Entries Tagged 'copywriting' ↓

When companies write their own copy, they tend to fall at a couple of hurdles when it comes to its effectiveness:

• It’s full of we
• It’s a blatant sales pitch

The first point is covered in this very sanitary blog post, so this post will concentrate on the second.

How do you convince your reader to buy something without being blatant about it?

Before I answer that, let’s take a look at the problem itself. When you’re writing about your own business, you’re keen to get across every last detail to your reader.

You want to tell them all about the features (sadly forgetting the crucial benefits) and then you’ll proceed to tell them it’s amazing, brilliant, superb and fantastic in varying font sizes, colours and turns of phrase.

The problem with that is the reader will instantly recognise your sales pitch and if there’s one thing people don’t like, it’s being sold to.

So if you want to get them to buy from you, you’ve got to be a bit more cunning than that.

How to sell without selling

As a copywriter, I use 3 techniques to get around this particular problem. Each one will help you sell your products or services without the reader recognising an in-your-face sales pitch.

Let’s take a look at the first…

1. Storytelling

As kids, we’ve all grown up listening to stories. We naturally warm to them, listen to them and learn from them, which is why it’s such a powerful way to communicate the benefits of your products or services to your readers.

By reading about a situation and how your product helped someone, will sell the benefits to your reader without them realising they’ve just been sold to.

That’s because they have seen how your product/service works within a given scenario and how it benefits the user.

Placing it within a content they can relate to, is a powerful way of selling without obviously selling.

2. Testimonials and case studies

Whether you use a testimonial from a client, or use their story as part of a case study, because it is a real life story, your reader will read it and take more notice of it than anything you write.

After all, the authors of the testimonials have no incentive to lie about your service, so they are seen as trustworthy insights into your business.

Another powerful way to use testimonials is by video. There are a few people who take the view that testimonials can be written by anyone and where’s the proof that the person sighted is the person who wrote it. But if you have a video testimonial, it will tend to blow the sceptics out of the water.

3. Teaching

Does teaching really work?

Of course it does.

Whether you offer a free sample, video ‘how to’, or an offer, these all act as bait to get your reader hooked.

People love something for nothing, and if it means they get to see how great your product or service is first hand, they are more likely to buy from you.

Over to you

Do you use any other techniques to avoid the ‘hard sell’ approach?

Perhaps you’ve had particular success with one of the above. If so, leave a comment below, I’d love to hear from you.

As a copywriter, I get asked to write all manner of things. One day I could be writing about Risk and the financial markets, the next it could be cosmetic surgery, recruitment and architectural rendering.

But one thing always makes me smile, and that’s when I get emails asking for my B2B (Business to Business selling) experience.

Why does that make me smile?

Mainly because, in my view, B2B and B2C (Business to consumer) copywriting is one and the same.

[Gasp!]

Why do I think that? Let me explain.

B2B and B2C are the same

The aim of copywriting, regardless of whether you are working in a B2B or B2C market, is the same – to sell.

So there is the first amazing revelation dealt with.

The next is that, even though you’re writing for a B2B market, you are still trying to sell to a person. Don’t believe me? OK, answer these questions:

• Can a company physically buy something from you?
• Can a company meet you for a coffee whilst you talk business?
• Can a company sign that all important contract to confirm your sale?

I think you’ll find the answer to all of those questions is a big fat, resounding NO.

It all boils down to the fact that your copy has to convince a person within the company; therefore you are selling to a person. And as such, the copy you write is no different to if you were selling direct to the public.

Granted, your benefits will be orientated towards what’s in it for the business as opposed to the person you’re speaking (mind you, assuming your product is going to make the business more profitable, he/she will have a vested interest as it may well lead to a whopping bonus for them).

So, just as if you were writing to a consumer audience, your copy should be:

1. Brief – you are writing to people at work so they will be time limited.
2. Human, because business people are – they also make decisions partially for personal reasons (as mentioned above) so tap into reason and emotion for the best results.
3. Full of benefits – buy this and you’ll save money, save time, make bigger profits, reduce staff turnover, and improve productivity…

In my humble opinion, all you have to do is keep it plain and simple, avoid clichés and, whatever you do, do not let any jargon slip into your copy.

Over to you

You’ve allowed me to rant on, but what do you think?

Do you agree that, essentially, copy should be the same regardless of whether it’s for a B2B or B2C market? Or do you think there are legitimate differences between the two?

Leave a comment below, I’d love to hear you take on this one.

Although this is being written from a copywriter’s point of view, what follows applies equally to all professions.

As my mum always used to say to me…

“Treat others as you would like to be treated.”

And she wasn’t wrong (not with that piece of advice anyway).

Rather than go into reams of text arguing my point, below are a few simple things you can do to add value to your relationships with your clients:

1. Listen

Simple and yet often over looked.

The only way you will fully understand the project is by being attentive, taking notes and asking loads of questions to clarify precisely what is required.

Never try to guess at what your client wants. If you don’t understand or the brief is unclear, ask for clarification. They’d much rather you did that than submit work that is completely wrong.

2. Ask what they want

As a professional writer, never be tempted to take a brief and then write what you think they should have.

Ask what they are looking to achieve with the project and how they want to be perceived by their readers. If you can see an obvious disconnect, talk it through with them and suggest an alternative plan.

3. Promises, promises

Yes, you are going to want to promise your new client the earth. But promising unrealistic deadlines or outcomes will only lead to disappointment.

When agreeing a deadline, make sure it’s achievable.

4. Update regularly

Writing is a solitary profession, but that doesn’t mean you can cut yourself off completely.

Regular contact (email or phone) will keep your client in the loop so they know exactly what’s happening and what stage you are at with the project.

There’s nothing more frustrating than hiring someone to do a job for you who you then don’t hear from for weeks.

5. Contactability

Ok, that’s not actually a word, but it should be.

If your client can’t get hold of you easily, you are going to seriously hack them off.

Granted, you’re not going to be able to answer your phone every second of the day and you are allowed a few breaks, but if they leave a message, phone them back. If they send you an email, reply to them within an hour or two (if possible).

By giving them various contact options such as phone (landline and mobile), email and Skype, you are making yourself accessible.

6. It was me

Things do go wrong – yes, even to you.

No one is perfect, so if you make a mistake, own up to it. If you try to bluff your way out of a bad situation, you’ll only make it worse.

Your client will think more of you if you say “Yes, I made a mistake” and then put it right.

7. Thank you

They may be two small words, but they are very powerful.

It doesn’t take a lot to thank them for their business, so make sure you do.

Over to you

Do you have any little tricks you use to keep your clients happy?

Leave a comment below and let’s see how many different ways we can come up with.

What other type of copywriting is there?

Copy exists for one reason only – to sell. Whether it appears in a brochure, email, website, case study, white paper or newsletter, its primary function is to get the reader to take an action:

• To buy
• Get in touch
• Fill out a survey
• Complete an order form
• Sign up to your newsletter/offer

If you are in a face-to-face sales situation, you have the opportunity to persuade, cajole, counter objections and physically show your potential customer your product.

When writing copy, you don’t have any of those advantages, so your words have to do all the hard work for you.

4 things to remember about your sales copy

There are 4 things you should always bear in mind when thinking about your sales copy.

Actually there are loads of things, but these 4 will help you keep your feet on the ground and your focus on your reader.

1. Your readers really do WANT to buy from you

Let’s face it, today’s searching and shopping habits are rather like the prehistoric hunter/gatherer role.

Although today, we’re more focused on finding goods and services than tonight’s dinner. Our age of consumerism has shifted our buying behaviour towards making more discretionary purchases as opposed to necessity buys.

Our spare income today is spent on holidays, cars, designer clothes and other luxury items. So when a reader lands on a website or picks up a brochure, they’re already in the mind-set to buy. Your copy just has to convince them that yours is the product they want.

2. You can’t force a sale

As a copywriter, I hate to have to admit to this, but you can’t force someone to buy something through words.

You can make the product look mighty attractive and sought after, in the hope that it will be enough to clinch the sale. But, if your reader doesn’t want to buy it, your words are unlikely to change their mind.

But all is not lost. The art of copywriting is to build on the existing want or need within the reader. If they’re interested in your product, well written, benefits laden copy, will nudge them into buying it.

3. Your copy doesn’t have to brilliant

You have no idea how hard it was to write that.

But that doesn’t mean any old thing will do. You don’t need clever concepts to sell your products, but you do need copy that shows your product will solve the problems your readers are experiencing or make their lives better.

Writing copy for products that people already want or need, will lead to success.

4. Remove barriers

People are natural consumers, which is why, if you are selling a product they already have a need for, you are more likely to be successful.

But people are naturally suspicious, so you’re going to have to create copy that overcomes their buying objections even before they’ve made them.

Think about:

• What would prevent them from buying?
• Have you sold the benefits?
• Have you given testimonials?

Over to you

Copywriting that doesn’t sell is about as much use as a chocolate teapot.  Every piece of copy you write must exist for a purpose.

What steps do you take to make sure your copy works? Have you come up with any innovative techniques?

Leave a comment below and let’s see how many different ways we can come up with to make sure your copy sells.

• Great

I’m sure you can think of a few more, but these are all words that can be cut from sentences without having any effect on its overall meaning.

2. 3 part lists

These are useful when stressing a point. Remember Tony Blair’s “education, education, education”? The rhetorical effect of a 3 part list helps to drive home your point.

3. Second person

No, that’s not the forerunner of “The Third Man”, writing in the second person (i.e. you and your) makes your copy personal because it addresses the reader directly. This will help you build rapport and establish trust between you and your audience.

4. Distinguish between features and benefits

Anyone can write about the features of a product, but a copywriter will concentrate in their benefits. But not any old benefit; the benefit to the reader – saving them time, money, making them more successful, making them more attractive…

5. Bulleted lists and highlights

As well as adding interest to your page, bulleted lists and highlighted text will also draw the readers’ eye. So what better way to stress your key points than to list or highlight them?

6. Paragraphs

Most of us like to get our information in short chunks. Lengthy pages of text are a big turn-off, so use short paragraphs to get your information over succinctly.

7. Read aloud

The only way you will get a feel for your copy’s flow and rhythm is by reading it aloud.

Yes, you’ll feel ridiculous, but it will instantly identify where your copy works and where it falls short. Better to find out then than after it’s published.

Over to you

Great, readable copy is all about minimalism. That doesn’t mean all copy should be short, but it does mean that all copy should only use as many words as are absolutely necessary to get your point across.

How about you? Do you have any favourite methods you use to make sure your copy is as tight as a nut?

Leave a comment below and share them with us.

Sally Ormond

Freelance copywriter, blogger, social media addict and lover of rum butter toffees