Hi Gang,
This is an important interview I want all of you to read.
I really appreciate Ryan Healy for giving me time to do this interview.
Thanks Ryan, I sure do appreciate you.
Without further adieu, let’s dive right into the interview:
Edward: How did you come into copywriting? What made you choose copywriting as a career?
Ryan :My story begins in the 8th grade. That is when I knew I would be a writer. Of course, I imagined I would write novels, and I have attempted that, but that’s not where I ultimately ended up.
First, I wrote articles for the high school newspaper. Then I became the sports editor. Then I became the feature editor. I worked on staff for two and a half years. That’s really where I polished my grammar, punctuation, and editing skills.
Next, I wrote for the local community college. They had a newspaper called The Rapp Street Journal. I was paid per column inch to write articles. They gave me all the difficult jobs, so I quit after a few months. It simply wasn’t worth the trouble for the little money I was earning.
From there, I embarked on a series of jobs and entrepreneurial experiments. I installed wire closet shelving. I worked with 401(k) investments at Merrill Lynch. I started a vending business.
It wasn’t until John Holzmann contacted me about writing copy for his homeschooling business that I made the switch to “copywriter.” I took the position he had offered me. My first task: use Google AdWords to drive traffic and sales. AdWords had just been released, so it was new territory.
Anyway, over the next three years, I learned a lot about marketing and copywriting (especially for a print catalog). So that is how I got my start.
Edward: Is a copywriter a solution for all the problems a marketer faces? Why do you think people should hire copywriters?
Ryan: Clearly, a copywriter is NOT the answer to major marketing problems.
I personally believe business owners should hire copywriters when they want to improve the results they are currently getting. It is not wise to hire a copywriter for an untested idea. The financial risk is too much.
Better to test the idea first, get some results, then hire a copywriter to improve those results.
That said, the businesses that will profit the most from hiring a copywriter are those that already have a product, are getting traffic, and are getting sales. Hiring a copywriter at this point could improve results by 20%, 50%, 100% or more.
Edward: What are the top 7 common mistakes you face with your copywriting clients? How would you help them rectify it, if you can?
Ryan: Hmmm… the top seven mistakes I see are probably these. (Note: These mistakes are not only made by my clients, but by prospects with whom I’ve decided not to accept as clients.)
Mistake #1: Editing copy too much before it has been tested.
Mistake #2: Relying on personal opinion rather than fact.
Mistake #3: Not measuring results.
Mistake #4: Not testing to make improvements.
Mistake #5: Creating new products without consulting the market.
Mistake #6: Expecting copywriters to perform for less than minimum wage.
Mistake #7: Not planning far enough in advance (asking for copy on short notice).
Rectifying mistakes 1-4 is simple. Stop editing, stop guessing, and simply put the copy to the test. Measure results. Test multiple versions to see which one works best.
To rectify mistake #5, consult the market first before creating a new product. Ask them what they want, then create it.
To rectify mistake #6, pay a decent fee to your copywriter.
To rectify mistake #7, plan your projects two to three months in advance. Give your copywriter enough time to write the copy you have requested. Don’t expect miracles when you’ve given less than two weeks’ notice.
Edward: What is the ONE most important thing you look for in a client?
Ryan: Marketing savvy.
As many marketing geniuses have said, you will go broke educating your market.
Edward :What has been your toughest copywriting assignment and how did you tackle it?
Ryan: It depends on what you mean by “tough.”
The toughest assignments, in my opinion, are those that you complete and then don’t perform as expected. Since I follow up with all my clients, I know which projects are doing well, which are doing okay, and which are doing poorly. Only a handful don’t perform as expected, but it happens.
I’m currently involved with a project that initially didn’t pan out as expected. It is the third project I have done for this particular client. The first two were smashing successes. The third was a dud. There are many reasons for this.
Ultimately, I have stuck with this project for 4 months. To say it has been a lot of work would be an understatement. We finally identified a couple major issues and corrected them. Now the project is a success. Next time, it will be even better.
Sometimes a copywriter must go the distance to ensure the success of a project. Going the distance is not easy. It requires the investment of hours that will not be repaid with cash. But it is worth it. The additional effort will be repaid with currency of a different kind.
Edward: What is the ONE most important tip you can give anyone who looks to hire a copywriter?
Ryan: Look for someone who has testimonials and can demonstrate results. This is proof that they can do what they say they can do.
Edward: Where should my readers go to learn more about you? What is the best way to contact you?
Ryan: If you are interested in becoming a copywriter or growing your copywriting business, please get my special report on how to get your first copywriting client. If you would simply like to learn more about me (and read some free marketing and copywriting articles), please visit my copywriting blog. Thanks.
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![Edward \](http://edwardwrites.googlepages.com/EdwardApu.jpg "Edward \")