Rep in Demand Projects
Rep in Demand Projects
Rep in Demand Projects
Copywriting
Projects To Fire Up
Your Success
Instantly level up your value and income by
offering more of these copywriting services
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Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2. Keyword Research . . . . . . . . . . . . . . . . . . . . . . . . . 11
9. Banner Ad or Text Ad . . . . . . . . . . . . . . . . . . . . . . . . 32
12. Microsite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
13. Article . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
–1–
19. Press Release . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
26. E-Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
27. Testimonial . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
30. E-Newsletter/E-Zine . . . . . . . . . . . . . . . . . . . . . . . . 95
–2–
42. Company Description: Google My Business, Review Sites, Directories . 132
–3–
65. TV Commercial Script . . . . . . . . . . . . . . . . . . . . . . . 204
–4–
Introduction
Businesses, large and small, are desperate to keep up with changing technology
and new strategies to sell their products and services in a highly competitive
environment, both online and offline.
B2B e-commerce alone is a $6.64 trillion industry1 — and these companies need
copywriters. They need you. ASAP.
Whether you’re just starting out as a copywriter, or you have experience and
want to take your freelance business to the next level, this report will help you
take advantage of the tremendous opportunities available to you right now.
Each year, American Writers & Artists Institute (AWAI) produces the State
of the Industry Report — AWAI’s Copywriting Pricing Guide as an update on
current research and trends in the marketing industry.
This special report is a master plan and quick-start guide to your next well-
paying project or client… or your first, if you’re just starting out.
–5–
You’ll find comprehensive overviews and examples for each of the top 80
copywriting projects, along with the most up-to-date fee ranges from the
pricing guide.
What it is
With this guide, you can choose which lucrative projects you want to pursue
and plan how much money you can make as you chart your path to the
unlimited freedom of the writer’s life.
As you develop your specialty and expertise with one project or a package of
services, you’ll discover one assignment often leads to many more with the
same client...
Especially if you start with Key Message Copy Platforms, Search Engine
Optimization (SEO), Site Content Audits, or Consulting Services, where each
project offers you an opportunity to provide analysis and a report/proposal with
suggestions for more effective content and processes.
Why would your clients hire anyone else to take the recommended action to
get results?
You can offer one or more projects each month (social media, email, blogging,
and e-newsletter projects, for instance) on a retainer agreement, working with
one client or several. With steady, reliable income on contract month-to-month
or week-to-week, you’ll never be bored or broke!
–6–
YOUR CALL TO ACTION?
Grow your business with
these five easy steps:
–7–
1
Site Content Audit and Report
Boost search engine rankings and conversions by finding gaps and opportunities
in website content.
$1,000 to $2,500
What It Is:
• A comprehensive analysis and diagnostic report of a website’s user-
friendliness and effectiveness across all elements and pages of the
site — how the copy reads, flows, and guides site visitors.
–8–
What the Project Involves:
• Begin with a thorough review of the client’s existing website and
competitive analysis, using a step-by-step process and checklists.
–9–
Example: Site Content Audit
– 10 –
2
Keyword Research
Identify top keyword opportunities in Google and other search engines on
specific topics.
$500 to $1,500+
What It Is:
• Keyword research is the essential first step of the Search Engine
Optimization (SEO) process.
• Keywords are the specific words and phrases a target audience types
into Google and other search engines when searching for answers,
solutions, and products to satisfy their immediate needs and interests.
– 11 –
Why It’s Popular With Clients:
• Businesses are acutely aware they need to use the right keywords
and placement strategies in order for their website to be displayed in
Google search results and connect with their customers.
– 12 –
Example: Keyword Research
– 13 –
3
Key Message Copy Platform
Get top results across multiple marketing channels with a
“master messaging roadmap.”
$3,000 to $7,500
What It Is:
• A core business document (usually 12 to 15 pages) that contains
all the relevant marketing messages and selling statements about a
product or service.
– 14 –
Why It’s Popular With Clients:
• Most businesses live in a constant state of emergency when it comes
to marketing. They’re constantly scrambling to come up with new
promotions and hit deadlines, all while staying consistent with their
messaging.
• With all the product details organized in one place, your clients can
quickly pull together marketing materials that deliver a consistent,
effective sales message across all channels.
• In many cases, writing the Key Message Copy Platform will lead to
multiple future projects, as your client will need someone to write the
promotional materials — that someone should be you!
Featured in:
– 15 –
Example: Key Message Copy Platform
COT Corporate
Company Naming
Since our first draft of the platform, the Company has decided on a name change
to COT Corporate Changing the Company name is a news event. So it should be
noted that changing to COT Corporate is still a great chance to make rebranding
the Company into a media event with press releases, etc.
A tighter variation of the above idea. This is concise and it stresses a financial
benefit.
I like this one. It’s simple and short and stresses a huge benefit, and it doesn’t
use any words that are already in the company name
– 16 –
4
Home Page Content: SEO and
Sales-Conversion Copy
Set the stage for a great website experience that prompts conversions.
$1,500 to $3,000
What It Is:
• The home page of a website welcomes visitors, differentiates the site/
service from all others in the category, and provides highly useful
information with links to other pages on the site.
– 17 –
Why It’s Popular With Clients:
• Your clients know they must make an instant “great impression”
online and appear at the top of search engines to survive.
– 18 –
Example: SEO Home Page Content for a
Local Business
Primary keyword: veterinary hospital Davidson, NC
– 19 –
5
Category Page Update: SEO
and Sales-Conversion Copy
Rewrite the main category pages of a website, such as About, Services,
and Subscribe.
What It Is:
• Typically, category pages are second-level web pages presenting core
information about the business, including About, Services, Contact Us,
and Subscribe.
• Category pages are usually listed in the main menus and navigation
bar on the home page.
– 20 –
Why It’s Popular With Clients:
• A fully optimized website, with great sales copy and a user-friendly
flow in place, is critical for businesses to connect with customers.
– 21 –
Example: SEO Category Page Update
Primary keyword: pet surgery davidson (and variations)
– 22 –
6
Product Page Update: SEO
and Sales-Conversion Copy
Generate more traffic and sales for each specific product or service.
What It Is:
• Analysis and optimization of a page (or pages) on the website
designed to sell a specific product or service.
• Product pages are your client’s online catalog and link directly to the
order page or shopping cart.
• Prospects arrive on the product pages from links on the home page,
in other content, or from landing pages and advertisements, to find
more detailed information and a persuasive closing presentation with
a strong call to action.
– 23 –
Why It’s Popular With Clients:
• Product pages lead directly to the cash register of the website.
– 24 –
Example: SEO Product Page Update
Primary keyword: cat condo
– 25 –
7
Order Page/Shopping Cart
Sequence
Reduce abandon rates by ensuring the checkout process is clear and easy for
the customer to follow without too many steps.
$400 to $800
What It Is:
• The order page is where the money comes in. It’s where customers
complete the sale.
– 26 –
Why It’s Popular With Clients:
• The order device (online or offline) can make or break the sale — and
even generate additional revenue by including other related offers.
• Make sure the order form is clean, uncluttered, and easy to follow, so
the prospect doesn’t abandon the sale out of frustration or confusion.
– 27 –
Example: Order Page Copy
– 28 –
8
New Page: SEO and
Sales-Conversion Copy
Use professional, compelling copy for all new products and services.
What It Is:
• As your client’s business grows, and they want to introduce new
products and services to their customers, they’ll need new web pages.
• New pages must be easy to find, search engine optimized, and written
to drive online business leads and sales.
• Effective copy is needed for six basic types of web pages within the
overall website structure: home pages, category and content pages,
product pages, sales and order pages, landing pages, and subscription
pages.
– 29 –
Why It’s Popular With Clients:
Businesses know their websites are a major source of commerce.
In today’s constantly evolving online environment, your client’s web
presence must be dynamic. It must be constantly updated with new
information for optimal performance.
• All new pages of the website must be optimized with keywords and
phrases in titles, meta-tags and descriptions, headlines, subheads,
and content.
– 30 –
Example: SEO Content for a New Web Page
Primary keyword: virtual assistant
– 31 –
9
Banner Ad or Text Ad
Drive the most visitors to specific discounts or other promotional pages.
$250 to $1,000
What It Is:
• These ads are the classifieds and display ads of the Internet.
• Banner ads and text ads are used on websites, search pages,
directories, blogs, newsletters, and e-zines.
– 32 –
What the Project Involves:
• These ads are short, challenging, and fun to write. And, considering
the time it takes to write one — usually less than two hours — this
type of project pays very well.
• Don’t assume the reader knows to click on the ad. Make sure you
have a clear, specific, and urgent call to action, i.e. “CLICK HERE” OR
“VISIT NOW.”
– 33 –
Example: Banner Ads
– 34 –
10
Online Sales/Landing Page
for a Single Promotion
Generate sales with a full sales promotion online, which can often be dozens of
scrolling pages long.
What It Is:
• A tightly focused web page with a particular audience in mind,
designed to sell a specific product or service.
• Landing page has one clear call to action, with no other distractions,
options, or menu choices.
• The main goal is to keep the prospect on the landing page until they
decide to take the desired action — make a purchase, subscribe to a
newsletter, etc.
– 35 –
Why It’s Popular With Clients:
Landing-page copy that contains targeted and focused messaging
results in higher response rates and increased conversions, generating
more sales.
• Complete the “sale” — finish the story, provide new info or additional
details, promote features and benefits, and end with a clear and
specific call to action with a sense of urgency.
– 36 –
Example: Online Sales Page Copy
Note: This sales page is several scrolls long. We’re showing just the first
page here.
– 37 –
11
Lead-Gen Landing Page
This short-copy “squeeze” page can bring in massive leads, building a list of
prospects for future sales.
$500 to $1,500+
What It Is:
• A short, single-focus web page designed to bring in leads through a
compelling offer.
• A landing page has one clear call to action, with no other distractions,
options, or menu choices.
– 38 –
Why It’s Popular With Clients:
• Lead-gen landing pages can bring in a high volume of prospects who
are perfect candidates to buy the client’s product or service.
• Once the client has the prospect’s email address, it’s easy to follow up
with enticing offers to buy.
• Restate the promise and its benefits, with urgency to sign up now.
End with a clear and specific call to action to provide an email address
so they get the freebie.
– 39 –
Example: Lead-Gen Landing Page Copy
– 40 –
12
Microsite
Boost sales on a super-specific website consisting of 2 to 5 pages.
$3,000 to $7,000
What It Is:
• A mini-website built around a specific marketing campaign,
promotion, or event.
– 41 –
Why It’s Popular With Clients:
• Catchy and fun marketing copy has proven to be effective with
prospects and customers.
– 42 –
Example: Microsite
Note: This event microsite is several scrolls long. We’re showing just the
first page here.
– 43 –
13
Article
Drive SEO traffic to a website by providing helpful content that’s
1,200 to 2,000+ words.
$250 to $1,000
What It Is:
• “Edu-marketing” content — educational and informative, related to an
industry, product, or service, but not directly promotional.
• Articles may also be considered “help, not hype” content and often
contain “how-to” information or “best of” roundups.
– 44 –
Why It’s Popular With Clients:
• Generates higher readership than most other forms of marketing
communications.
• Hooks readers with a catchy headline to draw them into the article
and then tell a story.
• Articles are easy and fun to write, generally 1,200 to 2,000+ words.
(The more words, the better the search ranking, according to Google.)
– 45 –
Example: Article
Primary keyword: dog barking
– 46 –
14
Editorial Piece for a
Newsletter
Engage newsletter subscribers with helpful content, about 600 to 800 words.
$200 to $500
What It Is:
• News, tips, insider secrets and other hot topics are popular with
newsletter subscribers.
– 47 –
Why It’s Popular With Clients:
• 83% of business-to-business (B2B) marketers use e-newsletters for
content marketing because of readership and return on investment
(ROI).3
• Articles are easy and fun to write, generally 600 to 800 words, and
are often ghost-written from the expert’s voice.
– 48 –
Example: Editorial Piece for a Newsletter
– 49 –
15
Blog Post
Single, topic-specific blog posts, written for readers and SEO, generally 300 to
1,000 words.
What It Is:
• An ongoing account of information, opinions, tips, best practices, and
other ideas.
– 50 –
Why It’s Popular With Clients:
• Businesses are able to fuel their SEO efforts by providing timely and
relevant information for their customers.
– 56% of marketers who leverage blogging say it’s effective, and 10%
say it generates the biggest return on investment.
– Short articles ranked third in B2B content assets that generate best
results.
• Generally blog posts are 300 to 1,000 words, optimized for search
engines with strategic keyword use.
• Takes a few days to research, write, get approvals, and post online.
Let’s Write!
– 51 –
Example: Blog Post
– 52 –
16
Blog Editorial Calendar
and Post Series
Continuously generate new traffic with a mapped-out plan of ongoing,
strategic posts.
What It Is:
• The secret to a popular blog is to create an editorial calendar (on
paper or online) for planning and organizing topics and content.
– 53 –
Why It’s Popular With Clients:
• An organized content strategy, plan, and schedule can generate as
much as 30% more traffic for every post.
• Important piece in your marketing and pricing — you get paid for
research and thoughtful planning to determine the schedule.
– 54 –
Example: Blog Editorial Calendar
Source: http://www.makeuptalk.com/wp-content/uploads/2011/03/blog-
calendar.png
– 55 –
17
Pillar Post
Establish your brand as the authority with an all-encompassing guide on your
specific subject, written for readers and SEO, typically 4,000 words or more.
What It Is:
• A pillar blog post (also sometimes referred to as “cornerstone
content”) is designed to establish a brand as the authority on a
subject.
• Pillar posts are long blog posts — 4,000+ words — that typically are
the “definitive guide” or “ultimate guide” to a specific subject.
• Pillar posts are designed to be a complete resource and answer all the
questions a reader may have about the subject.
• Pillar posts rank well in search, so they also are used as part of a
company’s SEO strategy to bring organic traffic to a website.
– 56 –
Why It’s Popular With Clients:
• Because of their evergreen content and extreme usefulness, pillar
posts continue to bring new visitors to a website. And new visitors
mean new potential customers and the chance to close more sales.
• Pillar posts establish credibility and expertise for the company, which
earns prospects’ trust more quickly.
• SEO results of pillar posts are measurable so clients can see that
they’re working.
• Takes several days to fully research, write, get approvals, and post
online.
– 57 –
Example: Pillar Post
– 58 –
18
“How-to” Guide or Tour
Provide a helpful guide that explains how a product, service, or website works.
$500 to $1,000
What It Is:
• Step-by-step, detailed explanation, tutorial, or guided tour on a
website.
– 59 –
Why It’s Popular With Clients:
• Makes it easier for visitors to navigate their website, which helps
convert them from prospects to customers.
• Customers are more likely to spend time and money with a business
or website they get to know, like, and trust.
– 60 –
Example: “How-to” Guide/Tour
– 61 –
19
Press Release
Get attention from the media and drive additional website visits.
$500 to $1,000
What It Is:
• A press release is a marketing communications strategy to get media
attention and/or to generate favorable publicity.
– 62 –
Why It’s Popular With Clients:
• By publishing favorable news and current events on their website, it
creates an SEO boost and promotes their business.
• Just the facts! (What’s the story, and why does it matter?)
– 63 –
Example: Press Release
– 64 –
20
Long-Form Video Sales Letter
(VSL) Script
Promote a product or service through an online sales video script that may be
20 to 45 minutes long.
What It Is:
• A video sales letter (VSL) is a type of online advertising that presents
a long-form, persuasively written sales promotion in the form of a
video on a landing page.
– 65 –
Why It’s Popular With Clients:
• Skillfully converting a sales letter to a successful VSL can double,
even triple response.
• A successful VSL can generate big revenue for clients. (And big
royalties for copywriters!)
– 66 –
Example: Video Sales Letter
View the entire VSL here: https://www.awai.com/p/is/cop-vid/
– 67 –
21
Short Online Video Script
Write copy for a 1- to 5-minute video used as an “explainer,” demo, how-to,
case study, testimonial, or short VSL.
$500 to $1,500+
What It Is:
• A short online video helps companies demonstrate products, offer
“how-to” tips, and engage prospects with personal testimonials or
case studies.
– 68 –
Why It’s Popular With Clients:
• Video gets results! HubSpot reports 88% of video marketers report a
positive return on investment from video. 83% say video has helped
them generate leads. 93% got a new customer because of a video on
social media. 2
• The typical script is 100 to 750 words max (40 seconds to 5 minutes).
– 69 –
Example: Short Online Video Script
– 70 –
22
Podcast Script
Write a captivating script for a digital audio program.
What It Is:
• An effective podcast is an informative and entertaining “program” on
digital audio.
• Podcasts create ongoing interest, and the recurring format builds the
relationship between a brand and its audience. Listeners subscribe to
a podcast, similar to a blog or newsletter.
– 71 –
Why It’s Popular With Clients:
• Podcast apps (such as Spotify, Apple Podcasts, Google Podcasts, etc.)
expose content to thousands of potential listeners for free. Audio
search engines increase reach and grow audience.
– 72 –
Example: Podcast Script
Source: http://9techedwhms.weebly.com/uploads/1/0/8/8/10882111/
audio_script_template.pdf
– 73 –
23
Frequently Asked Questions
(FAQs)
Answer common questions asked by customers (great for SEO).
$500 to $1,000
What It Is:
• An organized collection of questions and answers prospects and
customers frequently ask about a company, product, or service,
generally in the areas of “how it works,” technical support, customer
service, and sales.
– 74 –
Why It’s Popular With Clients:
• FAQ pages are SEO-friendly, because of the frequent repetition of
keywords and phrases throughout the content, which places them at
the top of search results.
• Customers are happy when they can find immediate answers to their
questions online.
• Your client can usually provide the most common questions and
concerns the company receives, or they’ll put you in touch with
Customer Service or Technical Support for the information you need.
– 75 –
Example: FAQ Page
Primary keyword: organic gardening (and variations)
– 76 –
24
Case Study/Customer
Success Story
Offer problem-solution-outcome stories featuring a product or service,
usually 2 to 3 pages and 800 to 1,200 words.
$1,200 to $2,000
What It Is:
• A case study is a problem-solution-outcome story, often written in a
narrative style, to demonstrate how a company’s product or service
helped a customer.
• Case studies are used in the marketing cycle as social proof and
validation of the effectiveness of your client’s product or service.
– 77 –
Why It’s Popular With Clients:
• Businesses have caught on to the effectiveness of case studies in a
big way, both in B2C and B2B marketing. Demand for these pieces
has never been higher.
– 78 –
Example: Case Study
– 79 –
25
White Paper (aka Special
Report)
Attract email sign-ups and new leads with valuable, downloadable reports that
provide study findings, new procedures, and more. Usually 5 to 10 pages.
$2,000 to $10,000
What It Is:
• A 5- to 10-page informational report that defines a business or
technical problem and presents a new or better solution to that
problem.
– 80 –
Why It’s Popular With Clients:
• Your clients need white papers to introduce and explain their products
and services as SOLUTIONS to their prospects’ urgent problems, and
to persuade them to purchase from their company, instead of from
the competition.
– 81 –
Example: White Paper
– 82 –
26
E-Book
Provide highly useful information to customers via electronic guides.
$2,000 to $7,000
What It Is:
• An e-book (electronic book) is a digital format designed specifically to
be read on a computer, tablet, or e-reader (handheld device).
– 83 –
Why It’s Popular With Clients:
• Maximum impact in a reputable and easy-to-access format.
– 84 –
Example: E-Book
– 85 –
27
Testimonial
Generate strong, “real-world” credibility for products and services.
$500 to $800
What It Is:
• An unbiased, accurate point of view from a source other than the
company.
– 86 –
Why It’s Popular With Clients:
• DigitalMarketer reports testimonials boost conversions by as
much as 33%.7
– 87 –
Example: Testimonial
– 88 –
28
Autoresponder/
Funnel Emails (Series)
Deepen customer relationships and/or drive follow-up purchases.
What It Is:
• Also called sales or marketing funnels — an autoresponder series is
sent in response to a prospect subscribing to an email list, submitting
an inquiry, or making a purchase.
– 89 –
How It’s Used:
• As automated marketing and follow-up, it continues the conversation
with prospects or customers.
• Usually, all emails in the series lead to one main goal or action.
Urgency increases with each email sent. The series ends once the
desired action is taken.
• You’ll write factual and engaging copy to start, and maintain the
conversation in a consistent manner to encourage the reader to take a
desired action.
– 90 –
Example: Autoresponder Email
– 91 –
29
Stand-Alone Email
Reach out and grow sales with special promotions, invitations, and more via
targeted email messages.
$250 to $2,000
What It Is:
• Short, conversational email that engages a reader and shares more
information about a product or service.
– 92 –
Why It’s Popular With Clients:
According to studies reported by Oberlo:8
• Subject lines must be clear and relevant to achieve the primary goal
of getting the message opened.
– 93 –
Example: Stand-Alone Email
– 94 –
30
E-Newsletter/E-Zine
Maintain customer loyalty with regular issues filled with tips and offers.
What It Is:
• A daily, weekly, or monthly newsletter sent via email from a company
to their customers and prospects to build and maintain relationships.
– 95 –
Why It’s Popular With Clients:
• Cost-effective marketing — provides measurable results and high ROI.
• Can generate thousands of extra dollars per month for your client.
– 96 –
Example: E-Newsletter
– 97 –
31
Pay-Per-Click (PPC)/
Adwords Campaign
Break through the search engine clutter and drive traffic to specific online sales/
landing pages.
What It Is:
• A form of online advertising in search engines, where advertisers pay
the placement company a fee every time their ad is clicked, and the
user is taken to a specific website or landing page.
– 98 –
Why It’s Popular With Clients:
• PPC produces immediate results. It can be monitored in real time, so
you can see the response rate and activity as it’s happening.
• It’s less expensive and more flexible than other forms of advertising.
– 99 –
Example: Pay-Per-Click Ad
– 100 –
32
Complete Website Re-Design
with Copywriter Overseeing
Content Flow
Ensure excellent usability, SEO, and messaging in a website re-design (separate
from page writing).
What It Is:
• A comprehensive overhaul of a client’s entire website, focusing on
copy and content.
• You’ll analyze and re-design the messaging and flow across all
existing pages of the website to create a cohesive and effective user
experience.
– 101 –
Why It’s Popular With Clients:
• An updated, fully optimized website can be the difference between
success and failure in today’s business economy.
• You’ll get to know your client through interviews, tours, and extensive
research to identify what makes the company or organization
different, and to determine the overall messaging and re-positioning.
• You’ll also work with the web team to make sure the content is
presented in the way you intend for best results.
– 102 –
Example: Complete Website Re-Design
Before
After
– 103 –
33
In-Person Training for
Staff Writers
Coach your client’s in-house team one-on-one on the best copywriting
and SEO practices.
What It Is:
• Teaching copywriting fundamentals to staff writers, one-on-one.
– 104 –
Why It’s Popular With Clients:
• Can be more cost-effective for a large company that has an in-house
writing and marketing team.
– 105 –
Example: In-Person Training Agreement
[YOUR LETTERHEAD]
Dear Jack,
– 106 –
34
Presenting to Other
Company Employees
Make sure your client’s employees understand how to apply customer-friendly
copywriting techniques to the company’s messaging across all channels.
What It Is:
• Presenting copywriting fundamentals to a larger group of employees
from different departments.
– 107 –
Why It’s Popular With Clients:
• Can be more cost-effective for a large company with a lot of different
departments and employees who regularly create content for various
purposes.
– 108 –
Example: Agenda for Company Presentation
– 109 –
35
Training Video Script/Tutorial
Help customers use a website service or complete a task.
$500 to $3,000
What It Is:
• Also known as a tutorial, an online training video helps customers use
a website service or complete a specific task.
• Customers who successfully engage with the product and begin using
it right away are less likely to demand returns or refunds.
– 110 –
What the Project Involves:
• You’ll conduct research, interview experts, and test the product or
service, so you can successfully communicate usage information to
customers.
– 111 –
Example: Training Video Script
– 112 –
36
Teleseminar/Webinar Script
Ensure a smooth, successful presentation with a great script and slides. Content
only. Design not included.
$1,500 to $3,000
What It Is:
• Most call-in and online seminars (webinars) lead to one thing: a sale.
The presentation itself can be in the form of a “talking” promotion
(voice over PowerPoint slides or handout), an interactive format, or a
live video or audio presentation.
• You’ll write the script, whether it’s Q&A, a list format, outline,
interview, or a slide presentation.
– 113 –
Why It’s Popular With Clients:
• It works! Generates hot leads, drives traffic, and closes sales.
• Always close with a strong, clear, and specific call to action with a
sense of urgency. Make it easy for the listener or viewer to take action
immediately.
– 114 –
Example: Teleseminar/Webinar Script
Source: https://blog.spinweb.net/a-sample-webinar-script-and-agenda-
for-businesses
– 115 –
37
Survey Wording
Get the most useful feedback from customers through great questions.
$500 to $1,000
What It Is:
• A survey provides feedback about products and services that can be
used to create compelling arguments, powerful headlines, teasers,
and motivating testimonials in future promotions.
– 116 –
What the Project Involves:
• When designing a survey, start with the prospect/customer, not the
product.
– 117 –
Example: Survey
– 118 –
38
Competitive In-Depth
Analysis
Set the company apart from competitors with a detailed copy review.
$1,000 to $2,000
What It Is:
• Your client needs to know what the competition is up to, in order
to strengthen their own Unique Selling Proposition (USP) and
continuously fine-tune their copy and messaging.
– 119 –
What the Project Involves:
• You’ll do a periodic review of key competitors’ websites and
performance analytics.
– 120 –
Example: Competitive In-Depth Analysis
– 121 –
39
Social Media Setup
Create an inviting page with robust ABOUT content, etc.
What It Is:
• The top social media platforms in 2022 include Facebook, Instagram,
Pinterest, LinkedIn, Twitter, and TikTok.
– 122 –
Why It’s Popular With Clients:
• Emerging technology is quickly becoming an essential part of any
business strategy.
• Your clients recognize the competitive edge that results from a strong
social media presence.
– 123 –
Example: Social Media Setup
– 124 –
40
Social Media Management:
Facebook, Twitter, and More
Consistently grow social media presence with posting/monitoring 1-2 hours/
day, 5 days/week.
What It Is:
• Managing a company’s social media presence — including posting,
monitoring, updating, responding, and participating on a daily basis
— with the intent to grow the audience, generate leads, facilitate
community participation, and increase sales and revenue.
– 125 –
Why It’s Popular With Clients:
• It’s where consumers spend their time and attention. As of 2021,
84% of the U.S. population uses at least one social media network,
and the number of active social media users worldwide is 57.6% of
the population.8
• Your clients know they need to have a social media presence so they
can build their audience and generate sales. But many don’t have the
time, knowledge, or desire to keep up with the constant changes or
manage social media on their own.
– 126 –
Example: Social Media Management
This Hootsuite image depicts a tool that you can use to easily view and
manage conversations on behalf of a company across multiple social
networks.
Source: https://www.hootsuite.com/platform
– 127 –
41
Social Media Ad Campaign
Attract likes, shares, and conversions with super-targeted social ads on
Facebook, Instagram, LinkedIn, etc.
What It Is:
• A rapidly evolving form of online advertising on social media, where
advertisers pay to place ads as “sponsored content” to generate clicks
and drive traffic to websites or landing pages.
• You’ll write the ads and manage campaigns to generate leads and
revenue.
– 128 –
Why It’s Popular With Clients:
• Social media advertising is the leading paid content distribution
method in North America as of July 2020, and 83% of B2B marketers
are using social media advertising to connect and engage with their
target audience.9
• Less expensive and more flexible to turn on and off than other forms
of advertising.
• You’ll write creative ads to get attention, get the click, and convince
the prospect to take immediate action.
– 129 –
Example: Social Media Ad
– 130 –
Source: https://www.facebook.com/ads/library
– 131 –
42
Company Description:
Google My Business,
Review Sites, Directories
Make sure customers choose your client in Google+, Yelp, Angie’s List, and
others.
$25 to $500
What It Is:
• You’ll write the company profile — the basic information, or “elevator
speech” about your client that can be used in any context to
consistently describe the business quickly and succinctly.
• In some cases, you’ll write two sentences or less for the company bio
or description — on Twitter, for example, you only get 160 characters
for a bio.
– 132 –
Why It’s Popular With Clients:
• Your clients need to put their best foot — or marketing message —
forward in any context and every situation.
– 133 –
Example: Company Description
– 134 –
43
Chatbot
Develop scripts for automated customer service chatbots to respond to common
inquiries.
$2,000
What It Is:
• A chatbot is the automated version of a person-to-person chat using
pre-programmed messages.
– 135 –
What the Project Involves:
• Most chatbot scripts are a total of 300 to 500 words.
• You design the flow of the conversation with options based on the
user’s choices to deliver a “choose your own adventure” type of
experience for your client’s customers and prospects.
• You deliver the script with the options mapped out to your client, and
someone else is responsible for programming and implementation.
– 136 –
Example: Chatbot
– 137 –
44
User Experience (UX)
Copywriting
Help users navigate a site or app while making every touchpoint with the user (from
product and order pages to transactional emails) purposeful and user-focused.
What It Is:
• UX copywriting is about making a genuine connection with the reader,
building trust by helping them achieve what they want most, and
maintaining that relationship by making sure they’re always thrilled
with their experience.
– 138 –
Why It’s Popular With Clients:
• Customers are increasingly expecting — and demanding — a good
user experience, so providing it gives companies a competitive
advantage.
• Writing copy that’s less about “selling” something and more about
connecting with and helping the reader in fun, creative, and impactful
ways.
– 139 –
Example: UX Copywriting
– 140 –
45
Direct Mail: Sales Letter
Package
Write persuasive copy for all elements of a printed sales promotion that is
mailed to prospects inside an envelope.
What It Is:
• A direct-mail sales letter package is a printed promotion for a product
or service sent to prospects through the mail (postal service) inside
an envelope.
– 141 –
Why It’s Popular With Clients:
• Despite the proliferation of the Internet as a way to reach new prospects
and build the relationship with existing customers, marketers still send
out tons of letter packages, because they’re still highly effective.
• Data & Marketing Association (DMA) research shows that direct mail gets
a 9% average response rate, and not only does it get a direct response,
direct mail also drives further engagement online 92% of the time.12
• Direct mail also has a 29% ROI, behind email (at 124%) and social media
(at 30%) but ahead of paid search (23%) and online display (16%).13
– 142 –
Example: Direct-Mail Sales Letter Package
Source: http://www.whosmailingwhat.com
– 143 –
46
Direct Mail: Lead-Generation
Package
Write persuasive copy for all elements of a printed lead-generation promotion
that’s mailed to prospects inside an envelope.
$1,500 to $5,000+
What It Is:
• Similar to a direct-mail sales letter package (Project #45) in its
components, a lead-gen package has a very different purpose.
– 144 –
Why It’s Popular With Clients:
• Direct mail stands out as a much less-cluttered channel and can leave
a more lasting impression with potential leads.
– 145 –
Example: Lead-Generation Package
This direct-mail package is for prospects to become leads for a reverse
mortgage. The offer is a free guide.
Source: http://perezworks.com/portfolio/reverse-mortgage-lead-
generation-direct-mail
– 146 –
47
Direct Mail: Renewal/
Retention Series
Write copy for a promotional campaign focused on getting current or former
customers to reorder a product or service from a company.
$1,500 to $2,500+
What It Is:
• A direct-mail renewal/retention campaign is a series of printed letters
or package inserts that are used to retain, renew, or upgrade current
or former subscribers/members, or to persuade current or former
product buyers to reorder.
– 147 –
Why It’s Popular With Clients:
• With an appealing reminder and incentive, current customers are
more likely to extend their subscription, purchase additional products,
or upgrade their service.
– 148 –
Example: Direct-Mail Renewal Series
Source: http://malwarwick.com/services/acquisition-renewals-appeals/
– 149 –
48
Direct Mail: Magalog Self-
Mailer
Write a multi-page printed sales promotion, presented in the form of a
magazine or catalog, that’s mailed directly to targeted lists.
What It Is:
• Magazine + catalog = “magalog” — a piece of direct mail that looks
more like a magazine or catalog than a sales letter. A magalog is
typically 24 to 36 pages and mails by itself instead of inside an
envelope.
– 150 –
How It’s Used:
• This is a sales promotion in a magazine/catalog format, packed with
“secrets,” success stories and more. It is mailed to targeted lists to
generate sales.
• You should understand the flow of a magalog and why copy is used as
gateways — and how to arrange the front and back covers.
• A winning magalog can be very lucrative — you can earn royalties for
years, as your client continues to use it in the mail.
– 151 –
Example: Magalog Front Cover and Inside
First Page
– 152 –
– 153 –
49
Direct Mail: Newsletter-Style
Self-Mailer
Grow leads, sales, memberships, etc. with an engaging, single piece that has
the look and feel of a newsletter.
What It Is:
• Direct-mail sales promotion in the format of a newsletter that’s sent
as a single folded, tabbed piece.
• May also be in the form of an oversized “tabloid” and have the look
and feel of a small newspaper.
– 154 –
Why It’s Popular With Clients:
• The longevity of a newsletter-style self-mailer means you can
continue getting sales for a longer period of time. This “tail” of orders
and subscriptions can often make the difference between success and
failure.
• You’ll need to work more heavily with a graphic designer. The designer
will help work through the elements needed. You will need to write
more “sidebar” articles — little snippets of copy that are used as
gateways into the flow-through sales letter.
– 155 –
Example: Direct-Mail Newsletter-Style
Self-Mailer
– 156 –
50
Direct Mail: Postcard or
Folded Double Postcard
Stay in the “keep” pile of mail and prompt action.
$750 to $1,500
What It Is:
• This common, simple form of a self-mailer is a very low-cost way to
reach prospects.
– 157 –
Why It’s Popular With Clients:
• Affordable, easy to design and send.
– 158 –
Example: Direct-Mail Postcard
Source: http://www.directmail.com/directory/marketingservices/
small_business/catalog/postcards/dental/thumbs/large_thumbs/dental_
brightSmile.jpg
– 159 –
51
Telemarketing Script
Script calls that are “welcomed,” leading to conversions.
$500 to $2,000
What It Is:
• You’ll use your copywriting and persuasive communication skills to
write a sales script for use by telemarketers via telephone.
– 160 –
What the Project Involves:
• The script for incoming or outgoing telemarketers must be friendly,
conversational, and succinct, in order to move the sales process
forward.
• Always close with an appropriate call to action — the specific next step.
– 161 –
Example: Telemarketing Script
Phone Script
“May I please get the name of his or her replacement and can
you please transfer me to that person.”
“Hi [contact name), this is your name calling on behalf of ABC Company
If “yes”
“Thank you. What is your email address?
If “no
“Is there someone else in your company we should be talking to?”
– 162 –
52
Brochure (3+ Panels)
Succinctly and clearly explain how a product/service benefits prospects.
What It Is:
• Brochures are take-away marketing pieces used to summarize a sales
presentation or provide additional information.
– 163 –
Why It’s Popular With Clients:
• Helps close the sale and educate prospects and customers.
• Inexpensive to produce.
• Think about what you want the prospect to do after reading it: Feel
confident about the product? Use the brochure as a reference? Call or
visit the website to order?
– 164 –
Example: Brochure
This 2-sided brochure has 4 panels that fold down to standard
envelope size.
– 165 –
53
Sales Enablement: One-Sheet
or Sell Sheet
Content for a standard, two-sided sheet to give sales reps excellent product
detailers to use with prospects.
$500 to $1,500
What It Is:
• A glossy, printed single sheet of information used in sales to quickly
present details about a featured product or service.
– 166 –
Why It’s Popular With Clients:
• Provides consistent and accurate information and representation of
the product for salespeople and prospects.
• You’ll research and interview product managers, and perhaps test the
product, to write brief descriptions that highlight benefits, features,
and specifications.
– 167 –
Example: Sales Enablement Sell Sheet
– 168 –
– 169 –
54
Sales Enablement: Battlecard
Single sheet containing all the key points a salesperson might need when on
the phone or face-to-face with a prospect.
$1,000 to $2,000
What It Is:
• A 1-page reference document that gives a salesperson quick and easy
access to all the key information they may need to close a sale.
• This is for internal use by a company’s sales force only. Unlike a One-
Sheet or Sell Sheet, it is not meant to be given to prospects.
– 170 –
What the Project Involves:
• Small chunks of benefit-rich, persuasive copy summarizing key
benefits of the company’s product, often with a section containing
comparison to similar competitors’ products.
– 171 –
Example: Sales Enablement Battlecard
– 172 –
55
Sales Enablement: Call Script
(5 versions)
$2,000 to $2,500
What It Is:
• Call scripts help salespeople say the right things, keep the call on
track, and have “lines” of persuasive copy they can use to avoid being
at a loss for words.
• You’ll most often write call scripts for cold prospecting calls and/or
lead follow-up calls.
– 173 –
What the Project Involves:
• You’ll have a meeting with the client to get information about the call
process, perhaps even ask a salesperson about their calls or monitor
a few calls to get a feel for how the product is being sold and current
“best practices.”
• Salespeople generally need the most help with the opener (to get the
conversation started) and the close (to propose the next step/present
the call to action), so these are important pieces of any call script.
– 174 –
Example: Sales Enablement Call Script
– 175 –
56
Sales Enablement: Cold
Prospecting Email Templates
(Package of 10)
$1,500 to $2,500
What It Is:
• Short, pre-written, fill-in-the-blanks emails for salespeople to use with
cold prospects.
– 176 –
Why It’s Popular With Clients:
• Improves both efficiency and effectiveness of prospecting efforts.
• Lets the sales team do what they do best … SELL! … rather than write
emails from scratch.
• You’ll research, use their existing sales materials, and meet with your
client or some of their salespeople to gather the information you need
to write these conversational emails that trigger a prospect to take
the next step.
– 177 –
Example: Cold Prospecting Email Template
Hi Jill,
Did you know that safer forklifts can help? In fact, our new line
of forklifts (featuring our groundbreaking COB safety system) is
cutting insurance costs for our clients 12-18%.
Ranjeet
– 178 –
57
Sales Enablement: Follow-Up
Sales Email Templates
(Package of 10)
$1,500 to $2,500
What It Is:
• Short, pre-written, fill-in-the-blanks emails for salespeople to use
when following up with prospects to move them to the next stages of
the sales process.
– 179 –
Why It’s Popular With Clients:
• Positions the salesperson as a resource instead of a pest.
• You’ll research, use their existing sales materials, and meet with your
client or some of their salespeople to gather the information you need
to write these persuasive emails that trigger a prospect to take the
next step.
– 180 –
Example: Follow-Up Sales Email Template
Hi John,
Ranjeet
– 181 –
58
Sales Enablement: Sales Deck
20 slides. Content only. Design not included.
$2,000 to $3,500
What It Is:
• A stack of presentation slides telling a benefit-rich “solution story” and
clearly presenting the price.
• You may write different sales decks for each type of product or service
your client sells.
• Lets the sales team do what they do best … SELL! … rather than get
distracted by spending time writing sales decks from scratch.
– 182 –
What the Project Involves:
• Copy must be short and impactful — slides shouldn’t be overloaded
with words.
• As the copywriter, you should recommend ideas for images that help
convey the message. You are not responsible for the design of the
slides.
• Clients rely on you to tell a persuasive story that clearly outlines the
details, features, benefits, price, and what the customer can expect
from a product or service... and closes the deal.
– 183 –
Example: Sales Deck
– 184 –
59
Sales Enablement:
Sales Proposals
A multi-page document to introduce the product, set the price,
and ask for the order.
What It Is:
• A document that pitches the product, quotes a price, and asks for the
order.
• You may write different sales proposals for each type of product or
service your client sells.
• Lets the sales team do what they do best … SELL! … rather than write
proposals from scratch.
– 185 –
What the Project Involves:
• Copy must be clear, direct, and persuasive.
– 186 –
Example: Sales Proposal
– 187 –
60
Print/Space Ad
Captivate buyers with a compelling display ad inside a printed publication or
displayed in an online space.
$800 to $2,000
What It Is:
• Visual marketing message to quickly gain attention and awareness,
identify a problem, then present a solution with a strong call to action.
– 188 –
Why It’s Popular With Clients:
• Ads can reach a large, targeted audience at a relatively low cost and
with very little project coordination.
• You help the client identify and focus on the biggest benefit and/or
application of their product or service.
– 189 –
Example: Print Ad
Note: The yellow call-outs explain what makes this ad so effective.
– 190 –
Example: Space Ad
Note: Placement of space ads vary according to overall design and
function of a website. These two space ads are side by side on this web
page.
– 191 –
61
Advertorial
Position a product/service as THE solution via a magazine-style article.
$800 to $1,500+
What It Is:
• Advertisement + editorial = “advertorial” — a paid advertisement
written and designed to look like the editorial content in a magazine,
newspaper, or website… but the real purpose is to sell a product.
– 192 –
What the Project Involves:
• Explain rather than pitch — less “hard sell.”
• Save the sell until the end, and include a compelling offer with a
strong call to action.
– 193 –
Example: Advertorial
– 194 –
62
Trade Show Materials
Grab attention at busy shows with bold, customer-focused materials.
What It Is:
• Materials used in trade show booths — brochures, giveaways,
registration (email opt-ins), signs, and more — designed to grab
prospects’ attention as they walk by.
– 195 –
Why It’s Popular With Clients:
• Companies spend a fortune participating in trade shows and want to
make sure their investment was well worth the cost.
– 196 –
Example: Trade Show Materials
Source: https://electrodestore.com/pages/trade-shows
– 197 –
63
Radio Commercial Script
Stand out with a clever concept and copy for a 30- or 60-second spot to
increase brand awareness.
$1,200 to $1,500
What It Is:
• Still a valuable marketing channel, radio commercials are very
effective for reaching a target market segment every day: people in
their cars, driving to or from school or work.
• You’ll write a script for sales communication over the radio, translating
your copywriting and persuasive skills into an effective sales message.
• B2C, B2B, and Cause Marketing all use radio advertising, because the
full spectrum of business buyers and decision makers are listening
on their way to work every day — CEOs, executives, entrepreneurs,
managers, and professionals.
– 198 –
Why It’s Popular With Clients:
• Direct reach in local market.
• Keep it simple. Make every word count in a short, fixed time span —
a 30-second commercial is generally less than 100 words.
• Always close with an appropriate call to action — the specific next step.
– 199 –
Example: Radio Commercial Script
Source: https://www.voices.com/documents/secure/voices.com-
commercial-scripts-for-radio-and-television-ads.pdf - page 17
– 200 –
64
Radio Commercial
Script (Direct Response/
Direct Sale/Infomercial)
Generate immediate orders with an appealing sales spot.
$1,500 to $2,000
What It Is:
• Because a direct-response radio commercial is often longer than
typical 30- to 60-second radio commercials… and because they drive
immediate, measurable, and valuable responses… clients often pay
more.
– 201 –
Why It’s Popular With Clients:
• Offers can be tied directly to the subject and topic of the radio
program, establishing your client as a trusted resource and authority
on the subject.
• Keep it simple. Make every word count in a short, fixed time span —
you’ll generally need to write about 200 words for each minute of the
commercial.
– 202 –
Example: Direct-Response Radio
Commercial/Infomercial
Announcer:
Ladies, throw away those do nothing diet pills! Now there’s a
proven way to lose weight fast.
It’s called Fat Buster and it can give you visible results in 20
days! Guaranteed.
The trouble with weight loss pills is that they only do part of
the job. Sure, they might block fat, but what about the fat you
already have? And what about the carbs that turns into fut?
Testimonial:
Fat Buster is amazing. I lost 19 pounds in 2 weeks!
Announcer:
Fat Buster is so effective, you’re guaranteed to see visible
results in 20 days or your money back
But if you’re not convinced, try it FREE! Just call in the next
20 minutes and we’ll give you a one-month supply of Pat
Buster FREE. No strings. No obligation.
Source: https://www.copyblogger.com/60-second-copywriting/
– 203 –
65
TV Commercial Script
Make a big impression with a strong 30- or 60-second spot.
$1,000 to $1,800
What It Is:
• Most TV commercials are written and produced by ad agencies, but
you may be asked to write a script for a local business or direct-
response client.
– 204 –
What the Project Involves:
• Introduce the business quickly and give viewers a reason to visit their
location.
• Balance and sync the audio and visual elements of the message with
a 2-column script.
– 205 –
Example: TV Commercial Script
Source: http://slideplayer.com/slide/10931927/
– 206 –
66
Store Sign/Poster
Excite in-person shoppers via store signs and posters with short, powerful
messages about special sale offers, trial offers, etc.
What It Is:
• Point-of-sale marketing: store signs and other materials (stickers,
banners, tags, dressing room promo pieces, window cling seals).
– 207 –
What the Project Involves:
• Complete, clear, and concise statement of message.
– 208 –
Example: In-Store Sign
Source: https://pathtopurchaseiq.com/cvs-bets-store-signage
– 209 –
67
Annual Report
Make sure the Company Overview is uniquely appealing to investors.
$5,000 to $10,000
What It Is:
• A comprehensive report on a company’s activities throughout the
preceding year, intended to give shareholders and other interested
parties information about the company’s activities and financial
performance.
– 210 –
Why It’s Popular With Clients:
• Presents the company to the public in the best possible spotlight for
marketing and PR.
– 211 –
Example: Annual Report
– 212 –
68
Resumes and Personal
Branding Profiles
Help professionals make their best impression in front of prospective
employers, speaking opportunities, and other opportunities.
What It Is:
• Resumes help job-seekers, career changers, speakers, etc. present
themselves in the best light, with a document that showcases their
top skills and achievements.
• The resume and the LinkedIn profile are two configurations of the
same information.
– 213 –
Why It’s Popular With Clients:
• An objective, professional writer can identify career strengths that
help the client stand out and impress potential employers and others.
• Clients no longer have to struggle with trying to “toot their own horn”
— figuring out what’s best to highlight from their career or how to
present their achievements.
– 214 –
Example: Resume and Personal Branding
Profile Excerpts
– 215 –
Source: http://executivepromotionsllc.com/
– 216 –
69
Proofreading/Editing
This valuable skill helps companies avoid errors before publishing content.
What It Is:
• Proofreading is the professional service of reviewing copy/content to
identify and correct typos, grammatical errors, inconsistencies, and
missing information.
– 217 –
Why It’s Popular With Clients:
• Simply put, clients want to publish effective and error-free marketing
content!
• Quite often, the original writer, and even in-house reviewers, may
fail to notice errors or inconsistencies, because they’re so zoned in
on the overall marketing message. It’s well worth the investment to
hire a trained proofreader/editor who offers an objective, professional
perspective with an eye for detail.
Proofreading/Editing Tips…
Write Now! Persuasive Writing Prompts: Powerful Proofing Tips
– 218 –
Example: Proofreading/Editing
Source: http://www.clearedit.co.nz/proofreading.php
– 219 –
70
Event Materials
Make an impression at sales meetings, awards banquets, etc.
What It Is:
• Sales meetings, annual awards banquets, customer appreciation
days… these are just three examples of special events that may
require copywriting for a theme, program, or other event materials.
– 220 –
What the Project Involves:
• Work with your client to develop the overall theme and match
copywriting needs to fit the event.
• All materials and giveaways should support the theme and use the
same tagline or slogan.
– 221 –
Example: Event Materials
Source: http://www.crossettnews.com/24th-annual-customer-
appreciation-event/
– 222 –
71
Speech Writing
Get a standing ovation for your client at business gatherings, fundraising
dinners, etc.
$3,000 to $5,000+
What It Is:
• Many corporate officials and business executives are called upon to
make a speech at some point.
– 223 –
What the Project Involves:
• Know your message.
• Find your client’s “voice” and use it effectively throughout the speech.
– 224 –
Example: Speech Writing
Thank you for that kind introduction, and good morning everyone. I hope
you’re all enjoying this terrific conference so far. I know I certainly am. I’m
really looking forward to the upcoming sessions, as well as the usual hallway
debates and lively discussions.
But first, I have a job to do.
I’m here to talk about Corporate Social Responsibility. So let me begin by
asking you a few-well, admittedly loaded questions.
• What does finding a new community centre in a small town in eastern
Ontario have to do with building shareholder equity?
• How does renovating a safe haven for young women in trouble help with
hitting quarterly revenue targets?
• What possible impact does sorting and distributing food for the homeless
have on increasing sales and marketshare?
I know what some of you are thinking at this point. “Oh no! Another warm and
fuzzy screed about good deeds and big donations!” But please stay with me for
a few moments longer. I promise you’re in for a few surprises
You see, as Human Resource professionals, we believe deeply – some of us,
even, passionately — that expanding opportunities for people, and helping them
actualize their potential, has a direct impact on the corporate bottom line.
In short, we’re all in the “people business.”
But which people are we talking about?
– 225 –
72
Ghostwriting a Book
Prepare an excellent memoir or business book for a client.
$5,000 to $10,000+
What It Is:
• A “ghostwriter” is a person who writes books, articles, and speeches
for which someone else takes the credit (legally!).
• Books also can be used to drive traffic online and generate leads.
– 226 –
What the Project Involves:
• Dedicated process of writing, publishing, and promotion.
• Work with client to edit and revise. Publisher may be involved to guide
the process.
– 227 –
73
“How-to” Guide or “Tips”
Booklet
Create helpful guides and booklets for customers.
$500 to $1,000+
What It Is:
• More interactive and specific than a book or lecture, “how-to” guides
teach by example, providing step-by-step information to complete a
certain process or task while also promoting the brand.
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Why It’s Popular With Clients:
• Prospects and customers appreciate a handy, “how-to” reference
guide to be used with a product or service they buy.
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Example: “How-to” Guide
Source: https://www.naturalstoneinstitute.org/default/assets/File/stone-
professionals/commercial_care_clean.pdf
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74
Product or Program Naming
Develop a pipeline of excellent product name ideas and taglines.
$1,000 to $3,000
What It Is:
• Product names and taglines are the foundation of product
identification, character, and recognition. So they’ve got to be
memorable, relevant, unique, and catchy.
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Why It’s Popular With Clients:
• Having a catchy, memorable identity can ensure the long-term
success of a product.
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Example: Product Names
Source: https://twitter.com/ProcterGamble/
status/478927110602379265/photo/1
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75
Training Manual
(Non-Software/Technical)
Provide effective employee training for call centers, processes, etc.
$2,000 to $5,000+
What It Is:
• Training manuals contain detailed information about how to perform
specific job tasks in a company.
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What the Project Involves:
• Research and interviews.
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Example: Training Manual
Source: https://online.visual-paradigm.com/flipbook-maker/templates/
training-manuals/
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76
Employee/HR Materials
Explain employee benefits info/guidelines to workers at all levels.
$2,000 to $5,000+
What It Is:
• Wikihow: “A human resource manual is a document detailing an
organization’s policies regarding employee management and the
relationship between managers and employees.”
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What the Project Involves:
• Input from many stakeholders and legal review team.
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Example: Employee Handbook
Source: https://host-bliss.com/employee-training-manual-template.
html/employee-handbook-template-6-free-pdf-doc-download-regarding-
employee-training-manual-template
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77
Welcome Packet
Help new members/subscribers/buyers understand all the benefits and
“how-to’s,” and reinforce their decision to buy.
$2,000 to $5,000+
What It Is:
• A welcome packet is typically a comprehensive printed package of
information and materials sent to new buyers through the mail or
electronically via email.
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Why It’s Popular With Clients:
• Reduces returns and refunds.
• Creates a loyal customer who will actively promote their product with
positive word-of-mouth marketing and referrals.
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Example: Welcome Packet
Source: https://redbooth.com/blog/welcome-packet
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78
Copy Critique
Strengthen results with a professional review and recommendations.
$400 to $1,200+
(depending on copy length, or charge by the hour)
What It Is:
• An objective review of any form of copywriting, such as an ad,
sales letter, landing page, email marketing campaign, or direct-mail
package.
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What the Project Involves:
• Copywriting expert Bob Bly follows a 9-step process:
1. Scan.
• Read and study the package carefully, several times, and mark it up
with notes and comments to review and discuss with client.
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Example: Copy Critique Outline of Terms
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79
Collateral Audit
Review company materials (all channels) to drive consistent results.
What It Is:
• In marketing and sales, collateral is the entire collection of content
and material created to sell the product or service. May include online
and print/offline materials.
• Often leads to additional assignments and projects for you to fix the
problems you’ve identified.
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What the Project Involves:
• Thorough review of the client’s existing collateral and competitive
analysis, using step-by-step process and checklists.
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80
Marketing Strategy,
Planning, Consulting
Improve outcomes with a fresh look at various marketing approaches.
What It Is:
• Beyond copy critiques, offer your client a marketing plan with specific
strategies, ideas, advice, and recommendations.
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Why It’s Popular With Clients:
• Access to expertise not available in-house.
• Ideas for new concepts and strategies, with rough draft examples.
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Example: Consulting Services
Source: https://www.bly.com/newsite/Pages/consultation.php
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About AWAI’s Copywriter
Training Programs
In 1997, just two years after the launch of the “commercial Internet,” American
Writers & Artists Institute (AWAI) opened its doors to provide programs that
equip copywriters with the critical skills for writing effective direct-response
marketing copy, for use both online and off.
We invite you to explore everything AWAI offers you, including our Product
Catalog, Calendar of Live Events, Free Article Archives, and the following
additional resources:
• B2BWritingSuccess.com
• TheBarefootWriter.com
• ProfessionalWritersAlliance.com
• Digital Copywriter
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Sources: Facts and Figures
8. Search Engine Journal: Social Media Usage Statistics For Digital Marketers
In 2022
12. DMA: What is The Response Rate From Direct Mail Campaigns?
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