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

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

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.

As a copywriter I am frequently asked by people how to write effective copy.

Creating something that is interesting, relevant and that sells isn’t always as easy as it sounds.

There are a number of factors that have to be taken into consideration when creating copy for your website, brochure, newsletter, email campaign etc.

You must think about your audience, why you’re writing, what you want to achieve from it and that’s before you start looking at it from your customers perspective.

The easiest way to explain effective copy is to look at it from a ‘questions point of view’—put on your journalist’s hat and follow me…

W-W-W-W-W-H

Who?

Who is your product going to help? This will identify your target market and help you develop the right tone and voice through which you’ll convey your message.

What?

What am I writing about? What will it mean to my customers? This will help you identify the main benefits of your product or service. After all it’s the benefits that will persuade your reader to buy. It’s all about what it will do for them.

When?

Will your product help them now or in the future? How long will your offer last? Timing is crucial, especially with your offer.

Where?

Where can they order or buy your product? If they don’t know how they can get hold of it, how can they buy it? This might sound obvious but you’d be amazed at how many people forget this simple detail.

Why?

Why should they buy it? Yes we’re back to those benefits again. Why is it going to make their life better?

How?

Make sure you let them know how it works, how much it costs, how they can buy it etc.

Once you’ve covered all of those points you must also:

• Keep it simple – write in simple language, with simple sentences. Don’t use jargon as that is a real turn-off.
• Call to action – remember to always tell your reader what you want them to do (call now, buy now, sign up now etc.) otherwise they’ll just walk away.
• Honesty – it really is the best policy. If you make claims about your offerings make sure they are genuine. You want to build a relationship of trust.
• Offer – if you want your offer to appeal to your market make sure it fulfils their needs. To add extra impact make it time limited or limit it by number.

The main thing to remember when writing copy is always have your reader in mind, tell  them what they want to know, make an offer that will appeal to them and leave them in no doubt as to why their lives will be enhanced by it.

His post really resonated with me as I have never been comfortable with face to face networking. To me it all seems very contrived. But before I receive an onslaught of pro-networkers having a go, let me explain.

When I first started out as a freelance copywriter about 3 years ago, I was constantly told I had to get out and meet people if I wanted to succeed. Not that I’m a stubborn old girl or anything but I completely ignored that advice, set up a website, started blogging and have never looked back. I have been fortunate enough to work with some amazing clients (who are still with me) and now enjoy getting referrals. It’s always a thrill to pick up the phone or read an email to be told that I’d been recommended to them.

Anyway enough of that—back to the networking thing.

In my early days I was seduced into attending a couple of ‘formal’ networking events by clients. You know the type of thing—a room full of strangers wearing sticky labels holding their delegate sheet in one hand and a pile of business cards or leaflets in the other. I have never felt so uncomfortable in my life.

As I was there I thought I ought to make an effort, took a deep breath and hovered on the edge of a group of people deep in conversation. Luckily for me one or two of them were reasonably friendly and did welcome me into their conversation. Not something that always happens; I’ve lost count of the number of times I’ve tried to get involved in a conversation only to be ignored—especially, I hate to say it guys, by men. I often think that to get noticed and spoken to I ought to turn up in a bikini—ugh, on second thoughts perhaps not.

Back to the event—there I was chatting with strangers when another lady came to our group with delegate list in hand. Again we stopped and welcomed her. She smiled, stared at our chests (another pet hate, why do we have to wear sticky labels? When men approach women you can see them glancing but trying not to at the same time for fear of looking pervy) checked her delegate list, realised she didn’t actually want to talk to us and walked away!

Err, hello? Just because you don’t want to do business with us doesn’t mean we are not worth talking to. We might know people who are looking for whatever you do. But you’ve blown that chance now honey—goodbye! And besides, when you do finally track down the person you were looking for who’s to say she wants to speak to you?

That experience summed up formal networking events for me. As soon as you walk into the room you’re not seen as a person, you’re seen as a potential sale. And I really hate that. And yes that is just my opinion and I’m sure many of you will disagree.

You probably think after reading this little rant that I live in a deep dark hole somewhere living the life of an eccentric writing recluse. Well you’d be wrong. I do go out and ‘network’. Admittedly a lot of it is done online through social networking, but you can’t beat a bit of face-to-face social networking too.

The other evening I made the journey to London to attend Andy Maslen’s (@andymaslen) book launch. For those of you who don’t know Andy (shame on you), he is a fellow copywriter and my copywriting hero (are you blushing yet Andy?). His book ‘Write to Sell’ was the first book on copywriting I bought and has been my bible ever since.

You can imagine therefore my shock when I received an email from said copywriting guru earlier this year asking whether he could interview me for his new book ‘Write copy, make money—How to build your own successful freelance copywriting business’.

Of course my answer was YES.

Anyway, I was looking forward to meeting Andy at the book launch but then I saw a tweet he put out inviting people to the launch to…’network’. Argh! Network? No, I was just going for a chat. So for weeks I told myself over and over, this is a gathering of friendly people, you are not networking, you are chatting.

Yes, I can already hear you arguing with me telling me that ‘chatting’ is ‘networking’ and you’re right. But to me that’s how networking should be; it should be informal without elevator pitches or Q&A sessions. They have their place if that’s what you like to do but for me, it’s more fun and rewarding meeting a bunch of people and having a chat over a glass of wine. So far that’s how I’ve met some of the most interesting people I know (and it’s also the way I’ve met most of my biggest clients). Because there is no pressure, people get to know the real me. They find out who I am and that I just happen to write for a living.

Back to the launch party.

Did I work the room? Not exactly because I still can’t do that ‘OK I’ll talk to you for 5-10 minutes before moving on to the next person’ thing. I normally find I really connect with a few people and end up chatting to them for the rest of the evening. Admittedly at the launch party that was three fellow writers – Anthony Hewson (@ahcopywriter), Sarah Turner (@TurnerInk) and Katherine Wildman (@skinnycap)- but we had a great evening chatting about our work, how we got started, our insecurities etc. – it was very therapeutic.

So basically what I’m saying is can we please put the ‘social’ back into networking?

Remember the people there are real people and not just businesses on legs. Don’t be blinkered into thinking you have to speak to everyone and hand out all your business cards. Take time to talk and connect with people—get to know who they really are and not just what they do to pay the bills.

Treat people like real people. Have a laugh and a joke with them—that will be far more memorable than a small piece of card that they’ll probably bin when they get home.  You’ll never know what you might find out about them.

For those who have met me at events, tried to sell, failed and moved on, here’s a few things you would have discovered about me had you taken the time to talk to me:

• I have two fantastic sons
• I’m a volunteer wish granter with the Make A Wish Foundation
• I love going to the gym
• This year I did a 60 mile and 50 mile charity bike ride
• A couple of years ago I did the Moonwalk  to raise money for Breast Cancer
• When ice skating as a child I almost crashed into the back of Christopher Dean
• I’ve done a bungee jump
• I’d love to do a wing walk
• I’ve always wanted to go to Vienna
• I complete an English BA Hons degree with the Open University in 2007 with a First
• I’ve had one children’s book published

There you go—yes, I am a freelance copywriter but guess what? I’m a real person too.

If you are a regular user of the search engine you may have noticed its latest offering—Google Instant Preview.

As shown here, along side your search results are little magnifying glasses. By clicking on one a pop up appears showing a ‘preview’ of the website so you can check it out before clicking on the actual link for the site.

It’s designed to help the user save time by taking a peak at what the website offers before committing to that ultimate click.

But how does it affect the website owner and their search engine optimisation strategy?

The short answer is no one really knows yet—time will give us more of an insight into how it affects searching habits. But there are a few things you can do to maximise the chances of your website being chosen.

Banish flash

You already know that flash isn’t great for SEO. The search engine spiders have a tough time crawling through it and are unable to distinguish between normal text and that within header tags. But the added complication with flash is that it doesn’t do anything for your Google Instant Preview. This is because the Preview can’t render the flash element leaving your website looking distorted. So, if you want your website to look its best, you’d best ditch the flash.

META Descriptions

We all know that your META Description doesn’t have a direct effect on your SEO as far as ranking position goes, but it does as far as attracting that all important click goes.

The 150 characters within your META Description have to convince the reader your website is worth checking out. So if you want them to click your link or Preview magnifying glass, you must make every single word count.

Header tags

As you can see from the image above it’s not easy to make out the body text on the preview. But what are readable are the headings. Therefore the reader is going to base their decision on whether to click on your link or not, on the layout, headings and styling of your page—so you’d better make sure your headings are relevant and the look is just right.

Images and Alt tags

The images you use on your website are there to lure your reader so to give your SEO as much chance as possible make sure their filenames and Alt tags are descriptive, relevant and contain your keywords.

So whether you’re a copywriter, electrician, solicitor or builder these are 4 very simple techniques you can use to boost your website’s chances of receiving that coveted click.

SEO copywriting isn’t about keyword density. In fact if that is a  phrase your copywriter refers to run away from them as fast as you can.

Today, you should concentrate on writing content that is natural, relevant and interesting. If you follow those rules, it will automatically contain a good number of keywords, naturally.

It is more important to ensure your keywords appear in your headings and page titles.

How to write great page titles

From this screen shot you can see the blue headings for each result. These are the page titles.

As you can see, what you put in your page title is going to have an effect on the positioning of your site within the search engine results.

A mistake often made with websites is that the home page’s page title is exactly that ‘Home’ – what’s the use of that? It tells Google nothing about your website and it certainly wouldn’t inspire a prospective reader to click on it to find out more.

Readers will use your page title as a reference to the relevancy of your site in relation to what they are searching for.

Here are some tips to help you get the most out of your page titles:

1. Clear language – By all means use your keywords in your page title but don’t stuff it. A clear statement  utilising your key words is ideal.
2. Keep it short – Google only shows about 65 characters for page titles to don’t it longer than that.
3. Make it relevant – rather than just listing words, make a statement, ask a question, evoke an emotional response or make a promise (just make sure you can keep it once they’ve clicked through to your site).
4. Place your keywords wisely – It’s best to have your keywords at the start of your page title.
5. Brand aware – If you can, it’s a good idea to get your brand name into your page title.

One last thing to remember – Google ranks pages not websites. What I mean by that is that Google lists each page of your website. Therefore you have an opportunity to rank different pages within your site for different keywords.

Bearing this in mind, make each page title different. Target different keywords on different pages to optimise your chances of being ranked well for a number of different words and phrases.

Copywriting is far more than just on page website copy. An SEO copywriter will be aware of how to write great page titles and META descriptions as well as how to write compelling and relevant copy.

Now there’s a question for you.

Undoubtedly blogging is one of the most valuable marketing tools available to today’s online marketers.

Why?

Because it gives you a platform on which to market your products and services under the radar of your reader. What that means is that you can blog about your services without overtly trying to sell them to the reader. You can write ‘How to’ articles or give out top tips.

Basically, blogging allows you to:

• raise awareness of your product/service
• build relationships of trust with your readers
• raise your profile as an expert in your particular field
• build back links to your website
• drive targeted traffic to your website

Blogging does all that?

Of course it does. Take this blog for example. If you look back through the archives you’ll find posts covering just about every aspect of copywriting and marketing you can think of (although I bet you’ll all be rushing now to tell me that I’ve missed something out). Therefore readers of my blog know what type of information they will find.

Displaying my knowledge shows that I am an expert in my field. It shows that I know what I’m talking about so when they are looking for a freelance copywriter, they know I can do what I say I can do – get them results.

When writing my posts I use anchor text, such as copywriting services, to link back to my website building good back links that Google loves.

And because my posts are all related to copywriting, the visitors I get are looking for copywriting information which means I am generating targeted traffic.

DIY vs. out sourcing

I am often asked by small businesses whether I’ll blog for them. My answer is normally no.

OK, it looks as though I’m shooting myself in the foot with that but if you think about it for a moment you’ll see my reasoning.

As I’ve already mentioned, when you blog you are building a relationship with your readers. If you are a small business (1-5 staff) your clients will probably deal with you directly. Therefore if they read your blog posts they’ll assume it is your voice they are ‘hearing’. The more they read the more they’ll think they are building a relationship with you. So what happens when they meet you? If you don’t write your own posts it will be like meeting someone else.

Apart from the odd guest blog, I write all my own posts. I enjoy engaging with my readers and when they meet me, they know it is my expertise that I have been passing on rather than someone else’s.

But if you are a large company outsourcing could be ideal for you. In this case, there isn’t necessarily a single voice that needs to be heard. You’ll have your own brand image, tone and voice so as long as they are adhered to, outsourcing is perfectly acceptable.

Of course, you may have staff members that blog for you which is great. They are at the forefront of your business and can react quickly to customer needs. The important thing to remember is that they must comply to your company’s image.

So there you have it. Blogging is a fantastic way of raising your profile, building your reputation and driving traffic to your main ‘money’ site. What’s more, it’s a relatively cheap way of marketing.

If you aren’t already blogging give it a try – you won’t get results immediately but, but stick with it and you may be surprised at what happens.