Taylor L.

“Taylor has always been professional, punctual, and has gone beyond the call of duty numerous times for us; stepping up when we were in a pinch countless times. There is no doubt in my mind Taylor could perform any task asked of him at a high level. I have recommend Taylor to more than one client. He is dedicated and has an insightful mind. Taylor is always ready to perform and is always willing to go the extra mile; he would be a great addition to any team!” Tony Ciulla, Engagement Manager, WorkFusion “Taylor is a valued and highly productive member of our content project team. His candid feedback, attention to detail and timely response are necessary in order for our Elance/Upwork client to meet weekly deadlines. Taylor has the unique ability to ascertain client project scope, ask pertinent questions and consistently produces quality work. He ALWAYS delivers as not only a writer, but an editor and moderator. While Taylor can write in AP style, he also has the ability to research, write and produce in many different formats. You need only to inform Taylor of your requirements.” Dawn Dasburg, CPC, Program Consultant for Workfusion CONVERSIONS. You need more of them, and you want someone to help make it easier to get them. That's what your copywriter needs to do for you. It sounds simple, but if you've worked with other freelance copywriters before you've probably discovered that not all of them really get it. They get lost in the jargon they think will impress you, like "SEO" and "sales funnels" and "click-through rates." But tools don't make the professional. The way you convert prospects into buyers really comes down to how well your copywriter understands two things: your product and service, and your target customer's mind. UNDERSTANDING YOU: To hook your prospect, you need to make him see the features and benefits of your product or service directly make his life better. Solve a problem he can't otherwise solve. Help him save money, or make more of it. Good copywriting requires solid preparation, as much as is needed to make sure that your benefits to your prospects shine through in the copy. I've worked as a journalist, technical writer and attorney for almost three decades. All of these fields honed my interviewing and research skills, so even when confronted with a topic or item I haven't seen before, I can draw from others what I need to know to produce informative and persuasive sales copy. UNDERSTANDING YOUR PROSPECT: Features and benefits are important, but they're only half of the successful conversion equation. The other half is what we call, "psychographics." Which is a fancy word to say, "Learning what makes your prospect tick." You do this to some extent with demographics: Let's say for example that your prospects are men in their 40s and 50s, mostly college-educated, live in medium-to-large urban areas, and earn $100,000 or more annually. This information alone should tell your copywriter a lot about how to write to that type of audience. But there's more to it than that. Psychographics uses what you know, or can learn, about your prospect's emotional drivers to find and draw out enhanced benefits. It requires digging as deeply as possible into the "core" emotional needs of your prospect. Psychographics can require subtlety, but when your copywriter can skillfully weave in deeper benefits with the more obvious ones, the effect on the prospect is much more powerful. So let's wrap up: if you want a copywriter who knows all the "buzz words" like the ones I mentioned above but hasn't thought through the deeper logistics of preparing a solid marketing piece, there are plenty of them on Upwork. You can pay many of them a lot less, too. And get what you pay for. But if you're serious about your marketing project, and see your copywriter as an investment in maximizing your conversions instead of a "cost" to manage, then we should talk further about how I can help you craft an optimized, calculated and prospect-oriented profit-making strategy. Taylor Lake