How to Conclude a Blog Post [Tips for New Copywriters]

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You’ve structured your client’s blog post for SEO and written a compelling article that follows blogging best practices. You’ve reached the end of your draft, wondering, NOW WHAT? It’s a good question. Because HOW to conclude a blog post is a skill, just like writing an engaging intro is. And that’s what we’re going to discuss today.

Below, I’ll get into . . .

  • Why your blog post’s conclusion might be even more critical than the intro or body copy
  • What a call to action (CTA) is—and why you need one (or more) in your blog posts
  • How to write strong CTAs
  • Should you end every blog post with a CTA
  • How to conclude a blog post: four other ways (in addition to a CTA)

If you learn better by watching a video, scroll to the end of this blog post for my vid on this topic.

Why your blog post’s conclusion is SUPER important

If you’ve done an excellent job writing an optimized blog post around a keyword phrase that your target audience is searching on, chances are good that the blog post will bring in targeted traffic over time. Meaning prospective customers will land on the blog and begin reading it.

Whether they read the entire blog will depend on many factors like . . .

  • Does the blog post deliver? They likely clicked on it because they were hoping it would provide specific info, like an answer to a question or a solution to a problem.
  • Is the blog post written well? People don’t have patience for confusing prose.
  • Is the blog post interesting? If you hold their attention, you stand a better chance of having them read to the end.
  • Do they get distracted by something shiny? Listen, life happens even if we’re locked into an interesting blog that’s giving us the info we’re looking for. Like, the work meeting might be about to start, the dog needs to be let out, the kids need to be fed, etc.

But here’s the thing: If the reader makes it to the end of the blog post, that’s a BIG deal because it suggests they’re genuinely engaged with the topic—and quite possibly (or potentially) with whatever it is that your client is selling. Maybe not right away—but soon-ish.

They consumed the content you gave them . . . and now you need to let them know what you’d like them to do next. If you don’t tell them, they’ll do something on their own—which may or may not be what you had in mind.

Left to their own devices, the person might . . .

  • Bounce off the blog post.
  • Head to a page that might not be the next best step for them based on what they just read.
  • Click on one of your social media icons and quickly get sucked into their own feed.
  • Go to a competitor’s site.
  • Decide to feed the kids or dog.

The person could do any number of things, right?

Your job is to direct them to the next logical step. In marketing parlance, this is called a “call to action.”

What is a call-to-action, and why does your blog post need one (or more)?

A call to action, or CTA, is exactly that: You’re calling on the reader to act. You’re asking them to take a specific next step.

You’ve encountered CTAs before, like . . .

  • Download our guide.
  • Book an appointment.
  • Shop now.
  • Call now.
  • Read more.
  • Get started.
  • Register for free.
  • Subscribe to my YouTube channel (no, really . . . please subscribe!)

How to write strong CTAs

CTAs use action-driven verbs, and CTAs are usually short and punchy. When you have digital CTAs, like the ones you encounter on websites or banner ads, the CTA should make it clear where people will end up when they click on it.

Not all CTAs are graphics, either. You could have what’s known as an “in-line” CTA, where a phrase is hyperlinked.

Think of CTAs like guideposts. They help guide prospects on their buying journey. When prospects finish reading your blog post, they should know where to go next, thanks to a CTA that guides them there.

A reminder about what blog posts are and how they serve your content strategy

JARGON ALERT! Blog posts are usually considered top-of-the-sales-funnel content. People at the top of the funnel are in the learning/research/educational phase of their buying journey. In fact, they might not even realize they’re on a buying journey.

Going back to our ant example . . . if someone is searching “Does Lysol kill ants,” they might not be on the market for a pest control company yet since they’re likely hoping they can take care of their ant problem with a home remedy.

Once they read your fabulous blog post, “Does Lysol Kill Ants: Our Honest Take,” some folks might be convinced they need a pest control company, but they’re not necessarily sure your client’s company is it. Some folks might want to know more about ant extermination, like what chemicals are used and if they’re toxic. Other folks might be panicking over the potential costs.

Your job is to determine the best CTA to include at the end of your blog post. No, it’s not always easy.

If I were writing the “Does Lysol kill ants” post, I’d probably include two CTAs. Something like . . .

  • Need help getting rid of ants? Let’s talk.
  • Learn how ant extermination works.

Picture two buttons (different colors) side by side. This gives people a choice, which I think is important. It enables the prospective buyer to decide where they want to go next after consuming your awesome content.

Should you end every blog post with a CTA?

I say yes. The CTA doesn’t always have to be a button or graphic. The CTA shouldn’t necessarily be pushing a sale (unless it makes sense). And the CTAs shouldn’t be the same. Thing. On. Every. Post.

Consider who you wrote the blog post for and why you wrote about that topic. Put yourself in the prospect’s shoes. Where should they go next? Create CTAs that guide them there.

Note: Sometimes, you might not have the perfect content to send them to next. That’s a great example of a content “gap”—a gap YOU can fill by writing a blog post that fills the gap. This is why having a blog editorial calendar and an overall content strategy makes sense. You can identify content gaps and natural linking opportunities between pieces of content.

MIND BLOWN POINT OF THE DAY: Your CTAs don’t always have to go at the END of your blog post.

Sprinkling CTAs throughout the blog post, especially articles that clock in over 1000 words, can be a great way to engage people, especially those thinking about bouncing away anyway.

You should also monitor your CTAs’ performance.

Pay attention to CTA click-through rates (CTR). Just as you monitor engagement with other pieces of content, like blog posts, you’ll want to pay attention to how well your CTAs are working.

  • Which ones get the most clicks? Note: Good marketing automation software, like HubSpot, lets you set up A/B tests for CTAs.
  • Do people engage with the content the CTA is sending them to? It’s not enough to have people clicking your CTAs if they immediately back away from the content they’re being led to.

Like everything else in marketing, you need to experiment, learn what works for a particular readership, and do more of what works and less of what doesn’t.

How to conclude a blog post: Are there other ways besides CTAs?

In addition to including a call to action, here are four other ways to end a blog post:

  1. Tell them what you said. For long blog posts (over 1000 words), it can help to summarize your main points in a concluding paragraph before the CTA. (I used to teach a public speaking course, and the structure for speeches is the same as blog posts: Tell them what you’re going to say. Tell them. Then, tell ’em what you told them.)
  2. Ask a question. If your client leaves the comments section open on their blog, you could ask readers a question. For example, Have you had luck killing ants with Lysol or other home remedies? Let us know in the comments. Ensure someone monitors comments, removes inappropriate comments, and engages with comments.
  3. Encourage people to follow the company on social media. You can also encourage people to share your article on their social media feeds.
  4. Create a “You might also like” section. This could be seen as a CTA. But offering a call-out with something that says, “If you liked this article, you might also like these . . .” is a great way to share more helpful content and keep people on your site.

Drum roll . . . here’s how I conclude my blog posts. I usually use some version of the following . . .

Got a question for the Copy Bitch?

That’s me! I’m the Copy Bitch. I’m parlaying my 20+ years of experience as a freelance copywriter into helpful blog posts and videos. Reach out with a question or leave a question in the comments on one of my YouTube videos.

How to Write a Compelling Blog Post [Tips for New Copywriters]

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If you’re a new copywriter wondering how to write a compelling blog post, you’re not alone. First, what the heck does “compelling” even mean? You’re going to hear that word a lot as you’re learning about copywriting and content marketing. You’ll also hear the word “engaging.” Write engaging copy, they said. Write compelling copy. Write copy that resonates.

OK, so that last directive—write copy that resonates—is the one to focus on. Why? Because at least it references the audience who’s reading the content.

For example, a blog post titled “Does Lysol Kill Ants?” might be of ZERO interest to most people. But for the 480 people searching on that phrase every month, the copy will likely resonate.

My point: One person’s idea of compelling or engaging copy might be another person’s snoozefest.

[BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.]

When considering “how to write a compelling blog post,” always frame it from your target audience’s perspective.

  • What will they find compelling?
  • What do they care about?
  • What questions are they asking?
  • What are their “pain points”?
  • What keeps them up at night?

To find out this info, turn to your client’s . . .

  • Formal buyer personas (if they have them)
  • Actual customers
  • People on the frontlines who interact with customers, like sales reps
  • Competitors . . . what are they writing about?

Once you develop potential topics, you’ll turn to Google to find the right keyword phrase. (I go over all this stuff in my article on how to structure a blog post for SEO.)

Now, I know I still haven’t answered your question about how to write a compelling blog post that will genuinely resonate with readers.

I think the better question to ask is this: How do you write something that your target audience CAN’T find anywhere else?

Because if you’re able to find that special something-something, that’s when you’ve got what’s necessary to create a compelling blog post.

1. Look for those odd-ball stories, amusing anecdotes, and cautionary tales.

Let’s go back to my “Does Lysol kill ants” example. Any pest control company can address the topic of whether Lysol kills ants. And most would likely say the same thing.

But maybe the pest control company you’re writing for has an amusing story about a couple that bought three cases of Lysol to attack their ant problem. But the only thing that happened was they ended up with a house that smells like “mountain breeze” Lysol and ants marching around high on fumes, overtaking the place.

I’m riffing here, but you get the idea. That would be an amusing cautionary tale to use in your blog post’s intro before getting into whether Lysol works, do other home remedies work, what about ant traps, and when should someone finally call in a professional.

A blog post that includes all that would likely be considered “compelling” by all those folks who are googling about their ant problem.

So, how do you unearth these nuggets? Talk to your client. I guarantee they have these stories. Do a free-wheeling interview and record all the little anecdotes in a tickler file that you can dig into whenever you need a good story to liven up a blog post.

2. Get more mileage out of the client’s Google reviews.

Or their reviews on places like Yelp, Trustpilot, and Capterra. Reviewers often serve up interesting tales or new pain points you hadn’t considered.

You could curate five amusing 4- and 5-star reviews about a similar theme. For example, going back to my ant infestation obsession, the pest control company could pull reviews about happy customers who were dealing with an ant problem. Take screenshots of their reviews and embed them into the blog post. Have the client (or appropriate sales rep or whatever) provide context for each situation.

This idea isn’t a one-trick pony, either. Find other themes in other reviews. For example, maybe other reviewers talk about their problem with wasps. You could do another blog post on that.

You get the idea. Reviews offer a treasure trove of info—ideas for blog posts, good phrases for branding, and questions or comments that could lead to a winning keyword phrase for a blog post.

3. Write a “we effed up” blog post.

Apology blog posts, when sincere, can be extremely compelling—and they can go a long way at building or restoring trust with your target audience. Heck, Domino’s made it the cornerstone of its advertising campaign.

This obviously won’t be the type of blog post that you put in regular rotation. And you’ll want to be careful in how you present it. (NOTE: I’m not talking about an apology that you MUST put out there because your business made a massive error. That’s a different thing: crisis management.)

  • Make sure several people review your apology post before it goes live.
  • Have your lawyer review it too if there are any questions your apology could lead to legal issues.

A company owning up to a mistake and showing the specific steps they’re taking to do better can be a compelling read.

And I realize this might not be your idea (or your client’s idea) of “compelling.” 🙂 But compelling doesn’t always mean something that’s rah-rah and full of rainbows and puppy dogs.

4. Share heartwarming stories.

Heartwarming stories are always crowdpleasers. People LOVE heartwarming stories. Consider human-interest features about the client’s employees, customers, or a charity your client’s company supports. Do an interview, get pictures, or record a video. There are LOTS of ways to tell heartwarming stories, and they always make for good reads—and can show the softer side of a business.

For the urology practice that I do a lot of writing for, I did a blog post interview with one of the physician assistants who did a mission trip to Malawi. That was a fun piece to write and share.

5. On the flip side, share a contrarian point of view.

For that same urology practice, when the U.S Preventive Services Task Force made new recommendations regarding prostate cancer screening, the CEO of the practice disagreed with the recs, and so we did a blog post with his response.

This can be an effective and compelling approach (and can help position your client as a thought leader in their space/industry).

Again, you’ll want to be careful with this sort of format:

  • Make sure several people review the content before it goes live.
  • Be careful about polarizing topics. If you go that route, be prepared for potential backlash from customers and non-customers alike. And have a plan for handling it.

Remember, when it comes to “how to write a compelling blog post,” look for the angle that readers won’t be able to find anywhere else.

And always ask yourself, “What do my client’s customers want to read about? What will THEY find compelling?” It’s not about what you think will be enthralling.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

8 Questions to Ask a Copywriter

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You’ve learned why you should hire a copywriter. You’ve found some good freelance copywriters online and set up initial calls. What’s next? You need smart questions to ask. That’s where I come in. Below, I give you eight questions to ask a copywriter. These questions will guide your initial meeting.

BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.

Questions to ask a copywriter

1. Tell me about your experience. How long have you been working as a freelance copywriter? 

What to look for in their answer: Do they have experience and the portfolio samples to prove it? If they’re a new copywriter (everyone was new at some point, including me), what have they done to educate themselves about copywriting? How have they practiced their craft?

Don’t dismiss a writer for being new. You likely found them online, and something about their site and samples resonated with you. I’m all for giving new writers a chance if everything else checks out.

2. How do you approach researching a new topic or industry?

What to look for in their answer: Good copywriters are quick studies. They will have a process for getting up to speed quickly on a new-to-them industry. Good writers won’t have all the answers. But they’ll know where to look for the answers. You want a writer who shares this sentiment. Be wary of anyone who says “writing is writing” and the industry doesn’t matter.

3. How do you balance SEO and creative writing in your copy?

What to look for in their answer: You can skip this if you’re not talking about digital assets. But if your project involves web copy, blogging, landing pages, social media, or online advertising, you’re going to want to hear what they have to say about search engine optimization.

  • First, do they know what it is?
  • Do they discuss how they stay current on all things SEO?
  • How do they conduct keyword phrase research? Do they have a go-to SEO tool? (For example, I use Semrush.)
  • And, finally, how do they balance writing creative copy that’s also optimized for search?

4. Can you walk me through your process for developing a new piece of content?

What to look for in their answer:  Good writers love to talk about their process. Here are some things to listen for: They review all relevant collateral materials (from the client’s website to the brand guide), study the target audience, talk to subject matter experts as needed, and conduct their own research. Remember, a lot of work happens before the writing begins, so you should look for a writer who has a solid approach to this preparatory phase.

Once they draft a piece of content, they should also have a process for revising and proofreading before it lands in your hands.

Writers’ processes will vary. The above are broad strokes. But again, it gives you a starting point.

5. How do you incorporate feedback and revise your work?

What to look for in their answer: Good copywriters aren’t precious about their words. They understand that revisions are a natural part of any copywriting project. And good writers will also have a preferred way to receive client revision requests.

I always ask the client to get consensus internally and compile all comments into one doc before handing it off to me. And I always request revisions within 30 days of the client receiving the first draft.

Not all writers do the same thing, and that’s OK. But they should be able to talk about their approach.

6. What tools do you typically use to help you with your writing projects?

What to look for in their answer: Good writers have favorite go-to tools for things like keyword research (I use Semrush), transcriptions (I use Rev.com), and writing assistants (I use Grammarly).

There’s no wrong answer per se. But I’d be hesitant about any writer who has a blank stare and says they just use Word or Google docs to do their work. There’s much more to content marketing than that.

7. How do you make sure that your work aligns with the brand voice and messaging guidelines?

What to look for in their answer: The writer should ask if you have an in-house style guide and/or brand guide. But if they don’t ask, listen for other telling signs. For example, do they talk about carefully reviewing your website and other marketing materials to get a solid sense of the tone and brand voice?

8. What are your fees? How do you charge?

What to look for in their answer: Ah, the money question! I’m a fan of project-based fees. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

OK, so there you have it: 8 questions to ask a copywriter!

These questions should give you a good sense of the copywriter’s experience, process, and approach to content creation, which are all important factors to consider when hiring a freelance copywriter.

From there, you’ll want to review their proposal and listen to your gut. If you’re on the fence between a couple of writers, give each one a small project and see who performs better overall. And not just with the writing. Who is easier to deal with? Who asks better questions? And who will fit better with your team? At the end of a trial project, you’ll likely have a good sense of who your go-to copywriter should be.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Hire a Copywriter: 7 Helpful Steps

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I did a blog post on why you should hire a copywriter. Now, let’s discuss how to hire a copywriter.

If you learn better by watching a video, I got you. Scroll to the end to see the video I recorded on this topic.

How to find a good copywriter & how to hire a copywriter

1. Turn to Google.

If you want someone local, search on “copywriter” and the city you’re in or the nearest big city. Or search on “copywriter near me.” Being local isn’t a requirement for something like copywriting. But this can be a good way to get your search started.

You can also search for the types of copywriting you’re interested in:

  • Website copywriter
  • SEO copywriter
  • Radio copywriter
  • Case study copywriter

You get the idea.

PRO TIP: Remember, what shows up on the first page of Google isn’t the end of the search. Copywriting is competitive, and even with good website optimization, not every worthy copywriter will end up on the first page of Google. Be willing to scroll to the second or third page.

2. How to hire a copywriter: Assess the copywriter’s website and portfolio.

When you land on a writer’s website ask yourself the following:

  • Does it look professional? Professional doesn’t mean a ton of bells and whistles. Simple is fine. Amateurish is not.
  • Is it well-written? If the writer makes sloppy mistakes with their own copy, imagine what they’ll do with yours.
  • Do they have a portfolio? Is it easy to access and navigate? Does the copy resonate with you?
  • Does the portfolio have a good range of examples in different categories? The big categories to look for in a copywriter’s portfolio include the following:
    • Websites
    • Blogging
    • Email marketing
    • Premium content (white papers, guides, ebooks)
    • Branding/messaging

PRO TIP: Has the writer done the sort of project you’re looking for? Don’t dismiss them if they haven’t. For example, if you’re looking for a writer to pen case studies, but they don’t have any examples—and yet you love all of their other work, reach out. A good writer can likely do what you’re looking for. (And they might have samples they can send you. Not all of our work ends up in our portfolios.)

3. How to hire a copywriter: Check out their LinkedIn profile.

LinkedIn offers another way to vet and verify. Ask yourself the following questions:

  • Is their profile professional?
  • Do they have endorsements?
  • Do they have testimonials from clients/colleagues?

PRO TIP: Have they given any testimonials? What do they say? You can tell a lot about a person by the things they write and say about other people they’ve worked with and for.

4. How to hire a copywriter: Check out their social media activity.

Look for social media icons on their website and check them out. (I’m talking about social media platforms beyond LinkedIn.) Think Twitter, Facebook, Instagram, and Tiktok. People tend to let their guard down on social media (for better or worse). You might get a better sense of the person and whether you’d want to work with them.

PRO TIP: I know it’s easier said than done, but when you’re looking at someone else’s social media profiles, you need to check your own biases at the door. For example, maybe you’re not into cosplay but the writer REALLY is.

5. How to hire a copywriter: Reach out with details about your project.

Once you’ve found a writer you like based on their website, LinkedIn, and other social media profiles, reach out to them with details about your project.

Provide as much detail as you can. Ideally, if you have a creative brief, include that. If not, that’s OK. Essentially, you want to  provide the following info:

  • Who you are
  • Company snapshot (elevator pitch + info about your audience)
  • Project details: What it is, expectations, etc.
  • Timeline

Here’s an example of what an email might to a copywriter might look like:

Hi Carrie Copywriter,

I’m the marketing manager for a background check company. We work with HR managers and recruiters in a variety of industries, but our top three are healthcare, professional services, and real estate. We have a full-time writer in-house, but she’s stretched thin, so we’re looking for outside support from a freelance copywriter. I found your site on Google and liked what I saw. I’d love to set up a time to chat. Our first project is a series of case studies that we like to write in a problem, solution, and results format. No more than two pages. See the attached example. We have four clients ready to share their stories. We simply need a writer to do the interview and drafting. We handle design in-house. We want to issue one a month starting next month. So we’d need the first draft in two weeks or so. Let me know if this is something you’d be interested in discussing (and if you have the time to take it on). If this project goes well, there’s an opportunity for more regular monthly work if you’re up for it.

Looking forward to connecting!

Best,

Awesome Marketing Mary

PRO TIP: Don’t call the copywriter. I can almost guarantee that you’ll get voicemail. Instead, send an email or use the contact form on the writer’s website. (I think email is the better option.) Send as much info as possible since this will help the writer know if they’re a good fit AND they can prepare before the initial call. Sending an email saying that you have “a project you’d like to discuss” isn’t helpful to anyone (including you). You’ll have a much more productive first call if you share details beforehand.

6. What to look for during your first call.

Once you arrange a call, here’s what to look for in a copywriter: . . .

  • Have they come to the call prepared? (For example, they’ve taken the time to review your website.)
  • Do they ask good questions?
  • Are they prompt, friendly, and courteous?
  • Do they seem to have a genuine curiosity about your business?
  • Do they make good suggestions?
  • How do they charge? I’m a fan of project-based fees. I’d be careful about working with anyone on an hourly basis, and not just copywriters. To understand why, read my blog post on how I advise copywriters to charge for their services.

7. Does the copywriter follow up promptly with a thank you and a proposal?

Here’s a good sign: The copywriter sends you a quick thank-you email for your time and reiterates when they’ll get you a proposal. You shouldn’t have to wait long for a proposal. Figure a couple of business days max.

From there, it’s a matter of seeing if they do what they say. If you have to nudge them about something as basic as getting you a proposal, that doesn’t bode well for your time-sensitive projects. Consider moving on. If they disappear completely, cross them off your list. (Sadly, this does happen.)

Once you get the proposal, review it carefully. Has the writer captured the project deliverables accurately? Does the project quote feel fair? (This is relative, of course. Even if it feels fair, it could still be beyond your budget.) Does the writer clearly indicate timelines? What are the payment terms?

How to hire a good copywriter: listen to your gut!

I know this isn’t your first polka, so you’ll likely have a good sense of whether this writer is the person for you. But use the above as a guideline as you begin your search.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

 

Why Hire a Copywriter: 5 Smart Reasons

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I spend a lot of time on this blog talking about how to be a successful copywriter. But why hire a copywriter in the first place? Can’t someone else in the company write that blog post or send the monthly email newsletter?

Remember, a good copywriter is an asset. Here are five reasons why it makes sense to hire one—either in-house or on a contract basis like you do with a freelance copywriter like me.

Psst. Do you learn better by watching a video? I got you! Scroll to the end of this blog post where you can view my video on this topic.

Why Hire a Copywriter

1. A good copywriter can help you clarify your brand messaging, tone, and voice.

What’s special about your business? How do you put that “something-something” into words that will compel prospects to take action? How do you put that special “something-something” into optimized words that can be found in search? How do you make sure that the special “something-something” theme is infused throughout all the different types of content you have, like a website, blog, social media, brochures, and the like?  A good copywriter will be able to capture the essence of your brand in words and parlay it into messaging that will resonate with prospects and current clients alike.

Now, I know what you might be thinking: “Well, I can do all that.”

Can you, though?

Aren’t you busy running a business?

Besides, do you truly understand what goes into branding and messaging, inbound and outbound marketing, SEO and social media? There’s a reason why big brands have full-time copywriters in-house and smaller businesses outsource to people like me.

2. A good copywriter can free up internal resources.

Sorry, but Bob from the mail room shouldn’t be tasked with blogging, and Peggy from accounting has enough on her plate without having to write pithy tweets.

Unless you or someone on your team is a naturally talented writer, it makes more sense to work with someone who has talent in writing.

A good writer can also take on overflow work. Much of the work I do falls into this category. The business might already have a full-time writer or marketing person on staff. There’s overflow work, but not enough to justify hiring another person full-time (and all that entails, like benefits). I serve as a cost-effective stop-gap.

Hiring a copywriter can free up in-house marketing teams to focus on other important tasks.

3. A good copywriter will understand how to write content that is optimized for search engines (SEO), which can help improve website traffic and ranking.

Digital marketing is where it’s at. A good copywriter will know SEO, and they’ll keep up with content marketing trends beyond SEO so that you don’t have to.

4. A good copywriter can help you create a consistent and cohesive brand identity across all marketing channels.

You’ve worked hard to create your business and connect with customers. Your brand identity matters, and it needs to be consistent across all marketing channels. A good writer will make sure that consistency stays intact.

5. A good copywriter can think in terms of strategy.

A good copywriter can do so much more than “just writing.” They can identify content gaps, they can provide input on larger marketing initiatives, and they can look at your existing content library and find ways to get the most out of every piece of content.

Because remember, a 2000-word white paper isn’t simply a white paper. It should be a series of blog posts and social media posts. It should be an offer in lead nurturing emails and the subject of a video for your YouTube channel.

Bottom line: A good copywriter is an asset, not a liability. Hiring or contracting a good one might be the smartest move you make.

Got a question for the Copy Bitch?

That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.

20 Essential Copywriting Skills

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Want to be a kickass copywriter? Silly question. Of course, you do. Well, if that’s the case, make sure you embrace these 20 essential copywriting skills. I base these skills on my 20+ years as a successful freelance copywriter.

Do you learn better by watching a video? I got you. Scroll to the end of the blog post for the video I recorded.

20 Essential Copywriting Skills

1. Make sure you know how to write.

Duh, yeah, seems pretty basic, right? But I know many folks who dream of becoming a writer and spend ZERO time learning how to write.

How do I know? I used to be that person.

When I was a kid, I talked about becoming a writer. I did this through college. But I never devoted myself to the craft. That wouldn’t come until later when I somehow managed to get hired to teach a writing course to first-semester law students.

Nothing makes you learn something faster than teaching it. It was a humbling experience but also a critical experience for my growth as a copywriter.

If you’re not sure you’ve got writing “chops,” as I like to say, don’t fret. Writing is a learnable skill. Take a course. Udemy is a great place to check out. (I’m sure there are others.)

Once you feel you’ve got your writing chops, come back to this article and keep going.

2. You proofread like a pro.

Nothing can doom a copywriting career faster than sloppy mistakes. Listen, we’re all human, so typos can and will happen. But you must try your hardest to deliver sparkling clean copy to your clients. So get good at proofreading. Don’t treat it as a passive exercise, either. There’s an art to it.

Check out my video on proofreading tips and tricks. (Also, my hair looks really good in this video.)

3. You know the tenets of inbound marketing and content marketing.

As a copywriter, you need to know more than simply writing. You must understand inbound marketing, email marketing, search engine optimization (SEO), social media, design basics—the list is seemingly endless.

The good news is you can teach yourself all of the above. But this won’t be a “once and done” thing. You need to keep your finger on the marketing pulse and stay up with what’s trending in Copy Land and Marketing Land.

Subscribe to blogs and devote 30 minutes daily to reading about copywriting and marketing topics.

4. You’re creative and know how to tell good stories.

Can creativity be learned? Some would argue no. I like to think that everyone has a creative well inside of them. You simply need to figure out how to tap into it. And here’s the thing: I’m not talking about the type of creativity you need to sustain a whole novel or a screenplay. I’m talking about the little creative spark that can elevate a piece of copy from meh to wow.

So, yeah, I do believe you can learn how to become more creative for copywriting tasks like creating clever (and effective) email subject lines, writing compelling video scripts, developing memorable taglines, etc.

HubSpot has an excellent guide on becoming more creative when you’re not naturally creative.

5. You know how to ask intelligent questions.

I ask great questions. It’s one of the skills I bring to the table. And guess what? You can learn how to ask great questions, too.

I did a video and blog post on 10 copywriting questions to ask clients. Read. Watch. Learn.

6. You have mad interviewing skills.

As a copywriter, you’ll be doing many interviews when creating blog posts, white papers, guides, and the like. You need to know how to interview well. This skill comes naturally to some. But for introverts like me, interviewing people can be one of the most stressful parts of being a freelance copywriter. And yet, it’s also one of the most essential skills to embrace.

And yes, I have a blog post and video on how to sharpen your interviewing skills.

7. You’re not afraid of teaching yourself something you don’t know.

I’m a self-taught copywriter. I didn’t come into this with a degree in writing or English. (I was a communication major in college.) I’ve learned everything on the fly through books, online courses, blog posts, webinars, etc.

And I’m still learning! My newest obsession is ChatGPT. I’ll be doing a series of blog posts and videos this summer. Stay tuned.

Bottom line: You will need to teach yourself things along the way. Jump in.

8. You read—a lot.

Good writers read. Great writers read a lot. And not just for work but for pleasure.

Follow blogs and publications that have their finger on the marketing pulse. Off the top of my head, I recommend following . . .

9. You know how to research—accurately and quickly.

Anyone can plug a query into Google and get an answer. That’s not research. You need to understand how to conduct meaningful research, what a reputable source is, various media biases, your own biases, the difference between primary and secondary sources, etc.

You’ll be writing a lot of content that requires sound research and current data. If you’re weak in this area, focus on developing these skills and flexing this muscle—you’re going to need it.

10. You know what you don’t know.

Often, you won’t know what you don’t know. But much of the time, in our gut, we know what we don’t know. Never claim you know something when you don’t. (That rarely ends well.) Smart people don’t necessarily have all the answers—they know where to LOOK for the answer. (Which ties into the previous point.)

11. You listen well. You listen actively.

Listening well has become a lost art. Our attention spans are shrinking, and so many things are vying for our attention. But listening well and learning to listen actively is only going to make you a better interviewer, a better thinker, and a better partner to your clients and colleagues . . . and it will help you in your daily life as well.

12. You communicate well in writing and verbally.

Many writers suffer from “marble mouth,” meaning we’re much better at using written words than spoken words. It’s natural and understandable. But to take your copywriting business to the next level, you must practice communicating well verbally. You’ll speak with clients, their clients, subject matter experts, fellow writers at networking events, etc.

No one is expecting you to deliver a TED talk. But challenge yourself to improve from where you are today. For example, that might involve getting better at speaking on the phone.

Don’t ignore your written communications, either. I’m not talking about client deliverables—I’m assuming you’ve done a great job there. I’m talking about the emails and texts you send to clients and the comments you leave on social media. Remember, your writing will be under deeper scrutiny if you call yourself a writer. This is fair.

Recently, I’ve seen several budding copywriters make sloppy mistakes in social media comments. I can forgive a typo or two. I have difficulty getting past zero punctuation, misspellings, poor grammar, and incomplete thoughts. I’m watching. So are other people. You’re always on. That’s the world we live in.

13. You meet deadlines.

Deadlines are not suggestions. If you struggle at meeting deadlines, you’ll struggle in this business. So figure out how to get better at this ASAP. Maybe working with a business coach might help. Or having an accountability partner. Maybe give yourself a different deadline than you give the client (and stick to your internal deadline).

14. You can play well with others, but you can also fly solo.

Many writers are introverts and love working alone. (HI!) But keep in mind that you will have to collaborate at times. So you’ll want to make sure you sharpen this skill . . . or if you have it going in, don’t let it get rusty. (The pandemic had this effect on many of us.)

15. You’re good at budgeting your time.

This point relates to the deadline point. If you’re freelancing, you’ll be juggling multiple clients and projects. This is a skill that you usually have to learn as you go. And you will probably falter a bit in the beginning as you get to know your own pace. My best advice here is to always under-promise and over-deliver to the client. If you think you can get a website done in two weeks, tell the client three weeks. I can almost guarantee something will come up. And if it doesn’t, and you deliver the project in two weeks, you’ll look like a rock star.

16. You’re empathetic.

Empathy is when you put yourself in someone else’s shoes and see things from their POV without passing judgment. We need more of it in this world. And it’s an essential concept in marketing. Read more about empathetic marketing here.

17. You don’t panic.

You don’t panic when business slows down, when you get negative feedback from a client, or when new tech hits the scene like ChatGPT. Because here’s the honest truth: You will have ups and downs in your business life, just like in your personal life. The key is not panicking. When something goes awry, take a deep breath, go for a walk, think about the next steps—and then take them.

For example, if work has slowed, reach out to past clients to remind them you’re still available. Send them links to recent work. Go to a networking event through your local Chamber of Commerce. Network virtually through groups on LinkedIn. Etc.

18. You know how to set boundaries, including when to say no.

Ah, boundaries. You must set them—with partners/spouses, kids, pets, and friends. You need to set them with yourself. (As in, you shouldn’t always be working. You need to take time away from your keyboard.) You need to know when and how to say no. This is not an easy skill. But again, it is an essential skill that will serve you well as a freelance copywriter.

19. You’re not afraid to talk about money.

You run a business. Don’t be afraid to discuss money. For example, if a client is late paying you, even if it’s only one day, reach out. That’s what the cable company would do, right? This is no different. More than likely, it’s an oversight, which is fine. But you still need to get paid.

Don’t underestimate the value you bring to the table as a freelance copywriter.

Don’t undersell yourself. (Check out my video and blog post on what to charge for copywriting services.)

20. You mind your copywriting ‘house.”

This ties in with the previous point. YOU’RE RUNNING A BUSINESS. You must keep good books. You must pay quarterly estimates to the IRS and your state (if you’re in the US). You must understand basic accounting concepts, reasons to buy supplemental insurance (e.g., disability, business), and whether you should become an LLC.

I know, I know. You just want “to write.” But if you want “to write” without dealing with all the rest, you might be better off treating writing as a hobby rather than a profession.

Trust me; I get it. And I’m not always great about minding the details consistently. But I always come back because this is my profession and livelihood.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

‘We Miss You’ Email Subject Lines: 5 Great Examples

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If you do a lot of email marketing for clients, one type of email that you’ll want to occasionally send is the “We miss you” email.

Below, I discuss . . .

  • Why do you need to send “we miss you” emails?
  • What is graymail?
  • How often should you send “we miss you emails”?
  • What to keep in mind when creating “we miss you” emails
  • Five examples of “we miss you” email subject lines

Let’s get to it.

Why do you need to send “we miss you” emails?

There’s no rule saying you must send these emails. But if you want to make sure you have an email distribution list filled with contacts who are genuinely engaged with your content, you need to occasionally nudge those who haven’t opened your emails to see if they still want in.

And if you get no response? You should remove them from the list.

I know, I know. That sounds super scary. Why remove someone who might engage with your content someday?

Here’s what I tell clients: I’d much rather have a smaller list of engaged fans than a bloated list with people who never open my emails but who I keep hoping will “someday.”

The number of people on your email list is a vanity metric. “I have 10,000 people on my list!”

The number of active people on your list is the metric that matters.

So again, I’d prefer a list of 1000 people who want to be there rather than 10,000 contacts who mostly have no interest in playing with me.

Of course, cleaning your list matters for another critical reason: Graymail.

What is Graymail?

HubSpot explains it best: “Graymail is email that contacts have opted in to receive, but never open or click. Spam filters can identify and filter out emails that your recipients aren’t opening or clicking. This increases the likelihood that future emails will end up in the junk folder or spam filter. By continuing to send emails to contacts who don’t open or click, you’re lowering your sender score overall.”

Basically, you want to keep a clean and tidy list so that the emails you send have a better chance of getting opened and read by the people who want them.

How often should you send “we miss you” emails?

That will depend on myriad factors, including how often you send emails and your industry. Online retailers (think boutique clothing shops) are famous for sending emails a few times a week—if not more. They might have a better tolerance for someone not opening their emails for months.

Remember that just because someone doesn’t open the email doesn’t mean they aren’t engaging with your business. They might read the subject lines. They might see your brand on social media and click over to the website, remembering that subject line about your new product, for example.

Some businesses are aggressive with their email list hygiene and won’t even bother sending the “we miss you” emails—they’ll simply remove you. (I find this annoying, to be honest. Especially when it’s only a handful of emails I haven’t opened.)

HubSpot has a good article on creating a “sunset policy” for removing unengaged people from your email list.

What should you keep in mind when creating “we miss you” emails?

The point of the “we miss you” email is to reengage folks who haven’t been opening your emails. If they see a subject line that indicates they’re about to get booted off the list (said more nicely than that!), they might be inclined to open the email and take action.

Here’s what you should keep in mind when creating these emails:

  • Make sure your subject line is clear. Using words like “We miss you” can be an excellent way to get someone to re-engage. But make it clear what happens if they don’t open the email.
  • Simplicity works best for the body copy. No need for fancy designs. Text-based emails work best. Don’t guilt people into staying. Acknowledge that everyone’s inboxes are overflowing, and you’ll understand if someone wants out. But if they want in . . . they need to take action (usually by clicking a link).
  • Honor the results. I won’t lie: You won’t have huge conversions when you send a re-engagement campaign. That’s OK. That’s the point. Honor the results, even if it means you’re removing a ton of contacts. (“A ton” is relative. But it will likely feel like a lot to you.)

Here are five examples of “we miss you” email subject lines.

In this video, I share my screen and show you five examples of “we miss you” emails. See what you think.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Find Copywriting Portfolio Examples to Inspire Your Own

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One of the most common questions I get from new copywriters is this: How do I get copywriting samples if I don’t have any clients yet? And that question is followed quickly by this: How should I present my samples on my website?

I answered the first question in this video, which I’ll embed at the end of this blog post. Today, however, I’ll address the second question and discuss how to find copywriting portfolio examples that will inspire your own. Note: I’ve also recorded a video about this topic that I’ll embed at the end of this article. In the video, I share my screen so you can see me go through the exercise. If you’re more of a visual learner, check it out.

How to find copywriting portfolio examples to inspire your own

Google the word “copywriter” and the name of the nearest city that you’re in. Why? Well, people often perform location-based searches for copywriters, meaning they’ll search on the word “copywriter” and the nearest big city where they’re located. Think “Boston copywriter” or LA copywriter.”

See the screenshot below. The volume column means the number of searches per month in the U.S.

So, for example, people search on “copywriter boulder co” 90 times per month.

A screenshot showing four columns: keyword, intent, seed keyword, and volume. The keyword column includes phrases with the word "copywriter" like "copywriter boston"

 

When you do one of these searches, you’ll see who’s ranking on the first page of Google. You can check out their portfolios for inspiration. And at the same time, you’ll have a sense of who you’re competing with online.

Tips for Creating a Good Copywriter Portfolio

The following tips apply to online portfolios.

  • Make it easy to find—no need to be cute or coy. Simply using the word “Portfolio” in the main nav works.
  • Keep it current. Your portfolio is never “done.” You should add new pieces over time.
  • Audit it for broken links. Things break. This often happens if you link directly to a page on a client’s website. Get in the habit of reviewing your portfolio every quarter. Check for broken links. Add in newer work.
  • Swap out older or “meh” work. When starting out, you’ll probably add everything you write to your portfolio to bulk it up. As you do more work for clients, you’ll have more samples to choose from, which means you can be more selective in what you highlight. Your portfolio should demonstrate your range and the best work in each category. Make sure you curate, curate, curate.
  • Break down samples by category. By category, I mean website copywriting, email marketing, landing page copy, white paper, blog posts, etc. You can break things down by category on one longer page. Or you could have a website page devoted to each category if you have enough samples to warrant the separate page and/or if you want to optimize the category page for a particular copywriting service.
  • Remind people you have more samples to share. It’s always good practice to conclude your portfolio with something like, “The above is a small sampling of my work for clients. Ask if you’re looking for something specific that I don’t include above. I likely have examples I can share.”

Got a question for the Copy Bitch?

That’s me—I’m the Copy Bitch. I have over 20 years of experience as a freelance copywriter and love sharing what I’ve learned. Reach out with a question or leave a question in the comments on one of my YouTube videos.

How to Market Your Copywriting Business Online

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You’ve hung out your virtual shingle for your copywriting business. Now what? Where are the clients? How can you help them find you? Step up, friends. Because that’s what I discuss in this post on how to market your copywriting business online.

Below, I’m going to talk about one specific way: optimizing your website for location-based copywriter searches.

If you’re more of a visual learner, check out the video I did on this topic, which I’m embedding at the end of the post. I share my screen and walk you through how location-based copywriter searches work and the evidence in Semrush.

Let’s get to it.

What do I mean by location-based copywriter searches?

If someone’s in the market for a freelance copywriter, they’ll likely turn to Google. One of the phrases they might search on will be the word “copywriter” or “freelance copywriter” and the city they are in—or the nearest “big” city to them, like Dallas, Boston, or Tampa.

How do I know this?

I’m seeing it in Semrush, the keyword research tool I use.

Check out the screenshot below. This is a small sampling of location-based searches for copywriters.

Results from a database search in Semrush, a keyword research tool. Columns include keyword, intent, seed keyword, monthly search volume, and keyword difficulty. Examples of search phrases include "copywriter boston"

 

Now, 20 or 30 searches a month isn’t a lot. (Seventy and 90 are better.) But when it comes to successful marketing, the key is doing a bunch of little things well. Plus, check out the column labeled KD or keyword difficulty. The lower the number, the better your chance of ranking well for the keyword phrase.

So a copywriter in the Boulder, Colorado, area could crush it by creating a kickass landing page optimized around the phrase “copywriter boulder co.”

Bottom line: Location-based searches for copywriters have a lot of potential. If you effectively optimize a page on your site for a location-based search, the page could bring in business—while you sleep.

If the page is compelling and the rest of your site does well, prospects will likely be reaching out. No, maybe not a ton. But again—this is simply one recommendation for how to market your copywriting business online.

But it’s a straightforward way. And the best part about it? Once it’s done, it’s (mostly) done. (You do need to monitor its effectiveness. More on this in a moment.)

Another benefit of going through this exercise is seeing who you’re competing with online (both in paid search and organic listings).

How do you optimize your website for location-based copywriter searches?

Use a keyword research tool like Semrush (paid) or Google’s Keyword Planner (free) and search for “copywriter” and a large city near you in your state.

If you’re in a big state like California or Texas, do searches on various big cities. For example, here’s what Semrush is showing me for some cities in California.

Search results from keyword research tool called Semrush. The image shows several columns, including keyword phrase, search volume, and keyword difficulty. Phrases include "copywriter LA," "copywriter san diego," and other California-related location-based searches

You can choose the city nearest to you and optimize for it. Or you might decide to optimize various pages on your site for these California-based searches since you reside in the state. The beauty of freelancing copywriting is that you don’t have to be in the same place as the client. So why not become the “go-to” copywriter in various places?

Build a compelling landing page.

When building a page around a keyword phrase, you must make it compelling. This is the place to show off your writing chops. You absolutely could keep it simple and optimize your Contact page. But even your contact page should have more to it than something like “Contact me to learn more about my services.” Talk about yourself and what makes you unique. Include “social proof” (i.e., a quote from a happy client). Promote your certifications, if available, like HubSpot Academy badges. Include links to your best work. You get the idea.

Here’s an example of a copywriter optimizing her page around “copywriter Tampa.”

I have no idea if this page is bringing her business. But it comes up on the first page of Google for “copywriter Tampa,” and that’s more than half the battle.

If she is getting business thanks to the page, great.

If people are visiting the page but bouncing away without contacting her (info she could learn in Google Analytics), she could experiment with different messaging. You should do the same thing with the page you create. See if it’s getting any traffic. And does the traffic “convert” (meaning, someone calls or emails you)? And does that prospect turn into good business? If yes to those questions, wonderful. You can leave the page alone and reap the rewards. If no to those questions, play around with the copy on the page until it brings you the type of business you want.

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.

How to Get into Copywriting with No Experience: 4 Ways

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You probably landed here because you’ve decided to become a copywriter. The only problem is you don’t have any copywriting experience. It’s a chicken and egg conundrum, isn’t it? But don’t worry. I’ve got your back.

Below, I’ll discuss how to get into copywriting with no experience. I’m living proof that it is possible. I’ve been doing this copywriting thing for over twenty years, and when I started my freelance business, I had zero copywriting experience, too.

The trick is turning “zero experience” into “some experience” and parlaying that into more and more paid gigs.

Note: For this blog post, I’m assuming you already know how to write well, meaning you know the rules of grammar and punctuation, you know when you can break those rules, and you’ve had people tell you you’re a strong writer. If you’re struggling with the writing piece, focus on developing your writing chops first. Then, come back to this blog post and carry on.

If you’re more of a visual/audio learner, scroll to the end, where you’ll find my video on this topic.

How to get into copywriting with no experience: Take a course (or two).

You can never go wrong with education. And the nice thing about education is you’ll often have copywriting assignments that include instructor feedback. So it’s an excellent way to learn, practice, improve, and connect.

Copyblogger and American Writers & Artists Institute (AWAI) have courses. Copyblogger’s are priced at $149/each, and AWAI has various levels. You’ll get feedback from veteran copywriters (and you’ll make meaningful connections to boot; you never know when an instructor might recommend you for a paid gig).

If you’re nervous about jumping straight into a copywriting course, you might want to start with HubSpot Academy. My regular readers have heard me praise HubSpot and for good reason. HubSpot spread the concept of inbound marketing back in the mid-aughts and has remained the leader ever since. It is passionate about educating people in all things inbound and content marketing.

HubSpot Academy is its education hub. Here, you’ll find many free certifications. Start with the following:

  • Inbound Marketing
  • Content Marketing
  • Email Marketing
  • Social Media Marketing
  • SEO

As you complete the courses, update your LinkedIn profile with the certifications.

How to get into copywriting with no experience: Reach out to small business owners you know and offer to do some work pro bono (for a limited time).

You’ve taken courses. You’ve gotten your certifications. Now, you need to apply what you know to real businesses to get some all-important samples for your copywriting portfolio and develop your confidence while you’re at it. Consider people you know who own small businesses. I can almost guarantee you know someone—or you know someone who knows someone.

It could be the owner of a . . .

  • Local hair salon
  • Limo company
  • Garden supply store

You get the idea. Small business owners need help with their marketing. Reach out, let them know you’re breaking into copywriting, and ask if you can do X, Y, and Z for them—free of charge, with no strings attached, and no obligation to work with them after you complete these three items. (This is the ONLY time I recommend writers work for free.)

They’d be foolish to say no, right?

The key is being super specific with what you’re offering. Say something like, “I’ll write two blog posts, a month’s worth of social media posts, and revise your About page.”

Right there, you’ll get plenty of experience and samples you can use in your copywriting portfolio.

And if you do a great job and demonstrate your value, they might ask you to continue doing work for them, at which point you’d say something like, “I’d be happy to continue doing work for you. Here’s what I charge for blog posts, social media management, and revising website copy.”

How to get into copywriting with no experience: Approach local nonprofits or organizations you’re involved with/volunteer for.

Nonprofits and charitable organizations always need marketing help. (I’m talking about smaller organizations, not the big guys like the American Red Cross.)

Take the same approach I outlined above for small businesses.

How to get into copywriting with no experience: Just do it.

The best way to learn anything—how to draw, play tennis, and cook—is by doing.

  • Rewrite the emails you’re inundated with from various businesses. How would you revise the email subject lines? The body copy?
  • Revise the direct mailers that come to your house.
  • Same with any sales letters or letters from charitable organizations (professional direct response copywriters often write the latter, so they can be good pieces to study)
  • How would you rewrite the radio commercial and the TV spot?
  • How would you revise the home page, navigation, etc., for every awful website you encounter?

Practice, practice, practice.

You do that enough, and you’ll develop the confidence to tackle steps #2 or #3 if you haven’t already. Plus, you’ll likely feel confident enough to apply to gigs, network, or even send cold emails or make cold calls.

Now that you’ve learned some ways to get copywriting experience, dig into these relevant topics:

Got a Question for the Copy Bitch?

That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.