How to Make the Jump from Content to Copy...

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I've done the occasional piece of benefits based web page copy, but no long form sales letters, etc. I've been writing online since 2006, and I may be in a position soon where I need to support my kids on my own. I'd like to get started now and study copywriting, make an attempt to learn, etc. while I've got some time to determine if I suck at it or not :p

Any suggestions as to books to buy, sites to visit, how to get started? I'd appreciate any help that is offered, especially if we can be kind to the copywriting newb. Not necessarily expecting handouts, but any nudges in the right direction would be greatly welcome.
#copywriting #content #copy #jump #make
  • Hey Sandi,

    I've seen this question a few times, about making the jump from content to copy, and the honest answer, is that it's not really a "jump". The question assumes that you are part-way there since you already know how to write content, and unless you come from a salesy type background and understand the basics of sales-psychology, this simply isn't true... You have to start fresh... You'll see at the top of the Copwriting forum a list of popular books that copywriters have found invaluable... i'd recommend you start there.

    - Cam
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    • Thanks - that's helpful. I have a background in psychology, so I have that going for me, but I'll obviously need to learn some new skills as well. Off to check out the list
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  • I agree with Cam to a certain extent. For example, chances are few of your current clients even know the difference between content and copy. And fewer still think the price should be any different.

    That's bad, because you might just have to seek out an entirely different clientele. It's not just you, it's them. And they will not change.

    Pity, because you could have been writing white papers as sales tools as copywriter Bob Bly suggests. You could be doing information products. Advertorials.

    This whole world was wiped out by the SEO mindset which can not conceive of a human reason to read content.

    What is the purpose of the content writing you do, right now? It's to establish a client as a trusted expert. Not spider food. Not a way to keep the key words from running together. Not the text version of the spacer GIF to keep the DIVs in the layout from collapsing.

    Content writing could have been a stepping stone to copywriting. It just didn't work out that way online.
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  • I'd recommend starting with Dan Kennedy's Ultimate Sales Letter:

    Amazon.com: The Ultimate Sales Letter: Attract New Customers. Boost your Sales. (9781440511417): Dan S. Kennedy: Books

    It does a good job of going through the nuts and bolts of copywriting.

    Then I'd move on to Joe Sugarman's Adweek Copywriting Handbook:

    Amazon.com: The Adweek Copywriting Handbook: The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters (9780470051245): Joseph Sugarman: Books

    While still focused on the basics, it'll give you a slightly more conceptual look at how to sell.

    From there, you can start practicing, study successful ads, and keep on educating yourself - you can't go wrong with any of Mr. Subtle's Desert Island Books: http://www.warriorforum.com/copywrit...tml#post820797
  • Hey Sandi,

    Making the jump is just as much about unlearning all of the preconceptions you have about content writing as it is realizing the true influential power that copywriting commands.

    You're basically going from someone who talks about a subject to changing people's minds about a product or service and making them think like... well, however you want them to!

    You're becoming a Jedi who can get inside the mind of the reader and influence his or her very beliefs.

    Powerful sh!t.
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    • Thanks for the feedback, folks - it's much appreciated.

      Right now, I have two main types of clients - Group A, who really just want words put together on the page in the order they ask for with keywords in the correct places. I dictate these articles rapid fire and charge a fairly low rate, but hourly it turns out decently. Group B is primarily corporate clients who are looking for a skilled content writer who can add meta tags, do keyword research, and put together a well researched, grammatically correct piece. This, obviously, commands a higher rate and makes up the base of my workload.

      I have one or two web copy clients thrown in there, but they aren't long form sales copy. More product descriptions, landing pages, etc. These pay better than the flat content writing, but not as good as true copywriting, which is why, in my head, it's sort of a "jump" mentality - I've kind of got my toe in, but I'm interested in learning how to jump in fully.

      I'll take a look at the books and web pages you've mentioned, and go from there.
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    How to Make the Jump from Content to Copy...

    I've done the occasional piece of benefits based web page copy, but no long form sales letters, etc. I've been writing online since 2006, and I may be in a position soon where I need to support my kids on my own. I'd like to get started now and study copywriting, make an attempt to learn, etc. while I've got some time to determine if I suck at it or not :p Any suggestions as to books to buy, sites to visit, how to get started? I'd appreciate any help that is offered, especially if we can be kind to the copywriting newb. Not necessarily expecting handouts, but any nudges in the right direction would be greatly welcome.