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CORCRO
Introduction
4
From One Writer to Another
9
Okay… Let’s talk about YOU
Not a “Trained” Writer?
No Problem!
12
The Charmed Life of a
Freelance Writer
17
The Money That’s Waiting:
5, 6, and 7 Figures
(The Choice Is Yours)
21
The Massive Demand…
Why It’s Only Getting Bigger
and Why Copywriters
Get Paid So Much Money!
25
(Surprising) Traits of a
Successful Freelancer
9 of the Most Lucrative
and In-Demand Writing
Opportunities You Can
Learn Right Away
31
36
Let’s Get You Making
Money as a Writer…
100
These Are the Top Writing
Specialties I Recommend
Beginning With
106
About
the Author
9 Ways to Make a Real Living as a Writer
112
3
Introduction
Welcome to the Wonderful World of Freelance Writing
Hello there!
I’d like to officially thank you for joining me here in AWAI’s industry handbook for
new writers: 9 Ways to Make a Real Living as a Writer.
You’re about to uncover the powerful methods and closely guarded secrets that
allow regular people to earn a real income writing from home.
I’m not talking about fifty dollars here, a hundred bucks there.
I’m talking about the chance to earn as much as five… six… even seven figures
with your new writing skills.
The kind of writing I’m talking about is called copywriting.
And by the time you finish reading this guide, you’ll know exactly what
copywriting is, why the demand for these kinds of writers is higher now than
it’s ever been in history, and how you can get a piece of this multibillion-dollar
copywriting pie even with no prior writing experience.
Hi, I’m Rebecca Matter, and I’m the president of American Writers & Artists
Institute (AWAI).
I’m so glad you’ve discovered us.
I promise — you won’t find a partner more committed to championing your
success as a writer than AWAI.
We started as a home-study course written by copywriters back in 1997. Our
mission was twofold:
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4
1. Help what was then our $2.7 trillion industry meet the never-ending
demand for new copywriters…
2. And introduce new writers to our little-known — but extremely lucrative
— niche of the writing world.
Much has happened in the last two-plus decades…
Starting with the Internet.
Thanks to the ease and instant connection of online communication,
direct marketers were suddenly able to reach billions of people with the
click of a button.
Soon afterward, e-commerce exploded.
The way businesses and organizations reached their customers and
followers was forever transformed.
Suddenly there was MASSIVE demand for copywriters to write all kinds of new
things, including company websites, email, social media posts, Google ads, video
scripts, and more.
Because of our stellar reputation for teaching copywriting skills, many of these
companies looked to AWAI for new writers when they needed them.
As a result of this truly symbiotic relationship, AWAI has become the largest,
most successful copywriter training organization in the world.
We’ve introduced countless thousands of aspiring copywriters to this now
$10 trillion industry (and more are still needed!).
Many are earning six figures writing from the comfort of their homes — or
anywhere they like!
They’re people just like you — former secretaries, engineers, pilots, bankers,
nurses, salespeople…
9 Ways to Make a Real Living as a Writer
5
And also stay-at-home moms, grandparents, retirees, and college grads unable
to find work.
Some of our members even had high-prestige corporate jobs that paid very well
but left them overworked and unfulfilled.
Yet they all shared one thing in common:
They were tired of their lives being ruled by other people.
They were tired of waking up at the same hour every working day… fighting the
same traffic jams… going to the same offices… dealing with the same bosses —
and really living only for the weekend and those glorious (but short) two or three
weeks out of 52 when they could get away from it all.
They wanted what we call around here the writer’s life…
Where you can live and write from anywhere…
Choose your own hours…
Take days off when you want to.
Vacation whenever and as often as you like.
No more alarm clocks. No more bosses.
Total freedom.
We know writers who rent villas in Tuscany where they write in the
morning and explore vineyards in the afternoon.
We know one writer who bought his dream sailboat and now writes
from it off the coast of Mexico.
Another copywriter we know often writes from sidewalk cafés near his
Paris apartment.
And believe it or not, I know one writer who works only when the
weather is bad. When it’s nice out, he’s out golfing, on his boat, walking
the dogs, or hitting the ski slopes!
9 Ways to Make a Real Living as a Writer
6
You’ll hear from some of these folks a little later in this handbook.
I’m confident they’ll inspire you.
And the most exciting thing about all of this?
You can follow in their footsteps!
That’s because becoming a well-paid copywriter really comes down to a few
basic writing skills and a formula anyone can learn.
But the right kind of training and direction is key to your success, and this
isn’t information you can find out in the open.
Because you won’t find a class in school with this in-depth level of training on
this type of writing.
And you can’t master it from a book.
“
Only through AWAI can you tap into a network of top
copywriters and marketers willing to share “secrets
of the craft” with you.
Only through AWAI can you access the skills,
knowledge, techniques, tools, and strategies to
achieve any level of success within our industry.
And only through AWAI can you get the kind
of one-on-one learning, coaching, and mentoring
that will accelerate your success.
In just a few moments I’m going to reveal many of these industry secrets that
people are using to change their lives.
9 Ways to Make a Real Living as a Writer
7
But first, I’d like to introduce you to Mindy McHorse.
Just a few years ago Mindy learned about AWAI, much like you have today.
And like you might be now, she was skeptical that “anyone” could learn to write
and make big money as a copywriter.
But in the same breath, she didn’t want to spend the rest of her working life tied
to an office chair staring at mind-numbing spreadsheets eight to 10 hours a day,
five days a week, 50 weeks a year…
She wanted more for her life.
So she took action.
See how it’s paid off for her both financially and personally, below.
To your writing success,
Rebecca Matter
President, AWAI
9 Ways to Make a Real Living as a Writer
8
From One Writer to Another
Dear Aspiring Writer,
Good news! If you’re reading this, you already have a leg up on most people.
Why? Because the simple act of looking at possibilities beyond your situation is
the first step toward changing it.
It separates you from the folks who answer every “what-if” with a “yeah, but…”
You know the type. You say, “What if I could leave this job and find one I really love?”
and they say, “Yeah, but there’s no way you could ever make money doing that.”
Or you say, “What if I could work from home and make my own schedule?” But
they say, “Yeah, sounds nice, but that’s not a real job.”
Well, how about you say to me, “What if I could make six figures working
from home, living the writer’s life?”
Because then I’d reply, “Cool! I’m doing that, too. I wasn’t sure I could at first, but
as it turns out, it really is all it’s cracked up to be.”
Though I’ll confess — I took a few life detours before I landed this golden living. I
first went the tried-and-true route of getting a “safe” job. I had my own office, a
cushy salary, and dental insurance.
But, what I also had were stacks of hopelessly dull spreadsheets to analyze on a
daily basis.
Along with that, I was bound to a 9-to-5 work schedule with a 30-minute lunch
break. My daily commute cost me a full hour stuck in traffic each direction, five
times a week.
That was a rough time for me. I hated not being able to control my schedule.
I wasn’t a bit passionate about my job (to say the least), and it upset me that I
rarely saw my husband, whose own job put him on a schedule opposite mine.
9 Ways to Make a Real Living as a Writer
9
Something had to change, but I didn’t have a clue where to start.
That’s when I first learned about the world of copywriting. I was intrigued, but
skeptical. After all, how was it possible to make six figures in a field I’d never even
heard of?
Don’t get me wrong — I’d always loved writing. But in my mind, writing was the
kind of thing you did for fun (unless, of course, you were okay with scratching out
a meager living and surviving on canned tuna).
Still, I couldn’t get the idea out of my head. To prove to myself it was too
good to be true, I started researching some of the six-figure writers I’d
read about. It didn’t take long to figure out they were real people and their
stories were all true.
That’s when my excitement began to build. If other people could pull off this idea of
working from home with no boss to check up on them, could I do it? And if there
was a possibility I could make seriously good money, wasn’t it worth looking into?
So I went for it…
I pretty much started from scratch, in the sense that I didn’t come into this
field with existing contacts or experience. But I got the copywriting training
I needed and spent some time getting to know people in the industry.
My first year, while still learning the ropes, I made just over $17,000. My second
year, I earned $21,763 and took two months off to have a baby. (On that note,
I’ve got to say it was incredible to be in command of my own schedule while
pregnant. My last job certainly wouldn’t have let me take daily afternoon naps!)
My third year? I crossed the six-figure mark — finishing the year at $100,598.
I’ve enjoyed a six-figure income ever since… working part-time hours.
Seriously, I LOVE this lifestyle. (I imagine you will, too!) And I have the team over
at AWAI to credit for it.
They gave me everything I needed to live happily and abundantly as
a career-writer.
9 Ways to Make a Real Living as a Writer
10
Without them, I may not have discovered copywriting. They not only taught
me the writing skills I needed, but also gave unwavering support over the years
through their programs, events, and massive network of other writers. They’re
genuinely interested in helping people succeed at writing for a living.
I’ve now taken on the editor role for AWAI’s Barefoot Writer magazine, which
helps new writers get their paid careers off the ground. It’s a great way for me to
stay connected to this strong community of real working copywriters and share
my own experiences with fellow writers.
The way I see it, the single most important thing you can do to achieve the
writer’s life is to start taking yourself seriously.
After that, everything just falls into place, because your eyes and ears open up to
all the paid writing possibilities (which are endless, by the way).
Before I embraced this lifestyle, I lost a lot of time doubting whether it was the
right decision to leave my safe, salaried job and live the writer’s life. But when I
let go of all that worry and the “what-ifs” that came with it, I realized it really IS all
it’s cracked up to be — and then some.
You can, too. This is a place where few dare to tread, but you’ve already begun
moving forward.
All you need to do now is take that next step. You’ve come to the right place.
Mindy McHorse
Freelance Copywriter
Editor, AWAI’s Barefoot Writer Magazine
9 Ways to Make a Real Living as a Writer
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Okay… Let’s talk about YOU
Not a “Trained” Writer?
No Problem!
If ever there was a “belief” that has prevented more people from earning big
money and having the lifestyle they always dreamed of — “I’m not a good
enough writer” has to be it.
If you believe in that myth too — here’s some good news:
The most successful people in our industry had no “official” writing experience or
training before they decided to become copywriters!
So, if that’s what’s stopping you… it’s time to let it go!
Copywriting has proved time and time again to be the best opportunity for
writers and nonwriters alike to make a living.
But too many people new to our world sabotage their success before they even
begin.
How?
“
By believing you need writing experience or
some kind of English or journalism degree to
be a successful copywriter.
9 Ways to Make a Real Living as a Writer
12
Of all the myths about copywriting — that’s myth No. 1!
In fact, here at AWAI, we believe — and know — the exact opposite to be true.
Because of copywriting’s simple structure and conversational tone, the less you
know about formal or “proper” writing… the better.
In fact, some of our most successful students have come from backgrounds
totally unrelated to writing or formal English.
One writer we know named Jon Stoltzfus was a rocket scientist before he
discovered copywriting and started earning in the high six figures with one of
the biggest publishing companies in the world.
Another writer, Steve Mauer, was nearing retirement after spending his entire
career as a machine maintenance worker before he discovered copywriting —
and now he has a unique skill that can earn him six figures writing in retirement!
Another AWAI-trained copywriter, also named Steve — didn’t even finish the
sixth grade!
Then there’s Evaldo –– who earns millions as a copywriter in the financial
newsletter space — but didn’t start learning English until he was 21…
His first language is Portuguese! Yet a little over a decade later, he’s one of the
very best copywriters working today!
So believe it when we say you don’t need a degree or formal training.
But What About “Natural Writing Talent”?
And as Evaldo proves, you don’t even have to be great at English to write winning
English language copy.
Now let’s talk briefly about myth No. 2…
When AWAI first began teaching new copywriters back in 1997, the advertising
industry had a strong negative reaction to what we were doing.
9 Ways to Make a Real Living as a Writer
13
They told us we were way out of line for presuming we could teach people who
weren’t pros how to write persuasive copy.
Back then, the belief was that copywriting was a closed profession for
“Madison Avenue” writers only. They treated copywriting like it was meant for
only a select few oddball geniuses with years and years of experience.
We believed that was a myth…
After all, two of AWAI’s own founders, copywriters Paul Hollingshead and
Don Mahoney, came to the industry with no knowledge, no “natural-born”
writing talent.
Paul was working as a stock clerk in a grocery store, and Don was a
cabinetmaker. They were taught the craft by Mark Ford, master copywriter and
fellow AWAI partner… and have made millions of dollars as writers since.
But we were still a little worried…
What if the “Madison Avenue” exclusivity myth were true?
What if the naysayers were right?
Fortunately, our doubts didn’t last long.
Within just months of launching our flagship writing program, we started
hearing from our earliest students that they were getting paid assignments…
quitting their “old jobs” and becoming freelance copywriters… even being hired
as staff writers by big-name marketing companies.
My colleague Katie Yeakle, who’s been with AWAI since Day One and helped
start the company, often tells the story about Richard, one of the very first
students we taught, who, after his first week working as an in-house writer for a
9 Ways to Make a Real Living as a Writer
14
huge self-help publisher, called her and said this:
“
I just sat in on my first meeting, and they think I’m
a marketing genius. I casually mentioned the basics
I’ve learned from AWAI, like the 4-Legged Stool…
The 4 U’s©… the Power of One… and I was able to
make all the copy we reviewed instantly better.
Over the past 20-plus years, we’ve helped thousands of other “nonwriter”
members like Jon, Steve, and Richard launch successful writing careers.
Thank goodness they didn’t buy into the “Madison Avenue” myth!
So, if you’re thinking
“I’m not a real writer…”
“I’m not ready…”
“My copy isn’t good enough…”
“How will clients know I’m good enough?”
Don’t worry…
As long as you have the very basics of persuasive writing under your belt, your
copy is probably “good enough.”
Sure, you’ll get better and better as you learn and gain more experience.
But that doesn’t mean you need to wait to start getting paid to write copy.
Literally hundreds of thousands of companies will gladly pay you to write their
sales letters, emails, online ads, video scripts, e-newsletters, landing pages, social
9 Ways to Make a Real Living as a Writer
15
media updates, website copy, white papers, case studies, online content, blog
posts… The list is quite extensive.
When it comes down to it, you don’t have to be an expert to make a great living
as a copywriter. You don’t have to know everything.
Like Steve happily discovered…
You just have to know more than your client.
And you will…
Even if it’s only from the powerful insights you’ll gain from reading this
handbook!
So, ignore the myths and listen to the truth when it comes to copywriting.
If you enjoy reading and writing, it’s possible to make a very good living as a
copywriter — even if it’s just part-time.
You can do it all from home, or the beach, or the neighborhood café… or from
wherever you want.
In fact, I’m writing this part of your handbook from an upstairs balcony
overlooking the green Texas Hill Country, enjoying a lovely breeze, and
listening to the beetles sound off in the trees.
Even after all these years, I still can’t believe this is my job!
And as you’ll discover ahead, I’m not the only one…
9 Ways to Make a Real Living as a Writer
16
The Charmed Life of a
Freelance Writer
Take a moment to imagine what your life might look like if you were suddenly
freed from your daily alarm clock…
No more rushing out the door to get stuck in traffic.
No more sitting chained to a desk for eight-plus hours a day.
No more budgeting your vacation time for just two weeks a year (or less).
No more stress or anxiety about when and if you can even use your
vacation time.
No more demanding bosses… gossipy coworkers… office politics…
or stressful meetings.
When you become a freelance writer, those work stresses completely disappear
from your life.
You’re the boss, left alone to decide when and where your office will be for the day.
You can write from your home office or favorite local coffee shop…
You can take the afternoon off to watch your kids at soccer practice.
Or, if your kids are grown, take a vacation to visit them across the country — and
write from their garden patio… taking breaks whenever you please to spend time
with the grandkids.
9 Ways to Make a Real Living as a Writer
17
It doesn’t matter where or even what time of day you work.
Earlier I mentioned AWAI-trained writers writing from Paris cafés and sailboats
down in Mexico.
But nearly every copywriter I know has his or her own version of their “perfect life.”
One copywriter I know, Mike Palmer, took several months off to golf throughout
Ireland — and wrote a book about it!
Plus, he travels and writes from France, Spain, Argentina, Panama, Nicaragua…
and says his favorite new place to work is his Delaware beach house.
Copywriter Starr Daubenmire recently fulfilled a lifelong dream of spending part
of her summer in Tuscany writing during the mornings… and painting in the
afternoons from her terrace overlooking the world-famous vineyards there.
Says Starr,
“I have a measure of freedom I never had before. I can take a two-hour
lunch and go for a swim. I can run to the school and pick up a sick
grandchild. And I can work from anywhere I like — home, the bookstore,
while traveling. Absolutely nothing beats being your own boss!”
9 Ways to Make a Real Living as a Writer
18
Or there’s John Forde, who told us this:
“I’ve been lucky enough to work a few months in London… a couple
of months in a French farmhouse… beach side on both coasts of
the U.S.… in a large, rented flat in Barcelona… in an enclosed garden
enclave with a pool in Portugal near the Algarve… under a grape
arbor each morning for a couple of weeks in Greece…”
Ed Gandia loves the control copywriting gives him over his life:
“As a freelance writer I’m able to chart my own course. I don’t
commute to work… I don’t have to travel… I get to see my family
every day… I have no one to answer to… Plus I’m a lot more relaxed
than I used to be… This may sound cheesy, but I’m a lot more at
peace now that I’m in control of my life.”
And Susan Nickerson wrote AWAI to tell us she broke the six-figure income level
while writing from exotic places like Honduras, Greece, Italy, Turkey, and Croatia.
For others, the writer’s life is about family, loved ones, and never having to
sacrifice.
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19
Like AWAI-trained copywriter Cindy Cyr, who was able to earn a great living as a
writer while traveling the country in support of her singer/songwriter son Dalton —
who’s gone on to a successful career in the entertainment industry in Los Angeles…
Or Mindy, AWAI’s Barefoot Writer magazine editor you heard from earlier, who’s
been able to be home for all four of her children, rather than just for dinners and
a quick bedtime story…
And Robert Rice, whose copywriting saved him from having to wait tables and
take endless odd jobs while he supported his dream of becoming an actor…
We’ve heard countless exciting stories like these over the years, and undoubtedly
there are more we’ve yet to hear…
That’s why when you discover your “ideal writer’s life,” we want you to share it
with us, so we can inspire others to follow in your path.
Maybe you’re wondering…
How are these people supporting this lifestyle?
Is the money you can make in copywriting really that good?
9 Ways to Make a Real Living as a Writer
20
The Money That’s Waiting:
5, 6, and 7 Figures
(The Choice Is Yours)
The answer is a resounding YES!
And the reason why is very simple:
Copywriters are the engine that drives our now $10 trillion industry!
Copywriting is what moves readers, customers, prospective buyers, and
information seekers to TAKE ACTION…
Whether that action is to buy something they need… learn more about a product
or service that can help them… or donate to a worthy cause…
Copywriters make it happen.
And they do it through persuasive writing…
Contrary to any negative ideas you might have about “selling,” skillful
copywriting is really about helping people find real solutions to real problems.
Let’s say, for instance, you can’t get a good night’s sleep…
A good copywriter will explain all the reasons that could be preventing you from
getting the sleep you need — and offer a solution that will fix the problem.
Or, say you want to lose weight…
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A good copywriter might explain why traditional diets don’t work — and point
you to scientifically backed methods that do.
Say a business has developed a new machine or is introducing a new service
that can save other businesses a fortune in production costs.
A good copywriter will introduce that money-saving option to businesses that
could benefit from it — and explain in clear terms why it works.
In other words, copywriters offer solutions to problems.
Once you understand that’s what copywriting is all about and you master the
basics of persuasive writing, the amount you earn is up to you.
And because your words are driving a “desired action” that, in the end, helps
businesses become more successful, copywriters earn many, many times what
an average staff writer or freelance magazine writer earns.
To put it another way…
Even though magazine writers and journalists are vital to the publishers they
write for, they’re still an “expense” to the business…
Copywriters are — and will forever be — revenue generators.
And revenue generators are not only necessary…
They’re revered…
And they’re extremely well paid.
That’s why, as a skilled copywriter, you can “dial up” any income you need.
Maybe you want to earn an extra $50,000 a year on top of what you’re doing now.
You can do that simply by taking on small, fast “weekend writing projects” that
pay $2,000 to $3,000 each.
Or you can do what writer Nick Usborne does.
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He earns an average of $4,500 per month working just one hour a day on one of
his writing projects — writing about coffee! This comes out to a nice $50,000 per
year and gives him a lot of freedom to do other writing, too!
Nick says, “My coffee site is strictly a hobby. I spend a little time on it
during evenings and weekends. And that’s it.
“When you look at it that way, the money I make is wonderful,” he
adds. “This isn’t work for me. I’m simply writing about a topic that
interests me anyway.”
Or maybe you want to replace your day job entirely — and earn up into the six
figures. You can do that.
Steve Coombes started copywriting on the side after discovering AWAI — while
still holding down a full-time job as an IT professional.
When he was unexpectedly laid off a couple of years later, he already had a
backup plan in place. He started copywriting full-time. He was able to quickly
replace his six-figure income… only now he gets to spend every single day with
his family.
Or maybe you want to become a superstar copywriter — earning into the seven
figures. You can do that.
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23
Copywriter Henry Cowan made $900,000 from a single letter he wrote. And that
doesn’t include the big $40,000 fee he charged up front to write the package.
I told you about AWAI-trained copywriter Jon Stoltzfus — the former rocket
scientist who’s made over $1 million in the very lucrative financial niche since
discovering copywriting just a few years ago…
No matter your income goals, copywriting can help you achieve them.
The handbook you’re reading is a great start…
Not only does it reveal what it takes to be successful in each of the nine
“in-demand” writing opportunities you’re about to discover, but you’ll also see
detailed outlines of the earnings potential for each niche.
But first, maybe you’re wondering…
How do copywriters get paid — and why is it so much?
9 Ways to Make a Real Living as a Writer
24
The Massive Demand…
Why It’s Only
Getting Bigger and
Why Copywriters
Get Paid So Much Money!
If the Internet has forever changed business…
It’s absolutely exploded the opportunity for copywriters.
Where companies once had no choice but to spend hundreds of thousands —
often millions — of dollars on TV ads, newspapers, Yellow Page listings,
and direct mail campaigns…
They can now reach highly targeted customers for a fraction of the cost…
All via the Internet.
With one click of a button.
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Think about how you go about buying something today…
You might Google a topic, which brings you to an article. That article was likely
written by a copywriter.
From that article, you might be directed to a website.
The pages on that website — especially the ones promoting products — were
likely written by a copywriter.
Maybe you like the company’s messaging and sign up to get more information.
That landing page that persuades you to give them your email address was
written by a copywriter.
The email messages you get from that company were — you guessed it! —
written by a copywriter.
And say you become a really big fan of the company and you follow it on social
media outlets like Facebook, YouTube, Twitter, Instagram…
Those posts… those relevant news articles… those little videos?
Yup… written by copywriters…
All with one goal…
9 Ways to Make a Real Living as a Writer
26
To get you to become and remain a “happy customer” — and buy what you need
when you need it, from the company that won you over!
That’s why I can say without one ounce of hesitation:
Copywriters are the engine behind what makes the e-commerce machine work.
Here’s how copywriter and AWAI’s cofounder Paul Hollingshead puts it:
“Companies use copywriting to sell everything from mattresses to
financial newsletters… from health supplements to fruit baskets.
“Nonprofits raise billions using copywriting techniques, too — from
political candidates to environmental organizations to children’s aid
groups.
“And let’s not forget the multibillion-dollar business-to business
market, one of the most lucrative and in-demand niches of the
direct-response industry for copywriters.
“Add it all up and it’s a $10 trillion industry at the start of this new
decade — and growing every year.
“All the most successful of these companies use skilled directresponse copywriters, because a well-written letter, ad, or email can
bring in millions of dollars — for a fraction of the cost of opening a
storefront or selling wholesale to retailers.
“Direct-response copywriting allows companies to reach the
people and businesses most likely to buy their products… simply by
sending letters and emails to those who have shown an interest in
similar products in the past.”
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27
And if there’s any doubt about the money up for grabs, consider this from Bill
Bonner, the founder of one of the largest direct-response publishers in the world:
“This past year alone, my company paid out over $20 million in writing
fees and royalties to copywriters. And you know what? I’m happy to
do it. Why? Because a good letter is the ‘engine’ of my business.”
So just how do copywriters get paid?
With apologies to Ralph Waldo Emerson… there’s a saying in our industry…
“
Learn to write persuasively, and the
world will beat a path to your door.
It’s true.
Businesses are all too happy to pay BIG money to skilled copywriters.
It’s just basic math. Let me ask you this:
If you knew someone who could write a letter or a series of emails that would
bring you $10,000… $100,000… or $1,000,000 “cash in the door” today — how
much would you be willing to pay him or her?
Answer: Whatever it takes!
Which is why copywriters can earn far more than most freelance writers who get
paid by the word to write articles and news stories.
In many cases — and depending on what you’re writing — a good copywriter
can earn anywhere from $500 for a small ad or a one- or two-page email
message that you can write in a day or less…
To as much as $30,000 for a full-length sales letter!
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And then there are royalties…
This is the “bonus” fee many writers get based on the actual sales their
persuasive writing generates.
But “bonus” is a bit of a misnomer.
It’s not a “few extra dollars” for “doing a good job.”
We know copywriters who earn the bulk of their income from royalties alone —
$50,000… $100,000… sometimes $200,000 a year or more!
And then there are copywriters like Evaldo.
Remember him?
He’s the writer whose second language is English, who studied AWAI’s secrets…
started working as a writer in 2014… and in 2017 and 2018 generated over
$120 million in financial newsletter subscription sales.
Now, I don’t know Evaldo’s royalty arrangement. That’s between Evaldo and the
client who hires him…
But based on average royalties earned by other copywriters we know in the
financial newsletter niche… he could have earned upward of $5 million in
royalties based on those sales!
And that’s not including any salary, retainer, or up-front fees writers like him
would have received to write all that winning copy in the first place.
And here’s the great thing about it…
The company that paid him that $5 million…
They can’t wait to pay it to him again… and again… and again.
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Because for every $5 million Evaldo earns — the company is generating
$120 million in sales from his writing!
Evaldo and countless others are proof positive.
“
If you want to make money as a writer —
copywriting is the answer.
And as you’ll discover when you dive into the “9 Ways to Make Money as a
Copywriter” section of this handbook — you can earn as little… or as much… as
you want or need.
From a few thousand a month in part-time writing income…
To millions of dollars as a full-time career.
But maybe you’re wondering…
If you don’t need an English degree — or even English as your first language…
Just what do you need to become a successful freelance copywriter?
Let’s have a look!
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(Surprising) Traits of a
Successful Freelancer
We’ve told you how you can earn a great living as a copywriter. And we’ve told
you how we do all this while working at home (or anywhere) without having
to worry about commuting, bosses, time clocks, and all the other hassles of
working for someone else.
Now you might be wondering… What strengths and qualities do you need to
be successful?
A group of us at AWAI were sitting around talking about this, and we came up
with a list of what we know — from experience — is needed by anyone to make it
in this business.
Here are a few of the traits all great copywriters have in common.
1. They’re hungry for knowledge
The best new writers are always asking questions. They want to know more
about the audience they’re writing for... what’s worked in the past… what’s
working now… what the competition is doing… They never stop thinking or
asking questions that will make them better writers.
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2. They study the competition
Successful writers are always reading sales promotions from all industries and all
kinds of competitors. They make it a habit to keep reading every day and stay on
top of what’s happening in the copywriting industry.
3. They’re results-driven
They want to know what’s worked in the past and, maybe more importantly,
what hasn’t worked (and why). They like to see key numbers like response rates
and conversion rates to be able to measure if something worked. And again,
they’re always asking questions if there’s a number or result that they don’t
understand.
4. They learn from failure
Copywriters know that failure is sometimes the best way to learn. They know
not to take it personally and that it may actually bring them even closer to a
breakthrough or a new way of selling something.
5. They get input from others
They know the importance of connecting and networking with others to
become a stronger writer. They talk out their ideas with friends, family, and other
copywriters. They talk to marketers and product teams to truly understand what
they’re selling and find the best way to position it.
The desire to keep learning is at the core of all five of these traits.
Whether or not these traits come naturally to you, consider cultivating them.
They will make you a better writer.
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What You Need (and What You Don’t Need)
1. You Need a Desire to Succeed
To succeed as a copywriter you have to sell. To be honest, it’s not for everyone.
But if you like to convince people that your point of view is right… if you like to
get your way… and you’re generally successful at persuading others to see things
from your viewpoint, then you’re already enough of a salesperson to make a
living from copywriting.
2. You Need Some “Speaking Ability”
Remember, you don’t need any formal writing training, but you do need to be
able to speak and think clearly and simply. When you translate that into your
writing, you’ll be successful. It’s not about becoming the next great literary artist.
It’s about writing like you’re having a conversation with someone.
3. You Need to Be Willing to Read
Before you can write about a product and successfully persuade your reader to
buy, you’ll need to do a little reading. You’ll need to know the best things about
your product and what makes it better than what the competition is offering.
How does it work? How does it help the reader? What makes it unique? The
more you read up on it, the better salesperson you can be. You need to read the
work of other great copywriters to pick up ideas, learn about the structure of a
successful sales letter, and pick up phrases you can use in your own writing.
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4. You Need to Know Your Value
Without you (the copywriter) and the sales letter, no sales are made. It’s vital to
keep this in mind and know your worth as you begin working with clients. You’re
the most important piece of the direct-marketing puzzle.
5. You Need the Drive and Dedication to Learn Your Craft
Copywriting is a skill just like any other and can be learned with time and
practice. Even the best copywriters are still reading, learning, and improving.
Start by following the steps within this guide and keep going. Keep reading.
Keep practicing.
What You Don’t Need
1. You Don’t Need Money
Time, effort, and practice will be enough to land you repeat business as a
copywriter.
2. You Don’t Need a College Degree or Certification
Although you do need some specific copywriting training like you’ll get in this
guide and AWAI’s other resources, a college degree in writing isn’t needed.
3. You Don’t Need to Be a Master of the English Language
Writing conversationally is the key to success here. Don’t worry about being
grammatically perfect or having an extensive vocabulary. It’s not necessary.
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4. You Don’t Need Fancy Technical Skills or an Expensive Computer
A basic computer with word processing software, email, and a solid Internet
connection is all you need.
5. You Don’t Need to Be a Creative Genius
It’s your client’s job to give you the ideas and inspiration. It’s your job to put their
ideas on paper, explained clearly and simply. You’ll learn the basic techniques for
doing this in the next chapters.
How to Get Connected
I can imagine it’s a relief knowing you don’t have to worry about things like
money or mastery or genius-level skills!
Because really, if you have the traits I just mentioned, you’re already well
equipped to live a life where you call the shots — effectively, a life where you’re
the boss.
So to meld those traits into a well-paid career as a copywriter, the only thing you
do need is connection…
That includes connection to the opportunities, avenues, fee ranges, and practices
of the highest-paid opportunities and experts in the copywriting industry.
And that’s where AWAI really shines. So allow me to introduce you to the
top-paying writing opportunities available, where you can jump in and literally
start earning in a matter of months (or sometimes weeks!). Let’s take a look…
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9 of the Most Lucrative
and In-Demand Writing
Opportunities
You Can Learn Right Away
Now that you understand what direct-response copywriting is and the size
and scope of this opportunity, let’s get into the top nine best opportunities for
copywriters today. Keep in mind this is by no means a complete list. This is just a
starting point!
There are dozens and dozens of other topic areas where you can specialize.
Our AWAI faculty and copywriting experts have decided these nine
opportunities are the biggest and most in-demand right now, so let’s get started
with your first opportunity…
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Opportunity #1
A “Letter to a Friend,” or Writing Sales Letters
Sales Letters
What is a sales letter?
A sales letter is typically 12–24 pages of persuasive words that drive the reader
to purchase a product or service. They’re fairly long because there’s a lot to
accomplish to show the reader how your product will help them improve their
life, solve a problem, and so on.
The goal of a sales letter is to elicit a direct response from your reader — to get
them to take action immediately after reading your letter — and it takes time
and a certain formula to accomplish this, which is another reason why they tend
to be on the longer side.
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Who needs them, and what kind of demand is there for sales letters?
The demand for letters and the copywriters who can write them
has never been higher…
And the reason for it as you already learned in the last chapter is the exponential
growth of the Internet.
E-commerce has transformed the way we buy and sell things… the way businesses
find new customers… and the way businesses sell to other businesses.
And at the very core of it all… is the written word.
This opportunity is massive…
Tens of thousands of companies need and want qualified copywriters… and the
number of letters and pieces of promotional copy they need written week in and
week out is just enormous.
The sales letter, specifically, is the integral piece in direct marketing. This is the
final piece of the puzzle that persuades your reader to take action (or not), and
it’s why businesses are willing to pay writers big bucks when they write a topnotch sales letter.
Emails, social media, video, and blogs (which we’ll talk about later) all have an
important place in the business world, too, but the sales letter is the key piece
driving the sales home. The goal of all these other pieces is to get the reader to
click through to the sales letter. That’s where the magic happens.
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What does a sales letter look like? How is it structured?
Here is the basic structure of a direct sales letter:
Headline – where you grab your reader’s attention
Lead – where you hook your prospect
Body – where you highlight the benefits of your product or service
Close – where you ask your reader to take action
Order Device – where your prospect becomes a buyer
But really, that’s just the obvious structure.
The “hidden” structure in these letters, which is artfully woven together by
talented copywriters, consists of a secret formula we like to call The 4 P’s. When
you follow this formula, your writing comes out clear, focused, and easy to read.
In addition, it’s important to keep in mind that nobody likes the idea of
being sold…
Instead, people buy things for emotional, not rational, reasons… But once sold,
they need to satisfy their emotional decisions with logic.
This hidden structure that I’m about to share will move your reader along an
important path — taking them from a place of interest all the way to being ready
to spend their money on the product you’re selling. And you’ll do this all without
the reader feeling like they’re being “sold.”
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At AWAI, this hidden structure starts with The 4 P’s:
Promise — This is where you hook your reader’s attention by making
a big promise that appeals to their emotional side. Maybe that means
tapping their inner daydreams about being richer… thinner… or
happier. The goal here is to grab their attention and get them to keep
reading.
Picture — The picture offers just that: a picture that helps the reader
visualize herself taking advantage of whatever you’re offering. If you
know she’s been struggling to lose those last 20 pounds, you need your
prospect to visualize and imagine what it will be like when she’s 20
pounds lighter… enjoying all the benefits that come with this weight
loss, like the self-satisfaction of looking great in her clothes… her feeling
of accomplishment… compliments from others… higher energy levels…
Painting a picture is really all about little details.
Proof — The proof section is where you overturn your reader’s natural
doubts and prove that your big promise is really possible and that the
picture you’ve been painting is true. You might do this with direct
reviews of the product or service you’re writing about, or through
testimonials from satisfied customers or maybe even endorsements
from well-known names within the industry you’re writing about.
Push — The push is that point where you ask your reader to take an
action, like signing up for a newsletter, making a purchase, or pledging
a donation. We refer to this as the “call to action.” It’s also the part
where you tell them why your product (and your product alone) is the
best and only answer to their needs. A good call to action is also clear
and specific, and requires a commitment right away.
Armed with The 4 P’s, in this order, you’re all but certain to have a powerful letter
that appeals first to your reader’s emotion and then moves them through the
logic that gets them to buy.
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Real example of a sales letter
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How much does it pay?
$5,000–$25,000+ plus royalties
Time to complete?
At an average length of 12–24 pages, sales letters can take a week (for the pros) to
a month or more to complete. When you’re just starting out, depending on your
niche, you’ll likely average around six weeks to complete a full sales letter. As you
get faster over time, you can likely finish in closer to four weeks. I don’t say this
to intimidate you — many writers think it’s worth the time and investment since
the payout on these sales letters is high and often comes with royalties that will
serve as passive income over time.
Why specialize in sales letters?
The money you’ll make writing sales letters is the highest income of the nine
opportunities we’re talking about today. If it’s a big income you’re after, sales
letters could be your golden ticket.
Plus, the basic skills you’ll learn as a sales letter writer will translate nicely into
many of the other writing opportunities.
Consider this: As a working copywriter, you can realistically get to where you
write a full sales letter (also called a promotion) in a week. Let’s say you charge
$5,000 for your service. Let’s also say your promotion brings in $100,000 for the
company who hired you… There’s no downside. Everyone is happy: You got paid,
the client made money — and because you did well, they’re likely to hire you
again and again.
Now, if you’re just getting started, that fee might seem like a lot. But experienced
writers — those with just a few successful projects — can charge between $5,000
and $25,000 (or more) per sales promotion.
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Even if you write only one promotion per month, you could easily bring in
$60,000+ (working just part-time)! And that doesn’t even take into consideration
any royalties that are very common with sales letters…
Typical royalty rates are around 2–5% of sales — which means in our example
above you would make an additional $2,000 to $5,000 on top of your fee.
And because companies will mail your letters again and again, you could
continue to get paid on one single letter for years and years. We know writers
who are still getting paid royalties on a sales letter they wrote over 20 years ago!
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Opportunity #2
The Single Biggest Marketing Trend
of Our Lifetime…
Blog Writing
What is a blog, and why is it an effective communication tool?
A good blog post is simply a well-thought-out, well-written, to-the-point “article”
that is optimized for the search engines and posted on a website. After posting,
the blogger can also send the content out in email form. Some marketers will
even email the beginning of a blog post to subscribers and then invite them to
click over to their website to finish reading the post or share their comments.
Blogs can also be broken up into several social media posts. Then when someone
on social media clicks the posts, they’re taken back to the blog.
For a lot of writers, blogging is the perfect opportunity: short, informational,
conversational, and rarely salesy. Plus, since the most successful blogs need
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multiple posts each week, a blogging career could easily land you recurring pay
with a long-term retainer contract.
But first, let me address a major myth about blogging. It’s that the online world is
overrun with so many blogs, they’ve lost their effectiveness.
True — there are millions of blogs out there. Maybe hundreds of millions.
Consider this, though: Most blogs are not launched as marketing or
communication tools. Sometimes they’re simply the equivalent of an online
diary written by someone who wants to tell their ongoing story.
Other times, they are launched for a business purpose but then wane when
they’re mistakenly seen as a “nice to have” instead of being treated as a
marketing tool.
The reality is that most blogs are not created with a clear and measurable
marketing goal in mind. And they aren’t written with an eye toward
communicating with an audience or promoting a strong brand relationship.
Finally, many are not published consistently, or often enough to keep an
audience engaged.
That whittles the pool of effective, persuasive bloggers down to a much smaller
number — while the number of businesses needing effective blogs remains in
the millions.
Although blog posts can take many different shapes and forms, here are the
six major kinds of blogs you can get paid to write:
1. News: News posts are mostly informational, filled with announcements
or new findings. They must be based in fact or they can undermine your
credibility. The goal here is to position your post as the source of relevant,
accurate knowledge.
2. How-To: A how-to blog post explains exactly that: how to do something.
It might speak directly about how the product tied to the blog can help
a person solve a real problem. Or it might be related to the blog topic,
such as a money blog that talks about “how to save for vacations” or
“how to retire early.”
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3. Personal Story: This type of blog post shares the personal experience
someone had with a product or service, usually in the form of a success
story. It’s a way to inspire people, to make your blog relatable, and to
show how the product you’re writing about can make a difference in
their lives.
4. Intrigue: An intrigue post takes the reader a little deeper beyond a
story or facts and taps into their feelings. Those feelings could be envy,
inspiration, empathy, whatever — the goal here is to connect with your
readers on an emotional level and to get them to want to know more, or
at the very least, to keep reading more on your blog.
5. Listicle: Also known as “list posts,” these are blog posts written in a listbased format. The most common form of listicle is a short list of 10–20
items that are based on a specific theme. Listicles can be wonderful for a
blog because people love to share good list posts. For example, “10 Ways
to Remodel Your House for Cheap” or “5 Quick and Healthy Dinners.”
6. Reviews: Review posts look at products or services related to the topic
of a blog and give a summary of their effectiveness or usefulness, along
with feedback on how those things might help the reader. For example,
a coffee blog might have several posts about different coffeemakers
with the goal of informing the reader which brand is best.
Who needs blogs and why the demand?
According to internet intelligence firm ResearchNow, 84% percent of internet
buyers — more than 1.7 billion people — make buying decisions based on
information they read in blogs.
That means that as a blog writer, you can wield real power… not to mention enjoy
serious earning potential.
Whether you decide to write a blog for yourself and make money through
affiliate links, partnerships, selling your own products, or all three, or you’d rather
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write blogs for companies in niches you love and be paid handsomely in the
form of fees and retainers…
Or both…
Becoming a professional blog writer is one of the smartest paths you can take as
a new writer. Blog writing is an excellent way for you to write about topics that
mean the most to you. Politics, the environment, cooking, high-speed racing…
It’s all fair game when we’re talking about the blog-writing world.
Some writers will use their own personal blogs to create Money-Making Websites
that bring in passive incomes month after month. This means you’ll earn a
regular income from your site with only a few hours of attention each week. Over
time, you’ll increase your audience, strengthen your content, and become the
ultimate authority on your chosen topic.
And if writing your own blog articles isn’t enough, remember there are many
business owners out there looking for regular content each week and month.
What do blogs look like? How are they structured?
Blogs kick off with a strong headline, followed by an engaging lead. From there,
the goal is to be relevant, useful, and entertaining, and also to provide a reason
for the reader to return and read more. Here are the other factors that go into
blog creation:
Post length. Short blog posts run between 300 and 600 words, and
rates range from $50 to $200 per post. Long posts run between 700 and
1,200 words and start at $100, often going up to as much as $500 a post.
(In some industries, this fee can even exceed $1,000!)
Post frequency. Blogs are terrific writing opportunities because they’re
recurring. After all, the most successful blogs are updated consistently. That
said, frequency depends on your client and expectations. Some clients post
daily, some a few times a week, and some weekly. If you end up writing a
post just once a week, charge for a longer, more in-depth post.
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Post proximity to the point of sale. You can write posts intended to
persuade a potential buyer to read a sales letter or learn more about a
program, or you can write posts simply meant to build a relationship
between the reader and the product/company/service. The closer you
are to the point of sale, the higher you can go with your fees.
Also, with blogs, you don’t have to stick to just content…
You can use every creative tool in your bag to jazz up your blog and make it
interesting to your readers. Here’s some of what you can incorporate into a blog:
Videos
Slideshows
Contests and giveaways
Polls
Shareable infographics
Audio clips
Photos
Commenting opportunities
You can cycle through these different options or consider mixing and matching.
Always think of your reader and what the experience will be like for him or her
when incorporating different communication approaches.
How much does it pay?
Given that the average blog post comes in at 1,000 words — and for beginners,
can take as little as two to three hours to write (including research) once you
know the structure and secrets to writing a great blog…
You could easily handle as many as six clients who each need five blog posts a
month… translating to an incredible $144,000 a year.
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Sound crazy? Not when you break it down…
Let’s say each of those six clients agree to pay you $400 per post. And each post
takes you about three hours to write…
You could easily write one post a day — before lunch, even — and pocket $2,000
a month in retainers per client… for a total of $12,000 a month in retainers…
Which works out to $144,000 for the year!
But maybe instead of writing one a day, you do two or three a day and take the
rest of the week off…
Which gives you four or five days off every week, while still earning $144,000 a year.
See why blogging is easily one of the best writing jobs out there?
Along with a big demand for well-written blogs, blogs are also a great
long-term, paid writing opportunity because they offer you numerous
opportunities to get paid.
Once you have a few blogging clients, you can easily set yourself up for recurring
monthly paychecks in the four- to five-figure range. Even at the low end, a daily
short-post contract for $100 a blog could easily net you $2,000 a month. And
that’s just from one client!
Time to complete?
Your time commitment to blogging can be whatever you choose — whether you
do it full-time or just a few hours a week. You have complete control.
And the more blog posts you write, the faster you get. For example, in the
beginning a 1,000-word post might take you two to four hours to complete,
depending on how more experienced you are in the topic.
But as you write more and become adept in the structure and rhythm of blogwriting, that same 1,000-word blog could take you only an hour to complete. And
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if you’re still making the same fee per post… that means you’ll quickly get to the
point where you make more money in less time.
Plus — writing one blog post per day still gives you plenty of time for yourself…
You can take on other types of writing assignments that might interest you…
And still have an hour or so a day to write blog posts as a bonus side income!
Why specialize in blog writing?
When done properly, blogs have the power to increase traffic to a website, build
a strong relationship with readers, move them toward making a buying decision,
and a whole lot more.
Overall, blogs are more influential than opinions found on Facebook, YouTube,
or LinkedIn, in forums, or in online magazines. That’s why businesses are willing
to pay writers thousands of dollars in the form of retainers and writing fees every
month to write them.
By offering good, useful, and relevant information to people who love a subject
as much as you do…
You’re writing to a HUNGRY audience…
People who are EAGER TO BUY THINGS related to their hobbies or interests.
Products and services that solve a problem…
Products and services that make performing a task easier and faster…
Products and services that enhance the enjoyment of an activity.
And through the goodwill and trust you build through delivering them the
information they crave — you can make money by offering them access to
products and services you love — and would be happy to recommend!
And the money you can make as a blog writer… well, it’s unlimited!
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Opportunity #3
The Long-Standing Engine of the Internet
Email Marketing
What is email marketing?
Email is one of the main ways that smart companies stay in contact with their
potential and past customers.
Customers want short, snappy messages that are interesting and that provide
value, either on a logical level or an emotional level.
I’m sure you’ve seen — or even filled out — forms around the internet…
companies asking for your email address in exchange for a free report, discount,
insider information, or access to their newsletter… That’s called “building a list”
of prospects.
When a company builds this list, they want to follow up with it often —
sometimes even daily — to prompt a “response.”
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That response could be to go back to the website, request more information, or
purchase something…
Although the core principles of copywriting apply here, email writing is an
art form of its own. Certain variables can either help the message be more
successful… or ensure it gets deleted before it’s even opened.
When done right, email can establish and advance the relationship between the
customer and the marketer. You can develop the relationship so your reader first
begins to know you, then likes you, and finally trusts you. That’s the goal with emails.
Once you have those three traits established, your customer won’t see you as
a salesperson trying to get their money — but instead, as a trusted person who
genuinely wants to help improve their life, solve their problem, and so on. You have
the solution and can make their life better.
Who needs emails, and why the demand?
Any and all companies with an online presence looking to grow their customer
base and make money need emails, and on a regular basis.
It’s a lot cheaper to send an email than to mail a physical brochure to your
customers. There’s a bigger audience. It’s faster. And you can mail with more
frequency than a physical mailing.
Overall, email offers the highest and most measurable return on investment
(ROI) of all types of marketing. In fact, according to a report from the Direct
Marketing Association, 66% of consumers have made a purchase online because
of an email marketing message. And a report from Litmus shows that the
average ROI through email marketing is $42 for every $1 spent. That’s huge!
Imagine investing a dollar and getting $42 back… and then doing it again, and
again, and again…
You can understand why businesses really value email marketing!
As of this writing more than 300 billion emails are sent and received worldwide
every day.
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Millions and millions of companies are trying to grab the attention of their
customers, and it’s important to remember that companies don’t want to mail
the same email twice!
Every time they reach out to their list, they need a new email…
And if they like what you write (based on the results your emails bring) — they’ll
keep coming back. With just a couple of clients, you could make a good living
just by writing email copy and nothing else. Better yet, email projects tend to be
long term. Plus, there are several different types of emails you could write, which
I’ll detail in just a minute.
What do these emails look like? How are they structured?
A typical email is short. Only about 600–700 words.
You might be asked to write a few different types of email as a copywriter, so it’s
important to understand the goal of each type.
Here are the three main types:
Broadcast/Promotion emails — usually sent one time for things like
new product announcements or special promotions. The goal is to make
a sale and generate revenue for the company. Millions and millions
of companies are trying to grab the attention of their customers, and
companies don’t want to mail the same email twice!
They need someone to write a unique email for every product they
launch, every new affiliate offer they want to promote…
They also need emails for upsells, down sells, holiday promotions,
and more…
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Autoresponders — emails that are written and set up in advance
to encourage a reader to take a specific action over time. A typical
autoresponder series is five to seven emails, usually with the goal of
selling a product or service and deepening the customer relationship.
An autoresponder is actually the name of the software that delivers a
series of emails to follow up with a prospect. As an autoresponder writer,
your job is to write those emails — and you can make very good money
if your emails drive sales for your clients.
E-newsletters/E-zines — Every business wants a convenient way
to reach out to new prospects as well as stay in touch with existing
clients. An easy, effective, and economical way for them to do this is to
send out e-newsletters. Sent once a month (or more), they’re focused
on relationship building, customer education, customer loyalty, and
entertainment.
It’s easy to lump e-newsletters in with emails, but they serve difference
purposes. Emails are sent from businesses or service providers with
the intention of making sales. E-newsletters are intended to engage
and educate.
One of the top email writers in the industry, Guillermo Rubio, recognized early
on in his career that “all roads in the copywriting world lead back to emails…”
and if you can learn to write a great one, you’ll have no problem writing ANY
assignment a client offers you.
That’s why AWAI teamed up with him to create our self-study program, How to
Write High Impact Emails.
Emails typically have one goal…
To encourage your reader to TAKE AN ACTION — which in most cases is simply to
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click on a link to “learn more.”
A Successful Email’s “4-Part Structure”
The ONLY difference between an email YOU might write a friend or a colleague
— and an email a business writes to a customer is a simple 4-part structure…
Part 1 — Grab your readers attention.
Part 2 — Explain why the message matters to them.
Part 3 — Show “why you” — and why it’s important that they take action NOW.
Part 4 — Tell them what they need to do, or a “call to action.”
Simple, right?
Which is why writing emails is EASIER than many other forms of copywriting…
Because all you essentially do is “fill in the blanks.”
How much does it pay?
Promotional/Broadcast email: $250–$2,000 per email
Autoresponder series: $100–$1,000 per email. Multiply this by five to seven emails
that are typically in a series, and you’re looking at $500–$7,000 per project.
E-newsletter/E-zine: $800–$1,500
Time to complete?
A single email can be completed in as little as a few hours — making this a
great add-on gig for a freelance writer looking to get started at night or on the
weekends.
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Why specialize in emails?
Emails are short and conversational, and cover an endless variety of topics.
Health, investing, auto mechanics, gardening, football, golf, horses, cosmetics…
The list goes on and on. Meaning you can pick a topic you enjoy writing about…
and get paid to write emails for that industry.
Email writing can be an ideal side gig or an add-on service for an existing writing
business. You can even get your start with part-time email writing and then
scale up to full-time writing later on.
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Opportunity #4
Projects that Feed the World’s Information Fire
Writing for Social Media
What is social media?
Social media refers to user-generated content where users (individual people)
can share interests, ideas, information, and expressions across a variety of
media platforms.
Facebook, Twitter, Instagram, Pinterest, and YouTube are among the biggest
platforms, but there are others, too.
Who needs social media posts, and why the demand?
Today’s social media networks have a reach and level of activity that is unheard of
across the history of any kind of media. And they continue to grow exponentially.
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It’s an extraordinary opportunity for you and your clients.
Over 90% of companies who should be using social media to grow their
businesses… aren’t.
Not because they don’t want to… or think they don’t need to… It’s because they
simply don’t have the time or the knowledge to do it right.
But for a writer like you, it’s a massive opportunity. The learning curve is tiny,
and the actual posts are short, which means you can start getting paid to write
almost immediately.
And when a business hires you for social media, you can usually rely on
predictable income month after month, because according to Sprout Social, a
leading social media analytics and software firm, 74% of buying decisions today
are based on what customers read on social media.
Whether it’s checking out a company’s Facebook page, finding new content on
YouTube or Instagram, researching and comparing products on Pinterest, taking
advantage of a special offer on Twitter, or looking at reviews on Yelp…
Customers are more likely to do business with a company that has a strong
social media presence than with ones that don’t.
What do these social media posts look like? How are they structured?
Social media posts are short and sweet. Each platform has its own specific structure.
Facebook is still the social media leader, and many businesses say it’s their most
important platform. The average Facebook entry is just 40 characters (around
seven words).
If you’re not familiar with Twitter — it’s another, more proactive way for
businesses to stay engaged with their customers. Twitter users are very often
active buyers, checking their mobile devices frequently, looking for what’s new.
According to Twitter’s own statistics, 74% of Twitter users will follow a business
they like just to learn about new products and promotions. So, in the same way
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celebrities keep in touch with their fans… politicians talk to their constituents…
sports teams and figures engage with their supporters…
Businesses — your clients — can reach their customers with new messages
in real time.
Whether it be a flash sale… a new product… or a special contest — Twitter is the
best way to get that message across in an instant.
The average post on Twitter (called a “tweet”) is 100 characters (about 14 words)…
As far as structure, since social media posts are so short, it makes sense to talk
about the different goals your posts might have. So let’s take this section to do
just that. These goals may come in handy as you speak with potential clients —
as they go beyond what many businesses think of in terms of what social media
can do for them.
Goal #1: Reach More People
The primary and overarching goal of social media is to allow your client to
reach a larger audience than they would through their website, mailing list,
traditional advertising, and so on.
Goal #2: Build a Brand
Brand building is almost never about a big logo and a loud tagline. That’s
the old-school way. In social media, brand building is almost always about
story. It’s almost always about driving engagement. It’s almost always about
an emotional touch point. It’s about being real in a powerful and meaningful
way.
Goal #3: Engage Readers
Another goal for social media is to engage your readers more deeply. Sure,
that’s part of each of these goals, but one way to approach social media
is to make engagement the ultimate goal. You can do this by having
conversations with your customers on social media. The result? People feel
that the company cares about them, which results in more customers and
ultimately more sales.
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Goal #4: Engage Influencers and Connectors
A business leader — someone with a lot of reach and recognition online — has
more influence than your neighbor, aunt, friend, or cousin. In fact just 16% of
online users control 80% of total social influence. When you can identify and
find influencers, it can make a huge difference to how well your company does.
Goal #5: Increase Customer Loyalty
The best way to increase customer loyalty is to deliver high-quality content
and great value. The better your content, the more likely that your followers
will remain engaged and keep coming back. You don’t just publish content
and sit back. You publish, monitor feedback, engage, and respond. This
creates deep loyalty.
Goal #6: Drive People to Places and Events
There is a huge reach and power to apps and geo-location services. You
can use this to focus on getting people to sign up for local events and
happenings. You can use the reach of event participants to get even more
people involved.
Goal #7: Improve Customer Service
Customer service through social media provides immediate results. It
addresses the frustration of being stuck on a 1-800 phone call for 45 minutes
and leaving the call without your problems solved. Customer service works
best with an immediate response, and that’s what social media can deliver.
This also builds a lasting customer relationship (and can save a relationship,
too). If your client isn’t using social media as a tool, they should know that it
could pay off handsomely.
Goal #8: Make Direct Sales
This refers to making a direct sale through the social media platform itself — and
not through the company website. You can make a purchase directly through
Facebook without ever leaving Facebook and going to the company website.
Customers like it because it makes the sale process faster and easier for them.
And you’re continuing to build social relationships as you sell your product.
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Real examples of social media posts
Here are a couple of examples of short Facebook social media posts:
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And here are a couple sample Twitter posts:
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How much does it pay?
Word for word, social media ranks as one of the highest-paying forms of
copywriting there is!
Because the work you do for clients can have such a profound impact on a
company’s bottom-line profits, the pay is much greater than for writing, say, blog
posts or articles that pay a couple hundred dollars for a full day or two of writing.
Facebook
Companies that don’t have a Facebook presence will hire you to set up
their Facebook page — a service you can complete in a single day and
charge anywhere from $500 to $1,500.
After the initial setup, you can offer your services as their official social
media account manager. After all, Facebook works only when new and
interesting content is posted regularly. Managing includes deciding what
new content to add every few days… responding to customer comments…
adding new pictures… and coming up with new promotions, fun contests,
and more.
For this “account management,” companies are happy to pay
between $1,000 and $3,000 per month to have you keep their Facebook
page current, relevant, and fresh.
Twitter
Setting up and managing a Twitter account can command fees
comparable to that of Facebook: between $500 and $1,500 for the initial
setup… and between $1,000 and $3,000 every month to write short tweets
and keep content fresh. And again — if you write any of the content or
sales letters the Tweets link to — you get paid for those over and above
your retainer.
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Time to complete?
The actual posts are short and sweet. You can complete them in just a few hours.
If you end up managing accounts for clients, you’ll want to be available to check
in daily on all your accounts.
Why specialize in social media posts?
If social media is already something you enjoy, you’ll love this option. It’s quick to
master. And once you’re a social media expert, you have so many options. You
can make it your specialty… and ramp it up to a full-time income. You can use
it as an additional revenue stream… You can use it to promote your own writing
business… You can even use it as a “foot in the door” with new clients for other
writing projects.
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Opportunity #5
The Long-Lasting “Road Tank”
of All Writing Opportunities
Email Newsletter Writing
What are email newsletters?
First, understand that an e-newsletter is simply a formatted email that provides
valuable content to its subscribers. You probably receive several of them in your
own inbox every single day.
These publications give the reader up-to-date information, entertainment, and
content so they stay connected to a business or service provider.
Specializing in them makes it easy to schedule your paychecks months in
advance and helps you avoid a “feast or famine” cycle — giving you a clear idea of
your workload and income for the entire year.
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Let’s picture how this works…
Imagine a veterinarian with a small practice in Naperville, Illinois — a thriving
suburb of Chicago. The town is filled to the brim with loving pet owners who
want the very best care for their animals.
The veterinarian has a small but loyal base of customers who rave about her
services. To help strengthen this relationship even more, she decides to publish
a weekly e-newsletter. In each issue she writes articles about the latest news
related to animal health.
She might alert dog owners of a new sickness spreading through the
community… remind them to start giving flea treatments when the warmer
weather sets in… or just share her thoughts on the new dog park that opened up
down the street.
As a trusted veterinary professional, she wants to keep her patients’ owners
informed and connected to the practice. In turn, readers will see her as a trusted
authority who is going above and beyond to help care for their animals.
Plus, readers will love the useful content and share it with their friends who are
also pet owners — it’s a natural way to build referrals in the community.
Now, here’s the kicker…
Our friend the veterinarian is a doctor… NOT a writer. She’s busy and doesn’t have
time to write this content every single week.
That’s where YOU come in!
As her e-newsletter writer, you can write important, entertaining, and
informative weekly content in her voice. You’ll help the veterinarian share her
ideas, thoughts, and announcements so her clients can stay connected.
The veterinarian is thrilled because her clients feel more connected to her, which
strengthens their loyalty. And you’re thrilled because you now have a weekly
project that will go on… and on… and on.
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As long as you keep providing great service, there’s no reason this relationship
couldn’t last for months or years.
Who needs email newsletters, and why the demand?
Of course, it’s not just veterinarians who need email newsletters. Many other
professional service providers and B2B companies need them too.
Accountants, local bankers, attorneys, medical professionals, insurance agents,
florists, hairstylists, local sports leagues, lawn care providers, real estate agents…
The list is a long one.
You have the chance to select a particular industry where you can feel personally
connected to and passionate about the subject matter. You’ll be writing about
topics that interest you, and you’ll be making a very real difference for your
client’s business.
What do email newsletters look like? How are they structured?
Well-written email newsletters consist of three main elements:
1. Focused content: When writing an email newsletter, you want to make
sure that what you have to say is interesting, clear, compelling, and
a reflection of your authentic voice. It also needs to be useful to your
readers. So you want each topic to link directly back to the business or
product you’re writing about without getting off-track or going off in
unrelated directions.
2. Reader-oriented writing: In all email newsletters, just like in all good
copywriting, your goal should be to write to the reader, about the
reader’s concerns. Meaning your job is to write, publish, and interact
with readers with their best interests in mind. If readers feel like the
information they read is useful and relevant, they’ll keep reading month
after month.
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3. Genuine messaging: Although you want to fill your e-newsletter
with useful information and insights, you also need to infuse it with
personality. The goal here is not to be dry, dull, or formal. The goal is to
“speak” to your reader like you’re talking with a friend.
Email newsletters typically begin with an intro from whomever the newsletter
comes from (typically your client, though you’ll be writing in his or her voice).
Email newsletters also have recurring sections, similar to the way newspapers
are laid out with business, arts, sports, and events sections.
The sections will vary based on your client’s services and products, but you’ll
want to keep them consistent over time. For example, an email newsletter from
a company that helps people find work might include sections on “hot new
opportunities,” “resume and LinkedIn tips,” and “staying motivated.”
Email newsletters should also contain a mix of about 80% “real” content —
as in helpful, useful information that the reader can use — and roughly 20%
promotional content. That might involve content that promotes a membership
subscription or sells products.
How much does it pay?
E-newsletters are a great way to make a healthy yearly income with just a few
clients. To give you an idea of the potential, consider this:
Every e-newsletter is around 1,200 to 1,500 words in length. The fee for this work
ranges from $800 to $1,500 per issue.
This type of writing is not salesy or high pressure. You don’t need to fill it with
hype or stress about beating the latest control. Instead, you’ll be writing fun,
educational stories and “how-to” articles, and sharing simple advice.
That said, it’s perfectly reasonable to assume you can get at least one (if not
more) done in a single day.
Plus, you’ll need only a handful of clients to break through the six-figure
income barrier.
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Let’s think back to our veterinarian in Naperville. She wants you to write weekly
content for her clients and is willing to pay a very conservative $800 per issue.
Over the course of one month, you’ll make $3,200 just from this single client.
Add on two other veterinarians from other parts of the country, and you’ve
already reached an income of $115,200 per year!
It’s a very manageable workload. Each week, you’ll write three e-newsletters, all
about the same veterinary industry. And remember, each e-newsletter is only
1,200 to 1,500 words in length.
Many companies will request one e-newsletter per week or per month. But some
will want to connect with their customers more often… perhaps two or three
times per week… or even daily!
Time to complete?
Email newsletters are relatively short projects, and depending on the overall
length of the newsletter and your knowledge of the subject and client, will
require an average of two to four hours per issue.
As you become well versed in what your client has to say and write more about
each topic, you’ll get faster and could potentially knock out a month’s worth of
email newsletters in a week — and then take the next three weeks off!
Why specialize in email newsletter writing?
Remember, e-newsletter clients are professionals looking for reliable writers who
can help them reach their customers. They understand the value of building and
maintaining relationships.
Strong relationships help build trust and familiarity — two things that result in
more sales and referrals for their businesses.
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E-newsletter clients love sending out content because it lets them foster natural
interaction with their customers. Plus, it positions them as a trusted authority in
the industry.
But most of them can’t keep up with this writing on a regular schedule and do
their other jobs without YOU — their e-newsletter writer.
That’s why so many e-newsletter clients will hold on to their writers for months
or even years. Once you’ve impressed a few clients, you’ll be a hot-ticket item in
your industry. Think of the most essential tools for any industry… That’s what your
email-newsletter-writing services will become to your clients.
Your schedule will be packed with projects with a clear schedule laid out for
delivery. Your income will be planned out well in advance, and you’ll know how
to manage your time so you can get everything done — and still have time for
your friends, family, hobbies, and passions.
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Opportunity #6
Get Paid to Write “Good News”
Case Studies
What are case studies?
Case studies are success stories about your client’s products or services. You
might think of them like a longer, professionally written testimonial in story form.
The goal is to showcase the experience of a happy customer.
Who needs case studies, and why the demand?
Case studies are widely used in the business-to-business (B2B) world. B2B just
means that a company is selling something directly to another company and
not directly to a consumer like you or me.
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We’re talking things like entire computer systems, networks, specialty software,
large machinery, and so on. Since these purchases can be very costly, it usually
takes more than one person within a company to make a buying decision. This is
why case studies can be very useful.
Case studies help move the sale forward, since they show how other companies
successfully used a product or service and got a desired result (saving time and
money, increased efficiency, and more).
One study found that almost 80% of business buyers cited case studies to be
among the most influential types of content for making a buying decision.
Case studies are excellent credibility builders. Any business looking to build
credibility benefits from case studies, not just B2B. Here at AWAI we have
dozens of case studies already up on our website and have ongoing plans to
keep commissioning many more. These “good news” stories are a big part of our
success — and that of many other businesses like ours.
That’s because customers place a lot of value on the experience of other
customers. Especially in an age where most transactions are done online with
people or companies we’ve never met before.
Have you ever read product reviews online before making a purchase? Have you
ever changed your mind about a product — one way or the other — based solely
on the review?
A recent survey published on Search Engine Land found that 85% of
consumers read up to 10 reviews before interacting with a business…
It makes sense. A review is almost like a personal recommendation from a friend.
And a case study is at its core a very good review in a specific format.
Case studies represent a little-known, high-demand category of paid writing.
Businesses have a perpetual need for these, and they’re willing to pay top dollar
for someone who can write a good story. Why? Because it’s hard to resist a great
story. That’s why we love a good novel, movie, or play. And why we’ll watch a
classic film over and over again. But tales do far more than entertain us.
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Neuroscientists have proved that stories can deeply influence our beliefs and
decisions. Mainly because stories appeal to our emotions and our capacity for
empathy. Businesses have caught on to this in a BIG way. They understand the
huge role stories play in their sales process. This explains why they’re willing to
pay writers $1,250–$2,000 to draft short stories for them.
Case studies are also the kind of project that clients need on a regular basis.
Just two or three clients with a steady need for case studies can quickly propel
your income into the five-figure or the low six-figure range without your killing
yourself. Once you deliver a couple of high-quality case studies for a client, you’ll
know enough about their business and their customers that they’re going to
want to stick with you as their go-to case study writer.
What does a case study look like? How is it structured?
Case studies are short: usually just one to two pages, and rarely more than three
to four pages. Although it’s not a lot of text to write, the key to doing it right
comes down to the specific structure.
These are the nine main components of writing a case study:
1. A news-like headline —Focus on one idea that communicates
relevant benefits to your target audience in a compelling way. You
don’t need to be clever or overly salesy. Your goal is to be objective and
straightforward. For your headline to have the most impact, you should
include specific figures.
2. Customer background — In this section, you’ll describe the business
customer in three to six sentences. This should total 50 to 100 words.
You may want to include customer-related information such as location
and basic details about the company and what types of customers they
target.
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3. The challenges — Here you want to introduce and expand on the main
challenges the customer was facing as related to the product or service
featured in your case study.
The key here is to create a compelling story. Don’t just list the challenges;
go a little deeper into the impact the challenges were having on their
overall business.
Your goal is to make your reader think these challenges are too
important and too meaningful to be ignored, and that a solution must
be found to overcome them.
4. The journey — In this section, document the journey to the solution and
the results. You’ll talk about the research the customer did in search of a
solution. You’ll outline the pros and cons of the options they considered
and why they ultimately chose to go with the featured company’s
product or service. This section adds depth and credibility to your story,
because a prospect considering the same solution usually goes through
a similar process.
5. The solution — This is where you showcase the product or service as the
answer to the customer’s challenges. Your goal here is to introduce the
product or service in an educational, non-salesy way.
6. The implementation — Next, explain how the product or service was
used. The key to this section is to paint an accurate picture.
It’s rare for an implementation to go 100% perfectly. So to boost the
authenticity of this section, document how the implementation went —
warts and all — and then how the company overcame any challenges.
This will make your story more believable and compelling.
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7. The results — This is where you detail how well the product or service
solved the customer’s challenges. Focus on results metrics (tables,
charts, increases in production, efficiency, revenue, and so on) that are
both specific and relevant to the target audience. Tell them what was
achieved and how.
Explain why the results are important to the customer and the impact
they’ve had, both specific to the department the results were achieved
in and the impact on the overall business.
8. Sidebar with summary points — To help busy executives who want to
get the gist of the story without reading the entire case study, include a
sidebar with a summary of the story and its main points. Write these so
compellingly that they instantly grab your reader’s attention.
9. Pull-out quotes — You’ll want to pick one or two strong, relatively short
customer quotes about solving the problem to use as a pull-out or
featured quote. These quotes will add visual interest to your case study
and will grab the attention of people who are simply scanning the
content.
You can’t go wrong with the above formula. It’s been proved to work and is an
extremely safe bet.
Real example of a case study
Let’s take a look at a real-world example of a B2B case study.
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Grace Bay Resorts Cuts Phone Costs
by 75-85% while Enhancing Guest Services
Resort Gains Flexibility, Reliability with AVOXI
Integrated Solutions
With a focus on handmade experiences, Grace Bay
Resorts has earned hundreds of awards and acco­
lades since opening in 1993. Their award­winning
flagship property Grace Bay Club in Turks & Caicos
offers beachfront destinations in three distinct set­
tings: hotel, villas and beachfront villa homes.
Grace Bay aims to treat every guest and prospec­
tive guest as a VIP. To do so, it relies heavily on its
communication solutions to field hundreds of calls
every month, and to keep guests connected during
their stays. The ability to operate seamlessly during
customer calls is essential to the resort’s business
model and hands­on reputation.
“As an IT manager, what
matters most on any service
is the support. The moment I
contact AVOXI, it’s taken care
of in less than an hour—if not
in minutes. I’m 100 percent
satisfied with AVOXI support.”
Leo Lumacang
IT Manager, Grace Bay
In the past, the company lacked a contact center
solution with modern features such as automated
greetings, call recording and call center metrics. And, it paid heavy long distance costs
with a local carrier.
[Full PDF here: https://www.awai.com/_pdf/case_AVOXI_grace_bay_resorts.pdf]
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How much does it pay?
$1,250–$2,000
Time to complete?
When you’re just starting out, you can complete a case study in 10–15 hours. Once
you gain more experience, you can likely cut this down to five to seven hours.
Why specialize in case study writing?
If you like to tell stories and prefer a journalistic writing style over promotional
writing, case studies could be a great fit for you. They provide a very nice payout
for their relatively short length.
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Opportunity #7
The “$10,000 Research Report”
(Businesses Need These Badly!)
White Papers
What is a white paper?
A white paper is a short essay specifically used to sell big, new, specialized, and
expensive products. It’s full of facts and details that make the new product stand out
from the competition, and shows the world why it’s the best solution on the market.
White papers are largely used in the B2B (business-to-business) world.
Remember, B2B just means that a company is selling something directly to
another company and not directly to a consumer like you or me. The products
are usually very costly items like entire computer systems, networks, payroll
systems, medical equipment, specialty software, large machinery, and so on.
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Who needs white papers, and what kind of demand is there?
There are 5.3 million potential clients who need white papers!
White papers play a critical role in your client’s business. A white paper uses
facts to lay the foundation for the sale. It’s why white papers are integral to ANY
serious B2B company’s success.
The problem is there aren’t nearly enough writers in the industry who actually
know how to write one.
According to the past six annual surveys by the Content Marketing Institute, two
out of three B2B businesses are actively looking to hire writers who know how to
write white papers effectively.
That’s a big problem when you consider that white papers are the keystone of
these large B2B sales. We’re not talking about a $100 product here… or even a
$1,000 product…
We’re talking about buyers who are about to spend tens of thousands of
dollars — or even hundreds of thousands of dollars — on a large purchase like a
payroll system or medical equipment.
Without an effective white paper, the buyer doesn’t get the key information or
credible facts they need, so they’ll take their search elsewhere.
And think about it…
When we’re talking about hundreds of thousands of dollars, even one lost
customer is a HUGE loss for your client!
Every sale is a critical win or loss for them.
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What does a white paper look like? How is it structured?
If you’re new to writing white papers, start with this basic format below. It is
the best choice for about 90% of the white papers that you’ll be tasked to write.
Here’s a quick overview of the basic format for a traditional white paper:
Title Page
The title page contains, of course, the title of the white paper. But the
page may have other information as well, such as the subtitle or a very
short description of the white paper. Sometimes there are two or three
sentences that describe the white paper in a little more detail.
Executive Overview
As the name implies, this is a short section that provides a quick overview
of the white paper content. It’s no longer than a page — often just half a
page long. The executive overview basically says, “Here’s the topic of the
white paper. Here’s what we’re going to discuss on the following pages,
and here’s the conclusion we’re going to come to.”
Although its main purpose is to summarize the white paper information in
an overview format, that overview also needs to whet the reader’s interest
in reading the rest of the white paper.
Main Section
The main section of your white paper will be about five to seven pages in
length and include the following subsections:
Problem:
Starting the main area of your white paper by highlighting the problem
is an effective way to capture and hold the reader’s interest. After all, if
the reader relates to that problem, he or she is going to want to know
how to solve it and how you address that problem. It’s often appropriate
in most white papers to describe how a reader may be dealing with
the problem right now and the downside of that approach — because
remember, your white paper is about a new and better solution.
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Solution:
Once you’ve highlighted the problem, it’s time to get to the next section
of your white paper. That’s where you introduce this new and better
solution that your white paper is all about. When you’re describing that
new and better solution, clarity is key. Remember, the reader may not
be entirely familiar with this particular solution — after all, it’s new and
better — so you need to describe it clearly, accurately, and concisely.
In a white paper, this is often the section where an illustration, picture,
schematic, or other image is inserted to help the reader understand the
solution.
Evidence:
Even more than most people, businesspeople are skeptical. They’re not
about to make major buying decisions without clear evidence that the
solution they’re about to buy into is better than what they’re using now.
You need to prove that what you say is true.
In this section of the white paper, you need to provide evidence from
sources such as these:
• Statistics
• Quotations from subject matter experts (SMEs)
• Opinions of other experts outside the company
• Research studies
• Opinions published in respected publications
• Excerpts from case studies
• Surveys
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Expected Results:
What are the expected results? What are the results the reader can expect
to achieve if he or she implements this solution you’re talking about?
Results can be expressed in many different ways. They can be expressed
in terms of cost savings, sales increases, customer satisfaction —
for example, a decrease in the number of complaints. They can be
expressed as reduced fines and liabilities, increased productivity, and
lower staff turnover.
Summary and Next Steps:
The summary is usually no more than a paragraph long, sometimes two
paragraphs long. It summarizes what you’ve said in the white paper. Give
some suggestions to the reader about what to do next.
Final Section (the “Pitch”):
The final section is usually anywhere from half a page to a page. It’s in the
“pitch” where you switch gears and start to talk promotionally about the
sponsoring company (your client) and its product or service you want to
focus on in the white paper.
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Real example of a white paper
How to Overcome
Retail-Customer Erosion
by Capturing New Residents
A white paper from Moving Targets
Executive Summary
1
The Problem of Customer Erosion
2
Where Do “Regulars” Come From?
2
Why Do People Move?
3
Where Do People Move?
3
The Psychology of New Residents
4
The Five Stages of Moving
5
Facts about New Residents
7
New Residents: the Solution to Customer Erosion
8
The Lifetime Value of a Customer
8
Calculating the Lifetime Value of a Customer
About Moving Targets
9
10
© 2006 by Moving Targets.
You may freely photocopy and distribute this white paper,
as long as you keep it intact, including this copyright notice.
How to Overcome Retail Customer Erosion
page 2
[Full PDF here: https://thatwhitepaperguy.com/wp-content/uploads/2014/11/
Moving-Targets-White_Paper_50906.pdf]
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How much does it pay?
White papers pay up to $1,000 per page.
A typical length is five to ten pages, so you’re looking at $5,000–$10,000
per project.
Time to complete?
Six to eight weeks per project.
Once you’ve learned the structure and formula for writing a white paper, your
first one will still probably take you longer than usual… let’s say six weeks to
complete your first paid project.
But after that first one is under your belt, you’ll really start to get a feel for what it’s
like to execute a project… and your next gigs will come faster and faster. You should
eventually be able to bang out an average of one white paper per month.
Why specialize in white papers?
Some of the most successful writers in this field are former journalists, tech
writers, and teachers who know how to tell a story and explain things clearly.
Once you’ve established yourself as a white paper expert, there is very little
competition in this field.
… Which means you’ll be able to ask for high writing fees.
The actual writing is short and doesn’t involve salesy language or hype, and
clients rarely ask for tight deadlines.
If you’re curious about the world, and willing to dig deep into research, this
could be for you.
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Opportunity #8
The Super-Simple, Fun-to-Write,
3-Minute Video Script
Video Scripts
What are video scripts?
A short script — in written form — for a one- to five-minute video. Videos can be
“explainer”-type videos, demos, how-tos, case studies, testimonials, or even very
short sales letters.
Who needs video scripts, and why the demand?
Video benefits just about every type of client out there. Because the incredible
thing about videos is how quickly they can bring in new prospects, convert
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those prospects to customers, and raise the bottom line of virtually any type
of business.
And consider this: It’s only getting bigger! Video will make up 82% of consumer
online traffic by the end of 2022.
Videos are a tremendously cost-effective and efficient way to reach millions of
prospects. And it’s a niche on the verge of exploding into a multibillion-dollar
industry.
Companies are in desperate need of good copywriters and content writers to
craft engaging scripts for their online videos.
94% of marketers find that video helps improve viewers’ understanding
of the company’s product or service.
87% of online marketers use video content as part of their strategy.
80% of marketers say video content has increased the amount of time
visitors spend on their site.
88% of marketers plan to increase their video marketing budget in 2022.
What does a video script look like? How is it structured?
Video brings a topic to life. And a well-written script provides the blueprint for
the video. It outlines the structure of the video and serves as the cornerstone of
the production phases.
A successful video marketing campaign isn’t much different from a traditional
direct-response marketing campaign. The purpose is still to get the viewer to
take a specific action.
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The goal of video script copy is to
provide direction for the entire production;
educate and inform, and try to influence buying decisions;
generate leads through a call to action; and ·
coordinate with other marketing efforts to nurture leads.
A successful video script has to balance both how the video will sound and how
it will look.
These are the two most common script formats:
1. Table layout: looks like a chart with two columns. The left column
describes the video, which is the visual element of the scene (what the
viewer sees). The right column lists the audio (what the viewer hears).
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2. Running text layout: The script is typed up in its entirety, with visual
notes and direction inserted in bracketed, italic text where appropriate
to indicate what is going on. When possible, you should check with the
videographer to ask their preference in how the script is formatted.
It might surprise you to know there are a few similarities between a
marketing video and a Hollywood blockbuster... Your online video needs
an attention-grabbing opening, pacing and emotion to keep the viewer
interested, plus visual effects.
Put your key message of the video right up front. The first minute is
critical and must resonate, because that’s all the majority of viewers will
watch. (Keep this in mind: One minute of airtime contains only about
150 words.)
The main portion of the video script should support the core message
in clear terms, and include a call to action to motivate the viewer.
There are several types of options you might use for your video. You’ll
want to talk with your client about their goals and figure out which one
is right for them. Here are the main options:
“Talking head” — A person talking directly to the camera;
often just head and shoulders appear on screen
Interview — Two or more people, a variation of the “talking head”
Video PowerPoint (or Keynote) presentation — Slides with
voiceover narration
Demonstration or how-to video — Showing a product in use
Photo montage — Could be narrated to highlight success stories
or testimonial
Sales presentation — A PowerPoint with voiceover narration with
focus on directing the customer to Buy Now button
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Training — For staff or customers
Product review — Reviews and testimonials of satisfied customers
Animated — Multipurpose, can be used for promotions,
education, engagement
Real example of a video script
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How much does it pay?
$500–$1,500+
Starting pay for most video scripts is $100 per minute, and can go as high as
$500 per minute. Write just three video scripts a week at $100 per minute, and
you could be earning $1,500 per week… which equals $6,000 per month… or
$72,000 per year! (And remember, that’s assuming the low end of the pay scale.
As you get better, you can charge even more per minute.)
Time to complete?
Every minute of video translates into roughly one typed page of text. That means
you could write a three- to five-minute video in just a few hours.
Why specialize in video scripts?
Right now, roughly 85% of businesses use video marketing. And according to
Wyzowl’s annual survey, 88% say it gives them a positive ROI. Video has in fact
become an integral part of marketing campaigns on social media and other
channels — but it’s not just transforming the way businesses promote their
products and services… It’s also changing the way consumers shop and how
salespeople connect with and convert prospects.
That means a solid understanding of video marketing and knowledge of what
goes into a good script can put you ahead of the copywriting competition. You’ll
be able to offer this add-on service at a substantial price, securing high-paying
projects for yourself in the future.
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Opportunity #9
Turn Your Hobby or Interest Into Passive Income
Money-Making Website
What are Money-Making Websites?
A Money-Making Website is an informational website on a topic you’re
interested in.
It’s one of the easiest types of websites to create and maintain. Not to
mention one of the most profitable.
People who publish on a Money-Making Website usually don’t sell anything.
They simply write and share information.
Ideally, your Money-Making Website focuses on something you’re interested
in. Some examples might be a hobby or passion… like gardening, parenting,
skydiving, journaling, or anything else.
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Your goal is for readers to find your website when they search the internet
for information on your chosen topic. They can be attracted through many
methods, but the end game is that they’ll read your content and purchase
something based on your recommendations.
When they do that, you’ll receive a commission. So, every page added to your
website is like adding a new revenue stream to your income…
And that’s how — and why — Money-Making Websites are a great way to
turn spare-time writing into a highly profitable passive income stream.
Who needs Money-Making Websites, and why the demand?
There’s no better time than right now to take advantage of the incredible power
and potential of the internet. Every day, millions of people use the internet to
search for specific information, and many wind up making a purchase or clicking
on a promotional link.
Whenever they do that, someone gets paid.
When you have your own Money-Making Website in a small, profitable niche that
others aren’t serving well, you can become that someone who’s getting paid.
At its core, a Money-Making Website is about serving a small, profitable niche
that others aren’t serving well. This opportunity (unlike the other eight we’ve
profiled above) doesn’t require working with clients and is a great way to be in
complete control of every aspect of your business.
What does a Money-Making Website look like? How is it structured?
To illustrate the concept of a Money-Making Website, I’d like to introduce you to
Nick Usborne.
Nick has worked with companies like Disney, AOL, and Microsoft (to name a few),
he’s spoken at dozens of online marketing conferences, and he’s even conducted
in-house web-copywriting training seminars for companies and organizations
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like Yahoo!, John Deere, Novartis Pharma, the Association of American
Publishers, and many others.
In Nick’s spare time, he enjoys working on his personal Money-Making Website.
His site is based on something that he’s had an interest in for a long time: coffee.
Nick loves coffee.
Hundreds of people who love coffee just as much as he does visit his website
every day. His Money-Making Website is loaded with how-to articles, coffee drink
recipes, gourmet coffee tips, product reviews, and more — all things that coffee
enthusiasts want.
But Nick also has ads on his website from companies who sell coffee-related
products…
These ad spaces require no selling or writing on Nick’s part. He simply places
them on his Money-Making Website. And technology — like Google’s AdSense
program — makes this easy, even for a complete beginner.
Then, as you may have guessed, when someone clicks on an ad and buys a
product, Nick gets paid!
And it works over and over again — 365 days a year, 24 hours a day…
Nick says, “My coffee site makes somewhere between $2,500 and $6,500 a
month, depending on the time of year… For myself, my coffee site is strictly a
hobby. I spend a little time on it during evenings and weekends. And that’s it.”
“When you look at it that way, the money I make is wonderful,” he adds. “This
isn’t work for me. I’m simply writing about a topic that interests me anyway.”
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When coming up with what to write about, Nick says these are the most
important things to consider:
Choose a topic that interests you and others.
Find a topic with high demand but low supply. In other words, make
sure that the topic is something people are already searching for, but
there aren’t many sites out there to satisfy their searches.
Identify the best ways to make money with your site.
Real examples of Money-Making Websites
Money-Making Websites can be about literally anything. Here are a few examples
of real sites to show you how big (and customizable) this opportunity really is.
First up, here’s Nick Usborne’s coffee website…
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Kerrin Kuntzman launched a site that gives chiro-specific business and
marketing guidance:
The Chiropractic Marketing Guide provides a practical overview of chiropractic
marketing strategies. We want to help busy chiropractors find easy-to-use,
effective marketing techniques that offer a great return on investment. Give us
your input, so we can do our best to cover the topics that interest you.
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Kathy Widenhouse and her husband started a site all about growing tomatoes:
Tomato Dirt digs up the best gardening tips for growing tomatoes in your
garden or on your patio. Learn about canning, drying, and freezing tomatoes.
Discover fun tomato facts and trivia. Try tomato recipes!
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Rick Lindner created a website giving guidance to those writing wedding
speeches:
Weddingspeechdepartment.com helps everybody asked to give Wedding
Speeches. This website is designed to give guidance every step of the way —
from creating heart-felt messages, to controlling nervousness, to delivering
speeches that make speakers shine.
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How much does it pay?
Your spare-time writing gig can pay you as much as $400, $1,000, $3,500, or
more — per month. (And, you can write about a topic you love!)
So there’s no certain answer, but I can tell you this: The more time and effort you
put in, the more you’ll profit.
Although Money-Making Websites aren’t a “get rich quick” method, they do
provide long-term, consistent income. With that in mind, you could start making
money from your site within a few weeks.
It will be a trickle at first, but as you add to your Money-Making Website, the
income will increase and keep coming in month after month. Plus, once you
create one Money-Making Website, it’s easy to create others… which means you
can create multiple passive-income streams for your writing business.
Time to complete?
First, consider the time to get your Money-Making Website up and running.
That’s where most of your time and effort will go — into research, choosing a
topic, and setting up the first few pages. You might spend a few days on the
setup.
Then there’s the ongoing writing… which — with Money-Making Websites — you
do when you choose. You could spend 20 hours a week on your Money-Making
Website or just two or three hours. It’s completely up to you. The time you put in
is directly related to how much you’ll earn in income.
Why specialize in Money-Making Websites?
This is a great opportunity for those who don’t want to work with clients and
who want to call all their own shots. It can provide you with passive income for
years to come once you get everything set up. Plus, there’s very low overhead to
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get started, and it could turn into a full-time career. You don’t need any technical
experience either. (Building a Money-Making Website today is simple and low-tech.)
Starting your own income-generating website lets you write about what you
love… work when you want… and even take it on the road with you.
We’ve Only Scratched the Surface…
You now understand nine writing opportunities that can provide you with a
sustainable and enjoyable writing income that you get to completely control.
(And that’s just the beginning — there are dozens more!!)
But this is often where new writers get tripped up, because the pressure to
choose the right opportunity can feel intense.
Rest assured, though: You can’t go wrong!
Every opportunity you try will give you some form of writing experience, and
you’ll grow your skills. You’ll earn while you learn!
So let’s get started…
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Let’s Get You Making
Money as a Writer…
At the end of the day, writers are needed wherever money is changing hands for
products and services…
Whether it’s through various forms of content intended to connect with new
prospects and build a relationship, copy intended to turn those prospects into
buyers, or the materials sent after purchase to ensure the customer remains
happy and loyal, your words are needed by the millions of companies in business.
Your age, background, education, location on the planet — none of that matters.
All that matters is your ability to write persuasively.
Remember Mindy McHorse, who I introduced you to at the beginning
of this book?
She’s been enjoying what we call the writer’s life for years now, working from
home with complete flexibility to stop when she wants, do things with her kids,
or take her dogs for a walk.
She hit the six-figure mark after three years as a persuasive writer, and has
stayed there ever since, working part-time hours.
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No matter what kind of money you’re looking to make…
If you’d like to have just a little extra cash on the side for weekend
trips and fancy dinners out, you can do that.
If you want to add a sizable monthly supplement to your retirement
account or a college savings fund, you can do that.
If you want to walk away from your day job, and replace or eclipse
your annual income with writing income, you can do that!
And whether you’re looking for full-time, part-time, weekend, or just occasional
writing projects, you can do that, too!
The bottom line is that you get to craft and shape your own writer’s life to be
exactly what you want it to be, in whatever way brings you the greatest joy,
autonomy, and satisfaction.
Through It All, AWAI Is Here to Support You
Our specialty, our entire reason for existing, is to serve our members and help
them launch fulfilling, independent, unique writing careers.
We are here not only to teach you the lucrative writing skills you need, but also to
connect you with the clients, businesses, and people in the industry who expect
to pay professional fees for those skills.
Because your persuasive writing skills will always be in demand by businesses
around the world, come what may. Whether we’re in the midst of economic
booms, recessions, or even a world pandemic…
Copywriting holds strong as a reliable career and way to make a living.
But not only that…
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Your career in writing is a gateway to freedom.
You will have complete choice over when, where, and how much you work…
Plus you get to choose what you work on. You’re in the driver’s seat here when it
comes to topics and project types.
Whether that means taking several months off to live in Tuscany…
Writing only in the mornings and spending the afternoons in leisure…
Or digging in and doubling, tripling, or even quadrupling your income
year over year…
It’s all possible.
All you have to do is take that first step toward discovering this skill…
The Professional “Gift” You Give Yourself
Also, remember: Good writing can be learned. No “natural-born” writing talent is
needed here.
Sure, it helps if you enjoy writing…
But as long as that holds true, you can easily and quickly learn all the rest.
Better still, it’s just a matter of understanding a little bit at the beginning to put
you in a position to start making money — and you can pick up the rest as you
go. (To be honest, this is the type of profession where you never stop learning… It
always stays interesting!)
This is also the type of profession where you retain complete control, you make
the decisions, and YOU are the boss.
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Which means you get to decide which direction to go in first…
Listen, I completely understand how exciting it is to have something GREAT right
in front of you, within easy reach…
Especially when you know that the thing in front of you — in this case, a
freedom-filled paid writing career — could make all the difference in your life.
It could give you back time with your family… shore up your retirement account…
or become the bridge to that new house, or that college education, or that trip to
Europe.
But how do you get started?
The answer may surprise you. Because it’s easier than you think…
First: Come Up with Your “Why”
Your “why” in this case is your reason for doing this...
It’s a reason geared specifically to your wants and needs, hopes and dreams.
But it’s more than just a monetary amount. In fact, we see a lot of recurring
themes when members talk about their “why” for paid writing: I want more
money… I want to travel… I want to spend more time with my kids… I want to
keep my mind active.
And those are great goals! But they address only the results of your big “why.”
Dig deeper by taking some time to really think about what’s at the root of
that desire.
Maybe the reason you want more money is that you want security or peace of
mind so you don’t fear the future.
Maybe you want to spend more time with your kids so you can help shape their
ideals, or develop a relationship that stays strong once they move out.
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Coming up with your “why” for writing is about getting to the surface of your
desires, then taking it a step deeper, and then going deeper still.
The goal is to get to a level where you can cement your desire to write in a way
that’s clear and repeatable, like a touchstone you can keep coming back to.
Also, know that although your “why” might change over time, figuring out what it is
right now is what will help you get started fastest in your writing career.
Second: Choose an Opportunity to Run With
After you’ve defined your “why,” the next step is to get started with a writing
opportunity.
But let me make this clear up front, because it’s extremely important:
There are no wrong choices here.
Given that there are so many options in the paid writing world, it’s easy to get
tripped up at the beginning and have trouble choosing. There really is a “wealth
of opportunities,” as they say.
And although you may find that, say, three of the opportunities are completely
enticing to you… you’re best off if you start with just one.
But keep in mind, you will never be locked into whatever opportunity you start
with. Remember, you’re the one in the driver’s seat here!
You decide what to try now and what to try later.
Even after you’ve started landing paid writing projects in a specific area, you can
always add another writing specialty, switch to something entirely new, or move
around and sample the writing projects in different industries.
The upside here is that you’ll be writing and earning as you go, and everything
you write becomes a sample in your writer’s portfolio — all of which helps
showcase your ability and professional capacity to future clients.
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And if a client asks you to do something you’ve never written before, just say
“Yes!” and come to us. If there’s a well-paying project for writers, we likely have a
program that can teach you how to write it.
So, my advice is to just pick one and move forward right now.
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These Are the Top Writing
Specialties I Recommend
Beginning With
Opportunity #1: Copywriting and Content Writing
Learning how to write persuasive copy and
content opens you up to every well-paid writing
opportunity possible, and makes you far more in
demand than other writers (and worthy of the
highest fees).
Being able to move people through the
buyer’s journey and ultimately get them to
take an action is the most valuable skill you
can possess as a writer. And our core training
program, The AWAI Method™ for Becoming
a Skilled, In-Demand Copywriter, gives you
everything you need, including the training,
hands-on assignments, feedback, a portfolio
of professional samples, help landing paid
assignments, and more.
Click here for all the details.
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Opportunity #2: Blogging
According to Internet intelligence firm
ResearchNow, 84% of Internet buyers — more
than 1.7 billion people — make buying decisions
based on information they read in blogs.
That means that as a blog writer, you’re being
given real power… not to mention serious
earning potential. It’s also one of the fastest ways
to get paid as a writer — the projects are short,
there’s a never-ending demand, and clients can
“give you a shot” with zero risk.
Click here to learn more about How to Write
Blogs for Yourself and for Clients: A Step-byStep Guide to Blogging Success.
Opportunity #3: Emails
Year after year marketers name this marketing
channel the No. 1 performer based on both
its effectiveness and its return on investment.
Email is used for connecting with prospective
clients, turning them into buyers, and servicing
them after they make a purchase to ensure they
remain satisfied and loyal.
Click here to learn more about How to Write
High Impact Emails.
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Opportunity #4: Social Media
Looking for predictable writing income,
month after month? This is your path! From
crafting social media profiles to creating
brand-targeted posts to consulting on strategy,
writers well versed in the social media world
will enjoy a writer’s life of financial consistency
as well as an “in” to numerous other wellpaying writing projects.
Click here to learn more about How to Make
Money as a Social Media Marketing Expert.
Opportunity #5: E-Newsletters
Content marketing is one of the hottest trends
in online marketing today, with e-newsletters
leading the charge. Like with email, business
owners use e-newsletters to stay in touch and
build relationships with current, past, and
potential clients. But once a business starts
mailing an e-newsletter, they can’t stop. So just
like with social media, you’re set up for a retainer
deal — which means predictable, ongoing
income, month after month.
Click here to learn more about How to Write
Engaging E-newsletters: Earn Ongoing
Income by Turning Casual Prospects into
Devoted Customers, and discover this “quiet” niche overlooked by most online
writers and why it’s one of the most stress-free paths to freelance success.
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Opportunity #6: Case Studies
Do you love to write stories? Then imagine
making as much as $300 per hour to help
companies share their success stories with
the world! Case studies follow a very simple
formula, and by mastering these simple
projects, which average between five and
seven hours total, you’ll have an in-demand
skill that can help you build a healthy annual
income as a paid writer.
Click here to learn more about Writing Case Studies: How to Make a Great
Living by Helping Clients Tell Their Stories.
Opportunity #7: White Papers
The amazing thing about writing white papers
is that you can make more by authoring one of
these seven-page documents than most writers
earn from a 300-page book. Why? Because
white papers open the gates to major income
avenues for B2B companies, which means
they’re willing to pay writers top dollar to pen
white papers that persuade buyers. And after
completing this fun and thorough program,
you’ll know exactly how to do that.
Click here to learn more about How to Write
White Papers that Command Top Fees.
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Opportunity #8: Video Scripts
Online videos are one of the hottest trends
in marketing right now for one reason: They
work. And that means businesses are finding
themselves in desperate need of scripts to plug
into videos to attract, persuade, and hold the
attention of prospective customers. Lucky for
writers, this opens up a huge new opportunity
for income — all made possible with the
fundamentals from this program, which are
simple and fun to learn.
Click here to learn more about How to Write
Video Scripts: Earn $200 to $500 per scripted
minute for short, fun, and simple script
writing projects.
Opportunity #9: Money-Making Websites
Imagine taking something you love to do or
learn about, and earning money writing about
it in your spare time. It’s entirely doable once
you’re able to write your own Money-Making
Website. By the end of this program, you’ll
know how to launch a professional-looking
website that literally earns you money while
you sleep — and holds the potential to build in
income each year.
Click here to learn more about How to Write
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Your Own Money-Making Websites.
So again, just pick one path to start…
Because you can always add to or change your writing focus down the road.
But right now, it’s all about getting started and getting that first paycheck as a
paid writer… because once that happens, everything changes...
Momentum builds, confidence soars, opportunities ramp up, and you have
choices — which ultimately leads to freedom and the life you want as a writer.
Want help choosing?
Call our amazing Member Success Team toll-free at 561-278-5557. They’re
available between 8:30 a.m. and 5 p.m. ET, and they can help you decide the
best next step for getting your writing dream off the ground.
I should note, too, that everything we offer at AWAI is 100% risk-free,
meaning you can give it a go at zero risk for you…
Try it, see if you love it, and if it’s not the right fit, we’ll refund 100% of
your investment.
But if you love it… if this is the dream career you’ve been waiting for…
(and I think it will be)… then I look forward to welcoming you as one
of the newest members of the AWAI community!
Indeed, we are a community — the group of writers who make up the heart of AWAI
are like no professional community I’ve ever seen. They’re supportive, generous
with advice, and eager to cheer one another on for each other’s successes.
I know they’ll be there to cheer for your successes, too.
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About the Author
Rebecca Matter here — copywriter, marketer, FSU
alum (Go, Noles!), mommy of two, and wife of the
most supportive man in the world. He makes my
version of the writer’s life possible.
I’ve spent the last 20+ years as a marketer
and copywriter, and my superpower
getting writers — really, anyone — unstuck. I’m
big believer in going after the things you want
life, and also believe the things in life that scare you
the most are usually the things worth doing.
is
a
in
I’m a lover of all things AWAI… I love the company, love the team, love our
members, and love what I get to do each and every day. Yep, I’m one of “those”
people. But I LOVE AWAI! (I see a bumper sticker in my future.)
I basically spend my day helping writers live the life they’ve always dreamed of.
That’s my job!
So whatever you need to succeed… whether it’s a hug, a high five, or a kick in the
pants, I’m your girl.
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