Rep in Demand Projects

In-Demand
Copywriting
Projects To Fire Up
Your Success
Instantly level up your value and income by
offering more of these copywriting services
Published by:
American Writers & Artists Institute

Delray Beach, FL 33444
Phone: 561-278-5557
Fax: 561-278-5929
Website: www.awai.com
© American Writers & Artists Institute, All rights reserved.

Protected by copyright laws of the United States and international treaties.
No part of this publication in whole or in part may be copied, duplicated, reproduced, or transmitted
in any form or by any means, electronic or mechanical, including photocopying, recording, or by any
information storage and retrieval system, without the express written permission from the publisher.
Copyright and other intellectual property laws protect these materials and any unauthorized
reproduction or retransmission will constitute an infringement of copyright law.
Federal law provides severe civil and criminal penalties for the unauthorized reproduction,
distribution, or exhibition of copyrighted materials. Penalties for criminal and statutory
copyright infringement are set forth at 18 U.S.C. § 2319.
CFRCRR
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1. Site Content Audit and Report . . . . . . . . . . . . . . . . . . . . 8
2. Keyword Research . . . . . . . . . . . . . . . . . . . . . . . . . 11
3. Key Message Copy Platform . . . . . . . . . . . . . . . . . . . . . 14
4. Home Page Content: SEO and Sales-Conversion Copy . . . . . . . . 17
5. Category Page Update: SEO and Sales-Conversion Copy . . . . . . . 20
6. Product Page Update: SEO and Sales-Conversion Copy . . . . . . . . 23
7. Order Page/Shopping Cart Sequence . . . . . . . . . . . . . . . . 26
8. New Page: SEO and Sales-Conversion Copy . . . . . . . . . . . . . 29
9. Banner Ad or Text Ad . . . . . . . . . . . . . . . . . . . . . . . . 32
10. Online Sales/Landing Page for a Single Promotion . . . . . . . . . . 35
11. Lead-Gen Landing Page . . . . . . . . . . . . . . . . . . . . . . . 38
12. Microsite . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
13. Article . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
14. Editorial Piece for a Newsletter . . . . . . . . . . . . . . . . . . . 47
15. Blog Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
16. Blog Editorial Calendar and Post Series . . . . . . . . . . . . . . . . 53
17. Pillar Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56
18. “How-to” Guide or Tour . . . . . . . . . . . . . . . . . . . . . . . 59
–1–
19. Press Release . . . . . . . . . . . . . . . . . . . . . . . . . . . 62
20. Long-Form Video Sales Letter (VSL) Script . . . . . . . . . . . . . . 65
21. Short Online Video Script . . . . . . . . . . . . . . . . . . . . . . 68
22. Podcast Script . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
23. Frequently Asked Questions (FAQs) . . . . . . . . . . . . . . . . . 74
24. Case Study/Customer Success Story . . . . . . . . . . . . . . . . 77
25. White Paper (aka Special Report) . . . . . . . . . . . . . . . . . . 80
26. E-Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83
27. Testimonial . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86
28. Autoresponder/Funnel Emails (Series) . . . . . . . . . . . . . . . . 89
29. Stand-Alone Email . . . . . . . . . . . . . . . . . . . . . . . . . 92
30. E-Newsletter/E-Zine . . . . . . . . . . . . . . . . . . . . . . . . 95
31. Pay-Per-Click (PPC)/Adwords Campaign . . . . . . . . . . . . . . . 98
32. Complete Website Re-Design with Copywriter Overseeing Content Flow101
33. In-Person Training for Staff Writers . . . . . . . . . . . . . . . . . 104
34. Presenting to Other Company Employees . . . . . . . . . . . . . . 107
35. Training Video Script/Tutorial . . . . . . . . . . . . . . . . . . . . 110
36. Teleseminar/Webinar Script . . . . . . . . . . . . . . . . . . . . 113
37. Survey Wording . . . . . . . . . . . . . . . . . . . . . . . . . . 116
38. Competitive In-Depth Analysis . . . . . . . . . . . . . . . . . . . 119
39. Social Media Setup . . . . . . . . . . . . . . . . . . . . . . . . 122
40. Social Media Management: Facebook, Twitter, and More . . . . . . . 125
41. Social Media Ad Campaign . . . . . . . . . . . . . . . . . . . . . 128
–2–
42. Company Description: Google My Business, Review Sites, Directories . 132
43. Chatbot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
44. User Experience (UX) Copywriting . . . . . . . . . . . . . . . . . 138
45. Direct Mail: Sales Letter Package . . . . . . . . . . . . . . . . . 141
46. Direct Mail: Lead-Generation Package . . . . . . . . . . . . . . . . 144
47. Direct Mail: Renewal/Retention Series . . . . . . . . . . . . . . . 147
48. Direct Mail: Magalog Self-Mailer . . . . . . . . . . . . . . . . . . 150
49. Direct Mail: Newsletter-Style Self-Mailer . . . . . . . . . . . . . . 154
50. Direct Mail: Postcard or Folded Double Postcard . . . . . . . . . . . 157
51. Telemarketing Script . . . . . . . . . . . . . . . . . . . . . . . . 160
52. Brochure (3+ Panels) . . . . . . . . . . . . . . . . . . . . . . . 163
53. Sales Enablement: One-Sheet or Sell Sheet . . . . . . . . . . . . . 166
54. Sales Enablement: Battlecard . . . . . . . . . . . . . . . . . . . 170
55. Sales Enablement: Call Script . . . . . . . . . . . . . . . . . . . 173
56. Sales Enablement: Cold Prospecting Email Templates . . . . . . . . 176
57. Sales Enablement: Follow-Up Sales Email Templates . . . . . . . . . 179
58. Sales Enablement: Sales Deck . . . . . . . . . . . . . . . . . . . 182
59. Sales Enablement: Sales Proposals . . . . . . . . . . . . . . . . . 185
60. Print/Space Ad . . . . . . . . . . . . . . . . . . . . . . . . . . 188
61. Advertorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
62. Trade Show Materials . . . . . . . . . . . . . . . . . . . . . . . 195
63. Radio Commercial Script . . . . . . . . . . . . . . . . . . . . . . 198
64. Radio Commercial Script (Direct Response/Direct Sale/Infomercial) . . 201
–3–
65. TV Commercial Script . . . . . . . . . . . . . . . . . . . . . . . 204
66. Store Sign/Poster . . . . . . . . . . . . . . . . . . . . . . . . . 207
67. Annual Report . . . . . . . . . . . . . . . . . . . . . . . . . . . 210
68. Resumes and Personal Branding Profiles . . . . . . . . . . . . . . 213
69. Proofreading/Editing . . . . . . . . . . . . . . . . . . . . . . . . 217
70. Event Materials . . . . . . . . . . . . . . . . . . . . . . . . . . 220
71. Speech Writing . . . . . . . . . . . . . . . . . . . . . . . . . . 223
72. Ghostwriting a Book . . . . . . . . . . . . . . . . . . . . . . . . 226
73. “How-to” Guide or “Tips” Booklet . . . . . . . . . . . . . . . . . . 228
74. Product or Program Naming . . . . . . . . . . . . . . . . . . . . 231
75. Training Manual (Non-Software/Technical) . . . . . . . . . . . . . . 234
76. Employee/HR Materials . . . . . . . . . . . . . . . . . . . . . . 237
77. Welcome Packet . . . . . . . . . . . . . . . . . . . . . . . . . . 240
78. Copy Critique . . . . . . . . . . . . . . . . . . . . . . . . . . . 243
79. Collateral Audit . . . . . . . . . . . . . . . . . . . . . . . . . . 246
80. Marketing Strategy, Planning, Consulting . . . . . . . . . . . . . . 248
About AWAI’s Copywriter Training Programs . . . . . . . . . . . . . . . 251
Sources: Facts and Figures . . . . . . . . . . . . . . . . . . . . . . . 252
–4–
Introduction
This is an exciting time to be a copywriter...
Urgent demand and a shortage of skilled copywriting professionals have created

tremendous income opportunities for you.
Businesses, large and small, are desperate to keep up with changing technology
and new strategies to sell their products and services in a highly competitive
environment, both online and offline.
Business-to-business (B2B) and business-to-consumer (B2C) clients NEED YOU

to write the persuasive copy and content they need to connect with and engage
their prospects and customers.
They NEED YOU to motivate target audiences to TAKE IMMEDIATE ACTION —

whether it’s to opt in to a mailing list, call a toll-free number, visit a website for
more information... or to purchase or re-order a product or service.
B2B e-commerce alone is a $6.64 trillion industry1 — and these companies need
copywriters. They need you. ASAP.
Whether you’re just starting out as a copywriter, or you have experience and
want to take your freelance business to the next level, this report will help you
take advantage of the tremendous opportunities available to you right now.
Each year, American Writers & Artists Institute (AWAI) produces the State
of the Industry Report — AWAI’s Copywriting Pricing Guide as an update on
current research and trends in the marketing industry.
80 In-Demand Copywriting Projects to Fire Up Your Success is an

expansion of one of the most popular sections of that annual publication: “Fee
Ranges for the Top 80 Copywriting Projects.”
This special report is a master plan and quick-start guide to your next well-
paying project or client… or your first, if you’re just starting out.
–5–
You’ll find comprehensive overviews and examples for each of the top 80
copywriting projects, along with the most up-to-date fee ranges from the
pricing guide.
For each project, you’ll learn:
What it is
How it’s used
Why it’s popular with clients
What the project involves
The best FREE resources and valuable training

programs to get started immediately
With this guide, you can choose which lucrative projects you want to pursue
and plan how much money you can make as you chart your path to the
unlimited freedom of the writer’s life.
As you develop your specialty and expertise with one project or a package of
services, you’ll discover one assignment often leads to many more with the
same client...
Especially if you start with Key Message Copy Platforms, Search Engine
Optimization (SEO), Site Content Audits, or Consulting Services, where each
project offers you an opportunity to provide analysis and a report/proposal with
suggestions for more effective content and processes.
Why would your clients hire anyone else to take the recommended action to
get results?
You can offer one or more projects each month (social media, email, blogging,
and e-newsletter projects, for instance) on a retainer agreement, working with
one client or several. With steady, reliable income on contract month-to-month
or week-to-week, you’ll never be bored or broke!
–6–
YOUR CALL TO ACTION?
Grow your business with
these five easy steps:
➊ Read through 80 In-Demand Copywriting Projects to Fire Up

Your Six-Figure Success.
➋ Mark the projects that are most interesting to you.
➌ Follow the overview to choose one project to investigate first.
➍ Check out the resources for step-by-step information.
➎ TAKE ACTION IMMEDIATELY — today! — and even earn as you learn.
Best wishes for your success,
Your AWAI Team
–7–
1
Site Content Audit and Report
Boost search engine rankings and conversions by finding gaps and opportunities
in website content.
$1,000 to $2,500
What It Is:
• A comprehensive analysis and diagnostic report of a website’s user-
friendliness and effectiveness across all elements and pages of the
site — how the copy reads, flows, and guides site visitors.
• Identifies weaknesses and opportunities to improve Search Engine

Optimization (SEO), lead generation, user experience, and sales-
conversion results.
How It’s Used:

• Serves as a diagnostic tool to identify weak content and recommend
solutions to improve performance and results.
• Invaluable as a guide to launch or re-launch websites and landing

pages to generate leads and sales.
Why It’s Popular With Clients:

• Businesses are anxious to find answers FAST, especially when their
websites aren’t producing the results they need.
• Clients need proven solutions to attract more visitors through search

engines and drive more leads and sales throughout their websites,
giving them the edge in beating the competition.
–8–
What the Project Involves:
• Begin with a thorough review of the client’s existing website and
competitive analysis, using a step-by-step process and checklists.
• Generally, takes 8 to 10 hours to research and produce a 10- to 13-

page report with screenshots and recommendations.
• Summary report (with specific proposals) often leads to additional

assignments and projects to fix the problems identified.
Learn How to Write a Site Content Audit

and Report…
Site Audits Made Simple: Consult Your Way to Lucrative Web-
Copywriting Projects
Project featured in:
Inside AWAI’s FREE Webinar — How to Make $1,000 as a Copywriter in

a Weekend
–9–
Example: Site Content Audit
– 10 –
2
Keyword Research
Identify top keyword opportunities in Google and other search engines on
specific topics.
$500 to $1,500+
What It Is:
• Keyword research is the essential first step of the Search Engine
Optimization (SEO) process.
• Keywords are the specific words and phrases a target audience types
into Google and other search engines when searching for answers,
solutions, and products to satisfy their immediate needs and interests.
How It’s Used:

• Keyword research is used to determine strategic topics for web pages
and content.
• Keywords are included in headlines, titles, articles, and content to

instantly attract and connect with prospects.
– 11 –
• Businesses are acutely aware they need to use the right keywords
and placement strategies in order for their website to be displayed in
Google search results and connect with their customers.
• Clients are desperate to be found at or near the top of the search

results, so customers will find and visit their websites, giving them a
distinct competitive advantage.
• 71% of marketers say using strategic keywords is their number one

strategy for SEO.2

• In a 3-step process, you’ll brainstorm, research, and verify keywords
and phrases, using analytics and keyword research tools available
online.
• Depending on the amount and type of content, keyword research can

take 15 to 30 minutes for one article, or several hours to develop a
comprehensive list and strategy for an entire website.
Learn How to Do Keyword Research…

The Ultimate Guide to SEO Content Writing
– 12 –
Example: Keyword Research
– 13 –
3
Key Message Copy Platform
Get top results across multiple marketing channels with a
“master messaging roadmap.”
$3,000 to $7,500
What It Is:
• A core business document (usually 12 to 15 pages) that contains
all the relevant marketing messages and selling statements about a
product or service.
• Includes specific product-focused language, an in-depth description

of the target market, and the company’s Unique Selling Proposition
(USP), as well as customer testimonials, facts and statistics, and
product benefits and features.
How It’s Used:

• Serves as the “master messaging roadmap” for a product or service to
ensure all marketing content has a consistent voice and message.
• Provides an internal reference for anyone in the company who needs

to talk about or promote the product.
– 14 –
• Most businesses live in a constant state of emergency when it comes
to marketing. They’re constantly scrambling to come up with new
promotions and hit deadlines, all while staying consistent with their
messaging.
• With all the product details organized in one place, your clients can
quickly pull together marketing materials that deliver a consistent,
effective sales message across all channels.

• Generally takes 10 to 15 hours for product research, client interviews,
writing and making revisions, using a standard report format or
template.
• In many cases, writing the Key Message Copy Platform will lead to
multiple future projects, as your client will need someone to write the
promotional materials — that someone should be you!
Learn How to Write a Key Message Copy

Platform…
Key Message Copy Platforms
Featured in:
Inside AWAI’s FREE Webinar — How to Make $1,000 as a Copywriter in

a Weekend
– 15 –
Example: Key Message Copy Platform
COT Corporate
Key Message Copy Platform
Company Naming
Since our first draft of the platform, the Company has decided on a name change
to COT Corporate Changing the Company name is a news event. So it should be
noted that changing to COT Corporate is still a great chance to make rebranding
the Company into a media event with press releases, etc.
Our Target Audience
We target professionals across a full range of market segments. COT

Corporate takes pride in being referred to by our clients as the professional for
professionals. We are noted for having one-on-one, peer-level interactions with
every company with whom we partner
Tag Line Ideas
• Intelligent Solutions For Driving Your Business
This is the current company tag.
• Intelligent Solutions That Drive Your Business
A more assertive and positive variation of the current tag.
• Smart Solutions That Drive Your Business
A tighter variation of the above idea. This is concise and it stresses a financial
benefit.
• We Make Work Easy
I like this one. It’s simple and short and stresses a huge benefit, and it doesn’t
use any words that are already in the company name
– 16 –
4
Home Page Content: SEO and
Sales-Conversion Copy
Set the stage for a great website experience that prompts conversions.
$1,500 to $3,000
What It Is:
• The home page of a website welcomes visitors, differentiates the site/
service from all others in the category, and provides highly useful
information with links to other pages on the site.
• Search Engine Optimization (SEO) of the home page ensures high

placement in Google results, making it as easy as possible for
customers to find the company’s website.
• Sales-conversion copy ensures a successful customer experience from

first arrival on the website to purchase.
How It’s Used:

• With SEO and sales-conversion copy, home pages can drive business
and sales throughout the website and represent the entire company
online.
• According to HubSpot’s The Ultimate List of Marketing Statistics:2
– 81% of Internet users worldwide research products online before

making a large purchase.
– 89% of B2B professionals use search engines to research business

purchases.
– 17 –
• Your clients know they must make an instant “great impression”
online and appear at the top of search engines to survive.
• SEO is time-intensive and requires skilled resources most businesses

don’t have in-house, so they’re desperate to find copywriters who can
handle this process.

• You’ll perform a step-by-step analysis of the existing home page
content, or prepare a comprehensive plan for new content, to
optimize keywords and phrases throughout the home page.
• You’ll strategically optimize key elements on the home page, including

titles, meta-tags and descriptions, headlines, subheads, and body copy.
Learn How to Write SEO Home Page

Content…
The Digital Copywriter’s Handbook
– 18 –
Example: SEO Home Page Content for a
Local Business
Primary keyword: veterinary hospital Davidson, NC
– 19 –
5
Category Page Update: SEO
and Sales-Conversion Copy
Rewrite the main category pages of a website, such as About, Services,
and Subscribe.
$250 to $1,000 per page
What It Is:
• Typically, category pages are second-level web pages presenting core
information about the business, including About, Services, Contact Us,
and Subscribe.
• Category pages are usually listed in the main menus and navigation
bar on the home page.
• These important pages must be optimized for search engines and

sales conversion.
How It’s Used:

• While the home page opens the conversation with a prospect,
category pages continue to drive the sales relationship by providing
details with proof/credibility.
• Prospects want to know, like, and trust a business before they

purchase. Category pages give them the information they need to
move forward toward the sale.
– 20 –
• A fully optimized website, with great sales copy and a user-friendly
flow in place, is critical for businesses to connect with customers.
• Even traditional brick-and-mortar businesses need a web presence.

They realize their prospects and customers are online 24/7, searching
for information.

• Similar to home pages, you’ll follow a step-by-step process to make
sure the necessary sales copy is included on the particular category
page.
• Category pages are also optimized with keywords and phrases in

titles, meta-tags and descriptions, headlines, subheads, and content.
Learn How to Write SEO Category Page

Content…
– 21 –
Example: SEO Category Page Update
Primary keyword: pet surgery davidson (and variations)
– 22 –
6
Product Page Update: SEO
and Sales-Conversion Copy
Generate more traffic and sales for each specific product or service.
$100 to $250 per page
What It Is:
• Analysis and optimization of a page (or pages) on the website
designed to sell a specific product or service.
• Product pages are your client’s online catalog and link directly to the
order page or shopping cart.
How It’s Used:

• Product pages are often the last page the prospect will view before
deciding to purchase.
• Prospects arrive on the product pages from links on the home page,
in other content, or from landing pages and advertisements, to find
more detailed information and a persuasive closing presentation with
a strong call to action.
– 23 –
• Product pages lead directly to the cash register of the website.
• Your client needs these pages to be easy-to-use and effective, so the

prospect will buy their products and services.

• Similar to home pages and category pages, you’ll follow a step-
by-step process to provide the necessary and specific information
prospects are searching for on the product pages.
• These pages must be optimized with keywords and phrases in titles,

product descriptions, and content.
Learn How to Write SEO Product Page

Content…
– 24 –
Example: SEO Product Page Update
Primary keyword: cat condo
– 25 –
7
Order Page/Shopping Cart
Sequence
Reduce abandon rates by ensuring the checkout process is clear and easy for
the customer to follow without too many steps.
$400 to $800
What It Is:
• The order page is where the money comes in. It’s where customers
complete the sale.
• You’ll carefully design the content on this form or page to make

it easy for the prospect to complete their purchase by providing
payment details and contact information.
How It’s Used:

• The order page/shopping cart is the cash register of the entire sales
promotion!
• Summarizes relevant details of the offer, bonuses and guarantees,

processes the payment, and provides confirmation of the sale.
• Reassures the customer and reinforces their excitement in making the

purchase.
– 26 –
• The order device (online or offline) can make or break the sale — and
even generate additional revenue by including other related offers.
• Studies have shown, with direct mail and online promotions,

prospects will often read the order page before they read anything
else in the promotion.

• You’ll restate and summarize the core promise(s) and benefits of the
offer in a concise, easy-to-understand manner.
• Make sure the order form is clean, uncluttered, and easy to follow, so
the prospect doesn’t abandon the sale out of frustration or confusion.
• Reinforce urgency with a strong call to action.
Learn How to Write Effective Order Page/

Shopping Cart Copy…
– 27 –
Example: Order Page Copy
– 28 –
8
New Page: SEO and
Sales-Conversion Copy
Use professional, compelling copy for all new products and services.
$500 to $1,250 per page
What It Is:
• As your client’s business grows, and they want to introduce new
products and services to their customers, they’ll need new web pages.
• New pages must be easy to find, search engine optimized, and written
to drive online business leads and sales.
How It’s Used:

• 81% of Internet users worldwide research products online before
making a large purchase.2
• Effective copy is needed for six basic types of web pages within the
overall website structure: home pages, category and content pages,
product pages, sales and order pages, landing pages, and subscription
pages.
– 29 –
Businesses know their websites are a major source of commerce.
In today’s constantly evolving online environment, your client’s web
presence must be dynamic. It must be constantly updated with new
information for optimal performance.

• Follow a template or step-by-step process to offer the necessary and
specific information expected on each new page, with persuasive
copy.
• All new pages of the website must be optimized with keywords and
phrases in titles, meta-tags and descriptions, headlines, subheads,
and content.
Learn How to Write SEO Content for a New

Web Page…
– 30 –
Example: SEO Content for a New Web Page
Primary keyword: virtual assistant
– 31 –
9
Banner Ad or Text Ad
Drive the most visitors to specific discounts or other promotional pages.
$250 to $1,000
What It Is:
• These ads are the classifieds and display ads of the Internet.
• They contain catchy, irresistible graphic or text advertisements, in a

specific format, to entice visitors to click through to a client’s website
or promotion.
How It’s Used:

• Ads are often used for lead generation to build email lists and draw
traffic.
• Banner ads and text ads are used on websites, search pages,
directories, blogs, newsletters, and e-zines.

• Ads can be inexpensive and highly effective in driving traffic to offers.
• Results are easily measurable.
– 32 –
• These ads are short, challenging, and fun to write. And, considering
the time it takes to write one — usually less than two hours — this
type of project pays very well.
• You’ll convey, in a limited space, the big benefit to the prospect

(answering the question, “What’s in it for me?”), and then you’ll edit
the copy to its bare essentials.
• Don’t assume the reader knows to click on the ad. Make sure you
have a clear, specific, and urgent call to action, i.e. “CLICK HERE” OR
“VISIT NOW.”
Learn How to Write a Banner Ad

or Text Ad…
Modern B2B Copywriting
– 33 –
Example: Banner Ads
– 34 –
10
Online Sales/Landing Page
for a Single Promotion
Generate sales with a full sales promotion online, which can often be dozens of
scrolling pages long.
$3,500 to $5,000+ for beginners

$7,500 to $12,500+ for intermediate
Up to $25,000+ for highly skilled
(plus royalties at all skill levels)
What It Is:
• A tightly focused web page with a particular audience in mind,
designed to sell a specific product or service.
• Landing page has one clear call to action, with no other distractions,
options, or menu choices.
How It’s Used:

• Prospects “land” on a sales page by clicking a link contained in
another source, such as a banner ad, email, e-zine ad or article, or
Pay-Per-Click (PPC) ad.
• The main goal is to keep the prospect on the landing page until they
decide to take the desired action — make a purchase, subscribe to a
newsletter, etc.
– 35 –
Landing-page copy that contains targeted and focused messaging
results in higher response rates and increased conversions, generating
more sales.

• The headline is the most important part. There must be continuity
between the messaging in the source and the headline on your
landing page, in order for conversions to take place.
• Every word of text and all graphic elements must be focused on

achieving a single result.
• Complete the “sale” — finish the story, provide new info or additional
details, promote features and benefits, and end with a clear and
specific call to action with a sense of urgency.
Learn How to Write an Effective Online

Sales Page…
– 36 –
Example: Online Sales Page Copy
Note: This sales page is several scrolls long. We’re showing just the first
page here.
– 37 –
11
Lead-Gen Landing Page
This short-copy “squeeze” page can bring in massive leads, building a list of
prospects for future sales.
$500 to $1,500+
What It Is:
• A short, single-focus web page designed to bring in leads through a
compelling offer.
• Offer typically includes a free report, free subscription, free demo,

trial account, or other valuable “freebie.”
• A landing page has one clear call to action, with no other distractions,
options, or menu choices.
How It’s Used:

• Prospects “land” on a web page by clicking a link contained in another
source, such as a banner ad, email, e-zine ad or article, or Pay-Per-
Click (PPC) ad.
• The main goal is to motivate prospects to provide an email address to

get the free offer.
– 38 –
• Lead-gen landing pages can bring in a high volume of prospects who
are perfect candidates to buy the client’s product or service.
• Once the client has the prospect’s email address, it’s easy to follow up
with enticing offers to buy.

• Every word of text and all graphic elements must be focused on
achieving a single result — and echo the promise made in the ad that
brought the prospect to this page.
• Restate the promise and its benefits, with urgency to sign up now.
End with a clear and specific call to action to provide an email address
so they get the freebie.
Learn How to Write an Effective Lead-Gen

Landing Page…
– 39 –
Example: Lead-Gen Landing Page Copy
– 40 –
12
Microsite
Boost sales on a super-specific website consisting of 2 to 5 pages.
$3,000 to $7,000
What It Is:
• A mini-website built around a specific marketing campaign,
promotion, or event.
• Very focused, typically less than 10 pages, exciting, motivating, and

informative.
• More product-specific information and tabs than a landing page.
How It’s Used:

• To support a specific promotion and generate leads for a new product
or event.
• As a call to action, asking the customer to sign up for a newsletter,

download a special report, call a toll-free number, or make a
purchase.
– 41 –
• Catchy and fun marketing copy has proven to be effective with
prospects and customers.
• Viral content is easily shareable to generate buzz and excitement.
• Generates immediate response and great performance for sales or

lead generation.

• Keep it simple, tightly focused on one product or campaign.
• Include a call to action on every page. (This is a MUST!)
• Use informative, yet persuasive, copy — sell benefits and generate

engagement without hype.
Learn How to Write a Microsite…

– 42 –
Example: Microsite
Note: This event microsite is several scrolls long. We’re showing just the
first page here.
– 43 –
13
Article
Drive SEO traffic to a website by providing helpful content that’s
1,200 to 2,000+ words.
$250 to $1,000
What It Is:
• “Edu-marketing” content — educational and informative, related to an
industry, product, or service, but not directly promotional.
• Articles may also be considered “help, not hype” content and often
contain “how-to” information or “best of” roundups.
• Online editorial copy may also be featured in print publications.
How It’s Used:

• Hundreds of thousands of articles are written and published every
year for every type of publication, online and offline.
• When used with a persuasive link or call to action, articles are a

basic building block of the relationship with a customer, leading
to future sales.
• Great content is a reliable way to attract top search engine rankings

and traffic.
– 44 –
• Generates higher readership than most other forms of marketing
communications.
• Industry-specific articles provide valuable information to prospects,

build customer relationships, and establish your client’s authority and
credibility as a trusted resource.

• Solid content and journalistic-style writing with zero hype — based on
facts, research, and interviews.
• Hooks readers with a catchy headline to draw them into the article
and then tell a story.
• Articles are easy and fun to write, generally 1,200 to 2,000+ words.
(The more words, the better the search ranking, according to Google.)
Learn How to Write an Article…

The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter
Crash Course in B2B Content Writing
– 45 –
Example: Article
Primary keyword: dog barking
– 46 –
14
Editorial Piece for a
Newsletter
Engage newsletter subscribers with helpful content, about 600 to 800 words.
$200 to $500
What It Is:
• News, tips, insider secrets and other hot topics are popular with
newsletter subscribers.
• The editorial content is usually quite helpful and relevant to the

subscribers, giving them content they may not find elsewhere.
How It’s Used:

• Editorial content provides a steady feed of useful information to
newsletter subscribers, keeping them interested and engaged with the
brand.
• The content is usually written by industry experts/authorities, with

subjects reflecting the prospect’s views and interests, and reinforces
the customer relationship.
• When used with a persuasive link or call to action, editorial content

can powerfully introduce subscribers to new products/services and
expand sales with them.
– 47 –
• 83% of business-to-business (B2B) marketers use e-newsletters for
content marketing because of readership and return on investment
(ROI).3
• E-newsletters are extremely useful in business-to-consumer (B2C)

communications as well, in a wide variety of niches

• Solid, highly valuable and “get it here only” content from an authority.
• Articles are easy and fun to write, generally 600 to 800 words, and
are often ghost-written from the expert’s voice.
Learn How to Write an Editorial Piece for a

Newsletter…
– 48 –
Example: Editorial Piece for a Newsletter
– 49 –
15
Blog Post
Single, topic-specific blog posts, written for readers and SEO, generally 300 to
1,000 words.
$150 to $800 per post
What It Is:
• An ongoing account of information, opinions, tips, best practices, and
other ideas.
• Similar to articles, a blog is a basic building block for online content.
• Provides useful information focused on readers’ problems, questions,

and needs.
How It’s Used:

• It’s a perfect forum to promote new products, services, and events,
and generate sales.
• It provides a way to interact with customers and respond to

comments and concerns.
• It increases customer satisfaction through engagement.
– 50 –
• Businesses are able to fuel their SEO efforts by providing timely and
relevant information for their customers.
• According to HubSpot’s The Ultimate List of Marketing Statistics:2
– 56% of marketers who leverage blogging say it’s effective, and 10%
say it generates the biggest return on investment.
– Short articles ranked third in B2B content assets that generate best
results.
• Blogs establish a positive relationship with customers and prospects.
• A blog communicates the brand message and enhances customer

loyalty.

• A genuine, conversational tone.
• Generally blog posts are 300 to 1,000 words, optimized for search
engines with strategic keyword use.
• Takes a few days to research, write, get approvals, and post online.
Learn How to Write a Blog Post…

How to Write Blogs for Yourself and for Clients
Let’s Write!
– 51 –
Example: Blog Post
– 52 –
16
Blog Editorial Calendar
and Post Series
Continuously generate new traffic with a mapped-out plan of ongoing,
strategic posts.
$500 to $800 per calendar, $150 to $800 per post
What It Is:
• The secret to a popular blog is to create an editorial calendar (on
paper or online) for planning and organizing topics and content.
• It’s a strategic marketing tool to ensure consistency in communication

and messaging — and to make sure the blog is focused on topics
prospects really care about.
How It’s Used:

• Provides a format to generate post ideas and key topics.
• Establishes a publishing schedule for consistency throughout the

organization.
• Reinforces discipline to create content on a regular schedule. (Avoids

“blank page blues.”)
– 53 –
• An organized content strategy, plan, and schedule can generate as
much as 30% more traffic for every post.
• And, it saves time and money.

• Calendar system can be in paper format or an online spreadsheet.
Level of complexity depends on content and frequency of posts.
• Important piece in your marketing and pricing — you get paid for
research and thoughtful planning to determine the schedule.
Learn How to Write a Blog Editorial

Calendar…
How to Write Blogs for Yourself and for Clients
– 54 –
Example: Blog Editorial Calendar
Source: http://www.makeuptalk.com/wp-content/uploads/2011/03/blog-
calendar.png
– 55 –
17
Pillar Post
Establish your brand as the authority with an all-encompassing guide on your
specific subject, written for readers and SEO, typically 4,000 words or more.
$500 to $2,500 per post
What It Is:
• A pillar blog post (also sometimes referred to as “cornerstone
content”) is designed to establish a brand as the authority on a
subject.
• Pillar posts are long blog posts — 4,000+ words — that typically are
the “definitive guide” or “ultimate guide” to a specific subject.
• Pillar posts are designed to be a complete resource and answer all the
questions a reader may have about the subject.
How It’s Used:

• Pillar posts are used as cornerstone content on a website to provide
highly useful, evergreen content for readers.
• Pillar posts rank well in search, so they also are used as part of a
company’s SEO strategy to bring organic traffic to a website.
– 56 –
• Because of their evergreen content and extreme usefulness, pillar
posts continue to bring new visitors to a website. And new visitors
mean new potential customers and the chance to close more sales.
• Pillar posts establish credibility and expertise for the company, which
earns prospects’ trust more quickly.
• SEO results of pillar posts are measurable so clients can see that
they’re working.

• A genuinely helpful, conversational tone.
• Generally 4,000+ words, optimized for search engines with strategic

keyword use.
• Takes several days to fully research, write, get approvals, and post
online.
Learn How to Write a Pillar Post…

– 57 –
Example: Pillar Post
– 58 –
18
“How-to” Guide or Tour
Provide a helpful guide that explains how a product, service, or website works.
$500 to $1,000
What It Is:
• Step-by-step, detailed explanation, tutorial, or guided tour on a
website.
• Tells how to do something or how to use a product or service.
• Format can vary from simple printed instructions to a video or multi-

media presentation.
How It’s Used:

• Shows prospects and new customers the ins and outs of using a
website, product, or service.
• The information is meant to be engaging and helpful to the reader,

while at the same time, in doing so, it helps to generate sales.
– 59 –
• Makes it easier for visitors to navigate their website, which helps
convert them from prospects to customers.
• Customers are more likely to spend time and money with a business
or website they get to know, like, and trust.
• “How-to” videos are more popular than ever on websites, YouTube,

Facebook, etc.

• You’ll start by testing the product, service, or website to research the
customer experience and better understand the process.
• More informational than marketing, you’ll still use copywriting and

persuasive communication skills to write the content for the guide or
tour in a clear and concise manner, focusing on specific and reliable
how-to details, benefits, and advantages.
• A call to action is important at the end, once you’ve hooked the

prospect.
Learn How to Write a “How-to” Guide…

– 60 –
Example: “How-to” Guide/Tour
– 61 –
19
Press Release
Get attention from the media and drive additional website visits.
$500 to $1,000
What It Is:
• A press release is a marketing communications strategy to get media
attention and/or to generate favorable publicity.
• It helps foster a good relationship between a company, individual, or

organization and the public.
• 1- to 2-page document distributed to the media to announce a new

product or service, award or accomplishment, event or online seminar.
• Often includes photos, graphics, charts, links, and even video.
How It’s Used:

• To increase traffic to a website.
• To build up a company’s brand and enhance credibility in the public’s

mind.
• Often used by the media as the basis for a feature story, or as a

prompt for more information or to request an interview.
– 62 –
• By publishing favorable news and current events on their website, it
creates an SEO boost and promotes their business.
• It’s much less expensive than advertising or creating an in-depth

marketing campaign.
• Drives third-party credibility and goodwill by having their business

featured in the news.

• Easy-to-follow template format expected by the media.
• Just the facts! (What’s the story, and why does it matter?)
• You’ll create a strong headline, a compelling lead with an opening

sentence that previews the story, solid content, and contact
information.
• Each press release is short (1 to 2 pages, 500 words max).
• Research and writing should take only a day or two.
Learn How to Write a Press Release…

Secrets of Becoming a Publicist: A Simple, Step-by-Step Guide
– 63 –
Example: Press Release
– 64 –
20
Long-Form Video Sales Letter
(VSL) Script
Promote a product or service through an online sales video script that may be
20 to 45 minutes long.
$5,000+ (based on length)
What It Is:
• A video sales letter (VSL) is a type of online advertising that presents
a long-form, persuasively written sales promotion in the form of a
video on a landing page.
• Uses classic direct-response copywriting techniques and can take

many forms, from slides and narration to interviews to full-blown
dramatic productions.
• Designed to be riveting, without breaks or distractions.
How It’s Used:

• VSLs help companies tell dramatic stories and bring sales copy to life.
• Provides highly valuable and effective engagement with prospects,

generating a response.
• Easy to share online through word-of-mouth and referral marketing.
– 65 –
• Skillfully converting a sales letter to a successful VSL can double,
even triple response.
• A successful VSL can generate big revenue for clients. (And big
royalties for copywriters!)

• You’ll be writing a full-length sales promotion used to generate direct
sales.
• Keep in mind that the written text will be presented online as an

engaging and persuasive audio and visual presentation that may be
20 to 45 minutes long.
• Estimate about 150 words per scripted minute of video.
Learn How to Write a Long-Form Video

Sales Letter Script…
The Makepeace Method for Making a Fortune Writing Video Sales Letters
– 66 –
Example: Video Sales Letter
View the entire VSL here: https://www.awai.com/p/is/cop-vid/
– 67 –
21
Short Online Video Script
Write copy for a 1- to 5-minute video used as an “explainer,” demo, how-to,
case study, testimonial, or short VSL.
$500 to $1,500+
What It Is:
• A short online video helps companies demonstrate products, offer
“how-to” tips, and engage prospects with personal testimonials or
case studies.
• Usually about 1 to 2 minutes in length; occasionally as long

as 5 minutes.
How It’s Used:

• To provide instant engagement with prospects, by bringing them into
a story and generating a quick response.
• Easily shared online through word-of-mouth and referral marketing.
• Used to generate direct sales, leads, clicks to landing pages, and

more.
– 68 –
• Video gets results! HubSpot reports 88% of video marketers report a
positive return on investment from video. 83% say video has helped
them generate leads. 93% got a new customer because of a video on
social media. 2
• People like video. 84% of consumers say they’ve been convinced to

buy a product or service by watching a video.2

• Estimate about 150 words per scripted minute of video.
• The typical script is 100 to 750 words max (40 seconds to 5 minutes).
Learn How to Write a Short Online Video

Script…
How to Write Online Video Scripts for B2B Companies
– 69 –
Example: Short Online Video Script
– 70 –
22
Podcast Script
Write a captivating script for a digital audio program.
$500 to $1,000 per minute
What It Is:
• An effective podcast is an informative and entertaining “program” on
digital audio.
• The files are available on the Internet for downloading to a computer

or mobile device or listening to via a podcast app.
How It’s Used:

• News, interviews, and tips are all popular formats, great for building
authority.
• Podcasts create ongoing interest, and the recurring format builds the
relationship between a brand and its audience. Listeners subscribe to
a podcast, similar to a blog or newsletter.
• A podcast provides an incredibly effective and low-cost way for

businesses to keep in touch with customers and prospects and bring
the company “voice” to their followers.
– 71 –
• Podcast apps (such as Spotify, Apple Podcasts, Google Podcasts, etc.)
expose content to thousands of potential listeners for free. Audio
search engines increase reach and grow audience.
• It can be far less expensive and easier than recording video.
• With the increased usage of mobile phones, this popular format

has shown explosive growth. Prospects and customers can listen
anywhere, anytime, at their convenience.
• BuzzSprout reports that the number of people who listen to podcasts

will exceed 160 million by 2023, and 60% of podcast listeners have
bought something they discovered through a podcast ad/sponsor
message.4

• You’ll use the same copywriting and persuasive communication basics
to write for the ear instead of the written word. Make it easy for your
listener to respond to offers or promotions with a specific and clear
call to action.
• A 5-minute podcast runs about 750 to 1,200 words (about 2 or 3

pages). A 30-minute podcast runs about 4,000 to 7,000 words (about
12 to 20 pages).
Learn How to Write a Podcast Script…

– 72 –
Example: Podcast Script
Source: http://9techedwhms.weebly.com/uploads/1/0/8/8/10882111/
audio_script_template.pdf
– 73 –
23
Frequently Asked Questions
(FAQs)
Answer common questions asked by customers (great for SEO).
$500 to $1,000
What It Is:
• An organized collection of questions and answers prospects and
customers frequently ask about a company, product, or service,
generally in the areas of “how it works,” technical support, customer
service, and sales.
• Prospects and customers look for FAQs posted on a company’s

website to find instant answers to their burning questions, anytime,
without having to talk to a salesperson.
How It’s Used:

• This form of self-service Q&A is available 24/7 online.
• Well-written FAQs can overcome sales objections and make prospects

more comfortable in taking the next steps.
• It standardizes responses and information about the company,

products, and services for clarity and continuity.
– 74 –
• FAQ pages are SEO-friendly, because of the frequent repetition of
keywords and phrases throughout the content, which places them at
the top of search results.
• Helps speed up the sales cycle while reducing calls/emails to

Customer Service.
• Customers are happy when they can find immediate answers to their
questions online.

• FAQs are easy (and yes, even fun!) to write.
• Your client can usually provide the most common questions and
concerns the company receives, or they’ll put you in touch with
Customer Service or Technical Support for the information you need.
Learn How to Write Content for an

FAQ Page…
– 75 –
Example: FAQ Page
Primary keyword: organic gardening (and variations)
– 76 –
24
Case Study/Customer
Success Story
Offer problem-solution-outcome stories featuring a product or service,
usually 2 to 3 pages and 800 to 1,200 words.
$1,200 to $2,000
What It Is:
• A case study is a problem-solution-outcome story, often written in a
narrative style, to demonstrate how a company’s product or service
helped a customer.
• It’s basically a short “before and after” success story, describing a

subject’s problem or struggle, and then showing how the company’s
product or service solved the problem.
How It’s Used:

• Neuroscientists have proven that stories can deeply influence our
beliefs and decisions, because they appeal to our emotions and our
capacity for empathy.
• Case studies are used in the marketing cycle as social proof and
validation of the effectiveness of your client’s product or service.
– 77 –
• Businesses have caught on to the effectiveness of case studies in a
big way, both in B2C and B2B marketing. Demand for these pieces
has never been higher.
• Case studies are extremely versatile and can be used in a variety

of content formats, online and offline, in print and video, and in
marketing materials and newsletters.
• Case studies let companies show how they’ve helped customers in a

very real way that prospects can relate to.

• You’ll start by doing research and conducting a short interview with
the subject (customer) to craft a powerful, persuasive, problem-
solution story.
• Each case study generally runs about 800 to 1,200 words (2 to 3

pages) and takes about 5 to 8 hours to complete.
Learn How to Write a Case Study…

Writing Case Studies: How to Make a Great Living by Helping Clients Tell
Their Stories
– 78 –
Example: Case Study
– 79 –
25
White Paper (aka Special
Report)
Attract email sign-ups and new leads with valuable, downloadable reports that
provide study findings, new procedures, and more. Usually 5 to 10 pages.
$2,000 to $10,000
What It Is:
• A 5- to 10-page informational report that defines a business or
technical problem and presents a new or better solution to that
problem.
• White papers provide readers with a detailed understanding of the

client’s product or service and how it provides the BEST solution,
along with compelling reasons to request more information or make a
purchase.
How It’s Used:

• White papers are an integral part of the B2B sales cycle for lead
generation.
• Helps business buyers solve problems and make informed purchasing

decisions.
• Government agencies also use white papers to explore and explain

problems and issues in order to present possible solutions.
– 80 –
• Your clients need white papers to introduce and explain their products
and services as SOLUTIONS to their prospects’ urgent problems, and
to persuade them to purchase from their company, instead of from
the competition.
• In a recent study by Content Marketing Institute and MarketingProfs,

47% of respondents said white papers are the B2B content assets
that produce the best results for them.5

• You’ll start by conducting thorough research and interviews to dig for
facts, find one or more great problem/solution stories, and write the
persuasive narrative.
• Generally takes 25 to 50 hours, or 4 to 6 weeks, including client

reviews and editing.
Learn How to Write a White Paper…

How to Write White Papers That Command Top Fees
– 81 –
Example: White Paper
– 82 –
26
E-Book
Provide highly useful information to customers via electronic guides.
$2,000 to $7,000
What It Is:
• An e-book (electronic book) is a digital format designed specifically to
be read on a computer, tablet, or e-reader (handheld device).
• E-books have changed the marketplace by making publishing

dramatically more accessible.
• Pew Research reported as of 2022: 30% of Americans say they have

read an e-book in the last 12 months. 6
How It’s Used:

• E-books can be used effectively in any step of the business
process, from lead generation to info marketing, from education to
entertainment, to building a brand.
• It bestows a badge of credibility and respect to the author as an

expert in their field.
• E-books can be a stand-alone profit center or passive income stream.
• E-books can be published by an individual author or written and

published for a client.
– 83 –
• Maximum impact in a reputable and easy-to-access format.
• Ability to repurpose existing content (such as turning a blog post

series into an e-book).
• 100% profit margin: delivered electronically, no printing costs, no

inventory or storage concerns.

• It’s a dedicated process of writing a clear, well-thought-out e-book
divided into chapters that are easy to digest in electronic formats.
Learn How to Write an E-Book…

Bob Bly’s Ultimate Guide to E-Book Writing Success
– 84 –
Example: E-Book
– 85 –
27
Testimonial
Generate strong, “real-world” credibility for products and services.
$500 to $800
What It Is:
• An unbiased, accurate point of view from a source other than the
company.
• Words of praise or gratitude from a satisfied customer who has

benefited from a product or service.
How It’s Used:

• Testimonials are social proof. They back up claims and vouch for the
benefits of a product or service.
• Testimonials are used frequently throughout marketing and sales

communications to persuade and prove to prospects that the benefits
and claims are true.
• Overcome buyer skepticism and help rationalize your prospect’s

buying decision.
– 86 –
• DigitalMarketer reports testimonials boost conversions by as
much as 33%.7
• Everybody loves a success story — human interest helps drive

response and sales.
• It’s an effective way to overcome objections and hesitations to close

the sale.

• You’ll review customer feedback and interview satisfied customers
for real, honest reactions, looking for an engaging story of how the
product or service changed the customer’s life.
• You or your client will obtain written permission to use a customer’s

direct quotations and identification.
• You must never make up or embellish a testimonial. It is unethical

and illegal. Honest testimonials are not paid for or compensated in
any way. Testimonials must be authentic and verifiable to avoid legal
issues.
Learn How to Write a Testimonial…

The Accelerated Program for Seven-Figure Copywriting
– 87 –
Example: Testimonial
– 88 –
28
Autoresponder/
Funnel Emails (Series)
Deepen customer relationships and/or drive follow-up purchases.
$100 to $1,000 per email
What It Is:
• Also called sales or marketing funnels — an autoresponder series is
sent in response to a prospect subscribing to an email list, submitting
an inquiry, or making a purchase.
• Contains carefully crafted sales copy that leads to deepening the

customer relationship and/or driving a follow-up purchase, seminar
sign-up, etc.
• Usually contains 3, 5, or 7 emails, pre-written to engage the customer

or prospect.
• Set up to go out automatically in a certain sequence within a specified

timeframe.
– 89 –
How It’s Used:
• As automated marketing and follow-up, it continues the conversation
with prospects or customers.
• These highly effective, automated emails keep new prospects moving

forward and offer previous buyers new products and information.
• Usually, all emails in the series lead to one main goal or action.
Urgency increases with each email sent. The series ends once the
desired action is taken.

• It’s the fastest way to build a relationship with a new customer or
prospect, increase revenue, and grow a business.
• Once set up, it’s completely automated and cost-effective.
• Customer Value Optimization (CVO) — attracts new customers,

increases the size of each sale, gets customers to buy more often.

• Emails are written in a conversational tone, in your client’s voice.
• You’ll write factual and engaging copy to start, and maintain the
conversation in a consistent manner to encourage the reader to take a
desired action.
Learn How to Write Autoresponder Email

Copy…
Ryan Deiss’ CVO Expert Training
– 90 –
Example: Autoresponder Email
– 91 –
29
Stand-Alone Email
Reach out and grow sales with special promotions, invitations, and more via
targeted email messages.
$250 to $2,000
What It Is:
• Short, conversational email that engages a reader and shares more
information about a product or service.
• Promotes a one-time sales promotion, special announcement, product

update or event.
How It’s Used:

• Email is still a primary way to communicate with prospects and
clients. People usually welcome emails from companies they like and
trust.
• Companies use email to generate and follow up on leads, build

relationships, sell products, services, and programs, upsell and cross-
sell other products and promotions.
– 92 –
According to studies reported by Oberlo:8
• Every time a marketer spends $1 on sending email, they can expect

to make $42 in return, according to the Data & Marketing Association
(DMA).
• 81% of small-to-medium businesses count on email as their primary

customer acquisition channel, and 80% rely on it for customer
retention.
• 49% of consumers say they would like to receive promotional emails

from their favorite brands on a weekly basis.

• Emails are written in a conversational tone, in your client’s voice.
• Emails are usually short — the equivalent of a 1-page letter or less.
• Subject lines must be clear and relevant to achieve the primary goal
of getting the message opened.
Learn How to Write Email Copy…

How to Write High Impact Emails
Email Copywriting for B2B Companies
– 93 –
Example: Stand-Alone Email
– 94 –
30
E-Newsletter/E-Zine
Maintain customer loyalty with regular issues filled with tips and offers.
$500 to $1,500 per issue
What It Is:
• A daily, weekly, or monthly newsletter sent via email from a company
to their customers and prospects to build and maintain relationships.
• Delivered on a regular schedule, with a consistent format.
How It’s Used:

• 69% of B2B marketers use email newsletters for content marketing.5
• E-newsletters are “lead-nurturing” — meant to build relationships and

familiarity through entertainment, advice, customer successes, staff
profiles, and “how-to” articles.
• Content is informational rather than hard sales or promotional, but

can also include ads and links to special promotions.
• Positions the company as an expert and authority in the industry.
– 95 –
• Cost-effective marketing — provides measurable results and high ROI.
• Consistent format and timing produces response rates 4 to 10 times

greater than a stand-alone email.
• Can generate thousands of extra dollars per month for your client.

• You’ll plan out the topics for each issue ahead of time with your client.
• You’ll then review company materials, do quick interviews, and/or

some light research.
• Each issue is about 1,200 to 1,500 words.
• The fun, non-sales-y content you provide on an ongoing basis creates

dependable, lucrative income for your efforts (usually on a retainer
agreement).
Learn How to Write E-Newsletters…

How to Write Engaging E-Newsletters
– 96 –
Example: E-Newsletter
– 97 –
31
Pay-Per-Click (PPC)/
Adwords Campaign
Break through the search engine clutter and drive traffic to specific online sales/
landing pages.
$75 to $350 per ad, more for managing campaigns
What It Is:
• A form of online advertising in search engines, where advertisers pay
the placement company a fee every time their ad is clicked, and the
user is taken to a specific website or landing page.
• Pay-Per-Click (PPC) ads appear on a search engine’s results page

clearly labeled as an Ad or Sponsored Result.
How It’s Used:

• To generate leads for an email list.
• To grab the attention of prospects and drive them toward a specific

landing page or sales promotion.
– 98 –
• PPC produces immediate results. It can be monitored in real time, so
you can see the response rate and activity as it’s happening.
• It’s a form of dynamic and responsive marketing — adjustments can

be made instantly.
• It’s less expensive and more flexible than other forms of advertising.

• To create a full PPC campaign, you’ll do keyword research, write a
variety of ads, and produce copy for the landing pages and follow-up
emails.
Learn How to Write a Pay-Per-Click Ad

Campaign…
– 99 –
Example: Pay-Per-Click Ad
– 100 –
32
Complete Website Re-Design
with Copywriter Overseeing
Content Flow
Ensure excellent usability, SEO, and messaging in a website re-design (separate
from page writing).
$2,000 to $5,000 for copywriter role
What It Is:
• A comprehensive overhaul of a client’s entire website, focusing on
copy and content.
• You’ll analyze and re-design the messaging and flow across all
existing pages of the website to create a cohesive and effective user
experience.
How It’s Used:

• The website is the fundamental online presence and first contact with
the business for many prospects.
• Websites create authority, trust, and sales for the company or

organization.
– 101 –
• An updated, fully optimized website can be the difference between
success and failure in today’s business economy.
• Many businesses are struggling with outdated, ineffective SEO and

content strategies, and they’re desperate for your web content and
copywriting expertise.

• A complete website re-design is an exciting and thorough
investigation of a company or organization. You’ll get to play reporter
as you learn everything you can about your client’s business to
optimize their website performance.
• You’ll get to know your client through interviews, tours, and extensive
research to identify what makes the company or organization
different, and to determine the overall messaging and re-positioning.
• You’ll also work with the web team to make sure the content is
presented in the way you intend for best results.
Learn How to Write for a Complete Website

Re-Design…
The Digital Copywriters Handbook
B2B Websites: Developing Content That Builds Authority and Generates

Leads, Too
– 102 –
Example: Complete Website Re-Design
Before
After
– 103 –
33
In-Person Training for
Staff Writers
Coach your client’s in-house team one-on-one on the best copywriting
and SEO practices.
$1,500 to $5,000 per day (plus travel & lodging)
What It Is:
• Teaching copywriting fundamentals to staff writers, one-on-one.
• Helping employees of a company improve their copywriting and

related marketing skills.
How It’s Used:

• Companies often invite outside speakers and industry professionals to
present formal training programs to their employees, to update them
on best practices and new trends.
• Rather than hire a freelance copywriter for every direct-mail or online-

marketing project, the client ensures their in-house staff members
have the skills necessary to manage and maintain the projects.
– 104 –
• Can be more cost-effective for a large company that has an in-house
writing and marketing team.
• Continuing the professional education of its employees gives the

company a competitive advantage in sales and marketing.

• You’ll tailor each training program to the client and/or project
specifications.
• The one-on-one training might involve consulting, strategic planning,

critiquing content, coaching, offering ideas and solutions, and working
directly with the in-house copywriters.
Learn How to Offer In-Person Training…

The Versatile Freelancer
– 105 –
Example: In-Person Training Agreement
SAMPLE LETTER OF AGREEMENT FOR AN IN-HOUSE SEMINAR:
[YOUR LETTERHEAD]
Mr. Jack Smith

Amalgamated Fireworks
123 Main Street
Chicago, IL 60000
Dear Jack,
This will confirm our agreement. On October 12,1 will do a one-day

seminar, at your Chicago office, for the marketing staff of Amalgamated
Fireworks.
As we agreed, in the morning I will show slides of successful direct-

mail pieces, both my own and others. I will discuss what made them
work, and how to apply the principles behind them to your promotions.
Questions and discussions are welcome.
In the afternoon, I will do in-depth critiques of your existing (or in

manuscript) direct-mail pieces, and offer concrete recommendations to
improve them and make them pull higher returns. It would be helpful if
you can send these promotions to me in advance.
– 106 –
34
Presenting to Other
Company Employees
Make sure your client’s employees understand how to apply customer-friendly
copywriting techniques to the company’s messaging across all channels.
$1,500 per day (plus travel & lodging)
What It Is:
• Presenting copywriting fundamentals to a larger group of employees
from different departments.
• Helping employees of a company improve their copywriting and

related marketing skills.
How It’s Used:

• Companies often invite outside speakers and industry professionals to
present formal training programs to their employees, to update them
on best practices and new trends.
• Employees from multiple departments within your client’s company

will attend the training to ensure effective, consistent, customer-
friendly messaging is used across all channels.
– 107 –
• Can be more cost-effective for a large company with a lot of different
departments and employees who regularly create content for various
purposes.
• Continuing the professional education of its employees gives the

company a competitive advantage in sales and marketing.

• You’ll tailor each presentation to the client and/or project
specifications.
• Prepare for a 1- or 2-day presentation.
• A training program can be a formal presentation followed by

“breakout” events or small-group training.
Learn How to Present to Company

Employees (Large Group)…
Modern B2B Copyrighting
– 108 –
Example: Agenda for Company Presentation
SAMPLE AGENDA FOR AN IN-HOUSE COMPANY PRESENTATION:
A Day of Creative Marketing

Technique
Presented by Don Hauptman
[Date/Time/Location]
MORNING:Copy and Design for Winning Direct Mail

9:30 Introduction and Overview
10:00 “What’s Working Now for Consumer Newsletters
and Magazines
Don will present a series of fast-moving visuals
of successful direct-mail promotional pieces.
Examples will include newsletters, magazines,
books, spoken-word audio tapes, conferences,
and seminars. He will explain the principles
and strategies behind each piece, the results,
what made it work, and how to apply the same
approaches to the marketing of any information
product to boost the promotion’s pulling power.
Many of the techniques he’ll describe can be put
into action immediate ly—often at little or no cost.
10:45 Break
11:00 Still More Promotional Examples, Tricks,
and Tactics:
• Split tests: Can you pick the winner?
• The “Big Idea”: Breakthrough concepts .
• Specifics
• Human interest
• Testimonials and endorsements
– 109 –
35
Training Video Script/Tutorial
Help customers use a website service or complete a task.
$500 to $3,000
What It Is:
• Also known as a tutorial, an online training video helps customers use
a website service or complete a specific task.
• More interactive and engaging than a book or a lecture, a tutorial

teaches by example, providing step-by-step information.
How It’s Used:

• To immediately engage prospects and customers by showing them
how a product or service works and demonstrating how easy it will be
for them to use it.
• As an online reference for customer service, available 24/7.

• Saves time and money by automating routine customer service
issues.
• Customers who successfully engage with the product and begin using
it right away are less likely to demand returns or refunds.
• Creates loyal, active customers who become brand ambassadors.
– 110 –
• You’ll conduct research, interview experts, and test the product or
service, so you can successfully communicate usage information to
customers.
• You’ll write step-by-step, customer-friendly instructions in a clear and

helpful manner.
Learn How to Write a Training Script/

Tutorial…
– 111 –
Example: Training Video Script
– 112 –
36
Teleseminar/Webinar Script
Ensure a smooth, successful presentation with a great script and slides. Content
only. Design not included.
$1,500 to $3,000
What It Is:
• Most call-in and online seminars (webinars) lead to one thing: a sale.
The presentation itself can be in the form of a “talking” promotion
(voice over PowerPoint slides or handout), an interactive format, or a
live video or audio presentation.
• You’ll write the script, whether it’s Q&A, a list format, outline,
interview, or a slide presentation.
How It’s Used:

• Powerful tool for lead generation with a more personal and engaging
interaction with prospects.
• Companies use teleseminars and webinars as a way to create interest

in their products and services, generate sales, and build brand
awareness and customer relationships.
• Usually offered for “free” to collect email addresses for lead-

generation/follow-up marketing.
– 113 –
• It works! Generates hot leads, drives traffic, and closes sales.
• Powerful one-to-many marketing saves time and money.
• Gives your client a competitive advantage to offer innovative

marketing and customer service.

• Keep it simple, whether audio or visual.
• Working with slide presentations, be sure to focus on a main headline

for each slide and use short bulleted lists with simple images.
• Have an organized structure and flow throughout to fully develop the

main idea.
• Always close with a strong, clear, and specific call to action with a
sense of urgency. Make it easy for the listener or viewer to take action
immediately.
Learn How to Write a Teleseminar/

Webinar Script…
– 114 –
Example: Teleseminar/Webinar Script
Source: https://blog.spinweb.net/a-sample-webinar-script-and-agenda-
for-businesses
– 115 –
37
Survey Wording
Get the most useful feedback from customers through great questions.
$500 to $1,000
What It Is:
• A survey provides feedback about products and services that can be
used to create compelling arguments, powerful headlines, teasers,
and motivating testimonials in future promotions.
• Customers are a gold mine of information — if you ask the right

questions.
How It’s Used:

• Following up with new customers is a great way to provide customer
service and build good relationships from the start.
• Survey responses show how to talk to prospects in the language they

use to describe their needs, wants, and desires.

• Creates positive relationships with customers, brand loyalty, and
additional sales.
• Prompt feedback about new customer experience can bring attention

to possible problems. Company can respond immediately to problems
and concerns.
– 116 –
• When designing a survey, start with the prospect/customer, not the
product.
• Main question: “What’s your biggest problem right now?”
• Ask open-ended questions, as they provide more helpful information

than check-the-box or numeric ratings.
Learn How to Write a Survey…

– 117 –
Example: Survey
• What’s your single biggest concern right now?
[Variations: What’s your biggest challenge as a steel

industry executive? What’s the biggest problem you face
as a teacher?)
• What motivated you to buy [Product Name]?
• Has it fulfilled your expectations? Please tell us how-or

why not.
• What benefits have you realized?
• Can you recall a specific experience involving (Product

Name]? Please tell us about it-and the results. For
example: a decision you made, an opportunity you
seized, a mistake you avoided.
• Do you have any other comments or suggestions? How

can we make [Product Name) even more useful and
valuable to you?
Thanks for your help!

Please return via the enclosed postage-free envelope
[OR: Click here to submit
– 118 –
38
Competitive In-Depth
Analysis
Set the company apart from competitors with a detailed copy review.
$1,000 to $2,000
What It Is:
• Your client needs to know what the competition is up to, in order
to strengthen their own Unique Selling Proposition (USP) and
continuously fine-tune their copy and messaging.
• You’ll research, analyze, and compare copy and content performance

metrics for similar companies and prepare a report of your findings.
How It’s Used:

• Competitive analysis is a valuable part of Site Content Audits and Key
Message Copy Platforms and should be updated frequently.
• It serves as a diagnostic tool to improve performance and results.

• Knowledge is power. It gives your client a competitive advantage.
• In a rapidly changing marketplace, businesses need to change and

adapt quickly in order to keep up with and surpass their competition.
– 119 –
• You’ll do a periodic review of key competitors’ websites and
performance analytics.
• You’ll organize and present information and recommendations to your

client.
Learn How to Conduct a Competitive In-

Depth Analysis…
Site Audits Made Simple: Consult Your Way to Lucrative Web-
Copywriting Projects
– 120 –
Example: Competitive In-Depth Analysis
– 121 –
39
Social Media Setup
Create an inviting page with robust ABOUT content, etc.
$500 per platform
What It Is:
• The top social media platforms in 2022 include Facebook, Instagram,
Pinterest, LinkedIn, Twitter, and TikTok.
• This project involves establishing your client’s presence, with a page

or profile, on one or more of the social media platforms.
How It’s Used:

• Since 2003, social media has become a constantly evolving way for
your clients to interact with prospects and customers.
• Setting up and maintaining active social media channels allows

businesses to attract and engage new prospects, turn followers into
buyers, and develop loyal fans and communities online.
• It’s also a way to facilitate brand management and strengthen

customer service.
– 122 –
• Emerging technology is quickly becoming an essential part of any
business strategy.
• Your clients recognize the competitive edge that results from a strong
social media presence.

• It usually takes less than two hours to set up a company profile on
any of the social media platforms.
• You’ll structure the page or profile with branding, graphics, company

information and a description drawn from the company’s Key Message
Copy Platform for consistency.
Learn How to Do Social Media Setup…

How to Make Money as a Social Media Marketing Expert
– 123 –
Example: Social Media Setup
– 124 –
40
Social Media Management:
Facebook, Twitter, and More
Consistently grow social media presence with posting/monitoring 1-2 hours/
day, 5 days/week.
$1,000 to $3,000 per month
What It Is:
• Managing a company’s social media presence — including posting,
monitoring, updating, responding, and participating on a daily basis
— with the intent to grow the audience, generate leads, facilitate
community participation, and increase sales and revenue.
• In addition to participating on the platform, you’ll monitor

performance using analytic tools to improve effectiveness.
How It’s Used:

• In a very positive sense, social media has forced businesses to
become more personable, reveal their human side, contribute to their
communities, and engage with followers.
• Businesses can reach new audiences, attract new customers, and

interact with fans.
• It uses powerful word-of-mouth marketing through easily shared

content.
– 125 –
• It’s where consumers spend their time and attention. As of 2021,
84% of the U.S. population uses at least one social media network,
and the number of active social media users worldwide is 57.6% of
the population.8
• Your clients know they need to have a social media presence so they
can build their audience and generate sales. But many don’t have the
time, knowledge, or desire to keep up with the constant changes or
manage social media on their own.

• You’ll create and distribute content on the various social media
platforms. Following an established editorial calendar can help
maintain enthusiasm and consistency.
• Social media management is a long-term project, usually on a

retainer agreement. You’ll become a recognized company ambassador
and spokesperson through your posts and interaction.
Learn How to Manage Social Media...

– 126 –
Example: Social Media Management
This Hootsuite image depicts a tool that you can use to easily view and
manage conversations on behalf of a company across multiple social
networks.
Source: https://www.hootsuite.com/platform
– 127 –
41
Social Media Ad Campaign
Attract likes, shares, and conversions with super-targeted social ads on
Facebook, Instagram, LinkedIn, etc.
$500 per ad, more to manage
What It Is:
• A rapidly evolving form of online advertising on social media, where
advertisers pay to place ads as “sponsored content” to generate clicks
and drive traffic to websites or landing pages.
• You’ll write the ads and manage campaigns to generate leads and
revenue.
How It’s Used:

• Social media advertising is highly targeted and segmented marketing.
• It’s used to reach a larger audience of readers, prospects, and

customers.
• Generates leads for growing your client’s email list.
• Breaks through the clutter in online advertising, appeals to prospects,

and drives traffic to a specific landing page/sales promotion.
– 128 –
• Social media advertising is the leading paid content distribution
method in North America as of July 2020, and 83% of B2B marketers
are using social media advertising to connect and engage with their
target audience.9
• Produces immediate results. Can be monitored in real time to see

response and activity as it’s happening.
• Dynamic and responsive marketing — adjustments can be made

instantly.
• Less expensive and more flexible to turn on and off than other forms
of advertising.

• Basic copywriting and persuasive communication essentials, pared
down to the bare minimum (only 280 characters on Twitter!).
• You’ll write creative ads to get attention, get the click, and convince
the prospect to take immediate action.
Learn How to Write a Social Media Ad

Campaign…
– 129 –
Example: Social Media Ad
– 130 –
Source: https://www.facebook.com/ads/library
– 131 –
42
Company Description:
Google My Business,
Review Sites, Directories
Make sure customers choose your client in Google+, Yelp, Angie’s List, and
others.
$25 to $500
What It Is:
• You’ll write the company profile — the basic information, or “elevator
speech” about your client that can be used in any context to
consistently describe the business quickly and succinctly.
• In some cases, you’ll write two sentences or less for the company bio
or description — on Twitter, for example, you only get 160 characters
for a bio.
How It’s Used:

• It’s important to use the same messaging and representation across
marketing channels and in social media profiles, directories, and
relevant review sites to establish familiarity with and recognition of
the brand.
• Google even frowns upon companies that have different descriptions,

contact information, locations, etc. across the different sites.
– 132 –
• Your clients need to put their best foot — or marketing message —
forward in any context and every situation.
• Consistency in descriptions and messages produces better results and

brand recognition.

• Make sure the most essential information about the company’s brand
and identity are included in key marketing messages and content —
every time.
• You can help your client create consistency by proposing a

comprehensive Key Message Copy Platform. (See Project #3.)
Learn How to Write a Company

Description…
– 133 –
Example: Company Description
– 134 –
43
Chatbot
Develop scripts for automated customer service chatbots to respond to common
inquiries.
$2,000
What It Is:
• A chatbot is the automated version of a person-to-person chat using
pre-programmed messages.
How It’s Used:

• Chatbots are used for everything from customer service and lead
generation to making direct sales and even delivering services.
• Chatbots can be installed on individual websites or can be used in

the direct messaging of social media platforms (Facebook Messenger,
Instagram Direct Message, etc.).

• Better open rates than email (typical email open rate is 15-30%, while
chatbots are opened up to 80% of the time).
• 90% of brands register measurable improvement in complaint resolution

thanks to chatbots. And chatbots raise average sales by 67%.10
– 135 –
• Most chatbot scripts are a total of 300 to 500 words.
• Copy MUST be conversational… like texting between friends.
• You design the flow of the conversation with options based on the
user’s choices to deliver a “choose your own adventure” type of
experience for your client’s customers and prospects.
• You deliver the script with the options mapped out to your client, and
someone else is responsible for programming and implementation.
Learn How to Write Chatbot Scripts…

Traditional Advertising Starts with “Just shut up and listen” Featured
article by Nick Usborne
– 136 –
Example: Chatbot
– 137 –
44
User Experience (UX)
Copywriting
Help users navigate a site or app while making every touchpoint with the user (from
product and order pages to transactional emails) purposeful and user-focused.
$150 to $1,000 per page

$100 to $500 per email
What It Is:
• UX copywriting is about making a genuine connection with the reader,
building trust by helping them achieve what they want most, and
maintaining that relationship by making sure they’re always thrilled
with their experience.
• It’s writing that is clear, concise, conversational, and consistent while

always making the user the top priority.
How It’s Used:

• UX copy can be used on websites, apps, and in email to provide a
positive user experience.
– 138 –
• Customers are increasingly expecting — and demanding — a good
user experience, so providing it gives companies a competitive
advantage.
• Providing a good user experience increases repeat website visits as

well as customer retention.
• There’s a high-impact return on investment (ROI). According to a

Forrester study, for every $1 a company invests in improving their
user experience, they can expect a return of $100. That’s a 9,900%
ROI.11

• Doing research and getting to know the client’s customer so that you
can write with empathy and impact.
• Working with the client to understand their brand voice and

personality so that your writing feels authentic and genuine.
• Writing copy that’s less about “selling” something and more about
connecting with and helping the reader in fun, creative, and impactful
ways.
Learn How to Write UX Copy…

How to Write High-Value UX Copy
– 139 –
Example: UX Copywriting
– 140 –
45
Direct Mail: Sales Letter
Package
Write persuasive copy for all elements of a printed sales promotion that is
mailed to prospects inside an envelope.
$1,500 to $5,000+ plus royalties
What It Is:
• A direct-mail sales letter package is a printed promotion for a product
or service sent to prospects through the mail (postal service) inside
an envelope.
• Typically comprised of an outer envelope, main sales letter, and order

device, it sometimes includes additional components such as a lift
note, flyer, or buckslip.
• A persuasive sales letter is the cornerstone of an effective direct-mail

package.
How It’s Used:

• This is a powerful format for connecting with prospects on a targeted
list, attracting new customers, and driving backend and frontend
product sales.
– 141 –
• Despite the proliferation of the Internet as a way to reach new prospects
and build the relationship with existing customers, marketers still send
out tons of letter packages, because they’re still highly effective.
• Data & Marketing Association (DMA) research shows that direct mail gets
a 9% average response rate, and not only does it get a direct response,
direct mail also drives further engagement online 92% of the time.12
• Direct mail also has a 29% ROI, behind email (at 124%) and social media
(at 30%) but ahead of paid search (23%) and online display (16%).13
• The sheer volume of emails the average person receives guarantees

many of them will be deleted without ever being opened. Prospects
are still more likely to open physical mail, addressed directly to them.

• Start with in-depth research and interviewing the client to learn
everything there is to know about the product and the offer.
• You’ll follow a classic direct-response copywriting format for effective

persuasive communication, following AWAI’s 4 P’s™: Promise, Picture,
Proof, and Push.
• A typical sales letter is 8 or 16 pages, and most packages also include

other components (such as a lift note, flyer, buckslip, and separate
order form) to help close the sale.
• A winning direct-mail promotion can be very lucrative — you can earn

royalties for years, as your client continues to use it in the mail.
Learn How to Write a Direct-Mail Sales

Letter…
– 142 –
Example: Direct-Mail Sales Letter Package
Source: http://www.whosmailingwhat.com
– 143 –
46
Direct Mail: Lead-Generation
Package
Write persuasive copy for all elements of a printed lead-generation promotion
that’s mailed to prospects inside an envelope.
$1,500 to $5,000+
What It Is:
• Similar to a direct-mail sales letter package (Project #45) in its
components, a lead-gen package has a very different purpose.
• Instead of persuading the prospect to make an immediate purchase,

the goal of a lead-gen package is to convince them to raise their hand
for more information or additional contact — to self-identify as an
interested party.
• A lead-gen package is mailed only to frontend (acquisition) lists.
• This type of package usually focuses on a free offer or trial (valuable

free report, free estimate, or other gift) that engages the prospect
and turns them into a lead for sales-team follow up. This is known as
a “hot list.”
How It’s Used:

• Grab interest and persuade prospects on a targeted list to respond to
a free offer and get more information and/or follow-up contact from
the company.
• Generate leads to build an email or direct-mail list for follow-up.
– 144 –
• Direct mail stands out as a much less-cluttered channel and can leave
a more lasting impression with potential leads.
• Because of the free offer, companies can cultivate a large list of

targeted “hot” prospects.

• You’ll want to understand who the ideal “lead” is and how the offer
plays into a follow-up sequence. The free offer is the focus of your
lead-gen package.
• You’ll follow classic direct-response copywriting techniques, but

remember it’s about generating action to get more information about
a product or service, not a direct sale.
• Every element in the lead-gen package supports the prospect’s

interest in taking an action to get the valuable free offer.
Learn How to Write a Lead-Generation

Package…
– 145 –
Example: Lead-Generation Package
This direct-mail package is for prospects to become leads for a reverse
mortgage. The offer is a free guide.
Source: http://perezworks.com/portfolio/reverse-mortgage-lead-
generation-direct-mail
– 146 –
47
Direct Mail: Renewal/
Retention Series
Write copy for a promotional campaign focused on getting current or former
customers to reorder a product or service from a company.
$1,500 to $2,500+
What It Is:
• A direct-mail renewal/retention campaign is a series of printed letters
or package inserts that are used to retain, renew, or upgrade current
or former subscribers/members, or to persuade current or former
product buyers to reorder.
• Typically a series of short 2- to 4-page letters targeted to existing

customers on the house list — people who have already purchased
and are familiar with the company’s products or services.
• Mailed as stand-alone promotions inside an envelope, or inserted as

flyers inside a product fulfillment package.
How It’s Used:

• To maintain subscription revenue and positive customer relationships.
• To announce upgrades and new products.
• To up-sell, cross-promote, or sell additional products.
– 147 –
• With an appealing reminder and incentive, current customers are
more likely to extend their subscription, purchase additional products,
or upgrade their service.
• Generates ongoing backend revenue, increasing the lifetime value of a

customer.

• Since your prospect is already a customer, you’ll remind them of
the many benefits and reasons they subscribed or purchased in the
first place, perhaps including additional benefits, upgraded service,
or a free gift or discount incentive for loyal customers who renew or
reorder.
• With a sense of urgency, you’ll offer motivation and justification to

continue the subscription or place a reorder for product.
Learn How to Write a Direct-Mail Renewal

Series…
– 148 –
Example: Direct-Mail Renewal Series
Source: http://malwarwick.com/services/acquisition-renewals-appeals/
– 149 –
48
Direct Mail: Magalog Self-
Mailer
Write a multi-page printed sales promotion, presented in the form of a
magazine or catalog, that’s mailed directly to targeted lists.
$9,000 to $15,000+ plus royalties
What It Is:
• Magazine + catalog = “magalog” — a piece of direct mail that looks
more like a magazine or catalog than a sales letter. A magalog is
typically 24 to 36 pages and mails by itself instead of inside an
envelope.
• Usually printed with a colorful, glossy magazine- or catalog-style

format, the main sales letter copy flows throughout the piece, around
sidebars and inset boxes highlighting supportive copy, such as
testimonials, endorsements, and information about premiums.
• Usually mails as a flat 8-1/2” x 11” at a higher postage rate; however,

a smaller version of this format (known as a “slim jim”) can be mailed
at the letter rate, saving on postage.
– 150 –
How It’s Used:
• This is a sales promotion in a magazine/catalog format, packed with
“secrets,” success stories and more. It is mailed to targeted lists to
generate sales.
• Because of its engaging format and magazine-style articles, prospects

tend to keep this type of promotion around longer, spend more time
reading it, and share it with friends and family.

• The longevity of the magalog means you can continue getting sales
for a longer period of time. This “tail” of orders can often make the
difference between success and failure.
• It can often serve the purpose as a “proof” piece — like a published

story.

• You’ll need to work more heavily with a graphic designer. The designer
will help work through the elements needed. You will need to write
more “sidebar” articles — little snippets of copy that are used as
gateways into the flow-through sales letter.
• You should understand the flow of a magalog and why copy is used as
gateways — and how to arrange the front and back covers.
• A winning magalog can be very lucrative — you can earn royalties for
years, as your client continues to use it in the mail.
Learn How to Write a Magalog…

– 151 –
Example: Magalog Front Cover and Inside
First Page
– 152 –
– 153 –
49
Direct Mail: Newsletter-Style
Self-Mailer
Grow leads, sales, memberships, etc. with an engaging, single piece that has
the look and feel of a newsletter.
$750 to $2,500+ plus royalties
What It Is:
• Direct-mail sales promotion in the format of a newsletter that’s sent
as a single folded, tabbed piece.
• Often a two-color, 12- to 24-page “special report” or “current issue”

with a masthead, sidebars, and flow-through sales copy that appears
to have an editorial feel to it, but is really persuasive in nature.
• May also be in the form of an oversized “tabloid” and have the look
and feel of a small newspaper.
How It’s Used:

• As a clever sales promotion in a newsletter format, packed with
editorial content.
• Because of its engaging format and newsletter-style articles,

prospects tend to keep this type of promotion around longer, spend
more time reading it, and share it with friends and family.
– 154 –
• The longevity of a newsletter-style self-mailer means you can
continue getting sales for a longer period of time. This “tail” of orders
and subscriptions can often make the difference between success and
failure.
• It can often serve the purpose as a “proof” piece — like a published

story.

• Copy needs to be persuasive but have a newsletter/editorial feel to it.
• You’ll need to work more heavily with a graphic designer. The designer
will help work through the elements needed. You will need to write
more “sidebar” articles — little snippets of copy that are used as
gateways into the flow-through sales letter.
Learn How to Write a Newsletter-Style

Self-Mailer…
– 155 –
Example: Direct-Mail Newsletter-Style
Self-Mailer
– 156 –
50
Direct Mail: Postcard or
Folded Double Postcard
Stay in the “keep” pile of mail and prompt action.
$750 to $1,500
What It Is:
• This common, simple form of a self-mailer is a very low-cost way to
reach prospects.
• Typically just 2 to 4 panels of copy — no envelope required.
• Sometimes includes a physical premium adhered to it — a sticker,

membership “card” (not authenticated yet), or product sample
(such as face cream in a small foil packet) — as a gift to encourage
reciprocity. (The prospect received a gift and is more likely to buy
something in return.)
How It’s Used:

• Postcards attract attention to and interest in a business, product,
or service. They are mailed to prompt an immediate response — to
generate leads, sell products, announce sales or special events — or
remind a customer of an appointment or service schedule.
• Serves as a visual reminder of the company’s products or services and

is likely to be retained for follow-up or future reference, especially if
there is a useful interest item, like a calendar or sports schedule.
– 157 –
• Affordable, easy to design and send.
• Immediate and lasting impact, as prospects are likely to hold onto a

postcard.
• Fresh way to attract attention.

• Short-format copywriting with all the essentials to grab attention,
provide enough relevant detail about the offer, and close with a clear
and motivating call to action.
• Add to presentation with graphic design elements — complementary

use of fonts, images, and color.
Learn How to Write Direct-Mail Postcard

Copy…
– 158 –
Example: Direct-Mail Postcard
Source: http://www.directmail.com/directory/marketingservices/
small_business/catalog/postcards/dental/thumbs/large_thumbs/dental_
brightSmile.jpg
– 159 –
51
Telemarketing Script
Script calls that are “welcomed,” leading to conversions.
$500 to $2,000
What It Is:
• You’ll use your copywriting and persuasive communication skills to
write a sales script for use by telemarketers via telephone.
How It’s Used:

• In B2C, telemarketing can be very effective with a target audience or
demographic that might still be more comfortable speaking to a “real
person” on the telephone.
• In B2B, telemarketing is used to generate leads, for pre-sales

qualifying and setting up appointments, and for “classic” cold calling.

• The telephone is still an effective method of reaching out to prospects
and customers through direct, person-to-person communication,
especially with the proliferation of mobile phones.
• In direct-response marketing, many clients still offer a toll-free

number for prospects and customers to call with questions, for
customer service, or to place an order.
• Scripts ensure consistency of quality and effective messaging among

all employees.
– 160 –
• The script for incoming or outgoing telemarketers must be friendly,
conversational, and succinct, in order to move the sales process
forward.
• You’ll need to make your script easy to read and deliver.
• Always close with an appropriate call to action — the specific next step.
Learn How to Write a Telemarketing Script…

– 161 –
Example: Telemarketing Script
Phone Script
Step 1. Call the company head office:
“Hi, may I please speak to contact name)?”
If “yes”, continue to Step 2
If “I’m sorry but he no longer works here...”
“May I please get the name of his or her replacement and can
you please transfer me to that person.”
If operator/switchboard asks any questions, please refer to FAQ’s
Step 2: You just reached the contact/contact administrator:
“Hi [contact name), this is your name calling on behalf of ABC Company
The reason for my call is to inform you of a 20-minute Webinar were

sponsoring called The Future of Loss Payee Notification. It features
how companies like Permanent General Insurance and Tower Hill
Insurance Group are reducing costs by 50% while virtually eliminating
risks. The Webinar is hosted by Dr. John Smith, a recognized expert in
the field.
“[contact name], I’d like to email you an invitation on this FREE

Webinar. Would that be okay with you?”
If “yes”
“Thank you. What is your email address?
If “no
“Is there someone else in your company we should be talking to?”
– 162 –
52
Brochure (3+ Panels)
Succinctly and clearly explain how a product/service benefits prospects.
$750 to $1,500 per page
What It Is:
• Brochures are take-away marketing pieces used to summarize a sales
presentation or provide additional information.
• In the interest of economy, this type of brochure is usually folded

in thirds to fit inside a standard business envelope or lobby stand.
4-panel versions are popular as well.
• Even with so much digital information available, printed brochures

are still popular for point-of-sale education, trade shows, and mailed
follow-up.
How It’s Used:

• Sales communication and support to help salespeople.
• Provides information and a physical presentation format that can be

given directly to a prospect or displayed in public places (lobbies,
waiting rooms).
• Brochures can be highly specialized for trade shows, or as reference

material (healthcare industry), or to feature additional technical
details of a product or service.
– 163 –
• Helps close the sale and educate prospects and customers.
• Generates leads and inquiries.
• Inexpensive to produce.

• Understand exactly what your client needs to accomplish with the
brochure.
• Think about what you want the prospect to do after reading it: Feel
confident about the product? Use the brochure as a reference? Call or
visit the website to order?
• Use a powerful headline, supportive subheads, and motivating,

informative body copy to coordinate with the visual presentation and
get the desired response from the reader.
Learn How to Write/Design a Brochure…

– 164 –
Example: Brochure
This 2-sided brochure has 4 panels that fold down to standard
envelope size.
– 165 –
53
Sales Enablement: One-Sheet
or Sell Sheet
Content for a standard, two-sided sheet to give sales reps excellent product
detailers to use with prospects.
$500 to $1,500
What It Is:
• A glossy, printed single sheet of information used in sales to quickly
present details about a featured product or service.
• Often 2-sided, this versatile sales communication can be tailored to

presentations and specific sales situations.
How It’s Used:

• Sales communication and support.
• Sent by mail, presented at a meeting or trade show, or distributed as

an email attachment to interested parties.
• Included in media or press kit for a new product launch.
– 166 –
• Provides consistent and accurate information and representation of
the product for salespeople and prospects.
• Gives the prospect a tangible reminder and information to reference.

• Copy must be clear and persuasive — short, punchy copy, with big,
bold benefits and reasons to choose THAT product.
• You’ll research and interview product managers, and perhaps test the
product, to write brief descriptions that highlight benefits, features,
and specifications.
Learn How to Write a Sell Sheet…

Inside AWAI Webinar: New Writing Niche Discovered! (Sales

Enablement) Here’s How to Plant Your Flag as a PIONEER in a Niche that
is Going to Launch THOUSANDS of New Writing Careers
– 167 –
Example: Sales Enablement Sell Sheet
– 168 –
– 169 –
54
Sales Enablement: Battlecard
Single sheet containing all the key points a salesperson might need when on
the phone or face-to-face with a prospect.
$1,000 to $2,000
What It Is:
• A 1-page reference document that gives a salesperson quick and easy
access to all the key information they may need to close a sale.
How It’s Used:

• Sales training and support.
• Used as a reference aid by salespeople to answer questions, overcome

objections, and close sales.
• This is for internal use by a company’s sales force only. Unlike a One-
Sheet or Sell Sheet, it is not meant to be given to prospects.

• Ensures that all salespeople are hitting the same points and generally
communicating the same thing to their prospects.
• Standardizes sales presentations and helps prevent salespeople from

“winging it.”
• Increases sales force confidence and preparedness, which increases

their close rates.
– 170 –
• Small chunks of benefit-rich, persuasive copy summarizing key
benefits of the company’s product, often with a section containing
comparison to similar competitors’ products.
• You’ll research information that’s contained in the company’s existing

marketing materials and condense it down to the essential and
most persuasive key points that will help the salespeople get their
prospects to take action and say yes.
Learn How to Write a Battlecard…

Sales Enablement Copywriting Mastery & Certification
– 171 –
Example: Sales Enablement Battlecard
– 172 –
55
Sales Enablement: Call Script
(5 versions)
$2,000 to $2,500
What It Is:
• Call scripts help salespeople say the right things, keep the call on
track, and have “lines” of persuasive copy they can use to avoid being
at a loss for words.
• You’ll most often write call scripts for cold prospecting calls and/or
lead follow-up calls.
How It’s Used:

• Sales training and support.
• Used by salespeople to ensure a smooth and successful call with a

prospect.

• Ensures that all salespeople are hitting the same points and generally
communicating the same thing to their prospects instead of ad-libbing
and “winging it.”
• Saves time and increases efficiency by keeping calls on track.
• Increases sales force confidence and preparedness, which increases

their close rates.
– 173 –
• You’ll have a meeting with the client to get information about the call
process, perhaps even ask a salesperson about their calls or monitor
a few calls to get a feel for how the product is being sold and current
“best practices.”
• You’ll research information that’s contained in the company’s existing

marketing materials, including a battlecard (Project #54) if one is
available and condense it down to the essential and most persuasive
key points to give salespeople effective “lines” they can use during a
call.
• Salespeople generally need the most help with the opener (to get the
conversation started) and the close (to propose the next step/present
the call to action), so these are important pieces of any call script.
Learn How to Write a Call Script…

– 174 –
Example: Sales Enablement Call Script
– 175 –
56
Sales Enablement: Cold
Prospecting Email Templates
(Package of 10)
$1,500 to $2,500
What It Is:
• Short, pre-written, fill-in-the-blanks emails for salespeople to use with
cold prospects.
• The package of 10 often includes variations on the pain point

addressed or variations on the next step call to action.
How It’s Used:

• Cold emails are conversation starters.
• Salespeople “fill in the blanks” and customize the templates to

address ONE prospect, to talk about ONE pain point problem, ONE
aspect of the product or service that solves the problem, and ONE
next step (call to action).
– 176 –
• Improves both efficiency and effectiveness of prospecting efforts.
• Provides consistent tactics and messaging across the sales force.
• Lets the sales team do what they do best … SELL! … rather than write
emails from scratch.

• Copy must be clear, engaging, and persuasive — these emails are
rarely more than 125 words.
• You’ll research, use their existing sales materials, and meet with your
client or some of their salespeople to gather the information you need
to write these conversational emails that trigger a prospect to take
the next step.
Learn How to Write Cold Prospecting Email

Templates…
– 177 –
Example: Cold Prospecting Email Template
Hi Jill,
I just read about your promotion to VP, Logistics. Congratulations!
If you’re like many new leaders in e-commerce distribution, you’re

feeling the pressure to reduce insurance costs.
Did you know that safer forklifts can help? In fact, our new line
of forklifts (featuring our groundbreaking COB safety system) is
cutting insurance costs for our clients 12-18%.
Would you be interested in finding out if you can get similar

savings?
If so, here’s a suggestion: Let’s hop on a quick Zoom call where

you can ask questions and get the answers you need.
Looking at my calendar, I have Thursday 2:15pm and Friday

8:45am free. Or, use my handy Calendly link.
Ranjeet
– 178 –
57
Sales Enablement: Follow-Up
Sales Email Templates
(Package of 10)
$1,500 to $2,500
What It Is:
• Short, pre-written, fill-in-the-blanks emails for salespeople to use
when following up with prospects to move them to the next stages of
the sales process.
• The package of 10 often includes variations on the next steps. A

typical project might include three or four emails for each call to
action that the sales team uses.
How It’s Used:

• These emails are used to get an initial meeting with the prospect,
follow up on requests for sales material (sell sheets or brochures, for
example), follow up on a proposal, and/or to follow up with webinar
invitees/attendees.
• Salespeople “fill in the blanks” and customize the templates to

address ONE prospect, to talk about ONE pain point problem, ONE
aspect of the product or service that solves the problem, and ONE
logical next step (call to action).
– 179 –
• Positions the salesperson as a resource instead of a pest.
• Provides consistent tactics and messaging across the sales force.
• Makes sales success replicable.

• Copy must be clear, friendly, and conversational — these emails are
rarely more than 150 words.
• You’ll research, use their existing sales materials, and meet with your
client or some of their salespeople to gather the information you need
to write these persuasive emails that trigger a prospect to take the
next step.
Learn How to Write Follow-Up Email

Templates…
– 180 –
Example: Follow-Up Sales Email Template
Hi John,
Just touching base again to set up a quick meeting.
As I mentioned, our new training program has helped

32 retail teams boost their upsell numbers by 15-34%.
My guess is, you’d like a “peek under the hood” and

evaluate for yourself how this training can benefit your
sales team.
A quick ZOOM meeting is the ideal way to do that.
Do either of these dates work for you?

• Thursday, 9am.
• Friday, 11am.
During the meeting, we’ll answer your questions,no

matter how tough!-and provide all the information you
need.
Ranjeet
– 181 –
58
Sales Enablement: Sales Deck
20 slides. Content only. Design not included.
$2,000 to $3,500
What It Is:
• A stack of presentation slides telling a benefit-rich “solution story” and
clearly presenting the price.
• You may write different sales decks for each type of product or service
your client sells.
How It’s Used:

• Salespeople pull from the sales deck to create a customized
presentation to close the deal with an individual prospect.

• Streamlines and standardizes sales efforts.
• Puts professional persuasive spin on messaging and copy for better

results.
• Lets the sales team do what they do best … SELL! … rather than get
distracted by spending time writing sales decks from scratch.
– 182 –
• Copy must be short and impactful — slides shouldn’t be overloaded
with words.
• As the copywriter, you should recommend ideas for images that help
convey the message. You are not responsible for the design of the
slides.
• Clients rely on you to tell a persuasive story that clearly outlines the
details, features, benefits, price, and what the customer can expect
from a product or service... and closes the deal.
Learn How to Write Sales Decks…

– 183 –
Example: Sales Deck
Source: Steve Slaunwhite and Kaye Hansen
– 184 –
59
Sales Enablement:
Sales Proposals
A multi-page document to introduce the product, set the price,
and ask for the order.
$500 to $750 per page
What It Is:
• A document that pitches the product, quotes a price, and asks for the
order.
• You may write different sales proposals for each type of product or
service your client sells.
How It’s Used:

• Salespeople customize the proposal template to pitch and close the
deal with an individual prospect.

• Streamlines and standardizes sales efforts.
• Puts professional polish on a critical document for better results.
• Lets the sales team do what they do best … SELL! … rather than write
proposals from scratch.
– 185 –
• Copy must be clear, direct, and persuasive.
• Proposals vary widely in length — typically anywhere from 5-25 pages

— and there may be technical and legal (non-promotional) sections of
the proposal written by others.
• In most cases, you’re not writing a proposal from scratch. You’re

improving an existing proposal.
Learn How to Write a Sales Proposal…

– 186 –
Example: Sales Proposal
– 187 –
60
Print/Space Ad
Captivate buyers with a compelling display ad inside a printed publication or
displayed in an online space.
$800 to $2,000
What It Is:
• Visual marketing message to quickly gain attention and awareness,
identify a problem, then present a solution with a strong call to action.
• Can be anywhere from a 2-page spread, full-page, partial-page,

or classified format in print to a small ad on social media, search
engines, websites, or inserted into emails.
How It’s Used:

• Companies use ads to build awareness, generate leads, and to make
sales.
• Used very effectively in printed B2C “interest” magazines, B2B trade

journals, newspapers, and other editorial publications. Online space
ads are effective for both B2C and B2B.
– 188 –
• Ads can reach a large, targeted audience at a relatively low cost and
with very little project coordination.
• Versatile — they can be used in a variety of formats — and the images

can tie elements of a marketing campaign together.
• Layout and design enhance a company’s brand and image.

• The basic ingredients are a strong headline, powerful visual image,
and body copy that’s limited to bare essentials.
• You help the client identify and focus on the biggest benefit and/or
application of their product or service.
• You’ll use your copywriting skills to balance images with words

— headline, subheads, bullets — and illustrations to quickly
communicate key points.
Learn How to Write a Print/Space Ad…

– 189 –
Example: Print Ad
Note: The yellow call-outs explain what makes this ad so effective.
– 190 –
Example: Space Ad
Note: Placement of space ads vary according to overall design and
function of a website. These two space ads are side by side on this web
page.
– 191 –
61
Advertorial
Position a product/service as THE solution via a magazine-style article.
$800 to $1,500+
What It Is:
• Advertisement + editorial = “advertorial” — a paid advertisement
written and designed to look like the editorial content in a magazine,
newspaper, or website… but the real purpose is to sell a product.
• Delivers useful and interesting content, such as a good article or

news story, but its main job is to move the prospect toward an idea,
promise, or benefit, and call them to action.
How It’s Used:

• Clearly identified in the ad itself as an “Advertorial,” “Paid
Advertisement,” or “Sponsored Content” (so as not to be misleading).
• Several advertorials can be used to publish a multi-page “advertising

supplement.”

• Higher readership than traditional advertising. A New York Times
study indicated readers spend the same amount of time on sponsored
articles as they do on traditional articles.
• Reader’s Digest tested advertorial vs. advertisement — advertorial

sold 81% more products.14
– 192 –
• Explain rather than pitch — less “hard sell.”
• Article format and tone — informative and newsy.
• Case studies and success stories work very well in advertorials.
• Save the sell until the end, and include a compelling offer with a
strong call to action.
• Typical advertorial is less than 1,000 words.
Learn How to Write an Advertorial…

12 Copywriting Projects to Make the Most Money Featured article by

Sandy Franks
– 193 –
Example: Advertorial
– 194 –
62
Trade Show Materials
Grab attention at busy shows with bold, customer-focused materials.
$1,000 to $3,000+ per project
What It Is:
• Materials used in trade show booths — brochures, giveaways,
registration (email opt-ins), signs, and more — designed to grab
prospects’ attention as they walk by.
• Also includes pre-show announcements and invitations, as well as

follow-up marketing and copy to build relationships and drive future
sales.
How It’s Used:

• Primary goal is to instantly grab attention and engage visitors to
encourage follow-up.
• Promote a special “trade show only” deal, exhibit, presentation, or

event.
• Sales communication and support.
• Lead generation and sales.
– 195 –
• Companies spend a fortune participating in trade shows and want to
make sure their investment was well worth the cost.
• Trade shows can provide a tremendous return on investment (ROI)

and competitive advantage… if your client can stand out at the trade
show and connect with prospects.

• Persuasive copywriting techniques on a larger scale. Fewer words with
more visual impact.
• Focus on the biggest, most important benefit to the prospect.
• Coordinate all copy and materials to consistently motivate the

prospect to take one clearly defined and specific action while they’re
at the show (e.g., register or sign up for email list through a contest
or giveaway).
Learn How to Write Trade Show Materials…

– 196 –
Example: Trade Show Materials
Source: https://electrodestore.com/pages/trade-shows
– 197 –
63
Radio Commercial Script
Stand out with a clever concept and copy for a 30- or 60-second spot to
increase brand awareness.
$1,200 to $1,500
What It Is:
• Still a valuable marketing channel, radio commercials are very
effective for reaching a target market segment every day: people in
their cars, driving to or from school or work.
• You’ll write a script for sales communication over the radio, translating
your copywriting and persuasive skills into an effective sales message.
How It’s Used:

• Brand awareness, publicity, lead generation, and sales.
• B2C, B2B, and Cause Marketing all use radio advertising, because the
full spectrum of business buyers and decision makers are listening
on their way to work every day — CEOs, executives, entrepreneurs,
managers, and professionals.
– 198 –
• Direct reach in local market.
• More personal and engaging than an email or social media post.
• Unique — as more and more businesses focus their marketing and

communication online, radio stands out.

• Make your script easy to read and deliver.
• Keep it simple. Make every word count in a short, fixed time span —
a 30-second commercial is generally less than 100 words.
• Always close with an appropriate call to action — the specific next step.
• Use copywriting basics with a strong “headline” promise, picture,

proof and push, then close with a specific call to action. Use a
memorable toll-free phone number or web address, and include
urgency — a time limit to respond immediately.
Learn How to Write Radio Commercial

Scripts…
Writing Radio Commercials for Fun and Money (Part 1) Featured article
by Steve Slaunwhite
– 199 –
Example: Radio Commercial Script
Source: https://www.voices.com/documents/secure/voices.com-
commercial-scripts-for-radio-and-television-ads.pdf - page 17
– 200 –
64
Radio Commercial
Script (Direct Response/
Direct Sale/Infomercial)
Generate immediate orders with an appealing sales spot.
$1,500 to $2,000
What It Is:
• Because a direct-response radio commercial is often longer than
typical 30- to 60-second radio commercials… and because they drive
immediate, measurable, and valuable responses… clients often pay
more.
• You’ll write a script for direct-response sales communication over the

radio (car and satellite), translating your persuasive skills into an
effective sales action.
How It’s Used:

• Many people listen to news and talk radio programs, which are
effective channels for advertising by national companies for brand
awareness, publicity, and lead generation.
• The difference with direct response is to include a mechanism by

which the results of the commercial can be tracked and measured,
with a unique toll-free phone number, a special promo code, or a
quick and easy-to-remember URL to a landing page.
– 201 –
• Offers can be tied directly to the subject and topic of the radio
program, establishing your client as a trusted resource and authority
on the subject.
• Unique — as more businesses focus their marketing online, radio

stands out.

• Make your script easy to read and deliver. A common formula is
problem-solution-act.
• Keep it simple. Make every word count in a short, fixed time span —
you’ll generally need to write about 200 words for each minute of the
commercial.
• Always close with an appropriate call to action — the specific next

step.
• Information and details must be instantly memorable, and repeated

several times — keep in mind, your prospects are driving and can’t
drop everything to write information down, call or visit the website
right away.
Learn How to Write Direct-Response Radio

Commercial Scripts…
Writing Radio Commercials for Fun and Money (Part 1) Featured article
by Steve Slaunwhite
– 202 –
Example: Direct-Response Radio
Commercial/Infomercial
Announcer:
Ladies, throw away those do nothing diet pills! Now there’s a
proven way to lose weight fast.
It’s called Fat Buster and it can give you visible results in 20
days! Guaranteed.
The trouble with weight loss pills is that they only do part of
the job. Sure, they might block fat, but what about the fat you
already have? And what about the carbs that turns into fut?
Fat Buster is a great-tasting chocolate shake that delivers a

complete “fat attack formula.” It burns and blocks both fat and
carbs 24 hours a day... while you work and while you sleep.
Testimonial:
Fat Buster is amazing. I lost 19 pounds in 2 weeks!
Announcer:
Fat Buster is so effective, you’re guaranteed to see visible
results in 20 days or your money back
But if you’re not convinced, try it FREE! Just call in the next
20 minutes and we’ll give you a one-month supply of Pat
Buster FREE. No strings. No obligation.
Hurry! To get your free sample of Fat Buster, call 1-800-123-

4567. That’s 1-800-123-4567. -800-123-4567.
Source: https://www.copyblogger.com/60-second-copywriting/
– 203 –
65
TV Commercial Script
Make a big impression with a strong 30- or 60-second spot.
$1,000 to $1,800
What It Is:
• Most TV commercials are written and produced by ad agencies, but
you may be asked to write a script for a local business or direct-
response client.
How It’s Used:

• Brick-and-mortar stores in a local market use TV commercials
to attract local customers. Think car dealers, furniture stores,
restaurants, urgent care clinics, anything local.

• Great way to connect with local community and build relationships.
• Simple 30- or 60-second spots can be produced and run on a small

budget.
– 204 –
• Introduce the business quickly and give viewers a reason to visit their
location.
• Balance and sync the audio and visual elements of the message with
a 2-column script.
• 3-step formula to deliver a clear and complete message in one

viewing:
1. Say it. The lead sentence in a commercial is like the headline

in a print ad. It must grab the viewer’s attention, immediately
reach and speak out to the appropriate audience for the
message, and motivate the viewer to take action.
2. Explain it. If your lead is successful, you’ll have only a few

seconds to share additional details. Keep it simple.
3. Repeat it. Remember that your audience is not necessarily

a captive one. Attention spans are extremely short. Repeat
the lead with a specific and clear (easy-to-remember) call to
action.
– 205 –
Example: TV Commercial Script
Source: http://slideplayer.com/slide/10931927/
– 206 –
66
Store Sign/Poster
Excite in-person shoppers via store signs and posters with short, powerful
messages about special sale offers, trial offers, etc.
$250 to $500 per sign or poster
What It Is:
• Point-of-sale marketing: store signs and other materials (stickers,
banners, tags, dressing room promo pieces, window cling seals).
• Brief, visually attractive messages to inform or direct prospects and

customers to the featured product, loyalty program discount, etc.
How It’s Used:

• Motivates prospects to buy the product when it’s right there in front of
them.
• Grab attention, attract prospects and interest. Overcome any

hesitation to buy with clear benefits and information.

• Sales!
• Signs are cost-effective, self-service marketing that help the prospect

easily find what they’re looking for AND discover items they weren’t
looking for (impulse items) to add to their purchase.
– 207 –
• Complete, clear, and concise statement of message.
• Feature product reviews, testimonials, special offers, giveaways,

comparison charts.
• Complement message with graphic design elements — fonts, color,

eye-catching images, etc.
Learn How to Write/Design In-Store

Signs…
– 208 –
Example: In-Store Sign
Source: https://pathtopurchaseiq.com/cvs-bets-store-signage
– 209 –
67
Annual Report
Make sure the Company Overview is uniquely appealing to investors.
$5,000 to $10,000
What It Is:
• A comprehensive report on a company’s activities throughout the
preceding year, intended to give shareholders and other interested
parties information about the company’s activities and financial
performance.
• For publicly owned corporations, annual reports have been a

Securities and Exchange Commission (SEC) requirement since 1934.
How It’s Used:

• Corporate communications beyond financial — the overall objective
is to persuade the general public, employees, investors, media,
partners, and customers that this is a great company with a bright
future.
• From Business.com: “When done well, an annual report will clearly

communicate the values and goals of a brand, the key and most
exciting metrics, the major achievements for the year, some of the
key players, and a call to action.”15
• Presentation and distribution varies, from a simple, 1-page email to

comprehensive, multi-media productions.
– 210 –
• Presents the company to the public in the best possible spotlight for
marketing and PR.
• Reassures shareholders and attracts new investors.
• Reinforces your client’s authority, longevity, and credibility.

• As a copywriter, you’ll be writing the informational and promotional
parts of the annual report vs. the financial reporting section.
• Conversational, optimistic writing, style, and tone.
• Use Key Message Copy Platform for consistent messaging.
• High-profile piece. Expect feedback and requests for revisions from

everyone involved, from the marketing manager and PR director to
the VP and CEO.
Learn How to Write an Annual Report…

– 211 –
Example: Annual Report
– 212 –
68
Resumes and Personal
Branding Profiles
Help professionals make their best impression in front of prospective
employers, speaking opportunities, and other opportunities.
$2,000 for bundled resume and LinkedIn profile
What It Is:
• Resumes help job-seekers, career changers, speakers, etc. present
themselves in the best light, with a document that showcases their
top skills and achievements.
• Personal Branding Profiles include individual LinkedIn profiles, videos,

etc. — similar to resumes, but expanded into a whole new category of
professional online profiles.
• The resume and the LinkedIn profile are two configurations of the
same information.
How It’s Used:

• Professional resumes and personal branding profiles are a must
for individuals working in high-level corporate jobs and for anyone
seeking a new job or a career change.
• They’re also important for business owners, entrepreneurs, and inventors.
• You can even offer to write a profile/resume in the form of a sales

letter, complete with call out to a target audience and call-to-action
(AWAI member Don Burns told us he charges around $2,500 for that
extra work).
– 213 –
• An objective, professional writer can identify career strengths that
help the client stand out and impress potential employers and others.
• Clients no longer have to struggle with trying to “toot their own horn”
— figuring out what’s best to highlight from their career or how to
present their achievements.

• The key element is NOT the writing — it’s the client interview —
usually 4 hours over 2 to 3 phone conversations. This lays the
groundwork for an unbeatable resume and profile.
Learn How to Create Resumes and

Profiles…
The Pro Resume Writer Program
– 214 –
Example: Resume and Personal Branding
Profile Excerpts
– 215 –
Source: http://executivepromotionsllc.com/
– 216 –
69
Proofreading/Editing
This valuable skill helps companies avoid errors before publishing content.
$20 to $75/hour, OR $0.03 to $0.05/word
What It Is:
• Proofreading is the professional service of reviewing copy/content to
identify and correct typos, grammatical errors, inconsistencies, and
missing information.
• Editing is the art and science of reviewing copy/content to make

sure the flow is smooth and consistent, the brand voice is correctly
represented, and nothing is awkward or stopping the reader
throughout the text. Editors often make substantive copy suggestions
to improve the content.
How It’s Used:

• For all the project types in this report, companies rely on proofreaders
and editors to make sure the content is clean, error-free, and
consistent before it reaches the audience.
• Some professionals offer just proofreading services, while others offer

proofreading AND editing. The proofreader/editor is more valuable,
because the scope is more in-depth; it requires a deeper knowledge
of the company and its products.
– 217 –
• Simply put, clients want to publish effective and error-free marketing
content!
• Quite often, the original writer, and even in-house reviewers, may
fail to notice errors or inconsistencies, because they’re so zoned in
on the overall marketing message. It’s well worth the investment to
hire a trained proofreader/editor who offers an objective, professional
perspective with an eye for detail.

• Proofreader: You’ll need to know grammar/punctuation standards
(such as in the Chicago Manual of Style) and how to professionally
mark documents for correction.
• Editor: You’ll combine your proofreading knowledge with your

understanding of the different project types (how they work most
effectively), as well as your client’s brand standards (voice, copy
style, punctuation preferences, industry jargon, etc.).
Proofreading/Editing Tips…
Write Now! Persuasive Writing Prompts: Powerful Proofing Tips
– 218 –
Example: Proofreading/Editing
Source: http://www.clearedit.co.nz/proofreading.php
– 219 –
70
Event Materials
Make an impression at sales meetings, awards banquets, etc.
$1,000 to $3,000+ per event
What It Is:
• Sales meetings, annual awards banquets, customer appreciation
days… these are just three examples of special events that may
require copywriting for a theme, program, or other event materials.
How It’s Used:

• Brand recognition, celebration, employee or sales team motivation/
rewards.
• Program materials and giveaways.

• Special events bring people closer together — employees, customers,
salespeople, and business partners.
• A positive event can inspire and motivate employees and associates to

work harder and achieve greater results.
• A customer-oriented event can generate goodwill, strengthen

customer relationships, and increase sales.
– 220 –
• Work with your client to develop the overall theme and match
copywriting needs to fit the event.
• All materials and giveaways should support the theme and use the
same tagline or slogan.
Learn How to Write Event Materials…

– 221 –
Example: Event Materials
Source: http://www.crossettnews.com/24th-annual-customer-
appreciation-event/
– 222 –
71
Speech Writing
Get a standing ovation for your client at business gatherings, fundraising
dinners, etc.
$3,000 to $5,000+
What It Is:
• Many corporate officials and business executives are called upon to
make a speech at some point.
• Speeches are needed to inform the public, the media, shareholders,

and employees.
• Generally, 15 to 20 minutes in length, 2,400 to 3,200 words.
How It’s Used:

• Announce company news and events.
• Address groups at industry events or gatherings.
• Support the company’s prestige and name recognition.

• The thought of speaking in public makes most people queasy, so it
helps to have written material and support.
• A great speech can advance the speaker’s career and reputation.
– 223 –
• Know your message.
• Find your client’s “voice” and use it effectively throughout the speech.
• Make your script easy to read and deliver.
• Speechwriting is a fun, exciting, and “different” way to freelance

without writing a word of marketing copy!
Learn How to Write a Speech…

Speech Writing Success! The Craft and Business of Speech Writing
– 224 –
Example: Speech Writing
Speech by Dan Shea

VP, Human Resources, UPS
Human Resources Professionals Association of Ontario
2005 Annual Conference, Toronto, Ontario
February 3, 2005
Corporate Social Responsibility
Thank you for that kind introduction, and good morning everyone. I hope
you’re all enjoying this terrific conference so far. I know I certainly am. I’m
really looking forward to the upcoming sessions, as well as the usual hallway
debates and lively discussions.
But first, I have a job to do.
I’m here to talk about Corporate Social Responsibility. So let me begin by
asking you a few-well, admittedly loaded questions.
• What does finding a new community centre in a small town in eastern
Ontario have to do with building shareholder equity?
• How does renovating a safe haven for young women in trouble help with
hitting quarterly revenue targets?
• What possible impact does sorting and distributing food for the homeless
have on increasing sales and marketshare?
I know what some of you are thinking at this point. “Oh no! Another warm and
fuzzy screed about good deeds and big donations!” But please stay with me for
a few moments longer. I promise you’re in for a few surprises
You see, as Human Resource professionals, we believe deeply – some of us,
even, passionately — that expanding opportunities for people, and helping them
actualize their potential, has a direct impact on the corporate bottom line.
In short, we’re all in the “people business.”
But which people are we talking about?
– 225 –
72
Ghostwriting a Book
Prepare an excellent memoir or business book for a client.
$5,000 to $10,000+
What It Is:
• A “ghostwriter” is a person who writes books, articles, and speeches
for which someone else takes the credit (legally!).
• A celebrity, politician, or well-known businessperson might hire

someone to actually write their story for them.
How It’s Used:

• Publishing a book instantly bestows a badge of credibility and respect
to the author as an authority in their field.
• The book might be a celebrity or professional memoir, or a business

book for training, education, or self-help.
• Books also can be used to drive traffic online and generate leads.

• Celebrity tell-alls or inspirational memoirs can become instant
bestsellers.
• Successful books generate lots of publicity and attention.
• Most prominent people who have interesting or newsworthy stories

have no time or inclination to sit down and write the book themselves.
– 226 –
• Dedicated process of writing, publishing, and promotion.
• Record audio conversations with subject or adapt private journals.
• Interviews with client to coordinate the outline.
• Work with client to edit and revise. Publisher may be involved to guide
the process.
• Confidentiality and Non-Disclosure Agreement may be required.
Learn How to Ghostwrite an E-Book…

Example: Ghostwriting a Book

Note: It’s difficult to find an example of a ghostwritten book or article
because it was… ghostwritten!
– 227 –
73
“How-to” Guide or “Tips”
Booklet
Create helpful guides and booklets for customers.
$500 to $1,000+
What It Is:
• More interactive and specific than a book or lecture, “how-to” guides
teach by example, providing step-by-step information to complete a
certain process or task while also promoting the brand.
• Guides and booklets can be produced for many purposes and in

different formats, both printed and electronic.
How It’s Used:

• Create brand awareness and authority.
• Engage prospects and customers by offering something of value

relevant to the product or service, thereby generating leads.
• “Onboard” a new customer by showing them how to use a product

or service most effectively. Success with a product leads to greater
customer satisfaction.
– 228 –
• Prospects and customers appreciate a handy, “how-to” reference
guide to be used with a product or service they buy.
• Saves time and money by addressing routine customer service issues.
• Creates loyal, active customers who become brand ambassadors.

• Clear, helpful copy with step-by-step instructions.
Learn How to Write a “How-to” or “Tips”

Booklet…
– 229 –
Example: “How-to” Guide
Source: https://www.naturalstoneinstitute.org/default/assets/File/stone-
professionals/commercial_care_clean.pdf
– 230 –
74
Product or Program Naming
Develop a pipeline of excellent product name ideas and taglines.
$1,000 to $3,000
What It Is:
• Product names and taglines are the foundation of product
identification, character, and recognition. So they’ve got to be
memorable, relevant, unique, and catchy.
• Consider all of the marketing messages and selling statements about

a product or service to come up with the perfect product name and
slogan.
How It’s Used:

• Brand identity and instant recognition.
• Product names and a short, catchy slogan or tagline are used

EVERYWHERE, in every marketing message, sales communication,
and verbal reference for the rest of the product’s life — it’s like
naming a baby!
– 231 –
• Having a catchy, memorable identity can ensure the long-term
success of a product.
• A catchy product name creates brand awareness, recognition, and

loyalty.

• Research and familiarity to know the product inside and out.
• Brainstorming and testing, as well as market research.
• Keyword research can be extremely helpful in generating ideas.
Learn How to Create a Product Name and

Slogan…
– 232 –
Example: Product Names
Source: https://twitter.com/ProcterGamble/
status/478927110602379265/photo/1
– 233 –
75
Training Manual
(Non-Software/Technical)
Provide effective employee training for call centers, processes, etc.
$2,000 to $5,000+
What It Is:
• Training manuals contain detailed information about how to perform
specific job tasks in a company.
• Job descriptions, duties, and performance requirements are often

included.
• Company-wide policies and information may be included as well.
How It’s Used:

• Onboarding new employees.
• Ongoing training and performance reviews.

• Contributes to smooth workflow and continuity during transitions as
employees come and go.
• Establishes corporate culture and expectations.
• Results in consistent job performance and company philosophy.
– 234 –
• Research and interviews.
• Copywriting skills to write clear and practical processes.
• A very organized approach, with table of contents, procedures, show-

and-tell images, and more.
Learn How to Write a Training Manual…

– 235 –
Example: Training Manual
Source: https://online.visual-paradigm.com/flipbook-maker/templates/
training-manuals/
– 236 –
76
Employee/HR Materials
Explain employee benefits info/guidelines to workers at all levels.
$2,000 to $5,000+
What It Is:
• Wikihow: “A human resource manual is a document detailing an
organization’s policies regarding employee management and the
relationship between managers and employees.”
• Company-wide policies and information on various subjects.
How It’s Used:

• Essential for communicating an organization’s workplace policies.
• Often referenced in legal proceedings.

• Contributes to smooth workflow and continuity during transitions as
employees come and go.
• Establishes corporate culture and expectations.
– 237 –
• Input from many stakeholders and legal review team.
• Research and reference previous manuals as a starting point.
• Requires an organized approach to gathering information and writing

procedures.
Learn How to Write Employee/HR

Materials…
– 238 –
Example: Employee Handbook
Source: https://host-bliss.com/employee-training-manual-template.
html/employee-handbook-template-6-free-pdf-doc-download-regarding-
employee-training-manual-template
– 239 –
77
Welcome Packet
Help new members/subscribers/buyers understand all the benefits and
“how-to’s,” and reinforce their decision to buy.
$2,000 to $5,000+
What It Is:
• A welcome packet is typically a comprehensive printed package of
information and materials sent to new buyers through the mail or
electronically via email.
• It welcomes new customers to a company, product, service,

subscription, or membership program.
• Commonly used for new members of health insurance plans, credit

unions, travel clubs, etc.
How It’s Used:

• Immediately engage new customers with the product or service.
• Show how the membership, product, or service works.
• Answer commonly asked questions.
• Reduce customer service issues.
• Transform a prospect or new buyer into a committed and loyal

customer.
– 240 –
• Reduces returns and refunds.
• Creates a loyal customer who will actively promote their product with
positive word-of-mouth marketing and referrals.

• Understand what you want to achieve with the welcome packet.
• Clear, conversational writing to educate and support new customers —

no hype.
Learn How to Write Welcome Materials…

– 241 –
Example: Welcome Packet
Source: https://redbooth.com/blog/welcome-packet
– 242 –
78
Copy Critique
Strengthen results with a professional review and recommendations.
$400 to $1,200+
(depending on copy length, or charge by the hour)
What It Is:
• An objective review of any form of copywriting, such as an ad,
sales letter, landing page, email marketing campaign, or direct-mail
package.
• Written report analyzes copy in detail — what works, what doesn’t —

and provides recommendations and suggestions for improvement.
How It’s Used:

• Help clients improve or refresh a marketing campaign.
• Offer a second opinion; review and propose new ideas.

• Primary reason is a limited budget. A top-notch direct-response
copywriter charges well into five figures for a package, and in many
cases, a royalty or commission on top of that.
• The prospective client might not be willing or able to meet those

terms. In such situations, a critique is an appealing alternative.
– 243 –
• Copywriting expert Bob Bly follows a 9-step process:
1. Scan.
2. Identify the big idea.
3. Body copy should be powerful.
4. Look for credibility.
5. Check for missing information.
6. Look for contradictions or info that doesn’t belong.
7. Flow and momentum.
8. Identify points that are buried and need to be brought forward.
9. Check for accuracy and errors.
• Read and study the package carefully, several times, and mark it up
with notes and comments to review and discuss with client.
Learn How to Do a Copy Critique…

– 244 –
Example: Copy Critique Outline of Terms
– 245 –
79
Collateral Audit
Review company materials (all channels) to drive consistent results.
$100 to $200 per hour
What It Is:
• In marketing and sales, collateral is the entire collection of content
and material created to sell the product or service. May include online
and print/offline materials.
• In an audit, collateral is reviewed and analyzed for cohesiveness and

effectiveness in overall messaging, consistency, tone, and approach.
How It’s Used:

• As a professional copywriter, you can offer your services as a
consultant to audit your client’s existing collateral to identify
weaknesses in messaging or process and suggest improvements.
• Often leads to additional assignments and projects for you to fix the
problems you’ve identified.

• As a company and product evolve, marketing messages, channels and
strategies need to evolve as well to stay up-to-date and competitive.
• A periodic review and update of all marketing materials is critical

to implementing new ideas and refreshing overall consistency in
messaging and branding.
– 246 –
• Thorough review of the client’s existing collateral and competitive
analysis, using step-by-step process and checklists.
Learn How to Conduct a Collateral Audit…

Example: Collateral Audit

You can take a look across all the client’s materials to identify any
inconsistencies.
– 247 –
80
Marketing Strategy,
Planning, Consulting
Improve outcomes with a fresh look at various marketing approaches.
$100 to $200 per hour
What It Is:
• Beyond copy critiques, offer your client a marketing plan with specific
strategies, ideas, advice, and recommendations.
• Objectives are broader and more ambitious than writing a single

direct-mail package or email campaign.
• Improve overall marketing plan and strategy going forward.
How It’s Used:

• Streamline overall marketing strategy.
• Improve or refresh a marketing campaign.
• Offer a second opinion; review and propose new ideas.
– 248 –
• Access to expertise not available in-house.
• More affordable to engage an outside consultant on a project basis, as

needed, instead of hiring a full-time, senior-level copywriter.
• Fresh viewpoint with outside perspective and wider knowledge of the

industry and market.

• Comprehensive approach to present an overview of the market,
competition, and positioning of the product.
• Ideas for new concepts and strategies, with rough draft examples.
Learn Marketing Strategy, Planning, and

Consulting…
– 249 –
Example: Consulting Services
Source: https://www.bly.com/newsite/Pages/consultation.php
– 250 –
About AWAI’s Copywriter
Training Programs
In 1997, just two years after the launch of the “commercial Internet,” American
Writers & Artists Institute (AWAI) opened its doors to provide programs that
equip copywriters with the critical skills for writing effective direct-response
marketing copy, for use both online and off.
Today, we offer hundreds of in-depth training programs, events, membership

sites, and other resources to help copywriters and marketers thrive.
We invite you to explore everything AWAI offers you, including our Product
Catalog, Calendar of Live Events, Free Article Archives, and the following
additional resources:
• The Accelerated Program for Seven-Figure Copywriting — the

foundation for sales letters as well as all other types of direct
response copywriting
• The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter

— tried-and-true copywriting fundamentals to be successful with ANY
project, not just sales letters
• B2BWritingSuccess.com
• TheBarefootWriter.com
• ProfessionalWritersAlliance.com
• Digital Copywriter
– 251 –
Sources: Facts and Figures
1. Grand View Research: Business-to-Business E-commerce Market Size,

Share & Trends Analysis Report
2. HubSpot: The Ultimate List of Marketing Statistics
3. Hubspot: The Ultimate Guide to B2B Marketing
4. BuzzSprout: Podcast Statistics and Data
5. Content Marketing Institute/MarketingProfs: B2B Content Marketing

Benchmarks, Budgets, and Trends
6. Pew Research Center: Three-in-ten Americans Now Read E-Books
7. DigitalMarketer: 49 Split-Tests That (Almost) Always Boost Conversions
8. Search Engine Journal: Social Media Usage Statistics For Digital Marketers
In 2022
9. AdEspresso by Hootsuite: 40 Social Media Advertising Statistics that

Matter to Marketers in 2021
10. 99 Firms: Chatbot Statistics
11. Bluespace: 20+ Powerful UX Statistics
12. DMA: What is The Response Rate From Direct Mail Campaigns?
13. PostGrid: Direct Mail Statistics
14. Native Advertising Institute: The Ultimate Guide to Advertorials
15. Business.com: 9 Awesome Online Annual Report Examples
– 252 –

Rep in Demand Projects

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Rep in Demand Projects

Uploaded by

Copyright:

Available Formats

In-Demand

American Writers & Artists Institute

© American Writers & Artists Institute, All rights reserved.

1. Site Content Audit and Report . . . . . . . . . . . . . . . . . . . . 8

3. Key Message Copy Platform . . . . . . . . . . . . . . . . . . . . . 14

4. Home Page Content: SEO and Sales-Conversion Copy . . . . . . . . 17

5. Category Page Update: SEO and Sales-Conversion Copy . . . . . . . 20

6. Product Page Update: SEO and Sales-Conversion Copy . . . . . . . . 23

7. Order Page/Shopping Cart Sequence . . . . . . . . . . . . . . . . 26

8. New Page: SEO and Sales-Conversion Copy . . . . . . . . . . . . . 29

10. Online Sales/Landing Page for a Single Promotion . . . . . . . . . . 35

11. Lead-Gen Landing Page . . . . . . . . . . . . . . . . . . . . . . . 38

14. Editorial Piece for a Newsletter . . . . . . . . . . . . . . . . . . . 47

15. Blog Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

16. Blog Editorial Calendar and Post Series . . . . . . . . . . . . . . . . 53

17. Pillar Post . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

18. “How-to” Guide or Tour . . . . . . . . . . . . . . . . . . . . . . . 59

20. Long-Form Video Sales Letter (VSL) Script . . . . . . . . . . . . . . 65

21. Short Online Video Script . . . . . . . . . . . . . . . . . . . . . . 68

22. Podcast Script . . . . . . . . . . . . . . . . . . . . . . . . . . . 71

23. Frequently Asked Questions (FAQs) . . . . . . . . . . . . . . . . . 74

24. Case Study/Customer Success Story . . . . . . . . . . . . . . . . 77

25. White Paper (aka Special Report) . . . . . . . . . . . . . . . . . . 80

28. Autoresponder/Funnel Emails (Series) . . . . . . . . . . . . . . . . 89

29. Stand-Alone Email . . . . . . . . . . . . . . . . . . . . . . . . . 92

31. Pay-Per-Click (PPC)/Adwords Campaign . . . . . . . . . . . . . . . 98

32. Complete Website Re-Design with Copywriter Overseeing Content Flow101

33. In-Person Training for Staff Writers . . . . . . . . . . . . . . . . . 104

34. Presenting to Other Company Employees . . . . . . . . . . . . . . 107

35. Training Video Script/Tutorial . . . . . . . . . . . . . . . . . . . . 110

36. Teleseminar/Webinar Script . . . . . . . . . . . . . . . . . . . . 113

37. Survey Wording . . . . . . . . . . . . . . . . . . . . . . . . . . 116

38. Competitive In-Depth Analysis . . . . . . . . . . . . . . . . . . . 119

39. Social Media Setup . . . . . . . . . . . . . . . . . . . . . . . . 122

40. Social Media Management: Facebook, Twitter, and More . . . . . . . 125

41. Social Media Ad Campaign . . . . . . . . . . . . . . . . . . . . . 128

43. Chatbot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135

44. User Experience (UX) Copywriting . . . . . . . . . . . . . . . . . 138

45. Direct Mail: Sales Letter Package . . . . . . . . . . . . . . . . . 141

46. Direct Mail: Lead-Generation Package . . . . . . . . . . . . . . . . 144

47. Direct Mail: Renewal/Retention Series . . . . . . . . . . . . . . . 147

48. Direct Mail: Magalog Self-Mailer . . . . . . . . . . . . . . . . . . 150

49. Direct Mail: Newsletter-Style Self-Mailer . . . . . . . . . . . . . . 154

50. Direct Mail: Postcard or Folded Double Postcard . . . . . . . . . . . 157

51. Telemarketing Script . . . . . . . . . . . . . . . . . . . . . . . . 160

52. Brochure (3+ Panels) . . . . . . . . . . . . . . . . . . . . . . . 163

53. Sales Enablement: One-Sheet or Sell Sheet . . . . . . . . . . . . . 166

54. Sales Enablement: Battlecard . . . . . . . . . . . . . . . . . . . 170

55. Sales Enablement: Call Script . . . . . . . . . . . . . . . . . . . 173

56. Sales Enablement: Cold Prospecting Email Templates . . . . . . . . 176

57. Sales Enablement: Follow-Up Sales Email Templates . . . . . . . . . 179

58. Sales Enablement: Sales Deck . . . . . . . . . . . . . . . . . . . 182

59. Sales Enablement: Sales Proposals . . . . . . . . . . . . . . . . . 185

60. Print/Space Ad . . . . . . . . . . . . . . . . . . . . . . . . . . 188

61. Advertorial . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192

62. Trade Show Materials . . . . . . . . . . . . . . . . . . . . . . . 195

63. Radio Commercial Script . . . . . . . . . . . . . . . . . . . . . . 198

64. Radio Commercial Script (Direct Response/Direct Sale/Infomercial) . . 201

66. Store Sign/Poster . . . . . . . . . . . . . . . . . . . . . . . . . 207

67. Annual Report . . . . . . . . . . . . . . . . . . . . . . . . . . . 210

68. Resumes and Personal Branding Profiles . . . . . . . . . . . . . . 213

69. Proofreading/Editing . . . . . . . . . . . . . . . . . . . . . . . . 217

70. Event Materials . . . . . . . . . . . . . . . . . . . . . . . . . . 220