Fresh New Copywriter - looking for USP/site review

A few very quick thoughts:

I don't know what your USP is.

I don't get your deck copy.

You switch from second person to third person from page to page.

Your headline says "everyday language", the writing in your bio says otherwise.

Will your clients know and care about your qualifications?

Your font choices don't combine well. Either go for very similar or very different.

I think you may have "missed" your big USP.

It's all in your name - "Copywriting Authority"

I would rewrite the copy showing how and why "Authority" is your secret weapon.

Here's a few words from the thesaurus that may help.

power, jurisdiction, command, control, charge, dominance, rule, sovereignty, supremacy

Most clients wouldn't be too adverse seeing a copywriter who can prove they have these attributes which lets them create exceptional advertising.

Don't go completely over the top - keep it real.


Steve

Any particular reason you chose to target the health and wellness niche when you have minimal samples in that area? You're positioning yourself as an authority figure and clients are going to want to verify that.

I'd go with general copywriting until you have the portfolio to back up a specialty, especially since you are positioning yourself as an expert. Just my two cents.

Jennifer,

Wow - Thank you!

From what you're saying, the education/copywriting thing is the same as in music. No one cares if you have a Ph.D.or where you got it if you can't actually play/sing or draw some kind of audience.

You are absolutely right about the authority/inexperienced conflict.

What I really want to say is "I'm a brand new copywriter looking for a junior position in which I can do lots of split testing and learn fast to become your greatest asset" I'm not sure how that would go .. on the other hand, I'm really uncomfortable calling myself an authority - as you could tell.

The domain sounded better than copywritingbyjudy.com, etc, but it could be misleading - and that could destroy trust.

The niche came out of a class with Joshua Boswell - He gave us 10 minutes to pick a profitable one and commit for a year. I have a health website Quenching Crohn's | Education and Healing for Crohn's and teach adult ESL health literacy, but most of my background is in music and education (homeschooled for 16 years and teach/tutor ESL). I picked health.

Actually, almost all of my samples are for education ... hmm... I know the subject, I know people in the business, and there's no FDA to deal with.

And at this point, the only bottom line could be a really long waiting list at a Montessori School ... hoping for that ...

I will consider going non-health-specific on the site and saving a strong version of the health copy for later depending on how I proceed. Thanks to earlier comments, my message is clearer than it was.

In the meantime, my LinkedIn profile says I can look up the facts, find what's unique abut your product, and communicate clearly - not strong, but not conflicted either. I'm not linking it to/publicizing the new site until I've figured it out.

If anyone want to LinkIn, feel free.
https://www.linkedin.com/in/judyolbrych

Some thoughts have been cascading through my mind.

Samples - I never, ever give them out.

Why is that Steve?

Because years and years ago I thought I was fiendishly clever by saying to all my clients -

"Mr/Mrs Client, you very kindly gave me your hard earned money for this epic masterpiece so rightfully it belongs to you, I have © it in your name. I can't use it, show, or "sell" it to anyone else."

Some clients said they didn't mind if I touted their work to others. But most were very impressed that I wouldn't. And NEW clients are also impressed.

So the impressed won.

But Steve what if every new client on the planet demanded samples, you would be f***** wouldn't you?

Well no, because I would create my own portfolio, with "pretend" ads. What good fun that would be.

"Before and After" Ads.

The "before's" would be a dull, lacklustre and rather typical Ads. So generic that any response would be a minute possibility.

And the "after's" would be alive and brimming with the ultimate in persuasive phrasing ignited with an irresistible offer where the target audience has no choice - they're automatically compelled to respond.

There would be illuminating notes explaining to the uninitiated why the "changes" were so crucial.

And how and why they work so astonishingly well.

(You may agree this would be a touch better than shuffling a pile of papers saying, "Here's a little something I did for the ABC corporation, they were happy" - "Oh this is a website for the XYZ organisation, scroll down and see if you "get" how good it is)

All in all this stunning - perfectly presented - collection would show and prove the full scope of my copywriting genius.

The "authority" of my abilities and techniques would be impossible to miss. The clients feel truly enlightening. It would be as if they have just had a masters class in the art and craft of exceptional advertising.

And are falling over themselves, writing checks saying, "How quickly can you start on our promotions?"


Steve?

What?

Calm down now and go and have a cup of coffee (and maybe refill your vaper).

Ok.


Steve


P.S. A vaper, is like an E cig machine. Clients are also impressed that I don't smell like an ashtray.

Mind you, we all used to smoke 100 a day (I know you saw them gasping away on MadMen).

There weren't as many Health Promo's back then.