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Marketing knowledge.

by wordsandthebees
2 replies
It's obvious that copywriters need to have an understanding of basic marketing principles in order to sell their services. I think it's important to be able to convey how copywriting fits into a bigger marketing wheel to potential clients, particularly if website copy forms part of your service.

I'd be interested to know from some of the more experienced forum members how in-depth you think this marketing knowledge needs to be?

Would you recommend a degree or higher learning course, or do you think you can pick up what you need to know as you go along?

This is just another area that I'm looking to take advantage of the benefit of people's wisdom, so all opinions are welcome
#knowledge #marketing
  • Profile picture of the author Steve The Copywriter
    I try to avoid corporate marketing books, buzz words, acronyms and phrases. Many seem to have been "invented" just for the sake of it. Often deliberately convoluted with no depth or meaning or any useful "connection" to anyone. Essentially they're just fluff and nonsense.

    To be fair some "principles" are good but you rarely see them applied (you know it when they are).

    For "marketing" in the real world to the people who matter - the paying customers - Kennedy and Abraham have a good grip on what works.


    Steve
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  • Profile picture of the author GordonJ
    Originally Posted by wordsandthebees View Post

    It's obvious that copywriters need to have an understanding of basic marketing principles in order to sell their services. I think it's important to be able to convey how copywriting fits into a bigger marketing wheel to potential clients, particularly if website copy forms part of your service.

    I'd be interested to know from some of the more experienced forum members how in-depth you think this marketing knowledge needs to be?

    Would you recommend a degree or higher learning course, or do you think you can pick up what you need to know as you go along?

    This is just another area that I'm looking to take advantage of the benefit of people's wisdom, so all opinions are welcome
    Website copy...how much of your service are you aiming at? 50% or more?

    A week spent here puts you above the avg. biz owner you will be selling your web copy to. They aren't all that knowledgeable in marketing to begin with, and your advanced knowledge might scare them away.

    If, like most Warriors here, you are aiming for a 6 figure freelance income from your copy, don't sweat it. If, however, you want mid six to 7 (or even 8) figures a year...you probably should have a grasp of the direct response marketing business.

    Two BORING books which give you good overviews are:

    Bob Stone's Successful Direct Marketing Methods and
    Ben Suarez' 7 Steps to Freedom II

    Both are textbooks on the numbers behind the business. But again, probably not needed by 90% of Warriors.

    GordonJ
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