Entries Tagged 'copywriting tips' ↓
December 13th, 2013 — copywriter, copywriting, copywriting tips
In any form of copywriting, whether it’s online or off line, lists are incredibly powerful.
And here’s why:
- People love lists (go on, admit it, you write them all the time)
- Numbers and bullets produce easy to read chunks of information
- They make an impact on the page or screen (help your benefits stand out)
- Adding numbers to your headline offers a promise to your readers that they won’t be able to resist
- Bullet points are easy to scan so you can get information quickly
- Bullets and numbered list are more efficient to read
- People remember numbers
- Obscure numbers (like the one in this heading) catch the reader’s attention
- A list grabs the attention of the reader
- They add interest to a page by breaking up text
- I couldn’t think of another one, but wanted a list of 11 rather than 10
I’m sure you can probably think of even more reasons why you should include lists in your copy.
But for me, their main benefits are that the break up text, add interest to a page and are a great way of highlighting benefits.
Short and sweet today, but there’s nothing else that needs to be said.
September 27th, 2013 — copywriter, copywriting tips
Facts get forgotten, whereas stories get repeated.
That simple sentence is worth remembering next time you think about writing some web copy, brochure text, email content or case study. 
But that doesn’t mean that a gripping story will necessarily result in a flood of new clients.
Yes, your prose may have moved them, it may have captivated them and they may have enjoyed your story. But your strategy didn’t work because they didn’t buy, get in touch or sign up.
Using storytelling to influence others in your copy isn’t as easy as it sounds. If you want to influence people and get them to take an action, there are a few things you must get right.
Relevancy
If you’re going to use a story, make sure it’s relevant to your goal.
If not, yes, your reader will get a great story, but they won’t ‘get’ what it has to do with your company or the action that you’re asking them to take at the end.
What’s more, if you find yourself having to explain the tenuous link at the end, it’s not right. It should be obvious from the outset why you’re telling it.
There must be an instant connection between your story and your company.
Interesting
You’ve probably read enough novels over the years to know there are some seriously boring stories out there.
To capture your reader’s imagination and to get them to take an action, your story must grab them from the off. That means making sure all the elements of a good yarn are there: a beginning, a conflict, climax and the end.
What’s important?
Paying attention to every word you write will help you strengthen your story. There’s no room for sentiment it the world of marketing, so when reading through each paragraph ask yourself whether it contributes anything to the overall message – if the answer is ‘no’ cut it.
You have to be brutal to be effective.
The final thing to think about is the length of your story. Too short and you may miss the point, too long and your audience may doze off. As a guide, make sure your story takes up no more than half of your copy. Any more than that and it can begin to dilute the effectiveness of your message.
Do you use storytelling?
If so, how have you used it and what has the effect been?
Author: Sally Ormond, Copywriter and MD at Briar Copywriting Ltd. Follow her on Twitter and Google+
September 25th, 2013 — copywriter, copywriting, copywriting tips, marketing
Harsh? 
No.
Want to know why? Corporate speak.
Something happens when you reach the upper echelons of management; your language morphs into an incomprehensible drivel, creating disturbing sound bites and memos a bit like this one:
“Going forward, all stakeholders in National Memo Day will be tasked to proactively think outside the box and produce a synergistic vision for growing the impact of this day on the national consciousness. This is a ground-breaking chance to get behind this concept 120% and to idea-shower strategies for leveraging our assets and incentivize dynamic solutions in order to evolve a set of win-win deliverables to add value to this high-altitude occasion.”
(Oxforddictionaries.com)
They become obsessed with metrics, synergy, going forward, pushing the envelope, paradigm shifts, leveraging, siloes, transitioning and covering all bases whilst on a level playing field.
Stop!
It doesn’t make you sound important, it doesn’t make you sound professional; it’s just annoying and hides the real meaning of what you want to say.
If you have something to say, say it in plain, good old-fashioned English.
Managers can’t help themselves and will try to shoehorn as many of the above terms into their brochures, web copy and emails as possible (not to mention their reports, white papers and case studies). It’s as if they think they have to use them to justify their pay grade.
But, you know what? Your customers (i.e. the people who will be reading this stuff) don’t want to be faced with incomprehensible industry gobbledegook. They want a clear message written in simple language.
It comes down to how much value you place on your customers.
Offer them marketing materials written in-house that are stuffed full of corporate speak and they’ll walk away.
Offer them poorly translated brochures from your parent company (because they insist they’re fine for your market even though you know they aren’t) they’ll walk away.
But, offer them well written materials that speak in plain English, that address them directly and concentrate on the benefits your product or service offers and they’ll be putty in your hands.
A good, experienced copywriter will NEVER litter their copy with corporate jargon.
Why?
Because they value your customers and they know what they want.
That’s why you should never allow management anywhere near your marketing materials.
Rant over. Thank you for listening.
September 18th, 2013 — copywriter, copywriting, copywriting services, copywriting tips
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.
September 9th, 2013 — copywriter, copywriting, copywriting tips
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.
