Entries Tagged 'copywriting tips' ↓

It’s amazing where inspiration can strike for blog posts.

This one came about after a visit to the opticians. I dread going mainly because I have a tendency to faint but on this occasion not only did I not faint, I also came away with a blog post.

Whilst sitting in the big black chair, breathing deeply and praying that I wouldn’t pass out, my optician was making conversation and asked what I did.

After explaining I was a freelance copywriter and worked with computers most of the day (hence the need for an eye check) he told me about a proofreading blunder he’d read about.

Earlier this year a story appeared in the Daily Mail with the headline:

Pasta Cookbook pulped over ‘freshly ground black people’ misprint

In a nutshell, an Australian publisher published a cookbook with a blaring mistake – namely a recipe using ‘freshly ground black people’ rather than ‘freshly ground black pepper’.

Ooops.

In fact it turned out to be a very expensive ooops because 7,000 books had to be reprinted costing Penguin a massive 20,000 Australian Dollars.

To add insult to injury, Penguin Australia’s head of publishing, Bob Sessions, said during an interview:

“We’re mortified that this has become an issue of any kind and why anyone would be offended, we don’t know.  We’ve said to bookstores that if anyone is small-minded enough to complain about this … silly mistake, we will happily replace (the book) for them.’

Well Bob, I would suggest at 20,000 Australian Dollars it was rather a huge mistake.

How to proofread effectively

Let’s get one thing clear – proofreaders are human and humans do make mistakes. No one is perfect but there are a few things you can do to make sure your writing is as perfect as possible so you can avoid embarrassing episodes like this one.

1. A second pair of eyes

In an ideal world if you wrote an article you would get someone else to proof it for you. A fresh set of eyes will pick up on errors you don’t see.

2. Time

If you don’t have the luxury of a proofreader the next best thing is to give yourself time between completing the piece of work and proofreading it.  If possible leave it for a minimum 24 – 48 hours before returning to it.

3. Quiet

Make sure you have peace and quiet when proofing. If you work in a large office you will easily become distracted and miss things. Find a quiet room where you can shut yourself away.

4. Print out

It is much easier to read from a piece of paper than a screen. Print out the document you need to check and go through it slowly line by line.

5. Go backwards

Once you’ve checked through your document a couple of times, read it backwards. Trust me, reading it backwards will make you more aware of the words you’ve used and will flag up any that are spelt incorrectly or are just plain wrong.

6. Read out loud

Proofreading isn’t just about spelling and grammar. It’s also about making sure the piece flows and has rhythm. Reading it out loud will flag up any areas that don’t flow and will show if you’ve overused words or terms.

7. Don’t rush it

Your reputation relies on the quality of your work so don’t rush it. The article, blog post, web copy or brochure that you’ve written has to be perfect to keep your customers happy.

Proofreading has to be one of the dullest jobs there is but it is also one of the most important. If you don’t want to make headlines like this one, make sure you take your time and proofread every piece of work within an inch of its life.

How do you proofread?

Do you have any unusual techniques that you find really work?

If so leave a comment below, I’d love to hear about them.

You all know how great newsletters are. But do you really know how to write newsletters effectively?

They provide a way for you to keep in regular contact with your customers.

But what do you put in them?

Keeping your subscribers engaged and interested in your monthly mailings is essential. But how do you achieve that?

Timely

To ensure your content resonates with your reader, try to tie it in with topical events or seasonal subjects.

So in the summer months don’t start talking about Christmas!

By making your content relevant to what’s going on around you, you are showing your readers that you are a company that thinks – you’re not just emailing them to get them to buy. You will be providing timely and useful information.

Solving problems

Your newsletter shouldn’t just be about selling.

Adding an article that talks about ‘how to’ achieve something, how to solve a problem or one that offers general advice about something your readers are interested in, will add value to your relationship with them.

By offering this type of information they are more likely to remain subscribed to your newsletter. Plus talking about your field in this way will position you as an expert. So when they need help – guess who they’ll turn to?

Short and sweet

How long should your newsletter be?

It’s best to keep it short – no more than 400 words or so. That way you’ll keep your readers attention right to the end.

Send them something that goes on for eternity and they’ll delete it because they won’t have time to read it.

But it’s not only the length of your newsletter than should be short. By keeping your sentences and paragraphs short too, you’ll make it easier to read.

And of course, don’t forget your strong headline. If that, and the first couple of sentences don’t grab their attention, you would have lost them.

Link

OK, so you’re keeping your newsletters short but this month you want to talk about something in more detail because you feel it’s particularly important to your readers.

That’s where linking comes in; write a short piece outlining the main issues and then link out to more information. This could be a blog post or article you have written or an external news story.

This technique keeps your newsletter short and sweet and still provides your readers with the information they need.

Have fun

Your newsletter also has to be enjoyable to read.

That will not only come down to its content but also how it’s written.

Be human with your writing; conversational copy is far more readable than formal, staid language. Inject a bit of humour if you can and keep it light. Above all, let your personality shine through.

Newsletters are an amazing tool. They enable you to keep in regular contact with your customers and enhance that relationship by offering news, tips and offers.

Do you send out a regular newsletter? If so why not leave a comment below and tell us how you use it. You might have more tips for us all to follow.

Whenever I speak to people about social media, the question as to whether or not you should automate your activities usually divides opinion.

There are those who believe that social media should never be automated because, after all, it’s supposed to be a social activity.

And there are others who believe that, to be effective, you have to schedule updates so that there is a constant stream and therefore a constant presence.

My own personal view is that it shouldn’t be automated, or at least not all of it.

The key to social media

I’m about to make a bold and obvious statement: Social media is about being social.

So if you don’t like people then it isn’t going to be for you.

It’s all about listening, engaging and conversing. You can strike up a debate or offer help and advice. But if you automate it, you can’t be reactive because you’re not there.

Earlier I said not all your social media activities should be automated which would suggest that I’m not totally against it.

Normally when you see me tweet that means I am at my desk working and keeping an eye on the Twitterverse ready to drop in when something interesting pops up. But my blog posts automatically feed into my twitter account through RSS. Therefore when a new post is published an announcement is automatically sent out with a link to the post.

No one’s home

If you automate 90% of your tweets you can’t engage with others.

Just think about it for a moment. If you set up a load of tweets to be scheduled and one of your followers responds to one or asks a question, what impression of you will they have when you don’t reply?

I’m not saying that your followers will expect an instant reply but an acknowledgement within an hour or so would be welcome.

Some people also tend to schedule the same tweets over and over. Even if you vary between half a dozen or so, it’s going to get very repetitive and could lose you followers.

So I guess what I’m saying is, if you want to automate your social media activities keep it to a minimum.

To get the most out of it you need to listen and participate. Show your followers you are a real person and interested in what they have to say by engaging with them.

Have fun with it – after all it is meant to be social.

Have your say

How do you use social media?

Leave a comment and share your tips with us.

Sally Ormond – freelance copywriter, social media addict and blogger

Twitter – @sallyormond

That might sound like a strange question to ask.

But think about it for a second – why do you have a website?

If your immediate answer is ‘because everyone else has one’ you’re barking up the wrong tree.

Yes, if you’re in business today you are expected to have a web presence but that shouldn’t be the sole reason for your website to exist.

Your website has to do something for you and, more importantly, something for your customers. Let me explain.

Your website and you

By having an effective presence on the web you will be able to:

Free up manpower because your website should answer most of your customers’ questions

• Be a source of information 24/7
• Help people find  you on the internet
• Publicise events and your latest news
• Showcase you products and services
• Take orders online

And that’s just for starters.

But it’s not just about that. Yes, all of those things will make your life easier and, to a certain extent, your customers’ lives. But your website isn’t just there to help you.

Your website and them

Who is ‘them’?

They are your customers. Your website is a 24 hour a day, 7 days a week interface between you and your customers. As such it must speak to them directly, address their needs and show them what you can do for them.

When they land on your website they want:

Great service

• A great experience
• To be made to feel like an individual

You see, for your customers the most important thing is what you’re going to do for them so first impressions are vital.

First impressions count

Whether you already have a website or are in the early stages of development, here are a few pointers to bear in mind when thinking about its design:

• Does it reflect you and your values?
• Can your customer tell what you do from the design/layout?
• Are your contact details easy to find?
• Does your website reflect your brand values?
• Does the copy talk to your reader?
• Is it selling you or the benefits of your service?
• Is it social?

When someone first lands on your website they should be able to instantly see what you do. Your website copy should be benefits led and your site navigation should be easy to use.

Also, make sure your contact details are prominent – after all, your customer is going to want to know that they can get hold of you if they need to. But you also need to consider social media. If it’s right for your business you must use social media – customers expect it. Make sure they can easily interact with you via Twitter and Facebook as well as via the telephone and email.

If you still think a website is just an online brochure, think again. Today your website must work for you. It has to show you are a progressive company that has embraced social media to open up the lines of communication with your customers.

It should be your primary marketing tool so make the most of it.

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