Posts Tagged ‘copywriter’
Thursday, July 19th, 2012
Here are some more great jobs for you to check out:
Location: Melbourne
Summary:
If you like sports, this could be the perfect role for you – you would be working for Australia’s first ‘daily deals’ site for the sports industry, developing copy for the website.
View here.
Location: Sydney
Summary:
This 12 month contract for a global medical devices manufacturer will see you producing promotional and marketing materials.
View here.
- Job Title: Web Content Writer/Copywriter
Location: Brisbane
Summary:
This is short term assignment, and the job is in the job title! Great role for someone looking to make some quick money!
View here.
- Job Title: Online and Publications Coordinator
Location: Melbourne
Summary:
This role would see you working as part of a team to co-ordinate, write copy for and assist with editing for a range of online mediums, including websites, social media sites and mobile phone apps!
View here.
- Job Title: Digital Marketing (SEO, SEM & Social Media) Account Manager
Location: Melbourne
Summary:
This is a role with a ton of variety – as well as hands on SEO, email and marketing work, you would work one-on-one with clients to assist with their communications and marketing needs.
View here.
- Job Title: Cadet Journalist
Location: Melbourne
Summary:
This would be the ultimate kick-start for a career in journalism! Granted, it’s only for people who have a journalism degree, but we thought we should let you know about it, in case you suit the criteria!
View here.
- Job Title: Online Content Editor
Location: Melbourne
Summary:
This is actually a job for Seek, advertised on Seek! It would see you in a management role, running the online content section of their Seek Learning division, including writing and editing copy.
View here.
Tags: australian school of copywriting, Bernadette Schwerdt, business copywriting, copywriter, copywriting jobs, copywriting services
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Wednesday, June 29th, 2011
Bernadette Schwerdt
The Copywriting Coach
Offers, or incentives, are designed to make the customer choose you over another.
There are two types of offers – conditional and unconditional. We’ve looked at unconditional in the last blog - now let’s look at conditional offers.
This is when you have to buy something to receive the offer.
For example:
- If you sell bikes, a free bike helmet with every bike sold could be just what they need to choose you over the other bike store across the road.
- If you’re in the hotel venue business, why not offer a free wedding cake when they book their reception with you.
- If you sell flowers, why not include a box of chocolates with every order over $80.
You see, it’s the little things that count and by offering something that the competitors don’t, they’ll always choose you over the others – even if you’re more expensive.
Sometimes people just need a reason to go with your and giving them something for nothing, even something small and inexpensive, is what they need to help them make a decision.
If you’ve just started your business, or you’re already in business but are short of clients or leads to follow up, look out for my next blog. You’ll be amazed at how quickly you can build up your database from scratch.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more: http://copyschool.com/copy_courses/cat/)
3. One-Day Intensive Copywriting Course – Melbourne
Saturday, August 6, 2011
http://copyschool.com/OneDayIntensiveCopywritingMelb.html
Tags: advertising, advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, copywriting services, marketing
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Thursday, May 19th, 2011
 Bernadette Schwerdt
The Copywriting Coach
If you have a website, you really want your visitors to give you their email and name so that you can contact them later on. After all, there’s no point generating all that traffic and not being able to contact them.
But before we move on and show you how to get them to leave their name and email, let’s recap what we’ve covered so that you can get a feel for the process.We’ve:
- identified our target market
- stepped into their shoes so we know what’s important to them
- asked all the questions that they’d want answers to
- prioritized those questions in terms of their importance
- identified the key features and benefits of the product
- positioned the benefit so that it tells the customer what’s in it for them
- created a few headlines to choose from
The next step in writing great copy is to create a compelling offer that the customer will love that will inspire them to contact you.
They may not be ready to buy from you right now, but let’s get them to contact you at least so that you can start the conversation with them.
We all love something for free so why not offer something that’s cheap to provide, interesting to them but more importantly, relevant to their needs.
The best way to do that is to offer them something in return for their personal details.
Now it’s important to know that there are two types of offers – unconditional and conditional.
In this email, we’ll talk about unconditional offers – the ones where customers don’t have to buy anything to get the offer.
It could be as simple as a free trial, an eBook or a DVD.
For example:
- If you run stock market courses, a free seminar is a perfect way to get them to come along to find out more – a ‘try before you buy’ offer.
- If you sell real estate, send them an eBook on “The Top 10 Ways To Choose The Right Real Estate Agent.”
- If you’re a professional speaker, send your prospective client a DVD of a recent presentation you made at a conference so they can see you in action.
All you really want is for them to sign up with you so that you can contact them later and tell them more about what you do.
Having a free offer is the best way to do that.
In my next blog, I’ll demonstrate how Conditional Offers work and why they are equally, if not more, powerful.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more: http://copyschool.com/copy_courses/cat/)
3. One-Day Intensive Copywriting Course – Melbourne
Saturday, August 6, 2011
http://copyschool.com/OneDayIntensiveCopywritingMelb.html
Tags: advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, copywriting services, copywriting tips, marketing
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Thursday, March 31st, 2011
Bernadette Schwerdt
The Copywriting Coach
How many of us love following up with clients? Not many, right.
Here’s a quick, true story to show you how one phone-call generated $1000 in sales.
I had a call from a lady interested in enrolling in one of our copywriting courses.
She said she’d deposit the enrolment fee directly into our business bank account.
After a while, I noticed that this hadn’t happened. But like most people, I got caught up in other things and promptly forgot about it. When I did think about it, I just assumed she’d lost interest, got busy or chose not to do the course.
However, as I was going back through my diary, I found her number and decided I’d give her a call to follow up.
I left a message and she rang me back the next day.
Turns out she’d misplaced the account number which is why she didn’t enrol.
I gave the number to her over the phone – and voila, she’s now enrolled.
We’re both winners. She’ll get information at the course that will change her life and I have a new client.
What are you and your potential clients missing out on by you failing to follow up?
Tags: advertising, advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, copywriting services, marketing
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Friday, November 19th, 2010
From: Bernadette Schwerdt
The Copywriting Coach
We’re all pushed for time so if we can offer a quick solution to a problem, people will sit up and take notice.
Using the entertainment show as our case study, this is the type of headline you could use to promote that service:
Here’s A Quick Way To Make Your Students Laugh (While Covering The Curriculum Too!).
Here are a few other examples using other products:
This one’s to promote a web developer or SEO Copywriter:
Here’s A Quick Way To Drive Traffic To Your Site.
This one’s for cleaning products:
Here’s A Quick Way To Get Grass Stains Out In The Wash.
This one could promote baby experts:
Here’s A Quick Way To Potty Train Your Baby.
This one’s for naturopaths:
Here’s A Quick Way To Get Over A Head Cold – Naturally.
It’s even more effective when you add ‘easy’ to the formula:
Using our entertainment show as an example, you could have:
Here’s A Quick And Easy Way For You To Bring Fun And Laughter To Your Classroom.
This one’s for gyms:
Here’s A Quick And Easy Way To Lose Weight (And Still Eat What You Want).
This one’s for cook books:
Here’s A Quick And Easy Way To Cook Dinner For 10.
This one’s for mortgage brokers:
Here’s A Quick And Easy Way To Save For A Home Deposit.
I’ll be talking about one of the most widely used and most effective headline formulas in my next blog. Stay tuned.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more: http://copyschool.com/copy_courses/cat/)
3. One-Day Intensive Copywriting Course – Melbourne
Saturday, August 6, 2011
http://copyschool.com/OneDayIntensiveCopywritingMelb.html
Tags: advertising copywriting, Bernadette Schwerdt, copywriter, copywriting, copywriting coach, copywriting courses, marketing
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Thursday, October 7th, 2010
From: Bernadette Schwerdt
The Copywriting Coach
In our last blog, we looked at creating the features and benefits for an entertainment company. Now that this is done, it means we’re now up to the exciting stage of writing the first word of copy. And that would be copy for the headline, one of the most important aspects of any advertisement, brochure or webpage.
Can you see from the work you’ve already done how much research you need to do before you even start writing?
I always recommend you start with the headline because it’s the easiest part to write and it sets the scene for what the rest of the copy will say.
Now, you may or may not know but there’s a stack of headline formulas out there that you can use. Professional copywriters use them all the time – you’d be mad not to as they are already tried, tested and proven – and they save you hours of time and effort.
There are at least 19 of them but we’ll just cover a few of the most popular and successful ones here.
Here’s the first one:
The How To Headline:
This is by far the most popular headline.
Using our school entertainment show as an example, you could have:
“How To Entertain 300 Of Your Students At The Same Time In The Same Place For The One Low Price”
Here’s a few examples using other products:
This one’s to promote car dealers: How To Buy A Car Without Buying A Lemon.
This one’s for health and well being experts: How To Live To 100 And Love It!
Here’s one web developers can use: How To Set Up Your Website Without Spending A Fortune.
This one’s for financial planners: How To Choose A Financial Planner You Can Trust.
This one’s for online dating: How To Find Your Soul Mate Using Internet Dating.
How about this one for beauty therapists: How To Get Rid Of Unsightly Freckles.
Take a look at the next blog to get some more headline formulas and see how you can apply them to your business.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more: http://copyschool.com/copy_courses/cat/)
3. One-Day Intensive Copywriting Course – Melbourne
Saturday, August 6, 2011
http://copyschool.com/OneDayIntensiveCopywritingMelb.html
Tags: advertising, advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, copywriting courses, headlines, marketing
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Thursday, September 16th, 2010
Bernadette Schwerdt
The Copywriting Coach
Before you start writing any copy at all, you need to create the Features and Benefits List. To do this, you obviously need to know what features you have to work with and what the corresponding benefits are.
Looking at our case study from the last email, let’s take the ‘customization’ of the school entertainment show as a feature. How can we turn that into a benefit?
1. If the feature is: “We customize our show” then the benefit is:
“This show is age appropriate for grades 1 – 5 and it’s tied to the curriculum – so not only are the students being entertained, they’re learning as well. It’s guaranteed to make everyone satisfied.”
2. If the feature is: “It’s accredited by the Dept. of Education” then the benefit is:
“All our performers are police checked and our show is endorsed by the Dept. of Education.
This means that not only are you getting a great show but you can relax knowing that all the occupational health and safety requirements have been met too.”
3. If the feature is: “You get a free DVD containing snippets of our show” then the benefit is:
“Why take a risk with an unknown show?
Before you book us, watch what we do on our DVD and see how entertaining we really are.
Just email us and we’ll send you a free copy and you’ll see why 534 other schools have used us in the last 5 years. And there’s a money back guarantee too – if you’re not happy for any reason, you’ll get a full refund, no worries, no hassles.”
As you can see, I’ve bundled quite a few other benefits into the one statement – this is known as ‘stacking the benefits’ so that the customer feels like it’s just too good to be true – and compels them to do business with you.
The more features and benefits you have, the more raw material you have to work with. This means you can create lots of different versions and target all sorts of different target markets.
And remember, never promote just the feature. State the feature and then promote the benefit.
Take a peek at the next blog to see what we do next to create the all-important headline.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more http://copyschool.com/copy_courses/cat/)
Tags: advertising, australian school of copywritiing, Bernadette Schwerdt, copywriter, copywriting, copywriting courses, copywriting services, marketing
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Wednesday, August 25th, 2010
 From: Bernadette Schwerdt
The Copywriting Coach
In my last blog, we talked about the questions your clients ask (either out loud or in their head) before they will consider buying your product.
Once you’ve brainstormed all those questions, you have to think about what the most important questions are for the target market.
Copy generally has to be short and you can never fit everything you want in so you have to leave some stuff out. That’s why you need to know the ‘must have’ pieces of information versus the ‘would be nice to have’ pieces of information.
Now obviously the order of importance will vary with the target market but let’s say the product is an educational puppet show for primary school children. The target market is 25-year old female teachers, a few years out of college who teach grades 1-5.
Out of all the possible things you should include in the brochure, let’s take a punt and say that these are the most important questions (and therefore that’s the order in which you should address it in your copy):
1. How much will it cost ?
2. What grades is it suitable for: 1-3, 5-7?
3. Have the performers been cleared to work with children?
4. How many students can you perform for at any one time?
5. What size space do you need?
6. Is it customized for your school or is it ‘off the shelf’?
7. Is the show tied to an aspect of the curriculum?
8. Do you travel to regional centres and how much extra would it cost to come to us?
9. Do they have a DVD we can look at?
10. Can parents attend if they want?
When you know the order of what needs to be included you can work out what needs to be left in and what can be left out.
So, now that you’ve got the order right, let’s look at how you can start writing the actual copy.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more http://copyschool.com/copy_courses/cat/)
Tags: advertising, advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, marketing, target audience, target market
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Wednesday, August 4th, 2010
From: Ms Bernadette Schwerdt
The Copywriting Coach
Getting started with writing copy can be quite hard – there’s a blank computer screen in front of you and so many ways to go – so where do you start?
Well, here’s what I do. This is a multi-step process so I’ll take you through each step in detail and give you examples of how each one works.
To work out what I’m going to say I put myself in my customer’s shoes and I think of all the questions they’d want to ask if they needed my product.
Here’s what I mean.
Let’s say you’re in the business of providing entertainment shows to schools. The first question you have to ask is – who’s buying it? Chances are it’s the teacher (we’ll assume it’s a female) and maybe the principal needs to approve the choice and sign the cheque.
So the next question is: what questions would the teacher have about choosing and buying a show like yours (and let’s assume that she’s never had to buy a show like this before so she knows nothing about it)?
Let’s just brainstorm for a minute.
She’d probably ask:
1. Have the performers been cleared to work with children?
2. How many students can you perform for at any one time?
3. Do you have a DVD we can look at?
4. What grades is it suitable for: 1-3, 5-7?
5. Can parents attend if they want?
6. Is it accredited by the Dept. of Education?
7. Is it customized for your school or is it ‘off the shelf’?
8. Is there a money back guarantee?
9. What size space do you need?
10. How much will it cost?
11. Is the show tied to any aspect of the curriculum?
12. Do you travel to regional centres and how much extra would it cost to come to us?
And so on.
Check out the next blog to find out what we do next to promote an entertainment company like this.
Upcoming courses and events:
1. Copywriting: Writing For Profit
Gold Pack Home Study
Enrol Anytime
http://copyschool.com/writingforprofit.html
2. SEO Copywriting Home Study Course
Enrol Anytime
Introductory Special!
http://copyschool.com/IntrotoSEOandAdwordsHomeStudy.html
(Special Offer: Enrol in the Writing For Profit Gold Pack AND the SEO Copywriting Course and save heaps. To find out more http://copyschool.com/copy_courses/cat/)
Tags: advertising, advertising copywriting, australian school of copywriting, Bernadette Schwerdt, copywriter, copywriting, marketing
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Bernadette Schwerdt