I am not sure if I'm advertising myself right as a copywriter.

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I use the slogan "The educated copywriter that gets your company's voice," for my one sentence elevator pitch for cold calling, and as the slogan of my website. I feel that saying "educated" makes me sound reasonable and understanding the tone and voice of a company is obviously important in this field. But are these the best possible benefits to advertise as a copywriter? In your experience, what is the thing that most of your clients look for as a benefit? I work with mostly advertising and marketing firms in the New York area. Thanks copybretheren.
#advertising #copywriter
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  • Profile picture of the author Frank Donovan
    Look back over your successful campaigns and see how many of those clients described your work as "educated".

    If I'm hiring a copywriter, I take "qualified" as a given. But "educated" is such an ambiguous term, I doubt it would get a pitch noticed above others.

    A company "voice" is something some clients put great store in - If that's your selling point, it's a question of demonstrating an understanding and affinity with the brand and how a client perceives itself. You'd have more credibility if you already operated in or had experience of that client's market.
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  • Profile picture of the author OptedIn
    "I am not sure if I'm advertising myself right as a copywriter."

    The better statement is, I'm not sure if I'm advertising my copywriting services properly, smartly, correctly, effectively (choose one). "Right," sure ain't right, for a copywriter.
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    • Profile picture of the author Nicholas Vetri
      Okay, do you have any thoughts about how I should do it?
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      • Profile picture of the author OptedIn
        Originally Posted by Nicholas Vetri View Post

        Okay, do you have any thoughts about how I should do it?
        Not being a copywriter, I can't really advise you on this. That said, if you look through this subform, you will find many threads that should be able to give a large amount of information.

        Read the threads and then come back with specific questions. People are more apt to assist you when they see that you have at least applied yourself to do your basic research.

        Their time is just as valuable as yours. :-)
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  • Profile picture of the author Copylifemike
    I would treat your elevator pitch the same as your customers USP...

    What is YOUR USP?

    What would be the biggest benefit while describing exactly what you provide to your prospects.

    Since you work with mainly advertising and marketing firms, how does your service standout in what you provide versus what they might see/work with on a daily basis?

    NY is also very fast paced and very rugged in personality.

    I was born and raised up north before coming south four years ago.

    You'll need to cut to the point very quickly and you need to be sharp like a razor to catch their attention to gain their interest.

    People don't care if you're educated. You could be a monkey for all they care S long as you can deliver.

    Nothing about you matters to them other than can you do what I ask for, over deliver, and at a fair price?

    Like a headline and a lead, how will you cut through the noise selling yourself in 60 seconds or less?

    Mike

    PS: Sometimes it's not about wooing with a fancy line. Being very direct and clear works best.

    I'm a ______ copywriter, this is what I can do ________ and these are the results I've achieved for such and such clients. What does your calendar look like so we can talk if we are a good fit?

    Just to show not to overcomplicate it. Kiss method works well with copy.
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    • Profile picture of the author Nicholas Vetri
      Thank you that's really useful. To be honest I'm starting this business and I don't have a lot of experience yet. So it's hard for me to think of an honest U.S.P. I definitely can't talk about my experience as selling point because I don't have enough. So I'm pretty stumped at the moment.
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      • Profile picture of the author OptedIn
        Originally Posted by Nicholas Vetri View Post

        Thank you that's really useful. To be honest I'm starting this business and I don't have a lot of experience yet. So it's hard for me to think of an honest U.S.P. I definitely can't talk about my experience as selling point because I don't have enough. So I'm pretty stumped at the moment.
        There's probably nothing harder to get paying jobs than by breaking into copywriting. It's one of those things that people think that anyone can do, but that's far from accurate.

        You'd be well served practicing the craft until you feel confident to showing your work, after some experienced copywriters tell you that you have at least reached a level where you should do so.
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      • Profile picture of the author Alex Cohen
        Originally Posted by Nicholas Vetri View Post

        Thank you that's really useful. To be honest I'm starting this business and I don't have a lot of experience yet. So it's hard for me to think of an honest U.S.P. I definitely can't talk about my experience as selling point because I don't have enough. So I'm pretty stumped at the moment.
        Todd Brown wrote an excellent book, "How To Find Your Big Marketing Idea". Reading it will help you find a good way to market yourself.

        And also, it will help you become a better copywriter.

        Alex
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  • Profile picture of the author Alex Cohen
    Originally Posted by Nicholas Vetri View Post

    I use the slogan "The educated copywriter that gets your company's voice," for my one sentence elevator pitch for cold calling, and as the slogan of my website. I feel that saying "educated" makes me sound reasonable and understanding the tone and voice of a company is obviously important in this field. But are these the best possible benefits to advertise as a copywriter? In your experience, what is the thing that most of your clients look for as a benefit? I work with mostly advertising and marketing firms in the New York area. Thanks copybretheren.
    Seriously? A feature is the best you can do?

    Make it a benefit.

    Ask yourself, what do clients want the most? Results. They want more sales and profits.

    And state it in a way that energizes your prospects and makes them take notice.

    Alex
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  • Profile picture of the author GordonJ
    Originally Posted by Nicholas Vetri View Post

    I use the slogan "The educated copywriter that gets your company's voice," for my one sentence elevator pitch for cold calling, and as the slogan of my website. I feel that saying "educated" makes me sound reasonable and understanding the tone and voice of a company is obviously important in this field. But are these the best possible benefits to advertise as a copywriter? In your experience, what is the thing that most of your clients look for as a benefit? I work with mostly advertising and marketing firms in the New York area. Thanks copybretheren.
    Get rid of that amateur center format, either left align or justified margins, you are not writing free verse, it is a business site, make it look like one.

    Agree with others, you are all about you. I suggest you target prospects of a more International flavor, if I could speak Dothraki, I'd be selling to the hordes.

    "Educated" is not only irrelevant, but it smacks of elitism. IF that is your target market, you know, Ivy League, then go for it, a guy (Jeffrey Lant) did very well with his upper crust appeal. But even they want benefits, what you can do for them?

    But, at least you do have some work under your belt, unlike some others offering you advice, so that is good for you, albeit, very recent and diverse.

    What do you want from your copywriting? Jobs? Work? From who? It was hard for me not to see all that lazy centering on your site.

    If you insist on using "The Educated Copywriter", then be more upfront about what that education...When you say "communicate on a near native level", does that include writing Mandarin? If so, you could add a subhead,

    Over 250 million prospects read Mandarin, you can now reach them.

    Of course, this presumes a targeted intersection with a company who wants to either expand or open up a Chinese presence. Which then begs: how will people find your web site? Where will your prospective clients come from?

    Just from first blush, it is always hard to see any copywriting expertise when you present yourself like this.

    Boil it all down, and what can you DO for your prospect rather than give them the old Razzle Dazzle of "education"?

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

      Get rid of that amateur center format, either left align or justified margins,
      When I tell people that I loathe centered text, they think I'm crazy. It's one of the worst design elements known to man. :-) That - and text so light you simply can't read it. Ridiculous.
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  • Gotta agree here that 'educated' pulls you off at a tangent -- especially when allied to the ultimate deliverable of "getting" any particular company's voice.

    What happens once you "got" it?

    You translatin' to Sanskrit or operatin' through a medium via ventriloquism?

    tbh you gotta make this more active, more about what benefits your skills bring.

    So you could maybe switch out 'educated' for 'effective'.

    An' drop yourself back in favor of your offer to the world ... 'effective copywriting'.

    Now factor in a less passive verb than 'gets'.

    Effective copywriting to boost ...

    ... your messaging
    ... your brand
    ... your company's voice

    'showcase' might work better as the verb if'n you work primarily with ad agency types.

    Plenty variables here -- all, I would hope, way punchier than your present option.
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    • Profile picture of the author Nicholas Vetri
      Thank you, that's really good advice. I hadn't noticed that get IS a really weak verb to lead with.
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  • Profile picture of the author luciesmazanska
    I think the word: "Experienced" sounds much better than "Educated"
    to be honest and with a respect to you (I work in IM for almost 8 yrs) nobody cares if you are Educated for clients matters if you are Experienced or Skilled that gain a trust and they think you are not just Educated but mainly Experienced (done practical tasks)
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  • Profile picture of the author ep2002
    Originally Posted by OptedIn View Post

    "I am not sure if I'm advertising myself right as a copywriter."

    The better statement is, I'm not sure if I'm advertising my copywriting services properly, smartly, correctly, effectively (choose one). "Right," sure ain't right, for a copywriter.
    I just came onto this forum to see if there's any copywriters selling their services & OMG, I can't even understand what the OPs are saying. That's twice now.

    Originally Posted by GordonJ View Post

    Get rid of that amateur center format, either left align or justified margins, you are not writing free verse, it is a business site, make it look like one.
    GordonJ
    Ok, I guess I've been out of the loop for a while. When did centering heading become a no no?

    Is that for just business sites, or blogs too?

    I'm pretty sure the copywriter who charged me a lot back in 2006 used centering, but in the end he wasn't all that great.

    Originally Posted by OptedIn View Post

    When I tell people that I loathe centered text, they think I'm crazy. It's one of the worst design elements known to man. :-) That - and text so light you simply can't read it. Ridiculous.
    Not being able to read the text because EVERYONE is using light font I agree with & I HATE it too, but why don't you like centering?

    Curious

    Thanks
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    • Profile picture of the author OptedIn
      Originally Posted by ep2002 View Post

      Not being able to read the text because EVERYONE is using light font I agree with & I HATE it too, but why don't you like centering?

      Curious

      Thanks
      Headlines should always be centered. Text should never be centered, unless it's poetry.

      These are commonly accepted conventions. You are free, of course, to do what you want, as long as you're aware of how silly it looks. :-)

      Cheers.
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      • Profile picture of the author ep2002
        I thought you were talking about the headlines not being centered. Who in their right mind would center the actual copy??? LOL

        I'm glad that's cleared up.

        Originally Posted by OptedIn View Post

        Headlines should always be centered. Text should never be centered, unless it's poetry.

        These are commonly accepted conventions. You are free, of course, to do what you want, as long as you're aware of how silly it looks. :-)

        Cheers.
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  • Profile picture of the author Jane Johnson
    New York only?Main advantege of this job - work with companies all over the world!
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  • Profile picture of the author electricguitar
    Yes this is a great idea and you dont need to worry about it. According to this is really a professional thing.
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  • Profile picture of the author SeanDezoysa
    Copy for corporate voices
    Specializing in corporate voice messaging
    The brand voice builder
    Company voice scripting for businesses that hate robotic corporate voice scripting.

    Etc etc

    I would convey more uniqueness in your slogan
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  • Profile picture of the author jessicamorgan
    I won't encourage you to use term like "educated" instead I would prefer professional or a qualified one. Also, I would encourage to rephrase the slogan that it must emphasize more on understanding the voice or conveying the voice of the business.
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  • If you work mostly with clients in the marketing industry, may I suggest promoting yourself as a marketing writer? Educated is not a word I'd ever want to use, maybe it's just me, but when you're a writer, being educated is kind of a given. All that said, I don't really think a slogan is that important at all. The first thing a potential client will be looking into is links to some of your recently published work, so that they can get a fair idea of just how good you are. As a science writer, I introduce myself as just that, a science writer with a keen interest in psychology. I also make sure to mention that I'm based in India. Yes, it has the risk of putting off a few people who may be interested in working with native writers only. However, it also speaks to my cultural background and it's better to just be honest anyway. I always make sure to include samples of my work, that way they can just read my stuff and let themselves be the judge.
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