Entries Tagged 'copywriter' ↓

Is there a difference?

In essence the answer to that question is no.

Both must engage the reader, both must persuade the reader and both must convince the reader to take action.

The main difference is the way the two are read.

Website copy

Reading from a screen is not natural; in fact 79% of web users only scan the page rather that read it word for word.

They also read it much slower so your writing should be concise, to the point and use short paragraphs, sub headings and summaries to help the reader find and assimilate the information.

One clear benefit web copy has is the hyperlink. This enables the copywriter to link one section of text to another related one, or direct the reader to an external document or web page that will enhance their understanding of what is being said.

Search engine optimisation is another consideration for website copy. But it is essential keywords are used naturally to prevent the copy becoming over-optimised.

Finally, the copy must always be rounded off with a strong call to action at the end telling the reader what they should do next.

So, with all that in mind, effective web copy should be:

• Simple and short (vocabulary and sentence structure)
• Short paragraphs with clear subheadings
• Bulleted or numbered points to show important information
• Have the key information at the start of the page

Print copy

In contrast, when the information is presented in a printed format, the reader reverts back to a traditional method of reading and an expectation of the familiar beginning, middle and end structure.

They expect the topic to be introduced before being faced with benefits and hard facts.

The use of sub headings signposts the location of information helping the reader identify the detail that’s most important to them. And of course, it must always be rounded off with a call to action to tell them what they need to do next.

As you can see the difference between the two is very subtle, but both demand the use of simple, persuasive and engaging language.

It’s a familiar story: you run a business and have to market it. It starts gradually, but little by little you start to build your customer base and your time shifts from marketing and promotion to fulfilling orders and customer service.

You become so obsessed by offering the best service possible your marketing activities slow right down.

After the initial rush of customers begins to dwindle you suddenly realise that you’ve taken your foot off the gas and have to start marketing like crazy again.

This cycle continues until you find yourself rocking quietly in a corner wondering why you started your own business in the first place.

Then you have a brain wave and call in the help of a professional copywriter to help you create the web copy, brochure content, emails, newsletters and case studies you need to keep the customers coming your way.

But then you realise that the copywriter you’re talking to hasn’t worked in your industry before.

What do you do?

Say goodbye to them, even though you get on and know they are the best writer out there?

I hope not, because if you do you’ve forgotten one crucial thing – you are hiring them because the have the expertise you need and that means they can write strong, persuasive and compelling copy for any industry.

What you’re about to read is an earth-shattering statement:

It is not necessary for a copywriter to have written for your industry before for them to do a cracking job for you.

Wow.

Two experts working together

The copywriter/client relationship is a collaborative one – they need you as much as you need them.

You are the expert in your field, your customers and knowing what they want. They are experts in getting that message across in an engaging, persuasive and powerful way.

That’s why you must be prepared to work with your copywriter.

They will delve deep into your knowledge wanting to know stuff like:

• What do you do?
• Who do you sell to?
• Why do they need your product/service?
• How do you help them?
• What would stop them buying from you?
• What action do you want them to take when they’re read this content?
• What makes your company different to all the others?
• How do you want to be perceived by your customers?
• What sort of tone do you want?
• What is your overall aim?

And that’s just for starters because they can only write about your business if you’re prepared to tell them about it.

Just saying, “I sell insurance so write me a brochure” isn’t very helpful. If you want a great end result you need to be on hand to provide all the information they need.

Think of the relationship as the coming together of two great minds with skills and knowledge that will complement each other perfectly.

What’s the best way to find the right copywriter for you?

1. Take a look at their website and see if what they say resonates with you
2. Take a look at their portfolio and read some of the samples, do you like their style?
3. Pick up the phone and have a chat with them or meet with them to see if you can get along

It’s as simple as that.

A question about website copywriting was raised recently on a Facebook group that I am part of.

It was more like “I’m writing some copy for my new website, should I write it in the 1^st or 3^rd person?”

My answer was “neither, you should be writing it in the 2^nd person.”

Let me explain.

The 2^nd person builds relationships

Why do you search the Internet?

I’m guessing because you need to research something or have a problem that you’re looking for a solution to.

So, when you land on a website you’ll be looking for one that tells you the answer you’re looking for. Not one that immediately starts:

“We are a well established business based in Norfolk with 25 years experience in our field.”

So what?

That’s not what you want to know, you want to know how they’re going to help you. And that’s why it should be written in the second person.

Let’s say you’re looking for someone to build you a new website because yours just isn’t working because it’s not bringing in the traffic, you have to go through your web designer every time you want to change something and it is generally out of date.

Rather than seeing something like the ‘we-fest’ above, would you react more favourably to something along the lines of?

“Do you want more traffic?

Are you fed up because you can’t update your website whenever you want to?

We’ll help you by creating a modern, flexible website that can be updated easily and that will attract visitors. What’s more, because you’re unique your website will be designed to suit your needs; we won’t shoe horn you into any pre-existing templates

Call us today for a chat.”

It immediately shows you that they understand the issues you face and that they will work with you to resolve them.

The approach is conversational and as no jargon or technical terms have been used it’s easy to understand. The company comes across as being approachable so you’ll probably add them to your shortlist of companies to get quotes from.

Even your About Page should be written in this style – although it will have more information about your company, the second person will still work because you are still selling your company to the reader.

With regards to how you refer to yourself, there was quite a debate on the Facebook discussion about whether it should be “I” or “we”, especially for sole traders. My advice is simple, if you want to create the illusion of your business being larger than it is to attract larger clients, use “we” (also if you’re planning to expand your business in the future). If you work alone, especially if you’re a business consultant or something along those lines and you trade on your reputation, use “I”.

So if you want your web copy to work for you:

• Write in the 2^nd person
• Write in a conversational style
• Avoid jargon and technical terms

Sally Ormond – Copywriter and MD at Briar Copywriting Ltd

Hands up is you think writing copy is just about collecting a few facts and then writing them in a string of coherent sentences that will hopefully convince readers to buy something?

Wrong.

Being a copywriter is much more than just that.

This isn’t going to be one of those posts that rambles on about the science of writing or anything like that. This one is about how a copywriter gets into the head of his or her client.

Copywriting Craniotomy

If you are slightly squeamish there’s no need to look away, there will be no blood.

Getting into the heads of your clients sounds drastic, but it really is the only way you can understand what they want.

Finding out the nuts and bolts of the copy (benefits, features etc.) is easy, but pinpointing exactly the tone and approach your client wants is a different kettle of fish altogether.

The terms ‘friendly’, ‘informal’, ‘witty’, ‘quirky’, ‘professional’, ‘approachable’ and ‘conversational’ can mean different things to different people.

Let’s be honest, how many times have you been asked to take an ‘approachable and conversational’ approach only to be told ‘no, that’s far too casual, that’s not what I want at all.’

Yes, finding the perfect voice for your clients is tricky. So what can you do to overcome this hurdle?

Ask the right questions

Over the years, I have found the best way (please note even this isn’t fool proof) to get to the bottom of what my clients want comes down to a three-pronged attack:

1. Read

Start off by asking them what style they want and ask them to provide examples. This could be in the form of other websites they like, a writer that adopts the style they want, a marketing brochure; in fact it can be absolutely anything.

Once you have it, read it again and again until you are completely immersed it its style and can replicate it easily.

2. Listen

As you talk to your client listen to what they say and how they say it. Their turn of phrase and choice of vocabulary will help you when it comes to developing a style that they are comfortable with.

3. Read some more

During the project you’ll probably be exchanging a lot of emails. Again, read these carefully and see how your client tends to phrase things and use this within the copy you produce.

Of course, that doesn’t mean to say that everything you write will be perfect first time. There may well be words that you use that they don’t like, but small tweaks like that are to be expected anyway.

Many larger clients will already have a style book to hand they can pass on to you that outlines the dos and don’ts when it comes to writing copy. But this isn’t the norm, so for the majority of writers the 3 tips above should help you create something your clients will be happy with.

Over to you

How do you get over this particular issue?

Leave a comment below and share you ideas on how to create the perfect voice for your clients.

Note: No copywriters or clients were harmed during the writing of this blog post

How much thought do you give to the words you use when communicating with other people in your company?

Probably not a lot.

If you were writing a piece for some marketing material it would be a different kettle of fish, but for internal comms – you’d just write, wouldn’t you?

That seems to be the thought process for many people. In fact for email communications there appears to a surprising lack in regard for how the writer comes across – that’s certainly the case for many emails received by my copywriting agency.

Granted the emails we get are from people looking for a copywriter, but at times the layout makes them difficult to read and many haven’t been read through before being sent.

Getting back to internal comms, usually these are emails requesting information, spreading information, informing about meetings etc. Perhaps, by some, these are viewed as necessary rather than important, but how they are written still says a lot about you as a person.

If you are sending an email out to your whole team (it could be 2 or 3 people or it could be hundreds), your attention to detail (i.e. spelling, grammar and layout) will all have an effect on their perception of you.

As a leader you’re expected to be methodical, eloquent and inspiring so it’s essential you think before you write.

Tips for writing great emails

1. Brief but friendly

No one likes an email that goes on and on without actually getting to the point. But that doesn’t mean to say it has to be blunt.

Make sure the most important information is at the top and, if it is going to cover several points, list them so they are easy to identify.

Also watch the tone of your email. When it’s for business it’s very easy to be dry and boring. You can still inject some personality, but avoid jokes and flippant remarks, as they may not come across well in writing.

2. Layout

Long emails without plenty of breaks are awful to read.

Keep your paragraphs short and sentences simple and avoid jargon. Yes, your colleagues will probably understand it, but it will make your email really boring and corporate.

3. Read through

Always read your email carefully before hitting send because once it’s gone, it’s gone. Check for typos and grammar issues along with whether it actually makes sense or not.

You may think this is all common sense, but just take a look at your inbox and see how many people are not doing any of these things.

Using simple language, a clear layout and paying attention to detail will help you communicate clearer with your team leading to greater efficiency and productivity.

It may be a small thing, but it does make a big difference.