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Rookie Copywriter Questions

by Brian Norman
13 replies
Hi guys and gals, I have been studying Copywriting for a few weeks now, and was laying in bed last when a couple of questions popped in my mind. I was hoping someone would be able to clarify them for me, if you would be so kind.

When doing a basic sales letter:

1) How long would you make them? Do you keep writing until you feel your point has been made, or do you aim for a certain amount of words?

2) What format do you send the finished letter in to your client, especially if your letter contains graphics and pictures? Microsoft Word a PDF?

3) Is a basic letter solely words, or do you add pictures and graphics for every letter you write?

Well that's all the questions I have for now, but would really appreciate anyone's feedback.

Thanks
#copywriter #questions #rookie
  • Profile picture of the author CharismaticMannequin
    Hey Brian.

    The following is an echo from every vet copywriter in the forum (all will tell you the same).


    1.) As long as they need to be. You wouldn't tell a door-to-door salesman that he only has so many words to sell, right? Same with copywriting.

    2.) Doesn't matter. I personally use Word to send project.

    3.) I only send words. I leave the graphics to the graphic designers. I'm a WRITER, yknow? You dont see Ad agencies with one guy doing ALL the work. Why? because jack of all trade employees suck at EVERYTHING.


    Hope this helps.
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    • Profile picture of the author Rezbi
      Originally Posted by CharismaticMannequin View Post

      Hey Brian.

      The following is an echo from every vet copywriter in the forum (all will tell you the same).


      1.) As long as they need to be. You wouldn't tell a door-to-door salesman that he only has so many words to sell, right? Same with copywriting.

      2.) Doesn't matter. I personally use Word to send project.

      3.) I only send words. I leave the graphics to the graphic designers. I'm a WRITER, yknow? You dont see Ad agencies with one guy doing ALL the work. Why? because jack of all trade employees suck at EVERYTHING.


      Hope this helps.
      I would disagree.

      I'm a copywriter. At least I like to think I am. Some may disagree.

      However, I don't just put down the words on the paper. I consider the layout, the graphics, the font type, etc.

      In effect, I do the whole lot if that's what my client wants.

      And I charge accordingly.

      If you limit yourself to what you offer, you limit what you can charge for the job.

      Some might jump on that and say if the copy is great you can charge a lot.

      I'd say, if the copy is great you can charge a lot. But you can charge more if you're willing/able to offer more.

      And if you're able to offer marketing advice, too, then you can charge... oh I don't know... more?
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      • Profile picture of the author Brian Norman
        Originally Posted by Rezbi View Post

        I would disagree.

        I'm a copywriter. At least I like to think I am. Some may disagree.

        However, I don't just put down the words on the paper. I consider the layout, the graphics, the font type, etc.
        So how do you deliver the finished product to the client so they can easily use it?

        Thanks
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        • Profile picture of the author Rezbi
          Originally Posted by Brian Norman View Post

          So how do you deliver the finished product to the client so they can easily use it?

          Thanks
          I don't know how others do it, but I just email it.

          If it's too big, I can upload it to my server for them to download.

          Or I can just upload to their site, if that's where they want it.

          And if you're wondering about payment: I take 100% upfront.
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  • Profile picture of the author Brian Norman
    Thanks a lot Ben, that's what I thought, but I noticed some Copywriters mentioning CopyDoodles and offering graphics on their sales threads.
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  • Profile picture of the author Loren Woirhaye
    Mailing paper costs money so if writing for the mail more
    economy with words is sometimes part of the criteria. Long
    sales letters work well for some products and services
    and shorter ones may be appropriate in other situations.

    A lot of internet letters selling intangibles are bloated
    and repetitive from a literary standpoint. There
    can be perceived value in the long letter because some
    prospects assume that if you can write so much about
    how great the product is it must be fab indeed.
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  • Profile picture of the author alexer
    I'd say solely words will loose readers, the great thing about a sales letter is the pissibility for graphics and images to lead the way, down the page, and to convey the info without too many words
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    • Profile picture of the author BrianMcLeod
      Originally Posted by alexer View Post

      I'd say solely words will loose readers, the great thing about a sales letter is the pissibility for graphics and images to lead the way, down the page, and to convey the info without too many words
      The pissibility of this post is priceless.
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  • Profile picture of the author KingOfContentMarketing
    All your words are belong to us.
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    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
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  • Profile picture of the author travlinguy
    According to Websers... Pissibility: the marked increase in urinary flow immediately following a prostate routing. Ouch!
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  • Profile picture of the author masterz
    1) How long would you make them? Do you keep writing until you feel your point has been made, or do you aim for a certain amount of words?
    keep writing until you Know your point has been made


    2) What format do you send the finished letter in to your client, especially if your letter contains graphics and pictures? Microsoft Word a PDF?


    If letter contains graphics and pictures, upload in Microsoft Word and send downloadlink.


    3) Is a basic letter solely words, or do you add pictures and graphics for every letter you write?
    Depends on you, you can write the words for a fee and the pictures/graphics as a free bonus if you are skilled in pictures/graphics. Or charge for both if that is your agreement during the negotiation stage
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  • Profile picture of the author Colin Theriot
    1) Someone once asked Abe Lincoln how tall he was. He said tall enough for his feet to reach the floor. Point is, as long as every bit of copy is furthering the argument of "hey you ought to buy this right now" then it is impossible for it to be too long. Unless you have a page limit on a physical mailer or something - talking online letters, length is unlimited as long as people can easily scroll to the bottom and hit the buy button when they decide to.

    2) Personally, I don't do graphics, just copy. I send ODT docs.

    3) See above. I can make suggestions for graphics and things, and for imagery and slides when I am writing video scripts. But I tend to leave that to a designer. My expertise is words. If you want images, I can do it, but it's not what I am a specialist in. I'm sure your landscaping guy can cook you dinner if you want, but you wouldn't expect it to be gourmet quality, right? Same deal.
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    • Profile picture of the author EuroSeeker
      Originally Posted by Colin Theriot View Post

      1) Someone once asked Abe Lincoln how tall he was. He said tall enough for his feet to reach the floor. Point is, as long as every bit of copy is furthering the argument of "hey you ought to buy this right now" then it is impossible for it to be too long. Unless you have a page limit on a physical mailer or something - talking online letters, length is unlimited as long as people can easily scroll to the bottom and hit the buy button when they decide to.
      Hi, I'm Melissa. I'm also new here. Been an article writer forEVER, published short stories, run a women's eZine, etc, but am relatively new to professional copywriting (I grew up in various family businesses, so have a bunch of amateur experience). This response made me laugh, but also helped a lot.

      I came here because my biggest client suggested it, but I'm finding that I wish I'd been here for years.
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