1 To persuade.

The prime purpose of copywriting is to get the reader to take a specific action. The reader needs to feel that the creator of the copy is speaking directly to them, personally. So, being able to use a visitor’s name is useful here.

Also, the reader wants to feel that through the copy, the writer can show his understanding of the reader’s predicament or problem. The copy may describe how the writer has a similar past history, providing quite precise feelings. In other words, the writer is identifying with the reader, and then getting the reader to identify with him.

2 To interest and enthuse.

If the reader immediately sees that his problem is being addressed and that it is being understood, then he will be interested. But to follow through to persuade him to act in a specific way, the reader also has to be enthused. Therefore, the writer can show evidence of his financial success in his, for example, PayPal (TM) and ClickBank (TM) accounts. Of course, FTC rules now mean the writer has to point out these may not be average earnings and that the reader may not make the same amounts. Still, this can be got round to some extent by emphasising that the writer has discovered a system.

3 To get to take specific action.

The action is clinched by the guarantee by which the visitor can’t lose. Also there is, importantly, the clear and exact call to action by the writer, such as “Click the button now for instant access!”

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Budget limited for a potential small business client? In this economy, copywriters may be receiving requests from small business owners that don’t quite have the resources they would like for their copywriting projects. Besides copywriters cutting their rate, which isn’t always a viable option, there are several alternatives to offer before turning viable business away. Looking at alternatives insures the client is left with a positive experience and the copywriter builds long term business relationships. So don’t just look at the Fortune 500 companies for copywriting opportunities, small business owners have a lot to offer!

Here are some suggestions to developing a working relationship for businesses on a tight budget.

1. Ask questions. Start by asking potential clients what their budget is and what they want to accomplish with their project. Try to get their budget upfront before quoting a fee the client can’t possibly meet and losing potential business before negotiation has even begun.

2. Suggest they do some of the work themselves so you can spend all of your time writing. Areas the client can help cut costs are in research, providing spec sheets for product descriptions, gathering their own testimonials, etc.

3. Figure how many hours you can work to meet their budget and clearly define what you will accomplish – (Write 1 press release and 1 sales letter, create 50 product descriptions, write a 4 page newsletter, etc)

4. Offer a few marketing tips. As a business grows, the need for marketing is essential. Suggest an opt-in newsletter, a blog, or a monthly press release to give the business much needed exposure. Your copywriting service will be the first that comes to mind when the business expands.

5. As with any new clients ask for a retainer to get started. Also have the agreed upon fee and details of the copywriting service you are providing in writing. This avoids misunderstandings and complications half way through the project.

By offering alternatives, you bring workable solutions to clients. If possible, work within their budget, clearly define what you can offer within the budget and offer one or two marketing tips for future growth. As the business expands, the business owner will seek you out to write their copy because you have proved to be a valuable asset.

Can’t seem to find the right words to sell your product? Denise McGill is a freelance copywriter specializing in catalog and ecommerce product description, copy makeovers, landing pages, promotional materials, and more. Visit her website at http://mcgillcopywriting.com for more information on giving your business the competitive edge. Also, take a moment to subscribe to Copywriter Cupboard, her FREE online newsletter.