Issue 99 of the Excess Voice Newsletter for Copywriters

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Excess Voice Newsletter
February 2006, Issue # 99

In this issue:

>> Intro: We Like Our Work
>> Review: Secrets of Writing for the Business to Business Market
>> Article: Whatever the Copy You are Writing, Stay in Character
>> Experiments: Optimizing Subscription Pathways
>> Survey: Do You Moonlight?

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Greetings,

In the last issue I asked whether you enjoy your work or not. From your replies, it seems that most of us enjoy it a great deal. One interesting, albeit unscientific observation – freelancers seem to enjoy their work more than those who are employed. Which leads to this issue’s survey on the topic of moonlighting. Do you?

Be sure to check out my review of Secrets of Writing for the Business to Business market. After reading the course myself – and it’s excellent – one thing that struck me is how huge the market is, and how poorly it is served by freelance copywriters right now.

And as in every issue, you’ll find a new article. This one is about staying in character as you write.

Until next time,

Nick

Nick Usborne

>> Feedback: mailto:nick@excessvoice.com

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REVIEW: Secrets of Writing for the Business to Business Market

There are 8 million business-to-business companies out there. And they all need good sales copy. The opportunity in B2B copywriting is huge, and this 350+ page course tells you everything you need to know about getting your own slice of the market.

B2B writers, like the author of this course, Steve Slaunwhite, are quietly making a killing while other freelancers and moonlighters fight over the B2C market.

Read my review:

http://www.excessvoice.com/business-to-business.htm

>> Previous Reviews

::: At ExcessVoice.com :::

#1. Double Your Profits in 12 Months or Less

This 215-page e-book by Clayton Makepeace gets to the heart of what it takes to be a successful copywriter. He gives advice not only on how to write great copy, but also on how to be a great marketer. It's a powerful combination.

Read my review:

http://excessvoice.com/clayton-makepeace.htm

#2. Email Marketing Benchmark Guide 2006, from MarketingSherpa

This guide comes out once a year, and at 150 pages this year's guide is more comprehensive than ever. If you are involved in email marketing, you'll find figures and tactics here to help you make significant improvements to the performance of your email campaigns.

Read my review:

http://www.excessvoice.com/email-metrics.htm

::: At Freelance Writing Success :::

#1. White Paper Writer Industry Survey

Whether you already write white papers, or are thinking of adding this niche to your areas of expertise, this survey will give you a detailed insight into the state of the market. It's a thorough survey and points the way to numerous opportunities for writers who want to make money writing white papers.

Read my review:

http://www.freelancewritingsuccess.com/white-paper.php

#2. Write and Grow Rich

In this short but essential guide, master copywriter Bob Bly goes through the steps it takes to increase your income as a freelance writer or copywriter. Your target? $100,000 a year or more.

Read my review:

http://www.freelancewritingsuccess.com/write-and-grow-rich.php

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ARTICLE: Whatever the Copy You are Writing, Stay in Character

This is about maintaining credibility with your readers.

I was reading a P.S. at the end of a letter a few days ago and it started like this, “P.S. I nearly forgot to say...”

Not true, and I knew it.

The writer was quite deliberate in what went into the body of the letter and what went into the P.S. He didn’t nearly forget anything.

The reason why that P.S. made my antennae twitch was because the rest of the letter was written in a very sincere, conversational tone. Although I was being sold something, I didn’t feel that way. I didn’t sense the “salesman behind the copy”. The whole letter, right up to the last moment, felt completely upfront, sincere and honest.

But as soon as I read the P.S., the bubble was popped and I “woke up”. It felt like the writer had suddenly stepped out of character.

Will every reader catch that small inconsistency? No, they won’t. But I bet a lot more will catch it today than would have ten years ago.

One slip like that can cast a veil of doubt over every other part of a letter, email, brochure, article, web page or any other communication.

As soon as a reader’s antennae begin to twitch you lose that “suspension of disbelief”. Suddenly they know and understand they are being “played”. And, of course, they are. Even the most sincere and honest sales pitch has a purpose. You want the reader to do something. And you write with the idea of maximizing the number of people who do it. As copywriters, that’s what we do.

>> Write in any way you want, but stick to the one voice

If you are going to write a hard-sell piece, go for it. Get on the soap box and sell like crazy. Build a breathless pace and keep going. But don’t step out of character. When you do, you burst that “bubble” in which you are carrying your readers.

If you are going to write in a very honest, transparent way, the same principle applies. Be that honest, transparent person from the first word to the last word.

>> How to maintain a consistence voice

In many ways it’s simply a matter of preparation. Think about the product or service you are selling. And then get deep into the mind of your readers. Also consider the existing persona and voice of the client company.

Then you need to settle into the role and voice that works best, before you begin the write.

As you do write, just make sure that you “stay in character” from the first word to the last.

This applies to soft selling and hard selling alike.

Decide on one approach and one voice, and stick with it.

** If you found value in the article, please forward this newsletter to colleagues and friends who might be interested.

>> Feedback: mailto:nick@excessvoice.com

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MARKETING EXPERIMENTS: Upcoming Phone Clinic - Optimizing

Subscription Pathways

Wednesday, February 8th, 4:00PM EDT

Maybe you have optimized your product sales pathways, but what about your subscription pathways? Our tests have resulted in some dramatic increases in subscription conversion rates. For one research partner that increase was over 500%

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SURVEY: Do You Moonlight?

If you are employed right now, do you ever do any moonlighting, either for extra income or as the first step towards a freelance career?

[ ] No
[ ] yes, I moonlight for the extra cash
[ ] Yes, I moonlight for the extra cash and to prepare for a freelance career

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