www.mscopy.co.uk

I write copy that makes money. 

That’s why major organisations such as G4S, the NHS, ActionCOACH and Costco - as well as hundreds of smaller businesses - trust me with their requirements. 

At the last count, 87% of my customers commission further work from me - and the vast majority of my business comes from word of mouth referrals. 

I produce copy that pays for itself in terms of increased profits - many, many times over - and use tried and tested selling techniques, rather than concentrating on fancy language and clever slogans. I might not get a laugh, but I will get a result. 

Visit my website at www.mscopy.co.uk to discover more.

Owner/Copywriter

Copywriter. Virtual pub landlord. Email copy is a speciality of the house.

Do you want good copy? Copy that rises above the endless stream of junk, rubbish and waffle? 

Then you need me. I write words that persuade people to act.

It's a rare skill. That’s why major organisations such as G4S, the NHS, ActionCOACH and Costco - as well as hundreds of smaller businesses - trust me to deliver.

I write web copy, sales letters, emails, landing pages, press releases, blogs, brochures, ads and more. 

Go to www.mscopy.co.uk for more information. To hire me, just drop me a line - mail@mscopy.co.uk. Or phone, text, WhatsApp me - 07825 137538.

And click below to visit my virtual pub - The Copy Arms. I'll reveal the golden copy rule that nobody ever tells you about:

bit.ly/thecopyarms

Why do so many copywriters witter on about their pride in not using AI?

Nobody cares. Or at least potential clients don't.

All they want is results. 

And if you use AI as a part of the process to get those results, fine.

If you don't, also fine.

But it's the results that matter - not the process.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Martin Sayers

The Copy King. Copywriter and marketer. You tell me what you sell - I give you the words that sell it.

This is the most difficult thing about freelancing: 

Keeping a steady stream of work coming in. Read on and I’ll tell you how to keep the work flowing.

Having nothing to do is worrying and can lead to financial difficulties if it goes on for too long.

Don’t let it happen to you. Based on my fifteen years as a freelance copywriter, here are my three top tips:

👉 Make marketing a priority. You must set aside time every week, no matter how busy you are, to market yourself. This could be networking, responding to job adverts, advertising, social media, cold calling etc etc. However you do it, just make sure it's a set part of your schedule.

👉 Keep in touch with existing customers. The most likely source of any new work is from existing customers, as they already know you and value your skills. This means keeping in touch with your existing clients is vital.

👉 Hit your deadlines. Nothing destroys trust faster than failing to meet a deadline. But delivering on time, or early, will boost your reputation and lead to satisfied clients coming back for more and recommending you to others.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Freelancers, please - I beg you - stop writing stuff like this at the beginning of your emails:

(I do it myself sometimes, so slapped wrist...)
 
"Just wanted to check if..."
"Just a quick email to see if..."
"I wonder if you have an update on..."
 
This stuff is wordy and lacks confidence. And it's especially dangerous if you really need something, like an invoice paid. Language like that will send you straight to the back of the queue, believe me. 
 
Instead, have some cojones - stand up for yourself. You're not doing anything wrong. 
 
Open with stuff like:
 
"I need to know..."
"I want an update on..."
"Please get back to me regarding..."
 
That's how to get what you want.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

This is one of the biggest mistakes I've corrected in my copywriting: 

It's writing as if you’re talking to an audience.

For example, I used to write stuff like this:

"We all know that eating well isn't easy."

Or...

"Many people have a problem understanding money."

That's writing to a group, rather than one person.

And it's a big mistake, as the reader doesn't feel you're addressing their specific concerns and problems. 

Instead, copy should feel personal - as if you're talking to someone one on one.

That's how you make a connection and keep them reading. So:

"You know eating well isn't easy."

"You probably have a problem understanding money – you’re not alone."

You can see how much stronger that is.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Oi, copywriters - I hate to break this to you, but:

Nobody's going to hire you just because you love to start sentences with 'And'.

Also, your prospective clients don't know who David Ogilvy is - nor do they care. 

And I assure you they have little interest in what AIDA is, or what it does.

So, if you want to use LinkedIn to attract clients, then talk about the stuff that matters to them - not what matters to other copywriters.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

This simple copy tip won’t fail you:

It’s an obvious thing to do before you write marketing copy. But very few people do it, including copywriters.
 
Actually, it’s two things:
 
1. Write down all the reasons why someone would buy your product or service
2. Write down all the objections someone could have to buying from you  
 
Then, when you write your copy, look at the lists you’ve written down. To succeed, your copy must list all the reasons for buying. And overcome all the objections.
 
Do this properly and you put yourself in a very powerful position, as there is nothing your potential customer is unsure about.
 
And that, I promise you, will lead to many more sales.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Oi, business owners - if you refer to 'testimonials' on your website, stop it. 

Years ago, I asked a client if he had any testimonials. He told me he didn't sell them.

He had no idea what they were. That's because it's marketing jargon, which has no place in good copy.

Instead, talk about 'reviews'. Even better, use phrases like these:

'This is what some of our happy customers say about us'

'Don't take our word for it, here's what our clients say'

You'd never say to someone 'have you heard about my latest testimonial', so don't write it.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

So, you need a copywriter.

Do you hire a specialist – someone who concentrates on your sector?

Equally, if you are a copywriter, should you specialise? 

There are many out there who say that you should only hire copywriters who specialise. (often people who are trying to flog courses that help copywriters find their ‘niche’.)  

I disagree. I work across loads of different products and services. Here's just 11 examples from the past year or so:

Lighting – golf – investments – health – banking – beer – floor sanding – cars – insurance – collectibles – carpet cleaning
  
And I write copy that brings in the punters and brings my clients back for more. I don’t need to specialise because: 

a)   I know what works and what doesn’t 
b)   I have an insatiable curiosity and love digging into a subject

Any good copywriter needs both those qualities to succeed. If you have them, you’ll go far – niche or no niche. 

So, if you want to hire a specialist copywriter, go for it – but don’t feel like you have to. Many of the very best are generalists.

Equally, if you are a copywriter, then don’t fall for the niching narrative. 

Specialise if you want to, not because you feel you must.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

This is a message for all copywriters seeking work. 

Actually, scrub that, this is message for all freelancers seeking work. 

There's plenty you can do to get clients - cold email, cold calls, networking, direct mail, email newsletter etc. The list goes on. 

But you've actually got to DO something. And stick with it. Put aside a bit of time for marketing yourself every day. 

Bagging clients isn't easy, but you'll get there.

And the best thing you can do right now is follow up with any dormant leads sitting about in your inbox. Worst they can say is no....

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

"People don't buy what you do; they buy why you do it." Simon Sinek
 
 Really?
 
 Things I bought today: 
 
 A cup of tea in Starbucks, a newspaper from the Coop (yes, I am that old), and a bag of sherbet lemons in a sweetshop. 
 
 At no point did I ask myself about the 'why' of said businesses. I can't believe I'm alone in this position...

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

The biggest copywriting lie you're sold?

That it's all about originality. Wrong. It's all about this:

Simplicity. A clear, simple message that gets your point across with the minimum of disruption.

Don't believe me? Then consider this quote:

'Originality is the most dangerous word in the lexicon of advertising.'

Answers on a postcard (or in the comments if you prefer...) if you know who said that. 

Back to my point:

When you write, stop fretting about originality. Instead, focus on simplicity - assess what you want to say, strip out all the jargon and fluff, then write like you speak. 

That’s a recipe for copy that sells.


***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Don’t ever say this in an email. Just don’t…

I’m talking about the opening line with all the warmth of a Findus crispy pancake (while it’s still in your freezer).

You know the one…

You may even use it yourself…

I know I do sometimes, then berate myself for it. 

It’s this:

‘I hope you are well.’

Ugh – doesn’t that just set your teeth on edge? 

It has no sincerity – it’s just empty words. 

Who would ever say that to your face? An undertaker maybe, or a tax inspector – but nobody with anything good to say to you.   

Instead, inject a bit of life into your opener – something like this:

‘How you doing mate? I see the U’s lost again but reckon they’ll do OK this season!

I’m writing as I normally do your hedges this time of year – do you want me to book you in?’ 

I got this one day from my gardener… 

It’s bright, friendly and talks about something I’m interested in (football) - all in the first sentence.

That sets him up to get straight to the point in the next line.

Result – he got a job. He also jogged my memory about a friend who needed a gardener and I referred him. So, he got two.

Just from one short and friendly email. 

Fact is, people want to give work to those they like. And while the opener to an email may not seem like much, these little things help to cement a relationship.

And if you think this advice only applies to tuppenny gardening jobs, think again… 

It doesn’t matter who you’re dealing with or at what level, friendliness works. We’re not robots, we’re people and a bit of warmth and sincerity goes an awful long way, whoever you’re writing to.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

'You disgusting snake'

I get lots of replies from people in response to the emails I send in my virtual pubs - The Solopreneurs Arms and The Copy Arms. 

80% are lovely, genuine messages from subscribers – asking questions, offering support, or just chatting. And I love ‘em. If you ever want to drop me a nice line, please do.

19% are from ‘killer copywriters’ asking to ‘write copies’ for me and be paid for the privilege. Not gonna happen… 

And that leaves the 1% that are horrible, threatening, abusive – or all three. 

Like this, which I got a while back from a subscriber, after I’d been promoting one of my copywriting courses:

‘You disgusting snake. You use words well but all you do with them recently is sell stuff to me you lure me in and then dangle your poisoned hooks in my direction like the devil himself. I despise you and you’re vile practices. Wait till I get my hooks for you…’

Awful grammar. 

But what surprises me most is that this is from a copywriter telling me off for selling to MY list.  

Actually, it doesn’t surprise me that much, as I find that many copywriters are quite averse to the s word. 

Selling is seen as a crime by many in this sector.

Well, sorry – but if you’re a copywriter, content writer, or any other sort of commercial writer (you’re all copywriters to me) then selling is your business.        

This is what this game is ultimately all about, whatever you’re writing. As a copywriter, you’re not a poet – you’re a marketer. And the only purpose of marketing is to sell more stuff, to more people, more often. 

Get comfortable with that and you’ll go places.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

This is why so many copywriters give up:
 
 Copywriting has a pretty high churn rate. It’s a profession that gobbles up and spits out with relentless gusto. Many can’t hack it. Many come to hate it. Many can’t afford to do it, as they can’t get enough work. 
 
 But many that do succeed get stuck on a treadmill they don’t really want to be on. They look at people earning a lot of dosh through copy and decide that’s for them.
 
 And they start to smash the hours. Up at 5am, work all day and night, four hours sleep – then back at it.
 
 I used to be a bit like that, truth be told (apart from the 5am bit). I made a lot of money. But I also neglected my family and friends and made myself sad and lonely. 
 
 I got to the point where I thought about giving up copywriting, as I was not in a good place.
 
 But I came to realise that I was the problem - not copywriting. I was putting way too much into it – just to make a few more quid. 
 
 So, I stopped all the hustle bullshit and started to take life a bit easier. 
 
 Income fell, sure, but I got my life back. 
 
 Now I’ve got loads going on – most of it nothing to do with work. 
 
 I could be working - and earning money. But I could always be doing that.
 
 This applies to you and any other copywriter. You could always be at your desk writing copy for clients. Or trying to get clients. 
 
 And this is why people burn out – as they feel guilty when they’re not working. 
 
 But you must have some perspective on this. You need to focus on what your business and life should look like.
 
 Thing is, you have an opportunity so many lack. You’re a self-employed creative. So you can work with who you want and make as much money as you want. 
 
 It may take a tonne of work to hit the heights, but you can do it. You can be a massive success. And earn a proper mint. 
 
 But be careful, as it's easy to fall into the trap of chasing things you don't even want.
 
 And working all hours of the day.
 
 That can be dangerous, believe me.
 
 So, do me a favour and have a think about this question:
 
 How do you want your life to look?
 
 Give that some thought - and act on it - and it could dramatically improve your health and happiness.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

'Copywriting has nothing to do with writing!'
 
 You see that kind of thing a lot. Ditto 'you don't need grammar to write good copy!'
 
I beg to differ, as if you're a copywriter you spend all day doing one thing - writing.
 
 So, you'd better get good at it kid.
 
 Equally, if you can't tell the difference between knowing your shit and knowing you're shit - you'll be in trouble.
 
 But it's true that the best copywriters go beyond words and gain a deep understanding of human psychology.
 
 • Aspirations
 • Beliefs
 • Fears
 • Hopes
 
 Get that - and tap into it in your copy - and you could join that top strata of copywriters who can name their price.

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Use this for instant LinkedIn likes and dozens of replies. Simply fill in the blanks:

I'm [EMOTION] to announce I've [VERB] a new [NOUN]!

After [NUMBER] years of struggle, I'm finally [VERB] my dreams.

This [NOUN] will revolutionise the way we [VERB] in the [INDUSTRY] space.

I'm grateful to my [PLURAL NOUN] who supported me through this [ADJECTIVE] journey.

Remember, always [VERB] your [NOUN] and never give up on your [PLURAL NOUN].

[CLICHÉ INSPIRATIONAL QUOTE]

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

New copywriters, hear this:

Stop fretting about your niche. it doesn’t matter. 

instead, fret about this:

How to improve your copy. 

That does...

***

Want to hear more from me? 

Stop in at The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms

If you're a freelance copywriter, should you have that Open to Work thing on your LinkedIn photo? Does it just scream 'desperate'?

Or, if you are open to work, is it a no-brainer?

This is one of the topics Hayden and I discuss on the BRAVE NEW WORD PODCAST client acquisition special.

(edit - if you're interested, apparently there is a way you can make the open to work banner visible only to recruiters. See Mandy's comment below)  

It is, as you may have suspected, all about how and where to find copy work.

It dropped last Friday. And since then, two copywriters have already contacted me to say they've found work using some of the tips we reveal. 

So, having a listen really is a no-brainer. Simply hit one of the links in the comments:

My copywriting superpower (it’s not what you think…):

One attribute, above all else, has driven my success as a business owner and copywriter. I hope, for your sake, you don’t share it.
 
 It's this:
 
 I’m a complete idiot.
 
 Other than being able to string words together, I have zero skills or talent.
 
 Even working in a jelly factory years ago (not the most taxing of jobs) was beyond me. All I had to do was pack boxes with jelly packets. But in my first ten minutes I got so behind that I caused a blockage on the production line that took a whole day to sort out.
 
 So, when I fell into writing I was pleased to find something I could do well.
 
 But up until a decade or so ago I was grubbing around – eking out an existence through jobs I found on Guru (an old version of Upwork).
 
 Tough times. A lot of work for not much money. And I was horribly aware that this was it – I had no real skills or work experience to fall back on.
 
 I tried other professions, but without success.  
 
 One day, I had an interview for a job as a medical rep. A David Brent-like executive sat stroking his tie and asked me ludicrous questions (What sort of animal do you see yourself as?) before telling me that he’d seldom met anyone less suited to the job.
 
 As I drove home, I realised it was copy - or nothing. I had to make it.

 And it was then, dear reader, that I got serious about learning my craft. 

Other writers had told me for a while that, if I wanted more money and stability, I needed to start doing direct response copy. Copy that sells.
 
 Until then my bread and butter had been low-grade blogs, like ‘5 reasons to move to Greenwich’, so it was a stretch. Reading long-form DR stuff by guys like Ogilvy and Drayton Bird made me feel even more insecure.
 
 Could I do it?
 
 Well, for once in my life, I decided to put my back into learning something. I went all out to learn the principles of direct response copywriting. I read voraciously - Harrison, Raphaelson, Hopkins, Halbert, Sugarman, Schwartz, Maslen, Cialdini etc.
 
 I started picking up direct response work. And when I did, I tried stuff. I tried things that bombed (and lost clients along the way) and I tried things that soared. And I learnt from all my successes and failures.
 
 All my hard work paid off.
 
 Now, when I write copy, I almost do it without thinking – as I know so much about what persuades. 

 
 That’s why you’re still reading this post.

What’s my point? It’s this:

Stick with what you’re doing. If it’s not going well, get better at it. That may not be easy, but it’s easier than trying to do something completely different. 

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

Four words freelancers must drum into their skulls:

These words could change your life, if you stick to them.

Or at least your day. 

I'm conscious I'm reining it in quite a lot there, but I don't like to over promise...

OK, let's cut to the chase. I'm talking about:

'Just get it done.'

***

Want to hear more from me? Stop in at one of my virtual pubs:
 
 Copywriters: Go to The Copy Arms, where I serve advice on writing copy and career building - bit.ly/thecopyarms
 
 Small business owners, freelancers and solopreneurs: Join me in The Solopreneurs Arms, where you discover how to market yourself better and sell more - bit.ly/thesoloarms

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