“UX”
Demystified!
Give Us an Hour and We’ll SHOW You the “Magic” Behind User Experience Copywriting…
So You Can Walk Away from This Demonstration Understanding Why It’s the New Standard EVERY Company Online Needs…
And How Knowing It Could Be the “Clincher” When It Comes to Landing Top Clients Today
Hi there!
Rebecca Matter here…
I’m VERY excited about today’s training.
I love being in front of a big surge like this…
Especially when it sets you up to easily land writing assignments AND earn higher fees.
But first, I have a quick question for you (and this might be a bit odd)…
Have you ever seen 3D sidewalk art?
Here, check this out…
BECOMES
↓
How cool is that?
… You walk around to a different vantage point, and voila…
Well, today you’re going to witness the copywriting version of this…
Because UX — or user experience — is one of the most exciting opportunities for copywriters today.
Companies are desperate for it…
Because even though more people are shopping online than ever before, they have more options, too.
And a bad user experience means people go elsewhere — along with their money.
That’s why UX copywriting is the future of copywriting.
And if you don’t know it or understand it — you’ll be at a disadvantage.
And therein lies the problem…
Most copywriters don’t truly understand what UX copywriting even is.
They hear “UX” and think it’s something technical, like web design or coding.
And for a long time, that was mostly true.
UX WAS about the behind-the-scenes technical stuff.
But as a copywriter, you know NOTHING is more important than the words on the page.
That’s why one of the BIGGEST marketing trends of the past few years is applying UX principles to the COPY…
With the same intention of making your reader’s online experience easier…
More fluid…
More engaging…
More fun.
And speaking of “fun,” we’re going to have a lot of that today…
My special guest happens to also be a very good friend of mine.
She’s an expert who’s been writing UX copy since way back in 2003 — long before anyone even knew about it.
She’s been hired to write UX copy by some of the biggest stars in the digital marketing space — names you might recognize, like Brian Clark, Nick Usborne, and Marketing Profs’ Ann Handley.
And I’ve invited her again and again to present on UX copywriting — at live events like our Web Intensive and State of the Industry summits.
In fact, the woman you’re about to meet is so much of an authority on UX and such a skilled teacher, she’s been brought in to train companies’ in-house writers in UX copywriting.
But instead of trying to explain what UX is to you — and you walking away still not sure what it is…
We’re going to show you…
Through an incredibly fun LIVE demonstration.
And you’ll get to be a part of it!
We’ll be asking YOU questions…
And get your opinions on the copy and experience.
By the time we’re done, you’ll truly “get” the whole UX copywriting opportunity.
You’ll understand why it’s the “future” of copywriting online.
You’ll see just how big the demand is.
And you’ll know why every company with an online presence will have to adopt it sooner rather than later.
You’re also going to see the types of projects UX copywriters work on and how much you can earn from these projects…
We’re going to answer your questions…
And most importantly, you’re going to watch “ordinary” copy get transformed into copy with UX in mind…
So you’ll know HOW to write UX copy yourself.
By the end of our time together, you’ll know more about writing powerful UX copy than 99 percent of copywriters today.
Not only that — but as my special guest will explain…
More and more these days, having UX copywriting skills can be the clincher when it comes to landing writing projects!
And my guest will show you how to get a quick “Yes” just BECAUSE you understand UX…
Check this out…
For a long time marketers considered email the best marketing channel, because the return on investment from email marketing is about $44 to $1.
Now, imagine if you handed me a dollar and I gave you back $44.
It would be amazing, right?
You’d be handing me dollar bills until the cows came home!
That’s why companies invest so much time and money in email.
But check out this stat I found while preparing for today’s training…
According to Forrester Research, on average, the ROI for UX is a $100 to $1!
That means that for every dollar companies put toward improving their UX, they get an average return of $100 in sales!
That’s a 9,900 percent return on investment…
Almost immediately!!
I found loads of other stats, too, while preparing for today…
They show that company websites with a good, solid UX strategy increase conversion rates — which is marketing lingo for “sales” — by 400 percent.
That’s like you going out and getting a fourfold raise… from $50,000 a year… to $200,000.
With results like that, you can see why the demand for UX copywriters is skyrocketing…
And why more and more companies — your potential clients — are realizing that investing in their UX is pretty much like printing money.
And for you…
The sooner you become trained on this skill?
The sooner you’ll be in higher demand and able to command higher fees as a copywriter…
From virtually ANY company that’s online.
So, you can see why today’s event is so big… and why it’s such a great thing that you’re here.
Let’s not wait any longer.
I’m excited to bring on my guest…
One of the true pioneers who was writing and defining UX copywriting before it even had a name…
Heather Robson.
Hey, Heather — Welcome!
Oh wow, Rebecca… what an amazing introduction!
Really excited to be here.
Awesome!
Now Heather, I know UX is hard to nail down.
And like I mentioned, we’re going to SHOW everyone what it is.
We invited some of our members on this call right now to go on a little scavenger hunt and find some bad user experiences…
So you could go through a few of them and show how you’d “fix” them…
But before we get to any of that, I think it might help to at least start with a definition.
So — tell us…
What the Heck IS UX Copywriting?
Great question…
And by the way, here are a few examples, just to give everyone a quick taste of what good UX can look like and how much fun it can be.
Now, I know from working with companies and teaching UX copywriting that there’s a lot of confusion.
So, let’s talk about what UX ISN’T.
You mentioned in your intro that a lot of people — including writers — hear “UX” and think, Oh, that’s technical stuff.
That’s design stuff…
That has nothing to do with me.
Of course…
… there IS a technical component of UX.
Because part of having a great experience when you’re on a website means the design is clear and clean, the layout looks good, and you can easily find what you’re looking for.
Okay, so that’s UX design?
Yep. In very basic terms, that’s UX design.
Then we get to UX writing.
This is all the small bits of copy you’ll see on a website. Like the copy on a button, for example. Or that you might find in an app.
These bits are called “microcopy” because they’re so small.
But even though we’re talking about words now, these words have more to do with the website’s functionality.
Right — like the other day I was on a site and there was a button that said something like “Make me smarter” instead of “Continue reading,” like most sites would have.
And I thought to myself, Wow, that’s so simple, but it’s way more engaging!
Right. That’s microcopy.
Okay — but that’s not what we’re here for today, either. Right?
You might do some of that, Rebecca, but there’s a MUCH bigger opportunity for writers…
Another huge aspect of UX that really brings the whole “user experience” together…
And that’s user experience copywriting.
So we’ve got UX DESIGN — that’s how a webpage or a website is designed…
Then there’s UX WRITING — which has to do with microcopy… the words you find on buttons and pop-ups and things like that.
But our focus today is UX COPYWRITING?
Exactly. Now, don’t get me wrong — ALL aspects of UX are important.
But UX copywriting — that’s where there’s a massive opportunity for copywriters today.
Because the design people… even the people who write the microcopy…
They’re not experts in UX copywriting, where it’s all about giving your client, the company, the website — the whole online experience, really…
A personality.
Now, what do I mean by “personality”?
We’ve all been on websites…
And we all know from our own experiences that the most memorable websites have unique “personalities.”
Harry’s — the razor company — comes to mind.
They sell razors.
Now, not exactly a sexy product.
But compare Harry’s online experience with, say, Schick’s — and they’re very different.
With Schick you get a place to buy razors, which is fine.
But with Harry’s, you’re part of a philosophy…
One that’s about honesty, integrity, and giving back.
So there’s a different “feel” when you get on each site…
And as a UX copywriter, you help create that “feel…” — that personality.
Okay, well, the first thing that comes to mind about UX copywriting is that it’s creative — and fun!
It really is… that’s why I love it.
And I think everyone watching today is going to agree.
In a lot of ways, UX copywriting is about creating a character and “acting out” that role in words.
For a writer, it’s fun… it’s creative, as you say…
And on top of that — the demand is huge… so it’s a great way to make a living as a writer.
That’s why I can’t wait to get to your demonstration…
You’re going to look at a few pieces of copy and “UX” them right before our eyes, correct?
Exactly. I’m going to shift your perspective so you can see how fun and simple UX copywriting is!
Exciting!
But before we get to that…
Soon ALL Copywriting
Will Be UX Copywriting
As fun and natural as UX is to write, this is no longer a “nice to have.”
This really is the FUTURE of copywriting.
The more companies see the positive way customers respond to a great user experience, the more they’ll invest in UX copywriting…
I know that’s true for AWAI…
You know, I’m glad you mentioned that, Rebecca…
I came across a crazy statistic the other day that shows how big UX is getting…
There’s a company called the Nielsen Norman Group, which is the “godfather” of all things UX…
They’ve been tracking how all UX positions have been increasing. If the current pace holds, then by 2050 there will be 100 million UX professionals worldwide — including copywriters, designers, and product developers.
That’s roughly 1% of the entire human population working in UX!
That’s how important UX is in all aspects of business…
And it’s why the day is coming — and it’s a lot sooner than most people think — when ALL copywriting will be UX copywriting.
It’s becoming the standard for every business to write its copy with the user in mind.
And it makes sense when you think about it…
Imagine going out in the real world to buy a new car.
Let’s say you want to get a midsized sedan. And you narrow your choices down to your two favorites.
Both cars are really similar. They have the same safety features, the same gas mileage, the same horsepower…
They both come in the color you want…
And even the price is the same.
But when you go to the first dealership to check out the car and take it for a test-drive, the salesman is in your face right away.
He keeps pushing all the “extras,” even after you tell him you’re not interested in adding them on.
And he tries to strong-arm you into buying then and there, despite your saying up front that you’re not ready to make a decision yet.
Compare that with the salesman at the second dealership…
He greets you with a warm smile, brings you a fresh cup of coffee, and asks how he can help you.
He patiently answers every question you have, asks if you’d like to hear about any of the add-ons, and respects your wishes when you tell him no.
And instead of putting any pressure on you to make a decision right away, he simply hands you his business card and tells you to call any time.
I’m sure you see a clear difference between these two scenarios…
The first guy is all about selling the car.
The second guy wants a happy customer… even if it takes longer.
Oh, of course.
It’s one of the first rules you learn as a copywriter…
Nobody likes to feel like they’re being “sold.”
You sell much more effectively by taking the time to understand what your customer wants — and helping him or her get it.
There, Rebecca — you just nailed it.
Nobody wants to feel uncomfortable. And they want their buying process to be easy. Especially when they’re here to spend their hard-earned money.
And just like that second car salesman will help more customers get what they want, it’s so important for a website to help more visitors get what they want.
When you visit a website to shop, you might ask yourself, Is it easy to find what I’m looking for? Is the checkout process clear and convenient?
Those are important questions. Because the ease of navigating a website and doing what you’re there to do plays a BIG part in whether you shop there.
Take Amazon…
I read somewhere that they have over 350 million items for sale.
That sounds like it could be a total mess to find what you’re looking for on their site…
But it’s not.
If you know what you’re looking for, you can usually find it in about three “clicks.”
That’s why 197 million people each month shop there.
Their UX is so smooth.
Yeah… not to mention, being able to order something from your living room and have it dropped off at your front door in a day, or even hours…
That’s also incredible UX.
All part of it, right.
But that’s just one piece of the puzzle, right? We still want to get back to this idea about a company’s “personality.”
Absolutely. As consumers, we know that how a company online makes us FEEL is important, too.
We all pretty much ask ourselves the same questions when we shop, either consciously or subconsciously…
- Did I feel welcome?
- Did the way the company talked to me make me feel good?
- Do I feel a connection?
Rebecca, have you ever had a shopping experience so great that you wanted to tell your friends?
Have you felt like you would be doing them a favor by recommending they shop there?
That’s how you know you had a great user experience.
I have had experiences like that — and I do tell my friends!
But what I love about these questions is that they don’t apply just to in-person shopping.
They’re critical for our online shopping experiences, too.
And when a company has a distinct personality…
And people like engaging with them…
I’ve seen studies — and I know from firsthand experience…
I’ll stay loyal to them… EVEN if they have higher prices or don’t have the selection other stores have.
Exactly.
And along with an attractive design and smooth navigation, these “how does it make me feel” questions are the deciding factors when it comes to where we shop.
I just saw an article about UX on Forbes.com that said, “UX now forms the heart of your competitive differentiation.”
When you think about it — brick-and-mortar retailers have known this for years!
That’s why retailers spend a fortune on displays, signage, décor…
They want you to feel good when you come in…
Even smaller stores in your town…
Where would you stop for a few groceries, given the choice?
Here?
Or here?
Ha! Pretty easy decision.
Even the name Juicy Fruits sounds fun and welcoming!
Right.
And a great staff?
People who take the time to listen, make you feel welcome and comfortable and aren’t just there to sell, sell, sell…
That completes the experience.
UX is all about making sure that positive experience all comes together online…
So when we’re talking a digital experience…
Whereas the storefront might be compared with the design and flow of a website…
The experience they have inside with the “people” — the “shopkeepers,” as it were…
How welcome they make you feel…
How helpful they are…
How connected and good you feel while you’re there…
And even after you’ve bought something…
That’s UX copywriting.
That’s the huge opportunity for everyone watching today.
Exactly.
If that copy is welcoming and makes people feel good about being on a website — they’ll stay and buy.
If not — it’s “see ya later…”
Yes again, Rebecca.
When you really fall in love with UX copywriting like I have, you get excited about connecting people with a product that could genuinely improve their lives…
Which means you want to give them the best possible experience so they keep moving forward.
But it’s not just that I love this style of writing and helping people…
Online shoppers these days not only want this experience… more and more they’re demanding it.
How Do I Know UX Is Making
a Difference in the Real World?
That makes sense.
As more and more companies up their UX game, fewer and fewer shoppers are willing to settle for a less than ideal online experience.
Which is why companies need copywriters with at least some UX knowledge — and it’s even better if they’re fully trained and certified UX copywriters.
Exactly. And the research bears this out.
One poll showed that 86 percent of customers will pay more for a product from a company that delivers a good user experience.
86 percent!
And 70 percent of those polled have abandoned a purchase because of bad UX.
Plus — here’s something that will make you a marketers’ best friend…
One of the most important metrics marketers track is customer lifetime value. Well, since good UX leads to repeat customers who buy from you again and again, that means it increases lifetime value!
When you see statistics like these, it’s just so obvious why UX copywriting is becoming the standard online.
I mean, businesses can’t afford NOT to offer good UX.
And let’s be very clear…
The UX copywriting we’re talking about doesn’t apply just to a company’s website as you’d see it on your computer, right?
No, UX pretty much applies to every touchpoint along the way. So social media, blog posts, emails… It’s critical that they all give customers a great user experience.
Another key factor with UX is making a website mobile-friendly.
Oh yeah, I’ve definitely had those experiences where I’ve tried to buy something from my smartphone but it wasn’t responsive, and the buttons were tiny, and I had to enlarge everything just to do it.
Or trying to read a blog post or web copy but one paragraph took up my entire phone screen.
It was a mess!
Well, Rebecca, if you actually stuck it out and stayed on those sites despite the poor UX, you’re in the minority.
Most people don’t.
Google found that 61 percent of visitors are more likely to leave a site that isn’t mobile-friendly. And 67 percent are more likely to buy from a site that IS mobile-friendly.
Well, considering that mobile now accounts for more than half of all online experiences worldwide — including e-commerce — that matters a ton!
Okay — I don’t think there’s any question at all, Heather…
UX is the future of copywriting.
It’s not a nice-to-have skill as a copywriter…
It’s ESSENTIAL.
Absolutely.
I like to make the point that today, UX has a name because it’s this big undeniable trend in online marketing.
But very soon, it won’t even have a name. It will be ubiquitous — the “new normal.”
Which is why as a copywriter, you will be so much more valuable to your clients by being able to offer it now.
Right… and the same applies to companies.
They need to get on the ball now as far as UX goes, or they’ll be left behind.
Which brings up another point I want to talk about…
And that’s the OPPORTUNITY right now.
As I understand it — the demand for UX copywriters is HUGE.
I’m talking “off the charts.”
EVERY Company Online
Could Be a Potential Client for You
It is, Rebecca.
And I think we’ve already made it clear why…
If a company is already focused on user experience — they’re going to hire only copywriters who understand UX copywriting…
And if they’re not on the UX train yet — they gotta get on board soon… which means they, too, will need UX copywriters.
So that’s the reality.
A LOT of businesses use email — but not every business.
A LOT of businesses use social media — but not every business.
A LOT of businesses have a blog — but not every business.
And you can keep going down the list.
Not every company uses every marketing channel.
But every company DOES provide a user experience… whether they mean to or not.
And if you can be that writer who delivers a good, deliberate user experience — you have a MASSIVE edge over 99 percent of the copywriters out there who have yet to understand or embrace UX copywriting as a specialty.
And you’ll have a much easier time getting a yes from clients.
That’s why we’re so excited to have you here today, Heather.
It’s our mission at AWAI to be on top of the latest trends out there, and a wave like this that’s engulfing the entire industry…
Where every business with a website is a potential client for you…
It doesn’t get much bigger.
In a minute we’re going to get to your demonstration where you’re going to transform some ordinary copy into UX copy before our very eyes…
But before I get to that, I want to talk about something you brought up to me, privately, about UX copywriting…
Something that drew you to it before anybody was really talking about it…
A “No-Niche” Writing Opportunity
I found this so interesting because one of the biggest hurdles or “questions” new copywriters have when starting out is trying to decide what niche to choose…
And worrying that they might pick the wrong one and then have to start all over again…
Heather, you experienced this too…
But when you got into UX copy — that worry went away.
Absolutely…
This truly was a breakthrough for me… this idea that I no longer had to worry about choosing a niche.
I know a lot of new copywriters get hung up on choosing a niche…
But if you specialize as a UX copywriter, you really don’t need one.
Every time I tried to niche myself, it lasted about 24 hours before I was just miserable and felt like I had put myself in a box that was too restrictive.
Now, don’t get me wrong — I understand there are benefits to niching. Clients see you as an expert in your subject area… and that lets you charge higher fees…
It just wasn’t the right choice for me.
And as someone who specializes in UX copywriting, I don’t really need that expertise in one area anyway.
Literally, no — none, zero — clients are off-limits.
I mean, this year alone I’ve written for clients about emerging technologies like A.I., virtual reality, and blockchain… medicinal and culinary mushrooms… HVAC… and, of course, digital marketing and business building.
And even beyond niches is the types of copy you write.
When you apply the UX treatment to content like articles, blog posts, and website copy, you’ll focus on giving people exactly what they’re looking for — which means you can help improve your clients’ search engine rankings in the process.
You can also apply UX principles to emails… social media… case studies… video scripts… and more.
No matter what type of copy it is, or what niche it’s in…
Most of the work I do is just like what I’m going to demonstrate…
Where I’ll take some copy that’s more likely to put a reader to sleep than get them to buy anything…
… and I’ll bring it to life with some flair, some fun, and some personality.
I mean, sure, it’s important to share the relevant information the visitor needs… and to be clear about it…
But as a UX copywriter — you get to have FUN with it…
You’ll see in a minute…
If it’s dry or boring — like a bad date — they won’t stick around.
They’ll find someone who’s more fun and dynamic…
A more exciting personality.
UX copywriting is the same. That unique personality has to shine through.
UX Copywriting Is All About
“Help, Help, Help!”
I absolutely get it!
Okay, so now I want to ask you folks watching…
What do you think?
How do you see UX copywriting so far?
What do we know?
We know UX is the future.
If a company is not delivering a great user experience both in terms of the design and flow of their websites…
And in terms of how they speak to you through copy…
Not only are those companies missing out on a 100-to-1 return as far as dollars in and dollars back, but…
They’re also going to get left far behind.
And we know that if you can’t write user-friendly copy as a copywriter…
You’ll be behind the curve as far as what’s needed from copywriters today.
And that goes for ANY writing you do — websites, emails, social media posts, blogs…
That’s a fact…
So how many folks out there want to learn UX simply because it’ll soon be the new standard in copywriting?
Just write in the chat “That’s me!” or anything else that comes to mind…
And while you’re answering, I’m going to turn back to Heather, because the reality is — there are lots of other reasons to be a UX specialist copywriter… right, Heather?
For sure. We talked about not having to choose any particular niche — which really opens up a world of opportunity for you…
But there are a few other considerations that stand out to me…
One thing — and this is kind of ironic…
Some copywriters are resistant to the idea of selling. They’re just not comfortable with it.
Truth be told, I’m the same way.
I’m not comfortable pushing and pushing and pushing people to buy something — whether it’s in person or in writing.
If that’s you, then I think you’ll really love UX.
Because your core mission as a UX copywriter isn’t to sell…
It’s to HELP the reader by removing obstacles and friction… making their experience more fun and enjoyable… keeping them engaged.
And the funny thing is that when you focus on helping instead of selling, you wind up selling more.
That’s right.
You mentioned that companies’ ROI on money they invest in their user experience is $100 to $1.
By writing copy that helps people — that gives them the information and knowledge they need to make a buying decision in a clear and focused way…
Without shouting or coercion…
You build a relationship based on trust.
And that means your customer is likely to buy from you not only THIS time, but the next time, and the next time…
You earn a customer for life with good UX copywriting.
I love what marketer Seth Godin said about the higher purpose of marketing and, by extension, UX copywriters:
Our job is to help people become who they seek to become.
And I would add — in the clearest and most personally engaging way.
That’s what being a UX copywriter is all about.
Yes, that’s perfectly said, Heather.
I’ll ask you folks out there…
How many can relate to this aspect of UX copywriting — where the focus isn’t on selling, but helping the reader…
I bet it’s a good number.
Hey, I’m with those folks.
I just love knowing that the copy I’m writing is helping to build a relationship based on trust and respect — and that I’m helping people get what they need and want.
But there’s another aspect of UX copywriting I love…
For example — and you know this all too well, Rebecca…
One of the reasons sales letter writers get paid so much is that their letters are built on a Big Idea that resonates with a lot of readers.
But coming up with a fresh, powerful, unique Big Idea is tough!
Now, some people love that challenge. And that’s great — they’re the ones who are cut out for writing sales letters.
But if that’s not you, and you don’t want to be bothered — guess what?
You don’t have to dream up Big Ideas as a UX copywriter!
And you’ll never write those 20-, 30-, or 40-plus-page sales letters.
Think about how long the copy on a homepage usually is… A page or two of writing?
Or on an About page… A page or two?
Or a blog post… A few pages?
That’s the sort of stuff you’ll be writing.
But here’s something else that I know will appeal to a lot of writers…
Beat the Blank-Page Blues
Sometimes you won’t even face a blank page at all!
A lot of times, a UX copywriter’s job is to audit copy that already exists…
Including a lot of those same projects I just mentioned, like homepages and About pages, and maybe email sequences…
And instead of writing them from scratch, you’ll edit them to improve the user experience.
That makes a lot of the projects you’ll work on even faster to complete — and it’ll save you any anxiety you might deal with when you’re beginning a new project.
That’s awesome, Heather. And I agree that a lot of writers find that idea of not facing a blank page appealing.
But why don’t we pose that question to the audience now…
How many folks are drawn to this idea of “short” copy — bite-sized projects you can usually knock off in a day or two? Or to the idea of just editing copy that already exists instead of writing it from scratch?
Again, let us know your thoughts in the chat!
Another thing I love about being a UX copywriter, Rebecca, is that you get to be more than a writer.
You get to be a consultant and a strategist…
Remember, if you take on a client who’s new to UX — you’re helping them create a “personality” for their online presence…
And that’s a lot of fun.
Right, and I’m eager to hear you talk more about what it means to be a consultant and strategist when we get to the “money conversation,” which we’ll talk about in a minute…
I’m sure the folks listening want to know how UX copywriters get paid — right?!
Because it’s a fact — when you bring that kind of value and expertise to the table…
You’re definitely worth more…
I keep going back to that amazing stat — for every dollar invested in better UX, the return can be as high as $100…
And a big chunk of that return goes right into the copywriter’s pocket — and rightfully so!
Okay, Heather…
I think it’s time to demonstrate what UX copywriting is all about…
Just how fun and easy it is.
Now, I believe you’re going to talk about three projects.
You’re going to show “old” copy…
Then demonstrate how you, as a professional UX copywriter, might transform that copy?
That’s right!
And I’m also going to take our three scavenger hunt examples of poor UX and walk through how I’d “fix” them…
I can’t wait!
– Demonstration Video –
Why UX Copywriters Get Paid So Much
Wow! So awesome, Heather!
Thank you so much for walking us through those examples.
It’s really one thing to see the changes made — but to hear the “why” behind those changes… That really drives it home.
I’m so glad. And now that everyone has seen UX copywriting in action, I hope they realize just how simple it is. And how much fun you can have doing it.
And I want to thank all of you for your input…
Obviously, we have a lot of people watching today who “get” the whole user experience and would make great UX copywriters.
Just following these examples, people watching today know more about UX copywriting than most copywriters working today.
And that was just a small snippet from what you teach in your LIVE UX Copywriting Mastery & Certification training, which you’ll be starting on October 19 and that folks watching today will have an opportunity to be a part of, correct?
Yes, I’m really excited about that. If there’s anything I love more than writing UX, it’s teaching it. And we always get a great group…
There’s something about people who are attracted to UX writing…
Really fun — and I get so much great feedback.
Absolutely… I see that feedback, and I have to say… people love learning from you because you give them everything.
You’re so committed to making sure these folks walk away as experts in UX copywriting… ready to step in and help any and all businesses that need an online “personality overhaul.”
People really appreciate it.
We’ll tell you how to save your spot in Heather’s full UX copywriting training in a few minutes.
But for now…
Why UX Copywriters Get Paid So Much
Always fun answering all the great questions we get!
Absolutely, but first it’s time to talk about one more critical piece of the puzzle, Heather…
Money… and clients.
Because the reality is, as a UX copywriter, you have a valuable added skill… and you can definitely charge more.
Can you talk about what the “money side” of things is like for UX copywriters?
Of course!
It’s a little like when you get gas for your car, there’s regular — and there’s premium.
Premium is a higher grade. It makes your car run cleaner and more smoothly, so it’s priced higher.
As a UX copywriter, you make the user experience run cleaner and more smoothly — which results in more engagement and more sales…
So you can definitely charge more.
You’re more than a copywriter… Like you mentioned earlier, you’re actually a strategist and a consultant. Am I right, Heather?
Absolutely!
You’re helping shape your client’s whole digital personality, which is so much fun AND critical to their business…
So you can charge much higher fees than a typical copywriter — and I’ll get to some of those fees in a minute.
But then, think of all the writing there is — turning entire websites, welcome letters, and email into new UX copy…
Plus all that new, future content.
Who better to write that than you — the person who’s engineering this amazing experience!
Now let’s talk about the money…
According to ZipRecruiter, the average pay for a staff UX writer in the US is $101,237 — among the highest you’ll see for any type of copywriter.
And freelancers can make a lot more…
Remember what I just said about consulting and strategizing?
You can earn great fees just auditing your client’s copy, before you even write one word…
Get paid up to $2,000 for an e-commerce audit, where you’ll review the shopping and checkout process…
A mobile-friendliness audit, where you’ll make sure the copy works on mobile devices as well as on larger screens, can earn you up to $3,000…
And you can make up to $6,000 for a whole website audit!
So there’s the potential for some BIG projects here.
Absolutely.
There are some smaller ones, too, that I LOVE for new UX copywriters to break in with.
My favorite is a welcome email or series.
So many companies that use email marketing either don’t send out a welcome email, or it looks like someone just dashed it off quickly because they know they’re “supposed” to have one.
But this is actually one of the most important assets for businesses, because a welcome email typically gets the highest open rate of all emails.
So you can approach a potential client this way when you see they need help and charge about $500 for a welcome email or series.
Then there’s a totally different way of getting paid, which is by working on retainer.
If you’re the go-to copywriter for a client, thanks to your UX skills, and they need more and more copy all the time…
It’d be worth their while to hire you on a monthly retainer.
Get just one client to hire you for $5,000/month, and that’s $60,000 right there.
Now imagine landing three clients at that same fee — that’s $180,000… all from writing fun stuff and crafting website personalities.
Once you’re good and fast, you might even take on four and five clients…
And, well… now you’re looking at well over $200,000.
And here’s one more possibility that makes a lot of sense for UX copywriters…
Most clients aren’t looking to sit down with you, explain their needs and pain points, and have you give them a custom proposal.
Their chief concern is usually how fast they can get better results.
So one thing I like to do is “productize” my services.
Basically, that means I’ll give them a “menu” of a few different options.
For example, if they need help with their onboarding process, I can just point them to my website and say, “Here’s exactly what I do for that project, here’s my process, here’s the turnaround time, and here’s my fee.”
Same thing if they want help optimizing their site for mobile users. I have all the information spelled out for them already.
They know what they’re getting, what they’ll pay for it, and how long it will take.
It makes it very easy to come to an agreement where the expectations are clear on both sides — no hassle and no fuss.
I LOVE the idea of “productizing,” because it lets you know what to expect. You know how long it takes you to complete a project, because it’s the same each time.
It means that as a freelancer, you’re no longer running around doing 20 different things for different clients.
And this whole “productizing your freelance writing business” concept gives you so much freedom and control over your business…
And is how you can truly live what we call the writer’s life…
Where you can pick and choose the clients you work with…
Set your own work hours… and decide what kind of income you want to make.
And, of course, it helps when you’re jumping into something like UX copywriting, where you can ride the huge wave of momentum as it becomes THE standard form of copywriting in the coming years.
I one hundred percent agree.
And “productizing” your services makes it SO much easier to have the confidence to approach clients.
It makes sure you have clarity about what you offer… why clients need what you offer… and your pricing.
This is also a great way to set clear expectations of what you’ll deliver to your clients (meaning you won’t end up having to do extra work for zero extra pay).
Exactly…
And speaking of clients…
“Seal the Deal”
with These Two Little Letters
… you spend a lot of time in UX Copywriting Mastery & Certification teaching new UX copywriters how to land them.
Can you give us a few tips now?
Of course. But before I do, let me start by saying this…
Especially for those writers watching right now who just listened to us talk about all the money you can make and are thinking, Gee, you know, I’m still looking for my first client or I’ve had a hard time landing any clients…
As soon as you mention your UX specialty, it makes it much more likely that you’ll seal the deal.
In fact, here’s the reality, Rebecca…
More and more these days, if you’re not well versed, trained, or certified as a UX writer, you might not even get the job. And it’s all because of what we’ve been saying — this is the direction of copywriting!
UX has become such a buzzword for clients — they often don’t even know exactly what they need. They just know they need “UX.” And when you come along and tell them you’re a UX copywriter, that puts you in the driver’s seat.
That makes total sense. I mean, why wouldn’t a business like ours favor a trained or certified UX copywriter over someone who doesn’t have that skill…
Exactly. There’s no reason NOT to hire the UX copywriter.
But having said that, let me give you a few quick ideas for landing clients…
An easy way to start is to spend an hour a day looking at websites. When you come across one that needs “UXing” — get in touch. That’s just one way — and, yes, I show you the right — and wrong — way to do that in my training.
There are also job boards and sites like ZipRecruiter, Indeed, and even LinkedIn. There are hundreds of jobs listed.
But those aren’t my favorite…
My favorite way to get clients is through something I call “life preserver” marketing.
It’s a method that puts you in contact with a business at the exact moment they need a copywriter the most — making you basically the only choice for them to hire, and letting you be the hero.
The great thing about this method is that it gets you to a yes so much faster…
And it’s all because you have something they need at the precise time they need it.
Again… I’ve had huge success with this, which is why I make it the central focus of the “Landing Clients” section of my certification training.
That’s awesome, Heather.
I LOVE your method of “life preserver” marketing.
And I’m excited that our members are going to have the chance to learn it, too — along with a whole lot more.
Which brings me to a very exciting announcement and a HUGE opportunity for you…
We’re Opening Up a New Round of
Our Exclusive UX Copywriting Certification with Heather!
I think you can tell by now…
There’s no UX copywriter in the industry I trust more to train AWAI’s members in this “new standard” of copywriting than Heather.
She’s just awesome — both as a writer AND as a teacher…
As I mentioned earlier, Heather has been writing UX copy since 2003 — before it was even a thing.
She’s worked with some of the biggest players in the industry and has written UX copy across a wide variety of niches.
And you’ll essentially get to be Heather’s apprentice for six weeks.
She’ll get you ready to take advantage of this massive opportunity now that ALL copywriting is becoming UX copywriting.
At the end of it all, you’ll also have the opportunity to get AWAI Verified™ as a Certified UX Copywriting Specialist.
This is how you can become a go-to UX copywriter and set yourself apart from 99 percent of the “regular” copywriters out there.
AND we’ve added something brand new that you’re gonna love. It’s a self-promotion kit that makes landing your ideal clients easier than ever.
We’ve never included anything like it — for this or for ANY of our certification trainings…
So you’ll be among the first to take advantage of this valuable new resource.
I’ll tell you all about it in a moment, but before we get to that…
Remember…
You already got a taste of what UX copywriting is all about from Heather’s demonstration.
This is your chance to get full and complete training in ALL the skills, the strategies, and the core principles of UX copywriting
I’m sure you might have questions, so let’s have Heather answer them here…
All right, so Heather — I’ll kick off the questions…
What Can Writers Expect from This Training?
And Is It Appropriate for Brand-New Writers Who Have Never Been Paid to Write Before?
Yes, it’s absolutely suitable for copywriters of any experience level — even ZERO experience.
Even if someone decides to join and they didn’t watch today’s demo, that’s more than fine. Because we’re going to start from the ground up.
In fact, the first two LIVE sessions we’ll go through in Week 1 are titled “Introduction to UX” and “Core Principles Behind UX Copy.”
This is where you’ll discover the mindsets that drive a good user experience. That alone will make it possible for you to connect with your readers faster — and that’s a total game changer!
You’ll also work on your first writing exercise right off the bat in our first session. This will help sharpen your UX senses.
Plus you’ll get a special bonus video on three ways to nurture empathy — so you can put yourself in the user’s shoes every time you sit down to write a project.
And we’ll go deeper into how genuinely caring about your reader leads to more sales.
I’ll even give you my personal checklist of UX copywriting principles you can refer to on every piece of copy you write.
From There, We’ll Get into the Meat of Sitting Down and Writing the Copy
The next sessions are all application. In Session 3, you’ll find out about the four Cs of UX.
Everything you write as a UX copywriter will run through the filter of the four Cs.
Once you know what they are and how to apply them — whether to existing copy you’re improving or to brand-new copy you’re writing — you’ll have the most critical piece for setting yourself apart as a UX copywriter.
You’ll also get the chance to work on your second exercise and apply everything you’ve learned so far.
This will help you see in real time how simple it is to take copy that wasn’t designed with the user in mind and make it much more user-friendly.
Then in Session 4, we’ll cover UX for e-commerce sites.
We’ll look at product pages… the step-by-step buying process… and the order forms… and make them more UX-friendly.
By the time you’re done with this session, you’ll know how to do a highly valuable project type you can offer clients…
One that’s in high demand and can help you get your foot in the door.
That sounds amazing. And I’m so glad you brought up this e-commerce project they’ll learn. So tell me…
What’s the Full Scope
of Projects Your Trainees Will Learn?
They’ll be able to take the UX principles they learn and apply them to any piece of copy or content. But I’m going to teach five of the most common, sought-after types of copy, to give them the best chance of getting hired for paid gigs quickly and repeatedly.
The first is the one I just talked about, which is “UXing” those main components of an e-commerce site.
Then in Session 5, we’ll look at UX and mobile.
It’s almost impossible to talk about mobile without talking about user experience, so you’ll learn how to optimize a website for mobile devices and make it much smoother for users — and far more effective for businesses.
We talked earlier how important UX is when it comes to mobile devices because so much online traffic has moved there.
So you’ll look at the core pages of a website, like the homepage, About page, Services page, or Product page, and learn exactly how to make them easier to use on mobile.
And in Sessions 6 and 7, you’ll work on two more project types that are very valuable and in high demand with clients.
The first is an email onboarding sequence.
This is a series of emails a company sends out over the course of a few days or weeks to anyone who has just joined their list.
It’s a great way for the company to keep new subscribers and new customers engaged while they’re still excited right after signing up or making their first purchase. And it’s an introduction to the company’s brand, or personality.
This is one of the best opportunities for UX copywriters to make a difference for their clients. Because many of these “welcome” emails fall flat.
Then you’ll also write transactional emails.
Transactional emails — like thank-you emails and confirmation emails — are one of the biggest missed opportunities in marketing. People open these emails at a rate of 80 percent to 90 percent. That’s like triple or even quadruple typical email open rates!
Yet they often sound like an automated message with NO personality. They don’t sound like the company… don’t increase connection… don’t make an offer… don’t really do ANYTHING.
It's your job to bring them to life!
And lastly…
Your Shot at $3,000
Here’s where you’ll take everything you’ve learned and then some and use it to try to earn a $3,000 prize.
Calling on the experience and expertise you’ve gained from the first seven sessions, you’re going to create a UX-optimized packet for one of AWAI’s bestselling programs.
You’ll write a product page… order page… confirmation page… onboarding series… and more…
So you’ll come away with a cohesive project that shows everything you can do as a UX copywriter.
That’s great. I’ll be so happy for someone to land a $3,000 prize just a few weeks into their UX copywriting training.
Here’s another really important question…
Will You Help Them Land Paying Clients?
Yup, I’m dedicating a full session just to the client-getting process.
Every company with an online presence is a potential client. And I want you to feel confident, empowered, and ready to talk to any of them.
After you go through this training, you’ll have a number of proven options for landing clients that you’ll feel comfortable with…
Including my personal method of choice, “life preserver” marketing, which we touched on earlier.
I’ll show you how to use timing to your advantage and get front and center with a potential client at the exact moment they need a copywriter the most.
You’ll find out what to look for so you know who’s a prime candidate for you to approach with “life preserver” marketing…
You’ll get a step-by-step process for what you’ll need to say to convey your value and how you can help…
And I’ll walk you through a clear sample message you can model when you use this method.
You’ll also find out how to get your name out there as a pro UX copywriter in the right social media groups and message boards.
You’ll discover what to do when a potential client calls you, so you come across as confident and professional.
I’ll share with you what to say when you talk with them… what to include in your proposal… even how to follow up strategically.
I’ll show you how to position yourself with a client who’s new to UX, so they fully understand what you bring to the table and why they NEED to hire you…
And how to position yourself as the BEST candidate when dealing with a client actively seeking a UX copywriter.
By the time we’re done, you’ll have the client-getting confidence and know-how to match the actual UX copywriting skills you gain throughout the training.
But that’s not all…
You’ll Also Learn
to “Productize” Your Services
Just like I talked about earlier, “productizing” your services is an easy, efficient way to work with clients.
And I’m going to walk you through this process of turning each of your services into a “product” — essentially packaging your offerings to clients.
You can simply give them a few different options up front of exactly what you’ll do for them… how fast… and at what price.
This takes all the guesswork out of the process…
And it makes it far easier for you to plan ahead. You’ll know how quickly you can finish each project you offer and how many you can schedule in a week or a month.
As we go through the live sessions, I’ll show you how to “productize” each of the projects we cover…
And you’ll also get a bonus session where you’ll learn how to “productize” ANY service you offer.
Once you know the process of “productizing” your services, you’ll have the tools to attract clients in droves… for any type of project you want.
And since UX touches EVERYTHING, there’s no limit to the kinds of projects you can create.
That’s so true. And I’m SO glad you’re including this in the training.
Like we talked about earlier, I LOVE this idea. It just makes so much sense as a way to run your freelance business efficiently.
And for a UX copywriter, there are so many options for the type of projects you can turn into products.
And what about the brand-new self-promotion kit I mentioned earlier? Can you tell everyone about that?
Absolutely.
When our newly certified UX copywriters approach any potential client, we want it to be a no-brainer for them to say YES.
So we’re providing a self-promotion kit to everyone who takes this training.
You can adapt it to your own needs, personality, and preferences. And essentially what you’ll finish with is a proof piece that shows potential clients in crystal-clear terms why they should hire you.
With this kit, you’ll get five different tagline options for your LinkedIn profile that you can swipe and adapt…
A collection of example LinkedIn profiles from some of our successful, certified copywriters that you can model…
And a LinkedIn profile template you can plug your information into that highlights your value as a UX copywriter.
But we didn’t stop with LinkedIn…
As part of your self-promotion kit, you’ll also get a slide deck you can use to promote your UX copywriting services…
And a special report that we put together that demonstrates the value of hiring and working with a UX copywriter.
Once you’ve mastered the fundamental UX copywriting skills…
Put them to the test and earned your certification…
“Productized” your services to clarify what you offer…
Learned my No. 1 client-getting method, “life preserver” marketing…
AND adapted your self-promotion kit to fit you…
You’ll have EVERY base covered when it comes to landing clients.
And it will be so easy for you to use this kit as a way of asking for a client’s business.
That’s awesome. I really think adding this self-promotion kit is going to make a huge difference for our writers.
Now, Heather, I think you’ve done an amazing job of showing why UX copywriting is the future of copywriting…
Why there’s massive demand for trained UX copywriters that will just keep growing…
And just how fun and exciting this opportunity is!
But for anyone who wants to sign up for this training and become a certified UX copywriter but is worried about getting confused along the way, will they be able to ask you questions?
Oh, absolutely!
You’ll Have Direct Access
to Me Every Step of the Way
UX Copywriting Mastery & Certification will give you everything you need to get up and running as soon as possible.
But there might be times when you have a question between sessions.
Maybe this will happen as you’re working on your spec assignment that could win you a $3,000 prize.
Don’t worry — you won’t have to wait for the next live session to get your question answered. You’ll have DIRECT access to me via the private UX Copywriting Mastery & Certification Facebook group.
I check in regularly throughout the training to answer your questions and provide any other support or assistance you need.
This group will also be your writing community. Ask questions… give and receive feedback on each other’s writing… share your wins and your struggles… keep one another motivated…
Sharing an immersive experience like this with a group of like-minded writers…
And having me available as your “lifeline” at any point during the training…
You’re going to have everything you need to succeed as a well-trained, highly paid UX copywriter.
Consider This Your Official Invitation
Awesome! There’s so much value here.
Knowing that UX copywriting is fast becoming a must-have skill…
That Heather is one of the pioneers of UX copywriting — AND one of the best teachers I know…
And that being able to write UX copy instantly raises your value in the eyes of potential clients and is often the clincher that helps you get hired over the copywriter who doesn’t write UX copy…
This is a certification ALL writers — new and experienced — don’t want to miss.
And remember, with this training you get a chance to be AWAI Verified™ as a Certified UX Copywriter.
Plus, you’ll have the chance to work on a UX copy project that could win you a $3,000 prize!
Hone Your New UX Skills with Our Exclusive Writing Labs
Here’s one more benefit that’s now included when you sign up…
The live training you’ll get from Heather will give you everything you need to earn your certification…
And once you do, you’ll unlock access to our exclusive writing labs.
This will give you the chance to grow and improve as a UX copywriter.
You’ll be given more projects after the training ends, so you can gain experience… apply what you learned… and get professional feedback.
The evolution of a great copywriter goes well beyond a training program and earning a certification.
Our writing labs give you the space to experience that growth and gain confidence in your skills.
So with that…
Consider this your official invitation to join Heather’s UX Copywriting Mastery & Certification training.
Just click the button below to save your spot.
Once you click, you’ll see a page where you can enroll in Heather’s training and claim one of the available spots.
The page will also have all the details you need — like what’s covered in each LIVE session… a recap of the amazing spec challenge where you can win a $3,000 prize… and more.
Now, I will mention that this is a full-blown certification…
With comprehensive training, hands-on assignments you can use to build your professional portfolio, and assistance landing paid assignments…
So it’s definitely an investment.
But if you want to make sure you have the must-have skill ALL copywriters will need sooner rather than later…
And you think UX copywriting just looks like a lot of fun…
We’ve put together an amazing discount for you. And set up a payment plan so you lock in your spot right now for just $500.
Just click the button below to get all the details and get ready to start!
Also know that this training is 100 percent protected by AWAI’s money-back guarantee.
So there’s no risk in securing your spot now…
You can learn more about it on the next page you’ll be taken to when you click the button below.
NOW Is the Time to Get in on This
We’re on the cusp of the most far-reaching opportunity I’ve seen for copywriters in the past 20 years…
Where ALL copywriting will soon be UX copywriting…
Where every business with an online presence is a potential client.
And where being a trained, certified UX copywriter will separate you from almost all other copywriters out there — and be your key to landing clients that might otherwise hire someone else.
That’s why I’m so excited that AWAI is spearheading this effort — with Heather leading the charge — and offering this groundbreaking training.
And we’re still early in this massive shift. The demand for copywriters who know how to give a great user experience will keep going up.
So you have the chance to take advantage of this opportunity as an early adopter.
But your best window of opportunity to embrace UX copywriting is NOW.
NOW is the time to stake your claim as a go-to UX copywriter…
Who delivers value and results to clients…
And is worthy of the hefty paydays that come with “productizing” your services… or getting hired to keep writing new content on retainer.
Don’t get me wrong…
UX copywriting is here to stay. So you could wait and learn this skill down the road, when it truly is a required skill you can’t get by without…
But why put yourself in a stressful situation like that?
Better to learn this skill now and be ahead of the other 99 percent of copywriters who wait as long as they can before learning…
While you’re out there gaining experience and making yourself the obvious choice for every client you want to work with.
So click the button below and complete the brief enrollment form on the next page to secure one of the spots, before enrollment closes for good.