nick usborne's guide to online copywriting
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Excess Voice Newsletter
Nov 2008, Issue # 167
In this issue:
>> Intro: Beginning to feel it...
>> Review: Defeating Writer's Block
>> Article: I still like writing links that include the words "Click here..."
>> Survey: Are you protecting your income?
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Find out about my COACHING service for freelance writers and copywriters.
"Nick Usborne has helped me really see my strengths and weaknesses in marketing my services. In a very short time, he has taken me to a new level. Nick pointed out some assets that I hadn't been fully exploiting. That gave me a lot more confidence. What a relief it is having someone to consult with who is focused on my success. It is such a blessing."
Katherine Andes
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Greetings,
Last time I asked whether you were feeling any ill-effects from the Wall Street meltdown. Of the responses I received, about half said they were already feeling some impact on their income. Many others, including those who are employed full time, expressed some nervousness about the months to come.
This week's survey is a follow-up on the same topic.
But before you get to the survey, be sure to check out the review and the article.
The review is my latest and slightly different attempt to persuade you to buy a copy of my guide, Writing Rituals.
And the article looks at the sensitive issue of whether you should ever include the words "click here" in a link.
All feedback welcome. ; )
Until next time,
Nick
Nick Usborne
>> Feedback: mailto:nick@excessvoice.com
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>> REVIEW: Defeating Writer's Block (How to write more without extra effort).
A couple of weeks back I was interviewed by Michael Stelzner of WhitePaperSource.com on the topic of defeating writer's block and becoming more productive as a writer.
I answered a range of questions from Michael and then he opened up the phone lines and I answered questions from the teleclass attendees.
Here are some of the issues I addressed:
* What are the top three mistakes most writers make that slows their writing (and how can I avoid them)?
* How can I quickly get ideas out of my mind and onto paper?
* What are the most effective techniques for killing procrastination?
* What is the underlying cause of writer's block and how can I avoid the triggers?
* What are the proven steps every writer should take before beginning to write?
* How do the pros overcome writer's block?
* What is visual planning and how can it help me write?
* Which is better: short bursts of writing or longer sessions?
* What is the best way to clear my mind before I write?
* What technology should I use to help me manage my writing time?
The attendees paid to be on this 60-minute class, and there is a fee to access the recording also. ($39).
However, I have bundled the full recording of this teleclass as a bonus for anyone buying my writers' productivity guide, Writing Rituals.
The full price for the Writing Rituals guide, the teleclass and a second audio bonus on networking skills is just $24.95.
With just one of the bonuses being worth more than the price of the entire package, I think that's a reasonable deal.
More about the guide and bonus downloads here:
http://www.writingrituals.com/
OTHER POPULAR PRODUCTS AND REVIEWS:
#1. Nick Usborne's Million Dollar Secrets to Online Copywriting
This is a "professional-grade" course written to address the full complexity of writing online. It is a strictly how-to course in which I go through the process of writing all kinds of web pages, emails and newsletters. Take this course and you'll know everything I know about writing for the web.
More details here:
http://www.awaionline.com/nu/onlinecopywriting/
#2. Multiply your income with **Goal Setting Rituals**
Working without clear goals condemns freelance writers to year after year of piecework. My Goal setting Rituals guide shows you how to set goals, establish milestones and achieve a more certain and secure future.
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#3. Michael Masterson's Accelerated Program for Six-Figure Copywriting
Other than my own, this is the only copywriting course I wholeheartedly recommend to any copywriter who wants to write copy that drives results.
Learn more :
http://www.thewriterslife.com/bb/nuf4/
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ARTICLE: I still like writing links that include the words "Click here..."
I know. I'm bad.
So much has been written about how passé and generally newbie-like it is to write a link that includes the words "click here".
Not good for search engine optimization. Wasted words.
Totally unnecessary for readers who have long since learned to click on text that looks like a hyperlink.
So why do I like using the words "click here?"
Because those two short words encourage my readers to take a very simple, no-commitment, non-scary action.
By way of example:
Learn more about Organic Flax Seed face cream...
Or...
Click here for information about Organic Flax Seed face cream...
Is the second one so bad? I don't think so.
When I look at the first one, it's asking me to make a commitment of time and thinking power to "learn more". If I am really interested in Organic Flax Seed face cream I'll probably go ahead. I really do want to learn more.
But what if I'm only slightly interested? Just a teeny bit? Before clicking the link I have to commit myself to "learning more".
Now let's look at the "click here" version.
I'm not asking them to learn anything. I'm just telling them that there is some more information on the next page.
All I'm asking them to do is "click here". Nothing scary about that. No commitment involved. No sense that they are being drawn down a sales funnel that will leave their wallet a little lighter.
Some people might suggest I write the link like this:
Organic Flax Seed face cream...
In fact, that is how I see more and more links being written. No call to action (click here), no indication of what you'll find if you do click that link.
Experts will tell me, "Don't be a pain Nick, you know as well as we do that it is sufficient to just name the product or service and make it look like a link.
People know what to do."
Yes, site visitors do know what their choices are when they see some links.
But what's wrong with encouraging them to actually DO something, and click that link?
Other than it being unfashionable and uncool, what is the problem with saying, for more information on creating effective links, click here?
In part, yes, I'm being contrarian and deliberately provocative here.
But it irritates me sometimes that people have stopped writing "click here" as part of their links text simply because everyone else has stopped.
By all means exclude those words from your links. But first, give some thought as to why you are doing it.
Myself, I still say "click here".
In a hyperlinked world, those two words strike me as being the simplest and most universally recognized call for the reader to move forward - from one page to the next and to the next.
>> Feedback: mailto:nick@excessvoice.com
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SURVEY: Are you protecting your income?
In my case, in addition to my copywriting and consulting work, I also generate revenues through affiliate marketing and writing guides, courses and books.
Plus coaching. Basically, I get paranoid about having too many eggs in one basket. So I have a few different baskets. How about you?
In these uncertain economic times, are you adding some extra sources of income?
[ ] Yes, I spread the risk and generate income in a few different ways
[ ] No, I pretty much rely on a single source of income right now
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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