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The Copywriter’s Guide: How to Read Client Voice

how to read client voice

What does it mean to “read” your client’s voice?

Every business owner with a digital presence has an established online voice.

Voice is essential to make a business stand out.

A voice that’s too generic makes a brand forgettable. An over-the-top voice can seem unprofessional.

Voice is an integral part of their branding, their reputation, their online persona.

They all go together.

 

If you’re a copywriter,

Or you’re the default copywriter for your own business,

All your copy needs to be written in this “voice.”

 

But what exactly is “voice”? 

Let’s break down what voice is.

Voice is a [subjective] way to describe how a person/brand communicates online.

It’s the way a business conveys their message.

For example, Hallmark conveys its message through heartfelt emotions. They speak to the heart.

 

Voice can be anywhere from:

  • Formal to casual
  • Sarcastic to straightforward
  • Bossy to reassuring
  • Coarse to refined

And any number of adjectives in between.

 

Usually, voice is consistent with all parts of a business including:

  • Branding
  • The products a business sells
  • The personality of the owner or spokesperson

A Christian book company is going to have a different voice than the Middle Finger Project.

The Christian bookstore will usually have a wholesome, conservative, spiritual take on voice.

Meanwhile, the Middle Finger Project is peppered with curse words and no-nonsense energy.

 

Let’s take a closer look at the voice for popular ecommerce site, MooseJaw, just because it’s so memorable.

Moosejaw sells many of the same outdoor products as other sites.

What sets them apart from their competition is their voice.

Their voice across all their channels is irreverent and cheeky.

Exhibit A:

 

These examples should give you an idea of what voice is and how it plays into a company’s branding.

They’re funny. They don’t take life so seriously that they miss out on the fun. They’re youthful.

If you’re an outdoor junkie, you read through the site and you feel yourself relax from rigid standards. You’re not at work. It’s all about play.

 

So now that we have a better grasp on voice, let’s talk about how to “read” your customers’ voice so you can mirror it in your copywriting.

 

How to Read Client Voice

Alright, so you have a brand new client and you’re trying to get acquainted with their brand and voice.

What you’ll want to do is gather some information from the client and some from your own observation.

Let me show you what my process looks like.

Use it, refine it, or tweak it to your own preferences.

 

  1. Ask your client to describe their voice

First, I always ask my clients how they would describe their voice in my client questionnaire and initial conversation with them.

Sometimes they have a clear idea. Other times they’re not sure. Sometimes their voice is generic. Other times the voice they have is inconsistent with the voice they wish they had.

So, it’s important to ask good questions about your clients’ voice. 

You may end up helping them craft a crisper voice.

 

Some question you might want to ask include:

  • How would you describe your brand voice?
  • What 3-5 adjectives would you use to describe your voice?
  • What words/wording is allowed and not allowed? (i.e. cursing, condescension, etc)

[Steal my client questionnaire with all the questions I ask my clients before starting a project]

 

You also have to have a clear idea who your client is talking to. You don’t want to use language that’s off-putting to your desired audience. Audience is a topic for a whole other post, but it’s important keep who you’re talking to in mind.

 

2. Next, study the client’s existing content

Next, I suggest going through your client’s content on their existing platforms to gather intel, including their:

  • Website
  • Blog
  • Social media accounts
  • Emails
  • Internal communications

You don’t need to spend hours and hours on this. Just read through enough content to get a solid idea of their voice.

Jump ahead to #4 to find out what you should be taking notes on.

 

3. Study the client’s spoken content

In much the same way, you want to go through some of your client’s spoken conversation, including:

  • Interviews
  • Podcasts
  • Videos
  • Instagram stories

In many cases, a client’s voice should sound the way they talk. This is especially true for those whose businesses is built around who they are, such as coaches.

Now, if you notice a glaring difference between a client’s written and spoken words, you may want to dig a little deeper with the client. Unless their product or business is a completely separate entity from who they are as a person, their copy should sound like “them.”

Again, don’t spend days going through every interview your client has ever participated in. Just listen through enough clips to get a sense of their spoken voice.

 

4. Read through reviews and testimonials

Next, read through what other people have to say about your client.

Read how they describe the brand. Take note of any themes that come up.

Just remember, make sure to separate this third party voice from your client’s own voice. You just want to be on the lookout for descriptive words that explain the client’s voice.

 

5. Take notes

While I’m doing voice research, I like to start a word collection and jot down all the words and phrases my clients like to use.

Perhaps they have a trademark greeting or signature phrases they use a lot. Write them down.

Or maybe they have their own slang or terms they use. Write those down.

I also like to take notes about what comes up for me when I hear my clients speak.

What’s your first impression?

Or how do you feel after you’re done reading their content?

Do they give you guy-next-door vibes or brazen badass vibes?

Try to put yourself in your client’s prospect’s shoes. What really resonates with you?

 

6. Try to describe what you’ve discovered

Now that you have all the data you need to read your client’s voice, it’s time to organize your thoughts into a synopsis.

You can even go so far as to draft a formal style guide for your client, if you include that in your service.

 

In your voice guide, you can include:

  • A few adjectives that describe the voice
  • Rank voice on the different scales (see below)
  • Taglines and signature phrases
  • Word collection
  • Description of the voice

Just type these out in a clean document. Try not to get too overly detailed. Some of us could easily get carried away over-analyzing and trying to capture every detail. But that’s not the point here. This is more of an overview.

Oh, and I mentioned ranking voice on different scales. You can rank these on a scale of 1 to 5:

  • Casual to Formal
  • Funny to Serious
  • Factual to Opinionated
  • Raw to Refined
  • Emotional (heart) to Logical (head)
  • Confident to Self-Deprecating
  • Light to Heavy
  • Superficial to Deep

I’m sure you can come up with more. Just make sure the scales are relevant to your client. Some might be a given, such as journalism, which is more formal and factual.

 

Now, using what you have, try to write out a description of the voice.

 

Example brand voice description

So, here’s an example of a voice description from my own Forest Bathing Central platform.

Descriptive adjectives:

  • Kindred
  • Grounded 
  • Nurture
  • Magical
  • Intuition

The voice is casual, but well-informed. It’s “me.”
It sounds playful and fun, not so serious and science-y.
Science is important to us, but the copy should sound accessible and playful.
It’s like talking to your best friend, but your best friend is a super outdoorsy nature geek.
It’s not so serious that you have to go no-trace camping, but not dumbed-down either.
We feel our best and feel more alive when we’re outdoors. It’s like classy campy. Super “down-to-earth,” in a literal sense.

 

I also have a word collection and “brand lexicon” for Forest Bathing Central saved in my Google Drive.

But you get the idea right?

 

This is what it looks like to “read” and distill a brand voice.

 

This is the information you’ll use to craft your copy for your clients’ businesses.

You want to have this voice description in front of you (or in mind) as you write, so you keep the voice tight and consistent.

Clients are thrilled when you’re able to get inside their head and create copy that sounds just like “them.” 

 

[Get the insider scoop on starting your own freelance writing business with this collection of mini courses]

 

So tell me,

How do you read client voice?

What questions do you still have about reading your clients’ voices?

Power Hour Productivity for the Freelance Writer

Freelance writer power hour

 

The term “power hour” comes from the mlm, or network marketing, world. It’s an hour of the day dedicated solely to building your business.

You’ll hear members of various direct sales companies, like Herbalife, Beachbody, and Young Living mentioning power hours. And if you join one, believe me, you’ll be encouraged to use the power hour religiously.

 

Now, I don’t belong to any mlm companies, but I do like to incorporate some of their effective business techniques into my own regimen. The power hour is one of them.

 

In fact, I’ve been known to pull up people’s power hours on YouTube and follow along with my own freelance power hour along with them. There’s something about this coworking energy that motivates me.

 

There’s something so motivating about watching someone else dedicating their full focus to the most essential tasks in their business that makes me want to get ish done!

 

I created my entire freelance writing business from scratch in one hour chunks. This is exactly how I did it.


Watch the Power Hour video here

 

How to Set up Your Freelance Power Hour

To set up your power hour, you need to start with your most crucial, momentum-building tasks. No, it’s not checking email…scrolling TikTok…signing up for another course.

I want you to think about the most crucial tasks required to build your business. The tasks that make the most impact.

In the beginning, it’s all about portfolio-building and prospecting: creating samples, cold pitching, networking, etc.

Once your business becomes established, you can dedicate more time to content and marketing for your business.

 

Action step: write down the tasks that have the biggest effect on your business growth.

 

Your most important business-building tasks might include:

  • Building out your freelance writer website
  • Pitching your favorite brands
  • Applying for job board projects
  • Building relationships on LinkedIn
  • Posting valuable comments in Facebook groups
  • Writing case studies about projects you’ve completed
  • Updating your social media profiles
  • Publishing blog posts your ideal client would find valuable
  • Recording videos relevant to your industry

 

Action step: Next, let’s narrow down your list to the most crucial 2-3 tasks. Then, determine how you’ll split your power hour up among these tasks.

Let’s say I want to dedicate my hour to pitching and sample-building.

I’ll dedicate 30 minutes of my hour to either cold pitching, pitching publications, or job board pitching.

I’ll dedicate the next 30 minutes to publishing valuable blog posts on LinkedIn Publisher (thereby creating samples).

 

How to Complete Your Freelance Power Hour

Action step: Once you know what you have to do, grab my free Power Hour printable and write your action tasks on the left side and fill in the columns with the tasks you perform each day.

For example, if I pitch during my power hour, I might write down the names of the 3 people/brands I pitch to each day. If I create content, I write down the piece of content I work on each day.

Now, set aside an hour each day to complete your laser-focused hour. Put some binaural beats in your ears, set a timer, and put your entire focus on powering through your hour.

DO the tasks you know you should do to move your business forward.

 

freelance writer power hour printable

 

Continue this process every day for a few weeks and take note of how much momentum you gain just by doing a little bit every day. Powerful stuff!

 

Let me know in the comments…

What do you plan to do during your freelance power hour each day?

How to Write Faster (and Increase Your Income in the Process!)

freelance writer how to write faster

 

As a freelance writer, your rates are probably tied – in some way – to how fast you can write.

You may charge by the hour (which penalizes you for writing faster, btw).

Or you may have project rates based off of how long it takes you to complete.

In some way or another, your income depends at least somewhat on how fast you write.

 

So, writing faster is one way to increase your income potential.

Take a look at how this works:

An article that pays $150 nets you $150/hour if you complete it in an hour or $50/hour if you complete it in 3 hours. That’s a difference of $100 an hour!

You want to finish that article in 1 hour for the best returns.

When you write faster, you can complete more projects and increase your income potential.

 

So, you want to know how to write faster. 

But to understand how to write faster, it’s helpful to understand what slows you down the most.

 

Follow along with the video version here:

 

What Slows Down Your Writing

I don’t know about you, but some of my biggest time suckers are:

  • Skipping around among a bajillion open tabs
  • Environmental distractions (“squirrel!”)
  • Not being able to find exactly the right words
  • Lack of direction for the content
  • Intensive research

Now, typing speed and discipline can also play a role in how fast your write, but I don’t think they play as big of a role as the factors above. There are resources to help you increase your typing speed and all of that, but think about what really slows you down.

I think distraction and spending too much time on tasks has more impact on speed than actual finger dexterity.

What else slows you down?

Once you have an idea of what hinders your momentum, you can address it to write faster.

Here are my tips.

 

How to Write Faster

Minimize tab jumping

If you have a habit of clicking around among all your tabs, you need to eliminate that distraction in one of several ways. First, of course, you can close all those tabs. But if you’re anything like me, that’s just not practical.

Instead, you can cut the click with a full-screen writing program. My favorite is the Calmly app. You can toggle an open document to full screen and type without seeing any of your other open tabs.

 

how to write faster

Otherwise, you can open a new Google window solely for work tabs (right click on the Chrome tab, see below). So, I have one window with email, Pandora, shopping sites, or other personal tabs. Then, I open another window with only work-related tabs. That way, it’s much easier to stay on-task and more difficult to tab surf.

 

tab jumping and productivity

 

Minimize environmental distractions

Now, I have this theory that two parts of my brain are at work when I’m “at work.” There’s the brain that’s focused on my task and the brain that’s scanning my environment. The scanner brain gets distracted by noises outside, voices in the living room, the kids, the dog, itchy legs, all of it.

So, to calm the scanner brain, I need to reduce environmental input. The best way I’ve found to do that is with instrumental music, or binaural beats in particular. Binaural beats are meant to balance your brainwaves for a certain purpose, whether you need to slow down or pick up. There are beats for concentration, beats for energy, beats for sleep, etc. The binaural beats for concentration help me focus both parts of my brain on my work.

My favorite binaural beats come from mynoise.net. There are also a bunch of binaural beat playlists on Spotify. Put the earbuds in, turn the beats on, and you can tune out those scanner-brained distractions.

 

write faster binaural beats

 

Find the right words

When I’m writing, I often know what I’m trying to say, but don’t always have the right words to say it. It takes some thought to come up with exactly the right words. Now, tools like the online thesaurus can help you pick out words. Word Hippo is another great tool, because you can find “another way to say” different phrases.

However, before you even try to find the right words, I encourage you to just word vomit all over the page. Just get out what you’re trying to say, and do it sloppy. Don’t edit that first draft. I like to just throw brackets around the words or phrases that I need to fix later and keep writing. The brackets allow me to visually find what I need to return to.

You should also take frequent breaks, unless you’re fully in-the-zone. Don’t mess with zone writing. But when you’re at a loss for words or feeling clunky, take short breaks every once an hour or so and come back with a refreshed mind. Many times, those words you were looking for will surface after a mind break.

 

Give direction to your words

Next, let’s say you sit down to write a post for a client but have no idea what direction to take it.

To this, I say: Template everything.

Even a simplistic template can help you get started.

For example, a 500-word blog post template can be as simple as:

  • Headline
  • Intro
  • Point one
  • Point two
  • Point three
  • Summary

All you have to do is figure out what your main point is, and usually your client tells you what that is. Then, all you have to do is fill in points one, two, three, and so on to support that main point.

This looks too easy, but let me tell you, having a format in front of you gives you a sense of direction for where you’re going with your article. You can do the same for emails and web pages. You can put together a wireframe and a process for each page. You can put together an outline for every email.

You can also put together a checklist of requirements for each piece of copy. For example, your blog post may need a certain word count and a pinnable image with alt text copy. Put all those tasks on a list. You may want to keep a list of keywords and SEO checkpoints in front of you. An outline and checklist including all these tasks will speed up your writing time by bunches.

 

Reverse research

Research can slow you down, big time. Now, in some instances, you really do need to do thorough, lengthy research. But if you’re doing more of a general interest post than a journalistic piece, you don’t need to nor should you spend as much time on research.

You can do what I call “reverse research,” which means you write out your post first and then go back and find research to support it later. For example, say you’re writing a post about the importance of water for weight loss. You know water supports metabolism. So what you can do is write a section on metabolism. Get everything you want to say on paper, and then go back and find research to support it afterward.

Now, you do have to be careful not to cite disproven or poor research or let your own confirmation biases skew your piece. But you can speed up your writing process by making a statement and finding resources to back it up later.

 

Bonus tip to quicken your writing speed

Here’s a psychological tip I swear by. Use a timer. All you have to do is do a search for “timer,” and Google will automatically bring a timer up for you. If you want to finish an article in an hour, set your timer for 60 minutes and go.

This little tool tricks your brain into production mode.

There’s something about the timer that makes you buckle down and push out content. Even if you don’t finish your article in 60 minutes, you’ll finish it a lot faster under the pressure of a timer than if you leave your work up to “unlimited time.”

 

google timer write faster

 

Now, I know you probably weren’t expecting these types of simple tricks to help you write faster. You were probably looking for some kind of lesson in writing or typing speed. But in my experience, writing speed is more about productivity skills, not so much keyboard skills (as long as you aren’t typing with one finger).

You’ll be able to write quicker over time, as you learn your niche and establish your own writing patterns, but these tips will make an incredible difference if you give them a try. I return to these tools again and again when I notice my speed dragging. I hope they help you too!

 

How about you,

What are your favorite tricks for how to write faster?

How Freelance Writers Sound Desperate (and how to fix it)

freelance email sound desperate

 

You’re sending out pitch after pitch after pitch and you’re getting crickets.

You wonder what you’re doing wrong.

Maybe your emails are too generic. You might not be sending your pitches to the right person. They’re too long. Too short. Any number of things could be sending your pitches to the digital ditches. (<<dig that poetry)

 

One way you could be destroying your credibility is by coming across as desperate.

You have to eliminate desperation if you want your prospects to take you seriously.

(Even if you really do need the job or your power will be shut off).

 

Maybe you’ve heard the advice from other mentors and freelance writers to not sound desperate.

But maybe you don’t really recognize when you’re doing it, so you can avoid it.

How can clients tell?

 

Let’s take a look at some wording that puts you at a disadvantage and loses your prospects’ confidence in you. Then, we’ll fix it right up so you sound confident.

 

Watch the video version here:

(But read below for in-depth examples)

 

Freelance Pitches That Sound Desperate

 

Using shaky words

Words like might, maybe, may, could, sort of, and I think are words I like to call “shaky words.” They make you sound unsure. You need to get rid of these shaky words to convey confidence.

 

What it sounds like: 

  • “I think I can make this work.”
  • “I’ve used Powerpoint before so I imagine I could figure out Slides.”
  • “This looks like something I might be able to do.”

These shaky phrases don’t make your clients believe in you. They don’t want to entrust their content to anyone who sounds like they “might” be able to write it.

 

What to do instead: Use Power Words

Power words convey a sense of conviction in your abilities. This is what your clients want to hear. Power words are just strong words and phrases that convey your certainty.  There are too many power words to list, but instead of “might,” say “I can.” Instead of “I think,” say “I know.”

Lets rewrite those shaky phrases above with more power:

  • I’m confident I can meet all the expectations listed.
  • I have extensive experience using various presentation programs, so I know I can master Slides quickly.
  • These project details are in line with my expertise.

 

Putting prospects on a pedestal

Putting prospects on a pedestal means giving them a superior position in your mind and putting yourself at their feet. If you’re used to working in corporate, this can be a hard habit to break. You’re used to the corporate ladder and submission to your superiors.

However, as a freelance business owner, you have to get used to the idea of being on the same level as your prospects.

You’re not an employee or an assistant: you’re an equal as a business owner.

This principle goes even if you’re pitching a quasi-famous authority in your industry that you look up to. You’re still approaching them business owner to business owner.

 

What it sounds like:

  • “I’ve admired you for the past 5 years and I really want to work for you.”
  • “To work with you would fulfill a lifelong dream…”
  • “Give me an assignment and I’ll show you what I can do.”

Anything that sounds like groveling or fangirling/fanguying is really off-putting to people what want business partners, not “followers.” You can certainly show your admiration and still approach them as a business.

 

What to say instead:

  • “As a business owner myself, I have so much respect for what you do. Our common values would make a great match.”
  • “I’ve been following you awhile now, so I have a strong feel for your voice and approach.”
  • “I’m willing to do a paid trial project to give us a feel for working together.”

It’s okay to add a little flattery and show mutual respect. Just don’t bow or fawn.

 

 

Employee mindset

Similar to the point above, your voice may still carry the deference of a corporate employee. When you run a freelance business after you’re used to being in corporate, your employee mindset can come across strong in your pitches.

What it sounds like:

  • “I would be the best employee for this position.”
  • “Hire me, and you’ll see how well I work for your company.”
  • “My credentials meet all the criteria for your job posting.”

These examples have the desperation of the superior/inferior mindset. You can practically hear the “please, give me a job” coming through here. The phrases that might be appropriate on a cover letter aren’t what your prospects want to hear.

 

What to do instead:

I made one small tweak to my website to remind me of the equal position I have with prospects. Instead of “hire me,” I have a “work with me” page. That small linguistic tweak puts my prospects and I on the same level.

In the same way, you want to speak CEO to CEO, not employee to boss. Your prospects aren’t hiring you, you’re working together. Approach your clients with that same mindset.

  • “I have the expertise to help your business increase conversions.”
  • “You’ll see by the testimonials and samples on my portfolio page what I can do for your company.”
  • “I have a service package to cover the gaps in your business you mention.”

Take ownership of the business you actually own.

 

Offering work for free

Aside from offering free work to get your first sample or charity work, you should never work for free. I won’t even do “test projects” for free. You wouldn’t walk into the drugstore and decide a bottle of ibuprofen is free so you can test it out. That’s preposterous! The same goes for online business. You’re not the free store. There’s no such thing.

 

What it sounds like:

“Let me write a free 500-word post to show you what I can do.”

You know what that tells me? You’re desperate. And you don’t have enough work lined up. If you did, you wouldn’t have the time or resources to offer free work. Also? You should be able to show your clients what you can do with your portfolio.

The type of client that requests free work will always try to shortchange you from then on. They’ll ask you to do “just this quick little write-up” to go along with your work. For free.

Friend, you deserve to be paid for your work.

Plus, you should have a handful of exemplary samples to prove you can do what you say.

 

What to say instead: 

  • “Here’s a link to my samples which show my expertise for landing pages.”
  • “I see you don’t have an About page on your website, which is unfortunate because typically an About page is one of your top 3 most-viewed pages. I could write an about page for you to increase your authority and conversion for $350. This will give you feel for how I work.”
  • “I’m willing to do a small paid project to help us get a feel for each other.”

 

 

Begging

For the love of all things pure and holy, please please do not beg (<<like that).

Begging doesn’t look good on you.

It puts your clients in a position where they feel bad for you or obligated to you. It’s off-putting.

What it sounds like:

  • “Please give me a chance. You won’t be disappointed.”
  • “I want this more than anything.”
  • “This posting sounds perfect for me. I’d really appreciate you giving my application consideration.”

That last one there ^^ isn’t overt begging, but it pretty much says “Please, give me the time of day. Thank you for listening.” And more importantly, it’s all about you, not what you can do for them.

Your prospects want someone confident enough in your ability that you don’t have to beg. And they want to know what you can do for them.

 

What to say instead:

  • “My past clients increased conversion rates by up to 259%, so I can get you exceptional results.”
  • “I get a feeling we’ll get great results together.”
  • “Your copywriter posting sounded like it was directed at me. My credentials and expertise are just what you need to increase your website performance.”

Show your prospects real results, and show them exactly how your services would serve them. Begging is unbecoming.

 

In summary,

Here’s a quick editing checklist to help you eliminate desperation from your emails:

  1. Scan for words like “might,” “may,” “could,” and “think.” Replace with power words.
  2. Reread your email and check for phrases that make you sound inferior. Put on your business owner cap and try again.
  3. Replace those phrases you learned to write in cover letters with what you’d say as a business owner.
  4. Don’t offer work for free.
  5. Listen for hints of begging or groveling in your emails. Replace them with direct statements about your services.

 

I hope this information has been eye-opening and helpful. Hopefully this helps you detect desperation and find more confident ways to express yourself.

Recipients really can hear desperation in your voice, and that’s not the impression you want to make. Even if your entire life savings does depend on this “whole freelance thing” working out, you still need to take the emotion out of it. Take an objective approach and don’t let the troubles of your personal life infiltrate your emails. Your clients don’t want to hire you just to pacify your desperation.

 

I want to hear from you…

Have any interesting realizations about how you pitch? Where have you seen emails that sound desperate “out in the wild.”

What ‘Treat Your Business Like a Business’ Means [and how to do it]

treat your business like a business

 

 

You’ve heard people speak the phrase “treat your business like a business.”

It’s a term you hear a lot from the network marketing world.

But what does that phrase actually mean? And why should you care?

 

 

Catch the video version here

 

What ‘Treat Your Business Like a Business’ Means

If you have a freelance business, you have a real business. I think a lot of freelancers don’t realize this. Or maybe they’re intimidated by owning their own business. But truth is, if you freelance, you own your own business. And it doesn’t have to be scary.

It’s empowering.

It’s fulfilling.

And it’s not as scary as you think.

So, let’s talk about what it means to treat your business like a business.

 

Mindset

What it means to treat your business like a business is to act as though your business is important and you take your clients’ needs seriously.

What it means to not treat your business like a business is to approach business with the “I’ll just dip my toes in the water and see if this works” mindset or treat it like a side project that you’re not too serious about.

Even if you are still in corporate, and you really are just trying to see if freelancing works (it does!), you can still treat it like a legit business. You can still show up like a person who is serious about their efforts.

Think about what you expect when you walk into a business. You expect the owner to care about their customers, to deliver on their promises, and to be in it for the long run. You can do the same, even if you’re unsure. Every brick and mortar owner has doubts too, so that’s okay. You can have those doubts and still be serious about your business.

The thing is, your clients don’t want the casual fly-by-night freelancer to work for them. Their entire brands and businesses are far too important to them: too important to gamble on a mediocre freelancer who’s “testing the waters.” They want a writer who’s good and dedicated to their work.

Train your mind on being a real business owner.

 

Logistics

If you own a real business, you have to take care of all the logistical elements, such as registering it. Think about what you need to create an actual business, and then do them. (Be careful to avoid spending time anguishing over them though).

If you’re in the US, get an EIN number.

Do it right now, if you haven’t yet. I’ll wait.

Apply here. It only takes about 38 seconds.

Congratulations, you have a business!

Let’s keep the momentum going. Now, name your business. You can use your name, create a business name, or even create an agency name.

Then, you may wish to register your business name, if your state/local government requires it. Again, this usually takes a matter of minutes. We were able to register my husband’s LLC completely online.

Next, set your prices. No, really set them. Your clients don’t get to tell you how much they’ll pay you. You don’t walk into Target and tell the cashier you’re going to pay $0.50 for a new pair of sunglasses. You’d be referred to the door (or security). Be the same way with your prices. Stand firm on what your work is worth (of course, this could be a topic for a whole ‘nother post or 6).

That’s pretty much all you “officially” need to do to create a business.

But, let me ask you…

When you’re looking for restaurants to try, boutiques to visit, or furniture stores in your area, what’s the first thing you do?

You pop on your phone and look them up, right?

If you’re looking for a landscaping company in a new area, the only ones you probably consider are the ones that show up on Google. (No-name businesses have to rely heavily on word-of-mouth if they don’t have a website. You wouldn’t know about them otherwise).

If you don’t have a website today, it’s like your business doesn’t exist.

Freelance businesses are no exception.

I’ve seen a rare freelance businesses do really well without a website, but I wouldn’t leave my success to that chance. I want people to see that I’m damn good at what I do and that I’m serious about it. I want them to feel good vibes about me. And my website gives me a place to showcase my work and build my clients’ confidence in me.

What I’m saying is: make sure you create a website for your business.

Your clients can see you’re serious when you send them to a legit website.

If you’re not tech-savvy, I know that might sound complicated.

But here, I can show you step-by-step how to start a website in like 5 minutes. 

And here’s a free no-nonsense design tutorial.

You could have a freelance website up and running by tonight.

 

Customer service

I can’t tell you how many times I’ve been told I’m a favored writer of a company because of how I hand in what I agreed to, on time. Yes, seriously. You’d think these common courtesies were just a given for business owners, but apparently so many freelancers don’t even pass the first round.

Good customer service is key to a successful business. To treat your business like a real company, you need to set some basic standards of customer care (or risk damage to your reputation).

For a freelance writer, all that entails is being courteous, treating people and their businesses with respect, handing in good work, and submitting work on time. I’d encourage you to set your standards even higher than that, but make sure you get those right first.

You can even go so far as to outline your customer service strategy, if you want to. You might set precedents such as, “all work is to be turned in on or before the due date” or “we never speak negatively about our clients online.”

Remember, your clients care deeply about their businesses and you can honor that by the way you treat them.

Build the type of reputation you want through your customer service.

 

Approach

When you send a cold pitch or jump on a client call, do you present yourself on their level as a fellow CEO or as an employee?

The employee mindset is damaging to your career.

The employee mindset tells you you’re working for someone else, your position is inferior to theirs, your viewpoint is inferior to theirs, they’re your boss, they tell you what to do, and you have to put up with outlandish requests because it’s your job.

With that approach, you’d be treating your business like an entity someone else owns.

Does that even make sense?

Nope.

You’re the CEO of your business. Your clients are your equals. You’re in charge of your work.

This takes practice though, especially if you’ve been an employee all your life. But I encourage you to practice being in the ownership mentality. Remind yourself of your position before your phone calls. Don’t be afraid to take the reins during your conversations and let your clients know how your business works rather than wait for them to tell you how they’re going to proceed.

Practice holding your position. Don’t be arrogant, but don’t relent to appease a supposed “superior.”

Also, part of having a real business owner approach means jumping in and giving your business your all.

You can’t “sorta” run your business or hide and pretend you don’t have a business. You want to give it everything you’ve got.

When a proprietor opens their doors, they do everything in their power to keep their doors open. They use sales and marketing to bring in new customers, they tweak their inventory, they adjust their budgets, and use every technique they know about to make it work. They don’t open a business thinking they’ll “just try it out.”

If you really want your freelance business to replace your income and support yourself and your family, you need to do the same. For it to work, you need to make it work and not rely solely on fate to intercede. It’s your responsibility to find your customers and it’s your responsibility to keep your business profitable.

 

Other ways to treat your business like a business

Use this (non-exhaustive) list of business practices to get the ideas rolling and build your business mentality:

  • Set scheduled office hours
  • Track your finances
  • Set sales projections (goals) and try to meet them
  • Market your business
  • Outsource when you need to
  • Keep learning: listen to business podcasts, read business books and articles, etc
  • Make sure your heart (not your wallet) is in the right place
  • Never stop with lead generation (finding clients)
  • Expand your network
  • Implement a social media strategy
  • Promote your business every day
  • Put systems in place for everything (and hone them)
  • Support causes in your community
  • Ask for testimonials and reviews

 

Anytime you wonder what “treat your business like a business” means, just think about how your favorite businesses are run and treat your business likewise.

I hope this video and article have given you some valuable insight into how to treat your business like a business. And more than that, I hope they contribute to your success in your business pursuits.

 

Let’s talk about this more in the comments. Did I miss anything? What other ways do you treat your business like a business?

Best YouTube Channels for Copywriters

Best youtube channels for copywriters

 

With my oldest kid, I hear YouTubers Tanner Fox and Jake Paul in the background at my house almost daily. From my youngest, it’s Blippi and Titi Toys.

The voices are familiar (albeit grating, at times) background noise around here.

 

Now, we all have our “thing” we consult YouTube for. And every YouTuber has their “thing.”

Vloggers have their vlogs.

Cross-stitchers have their Flosstube.

And copywriters?

We need a name for what we have, doncha think?

CopyTube, anyone?

 

Anyhow, you have to do a little digging to find some really great YouTube channels for copywriters. Thankfully, I’ve come across some really excellent ones through my involvement in the copywriting world, research, or pure serendipity.

Based on my own findings and some good recommendations, I’ve cultivated the most relevant, informative list of copywriting YouTubers worth paying attention to.

[Remember what I said about competition? I guess theoretically, all of these people are my competition in some way, but I don’t do competition.]

Cue up your playlist, because you’re going to be inside it for awhile.

 

 

8 Best YouTube Channels for Freelance Copywriting Advice:

 

Alex Cattoni

Cue the Alicia Keys, “This girl is on fiyah.” K, now that I got that song is stuck in your head, let me tell you why I recommend Alex. Her channel is a binger. You can tell Alex is at the top of her game, both with copywriting and video strategy. This is the type of channel you want to bookmark for future reference, so make sure to subscribe.

 

Alex Cattoni Best Copywriting Youtube Channel

Can I make a recommendation? How to Become a Freelance Copywriter and Get Your First Client

 

 

Ashlyn Writes

I came across Ashlyn via another YouTuber’s recommendation and I just really love what I found. Ashlyn has a very sweet, generous heart and freely shares some of her most valuable copywriting tips. She now has a video content strategist on her team and posts regularly, so you can count on her to post really high-quality videos every week.

 

Ashlyn Writes best copywriting youtube

Can I make a recommendation? How to be a Copywriter + Own Your Niche

 

 

Jorden Roper’s Creative Revolt

Jorden’s YouTube channel came on the heels of her fabulous blog success. Like her long-form blog posts, her videos are packed full of value. She’s very candid about how she makes money and the strategy behind running a successful freelance business. Just a side note, this channel is NSFW or little ears. Swear words get dropped regularly.

creative revolt youtube channel

Can I make a recommendation? How I Made $5,000/mo Freelance Writing in Just 4 Months

 

 

Elna Cain

Another blogger-turned-YouTuber, Elna has recently upped her YouTube game with some great writing videos. Her advice is more geared toward beginners or anyone that wants to get back to the basics: how to find clients, how to make your first $100, how to create a portfolio, etc. Elna runs several writing blogs, so check out Freelancer FAQ’s and Elna Cain for some really valuable information.

Elna Cain Best Copywriting Youtube channels

Can I make a recommendation? How to make your First $100 as a Freelance Writer

 

 

Courtney Johnston

Courtney has a really stellar YouTube channel with a regular posting schedule. She offers both business building and copywriting tips, with the occasional productivity hack, in her videos. She makes you feel like you could be best friends with her and she makes everything sound totally doable (it is!). Her playlists are the binge-able kind, so cue ’em up.

 

Courtney Johnston best copywriting youtube channel

Can I make a recommendation? How to Get Your First Paying Client

 

 

The Cult of Copy Show with Colin Theriot

Colin really runs his cult on Facebook, but his audio and videos are pure gold. Colin is a little “out there” for some people at first, but every single thing he posts or podcasts is worth paying very close attention to. He offers advanced copywriting and business-building strategy. He’s learned how to hack the copywriting world by becoming a guru, and making as much money as possible doing as little work as possible.

 

Cult of copy best copywriting youtube channel

Can I make a recommendation? The Virtue of Laziness and Slouching Toward Success (not that I condone laziness, but he makes some really provacative points.)

 

 

Kopywriting Kourse

If you haven’t been properly introduced, I want you to meed Neville Medhora. Neville is a leader in the copywriting world and creator of the Kopywriting Kourse. If you’re looking to break into copywriting, he has some great starter videos. For people a little further along, he breaks down some of the best copywriting formulas for various strategies to improve your copywriting. Dude’s branding game is strong too with his little stick drawings and illustrations, which are part of all his platforms.

 

Neville Medhora best copywriting youtube

Can I make a recommendation? Getting Your First Freelance Writing Jobs

 

 

FlashFit Trainer, Jessica Collins

Hey, that’s me. I had to put a little plug in here. I’ve been working on upping my own YouTube game, and I’ve been putting out a lot of helpful information that I wish I would’ve known when I started my freelance journey and what I’ve learned as I continue to hone my business. Many of my newer blog posts have Youtube videos associated with them so you can either read or watch. Come on over and subscribe so you don’t miss any great updates!

flashfittrainer best copywriting youtube channel

 

Can I make a recommendation? Breaking Into Freelance Writing Out of Nowhere

 

 

I hope you’ve found some interesting channels to check out on this list.

There is a wealth of copywriting resources right here.

And, if you’re anything like me, once you see what’s possible to accomplish, you won’t ever be able to forget it.

Once I saw the amazing things other copywriters were achieving, and knew it was possible, it niggled at me until I couldn’t shake it anymore.

If it’s possible for me or any of the copywriters above, you can be daggone sure it’s possible for you.

 

 

Want more copywriting advice?

Check out my FREE 7-Day Email Series about how to make the leap from corporate to freelance, starting with just 1 hour a night. You’ll see just how doable this really is!

 

 

How about you?

Any other amazing Youtube channels for copywriters we should be aware of? What videos did you find especially helpful?

6 Obscure Places to Find Freelance Writing Clients

Find freelance writing clients

 

 

Every prospective freelance writer has the very same question at the beginning of their journey:

How do I find Freelance Writing Clients?

 

Maybe you think you’re supposed to wait until they find you.

Perhaps you search freelance writing jobs on Google every once in awhile.

Or you check the basic job boards and set up a profile on a content mill

 

While you might luck out with one of these strategies, you’re probably not going to make a profitable business out of your endeavor if you sit back and don’t do some proactive legwork on your own.

And that means cold pitching.

 

While there are a cashamillion places you could possibly pitch, I wanted to focus today on some more obscure places to pitch–ones you probably haven’t thought of yet.

 

{Don’t worry: if you want a master list of places to pitch–we’re talking a list so comprehensive you’ll never run out in your lifetime–I’ve gotchu! Check out my Ultimate “Where to Find Clients” mini course}

 

So, since cold pitching is one of the most effective ways to win you some new clients, step right this way to figure out who to pitch.

Watch the video and read the lowdown below!

 

 

 

6 Obscure Places to Find Freelance Writing Prospects

 

#1: Magazines:

Both mainstream and trade magazines are great places to find prospects to pitch. Think about the experts who are interviewed in the articles, products that are featured, and the advertisers at the back of the magazine.

For example, let’s say you write copy for cosmetic physicians (lots of money in that). You could look at who’s being interviewed for articles about laser treatments in a women’s magazine. I write health and fitness copy and I might notice a previously-unknown yoga bag designer mentioned on a page about fitness fashion. If they’re about to get some major traction because of the magazine mention, I could help with that!

Check out who’s advertising in the back too. Your Olay’s and Cover Girl’s in the front already have world-class marketing agencies working for them, but the businesses in the back might not. Pitch them!

 

#2: Niche directories

Type “your niche + directory” in Google.

Look, a list of hundreds of people to pitch!

Again, for health and fitness, I could easily look at a list of NASM personal trainers, a health club directory, companies who belong to IDEA Fit, etc. If you’re a real estate writer, you could easily find a directory of real estate firms in your area or a big city near you.

Find a directory of businesses in your niche, start at the top of the list, and pitch your way down.

 

#3 Twitter

Twitter is a great place to find prospects and warm them up.

[If you decide to use Twitter, don’t miss my guest post over on Make a Living Writing about how to use to Twitter to find clients]

Here again you can type in “[your niche] + business” in the search bar. Create a new “list” on Twitter (I call mine my “watch list”) for freelance prospects. Go through your search results and add relevant businesses to your list. By the way, your prospects will receive an email notifying them that they’ve been added to your list, which could pique their interest.

Next, check your list every few days and start interacting with these companies. Comment on their posts, share articles, and add value. As your name pops up repeatedly, you make yourself familiar to them.

At some point, you may decide it’s appropriate to pitch them. The cool thing is, this time it’s not a cold pitch, it’s a warm pitch.

 

#4 Organization members

See if you can find a directory of members who belong to niche-specific organizations.

For example, if you write for alternative education methods like Waldorf and Montessori, look up organizations related to these teaching methods. A quick search for “Montessori organizations” came back with results like the American Montessori Society.

All you have to do is click on their website and check out their member directory to find some really great places to pitch.

 

#5 Comments section on niche sites

Think about the blogs and websites your ideal client reads regularly. For example, say you write marketing copy for restaurant owners and managers. What blogs might restaurant owners be reading? What websites might they be consulting for advice?

A quick search leads me to the Modern Restaurant Management website, which is a goldmine of articles and advice. All kinds of experts and brands are featured in these articles. But think about who’s in the comments section of these articles. Likely restaurant managers, right?

 

Who better to pitch?

 

#6 Presenters and booth owners at conventions

Just like there’s a blog, an organization, a magazine for every niche, there’s also a convention. And who’s at those conventions? Why, people in the industry who are invested in their marketing, of course.

So, do a quick search for [your niche + convention]. Then, pull up the website for any conference that looks important. Then, search for the list of booths or presenters at that convention.

Lookie there, a list of potential prospects!

Going back to our restaurant management example, it sounds like the Restaurant Facility Management Association Annual Conference is the place to be.

Click up there on “Exhibit & Sponsor” to find a list of exhibitors and sponsors. Click on sessions and events to find the speakers. Think any of them have content needs? (trick question: they all do).

 

 

I hope this list gives you a great starting point and gets your wheels turning to come up with even more places to pitch, so you always have a nice, long, fresh list. Really, you could probably use the list above and be set for a lifetime.

 

So then, your next question might be:

How do I pitch these places?

>>Well, my dear friends, I happen to have the art of pitching down to a science <<<

And you can find my entire pitching process and swipe file in my brand new freelance resource library/course,

 

FREELANCE FREEDOM FROM CORPORATE

 

I say resource library/course because it’s kinda a mesh of both. It’s basically a full library of resources you can refer to at any time, whenever you need it. But you can also follow it in a step-by-step course format if you still have a day j.o.b.

We’re in the beta testing phase right now, which means just 20 participants can get in the course for a cutthroat rate for a short time. After that, the price will at least quadruple for good.

But even if you sign up for the beta round, you still get access to updates for life. And I plan to make updates as the industry changes, as new developments happen, and as I test new techniques.

If you want a comprehensive freelance course anyway, you might as well jump on this chance now, before the beta opportunity closes.

 

Love hearing from you…

Drop a comment and let me know which idea on this list you’re going to try first.

Break into Freelance Writing from Nowhere: 4 Essential Strategies

Breaking into freelance

Hey you,

You want you want to break into freelance writing with ZERO:

  • Writing Experience
  • College Degree
  • Relevant Background
  • Credentials?

I want to wrap my arm around you, pull you close, and reassure you that:

You absolutely can break in! From nowhere!

 

For one, copywriting, content marketing, and all facets of running a business can be taught. None of them are beyond your reach.

For two, your clients don’t give one rip what type of education you got or what your GPA was. You can start at zero.

The only thing they care about is: HOW YOU WRITE!

 

With that being said, you do need to pass a few required prerequisites before moving forward. You need to:

  1. Be a decent writer with a good grasp on grammar, mechanics, and flow. If you’ve always been told you’re a great writer and writing well just comes naturally to you, chances are you can make this work. If writing isn’t your strong suit, there’s probably something else that is (go after that!)! Copywriting can be taught, but it’s probably not for you if you don’t like writing or suck at it.
  2. Have an insatiable desire to make this work: if you tend to quit at the first sign of trouble, this will never work for you. You have to work through trouble and errors and setbacks to get good at it. However, if you’re determined to make it work no matter what, it will.
  3. Be teachable: don’t jump into this freelance business with preconceived notions about how this is going to work. You have to be open to learning and be adaptable to the ever-changing best practices. If you tend to think your first idea is genius or have trouble with criticism, you’re more likely to get discouraged and quit.

 

If you pass your prerequisites, let’s move on to the 4 best ways to bust into freelance writing from ground zero:

 

By the way, here’s the video version, if you’d rather:

#1 Put together relevant niche-specific writing samples

You need to have a portfolio of compelling writing samples in the niche you want to write for.

 

Do not send prospects your senior paper with your feminist criticism of Virginia Woolf’s literature because it’s sooooo impressive.

No one wants to read the flash fiction you submitted for publication because it shows how adaptable your writing style is.

The advice article you wrote for your local newspaper isn’t going to help you (unless your niche is advice columns).

 

Only send decent, relevant, niche-specific writing samples to your prospects.

What does that mean?

If you choose to write in the personal finance niche, write a sample article about paying off college debt before the age of 30.

If you want to break into the real estate writing market, put together samples like 13 Free Ways to Market Your Real Estate Business or How to Spot a Winning Real Estate Client From a Mile Away.

You need to put together samples that showcase your best work in the exact niche that you want to be writing for. Try to come up with topics that appeal directly to your desired audience.

 

Now, you can put together these samples in one of several ways:

  • On spec: write an example article that hasn’t been published anywhere
  • Volunteer: write example website copy for someone you know
  • Your blog: publish a niche-specific article on your own blog, if it fits
  • Pitch: pitch some ideas around and try to get a piece published to use as a sample

 

There are other ways too, but the easiest is to just “make one up” on spec and use that.

Your samples are your gateway to breaking into the freelance writing world!

 

#2 Own it!

If you want to break into freelance writing, call yourself a copywriter or content marketer and just own it.

This doesn’t quite mean “fake it till you make it.” You’re not faking anything, you’re assuming the identity of something that’s already inside of you.

You might be a less experienced one, but you ARE a copywriter.

I want you to know that no one coronates a freelance writer in a fancy sword ceremony.

Every copywriter just calls themselves one, identifies as one, and just becomes one.

The same happens to you.

If you decide to be a freelance copywriter, call yourself one, act like one, update all your professional profiles to reflect the change, and start practicing as one. Just step right into the identity. You belong here.

Becoming a freelancer is a mindset.

 

#3 Always be Learning

In order to be a freelance writer, or be a better one, you need to be in a constant state of learning.

Strategies and platforms change constantly, and you need to keep pace.

Many of the underlying principles of copywriting don’t change, but how you apply them changes all the time. You need to be ready.

I would recommend front-loading your learning. Do a ton of learning at the beginning to wrap your mind about what copywriting is, learn the fundamentals, and practice. Then, dig deeper.

Keep digging deeper still. Always.

Read books, listen to audiobooks and podcasts, take courses, read blogs, any/all of it. Books on writing, books on copywriting specifically, marketing literature, social media blogs, business podcasts…you get the picture.

I take about 10-15 minutes every morning to learn something about my craft as part of my morning routine. Read Bible, read copywriting material, journal, brush teeth, work out.

Being an information sponge is a great way to help you break into freelance writing.

 

#4 Take a Course

The fastest way to learn a trade is to take a course. You get all the material in on place from someone who’s accomplished what you want to accomplish. You could piece a bunch of information together from the internet and books, or you could get it all compiled in one place, all organized and summarized for ya.

I recommend taking a course in business, copywriting, and/or marketing. A single course that teaches you specifically how to start, run, and market your freelance business is ideal. Online courses from someone actively involved in the field tend to be more relevant and up-to-date than books and college courses.

I’m re-reading The Copywriter’s Handbook (required reading <<affiliate link) right now and, though the principles of copywriting are the same, the information about digital copywriting is quite outdated. If social media copy is your jam, for example, a course from a current Facebook ad manager about ad copywriting would be way more applicable and relevant.

If you want insider information on what’s happening right now in the freelance world, with ninja tricks and of-the-moment advice, I recommend a freelance writing course.

*********

And you’ll never guess where this leads me…haha.

I have a course exactly like that coming out shortly, after a long and arduous creation process. It’s ready to go and officially launching on Mon, Sept 30. But the first round is only going to be open to 20 people at more of a beta price so I can flesh out any kinks.

 

[You can see some of the mini courses that will be included here]

 

You’ll learn exactly how to build your own freelance writing business from the ground up, whether you have experience or not, even if you’re working full-time right now. Every step.

 

If you want to be the first to know when it’s live or secure your spot right away, leave me a comment or message me at JessicaM(dot)Collins(at)hotmail(dot)com right away.

The Haute Home Page Copy Formula: 12 Lessons from Top Internet Influencers

Home Page Copy Formula

 

If you study the home page copy of the most successful internet influencers’ websites, you learn how to refine your own page and copywriting skillz.

One of the best ways to learn is to study the best!

These are the people who pay top dollar to copywriters and designers to make their websites sparkle.

They know how to run the internet.

So, they’re the best people to consult for copy advice. (Even if we can’t consult them personally, we can consult their copy itself.)

Let’s look at what makes their home page copy so effective.

 

Here are the top influencers’ home pages we’re studying today:

 

10 Home Page Copy Lessons from Some of the Internet’s Top Influencers

#1: Create An “Easy Yes”

Each one of the influencers in this study has an opt-in at the very top of their home page, “above the fold,” as we say. The offer is foundational to their brand and everything they stand for and it encourages people to get on their email lists. As you’re probably already aware, your email list is your golden ticket, so you want to funnel as many people to your list as possible.

Your home page opt-in should be an easy yes for the majority of your desired audience (not everyone in the world, just your specific audience).

Each of our influencers’ opt-ins has a button with an easy yes. The “no” even felt a bit shameful, in some instances.

Neil Patel, for example asks:

Do you want more traffic?

Derek Halpern uses a similar question, but the answer is either a “gimmie” or an “I reject the free ebook.”

That rejection seems rather harsh, so most people won’t reject it. And who doesn’t want free traffic?

It’s an easy yes.

Derek Halpern Home Page Copy

Action step: Include a valuable opt-in at the top of your home page that’s a direct answer to your desired audience’s most basic question. Include an “easy yes” and a “difficult no.”

 

 

#2 Distilled message

After the opt-in, a headline or tagline that distills your entire message is a must. Mine is “full-bodied living.” Marie Forleo’s is “The world needs that special gift that only you have” which she repeats in all her videos and other content as well. Your tagline should distill your entire message down into one descriptive phrase.

 

Marie Forleo Home Page Copy

Action step: Distill your message to one phrase. Include at the top of your home page.

 

#3 Personable picture

These guys know that real-life pictures of themselves create more trust with their audience. An avatar, a picture from behind, or a picture of your dog doesn’t work as well as a forward-facing, approachable picture of you. Smiling. Competent. Trustworthy. A picture that says “this is the type of person I would consult.”

Like Marie’s picture above. Or Amy Porterfield’s picture. Looks like someone you’d want to know, doesn’t it?

Amy Porterfield Hame Page Copy

Action step: Include 1-2 pleasant pictures of yourself on your home page. At least one should be of you looking at the camera.

 

#4 Mini bio

A little further down your Home page, include a little bio. Not just any bio will do either. You need to use your elevator pitch here. Two short paragraphs max. To maximize that space, include only your most relevant, impactful information and then your most relatable, interesting information.

If you’re a home designer, you should include major credits, projects, or awards.

If you’re a midwife, list your certifications and how many babies you’ve successfully delivered.

If you’re Amy Porterfield, list what you’re known for and how many people you’ve helped.

 

Amy Porterfield Home Page Copy

You also need to be relatable and interesting as a person. You’re not a corporate-bot or a flat character. You’re a real, well-rounded person. So, include an interesting snippet about yourself.

Just don’t get too wordy here. Save your more “peripheral” information for your About Page {Here’s how to nail that page too}. That’s what your About Page is for.

Action step: write out a bio with your most relevant achievements and certifications. Now, refine it even more.

 

#5 Mad about YOU

Every one of these home pages speaks in second person directly to “you” and your goals. Not “me, me, me,” not “others,” not “those of us,” not “someone,” not statistical “people.” You.

If you’re a freelance writer or a businessperson, use second person as much as possible. Your job is to reach out to your reader, not talk all about yourself. The second person “you” is vital.

Even if you’re Oprah, your readers want to know what you’re going to do for them.

 

Marie Forleo Home Page Copy

Action step: look through your Home Page copy and pinpoint where you talk about yourself. Can you reframe and talk about how that benefits your audience instead?

 

#6 Name drop

If you and Oprah are tight or you’ve hung out with Richard Branson, um, that’s the first thing to flaunt! When your audience sees that, they automatically assume you’re legit. They put you on a similar level as those people. You’re credible by association. After all, Oprah doesn’t put her arm around your waist if you’re not.

Name dropping is one form of social proof, proving to your audience that you’re accepted, admired.

You can also use social proof in testimonial form, picture form, or “featured in” form.

 

Home Page Copy Examples

Action step: name drop and add some social proof to your home page to show “other people trust me, so you can too.”

 

#7 Sense of direction

Your reader needs to now what to do next. Read more. Click here, You need to direct your reader to the next step, what they came for.

It’s time for your call to action.

Neil Patel offers several directions based on where you’re at. He even gives them an order, so you know exactly what to do next.

 

Neil Patel Home Page Copy

Whatever you do, do NOT leave it up to the reader what to do next, because if they don’t know, they’ll just leave.

Give them direction. Show them where to go next, based on their needs, so they don’t leave with a clear call to action: Read the Blog, Listen to the Podcast. Be direct with an imperative statement.

Also make sure you send your readers somewhere important. Send them to posts with crucial information, your most popular articles, the course that’s open for enrollment NOW, or a contact page.

Action step: what are the 1-3 things you want every member of your audience to see on your website? Direct them there with a CTA.

 

#8 Speed and simplicity

Your entire home page can be consumed in a matter of seconds. You have 7 seconds to grab your readers’ attention, so use short and snappy attention grabbers.

Most of the influencers in this article break their home pages into 3 sections. Marie Forleo had the most at 7 sections, but all the websites were fast reads and uber-scannable.

Use little snippets.

Lighten heavy text and use plenty of white space (like this).

Make sure nothing is confusing.

Use one or two sentences here and there with calls-to-action thrown in.

Make your one big-picture message at the top and include supporting info from there.

 

Action step: have a friend or someone in our Facebook Group look over your page to get their feedback. Ask them a few questions such as “What is this website about? Did anything confuse you? Does any of this make you want to know more? Refine your Home Page copy from the feedback.

 

#9 Personalized experience

Each of the websites here offer you a personalized experience based on what stage you’re in in your business or what you want to work on next. Neil Patel offers those steps we showed above.

Kimra Luna gets even more personalized. She lets you choose a spaceship and an avatar that represents “you” so whatever he/she does on the page, the reader feels like they’re doing.

Psychologically speaking, this is brilliant! The reader becomes personally more involved in and can “see themselves” doing what they’re doing on the website. Your readers become more personally invested.

 

Kimra Luna Home Page

Action step: personalize the experience on your website. Give people a way to connect on a personal level. Some examples are a quiz with a personalized landing page, a custom map, or at the very least three “click here” options based on audience needs.

 

#10 Branded design

Branding should always be on-point and consistent among all the places where you have a web presence. The colors, fonts, and images should all look like they belong to you, and you only.

All our influencers are expert brand-makers, so you shouldn’t be surprised to see spaceships on Kimra Luna’s page (her name is Luna, after all!), that distinguishable orange color on Neil Patel’s page and the dark colors, dot grids, and the tongue-in-cheek cavalier presence of Derek Halpern on his home page:

 

Derek Halpern Home Page Copy

 

Action step: go back through your home page and use the same three colors, patterns, and three fonts across the board. Weave the words you use in real life and the adjectives you use to describe your business through the page. Put your personality into it!

 

#11 Trigger words

In honor of Derek, we’d be remiss to miss this important factor: trigger words. Trigger words get people excited and motivated to act. They’re a call-to-action with a bonus psychological trigger. They include words like:

  • Free
  • Join
  • Let’s go
  • Start now

[Check out Kajabi’s comprehensive list of trigger words and explanations]

All of these words not only inspire your readers to act, but they also have psychological benefits built into them. The reader either wants to be associated with or desires what you offer. Your trigger words call them to act because they want what you have. They want to “start now” as opposed to put their dreams off for another 5 years. They want to “join” because joining makes them feel like they’re getting a personal invitation and a sense of belonging to something.

Let’s analyze Derek Halpern’s call-to-action and trigger words to explain:

Derek Halpern Copy Example

First, he uses the word “free” several times to reassure the reader that there are no strings attached. He also insinuates that if you don’t click, you’re not “with the program.” Then he says “join our…” which makes the reader feel like they’re joining others with similar interests. The entire phrase “what are you waiting for?” is a trigger because it’s basically saying if you don’t act, you’re passing up on an easy opportunity. “Click” is another trigger word for a call-to-action that basically tells your reader what to do and what they get for doing it.

The trigger words lead your audience to the “easy yes” we talked about in #1.

Action step: Decide which trigger words are relevant to your website and/or opt-in and incorporate them into your home page where they fit naturally (typically in place of the “subscribe” button).

 

#12 Me too

A few of our online influencers use a brilliant technique involving identification. If your readers identify with you, or you identify with their struggles, they figuratively link elbows with you. They join your side. They’re thinking, “oh yeah, me too!” and figure you already “get them” so they should pay attention. That has a profound psychological effect.

It’s like going to a party, overhearing the lady next to you say she loves moscato, and you exclaiming “me too!” and then launching into a conversation with her. You feel like you’ve made a connection, found something in common, and identified with each other.

Some examples of me too language include:

  • Yep, been there!
  • I’m on your side.
  • Raise your hand if…
  • Do you feel that way too?
  • You’re here because

Amy Porterfield website copy

Use language that helps you and your audience identify with each other, that lets them know you get them, you can commiserate. They’ll presume you know what you’re talking about and know how to overcome it.

 

Action step: Add a “me too” statement to your website copy.

 

A few final words:

Remember the techniques above are genius, but they won’t work if you don’t have a basic Home Page framework in place. Your home page needs to have a specific goal and answer the main questions your readers have when they land on your home page.

Questions your Home Page needs to answer:

  1. Who are you?
  2. What do you do?
  3. Do I belong here? (if you’re talking to smart, ambitious women, then yes. If it’s for stay-at-home dads, then no)
  4. What do I get out of this?
  5. What should I do next?

Even though putting together a solid Home Page seems like a simple task, it really takes a lot of nuanced wording to make it work most effectively.

Hopefully this guide gives you a solid foundation on which to build a thriving home page!

 

[BTW, If you need help honing your home page copy, either leave a comment below or contact me here!]

 

What do you think?

What copy do you think is essential for the home page?

Freelance Like You Don’t Have Competition

Freelance Competition

 

I emailed a fellow freelancer awhile back and she mentioned avoiding her competition.

Not in the–I need to differentiate myself–way,

But in a–I can’t promote my competitor’s platforms–way.

This struck me.

I wasn’t sure why. Businesses have competition, that’s nothing new.

But it struck me.

 

Another time, I met with the owner of a local content agency and learned that they never hire freelancers…

Because they’re considered the competition.

Struck again.

That hadn’t even occurred to me.

 

I had to wonder…

Why was I so taken aback by this competition thing?

I had never really considered this polarizing idea of competition.

And I don’t like competition.

I tend to have more of an inclusive, mutually-beneficial “let’s build each other up” sense of non-competition.

So this sense of competition always gets to me.

 

Which had me thinking about why?

And what’s the alternative?

 

To me, this polarizing type of competition suggests you must be evaluated side-by-side with others in the same profession.

  • You need to protect your followers and your work from the competition.
  • You need to always do one better than your competition.
  • You need to separate yourself from your competition.

And that just feels yucky to me. Except that last one.

It feels energetically contractive and self-serving, to be blunt.

So, I don’t compete. I differentiate.

 

quote about freelance competition

 

{I talk a lot about mindset and energy in the Freelance Mindset Mini Course and in my articles. A fine-tuned mindset is paramount for business success.}

 

I like to help people.

In my own unique way.

I like to build on other people’s successes

And connect.

 

I have a problem with the idea of competition for several reasons:

  1. You, as a person, have no competition. No one can compete with who you are, at your core.
  2. Competition suggests you’re just one amongst many. You’re not. You’re singular.
  3. Competition means your underlying motivations are more about money and prestige than helping people. Hopefully that’s not true!
  4. Competition suggests there’s not enough work to go around, that there might not be enough room for you. If you want room, you have to fight for it. Nope!

 

One of my missions for this freelance page is to be inclusive and also not to think of any of it as competition.

I’m just not even available for that.

Heck, I feature and give credit to my assumed “competition” in my posts all the time!

 

If you want to freelance like there’s no competition:

It’s time to rewire your thinking around the idea of competition.

 

 

So, how can you freelance like there’s no competition?

  1. Differentiate yourself. You don’t want to sound like and do the same things as others in your industry. You want to do it differently. Don’t copy. Give your work your own spin. Make it so that you can’t be evaluated side-by-side. You just can’t be compared.
  2. Create a signature system. No one else has a Sales Page CPR system, except Courtney Johnston. (see that, hey Courtney!) I love how Courtney Johnston created a signature program, probably not much different from other freelancer’s systems, but totally different. Incomparable. Her own spice. Do the same with your business. Coronate yourself the “king or queen of internal communication copy.” Invent a new copywriting system. Make up your own copywriting packages that can’t be compared.
  3. Think of yourself as an ally with other freelancers, helping build others up, reaching as many people as possible. We all have the same end game, right? We’re not working against each other, we’re working for the benefit of others who want to freelance too. In my own freelance group and the freelance groups I belong to, I never think of other writers as competition. I think of them as mutually valuable sources of information, comrades who I identify with, fellow business owners who deserve everything that I do.
  4. Stop being driven by money and ego. If money and the desire to “win” are your driving forces, then you see competition all over the place (dontcha?) and you’re constantly driven to beat them and steal their followers. If, on the other hand, helping people and the greater good are your driving forces, then you see no competition. You see people trying to make the world a better place together. You see a place with space for all of you with no dividing lines. Your followers and their followers can overlap.
  5. Live in the headspace of “there’s more than enough to go around.” Because there is. There are more content needs in this world than we’ll ever be able to meet in our lifetimes. Every business, school, organization, and club just in your community has more content needs than they could probably fill. Multiply that by the entire world, and you’d pass out. It’s up to you to find the clients that need you. The second you forget that there’s more than enough to go around, the more desperate you”ll feel. Choose to live in a world of abundance rather than lack.
  6. Remember, you’re one of a kind. Okay, your momma’s been telling you this since you were freshly en-wombed, but you really are one-of-a-kind. Your value is a completely separate thing than your work. You’re infinitely valuable. You’re completely unique. Therefore, you–you unique person you–have no competition.

Let’s be more like that, okay?

 

Cue the Taylor Swift, “I’m the only one like me-eeeeee-eeee-eee!”

 

If you can master this mindset of, I’m not compete-able, you’ll have a much easier time in this freelance world.

What do you think?

 

In our Freelance Freedom Facebook group, we’re not competition. We’re fellow freelancers who want the best for and can learn from each other. If you feel the same, come join us!