WhitePaperSource: Tell us a bit about your path and background as a writer?

Slaunwhite: My degree is in marketing, but my first job was actually in sales. In the sales division of the company I worked for, we used sales letters and brochures extensively. But they were all very ineffective. Really awful stuff.

So I went to the sales manager and offered to rewrite them. He said “yes,” of course. I rewrote the materials. Everybody raved about them. Soon I was writing our proposals, press releases, presentations, everything.

After a while I thought, “This kind of writing is really interesting. I wonder if I can earn a living doing this for other companies?” And after a little investigating, I discovered that I could.

WhitePaperSource: How do you define a “copywriter”?

Slaunwhite: Short answer: A copywriter is a salesperson.

Longer answer: A copywriter uses words to create communications - ads, letters, web pages, case studies, white papers - that are used to help increase sales.

WhitePaperSource: In your book, you talk about how copywriting has been called “the rebel son of business writing.” Can you explain what that means?

Slaunwhite: I was being a rebel when I wrote that phrase. Copywriters are interested in communicating successfully to prospects and customers. That’s our primary goal.

Things like following the strict rules of grammar, or proper business writing etiquette, or so-called accepted business writing formats, are secondary. They’re important too, but secondary.

And if we copywriters have to break a few rules to get our point across more persuasively, we will. Just watch us.

WhitePaperSource: Can you share what you think are the top three things for writers to keep in mind in regard to writing good copy?

Slaunwhite: The main best practices of copywriting really haven’t changed much since the times of John Caples nearly a century ago:

Focus. Focus. Focus.

1. Focus on the customer. Not the product. It’s easy in B2B to talk about the product and not the customers. There’s a lot in the product to talk about. But what does it all mean for the customer? What’s in it for him or her?

2. Focus on the benefits. That doesn’t mean you don’t explain the features - this is important for many B2B products and services. But benefits rule.

3. Focus on the next step you want the customer or prospect to take. That may be to buy the product, download a white paper, call for a F*R*EE consultation, or say yes to a sales appointment.

WhitePaperSource: What is the most common copywriting mistake?

Slaunwhite: In addition to not following the three points I made earlier…

Trying to be clever when you should be clear. We have Madison Avenue to blame for this. They’re forever pumping out clever ad campaigns with fancy slogans and witty wordplays. Some work. Some don’t. But your marketing piece has a MUCH, MUCH better chance of working well - of generating leads and making sales - if you simply explain everything clearly. Especially explain the benefits clearly.

One of the most successful headline formats of all time is: “HOW TO —”.

For example: How to beat stress before it beats you into an early grave.

WhitePaperSource: What benefits do independent writers offer to a company as opposed to in-house writers?

Slaunwhite: 1. A fresh perspective. I work with dozens of clients all over North America. So I can bring lots of ideas to the table… ideas that have been tried in other companies.

2. A critical eye. An independent copywriter isn’t caught up with company politics. He or she can tell it like it is and give good advice. If the design of a brochure is ineffective, for example, an independent copywriter isn’t afraid to point that out.

3. Expertise. Sometimes you need to hire an independent copywriter to get expertise on specifics. For example, direct mail is a specialty that few
in-house writers have. So is online marketing.

WhitePaperSource: What are some methods freelance writers can use to build their business?

Slaunwhite: You need to do three things:

1. Pick a target market that traditionally uses freelance copywriting services (big companies, ad agencies and design firms). Don’t waste time trying to convert markets that don’t, like small business.

2. Develop a marketing plan for visibility and outreach. Visibility is about letting as many people as possible know about you through press releases, articles, talks, etc. Outreach is about contacting individual prospects directly by networking, letters, phone calls, etc.

3. Keep your marketing going. Discover what’s working well for you and keep doing it. Don’t stop.

WhitePaperSource: What is your advice to someone just starting out in the business of freelance writing?

Slaunwhite: Don’t give up. Most people starting in this business give up way too early. After I got my first small client, it took three months of marketing, selling and promoting myself to get my second. Like any professional practice, your business will build slowly and steadily.

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