Entries Tagged 'copywriter' ↓

Many businesses think their website copy has to be stiff and corporate.

They want to come across as professional so they must use language that impresses.

As they write their copy they thumb through the pages of their much loved thesaurus to find the most impressive words possible.

Oh boy.

How many times have I seen that? And you know what? They are the websites that under perform because no one wants to read them because they are boring. The language is stale – it’s not interesting, it’s not inspiring and it certainly won’t make the reader think “wow, I really want to do business with these people.”

Be a friend

The best way to get your readers on your side is by chatting with them.

Conversational copywriting will make your website more accessible. It gives your company a distinctive voice – something your readers can relate to.

It’s like slipping on your favourite slippers. They’ll stay longer and they’ll read more because you are talking to them and not at them.

So how can you achieve chatty copy?

• Find out who your target market are and use  their vocabulary
• Use short, clear sentences to get your message across
• Don’t use big words – throw away the thesaurus and use language everyone understands
• Read your copy out loud to check it makes sense, has rhythm and doesn’t contain any errors
• Use real language, not a literary version of it

Basically write as you would talk – go over the conversation you would have with the customer if you were stood in front of them and write it down.

In the world of marketing you’ll soon discover that very few people like being sold to.

We want to be sure our decisions are our own and not influenced by someone else.

That’s why very few people will land on a website, think “Wow! I must buy that now” and eagerly get out their credit card.

Before any of us buy (yes, you included) we have doubts – is it really what I need? Can I really justify the cost?

The art of a good copywriter is to overcome those objections within their copy which means getting out their crystal ball.

Why?

Because you have to counter their objections before your reader has had the opportunity to work out what they are.

Copywriting that convinces

Whenever you are faced with a buying decision all manner of objections are going to pop into your head. The copywriter has to pre-empt these because copy isn’t about getting the consumer to say ‘yes’, it’s about preventing them from saying ‘no’.

Here are some common objections:

1. I don’t need it

Let’s face it there aren’t that many things we buy that we actually need. Needing something is about not being able to function with out it. To get round this one you have to change that ‘need’ into a want.

I don’t need the small mountain of shoes I have in the bottom of my wardrobe, but I want to look coordinated, stylish and modern hence I want lots of different pairs to go with my different outfits.

2. I can’t afford it

With the current economic climate there’s not a lot left we can afford.

But again if you can convince them they want it they’ll find the money from somewhere. Give them a good enough offer and they’ll just have to buy.

3. Perhaps tomorrow?

If you let them browse and then walk away, they are very unlikely to come back again.

You have to force them into a decision there and then:

• Create a time limited offer
• Tell them there is a limited supply
• Tell them they only have until midnight to place their order or miss out on the offer of a lifetime.

4. Why should I buy from you?

You know you are honest and trustworthy but the consumer doesn’t.

They have just stumbled across your website and don’t know you from Adam. Through your copy you have to convince them of your trustworthiness through:

• Testimonials
• Background information on your company
• Details of your longevity

Your copy must entice, convince and sell if you are to draw in the punters. Remember you have to dispel their objections before they have the opportunity to raise them.

The art of a great article – other than interesting content people want to read – is a striking headline that makes it stand out.

Articles are a great way of building back links to your website and so give a boost to your SEO. Whether you write them yourself or you hire in a copywriter, a steady stream of submissions will give your online visibility and reputation a boost.

Every article website out there contains thousands and thousands of articles on just about every subject you can imagine, so if you want yours to be read and shared it has to stand out and be visible.

There are numerous posts around the internet on how to write great headlines but below are 7 simple tips that will help you create something that will make people stop and loiter at your article.

1. !!!!!!!!!!!!!!!!!!!!

I hate the use of exclamation marks. I will generally go out of my way to avoid using them.

If your point is really vital use language and tone to convey its importance not an exclamation mark. To me it’s a very lazy way of making a point. Plus it gives the impression you’re shouting at your reader and that’s not a nice thing to do.

2. Be honest

You might think a great way of dragging readers into your article is by offering them the world. But if your headline offers something other than what’s in your article you’ll lose their trust and they’re unlikely to read anything else you read.

3. Don’t over-egg it

This is similar to number 2. But this time rather than using the headline to make a statement that is obviously untrue, over-egging it means giving an over exaggerated claim. For example giving a headline saying “Discover the top 3 tips that’ll make you a millionaire over night” – yeah, like that’s going to happen.

4. Overstatement is bad

Rather than exaggerating and making false claims to grab your readers’ attention, why not get creative. Have fun with language and use it in a way that’s eye-catching. Use words that will intrigue; use puns and play with the meaning of words to create something memorable.

5. Shhhh

If at all possible resist the urge to use the word ‘secret’ in your heading. There are very few things you are likely to write about which are truly secret. And if you did the chances are you’d be hauled off to a Government covert installation somewhere, never to be seen again.

6. Humour

If you are able to write humorously to grab attention then do so. But be warned. Very few people can pull this one off. Just because it makes you laugh doesn’t mean it will make everyone laugh.

I’m sure at some time you’ve sent an email with an ‘ironic tone’ only to find you’ve offended the recipient. You see, what sounds ironic or funny in your mind as you write may not be conveyed that way when it’s read so extreme caution should be used when trying to be funny in writing.

This 6 simple tips will help you create headlines that work. By pointing out what not to do, you should be able to create something honest, eye catching and intriguing that will draw your readers to you time and again.

This is a guest post by John Brooks, a writer at Office Kitten where he reviews office furniture, business equipment and stationery online.If you are interested in writing a guest post for Freelance Copywriter’s Blog then please get in touch with your ideas/outlines.

Writing is a job like any other. You have to set up the right work environment in order to start, build, and finish your writing task.

Could a welder weld in an office cubicle? Could an accountant add up a column of figures on the pitching deck of a fishing boat in the middle of an ocean storm? Could a commercial fisherman cast a net in a city street, and expect any fish? Of course not!

A professional copywriter or business writer has to set up the proper work environment for the task of writing. Here’s some tips on what to think about:

1. Pick a Writing Work Area

Pick somewhere where you will be both comfortable and efficient for hours at a time. The place should allow you to concentrate only on your writing, and not get involved in some non-related task. Physically separate your writing life from your family life, and from all other aspects of your life, and you’ll be able to accomplish much more than you realise.

2. Minimise All Distractions

Keep distractions out of your work area. Do not have a television nearby. Keep other people out, which also means you should not pick a work space through which people are continually moving. Have a clear uncluttered space in front of you in which you will do your writing. Limit the number of distracting objects within your line of sight.

3. Set Up the Right Lighting

Your work space should have enough light, whether from external windows or from electric lights, to prevent eyestrain. One good test is to see if you can read the smallest print in a magazine’s table of contents while seated in your work space. If not, you need to add some more lighting. In addition to being functional, good lighting will also improve your mood.

4. Make Your Desk and Chair Ergonomic

Your chair should be adjustable, with a high back and wheels. Both your spine and your weight should feel fully supported by your chair – you do not want to feel as if you’re about to topple over when seated. On your desk, your computer screen should be a bit less than three feet away from your eyes, and slightly below your line of vision – but not so low that you have to dip your head down to read the screen. Organise your desk accessories and your phone according to whether you’re left-handed or right-handed.

5. Organise Your Cabling

This point may seem minor, but, once you organise and label the innumerable cables and wires under your work area (and away from your legs), you’ll appreciate the effort when the time comes to unplug one thing and plug in another. What could turn into a major all-day task then turns in something you can do in a matter of seconds. And an ample supply of time is the best resource a professional writer can have.

6. Optimise the Ambient Sound

Some people think that insulating oneself from all sound is an absolute requirement for creativity. However, a lack of sound can be just as distracting as a jackhammer. Keep some soothing music, or nature sounds, playing while you work – avoid popular music or songs that you’ll sing along with. Some classical music, perhaps Brahms or Chopin, is always a good choice.

7. Organise Your Papers

Even in an endeavour as creative as writing, there’s paper. Keep your working papers organised with folders, your label maker, and colour-coded tabs. Rather than having piles of paper on your desk, invest in a hanging file that you can install on the wall. If there’s not enough storage space there, get a small file cabinet and place it close to your desk so that you can wheel over in your chair, and easily pull out what you want.

8. Keep Your Resources Handy

Keep those books you’re using for research nearby, but not scattered all over your desk – a small open plastic cube is perfect for storing books. Use your wall space as a resource – some writers use a whiteboard or a large piece of paper tacked to the wall to keep track of the larger context in which they’re doing their current task.

9. Check Your Internet Access

Internet access is a must nowadays – make sure you can get to the Internet with your computer from your work space, whether your access is by cable or is wireless.

10. Take a Break

Stop, get up out of your chair, and stretch every so often. Get up and take a short walk, even it’s only across the room to get a cup of coffee from the coffeepot. Take a long look at the view outside the window, or glance at this month’s calendar page of a beautiful landscape. Then settle back into your chair, and get back to work.

Whether you’re starting out and setting up an online presence or looking to create some new marketing materials, your success will be determined by their content.

Is your message engaging? Does it really give the reader what they want? Does is make them say “Wow, I really need that. How do I buy?”

Because that’s what it comes down to – the words you use have to attract, convince and convert.

I can do that…can’t I?

As well as working with individuals and companies directly, I also work with a number of graphic and web designers. When talking to them we always end up having the same conversation—they often find it hard trying to convince clients of the need for professional copywriting.

Why?

Well their thought process follows this pattern:

I have a limited budget…

I don’t know who to do HTML so I need a web designer…

Design is not in my skill set so I need a graphic designer…

I have no idea where to source great images from so I’ll pay someone else to do that…

Writing? Hey I can write I’ll do that myself.

Big mistake

So what happens next?

Someone in your company gets lumbered with the task of writing your sales copy. Here’s the problem:

• It is unlikely they have experience in writing sales copy
• They take ages to write it because they don’t have the time which holds up the whole project
• The finished copy tends to fall into the category of ‘it’ll do copy’

It is very difficult to write about your own company because you’re too close to it. To write effectively you have to distance yourself from your business and write it from your customers’ point of view. Your readers want to know how your product or service is going to benefit them. So your copy must be written for your customer.

What a copywriter will do for you

When you hire a professional copywriter they will get to know you, your business and your product/service.

They’ll put themselves in your customers’ shoes and create structured copy that addresses their needs, sells the benefits and talks to them directly.

Your website copy will be optimised for the search engines so it will attract targeted traffic. The content will convert those visitors into buying customers. And the copy will tell them what action they need to take to buy your product.

Your brochures will sell not just inform. They will convince the reader your company is the one they should deal with. No longer will they be used as a mat for their coffee cup.

Your case studies will entertain, inform and sell. Your press releases will engage and attract new business. Your email marketing will be opened, read and acted upon.

Does that really sound like a waste of money to you?

Yes we can all write, but creating eye-catching, compelling and powerful sales copy is a difficult skill to master.

So next time you are looking to create a new website or piece of sales copy, don’t try and go it alone. That piece of writing, whatever form it may take, will be the first impression the reader gets of your company – hire a professional and make sure it’s the right impression.

Don’t gamble with your company’s image.