Entries Tagged 'freelance copywriting' ↓

The written word is a powerful tool when used correctly.

The effectiveness of all your written marketing communications, whether they are web pages, blog posts, white papers, case studies or brochures, relies entirely on engagement.

If they don’t strike a chord with the reader they will have little or no effect.

Writing marketing materials within your organisation can often lead to text that is full of jargon, unclear and downright boring, which will reflect the reader’s perception of your company. And that’s not good.

Yes, I know what you’re thinking – you’re a copywriter, you’re going to say that aren’t you.

Yes I am, and I make no apology for it. And that’s because over the years I’ve seen a lot of marketing materials produced in-house and, pretty much all of it (with the odd exception), is like that.

The problem is, when you are part of a company, you are usually too close to your product or service to see it objectively. It’s almost impossible to mentally remove yourself from what you know and write about it from your customers’ perspective.

That’s why writing with a copywriter can really help – because they are trained to write compelling copy that will engage your readers.

Different writing tasks

When writing something, do you actively think about what you need to produce and tailor your writing style accordingly?

Probably not.

You see, every type of writing demands different disciplines:

Working with a copywriter

First off, let’s get one thing straight – it’s not the copywriter’s job to know everything about your company.

You’re hiring them because they are professional writers and can put across your ideas and information in an interesting, engaging and compelling way.

Therefore, you will need to help them by providing them with background information and other materials to help them get to grips with your business and brand (including your style and tone of voice).

Plus, make sure you give them time to absorb all the information.

The copywriter/subject matter expert relationship

If this is going to be successful, it’s essential everyone knows where they stand from the outset and what they are to bring to the table:

Only by working together can they really do justice to your products and services by shaping and developing great copy.

So next time you engage a copywriter to help you with your marketing materials, remember they can’t produce miracles alone.

In A Copywriter Gives Power to the Words we looked at the power words that can help convey your message clearly and concisely to your reader.

But there is one very important word that I omitted to mention – “you”.

Why? Well believe it or not, freelance copywriters are actually human beings. We may well be shut away in our offices, sat in front of our computers being creative but we do also have lives and get to go out now and again.

Therefore it is important that copywriters use words to convey their humanness and the best one do that is you.

Writing using those three letters isn’t always easy though. If you have an academic background of any type (we all have) you would have been told time and time again not to address your reader directly.

Well, now you are writing sales material which is completely different and it is obligatory to use “you”, “yours” and “your”.

Everyone wants to be seen as an individual – and who is the person that people find more fascinating than anyone else? Themselves! Therefore always use “you” instead of “I”. So for example, instead of saying:

“Order now and I will send you a free gift”

Say

“Order now and you will receive a free gift.”

If you do have to write about yourself then “I” and “we” are better than your company name as it keeps it more personal and involving.

So remember – you are human, you exist, so talk to your reader conversationally – don’t talk at them from a distance.

Sally Ormond

When I was growing up, the most annoying thing anyone could say to me was “Ah, but you wouldn’t understand.”

As if anything was going to be so difficult I couldn’t even grasp the basics.

Admittedly, had it been something along the lines of Quantum Physics, I doubt I would have understood. But the most irritating thing about that sentence was the assumption that I wouldn’t understand.

Surely, if they explained it clear enough I would.

Where’s this going? Well, copywriting is a funny thing. It involves a skill we all have – the ability to write – and yet, it is something few people can do well.

That’s not to say that if you hired me to write your website copy or brochure copy, I would immediately turn round and tell you that you can’t write the content because you don’t have the relevant skills and that’s why you need me.

If I did, you’d probably show me the door.

So why would you hire me?

Copywriters add value and a whole new perspective

You and I have one major difference (OK, probably more than one, but for this blog post I’m only going to talk about this particular one).

You know your company inside out and I don’t.

Believe it or not, that gives me an advantage.

As a professional copywriter, I add value to your team because I can look at your business and its products/services from your customers’ point of view.

Let me explain.

You already know your products/services and think they are best thing on the market (if you didn’t, you wouldn’t be selling them). You would, without doubt buy them yourself. Therefore, you think all your customers think the same way and would also buy them – why wouldn’t they?

I look at your products from your customers’ view point.  In fact, I become your customer.

From that perspective I can discover the true benefits of your offering. They are not to be confused with their features. Your customers don’t really care how many colours they come in, they want to know how they will:

• Improve their lives
• Save them money
• Save them time
• Make them more desirable…

By stepping into your customers’ shoes, I see your products as they do. That means, you have to convince me to buy – and I’m not easily convinced.

By throwing every buying objection possible at you, eventually we’ll drill down to the golden benefits that will make your customers say yes.

I will admit that this won’t work on everyone. Customers will constantly hurl buying objections at you. Plus, when it comes down to it, not everyone will want or need your product.

But by placing your customers at the heart of all your marketing materials, you will maximise your sales opportunities.

Over to you

If you normally write your own sales copy, try a copywriter next time.  Compare the results you get and discover why customer-focused sales copy is so important.

Perhaps you’ve already done this and seen an improvement in your conversion rates?

Leave a comment below and share your experiences.

Wow!

That just about sums up my reaction when I read an email I received from Boostcrt.com.

They recently compiled a list of the best copywriting blogs on the internet and, you guessed it, they included mine in the list.

I am truly honoured to be included especially as I’m nestling along copywriting greats such as Copyblogger, Michel Fortin, Bob Bly and Jeff Sexton (to name but a few).

You can take a look at the list here – Best Copywriting Blogs – The Definitive List fo Great Blogs for Marking Copywriters and Content Developers

Thanks guys and I shall wear my badge with pride.

Sally

Freelance Copywriter – Briar Copywriting

Last year I was asked by the Guardian On Line to take part in their Q&A forum about how to become a freelance copywriter.

Well, that discussion was such a success I was asked to take part in another Q&A session on How to break into Copywriting.

You can follow the discussion here and learn from myself and other copywriting experts how to get into copywriting and other copywriting issues.

A lot of great stuff came out in the forum so if you’ve ever considered looking at copywriting as a career it’s well worth a look.