Entries Tagged 'copywriter' ↓

Judging by my inbox these days, more and more people are looking to use professional copywriters, but why?

What’s their motivation?

As far as I can tell there are 3 main camps:

1. Joe who doesn’t have time

Joe spends 40+ hours a week chained to his desk. The work keeps pouring in and he’s struggling to keep his head about the water, but his boss keeps sending more his way.

The latest demand is for a re-write of the product descriptions on the company website. Its mind numbing work and Joe a) can’t be bothered and b) doesn’t have the time.

He’s just about got enough in the budget to get some help, so he Googles for a copywriter. The problem is he doesn’t see the work as important and so offers peanuts. And we all know what happens when you only want to pay peanuts.

The problem is, although the copy is fairly short, it’s vital to the success of the business. If the company’s product descriptions aren’t inviting, no one’s going to buy them.

The result? Joe outsources the work to a very cheap company (abroad) and ends up with substandard writing that simply doesn’t work – epic fail.

2. Frank who can’t write for toffee

Frank is also drowning in work, but also knows he doesn’t have the right skill set when it comes to creating engaging copy.

When his boss asks him to write the copy for their new corporate brochure, Frank turns very pale. After a meeting with his boss, Frank persuades him to get in a copywriter. The only problem is, his boss doesn’t see the value in getting someone else in and so sets a very low budget.

Franks is really frustrated because he knows it’s not enough to get a good writer on board, but his hands are tied and calls in a cheap writer.

When the copy arrives, Frank ends up having to re-write it, even though he’s far from confident in his own abilities.

Thousands are printed and taken to the next trade show…and are then brought back again because no one wants them.

3. Alice who values great writing

Monday morning is the budget meeting. Alice already knows she will be responsible for creating a new brochure, web copy and email campaign this quarter. She also knows there’s no one with the right skill set in the company. Plus, she also knows using someone outside will enhance the copy.

During the meeting she makes a strong case for using a professional copywriter and is granted a sizeable budget.

After a bit of research, Alice finds the perfect writer and meets with them to explain what the company is looking for. After taking a detailed brief, the copywriter creates exceptional copy that blends with the company’s brand and engages with the customer.

The result is higher sales, more traffic to the website and an enhanced professional image.

Joe and Frank go in search of help because they don’t have the time or skills, not because they understand the value of professional copy.

Alice, on the other hand, knows that good copy doesn’t come cheap, but she also knows that with it comes experience and the ability to engage customers.

If you think like Alice, your company will be going places.

Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+

This is a guest post written by Nancy Anderson. The views expressed in this post are entirely the author’s own and may not reflect those of Freelance Copywriter’s Blog. If you are interested in submitting a guest post, please get in touch with your ideas.

For many administrative professionals, writing is a crucial part of their job descriptions. The way you write communicates a great deal about your competence, skills, and professionalism. By following a few time-tested writing tips, you can take your business writing to the next level.

During the course of a normal workday, most administrative professionals communicate with people from all aspects of the business. You might write emails to people who have little to no industry knowledge, draft reports for business insiders, or communicate with subject matter experts. When working on a range of professional communication types, one of the most important writing tips is to know your audience. As you write, consider what the readers already know and what they need to know. If your audience has little to no knowledge of your topic matter, avoid using jargon. If you are gearing a piece toward experts in the field, don’t bother with basic information that adds unnecessary length. By considering the reader, you can make your writing clearer and more efficient.

No matter who you are writing to, it is crucial to have a goal in mind. People in administrative positions often handle multiple projects at once, so having a focus is important. Before you start, you should know what you want to accomplish. Whether you are writing an informal email or drafting a long report for a company executive, having a specific purpose can help you stay on track. One of the most helpful writing tips is to keep your communication as focused as possible. Every sentence in your document should relate to your goal; if it doesn’t, take it out. Most professionals have multiple tasks competing for their attention; by getting straight to the point, you can increase the chance that the recipient will understand your message and take the necessary action.

As an administrative professional, you may need to communicate with a range of important clients, vendors, and outsourced employees. According to a recent article on professional writing tips, it is vital to consider the potential legal ramifications of everything you write in connection with your company. Even when you are writing informal emails, it is best to avoid anything that might place you, your company, or your clients in a compromising legal situation. To stay safe, avoid including opinions, statements about race, jokes, political commentary, gender bias, or religious assertions.

One of the easiest writing tips for administrative professionals to follow is to be clear. Cut out unnecessary words, replace long words with shorter ones where feasible, and be as brief as possible. This will help keep your readers’ interest and let them know that you respect their time.

When it comes to business writing, simplicity, brevity, and focus are often the keys to powerful communication. By following tried-and-true writing tips, administrative professionals can cultivate a style that gets the job done efficiently and effectively.

About the author:

Nancy Anderson is the communities and article Editor for Beyond.com.  Nancy has 10 years’ experience in the online job search business with Beyond.  Nancy’s team produces dozens of articles every month for top internet sites.  Follow Nancy and the Beyond team on Twitter @BeyondJobs.

Image courtesy of Naupong/FreeDigitalPhotos

A short while ago I wrote a post on humour in copywriting, debating whether it was a good thing or not.

My conclusion was that if you did want to use humour, you had to use it with caution because not everyone finds the same things funny.

My attention has today been caught by an article in The Drum that states ‘Copywriters will gain inspiration from top Edinburgh Fringe jokes’:

Copywriters seeking inspiration for a good one-liner have hit a rich vein of inspiration at this year’s Edinburgh Fringe Festival, if a top 10 list of the best gags at the Festival is representative.

The annual compilation is this year headed by Rob Auton who dreamed up a sweet one-liner: ‘I heard a rumour that Cadbury is bringing out an oriental chocolate bar. Could be a Chinese Wispa.’

At the other end of the scale was a list of shame featuring groan inducing material such as ‘I thought ex-pats were people who used to be called Pat’.

Compiled by television channel Dave, the list was compiled from 60 shows which presented more than 7,200 gags between them.

These were whittled down to a short list of 30 which were then put to a public vote.

This saw Auton, a former SoHo paintbrush salesman, walk away with 24 per cent of the 2,570 votes cast along with a cash prize.

Commenting on his accolade he said: “I am honoured to receive this award and just pleased that a joke that tackles the serious issue of the invention of a new chocolate bar can be laughed at by the people of Britain.”

The top 10 quips:

1 Rob Auton “I heard a rumour that Cadbury is bringing out an oriental chocolate bar. Could be a Chinese Wispa.”

2 Alex Horne “I used to work in a shoe-recycling shop. It was sole-destroying.”

3 Alfie Moore “I’m in a same-sex marriage… the sex is always the same.”

4 Tim Vine “My friend told me he was going to a fancy dress party as an Italian island. I said to him ‘Don’t be Sicily’.”

5 Gary Delaney “I can give you the cause of anaphylactic shock in a nutshell.”

6 Phil Wang “The Pope is a lot like Doctor Who. He never dies, just keeps being replaced by white men.”

7 Marcus Brigstocke “You know you are fat when you hug a child and it gets lost.”

8 Liam Williams “The universe implodes. No matter.”

9 Bobby Mair “I was adopted at birth and have never met my mum. That makes it very difficult to enjoy any lapdance.”

10 Chris Coltrane “The good thing about lending someone your time machine is that you basically get it back immediately.”

Not entirely convinced I’ll be trying any of those out in my copy.

Over to you

If you’re a copywriter, or write copy for your business, what are your views on using humour?

Are you ever tempted to slip a gag or two into your content? If you have, what reaction did you get?

Leave your comments below.

Copywriting isn’t just about writing – it’s about using the right words, to address the right people, using the right language.

Anyone can string a sentence together, but not everyone can create something so compelling you just have to buy, sign up or download a report.

It’s not enough for your copywriter just to hear that you want a 6-page brochure with 300 words on each page to cover your company history, products, location etc.

Any copywriter worth their salt will also ask you:

Who is your audience?

Before a finger touches the keyboard, they need to know whom they are writing for.

Without that information how can they begin to develop the right message?

Are they male or female?

How old are they?

Are they affluent or on lower incomes?

What are their aspirations?

Why are they coming to you? What is the problem they have that they want solved?

What is your product/service?

They don’t need to know how many colours it comes in, but rather what is its main benefit?

What problem does it solve?

What benefits does it offer?

How will it improve their quality of life?

What would stop people from buying it?

What is its USP?

What is your brand voice?

The next step is to take a look at your company.

Do you already have an established brand?

Do you have a guide as to the language/tone you want to use?

How do you want to be perceived by your customers?

Do you want to come across friendly, approachable, corporate, professional etc?

Are there any words/terms you dislike?

These questions are just the tip of the iceberg because it’s essential your copywriter comes away with an in depth knowledge of you, your business, your customers and your products.

You see, copywriting isn’t just about writing, its about emotion, engagement and persuasion.

Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+

Whether you need someone to work on an off line or online project, it’s essential the copywriter you choose has certain qualities.

The ability to write is obviously right up there, but being an effective writer goes a lot deeper than being able to string a few sentences together.

Creative

Really? OK, a copywriter rarely gets involved in design, but they must have a creative side to be able to look at your project from a number of different angles. They must be able to come up with concepts that will make your project stand out.

A bit of nous

Because copywriters usually are not industry specific, it is imperative they have the ability to grasp a subject quickly. Frequently, copywriting projects only last a few weeks or months (especially when it is in relation to website copy or brochure content), so they have to get up to speed with your product/service PDQ in order to write about it in an intelligent, coherent and persuasive manner.

Understanding

You’ve undoubtedly heard many copywriters talking about ‘speaking to your audience’. But to make their copy resonate with your customers, they have to show empathy for the issue they have (and the reason why they need to buy what you’re offering). Only when they place themselves in the shoes of your customers can they create copy that will deliver the emotional connection needed to make the sale.

Great listeners

Although your copywriter knows how to write to sell, it’s important they also listen to your goals. After all, riding roughshod over your ideas is hardly going to ingratiate themselves to you.

A good copywriter will listen first, weigh up the project and then provide feedback. After that, the collaborative process begins so a mutually approved course of action if determined.

Organised

Not only do they have to be able to work to deadlines, they also must be able to follow direction, manage multiple tasks and be completely focused on the details of your project.

The last thing you want it to have to be constantly chasing them up to see how far along with the project they are.

Your copywriter should drive the project through to completion.

Not afraid to stand their ground

A copywriter won’t bully you (a good one, anyway), but they have to manage your expectations, so, should you want to take the project in a direction they know won’t work it’s important they have the guts to tell you.

After all, if they follow your instructions like a sheep knowing it’s not going to work, the project will be doomed. And, because they wrote it, it’ll be seen as their fault.

Therefore, any professional writer will point out when you are wrong and tell you why. Listen to them; they know what they’re talking about.

Simple

That needs a bit more explanation. Simple, as in writers of simple language. They’ll steer clear of any jargon or technical mumbo-jumbo and create content that is clear, concise and easy to understand.

They are not there to make you look intelligent by littering your content with long words no one understands.

Consistent

They will also produce content (especially if you commission them for multiple projects) that is consistent in voice and tone, keeping your marketing materials on brand.

Unassuming

When you’re a copywriter there’s no room for ego. Everything you write is for others, so it’s essential it follows the customer’s style and brief. It is essential your write can cut and edit the material without any emotional attachment to it. Its purpose is to sell, not gain kudos for the copywriter.

Understand the web

If your project is an online one, it’s also essential your copywriter understands how to write effectively for the web. That means they understand the use of hyperlinks, internal linking structures, search engine optimisation and how to cultivate a persuasive momentum that will keep the reader hooked.

Other than that, it’s also important you gel with your copywriter. Give them a call and have a chat to get a feel the type of person they are and whether you can work together.

It’s really important the client/copywriter relationship works to get the best out of your project.

Sally Ormond – Briar Copywriting Ltd, Twitter and Google+