Allison Nazarian is a young copywriter with a lot to offer. She uses content to market her services on the Web, and helps her clients to do so through her company Get It in Writing.

In our continuing series of interviews about content marketing, we share her experiences here:

1. Tell us what your profession is, and who your typical clients are.

The core expertise of my company, Get It In Writing, is copywriting.
This branches out into more broad marketing consulting for certain
clients. Typical clients run the gamut from one-person entrepreneurial
ventures to Fortune 500 and publicly-traded corporations. 

All need
WORDS (ie copy) for websites, blogs, newsletters, print pieces (though
print is less and less popular, I must say), press materials, sales
kits, etc. 

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How often do you go back and re-read or rewrite your sales pages? If you’re like most professionals, probably not often enough.

This week I’m rewriting sales copy for our ebook on business blogging (Build a Better Blog). It’s been up on the Web for more than 3 years and although it has been tweaked here and there, it needed to be written for the 3rd edition due out soon.

It’s amazing to see how your writing evolves and how your sales copywriting improves over time. But if you never go back and rewrite your sales pages, you won’t be able to implement your new skills and improve your sales copy.

Here’s a list of things to review on your sales pages after time:

1. New insights on benefits: Your current customers tell you how your product has helped them, in ways you might not have thought about. Are all the benefits spelled out?
2. New testimonials: Some clients have written or called with amazing results you can use with their permission. Include new social proof from people who are typical and/or well known.
3. New features: Your product or book or service improves so be sure to highlight how the new edition or new version is better.
4. New stories: Your own personal and professional experiences are a great way to seduce readers and engage them into becoming fans.
5. New voice: Over time, you will develop more of a persona that goes along with your brand. Use your personality and your unique voice as much as possible.

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There are really only 3 steps to becoming successful at writing:

1. Keep writing – you have to write a ton of bad stuff before it can get better
2. Keep reading – you must read good writers in order for the good stuff to sink in
3. Keep learning – you need to take courses in order to really learn your craft

These three tips come to me by way of Paul Hollingshead, a co-founder of AWAI, a copywriter promoting good copywriting skills through the American Writers & Artists, Inc.

Even if you don’t want to become a full time, freelance copywriter, you’ll need to learn how to write your sales pages if you want to use the Internet to grow your business. That’s why I’ve signed up for the AWAI Copywriting Masters Program. I think they have a special discount rate on through Friday, July 18, 2008, so don’t delay.

In fact, I’d say that copywriting skills are important for more than just writing sales letters. You need to understand the psychology of copywriting so you can apply the principles to all of your content marketing. It just makes sense. Copywriting is any kind of writing to persuade and influence. And that means blog writing, articles, and web content.

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