Free Copywriting PDF

Within this article today on free copywriting PDF, we will provide some websites in which you can find free PDF e-books and other informative materials to learn more about copywriting.

To give you a little background on copywriting, this is a field that is in great demand. If you are interested in this field, you can be sure that you will make good money and the job does offer very good flexibility. The average worker in the United States earned roughly around $60,000 including bonuses in 2005, according to the Bureau of Labor Statistics. Copywriting involves any written materials often published by companies. This could include the annual report that a company publishes as well as its advertisements, radio commercials, and website. There's a great deal of different avenues that copywriters can go down.

That paragraph was meant to give you a little insight into the benefits of being a copywriter. Within this paragraph, we will show you some links towards finding free copywriting in PDF form. The first website which we would like to profile is: http://www.getitinwriting.biz/ebook_form.php. You are able to get a free e-book that explains how you can use words to bring in more business. This was an example of just one e-book off of this website but there are many other e-books available once you actually sign up and become a member. A general rule of thumb is that products are able to set themselves apart to a certain degree but advertising can be the difference between a dud and a best-selling product.

The second website which we would like to point you towards is: http://www.pandecta.com/copy.html. This website does not offer free copywriting PDF it does offer a great deal of information on the field of copywriting. It explains what goes into writing good copy and how it is done.

There is not a great deal of resources that have free copywriting in the form of PDF materials. If you search the Internet on free copywriting, there are a great deal of resources that are available for you. You can find tutorials to help learn more about the field as well as information and insights into the field and trends. If you are looking at becoming a copywriter, this could be a great resource for you need to know which particular skills you would want to develop. Copywriting is such a broad field that you will probably specialize in one or two areas.

Hopefully this article on free copywriting PDF gives you some ideas and insights into the field of copywriting. If you currently are a writer, this could be a good transition as this field does require a great deal of creativity and does have great benefits such as pay and flexibility. Read over some of the examples from the websites that were given so you can better understand what is available out there. The websites that were given were just two of the first results when typing in a search term "free copywriting."

Title:

Keyword Use That Goes Beyond the Search Engines

Word Count:

695

Summary:

When you mention keyword use, all thoughts normally go to the search engines. Copywriting, however, is more about your human visitors than it is the engines. If you want truly effective SEO copy, you'll take time to learn that keyword use goes beyond the search engines

Keywords:

seo copywriting, search engine copywriting, online copywriting

Article Body:

© 2006, All Rights Reserved

It seems to be a single-sided debate. When you mention keyword use, all thoughts normally go to the search engines. Copywriting, however, is more about your human visitors than it is the engines. In fact, even the mainstay of SEO copywriting (keywords) is based on a need to spur visitors along as they work through the information on your site. If you want truly effective SEO copy, you'll take time to learn that keyword use goes beyond the search engines.

Let's go offline for a moment. Go get your telephone book. If you were going to conduct a search for, say, an office desk, how would you go about it? You'd look in the Yellow Pages™ under office furniture. Next you'd drill through the ads in search of ads that specifically mentioned "desks" or perhaps the particular kind of desk you want.

SEO for Newspapers?

When looking through the inserts that come with your Sunday newspaper, your eye would be especially drawn to office supply flyers that featured the word "desks" or a picture of desks. Why? Because you've got desks on the brain right now. You're going to be especially sensitive to that word because that's the current need you're trying to fill.

The same, exact thing applies when someone searches online. Keywords started out because human Internet searchers typed them into the search engines, not because the search engines selected the terms. The same holds true today. You don't just make up keywords. You use services and programs that allow you to research the exact phrases human beings are typing to Google, Yahoo! and other engines. When you incorporate those words and phrases into your website copy, you're doing way more than attempting to boost your rankings; you're also helping to navigate the site visitor from the search engine to the right page of your site.

If you're the owner of the office supply store we've been talking about and you want to create a newspaper ad to sell a new line of desks you carry, what do you think might appear in the headline? The word "desk" or perhaps the phrase "office desks." Why would you do that? There are no search engines to optimize for in the newspaper industry. You'll include those keywords because it makes sense to do so. You'll include them because they are descriptive of what you're selling. You'll include them because it will attract the readers’ attention and draw them to your store. That's not search engine optimization; it's just good marketing.

Lead, Don't Shove

The same applies when writing copy for your site. There's more than one reason to include keywords in your copy. The primary one is not the engines…it's your site visitors. Strategic keyword placement helps guide your visitors to the information, products or services they are looking for. Don't shove keywords in everywhere you think you can possibly fit them. Instead, use keywords to lead your visitors in the right direction.

Even if there were no such thing as search engine optimization, your copy would almost certainly still contain keywords. It only makes sense to have keywords in the headline, so visitors will know what the page is about. Sub-heads? Sure thing! People scan more than they read, so having keywords in sub-heads is a great idea. And in the body copy? You bet! After all, it's pretty hard to sell desks without actually using the word "desk." Since there are school desks and computer desks and many other desks, you'll want to make it clear that your sale is for "office desks." That, too, only makes sense.

As you can see, keyword inclusion has been going on far longer than the Internet has existed. It's been an important part of copywriting since marketing was invented. When you create a copywriting plan for your site pages, think through which keywords you should use and where the most effective places to position those keywords would be. Then develop your SEO copy with a goal of directing your visitors to the right information. When you do, you'll naturally optimize for the search engines at the same time.

Title:

How To Get More People To Trust What You Say

Word Count:

607

Summary:

Here are some great tips on how to overcome one of the biggest challenges in every businesses advertising, how to gain the trust of potential customers!

Keywords:

copywriting, advertising, business advertising, testimonials, writing guarantees, truth in advertising

Article Body:

One of the biggest challenges you need to overcome in order to create more sales in your business is getting people to trust what you say. Now you may very well have a great deal of integrity and be very trustworthy when it comes to your business (and I'm sure you are). But do your customers know that? And how can you make sure that they do?

'Lack of trust' is a big problem in advertising. You probably don't realise how many customers DON'T believe what you say or claim in your advertising. In fact, the best rule of thumb to go by, is that NO ONE BELIEVES YOU. We often see on TV current affairs shows, people who get ripped off by businesses. And it might only be 1 in 1000 businesses in that particular industry, but of course it's that one that will always get the headlines.

Then the general public see this and make a broad judgement on that industry to protect themselves, and then they become wary of every business. So it's not enough to just tell people that you have this fantastic, well-respected

reputation... and so therefore you're the company to choose. It just doesn't work that way anymore, you need to go much further these days. Here are two powerful tips that will have more people trusting what you say.

1. People believe more of what other people say about you...

than what YOU say about you.

If you were to tell me that you are the best basketball player in your state, that you score more than everyone else and hand out more assists, I would have a fair bit of scepticism as I haven't heard anything about you. But if 10 people came up to me and say stuff like, "Have you seen this guy? He scored 40 points last week! He was simply amazing. Plus he handed out 12 assists, he was on fire!" then you can see that makes it more readily believable right away. So go to your customers and ask them for their opinion of you. Get them to write down the wonderful experience they had dealing with you, then you can use it to show others why they should do business with you!

There is however, good and bad ways of writing a testimonial, so I'm going to tell you the best system to use. It goes something like this - 'once I was lost, now I'm found'. For example, if you're promoting a weight loss program, tell people how your customer 'once weighed 180kg, and just by eating this amazing fruit bar, I lost 80kg in 2 months!' That's just an exaggeration of course, but just to illustrate the point. Plus, you should always include the full name and suburb, and if possible a phone number. The more information you provide the more realistic it is, and therefore more believable for your customer!

2. Simply guarantee what you do.

You are required by law to guarantee your product or service. If something doesn't work, or breaks, or goes wrong, 99.9! A guarantee takes the risk off the customer and puts it on you, and if your customer knows you're prepared to take the risk then they'll feel more comfortable doing business with you.

The reason most business owners will keep their guarantee hidden is that they are worried about their customers taking advantage of them. Let's say you're getting a very low return rate now like 1, and by offering a guarantee it goes up to 6%. So your returns go up by 3 times, but by doing so you also triple your SALES, doesn't it then make financial sense to offer that guarantee up front?

Title:

Should You Write a Long-Copy Ad or Keep it Short?

Word Count:

735

Summary:

Should you write a long or short ad? The truth is, the reason people read ads has nothing to do with copy length.

Keywords:

copywriting, copywriters, writing, advertising copy, ads, brochures, mailers, web content

Article Body:

Okay, you’re ready to write the ad of a lifetime. The one that will pull like crazy and leave them begging for your product like Somalians for food. So, do you whet their appetite with a short and sweet ad? Or write a long-copy ad that’s stuffed with information?

The 80-20 rule says 80% of the people only read the headline (and maybe a caption, if you have one). But the fact is, readers will read a long-copy ad. One McGraw-Hill study looked at 3,597 ads in 26 business magazines. What they discovered was that ads with 300 or more words were more effective that shorter ads in creating product awareness, inducing action and reinforcing the decision to buy. Another ad for Merrill Lynch crammed 6, 450 words into a single New York Times page. It pulled over 10,000 responses—even without a coupon! The truth is, the reason people read ads has nothing to do with copy length.


“Nobody reads long ads…” and other urban ad legends

People shun too many of today’s ads—long or short—because several misleading myths have stubbornly remained with us. Things like “negative headlines are a downer since people want to feel good when reading your ad.” Or “show the product or they’ll never know what you’re selling.” Then there’s the stuffy axiom, “there’s no place for humor in business advertising. “ Or the ubiquitous saw, “all your ads should look the same, blend in or be swallowed up.” The list goes on and on. Presented with unabashed hubris by the high priests of advertising. The basic fact is, ads really fail for three reasons.


Your ads are all about you

You’re telling customers what you want to hear, not what they want to know. Impressive sounding features are fine to motivate your sales force, but your customer is only interested in one thing: “What’s in it for me?” This offense is particularly egregious in business-to-business advertising, which is infamous for its addiction to phrases like “the XP90 does it all” or “now with Duo-Pentium Processor”—without a hint of what these features do. Also contaminating many of today’s ads are such chest-pounding headlines as “Taking the lead,” “The promise of tomorrow, today,” or “A tradition of quality.” They sound good but say nothing.


Your ads are boring

You’ve got to break the boredom barrier—big time. Many ad gurus say blend in, be one of the pack and survive. No wonder so many ads look alike, proudly showing big pictures of their products, or worse yet, featuring a giant photo of the company’s CEO—usually with a caption that’s been scrubbed clean of originality or compelling information. If you want people to stop and read your ad, you have to make the ad more interesting than the editorials in the publication you’re in. Give them real news, a fresh new way to look at what you’re offering them. Stand out from the crowd. Start trends, don’t follow them. One of the most interesting car ads I ever saw showed the car only sparingly; instead, it featured an animation of a human heart beating furiously to the soundtrack of an accelerating engine. Breakthrough stuff.


Your ads don’t make human contact

They’re not reaching readers on an emotional level. We all want to be liked, appreciated and loved. We want to feel secure in our lives and our jobs. So be a mensch. Create ads that touch the soul. Use an emotional appeal in your visual, headline and copy. Don’t just show a car on the road; show the guy captivating his sweetheart with the car. If your buyers were on the moon, would they care about your car’s styling? No. They’d get an ugly, crawly vehicle that got them from crater to crater. Selling computers to business? Show the guy getting a raise or promotion for selecting your latest model. You’re selling the emotional end result, the human need-based bottom line, not a box, or vehicle with four wheels and an engine.

So if you’re struggling with the notion of whether to write a long- or short-copy ad, you can do both and still get results. The key is not length or lack of it, but information, interest and involvement in your customer’s needs. These are the ingredients to creating a successful ad.

Title:

Web site copywriter in the 21st century

Word Count:

319

Summary:

The article provides you with an insight into the process of hiring professional and skilled copywriter. The article examines the skills and experience that highly skilled web site copywriter should possess in order to compose attracting and appealing content.

Keywords:

web site copywriter, web site copywriting service

Article Body:

The process of keywords search is well-known. However large the company can be, whatever industry it operates in there are usually some persons at the company who can perform this task. However, once the keyword search has been performed one should start working these keywords phrases into the text of your web-site. The person who performs this task is a web site copywriter.

Apart from being creative and have an aptitude fro producing appealing, memorable and attracting content the professional web site copywriter should be able to write the text in easy-to-read, convincing and action-driven style. He should also be able to perform thorough web site analysis and understand how the web site maintained by you should be changed or adjusted in order to get higher conversion rates. But even if he has these qualities it may not be enough. It today’s highly competitive and ever-changing online world it is indispensable for him to understand current marketing trend, what customers want to purchase as well as what expectations they have. Apart from this he must also analyze marketing and advertising strategy of the main competitors of the company and propose effective adjustments in the content of the web site to countervail them.

If you are hiring experienced web site copywriter it is advisable to look through his portfolio in order to get an insight into his experience. Experienced web site copywriter who has already provided some copywriting service should indicate what type of copywriting he has been working on and what results he has achieved. Moreover he must also understand modern marketing techniques such as writing press releases and writing article. The web site copywriter should always keep himself abreast of the latest changes in marketing in order to produce high-quality content. If the web site copywriter you intend to hire matches the above mentioned criteria, than he will be able to bring high results for your company.

Title:

The NEW Secrets to Copywriting That Sells

Word Count:

963

Summary:

This article will show you what copywriting needs today to get maximum response and profits.

Keywords:

copywriting, writing, direct mail marketing, direct mail, advertising, marketing

Article Body:

Anyone who has worked with me over the past 25 years knows that my mantra has always been “benefits, benefits, benefits.” Benefit headlines … benefit copy … benefit subheads … benefit captions … anything to hammer home the customer benefits.

Benefits are still a vital key, but today, copywriting needs much more than just benefits. To sell the most, copywriting needs to connect at a much deeper and more dramatic level than ever before.

There are 6 main reasons why. I call them The New Secrets to Copywriting That Sells.


1. The “Yahoogle” effect

Thanks to mega search engines like Yahoo and Google, tons of information on just about any topic, product or service is literally at your fingertips … for free.

Here’s what that means to your marketing:

• Internet search engine rankings for your business/product/service are vital. Most people search on the internet for things they are interested in.

• People won’t pay for information they can get online for free. You can’t succeed selling generic basic plain vanilla information any more.

• You can’t get away with outrageous claims. Everything you say can be checked out in an instant.

• Many people comparison shop on the internet before making any purchase.

Solutions:

• Use search engine optimization (SEO) to get your website ranked high.

• Most businesses will have to use Pay-Per-Click advertising for their best keywords and phrases.

• Copywriting must uncover and feature the unique advantages and superiority of whatever is being sold.

• Your offering must be extremely differentiated from the competition – or else you’ll end up having to compete on low prices alone.

• You must make it clear – very quickly – that you are providing something they can’t find elsewhere online for free.


2. Advertising Overload Filter

In today’s hectic, media-frenzied world, people are bombarded by hundreds or even thousands of advertising messages every single day. Therefore, to maintain their sanity, most people have become more immune to advertising.

They can’t possibly devote their full attention to every message they receive, so they’ve learned to “scan” and “filter” the messages they receive in a matter of a split-second or two.

So, to succeed today – marketing must cut through the “advertising filter” and get attention and interest from target prospects.

Solutions:

• Don’t send out “advertising.” Instead – send out valuable helpful information. Make it something that will obviously benefit your prospect just by reading it. Weave your sales pitch into this helpful information.

• Make your marketing look and sound valuable.

• Use specific numbers.

• Make a great offer. You can “buy” a new customer this way and profit from their Lifetime Value (LV).

• Consider a free offer to get prospects/customers into your marketing funnel.

• Be outrageous, crazy, unique – if appropriate.

• Be personal, corny, homey – if appropriate.


3. Super SKEPTICISM

You may be the most honest person in the world. Your company may be the most honest in the world. But all your potential customer knows is there are a lot of dishonest people out there.

Internet scams, ID theft, companies going bankrupt, and credit card fraud are all in the headlines almost daily. And many people simply disregard claims that sound “too good to be true” today more than ever.

To succeed today, you need to add heavy credibility to your marketing. This will reduce the risk or fear people may have about doing business with you.

Solutions:

• Show the number of years you’ve been in business, membership in trade organizations, awards won, etc.

• Offer a free sample or free trial.

• Offer a risk-free, money-back guarantee.

• Sign your name to the ad or sales letter.

• Use a photo of the person writing, product photo, business photo, employees photo.

• Use customer testimonials extensively.

• Use case studies.

• Use lots of specifics.

• List your physical address, phone, fax, email and business hours.

• Have an “expert” be your spokesperson.

• Acknowledge any doubts or “sneaking suspicions” your prospect may already have, and give them valuable, factual information to support your product/service.

• Don’t make claims that could sound “too good to be true” – even if they are true.


4. The Entertain-Game Society

Today, entertainment is everything. Even hard news websites are full of flash, video, audio, surveys, contests, games, etc.

So, use this new environment in your marketing as an advantage. Look for ways to entertain and get prospects involved with your marketing promotions.

Solutions:

• This can include new uses of traditional “action” devices like stickers, rub-offs and inserts.

• Personal stories/testimonials in your promotion are entertaining and engage people on a personal level.

• Surveys with results

• Self-tests with answers

• Trivia

• Celebrity spokesperson

• Games

• Streaming audio and video

• Humor – if appropriate


5. The Right Now Factor

The days of “please allow 6-8 weeks for shipping” are dead and gone … just like any company who still thinks anything close to that kind of policy is ok.

More than anything else, the internet has conditioned consumers to expect everything instantly. Instant ordering … instant payment … instant confirmation … and, in many cases, instant downloading of product.

Solution: If you are going to grab the attention of today’s consumers, you must let them know you can satisfy their needs IMMEDIATELY. Play up how fast they will get their product, premium or first issue.


6. The Bonding Factor

We all want a hero, a guru, someone we can relate to, and someone we feel has our best interests at heart, right?

Today’s consumer is very jaded, skeptical and frustrated with the lack of love and bonding in his life, whether consciously or subconsciously.

Today, you need to be seen as a guide and friend first, and a helpful confidant second. If you even smell like just a greedy salesperson, you will lose your advantage.

Solution: Be likeable, friendly, personal, passionate, unique and different. Be authentic – a person and company that your prospect can genuinely bond with.

Title:

The 2 Most Common Mistakes When Writing With Keywords

Word Count:

757

Summary:

There are two mistakes almost every amateur search engine copywriter makes. Let's take a look at each one.

Keywords:

search engine copywriting, seo copywriting, keyword copywriting

Article Body:

© 2006, All Rights Reserved

It really gets my blood pressure up. SEO copywriting has begun to get a poor reputation all due to carelessness. How so? Because too many people claim to know what they are doing. In reality, they simply shove keywords into copy without any concern for how the copy flows. Copy that sounds mechanical or stiff is a sure sign that an amateur writer has had his/her hands in things.

When you write SEO copy, you should take the time to find out what works and what doesn't. There are two mistakes almost every amateur search engine copywriter makes. Let's take a look at each one.

#1 - The List

Let's say you visit the home page of a website that sells beauty supplies. As you read the copy, you keep coming across a string of items: hair salon supplies, hair salon equipment and professional manicure tables. The copy reads something like this:

------------------------------------------------------------

The Best Selection of Hair Salon Supplies, Hair Salon Equipment and
Professional Manicure Tables On the Internet

When you're shopping for hair salon supplies, hair salon equipment and professional manicure tables, you need a vendor who offers great selection as well as great service. Because buying hair salon supplies, hair salon equipment and professional manicure tables can be an expensive venture, you also want a company that delivers the lowest price.

Trust ABC Beauty Supply to bring you the widest selection of hair salon supplies, hair salon equipment and professional manicure tables in stock every day. Orders are shipped within 24 hours and - for all hair salon supplies, hair salon equipment and professional manicure tables orders over $100 - shipping is absolutely free!

------------------------------------------------------------

Do you see how that flows (or doesn't flow) when you use all your keyphrases in a row every single time? One time, sure. That's fine. Even twice, depending on the length of your copy. But to put all your keyphrases in a list and use them every time you have the smallest opportunity is just far too repetitive. What do you do instead?

Discuss each one in its own section. Talk about the various types of hair salon supplies. Review the reasons your hair salon equipment is better than that sold by others. Or even list the features and benefits of the line of manicure tables you offer.

#2 - Substituting Keywords for Generic Terms

This technique (just like the one above) is perfectly fine IF you use it in moderation. However, to replace every instance of a generic term with a keyphrase will cause your copy to sound downright silly. Let's have a look at an example from a Web design site.

------------------------------------------------------------

New Orleans Web Design

Our New Orleans Web design firm offers a high level of creativity to businesses located in the general area. Our New Orleans Web design styles are never made from templates. Each New Orleans Web design is a custom creation just for your site.

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If you walked into a Web design company's office and the employees began to talk like that copy is written, you'd most likely think they were on drugs! So why in the world would you write your site copy that way? The reason is because most amateurs mistakenly think they can't write for both the search engines and the site visitors. I'm delighted to say they are wrong! You can most certainly write for both with great success.

Try this:

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Progressive, creative, upbeat. Those are phrases that best describe many online businesses based in New Orleans. Web design for your organization should match your style. Never created from templates, the site designs you’ll receive will be truly reflective of your corporate personality. Because we work exclusively with companies located in or near New Orleans, Web designs retain that Big Easy feel.

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Did you see it? The phrase was broken up using punctuation. That won't hurt your rankings one bit, but it will make your copy sound a LOT better.

These are not all the mistakes. I wish they were! But most of the mistakes made by amateur writers can be fixed using one simple test. Read it out loud. If the copy sounds ridiculous to you when you read it out loud, it is going to sound equally ridiculous to a site visitor.

Take your time. Learn the ins and outs of SEO copywriting before you begin to create the text for your (or your clients’) pages. Then you can rest assured that your copy will convert better while it contributes to your high rankings.