Divine Write Copywriting Forum

You have to be able to prove that you can write the sort of stuff that your clients would be most interested in. So pick a client from your target market, and just write some copy as if you were writing for them. E.g. If you want to write brochure copy promoting real estate agents to prospective home sellers, pick one of your local agents, and just write some copy that you think would suit their needs.

Ask yourself all the same sorts of questions you'd ordinarily ask the client:

1. What is the objective of this copy?
2. What do you do?
3. Describe your brand. (e.g. Try to assign a personality to it.)
4. What is the call to action (i.e. what do you want the reader to do immediately after reading? Call you? Email you? etc.)
5. Who is your typical reader (e.g, brain surgeon, male, 30-45, professional, affluent, physically active)?
6. What problem / need / situation has caused the reader to read this copy?
7. How would your reader achieve their objectives without your offering? (e.g. “Without our software, they’d be required to print all of their forms, hand-write on them, get the customer to sign them, then scan the document, and manually file on the network. Our software automates this entire process and saves $1 on every document.”)
8. What are your overriding / strongest or most unique selling points?
9. What makes your delivery of this product / service better than your competitors'?
10. How long have you been in business?
11. Why should readers trust you?

Then write your first draft. If you have trouble, read a few articles (e.g. go to ) or buy some books on writing copy. A good place to start is 'The Adweek Copywriting Handbook' by Joe Sugarman (it's a little long-winded if you ask me, but it says some good things). Or 'Tested Advertising Methods' by John Caples (great for headlines).

Then, when you're done writing your first draft, pretend you're someone who's considering selling their home. Read the draft and see if you'd find it compelling enough to give the agent a call. Does the headline draw you in and make you read the first sentence? Does the first sentence make you read the second? Do you feel you'll get a lot of benefits out of dealing with this agent? Do you feel compelled to do the thing they're asking you to do?

If you feel that it's not compelling enough, then revise it. It may be that you're not targeting the needs of your audience well enough. Or you're not conveying the benefits of the agent clearly enough. Or it's too long. Or too short. Or the headline isn't quite there.

Once you have it how you think it should be, consider taking it to the actual agent. Ask them if they want to buy it. Assuming your copy's good, you'll find it much easier to convert prospects into customers this way, 'cos there's no risk for them. They can see the finished product in front of them, so they know they're not paying for something they may not like.

And if they don't want it, or can't afford your asking price, take it to another agent and see if they want it (with some minor changes). And if all else fails, you might consider posting it on . That's what I do with any good copy that just doesn't fly with clients.

After doing this a few times, you'll find you develop the knack for asking the right questions and writing the right way for clients. You'll also have some practice dealing with clients. And, of course, you'll have a few samples of client-ready (if not purchased) copy in your portfolio.

Anyway, hope this helps. Maybe someone else has some further suggestions.

Thanx a Million. You've been a great help.

Pleasure! Best of luck with it!