Quote: (05-08-2019 10:36 PM)Wutang Wrote:
When I first made the decision to start doing all this freelance writing at the beginning of the year, one of the first things I did was to buy a copy of The Copywriters' Handbook. It's a good piece of work with lots of solid, general tips for creating writing to sell but I was wondering if anyone has any recommendations for copywriting books that specifically concentrate on writing web content such as blog articles and website copy?
The Copywriter's Handbook has a section on web writing but it's pretty dated, dealing with the web as it was back in the 90s. I've been getting better at writing Upwork proposals - my job hire rate is way up since I first started but I think I'm hitting a bottleneck when it comes to the actual quality of what I produce. I don't think I'm a bad writer but there seems to be something that's holding me back from always getting excellent feedback from my clients. Is there any books I could study to help level my writing skills up?
For blog articles, check out any of Jon Morrow's courses. Alternatively, you could just study the blog articles on his own site (SmartBlogger.com) and save your money.
I can't think of any books that deal with website content/copy specifically, but I've heard a lot of good things about "Building a Storybrand."
What I do is try to inject a lot of the usual copywriting strategies and theories into website copy but toning it down so it's persuasive while maintaining a professional, authority tone. Most businesses are put off by the "voice" of traditional sales copywriting and don't want to tarnish their company image, so balance is needed.
Also, you'd do well to learn the sales "process" of websites.
Things to think about are what needs to happen "above the fold," how to properly get opt-ins and build a relationship for email marketing, never letting a visitor reach the bottom of the page without clearly indicating where to go or what to do next. If you don't hold a readers attention and then guide them through their site, you will lose them, and most business owner's think of a website as an online brochure and business card - when really it can and should be a sales tool.
This is priceless knowledge for a writer to have and you can close a lot of deals if you understand how to blend copy and design to get actual conversions.
Also, CA$HVERTISING. A must-read for anyone in writing or online marketing of any kind.
Beyond All Seas
"The individual has always had to struggle to keep from being overwhelmed by the tribe.
To be your own man is a hard business. If you try it, you'll be lonely often, and sometimes
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