nick usborne's guide to online copywriting
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Excess Voice Newsletter
Oct 2008, Issue # 166
In this issue:
>> Intro: Still learning
>> Review: Just my stuff...
>> Article: Writing in your natural voice is not a technique to be learned.
>> Survey: Are you feeling it yet?
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Find out about my COACHING service for freelance writers and copywriters.
"During our first call, Nick asked a question that turned my cozy freelance copywriting world on its head. Because of it, I'm now carving out a one-of-a-kind niche that makes the most of both my skills and background...with total integrity. Not only that, Nick has me building a solid business model that reaches 3, 5, even 10 years into the future. I never dreamed this is where I'd be, just five weeks into the coaching program. If you're ready to work - and work hard - I'd be willing to bet that Nick can do the very same for you."
Lisa Sargent
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Greetings,
Thank you to everyone who replied to the last issue's survey. Based on the responses I received, it looks like most of us invest at least some of our income back into increasing or improving our skills. Sounds like a smart thing to do.
This issue's article continues along the same road I have been traveling for a few issues now...an exploration of how to be more personal and accessible when writing for the web. I hope you find it useful.
Also this issue's review list is devoted just to my own work – one course and two shorter guides. (BTW – I'm mid-way through writing another full length course. I'll have more to say about that in a couple of months.)
Finally, and as always, please take a moment to respond to this week's survey. It's pretty topical.
Until next time,
Nick
Nick Usborne
>> Feedback: mailto:nick@excessvoice.com
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ARTICLE: Writing in your natural voice is not a technique to be learned.
I don't know about you, but I receive quite a few emails from individuals who are total strangers, but write to me as if they were friends.
A favourite approach right now appears to go along the lines of..."I was living in a dumpster five years ago and now have five sports cars. Luckily for you, I took notes along the way and can now share the secret of my success."
That could be a compelling story, if it weren't for the fact that so many people are telling it.
Also, if I don't know you, if you're not my friend, then I really don't care about your dumpster story. Why would I?
I'm becoming accustomed to these emails when I know I'm on some list and am just one of a million "friends" all getting the same message.
But a new wrinkle is when someone writes to me in this way, one-on-one.
Last week I got an email from someone who wanted to do a joint venture with me. Here's what he could have written:
"Nick, you don’t know me but our mutual friend Jack suggested I get in touch with you. I have this project in the works and would love to have you involved. The url of the site is below. Please let me know if you would like to know more."
It would take me about ten seconds to read the email and another twenty to scan his web site. I might do that. I have thirty seconds to spare.
But that's not the kind of email he sent me. Instead I got the full dumpster life story and a lot of stuff about what a truly remarkable guy he is.
I stopped reading at about line ten.
And this wasn't a bulk email. This was a one-on-one communication. What was the guy thinking?
And when did people think they had to learn some super-cool copywriting style in order to develop a "natural, personal voice".
Dude...you already have a natural, personal voice. It's the one you use with your family, friends and colleagues every day.
What's wrong with using THAT voice? Why develop a bogus and totally unconvincing facsimile of something you already possess?
If you are not convinced that a natural voice works when marketing online, then you've been hiding under a rock for way too long.
This is the world of Twitter, Facebook, millions of blogs and forums...and an endless list of places where people write in their true voices.
Online, your natural, honest voice is your most valuable source of credibility and respect.
Do you ever buy stuff from Amazon? Well, which text did you read the most, rely on the most and believe in the most – the product blurb or the buyer reviews?
Online....on the web, in emails and in blogs and e-newsletters...your natural voice has real power.
Your promotional voice is losing power day by day.
And your bogus, "I'm your buddy" voice is just a bad joke.
>> Feedback: mailto:nick@excessvoice.com
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SURVEY: Are you feeling it yet?
Whether you are employed or a freelancer, are you feeling any ill effects from the Wall Street meltdown?
[ ] Yes
[ ] No
[ ] I'm employed
[ ] I'm a freelancer
Comments.....
(NOTE: Any comments and your name may be published in the next issue, or on the Excess Voice web site.)
Cut and paste your replies to me at mailto:nick@excessvoice.com
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NICK USBORNE'S SERVICES:
Yes, I do more than write articles and publish newsletters.
Ask me to give a training seminar or webinar for your writers or web team.
http://www.nickusborne.com/speaking.htm
Ask me to write for your site, emails and newsletters.
http://www.nickusborne.com/copywriting.htm
Ask me to optimize your key offer pages...
http://www.nickusborne.com/consulting.htm
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