1 Copyright © 2021 by Shahzad Khan All rights reserved. Any unauthorized reprint or use of this material is prohibited. No part of this book my be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any other information storage and retrieval system without express written permission from the author. 2 Table of Contents About This Book 5 Preface My Hard-Fought Years-Long Journey to the Pinnacle of the Copywriting Realm! HOW am I doing this? WHY Am I Doing This? WHO Am I To Teach You? HOW Can You Become A Top Rated Copywriter? HOW Much Money Can You Make As A Copywriter? KNOW That Copywriting is Empowering! 5 6 7 7 8 9 10 11 What Is Copywriting? Why is Copywriting Called Copywriting? History of Copywriting What are the Different Niches in Copywriting? Online Education SaaS 12 13 14 15 15 15 The Copy Pioneers: Messages From The Top Copywriters David Ogilvy Gary Bencivenga Joseph Sugarman Claude C. Hopkins Clayton Makepeace Dan Kennedy Mark Ford Gary Halbert Gene Schwartz 16 17 17 17 18 18 18 19 19 19 What’s Included in Copywriting? Examples of Good Copy? 20 3 Sales Pages Website Content Sales Letters Funnel Copy Product Descriptions Facebook Ads Video Sales Letters Landing Pages Scripts Emails 20 20 23 24 25 25 26 26 27 27 5 Components of Good Copy Headline With a Hook The Lead of the Copy The Pain Point Section The Benefits The Offer 28 29 29 29 29 29 Must-Do Things to Write Good Copy Research Craft a Structure Address the Pain Points Present the Offer Close the Copy 29 30 30 30 30 30 How do Copywriters Get Paid? Retainers Per Project/Deliverable Royalty/Percentage Share Per Word (If You’re Just Starting Out) 31 31 31 31 31 Where Can You Start Hunting For Clients as a Copywriter? Fiverr Upwork Guru.com Freelancer.com Facebook Groups for Copywriters Local Brands 32 32 32 32 32 32 33 Copywriting Glossary 34 Want To Learn More? 36 4 5 About This Book This e-book carries the clued-up knowledge I have obtained during my six-year tenure as a professional copywriter. Alas! I wasn't able to fit in every single aspect of my knowledge in this e-book, however it will give you an in-depth insight to the magical field of copywriting. I have spent all these years taking numerous learning courses, gaining experience, and serving dozens of international businesses as a copywriter. I’ve endeavored to cover all aspects of copywriting in this handbook: Beginning with copywriting basics to making you realize how you can earn a 7-figure income through this craft, and how you can help your clients make a boat-load of money. Some sections emphasize different niches of copywriting while others include the particular ingredients of copywriting to bring about a compelling copy, making this book an extensive collection of data that a novice copywriter craves for. I hope this handbook helps you embark on your amazing journey to becoming a professional copywriter and guides you all the way through to a fulfilling copywriting career. I wish you great success in all your future endeavors. If you have any queries in your mind while reading this handbook or even after devouring it, feel free to ask me right away at! You can reach me at Shahzad@thelaptopliving.com. 6 Preface Now, before I get to the good-stuff, I want to share how copywriting truly transformed my own life… From Being a Broke Engineer to Making 7 Figures a Month Writing Copy! Things weren’t going great in my life after I graduated from UET Lahore as a Mechanical Engineer. It was probably 3 PM on yet another boring Monday... I was called by the accounts branch to receive my pay... The series of events that day made me re-analyze the choices I was making in my life right then and there…. "Shahzad Khan! This is your pay." The accountant handed me two 5K bills stapled together with a sticky note that read... SHAHZAD KHAN RS. 10,000/I went to my "rented" studio apartment (1 room) in Lahore (I was living with my friends). Gave them 5K as rent (they were courteous enough to accommodate me with a reduced rent share) And the remaining 5K lasted for the next 2-3 days... I was broke... Had no money, had no life... And not to mention the depression of being worth 10K a month... Even after being a good boy and securing A+ grades my entire life... But that didn't stop me... 7 There was this fire inside me that kept telling me that I'm worth much more than this... That was when I decided to start out as a writer again (I used to write in 2013-14)... Yes, that was when I quit my job -- a month before Ramadan 2017. I started my journey of becoming a copywriter... Back then, I never could have imagined that I would be pioneering this field in Pakistan by actually introducing it to my fellow country people... Having hard earned experience and knowledge, I’ve set out to help millions of people change their destinies through this one craft: Copywriting! HOW Am I Doing This? To help those who aspire to be Richie-rich, I have created two realms: ● My YouTube Channel: The Laptop Living ● My Facebook Group: The Laptop Living: for copywriters + content writers + free birds Both of these spaces are to bring about copywriting awareness. On YouTube, I regularly share copywriting content while the Facebook group is for my group members to engage with each other by posting their queries and asking for help, as well. These two spaces are optimal for learning and growing. Aren’t you lucky to have connected with me? Because what I share on both spaces is absolutely top of the line content related to copywriting. WHY Am I Doing This? It's high time that Pakistan engraves itself on the writing map. In order to achieve that, writers who possess experience need to stand up and start making a difference. Talking about writing, you see how our schools and colleges don’t even give a hint about freelance writing. Yea, they do teach us how to write flawless essays but never actually tell us that we can make money out of this craft. We need to spread awareness and pull people out of their limited bubbles. My sole purpose is to let people know that copywriting is something that can make you a 6figure income in a month. Plus, I want to make everyone realize a writer’s worth and that writing is not just something that is done when you are idle or have nothing else to do. I am a living example of how a copywriting career can be so fulfilling that it can earn you enough bucks to afford you a world tour! Everyone needs to know that writing is not a pitiful profession and that writers come from a place of wit, money, and values. It is actually quite satisfying! Think about it… 8 What do people say to you when you tell them that you’re a writer? It mostly goes like this: “Ohho, acha….assignments banatay ho?” “Beta koi sahi kaam kyun nahe kartay?” I get this too… “Beta rishta nahe milay ga koi” (HAYEE!) We need to band together and let people know that writing is just as good as any other profession! Quick Prompt: Writers are working under 1 rupee per word in our society. Tragic! This is what boggles my mind and this is why I want to help my fellow writers. I want to let them know that their words are worth 3000 times more than 1 freakin’ Rupee. WHO Am I To Teach You? Shahzad Khan. You will ridicule me if I make big claims and talk about copy (like some do). Therefore, I have some evidence to show you. Prior to that, I’d like to proclaim that I am who I am today because of my 6 years of experience in copywriting (and Of course God’s blessing). I have invested in extensive training sessions and learned from the best. Frank Kern, Stefan Georgi, American Writers & Artists INC, Rapid Crush - I’ve acquired invaluable knowledge from all of them – and the quest still continues. Having worked with them, I have become an A-lister endorsed copywriter. Along with that, I’m a top-rated seller on both Fiverr and Upwork. Did somebody ask for proofs? What other evidence would convince you that I’m qualified to teach you? Hmmmmm…. 9 Let me show you an endorsement. I hid his name deliberately. He rakes an 8 figure income each year for his clients and he has endorsed my work at least 3 times! Here, I’d also like to mention that I have worked with people from over 78 countries and many more to go. You see… I can go on and on about how gReAt I am and how good my copy is… But instead, I am going to let you in on my secrets to becoming a successful copywriter. My book is the solution you need to help you shorten your learning curve… HOW Can You Become A Top-Rated Copywriter? I’ve put together the FIRST OF ITS KIND COPYWRITING COURSE IN PAKISTAN. It’s an 8-week program that incorporates valuable different modules, starting from “What is copywriting about and what it takes to become a copywriter” to “Portfolio building and growth” along with many other bonuses. There are two other offers as well: ● The Copy Coaching Offer: For those who are already writing and want me to review their work and take them through the entire course. ● The 1:1 Copy Mentor: Carries content of both other offers and goes above and beyond by offering 1:1 mentorship to those who want to truly start out with a bang. Please note that I’m very picky about who I accept: The last cohort’s applicant rejection rate was a whopping 80%! So, if you reckon you have the fire within to learn and truly accelerate your growth as a writer, reach out to me now to avail these offers. 10 You can visit this website to know more about my invaluable offers that will help secure your successful future. Remember, you will never get this golden chance again. So, wait no more and enroll yourself right away because the clock is ticking! HOW Much Money Can You Make as a Copywriter? Won’t keep you waiting and precisely assert that you can make 10 LACS PER MONTH from copywriting. How? I have explained it all in my Youtube Video. Go and watch that first. 10 LACS is just a threshold, you can earn far beyond that. I’ve managed to earn USD 3000 in the matter of just 11 days. See. But wait, there’s more…. 11 And more. Aren’t you blown away yet? Psst… Let me tell you one more thing: These images show you only what I have earned from Fiverr, alone. I haven’t even mentioned my earnings from other platforms yet, or from genius methods I discuss in my exclusive 8-week course. Stunning, isn’t it? It surely is. KNOW That Copywriting is Empowering! Yes, you can make lots of cash from it - From relaxing in Dubai to goofing around in Azerbaijan, everything is achievable through copywriting. *SIGH* How I look at my bucket list of places I want to visit after this pandemic is over and done with….. 12 Coming out of my bucket list, I’d like to confide: You can do all this as well. You can also visit your dream places and live a lavish life that you have always dreamed of. For that, you just need to apply the right tactics that you can only learn from my copywriting course. Oh, no I’m not saying this to simply promote my course at all! It really does hold up to its merit, you shall witness. On this note, I put a full stop to my preface with this thought: "This isn't a regular handbook but my journey from 5 figures as an engineer to the most highly rated copywriter from my country." 13 What Is Copywriting? Welcome aboard! (To the ones who are new to the realm of copywriting). To establish yourself in the world of the copywriting business, the very first thing you need to do is get familiar with the definition of copywriting. Whether you are a novice writer or have been writing for a long time, you need to have adequate education to get started with copywriting and earn dollars to your full potential! So, let’s start with the precise definition of copywriting. There are many copywriters around the globe and there are many definitions of copywriting. My own definition is: “Copywriting is writing content that gets an action out of the audience.” To elaborate it, copywriting is all about writing persuasive and promotional phrases that convince the reader to take an action, such as making a certain purchase, clicking the link, or scheduling a consultation. Any content that persuades the audience to take a certain action is called copywriting. It can literally be any content - written or spoken. Note: Copywriting is not about writing excessive offers, but it is about writing engaging, yet beneficial content. For a better understanding of copywriting, you can watch my video on YouTube that will help you untie the knots easily. Let me clear another skepticism: Why is Copywriting Called Copywriting? Let me ask you some questions. Why is a “building” (that is completed) still called a building and not “built”? 14 And why do we call a “sunflower” sunflower when there is no sun in the flower? Absurd questions, right? However, they do have valid answers: the words came to be about like this because of some need or a specific reason. The same goes for copywriting: It originated from the requirement of being copied into print. We know that copywriting is for businesses and organizations. For this reason, the material of copywriting is called copy because it is aimed at being copied by businesses and organizations or whoever wants to sell his products. By being copied, it means that it is reproduced or printed in the form of an ad or a newspaper, so that the audience can read it and get enticed to make a purchase. With that said and done with, let me inform you a bit about the history of copywriting. History of Copywriting Telling you a short and precise story so it doesn’t get boring. So, copywriting started in the 1920s when people used to write absurd sentences having no facts to promote their products such as: - Smoking makes you healthy. Fizzy drinks are good for you. Such statements were portrayed as facts that weren’t, in reality, facts. Later on, the idea of copywriting for advertising evolved. It started to become common to add emotions and mood to the writing. Lisa Cron says, “If I ask you to think about something, you can decide not to. But if I make you feel something? Now I have your attention.” People in that age understood this strategy and started to add feelings as well in the writing. Hence, the idea of adding the hint of psychology and marketing approach in copywriting took its place in the 1960s. David Ogilvy, an Ad Man, was an inspiration back then. Then, the youth was sharp enough to add new techniques in copywriting. From then onwards, copywriting came into full swing and became the talk of the town. The Coca-Cola advertisement in 1971 was another record-breaking one. Soon after, you can see how much copywriting has progressed. Now that I have proved how copywriting is something that can make you big money, let me introduce you to the niches in copywriting. Just stay tuned. 15 What are the Different Niches in Copywriting? Did you know that finding a niche is as important as maintaining connections with your clients? It seems easier to think of copywriting as one giant. However, when one digs deeper, there come hundreds to thousands of copywriting niches that one needs to choose from. Regardless, the question is which one niche is promising for you? To answer this query, I’m going to provide you with a list of some profitable niches so that it gets easy for you to select the one that suits you best. Sounds good? Let's get started. Here are a few different copywriting niches that are available: Online Education We are aware that online learning has encountered substantial advancement during the last decade. However, the recent COVID-19 attack has made it a compulsion and centric to our lives. It has become a mandatory requirement for all students to get an education online using digital devices. Online teaching platforms such as Udemy, Lynda, Coursera, and Skillshare are advancing in the online learning market. Regardless, these outlets build even more chances for minor brands, firms, and even schools to build learning experiences digitally and globally. This, consequently, expands the need for copywriters in this niche to jot down sales pages, landing pages, ads, emails, and even complete courses as well. SaaS SaaS is another market that’s thriving extensively, lately. It is an acronym for Software as a Service, or occasionally referred to as “on-demand software”. Types of SaaS brands such as Shopify, Hubspot, Salesforce, MailChimp, and Zoom are in high demand these days. That paves the path for copywriters to work for them and earn because of this new norm of a remote working culture. Other than these, let me tell to you the list of other niches that are in demand and can help you earn big money. ● ● ● ● ● ● ● Pet care Amazon content - product descriptions Wellness & self-improvement Clothing Sustainability & eco-friendliness Food trends like veganism and raw diets Online gaming/casino reviews 16 ● ● ● ● Finance Crowdfunding campaigns Email marketing Small business e-commerce Having thousands of varied niche markets out there, it’s easier to find a nook that you love regardless of the diversity. What one has a burning passion for, is the thing that matters the most. Keeping in view that the economic landscape is shifting time after time, but particularly amidst a transition towards eCommerce due to the epidemic, new categories and niches are arising continuously and your chances to grow economically are surging as well. A quick tip: A promising way to keep up on top of the potential recent niches is to keep a check on the business news regularly and analyze the exotic growths in your sector or niche. 17 The Copy Pioneers: Messages from The Top Copywriters No matter how far you have gone, there’s always room to learn something new. I have learned from various copywriters who are the legends of this type of writing, and I encourage you all to learn more as well. Following is the list of top copy pioneers that I admire. I’ll also be sharing their views on copywriting, for you to gain inspiration. David Ogilvy This legend is called the father of advertisement. He is no more in this world, but he is the one who first introduced copywriting tactics. His message: “Good copy can't be written with tongue in cheek, written just for a living. You've got to believe in the product.” Gary Bencivenga Gary Bencivenga is America’s best copywriter with copywriting skills that are to die for. Needless to say, he is the gold standard everybody wants to follow. He learned from David Ogilvy and now he is among the top, world-class copywriters. His message: “The vast majority of products are sold because of the need for love, the fear of shame, the pride of achievement, the drive for recognition, the yearning to feel important, the urge to look attractive, the lust for power, the longing for romance, the need to feel secure, the terror of facing the unknown, the lifelong hunger for selfesteem and so on. Emotions are the fire of human motivation, the combustible force that secretly drives most decisions to buy. When your marketing harnesses those forces correctly you will generate explosive increases in response.” Joseph Sugarman Joseph Sugarman is an amazing copywriter. He initiated a mail-order business named JS&A Group, all by himself, just with the power of his pen. Plus, he is the mastermind of The Adweek Copywriting Handbook. 18 His message: “Another factor that makes a great copywriter is the experience of running your own company and being responsible for every word you write. The really great direct marketing copywriters often don’t work for advertising agencies, but rather run their own companies and experience their own successes and failures. Ben Suarez, Gary Halbert, the late Gene Schwartz and dozens of others recognized as top copywriters have owned their own companies and learned over years of trial and error—years of both big mistakes and great success. You can’t beat that type of experience.” Claude C. Hopkins Claude C. Hopkins was another great American advertising pioneer. His belief was that the purpose of advertisements is only to sell something, and they should be gauged and rationalized by the results they generate. The great copywriter worked for several advertisers as well. His message: “Remember the people you address are selfish, as we all are. They care nothing about your interests or profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.” Clayton Makepeace Clayton Makepeace recently passed away and he was the highest-paid copywriter in America. He is considered the superstar of copywriting. His message: “Believe me; nothing works as well on the web as deadlines.” Dan Kennedy Along with being a founder of Magnetic Marketing, Dan Kennedy is also one of the most esteemed marketing advisors to most of the entrepreneurs and business owners around the globe. Kennedy has educated almost 6 million people across the globe with his Magnetic Marketing System. His message: “Always enter the conversation already occurring in the customer’s mind.” 19 Mark Ford Mark Ford - a multitalented person; he is a million-dollar copywriter, entrepreneur, publisher, real estate investor, filmmaker, art collector, and consultant to the direct marketing and publishing industries. His message: “To make the big bucks, you have to develop two skills: writing and selling yourself as a writer. You must be competent at one of those skills and masterful at the other. The choice is up to you.” Gary Halbert Gary Halbert was a great copywriter of his times and continues to be one today as well. He has won many more multi-million campaigns than any other copywriter; living or dead. His copywriting book named “The Boron Letters” has proved to be one of the most promising books ever composed on the topic. His message: “Credential the promotion! . . . the #2 reason they don’t buy from you is that they are not completely convinced you are for real.” Gene Schwartz Gene Schwartz is another great copywriter in history. His records of sales speak for his abilities. Let me share his message. His message: “The power of the ad is always in the product itself. It is not the copywriter.…The copywriter simply finds it and expresses it.” These were the cream of all top-notch copywriters I have learned from and continue to go back to for inspiration all the time. Hope their messages have given you good insight into their opinions about copywriting. Furthermore, you can also search for their tips and tricks online and follow them to become an outstanding copywriter of your own time. 20 What’s Included in Copywriting? Examples of Good Copy? Do you know in what nooks can you work as a copywriter? There are many out there. Let me share some significant ones with you in this handbook. 1. Sales Pages A sales page is a page that is particularly generated with one unique objective in mind: to carry out sales for a product or service. The product or service you're selling on the page can fluctuate, totally depending on your enterprise or niche. Nevertheless, the objective of the sales page stays invariant: that is getting visitors to convert into buyers. Here’s an example of a sales page. 21 2. Website Content Web content is text-based, pictorial, or aural content that is confronted as part of the user experience on the official (business) websites. The web pages may include text, images, sounds, videos, and animations. Like this one here. 22 23 So, this is what web content looks like. 3. Sales Letters A sales letter is a chunk of direct mail that is formulated to entice the reader into buying a specific product or service when the salesman is absent. A sales letter is defined as: "A form of direct mail in which an advertiser sends a letter to a potential customer." 24 Here is an excerpt from the most successful sales letter in the history of the world (the full letter here): 4. Funnel Copy Sales funnel copywriting is the method in which the copywriter composes words that run prospects via the funnel, motivating them to share their email addresses with businesses and ultimately become devoted, long-term buyers or clients. Here’s an example of a funnel to get email addresses from perspective buyers: 25 Save $229.99 When You Sign Up Today! YES! I Want To Upgrade My Order Today Never Run Out Of Your Secret Weapon Ever Again No Subscription. No Money Charges. No Funny Business. No thanks -- I'm confident that my life will never get so busy that I accidentally run out of NuFOCUS, leaving me stranded for 2-5 weeks waiting for another bottle...AND I'd like to pay FULL PRICE every time I need an extra bottle. I understand that I'll NEVER see this special page again -and it's such a fantastic deal that it's not publicly available, not even on Amazon. 5. Product Descriptions This is the marketing copy that is utilized to define a product's value to its potential clients. A convincing product description empowers clients with all the details such as features, problems that the product solves, and other advantages to help elicit a sale. Here’s an example. 6. Facebook Ads Facebook Ads is a social media advertising platform which is targeted at social media users and is a group of phrases that focus on social networking services. 26 7. Video Sales Letters A video sales letter (VSL) is a video made to vend the products or services to the viewers. A VSL utilizes the similar regulations that a written sales letter does to convince its audience but in the form of a video. You can see video sales letters on several websites, landing pages, and digital ads. 8. Landing Pages The landing page on a website is formulated to transform visitors into leads. It is distinct from other pages on the website. The landing page follows this criterion: ● It has a form that enables you to take hold of a visitor's data in exchange for the desired offer. 27 Here’s an example of a landing page. 9. Scripts Video and audio scripts are another form of copywriting that is in hype these days. You, as a copywriter, can write compelling scripts for your clients’ businesses and earn money. These scripts are for ads that are publicized on television, radio, etc. Here is an example of a video script. 10. Emails Email marketing is the form of copywriting that incorporates long lists of emails that are sent to clients for new products or whatever other purpose it serves in order to execute sales. It is another profitable niche that you can opt for once you have mastered it. 28 Let me show you an example. 29 5 Components of Good Copy Having showed you the niches in copywriting, let me share with you the 5 basic components of a good copy. You must take special care to include these when producing a copy. 1. Headline with a Hook A great copy carries a great hook. A hook that entices the readers towards itself. Therefore, keep your focus on the headline of the copy and bring about the attention of the audience. 2. The Lead of the Copy The lead is often the first paragraph or first line of the copy. Make sure your lead is interesting enough to intrigue the audience to read the whole thing. It is the basic component that can either make your copy successful or a failure. 3. The Pain Point Section It’s the section where a good copy will discuss the requirements of the audience: their problem. To present your product, you have to address their pain points, so they completely get fixed to the copy in search of the solution. Getting it? 4. The Benefits After you have written the paint points, now comes the turn of the benefits. Present the benefits of the service or the product to the reader. The benefits must be substantial and convince the audience that a certain product or service is beneficial for them. 5. The Offer In the end comes for the offer. An extremely important part of copy is the offer. Offers always entice the audience. Therefore, do give an offer at the end to persuade the audience to make a purchase. These are the basic components of a good copy. If you apply them, I can guarantee that your copy will also stand out, just like other top-class copywriters. 30 Must-Do Things to Write Good Copy Now that I have told you the basic components of a good copy, I’d like to mention some more kernels of wisdom in this handbook that you must be aware of and apply as well. Here’s the list, read on. 1. Research Every time you sit to write a copy, make sure you have done enough research from your side and you know everything about the product. This is important. Because if you don’t know adequately about your selling product, you will never write a compelling copy. 2. Craft a Structure The second vital thing to write a substantial copy is crafting a structure of the copy. You must know what point you need to discuss first and what later. You can follow the abovementioned components’ structure in your copy. This will give a thorough look at your writing and bring your audience into the loop. 3. Address the Pain Points As mentioned earlier, pain points are the audience’s requirements. If you don’t address them in your writing, your writing is worthless. The audience won’t be able to realize whether or not you have a solution to their problems. 4. Present the Offer Reminding you again! Before you close the copy, make sure you present the offer. Offers always attract the audience. So, do mention the discounted offers or add an extra gift with the product. This will make your audience confident that they are purchasing the product at a great price that suits their budget. 5. Close the Copy Lastly, after presenting the offer, you can now close your copy with a line that has a sweet tone, just like a lullaby. Now comes the most important query! 31 How do Copywriters Get Paid? The main concern for you all is surely the process of getting paid. So, without further ado, let me tell you how you can get paid as a copywriter. Following are a few methods that are usually employed. Retainers The retainer payment is the monthly agreement between the client and you. It is a fixed fee that the buyer pays you every month for an expected quantity of work. The work may fluctuate each month, but you receive the determined payment from the buyer. Per Project/Deliverable It’s the common method to receive payments. Once you are done with the client’s order, you can deliver your project and ask for the payment. It is a simple and easy method. Royalty/Percentage Share The royalty share is a payment you get as a percentage of each sale that is made through your copy. Many people go for this option as well. Per Word (If You’re Just Starting) If you’re just starting out as a copywriter, you can ask for a per word payment from the clients as well. Although this is recommended for beginners only. 32 Where Can You Start Hunting for Clients as a Copywriter? It is very important that you find clients if you want to start your copywriting career. Luckily, there are many options out there to find clients. Here are a few ways you can look for your next perspective client. Try out all of them and embark on your journey to a fulfilling copywriting career! 1. Fiverr Fiverr, being a well-renowned platform for freelancing, is the best option to start with. You can make your profile and post gigs over there to obtain clients. If you use the right tactics, you can get very good potential clients from this platform. Quick reminder: Know that I had mentioned my monthly earnings from Fiverr only. 2. Upwork Upwork is another freelancing platform that helps you find clients. It is a very professional platform so make sure you stay proactive and more professional there. I am not saying that other platforms are not professional, they surely are. However, Upwork is not filled with unprofessional newbies. So, if you act unprofessionally on Upwork, you won’t gain good clients. 3. Guru.com Guru.com is a website that is really useful to find clients. You can set up your profile there and start looking for jobs. The bidding or cover letter process is the same as other platforms. 4. Freelancer.com Like Guru.com, Freelancer.com is also a freelancing website where you can search for good clients. Your success as a copywriter totally depends on how well you pitch for the jobs. 5. Facebook Groups for Copywriters If you’re just starting up, I recommend you join the Facebook groups for copywriters. You will find numerous jobs there as well, but the pay rate will be per word (I guess). 33 6. Local Brands Other than the platforms and groups mentioned above, you can also get linked with the local brands in your area by pitching them through a cold call or email and work as a copywriter with them. This can be a great opportunity to gain experience. 34 Copywriting Glossary A/B Testing / Split Testing: It is a test in which two or more variants are formulated and demonstrated to users randomly and statistical analysis is employed to distinguish which variant performs competently. Abandon Cart: When someone fills up a cart with items and reaches the checkout but leaves without purchasing. Above the Fold: It's the portion of the screen which is visible to the visitors when they first enter. No matter by phone, tablet, laptop, or desktop. Acquisition Cost: The cost related with inducing a new customer. Advertising: It is putting a limelight on the product, service, or enterprise through paid broadcasting – print or digital. Advertorial: It is the procedure of mixing advertising with available information(editorial). Affiliate: A corporation or an individual who publicizes your offer for a percentage share in sales. Average Order Value (AOV): It is the average dollar amount that is paid each time a buyer places an order in the front end. This encompasses the first offer they observe plus the upsells. Average Revenue Per User (ARPU): It gauges the average portion of how much earnings is generated by a user. Website bounce rate: It’s the rate at which a certain number of people arrive on the page of your website and then depart without clicking on anything else or directing to any other pages from your website. Email bounce rate: It’s the rate at which an email was incapable to be delivered to the recipient's inbox. Clickthrough Rate (CTR): It's the percentage of people who see your ad and “clicks through” to the place of the link. Cold Email: Simply put, a cold email is an introductory email you mail to a potential client without having any prior contact. Content Marketing: A strategic process to marketing that's directed on invariably generating and allotting high-quality, valuable content to entice, engage, and convert a particular audience and drive profitable action. Direct Response (DR): An advertising method that requires sudden, measurable activity from the audience. 35 BRC: It is a business response card that is prepaid and pre-addressed that the prospect returns in reaction to an immediate mail campaign. Call to Action: The written counterpart of the close of the sale, the call to action provokes the chance to take a particular action in a swap for a certain offer. While it’s one of the most significant aspects of a marketing piece, it’s also continually overlooked or insufficiently evaluated. Copy: All the writing that is found in ads, direct mail, brochures, websites, and other marketing materials is called copy. 36 Want to Learn More? Haven’t learned enough from this handbook and want to learn more? You can head on to my YouTube Channel and Facebook Group. There, you’ll get to learn a lot more. Plus, using Facebook, you can directly contact me if you have any queries that are left unanswered. With that said, I ‘gotta’ leave. In the end, I’d like to say, “Give your best and leave the rest to Allah! For HE is the best of planners.” Carpe Diem!
