sales message in an email series is one that creates a sense of scarcity. If you have an offer that won’t last that creates scarcity.

But you can also create scarcity just by saying in your subject line or opening line, “This is the last time I’m going to bring this up …”

3:11 pm

Protect your credibility when marketing. Always be honest. Don’t say an offer is going away forever unless it’s actually going away forever.

3:14 pm

Ryan is running through an engagement series, email by email, with examples of subject lines, leads, body copy, P.S. copy, and more. I simply cannot capture it here. (I’m a fast typer, but I’m not that fast!). I hope you’ll check out the The Home Study Program so that you can see his entire presentation.

3:28 pm

Do a before and after exercise when you’re trying to figure out what you deliver to a client.

Before, they don’t have your copy and they’re not making sales. After, they have your copy and they are making sales.

Before, they feel scared that their business is going to fail. After, they feel secure and smart because their business is succeeding.

What is their average day like before? Frustrating. Every day, they feel like they’re failing. Their average day after is awesome. They are making money. People want what they are selling.

That’s what you offer. (You can also use this to help them figure out what they are offering to their customers.)

3:39 pm

One of the most powerful things you can do with your email list (and that you can help your clients do with theirs) is to pay attention to segmentation. Send emails based on interest. Send emails based on engagement. Don’t email every subscriber on your list in the same way.

Most email list managers, like AWeber or MailChimp, make it possible to automate your segmentation.

3:55 pm

So much good stuff in Ryan’s presentation. It was really phenomenal. Nick Usborne is saying, if you just take what Ryan taught us and build your business on that, you’d make a very good living. High praise and absolutely true.

Top Tweets from Ryan’s Presentation

4:39 pm

So we took a little break to let our brains catch up, and now we’re back with Joshua Boswell. His goal this Intensive is to help every web writer here form a well-thought out marketing plan that is tailored to their talents and that they will actually do. (Marketing plans don’t work if you don’t do them. Trust me, I’ve tried.)

4:47 pm

The start of a great marketing plan begins with understanding what you are good at, what you do that makes others happy, and what pain points exist that you can help to heal.

5:05 pm

Joshua is doing a hands-on exercise to help us choose a niche to focus on. When you pick a niche, you give yourself a manageable target. It’s much easier to market to a few hundred companies than it is to market to a million. A niche also helps your message rise above the noise to reach the ears of those who it is meant for.

5:09 pm

You’re not really charging a fee for your services. You are asking your clients to invest in themselves.

5:31 pm

If you find it easy to quote your prices to a client, then it is time to raise your prices.

5:41 pm

Joshua is very excited about THE most effective way to market yourself. The best method for YOU is the one that you’ll DO!

5:43 pm

On that note, we’re going to wrap up for the day. I hope you’ll join me tomorrow.

And don’t forget to order your copy of the The Home Study Program. It would be worth every penny at full price. But you still have time to take advantage of the great deal AWAI is offering.

Enjoying the Event

Jeff and Peter in between sessions at Web Intensive
Jeff and Peter in between sessions at Web Intensive
Brian Clark
Brian Clark

Tuesday, February 10th, 2015

8:39 am

It’s our second full day of Web Intensive. We’re starting off with a presentation on writing for the Web with Nick Usborne.

Nick started off by explaining why good web writers are so important. Writing copy online is different than for print. It’s more complex. It’s still about the words, but web writers also have to understand design and flow.

8:44 am

“Eighty percent of the visitors to a website want to do one of 3 or 4 things.” Nick Usborne

You need to figure out what those three or four things are so that you can make them easy to find for visitors.

9:03 pm

The more you do, the more you’ll realize what works. But even when you know exactly what works, you still have to test it because sometimes things will surprise you. In some cases, a site can do everything wrong and still outperform a version where things are done just right.

Always, always test.

9:28 am

Ultimately, its the words that sell. What you offer is of immense value to your clients, but sometimes you need to remind them of that.

10:45 am

Use social media to inform you about what your readers are looking for and what they are talking about. That knowledge can help direct your content plan.

11:01 am

Online content has a social element and a sales element. And online sales copy has a content element and a social element. And social has a content aspect and a sales aspect. It all weaves together.

11:03 am

Nick highly recommends reading The Cluetrain Manifesto.

11:11 am

Here’s the core of everything you’re going to do online:

  1. Grab attention
  2. Stimulate conversation
  3. Optimize the message and the flow
  4. Close the sale

11:17 am

Nick covered a lot of ground. It was a great session.

We’re going to break for lunch. I’ll be back in a couple of hours to cover list-building with Brian Edmondson.

Top Tweets from Nick’s Presentation

1:34 pm

If you know how to grow a list, you’ll have many, many interested clients in paying you for that service. And that is what Brian Edmondson is going to show us how to do today. And I’ll be bringing you the highlights.

1:43 pm

There are three keys to building your online presence. The first is traffic. If no one can find your website, you won’t have a way to get them on your list. The second is to entice the visitors coming to your website to sign up for your list. And the third is to follow up with your list regularly, growing your relationship and making sales.

1:56 pm

The basics of list-building:

  • Capture visitor information.
  • Follow up with visitors to build a relationship.
  • Make an offer to your list (sales).
  • Follow up with additional offers (repeat sales).
  • Develop a future source of responsive traffic.

2:01 pm

Anything that you do off your website should have the purpose of getting people to sign up for your list … or to visit your website where they can sign up for your list.

2:05 pm

At its heart, list building is offering something of value in exchange for contact information.

2:24 pm

Include an opt-in form on every non-sales page of whatever website you’re working on.

2:38 pm

I just wanted to mention that while I’m listening to Brian Edmonson on how to build a list, Jay White — an autoresponder expert — is talking in a simultaneous session on how to write an effective autoresponder series. Writing autoresponders is fun and fast and it pays well. I can’t be in two places at once, but you can catch all of Jay’s session when you order The Home Study Program.

2:43 pm

You list-building action plan.

  1. Create a powerful free offer.
  2. Add an opt-in opportunity to your website.
  3. Create a dedicated squeeze page to emphasize the benefits of opting in.

2:56 pm

There are three types of traffic: free, paid, and leveraged.

Free traffic has the obvious advantage of being free. But it takes time. However, it continues to work in the long-term.

Paid traffic has the obvious disadvantage of costing money. But you can build traffic immediately. And it only continues to bring in traffic for as long you run the paid campaign.

3:10 pm

To develop free traffic, doing guest blog posts for websites in your industry that are already well-established is one of the most effective strategies.

3:16 pm

Many opportunities exist to bring in paid traffic. Pay per click campaigns, banner ads on relevant websites, and ads placed in newsletters are just three possibilities.

3:32 pm

You can help your content to reach further by inviting people to share your free report with their friends and on their social networks, by including a “forward to a friend” option in your emails, and by encouraging social sharing. Remove obstacles. Make it easy and fun to share.

3:47 pm

Brian has packed in a lot of information on how to drive traffic and capture leads so that you can build a sustainable business. It’s been a great session!

Top Tweets for Brian’s Presentation

4:39 pm

Final session of the day. Joshua Boswell is holding another interactive session (handouts included in The Home Study) to help us put together a successful marketing plan.

He’s also going to talk to us about managing our personal time better. Stay tuned for the highlights!

4:47 pm

Yesterday, we learned how to figure out who we are going to market to. Today, Joshua is giving tips on actually figuring out who the the specific people are that you want to contact and how to find the information to connect with them.

You can use Google to do research, you can find people on LinkedIn, you can peruse online directories, among many, many other options. Or you could simplify things and buy a list.

5:00 pm

If you systematically reach out to the contacts you’ve developed, you will land projects. It’s a numbers game. The more you reach out, the more work you have. The faster you reach out, the faster you’ll land projects.

5:12 pm

Your potential clients likely have a lot of checkboxes to tick off before hiring you. They want to know that you are timely, that you have samples, that you have great ideas … What they are really looking for is clues that you are a professional.

5:43 pm

If you don’t have samples yet in your industry to show to potential clients, you have some options. You can show samples from other industries. You can show things you’ve written from your past jobs. Or you can write something about a product you like and use — a review, a sales page, and email … whatever. In that case include a disclaimer that says “Company X did not hire me to write this copy. It’s for sample purposes only.”

The client’s main concern is that you can write.

5:53 pm

When it comes to managing your time, there’s a different between action items and projects. If something requires more than two action items, it’s a project. Before you go to bed, create a list of six action items that you want to complete during the following day.

In the morning, check how you did on the previous day’s list. Adjust your present day’s list. And get to work.

6:07 pm

What a day! I hope you guys had fun. Tomorrow we’ve got search engine optimization with Heather Lloyd-Marting and social media with Nick Usborne, plus more marketing with Joshua Boswell.

I’ll see you right back here first thing in the morning!

And don’t forget, comment to put yourself in the running for a free copy of the The Home Study Program

What attendees are saying …

Wednesday, February 11, 2015

8:38 am

Good morning. We just welcomed Heather Lloyd-Martin to the stage. She is an expert in SEO copywriting and today she’s going to tell how Google works, why copywriters make great SEOs, how to do key phrase research … and a lot more!

8:52 am

Google’s goal is to make a good experience for the end user. That means they want to point people to relevant, authoritative content in response to their search terms.

To do this, Google constantly refines their algorithm.

What you want to be, as an SEO copywriter, is someone who creates copy that ranks well in Google without exploiting loopholes in the Google algorithm. If you take that approach — to provide copy that your visitors want and that Google can recognize — then when Google changes things, you won’t loose rankings.

The quality of the writing is becoming more and more important. That’s good news for writers.

9:03 am

SEO writing, when you get into the strategy side of it, is not a one-and-done thing. It’s a great opportunity to land retainer clients.

9:09 am

Keyword research is still at the heart of search engine optimization. It takes some time playing with the process and the tools, but then it gets really fun. So stick with it.

9:26 am

Need topic ideas for blog posts? Hubspot has a blog topic generator that you can use for free. Buzzsumo is a paid service that shows you what has been published recently on a topic and how much each post has been shared. It’s a good brainstorming tool.

9:36 am

Some keyword research guidelines:

  • It’s okay to focus on terms that don’t have thousand of searches every month. You are looking to reach targeted, qualified traffic.
  • Do not use misspelled keywords as part of your strategy.
  • Important features (like “payment plans” if you’re working for a dentist, for example) can be okay.
  • Unless you’re trying to rank for a very technical term, single keywords are generally too competitive to attempt ranking for. You want to focus on what is reasonable to achieve.

10:05 am

When it comes to keyword research tools, it’s worth your while to invest in a paid keyword research tool. They are more robust and provide a lot more information than the free tools.

Google’s free Keyword Planner is a nice place to start, but it is geared to AdWords users, so it won’t be as accurate as one of the paid tools.

The top paid tools are WordTracker, WordStream, and Keyword Discovery.

10:22 am

Google does not pay your bills. Your target audience does. So make sure that you are writing for your readers. Not the search engines.

10:28 am

Headlines and SEO:

  • Headlines and subheads make your page easier to read. They also draw in skimmers.
  • Use headlines to showcase your key benefits.
  • Using your primary key phrase in your headline helps Google recognize the articles relevance.
  • Write headlines and subheads that grab attention.
  • Use your key phrases in your subheads, too. It helps your readers see they’ve come to the right place!

Notice the blend of considerations … some are for the search engines and some are for the readers. Always put your readers first! If adding a keyword to a subhead makes your writing sound weird, don’t do it.

10:46 am

On the back end, make sure you write a Title for each page of your website. (This is different than your headline.) Include your main key phrase. Make it benefit oriented. And keep it short. When Google displays your result, this will be the clickable headline. If it’s more than 59 characters, it will be cut off.

11:17 am

Heather has wrapped up the final part of her session with a live look at several pages and how well they are doing with their search engine optimization along with what they can be doing better. It’s hard to capture all the tips she’s shared, but they will be in The Home Study.

Top Tweets from Heather’s Session

1:18 pm

We’re back from the lunch break and Nick Usborne is with us to discuss the power of social media and how you can use it to grow your business.

1:24 pm

Social sharing is done mostly through mobile devices and that trend is growing. If you are interested in working in social media, it’s important to embrace mobile technology so that you can understand and relate to your audience better.

1:36 pm

You need to be where you audience spends their time. And that means being on social media.

1:43 pm

Social media provides a perfect venue for brand-building. To build a brand, you need to connect. Be accessible. Share your thoughts, respond to comments … help your audience get to know you.

2:00 pm

Another way to use social media is to build customer loyalty by giving away valuable information (how-to videos) and sharing interesting resources.

2:46 pm

Social media gives companies — even B2B companies — and opportunity to make “boring” products stand out. It’s a great way to get attention and to get people talking about you. And that makes it social.

3:03 pm

You can use social media to do a lot of good things. In the next hour, Nick is going to show us how we can offer social media services and build our own bottom lines.

3:11 pm

One way to monetize your social media skills is to offer social media consulting. Help your clients plan their overall approach to social media.

Another way to is become a social media manager. You’ll help clients set up or improve their social media accounts, create and post their social media content, and then track the results and report on how things are going.

3:20 pm

So much of the benefit of social media comes from generating trust and connection and good will. That requires continuity. You have to stick with it and focus in a disciplined way.

Nick is going to have the room do some hands-on work now, so I will pick back up when Joshua Boswell’s final session on marketing begins at 4pm.

Top Tweets from Nick’s Event

4:24 pm

It’s our final session … what a lot of amazing information has been delivered in this room during the last four days!

Joshua is going to give us the final pieces of our marketing plan.

His first point is to focus your time and energy on the things you are good at and that you enjoy. You can do everything yourself, but it’s much better to pay for some things rather than spend a ton of time on them. Your website is the perfect example. If you can afford it, you will save so much time and frustration and get a better result by hiring a web designer to put together your website.

Your most valuable resource is your time.

4:37 pm

When you reach the point of having a conversation with a potential client, work under the assumption that they’ll hire you. It will help you relax, to be confident, and to focus on what they need … which will usually help you to see additional opportunities.

4:44 pm

Clients are people and people like to work with other people that they know, like, and trust.

Of those three factors, trust is the most important.

5:11 pm

There are many things that you can do to build trust. One of the most simple and straightforward is to do what you say you are going to do when you say you are going to do it.

5:23 pm

The ultimate key to your marketing success is to begin at once. Start by setting a clear and specific goal. Phrase it as though it is already completed: “I am so happy and grateful now that I …” and fill in your dream.

Now get to work!

More From Our Attendees

11:12 pm

A big “Congratulations!” to Don Dahlem. Don, you’ve won our Home Study drawing. I’ll be in touch with you to let you know the details.

Thank you to everyone who participated in the comments!

Heather Robson

Heather Robson

Managing editor of Wealthy Web Writer, Heather has over ten years of content marketing and development experience.


  • Is there any way of finding out the times of this live event for these dates – Feb. 8th – 11th each day? I have other commitments and need to work around them but need to be aware of the times of the live blog each day, especially the 11th. Thanks so much. Laurie White

  • This will be my first event as a platinum member! How do I register for the “webinar”? Also, the day of, how do I gain access the Live Blog please??

    • Hi Alicia,

      Access instructions to the webinar will be posted on the event page. There will be a link for you to click that will take you into the webinar.

      For the Live Blog, you’ll be able to access it just by visiting the page. Just make sure you’re logged in so you can see all my updates.

  • Hi Heather:
    I’m really having trouble understanding your answer to Laurie. If the blog is on all day, what happens during the time after 5 p.m.?

    As Mr. Einstein said, the only way to really teach is by example.

    Could you provide a snip of a blog post and reply from last year, or (better still) a brief post and what you would like to see in our reply?

    Many thanks for your kind help.


  • Hi Heather! I’m still not sure how we register for this event. Is there a link to follow? And is this the kind of event where we will have all day access on a livestream? Thanks!

  • I have another question – I realize there are two events which are connected: The 2015 Web Copywriting Intensive and The 2015 Web Intensive Live Blog. Is the Intensive an event to attend in person, and the Live Blog like an up-to-the-minute reporting on the event? If this is the case, then are we only able to register for the Live Blog if we are not in Austin? Thanks 🙂

    • Hi Pat,

      This page is the live blog. And you are correct. The Web Intensive is here on the ground. The Live Blog is up-to-the-minute reporting. You do not have to register for the Live Blog. Just scroll down this page 🙂

  • Pam Foster sure seems to have offered an amazing presentation! You’ve posted lots of good take-aways from it. Something that still eludes me is how you tell people what can be improved on their site without telling them how to fix it. It seems one would be a natural follow from the other.

    • Great question, Wendy. Somethings that you tell your client, they will be able to figure out for themselves. If you mention they need to add their contact information, for example. But other things, like using benefit-oriented headlines that contain a keyword–a lot of your potential clients will have an idea what that means, but won’t be certain how to execute it.

      It would be clear to another writer, but most of your clients won’t be writers. They’ll be more inclined to bring you in to handle that part.

  • I appreciate the notes on Site Audits. I do website reviews as a copy-editor, but now I see that I can extend my review to include the other elements you mentioned. (And call it an Audit, which sounds so much more valuable! $$$ 🙂 ) Thanks!

  • I really hate that I missed this year’s Web Intensive. Seriously! In reading your post above, I see that you mentioned the word “worldview”. Wow. I am currently trying to crack the code of using an understanding of my audiences’ worldviews in my copy. Sure wish that I could hear someone expand on such a strategy.

    • Brian is talking about some of the ways to gain a handle on your audience’s worldview. Keyword research … surveys … discussions with your client’s or your client’s customers … questions that customer service receives … pre-launch or pre-sales questions. Then use the worldview to frame what you are writing, to demonstrate that you are like your audience, to build that connection. Thank you for the comment!

  • You are welcome, Heather. I’ve always thought of a sales letter as cornerstone copy. Does Brian go into the timing involved in dripping aspects of a sales letter within a content marketing campaign, or even where to drip the components of a sales letter in a company’s marketing material when using it as cornerstone copy? It would be awesome to see a diagram that demonstrates how to do this. 🙂 It would make my life so much more easier as a copywriter.

    • He breaks down some of the strategy that goes into it, but he does not have a specific diagram because it ends up being different for each product/audience intersection. But I do think you’d find his empathy and customer experience mapping approach very helpful.

  • Hi Heather,
    You mentioned “adaptive content” earlier. Would it be possible for Brian or someone to write a report for Wealthy Web Writer to explain a little more about the concept? This would be very helpful to those of us who could not attend the Intensive live event.


  • Ryan Deiss is the BEST! He and his team have laid the foundations for everything I know about marketing for the last 5 years. I can’t express enough appreciation for all that I have learned from him on so many levels. So glad he was able to take part in this Intensive! He is the gold standard!

    • Pat. I agree with you. Ryan takes a very intuitive approach to marketing. I learn very well from him when I get his content in front of me for that reason.

  • Hi Heather,
    Your live blog is absolute terrific. Thanks so much for doing it. It is almost as good as being there.


  • A question for Nick, if he is still speaking … I visited apple.com this morning on my laptop and my smartphone. They have only one view, the desktop view. On the smartphone one has to scroll right and down to see the whole page. The most prominent smartphone maker in the world and their own website doesn’t display nicely on phones. Why would they do that?

    • Hi Andrew,

      When I visit apple.com on my iPhone, I get a mobile site rather than the desktop site. I’m not sure why you’re getting their desktop view. That does seem strange.

      • Thanks Heather, I’ve looked a little deeper. It was the particular browser I was using. When I tried a couple of other browsers I do get the mobile view. Solved! AP

  • YOU WROTE: “Eighty percent of the visitors to a website want to do one of 3 or 4 things.” Nick Usborne

    Did he provide examples of what those things could be, or what categories they fit into?

    • They vary for every company, and usually clients will know what they are (or have an idea). The site analytics can also give you clues. If you look at the AWAI site, for example, most of the visitors are interested in getting started as a writer, learning how to write better, or learning how to land clients. So those are the three main paths from the home page.

      • OK. I did notice the Home page structure was very well put together over at http://www.AWAIOnline.com in this way. In fact, I sometimes use the site structure as inspiration to create websites and web content. That’s a good example to cite.

  • “doing guest blog posts for websites in your industry”… Were ideas for guest blog posts given? I often wonder about what guest blog posts topics are standard, such as when one is creating cornerstone copy to setup a website initially.

    • The best approach is to spend some time reading what is already on the site you want to guest post on and coming up with something that is related to the focus of the site but that has not been covered recently. Keep the blog’s audience in mind when choosing your topic. What do they need and want? And also think about what unique angle you can derive from your own experience.

  • Hi Heather,

    After you find a blog you would like to do a guest post on do you contact them and ask if they would like a post on a certain topic or do you write the post, send it to them and ask if they will post it?


    • First, look and see if they have a specific set of guidelines posted on their site. Some editors prefer one approach and some prefer the other. If you can’t find editorial guidelines, then I recommend sending a query asking if they are open to a specific topic. It’s also good to talk about why you are a good one to write the post and how it will benefit their audience.

  • Hi, Heather Robson
    Nice to meet you through this Comment for the first time,it’s a good moment and i’m in a good mood to write this comment. My name is Hafiz Suliman,i’m AWAI’s member (B2B Writing Success, Wealthy Web Writer, Professional Writers Alliance, and before Accelerator program too).
    I’m so happy that i found my target goal was added in one project , i mean
    “AWAI’s 2015 Web Copywriting Intensive home-Study”. ( Email marketing + direct response and a bunch of bonus).It’s incredible thing, First i want to thanks you for this effort,and i want to reminder you that i’m a member for thee months or so, through this period i’m not done anything else, and the time is running fast, i’ll talk to you honestly, do you have any facilities or opportunities to introduce this project by nice discount to your members

    • Hi Hafiz,

      Thank you for your comment and for following the Live Blog. And welcome to Wealthy Web Writer. I hope you are enjoying all the resources on the site.

      Regarding your question, we currently have the best available discount running for The Home Study program. Through Friday, we’re offering the program at an $800 discount. That’s a full 60% off the full price. I hope you’ll take advantage of the opportunity. And remember, AWAI guarantees your satisfaction. If you review the Home Study sessions and decide it’s not a good fit for you, you can request a full refund. That guarantee is good for a year!

  • Heather. It would be nice to know from Heather Lloyd-Martin how she handles projects where no SEO researched list exists. Or, if it does, how do you handle the validity of what is on the list that you are being asked to write from. Are you able to ask, or answer the question?

    • Hi Tanya,

      I should be able to share your question. I need to ask, though, what do you mean by “no SEO researched list exists.”? I just want to make sure I understand in case she asks me any clarifying questions. Thank you!

      • For example, sometimes clients ask me to write copy, but they have no list of keywords to provide me. Yes, I can create a Copy Platform to write from, but do I also research keywords for them and provide it at no cost, as a premium add-on, or what?

        • Perfect. She actually did answer this in the course of the session. (going back through my notes :)) If your client wants better rankings, then keyword research is critical and is part of what you offer and charge for. This is true even if they give you a list keywords as a starting point.

          If the client says they don’t think the research is important and that they don’t want to pay for it, then you can either walk away or clarify that you cannot be confident that rankings will improve without keyword research. You should make that point in an email, so there is a record of your concern that you can point back to.

          So, definitely–if rankings are part of the package–always do research even if you have to figure out the starting point. And always charge for it, even if they give you a starting point. Does that help?

          • Excellent. I like that answer. It has been a point of concern for me in the past.

  • About Ryan Deiss, you spoke about his email ‘machine’ list segmentation strategy. I am familiar with it, and really want to learn how to use it. I wondered if this approach would work the same for nonprofit communications. What is your educated guess, based on what you heard?

    • My best educated guess is that the backbone approach would work, but that you might have to tweak the language and the frequency.

  • Even though I’ve found some great ideas for blog posts while searching for good keyword phrases, I haven’t purposefully researched keywords “before writing everything”. I never really thought about it in that way so it was like a light bulb went off with that one! Thank you, Heather.

    It’s now easy to see that buying a professional level KW tool would enhance any web writer’s efforts.

    Picking up just one nugget of great information like that makes the time spent reading on the AWAI sites so valuable.

  • I did have a question for Nick or anyone there perhaps…with all the effort put into social media (SM) it’s pretty obvious that one could get bogged down the more social they are due to the time spent engaging people and communicating.

    I understand that is actually the goal of SM, but how can we test/analyze/find out the break even point? How many SM sites is enough? Can google analytics or another tool help us figure out if it’s worth it to spend more time on SM vs. spending time on writing or creating great content?

    Do you practiced copywriters out there limit how much time you spend each week on SM?

    Thanks for any tips!

  • Hi Heather,
    Will this Live Blog be in the Wealthy Web Writer archives? If so will it be in the member only section so all of the member only posts are available?

    • Hi Don,

      This will be in the archives. It will be available in both the Free Content and the Member Only areas. As long as you are logged in, you will be able to see the Member Only content.

  • Hi, Heather
    Good night, i want to know what happen after an end up this offer, i mean real cost for the “AWAI’s 2015 Web Copywriting Intensive home-Study”.

    Thanks a lot
    Hafiz Suliman

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