Learn From Others

http://www.marketingbullets.com/archive.htm

At first glance this website looks like it’s a sales pitch for the book of one of those big-headed guys with a toothy smile. But, hallelujah, his name is Gary Bencivenga and he’s giving it all away for free in handy bullet points. This website is a resource of powerful lessons learned by someone whose been in copywriting for over 40 years, and worked under the legend himself, David Ogilvy. This website was created on the eve of Bencivenga’s retirement simply so that he can share the secrets that others have shared with him to give him a very comfortable life. The section on naming a product uncovers ways to think simply to get a good result.

Load the Colt with these

Learn to Prepare for Copywriting Assignments

http://www.bly.com/Pages/documents/HTPFAC.html

This is an article by Robert Bly consisting of a list of 4 steps to help prepare for business to business copywriting assignments. Steps include: Get all previously published material on the product; Ask questions about the product; Ask questions about your audience; And determine the objective of your copy. Although the list looks fairly simple it’s a handy resource to have as a reminder of what you are trying to say with your copy, rather than fluff up a piece with nice words.

Oddly enough, this guy might just know what he's talking about

Know the Legends: Fairfax Cone (FCB Worldwide)

http://www.draftfcb.com/work-detail.aspx?page=4&work=101

After graduating from the University of California, Fairfax Cone made his way from a job with the San Fransisco Examiner to work under Advertising great Albert Lasker at Lord And Thomas. When Lasker wished to retire in 1941, he passed his business onto his rising stars, of which Cone was one, and they opened the new agency: Foote, Cone and Belding, know known as FCB Worldwide. FCB are known for campaigns such as ‘The National Youth Anti-Drug Campaign’, and companies such as SKY TV, Honda, Sharpie and Oreo. Seeing their work will give you another look at the top of the copywriting food chain.

What Matters to you?

Learn How to Write Great Landing Pages

http://www.copyblogger.com/seal-the-deal-10-tips-for-writing-the-ultimate-landing-page/

For those who don’t know, in copywriting a landing page is a page that appears when a potential customer clicks on a search engine result. The above article explains that there is a great difference in having a specific landing page, and just simply linking to a homepage. They explain that linking to a homepage deters customers, because instead of finding the specific information they were searching for, they have to search further into the site, effectively losing sales for the business. For handy tips on stopping this from happening, check out this site.

Landing Page > Home Page

Learn to Make Snappy Headlines for Twitter

http://www.copyblogger.com/twitter-headlines/

The above link is to an article on a fast growing area of internet copywriting – the world of Twitter. The article covers the difference between writing twitter headlines, and headlines for other forms of online copywriting. Using Twitter limits a headline to 140 words or less, and the fact that you need people to ‘Re-Tweet’ a headline for it to spread means they have even more limited space. This article suggests keeping your Twitter headlines short and to the point for it to work in this social networking form. Another interesting area outlines how you should reward the reader.

Headlining on Twitter

Get an Internship

http://www.absolutewrite.com/specialty_writing/advertising_copywriter.htm#internship

Here you will find a write up on why getting an internship is a vital factor of getting into copywriting as a career.  This short article states the importance of getting an internship in the creative department, why you should try hard to turn your internship into a job offer and why it is important to ask for assignments. I found that the section on what to do when left to your own devices to be very helpful.

Why Internships are Critical

Create a Swipe File

http://www.articlesbase.com/online-business-articles/copywriting-tips-7-swipe-file-ideas-to-speed-your-way-to-online-success-820116.html

A swipe file is a copywriters hoard of successful ads written by others in the field. A swipe file is used as a reference for new projects and ideas. The above website is an article with tips on creating the best swipe file for you, and why it is important to tear apart and recreate successful ads to become a better copywriter. An interesting tip pointed out was to analyse sales page copy by people who know how to sell, look for the ‘hot buttons’ they are pushing, i.e. are they telling a story or selling a testimonial? Try their technique for yourself to improve and grow your work.

Swipe This

Know the Legends: Jo Foxworth (McCann Worldgroup)

http://www.mccann.com/

Jo Foxworth (1918-2006) was an American advertising executive who worked at McCann Worldgroup after graduating from the University of Missouri School of Journalism. Eventually she started her own agency Jo Foxworth Inc., taking on various clients until her death in 2006. She is most known for her work for D’Agostino Supermarkets, where she wrote the jingle ‘Please, Mr. D’Agostino, move closer to me.’ Taking over from her absence, McCann Worldgroup have become an inernationally repsected advertising agency, with clients such as Greenpeace, Mastercard and Sony.

The Banana Boat

Know the Legends: David Ogilvy

http://www.ogilvy.com/#/The-Work/Galleries/

Named by many as the “father of advertising”, David Ogilvy (1911-1999) was a pioneer of the copywriting trade. In 1949, when he was the ripe old age of 38, he started an ad agency called Ogilvy & Mather.  At this time Ogilvy had no advertising experience, but within 3 years he became the most famous copywriter in history, coining numerous campaigns for companies such as Dove, where his campaign ‘Only Dove is one quarter moisturising cream‘ helped them become the top selling soap in America. The best part of the website is the gallery, which showcases hundreds of copy samples – a top place to get inspired for any aspiring copywriter.

Ogilvy & Mathers' Journeys campaign for Louis Vuitton

Make a Killer Portfolio

http://www.absolutewrite.com/specialty_writing/copywriting_portfolio.htm

This is an article by John Kuraoka aimed at taking your copy writing portfolio from mediocre to professional in five steps. Kuraoka points out that whether you work in an ad agency or you freelance, the success of your career is greatly influenced by your portfolio. I found the most useful point was to show campaigns in your portfolio. In other words, show a series (about 3 pieces) of ads from the same campaign i.e one print, one online and one television. Kuraoko says that this will help you show that you can integrate different media over one campaign and is what separates the juniors from the seniors in the business.

Your Portfolio is Your Bible