Entries Tagged 'copywriter' ↓

That might seem an odd question to be asking in a post on a copywriting blog, but it does make you think.

Many people believe that copywriting is all about being a red-hot grammarian, speller and punctuationalist (made-up word, but that’s OK because I’m a copywriter), but that’s not strictly true.

Granted, the ability to spell and use grammar and punctuation correctly helps, but it’s not the be all and end all.

You see copywriting is all about getting your sales message across to your audience clearly.

The most important elements in your copywriting

There are 3 vital elements to any copywriting assignment:

1. Your audience
2. The words you use
3. The offer – your message has to be a goodie

When those are combined, that’s when your copy is cooking with gas.

Get any one of them wrong and you’re in trouble.

Your audience

If you don’t fully understand for whom you’re writing, how can you make sure you use the right language, tone and approach?

After all, a sales message to teenagers will need a different style and approach to something that’s going out to CEOs.

That’s why it’s vital you spend time getting to know your audience, understand what it is they want and then deliver it in their ‘language’.

Words

Using the right combination of words can lead to a powerful and effective message, but get them wrong and you’re left with a damp squib.

Think about what you’re trying to say and then make every word count. Keep your message active and punchy and make sure it really resonates with them.

Also, don’t be tempted to throw in an obscure word that you think makes you sound really intelligent because it won’t. It will just leave your audience bemused and they’ll wander off and find another message out there that tells them exactly what they want to hear.

The offer

The message is basically your offer.

You can hire the best copywriter in the universe, but if the offer isn’t what your audience wants, your campaign will fall flat on its face.

So think about your product or service and determine precisely what it is that will make your audience want to buy. Simply offering a free gift may not be enough to make them want it. The trick is to found the one major benefit will it bring that they’ll be desperate for – find that and you’ve got a campaign that’s ready to rock.

Arguably, you can add in a fourth element – timing.

When you launch your campaign will also have a bit impact on its take-up. If you’re looking for a seasonal promotion, it’s essential you plan well ahead – rushing something out at the eleventh hour is never going to work

All of these elements need to work together to make your campaign work. That’s why copywriting is such a collaborative process. Your client knows their company, products and services better than you, but you as the writer have more of an understanding of how the message should be conveyed.

So next time you embark on a marketing campaign think carefully about your audience, your message and how you’re going to communicate it to them.

A short while ago I was approached by Joseph Bushnell of Web Marketing Inner Circle, to do an interview about my work as a copywriter.

During the interview Joseph wanted to dig down to find our exactly what it is that makes writing persuasive, powerful and have the ability to sell more. But not only that, he also explored life as a copywriter and what that role involves.

Here are a few of the areas we covered areas such as:

• How to make your web copy more powerful, creative and persuasive

• The essential rule to follow when writing for your own business

• 1 word which you should avoid using in copywriting at all costs (and what word you should use instead)

• 3 tips for making your copy more readable

• How to find out what your customers truly value the most

• Whether you should you focus on one main benefit or multiple benefits?

• How to stop yourself from overwriting

• How to get testimonials that are so strong, they lead to new customers

• 6 ways to get social proof

• 5 newsworthy reasons to publish a press release

• How to create a newsletter that your readers will value (and buy from)

• Whether to use plain text or HTML in your newletters?

• Why you need “thick skin” as a copywriter

• When it might be appropriate to walk away from a copywriting project

You can listen to the interview by clicking on the button below. This will take you to Joseph’s site, to listen click on my mug shot at the bottom of the page.

This one is from the archives, but still very relevant. If you want your marketing to really sell to your customers you have to make sure your copy sells, not tells. This post explains how:

Some copywriters will specialise in a certain industry or field of writing. Others offer copywriting services that cover just about every aspect of sales and business writing you can think of.

Many copywriting projects begin with a desire to tell an audience about a product, service or idea. But if all you do is tell your readers about something, you are missing the mark. Telling is done by journalists and teachers. Copywriting is about giving much more value.

It should sell not tell

Your message – whether it is an advert, website copy, brochure or email – should persuade and motivate your reader to carry out a particular action – BUY NOW, CALL NOW, BOOK NOW.

Below are three crucial elements that distinguish between writing to tell and writing to sell:

Benefits

This is one thing you must become completely fixated on – because it’s what your readers want to know about. By highlighting the benefits you are appealing to your audience’s self interests. Why? Because benefits provide motivation.

Make offers

To make a sale you need to make a deal and this is your offer. Whether it is BOGOF, a time limited offer or a limited edition bonus gift they all add weight to your sales campaign.

See if from your customer’s point of view

This is where you leave your ego at the door. If you want to build rapport you have to write from their point of view. Suspend your own opinions and only think about what you are promoting from your reader’s side of the fence.

There are many other factors that need to be taken into consideration but the three elements described above are crucial if your writing is to sell rather than tell.

 

For more information about writing to sell, download Sally Ormond’s free eBook – 5 Simple Steps to Sensational Marketing.

As a copywriter my job is to help you communicate more effectively with your customers through writing. But on top of that, I’m also here to offer advice and make suggestions about how to improve your marketing strategy.

After spending many years perfecting my art and learning all about search engine optimisation of content and how to use different approaches to attract different audiences, you get a lot of experience and expertise for your money (as well as some stonkingly great copy).

So is there any occasion when hiring a copywriter isn’t a good idea?

Well, let’s look at it this way.

Below are 3 very good reasons why you should hire a copywriter (there are more than just these, but they give you the idea):

1. You want results, to project a professional image and instil trust in your readers  

Every piece of marketing you place ‘out there’ represents your company. Therefore, the quality of your writing will have a direct influence on the perception people have of your business.

Using a copywriter will mean your content will be professional, speak to your readers and show them the benefits of working with you and offer a professional image.

2. You’re open to new ideas

The whole point about bringing in a professional copywriter on board is so that you can refresh and revitalise your marketing approach.

If you want to carry on in the same way, but simply can’t be bothered to write it yourself anymore, hiring a copywriter probably isn’t a great idea.

Part of their job is to look at your approach, understand why it’s not working and then devising a new a way of ‘speaking’ to your customers.

3. You’re not confident in your writing.

If you’re not a confident written communicator it will come across in your marketing materials.

Even though we write practically everyday, it doesn’t mean we are all experts in creating persuasive marketing copy.

The strongest business minds recognise their weaknesses and hire in the help of experts to strengthen those areas.

But, if you think you know better don’t call in a copywriter. That would be like going to the doctors about an ailment only to tell them they have no idea what they’re doing (despite the many years they’ve spent studying) and you’ll go back to the good old fashioned home remedy your mum always used to give you.

For the relationship to be fruitful and for you to see results you have to trust your copywriter, acknowledge that they are an expert in their field and take their advice on board.

Remember, the copywriter isn’t an expert in your business – that’s you – but they are experts at what they do. They know how to structure content and how to use language to persuade and connect emotionally with your readers.

A short while ago I was asked to do an interview for Felixstowe TV for their Suffolk Women Owned Businesses (SWOB) channel.

If you’re slightly curious about how I got started, what I do and other bits and bobs about me, follow the link below, grab a coffee and watch the video.

Don’t expect an Oscar winning performance (I’m no Angelina Jolie), just a candid chat with a Suffolk copywriter.

Sally Ormond on Felixstowe TV