Who said you can't mix business with pleasure?! Since 2014 I have been doing advertising copy writing for WebpageFX, "a full-service Internet marketing, web design, and web development agency" based in Pennsylvania, USA and serving clients all over the world.
While I started out writing automotive-related ad copy, I quickly branched out into various other topics such as cycling, manufacturing, motorcycles, and home repairs. I can imagine there are some topics I wouldn't excel at (Tupperware? Baby diapers? Egyptian debt relief?), but I am always willing to give a topic a try. As I see it, there are three key points to writing successful, persuasive ad copy: 1) Write for your reader. I put myself in the shoes of the target audience, and think about what information is useful and interesting for them. 'Once-size-fits-all' does not apply to ad copy writing. People don't want to be talked down to or 'told' to buy. They want to be presented with reasons why a certain product or service is right for them, and represents an improvement or solves a problem they have. 2) Know the subject. It is impossible to be fully knowledgeable about every subject, but what I don't know I find out. Before starting any copy writing, I research the topic, and look at existing copy for similar products and services. If nothing else this can highlight what NOT to write, and what writing styles to avoid. In our era of grabby headlines and splashy graphics, there is still room for honest, thoughtful, well-written ad copy. 3) Be passionate. This doesn't mean that I ONLY write about topics that I absolutely love, like old cars. It means that I understand that the reader has come to learn more about something THEY find interesting, and that I need to make a connection with them on their level. Is "Lean manufacturing'" a topic most people would call 'passionate'? Probably not. In several articles I wrote on the subject, however, I was able to explain to the reader how these concepts can apply to their business, and how they can lead to significant, measurable benefits. |
Drivers News Network
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WebpageFX
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Testimonial (from Emily Barge, WebpageFX)Paul is an extremely valuable member of my freelance team. He’s confident and adventurous in terms of research – even if he hasn’t written about an industry before, he knows how to do diligent research to make sure he understands the audience’s needs. His automotive content is always informative and factual, while remaining conversational and down-to-earth. He won’t try to sell readers with flowery language and meaningless jargon. He provides them with the exact information they need to find a solution or resource, which is ultimately what makes his content so successful. Not only is he timely and creative, but he’s one of the most friendly and positive writers I have ever worked with.
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