Date: October 17 to October 20, 2018
Time: Real Time
Topics: Copywriting, Freelance writing, Business building, Web writing, and more…
Presenters: Nick Usborne, Ben Settle, Heather Lloyd-Martin, Ryan Levesque, and Ilise Benun… just to name a few.
It’s that time of year again. What time? Bootcamp time!!!
Every year, AWAI hosts a fantastic event in Delray Beach, Florida. They pack an amazing amount of copywriting talent and business-building acumen into a single room. Speaker after speaker will take the stage to share their insights into writing copy that converts, getting better results writing for the web, landing clients, staying motivated, and building your business.
This event launches more copywriters into successful freelance careers than any other.
And if you stay tuned to this page as the event unfolds, I’ll be sharing loads of helpful insights, expert secrets, and top-notch tips that you can use to be a better writer and more successful business person.
Here’s how it works. I’ll sit in on most of the sessions (I’d promise all, but I already know I’m going to be doing some exclusive video interviews with several of these experts… and those interviews will be posted on Wealthy Web Writer in the weeks following Bootcamp). During each session, I’ll bring you time-stamped updates of the most exciting, most intriguing, most useful advice coming from the stage.
I’ll also be sharing top takeaways from your fellow members who are joining me live in Florida.
The Live Blog moves fast, is a ton of fun, and by the end is chock full of real-world, actionable advice you can start using right away to strengthen your business.
So make sure you join us right here, and check back often.
The Live Blog will kick off at 6pm, Eastern Time, on October 17. I’ll “see” you then!
October 17, 2018
We are kicking off! Are you excited?!?
Katie Yeakle is talking about finding your own path to success. Whatever path you take requires determination and dedication. Be willing to take advantage of every opportunity that comes your way.
Katie gives this advice: Learn everything you can. Ask questions. Follow up.
When you commit fully to your goal of becoming a writer and take action, good things happen. But only if you take action…
Katie’s open was very moving. It’s always so wonderful to see all the people who have changed their lives through writing. There are a lot!
Up next, the Keynote Speaker… Andrew Davis. He’s going to talk about the power of curiosity in your copy and how you can leverage it. Stay tuned for the highlights!
Sooner or later, you’ll have a client tell you your copy is too long. But, as long as you are holding your audience’s attention, you can take all the time and space you need to make your point. But holding the attention is critical.
“Our audience will make time to consume content that maintains their interest.”
I’m mean… just think about the last time you binge-watched a show on Netflix. Your attention span was plenty-long enough and you made the time.
So how do you make your writing binge-worthy?
If you’ve been paying attention, I”ll bet you already know the answer.
Andrew is a great performer. He’s got a Mystery Box on stage and he’s doing a good job keeping us on the edge of our seats about what’s inside… and keeping us laughing at the same time.
There’s a gap between what your audience knows and what they want to know. If you can create that gap — a curiosity gap — then you can hold your audience’s attention pretty much on demand.
Did you know you can explode a watermelon with rubber bands?
I know that seems out of left field, but that is the example Andrew is using to illustrate how to leverage a curiosity gap.
The best curiosity gaps build tension over time. That’s the secret to holding your audience’s attention through long copy. To build tension over time.
That means creating a need for closure… agitating it periodically throughout your copy… and then delivering something worthy of the attention your reader has paid.
A Sneak Peek Into the Main Ballroom
People consume your content because they have unanswered questions. If you answer all their questions before you finish your article/package/video, that’s when they’ll say your copy is too long. That’s when they’ll stop reading/listening/viewing.
In case you were wondering about that watermelon video Andrew mentioned earlier… (see what I did there?)
That’s all for tonight! I’ll be back tomorrow with more highlights. See you then!
Oh, and give me a shout in the comments, so I know you’re here 🙂
October 18, 2018
Good morning! We’re about to kick off our day with Ilise Benun, who is wonderful. I’ll also be interviewing her later today — and that interview will be posted here in a week or two… or three. It’ll be worth the wait. I promise.
Ilise says, marketing works best when you know exactly who you’re looking for, where to find them, and how to help them trust you.
The most effective content is content that addresses your clients pain points. In you content, show your prospects that you understand their pain points and know how to solve them.
One of the most effective ways to figure out your prospects’ pain points: Just ask… ask what their marketing challenges are and what they worry about.
Some ways you can build trust:
- Communicate regularly.
- Be clear about what’s possible — don’t agree to deadlines you can’t meet.
- Follow up and follow through
One way to use your content to build connections is to feature your prospects and your clients in your content.
And one last thing from Ilise… use curiosity and generosity as your guiding principles for content marketing.
Kevin Rogers of Copy Chief fame has taken the stage to talk about how to quickly hook your audience.
Kevin wants to give you permission to stop waiting around and start working. So simple. But so many of us wait until things are “just right” to get started… or rather we wait until we realize things will never be “just right” and then we get started. You don’t need to wait!
Become your best client first. As part of that, give yourself projects, so that you can see what it takes to complete a project… coming up with ideas, doing research, doing writing… doing the work. That’s what’s going to prepare you to deliver for your clients.
When you write copy, make sure before you begin writing, you know exactly what you want your reader to do by the time they finish reading.
Discover your Bat Signal Talent. It’s not the only thing you do… just the thing you do well and enjoy the most. Take what you want to do and combine it with experience you’ve already had to set you apart and give you personality and credibility… even if you’re just starting out.
Aaron DeHoog is on the stage. He’s sharing his secret to making $1 million next year. He’s got my attention… you?
When you write copy, it’s so important to get feedback from your fellow writers… and with today’s technology, it’s so simple to do that. Don’t skip this step.
Don’t think in terms of a single product. Start with an intro product that is inexpensive. But that’s where you begin the relationship. From there, you offer more and more to people who have already purchased.
The secret to successful copy is to tap into a big, compelling idea. If you get good at coming up with those, that is what will put you on the path to million dollar copywriting.
One trait of a good Big Idea is that it is something everyone has thought about already. You’re just articulating and confirming their belief.
By the time you finish writing your promotion, your audience should have a feeling akin to standing in front of a glass door with a pile of money behind it… and they need only open the door to claim their prize.
Two final notes from Aaron DeHoog, love what you write about and read Influence: The Psychology of Persuasion
Up next is Ryan Levesque, talking about using the ASK method to explode your income.
As a writer, your audience almost definitely sorts into natural segments. The first secret of the ASK method is to figure out those segments and speak individually to each one rather than trying to speak to them all with the same message.
When you ask your audience questions, as you review the answers, it’s a common mistake to focus on the wrong segment of the market. When you ask questions, you’ll get two kinds of answers. The short answers, which you’ll get a lot of, and the detailed answers.
You’ll get fewer of the detailed answers, but those answers are coming from likely buyers. And if you answer their questions in a product, you’ll see sales.
The detailed answers come from your hyper-responsive market. These are the passionate people. These are the buyers. And they often use different words than the larger audience. It’s critical to use those words in your copy so that you signal the audience that you get them, that you are one of them.
You can attract a lot of traffic through quizzes or assessments. They appeal to curiosity, desire, and the power of self-discovery. If you can promise to reveal something to your readers about themselves, that’s a winning strategy.
One final word from Ryan… when you see someone doing something that works, emulate before you innovate. Follow what they do exactly. Follow it all the way through before you start changing things up.
This afternoon, I’m doing one-on-one interviews with Ryan Levesque, Ilise Benun, Nick Usborne… and more. These will all be posted to Wealthy Web Writer in the coming weeks. But that does mean I’m talking a break from the updates for the afternoon.
In the meantime, post me your questions in the comments, and I’ll do my best to bring you answers from the top experts. Talk to you tomorrow!
October 19, 2018
Good morning, everyone!
Right now, Steve Slaunwhite is on stage talking about the best way to break into B2B.
The B2B sales process takes longer than a business-to-consumer sale. There are many steps on the buyer’s journey. Some of the things you might find yourself writing include:
- Email campaigns
- White papers
- Direct mail
- Case studies
- Social media
And that’s not an exhaustive list!
Steve notes there’s a trend in B2B for companies to prefer to work with writers who already have some knowledge in their industry.
You can leverage your background and experiences to capitalize on this trend.
Or you can deliberately learn about a specific area and begin marketing yourself in that space.
To determine if a niche is viable, make sure there are lots of companies in that niche, check that those companies are easy to find and reach, and look to see what kind of marketing they do — you want to see that they do a lot of marketing.
To become knowledgeable in a new niche, join associations, sign up for industry publications, and join the email lists of companies in that industry. Study what you find, and it won’t take long before you feel confident talking about and writing about an industry.
Steve underscores that the B2B opportunity is huge and pays well. Definitely worth a look.
Up next, Rebecca Matter and her fellow marketers are going to talk to us about what marketers want.
Jen Stevens (International Living) is talking about how important new ideas are. So often writers come to her with a slight variation on something they are already doing. That approach rarely works. But when a writer brings her a fresh new take, that’s more likely to go somewhere good.
Jon Stoltzfus is talking about what he looks for in a new writer. He looks for someone who is competitive. Someone who is driven to beat the current control. And someone who is not afraid to fail.
Sandy Franks is talking about how writing content for clients can evolve into writing lift notes which can expand into writing landing pages which can evolve into writing full-blown sales packages. Content is an easier break in with clients, so even if copywriting is your goal, learning to write content can be an important step in the path to getting there.
Once you’ve landed a client, you’re part of a team. The marketers want to help you succeed. So work closely with them. Send them questions. Get their feedback… and more importantly use it.
October 20, 2018
We’re moving into our final day of Bootcamp.
Yesterday afternoon, we had our Job Fair, which was amazing, and then a disco dance party… which was pretty wild.
But today, we’re all up, and ready to learn more about writing great copy!
Ben Settle is on the stage. He is a master at email.
He encourages you to email your list two times a day. The first time, tell your list an inspiring story. Then 12 hours later, tell them a hour story.
He’s seen this strategy turn entire businesses around.
When figuring out what to say in your messages — and how to land clients — Ben suggests asking them what’s not working for them. He’ll say, “I don’t know if I can help you, but let me know what’s wrong.” And then through their answer they give you the message you need to write for them and what you need to say to close the sale.
Heather Lloyd-Martin has taken the stage to talk to us about how we can increase our value as writers by learning a bit about search engine optimization.
SEO is basically a specialized kind of writing that contains key phrases… the phrases that people type into search engines. When you do this kind of writing for your clients, it helps them get found by their customers.
At its heart, SEO writing is easy-to-read, informative, and well-written.
One way to work in key phrases is to use questions about your key phrase in your subheads, and then answer those questions in the body copy.
There are a lot of ways to make money with SEO.
You could rewrite and optimize an existing product page…
You could write optimized blog posts…
You could go through a site and rewrite the headlines…
You could write a white paper or case study…
You could become an SEO strategist…
And that’s just a quick look.
Google is now encouraging publishers to give bylines to their authors, to link the bylines to an author’s bio, that links to the author’s site and social media.
That means as a writer you have more value and juice than ever.
It’s our last session, guys. I hope you have all had fun. And thank you so much for being along for the ride!
Right now, Pam Foster is going to share some of the success secrets of top-earning copywriters.
One thing that top-level writers do is they keep learning. So, when you’ve learned something, take that and then build on it. Practice foundational skills. Explore specialized skills. Test new ways of attracting clients. It’s a combination of learning and doing that really skyrockets success.
Top-level writers don’t wait for things to happen. They make things happen. They set timelines for accomplishing things, and they stick to them. They make connections. They market themselves. They keep after it, even when they are successful.
Pam is challenging the writers here to launch their business by January 1, 2019.
If you have yet to launch your business, I’d like to challenge you to join them. Share your launch date in the comments!
Bootcamp was awesome this year… and it was extra fun because I got to share some of my favorite moments with you.
On a final note, I want to share what some of the attendees had to say about connecting with other writers and what a difference that makes.
Thanks again for joining me this week!