Entries Tagged 'copywriting' ↓

There appears to be a trend at the moment for landing pages that are “funny”.

I’ve used inverted commas there because they are funny only in the eyes of the writer.

The humour is being used to try and get you to sign up for something or buy a product. Is that really the best way to go about it?

In my view, no.

When someone lands on your web page it’s because they’ve been searching the internet for a solution to solve a problem they’re facing.

The reason why they clicked your link was because your META description persuaded them that the content of your page would give them the answer they were looking for.

The last thing  they want to see is a lame pun trying to extract money or their contact details from them.

All they want is results.

Your product or service should be able to stand on its own two feet without the need for shameless gags.

So what will get your visitors buying?

Here are 4 things that will grab their attention.

1. Unite against the bad guy

Emotive language is a very powerful tool. Use it to show how your product or service will get rid of common niggles such as boring meetings, late paying clients, poorly performing websites etc.

2. Belong together

We like to be part of a gang; no one wants to be the outsider.

Showing you reader they are “one of the 500 smart people…” will make them feel special and part of an elite group; it gives them a sense of belonging.

3. Quick fix

If your product is “…the quickest way to…” they’ll want it. People want instant fixes, they don’t want to wait around. If you can convince them you’ll help them achieve their goals quickly, they’ll be all over you like a rash.

4. Story time

Stories are great sales tools. They are part of our heritage and as such, people are predisposed to listening to them. Weave a story around your products and services, highlighting the benefits they bring and you’ll draw your audience in.

Each of these methods will help push people towards a buying decision. The best way to find out which one(s) work for you is to test them. Once you hit the right recipe your landing pages will work like a dream.

Every copywriter in the land loves creating content.

Every copywriter in the land hates the editing process.

It’s very easy to be objective with someone else’s writing, but when it comes to your own taking a red pen to it can be like severing a limb.

The problem is every piece of content you generate will need editing. If you don’t edit you’ll never turn your good content into great content.

So where do you start?

The long and the short of it

When you start on a project, just write. It doesn’t matter how bad it is, write everything you can think of because it’s much easier to cut during your edit than add.

Once you’ve finished the editing process all the phrases and sentences that made you cringe will be gone, leaving you with the most powerful words.

Be strict

All writers are guilty of having a favourite phrase, sentence etc., in their writing. It may be something that came to you in a flash of genius that you just had to get into the piece you’re writing, but does it add or detract from what you’re trying to achieve?

During your edit you have to be ruthless. Keep the focus of your writing in your mind at all times and if it doesn’t fit it’s got to go.

That is especially true for the start of your content. Most writers will spend the first paragraph warming up. Take a look at the beginning and think is that the right starting place or is there a better introduction a few sentences in? It’s important to make an impact from the outset rather than gently leading the reader by the hand, because they may let go and find something more interesting to look at.

Think about your words

The easiest writing to read and understand is that which uses simple words, short sentences and short paragraphs. When you’re trying to sell, your writing has to be snappy, concise and to the point. That also means keeping your punctuation under control. Numerous commas in a sentence slows the pace and can lose a reader, oh and never, ever finish a headline with a full stop because you’re asking the reader to stop, and that’s the last thing you want them to do.

Voice

The tone of voice in a piece of writing refers to how it sounds when it’s read aloud.

Copywriters are in an odd position; the are the writers, but the message is coming from their client. Therefore the tone they adopt must fit with the company and it must also appeal to the audience.

As you edit, think about who you’re writing for, the types of phrase they would use, how they want their customers to see them and make sure you use the right tone and language to reflect their personality.

Be active

The use of active verbs can breathe life into any piece of writing, so take a good look through what you’ve written and make sure you change any areas of passivity to active-go-getting-ness.

Whichever way you look at it editing is painful, but at the end of the process you’ll be left with content that’s powerful, engaging and that will drive results.

It’s the age of the entrepreneur. Businesses are springing up everywhere, so how do you get yours noticed?

As a start-up you have no track record, no testimonials, no social proof. That might sound like a brick wall, but if you can prove to the media that you can change the world you will get your story heard.

Your pitch: I can change the world

The usual course of action for a new business trying to get noticed is to write umpteen press releases, but journalists are inundated with them so how about trying a different approach?

Writing a pitch, tailored to the journalist you’re targeting, will help you stand out, but only if you write it from a benefits point of view rather than as a sales document. Give them everything they need, from your logo and contact details to ideas for your story. Remember though, as I said earlier, this isn’t a sales document. You must prove you can change the world.

What do I mean by that?

Your business, whatever it does, will solve a problem, create wealth, make someone smile or take their pain away.

Why?

Because if it doesn’t have a tangible benefit it’s not a business.

Your job is to understand that and show the reader (in this case the journalist you’re pitching to) how you change people’s lives. The “people” are their readers, so if they can smell a great story you’ll have their attention.

Who do you contact?

It’s all well and good creating a great pitch, but who do you send it to?

Every newspaper, magazine, TV and radio channel has it’s own audience. Your job is to do your research to find the journalists who write about the problems your company solves.

Why?

Because their audience will be the people who will buy your product or service.

If you want to maximise your coverage you have to match the journalist with your message.

Once you have your list, don’t just send cold pitches because they are likely to be ignored.

It’s all about who you know. Look at your contacts, is there anyone who can help you? Perhaps there is someone who can make an introduction for you?

Get in touch with journalists and build a relationship with them. See if you can help them out before pitching to them. Try to meet them in person. The stronger the relationships you forge, the more likely they are to run with your ideas.

Did they say yes?

If they say yes and run with your story, fantastic, well done. Keep in touch with them and let them know your areas of expertise and that you’re interested in being interviewed or happy to contribute to future stories.

If your idea doesn’t get picked up don’t hound them. Chase after about a week, sending your story again just in case they didn’t receive the first one. If they’re still not interested, don’t just give up. Try sending it to a different contact, even one within the same outlet – just because one person wasn’t interested doesn’t mean no one will be.

If you want people to talk about your business you have to show how you can change people’s lives.

There are too many press releases out there that try to sell. The trick to getting noticed is to show yourself as a company that puts its customers first by highlighting the benefits they receive.

Author – Sally Ormond, Briar Copywriting Ltd

When you scout round for a copywriter, how do you make a buying decision?

I’m betting you look at cost over and above everything else.

Yes, I understand you have budget constraints, but just looking at the cost of a service can be very short-sighted.

How much?

As a copywriter I hate getting those emails that say, sorry you’re too expensive.

Really?

What are you comparing that to?

Nine times out of ten, a potential client will gather a load of emails from Google search, perhaps throw in a few that have been recommended and then blast out an email along the lines of “I need 10 pages of copy, what do you charge?”

The problem with that is that you’re immediately telling the recipient of the email “I need some writing done, I don’t care how good it is, I just want it.”

What’s that? You do care how good it is? Oh, right, well that’s not what you’re saying.

The deciding factor shouldn’t be about cost (although I appreciate you don’t have a bottomless budget), it should be their experience (not just in your industry), reputation and quality of their work.

Why?

Because the reputation of your business is at stake.

Think about it, if you have ‘OK’ copy on your website (and other promotional materials), but your competitor has high quality, persuasive content who will people chose? Yup, not you.

If you were building a house you wouldn’t just instruct the cheapest builder, you’d want to find one that’s got a good reputation. If you wanted a lawyer, you wouldn’t just hire the cheapest, you’d ask for recommendations to find the best on in their field. So, when you’re looking for a copywriter to create compelling marketing copy don’t make your decision on price alone.

How to find a great writer

The first thing to do is look at their website.

Read their testimonials and case studies. Look at their portfolio and at the clients they have worked with.

Then, rather than sending out an email, pick up the phone and call them. Have a chat about what you’re looking for, ask for their advice. A good writer will be enthusiastic and knowledgeable – this is also a good way to see if you gel, after all, you’ll be working closely together so it’s important you find someone you can work with.

The budget for your copy should be in line with that of your website, brochure etc.

Experienced writers aren’t going to be cheap, but do you want cheap as chips or someone that actually knows what they’re doing?

Author – Sally Ormond, Briar Copywriting Ltd

I love reading.

When I’m not working, cycling or doing family stuff I usually have my nose firmly planted in a good book.

At the moment I’m reading “The Girl who Saved the Kind of Sweden” by Jonas Jonasson, his follow up to his best selling debut novel “The Hundred-year-old Man Who Climbed Out of The Window and Disappeared.”

I love Jonas’s style.

His writing is simple, honest and unpretentious.

His characters are well rounded and have a depth that makes them come to life.

As for the story line, it simply draws you in and compels you to keep reading.

What has any of that got to do with copywriting?

Quite a lot as it happens.

Simple, honest, unpretentious

Jonas’s novel is a work of fiction. Your marketing copy must be fact, but that doesn’t mean it has to be boring.

I’ve written many times in the past about companies demanding jargon-filled copy that’s crammed with hyperbole because they think it makes them look impressive.

The most impressive copy is that which simply tells the reader about the benefits they’ll enjoy.

You see the most effective copy is that which taps into the mind of the reader. They are your customers and therefore you should understand what makes them tick.

• What challenges are they facing?
• How will your product solve them?
• How will you help them?

If you use simple language your message comes across clearly. Customers aren’t impressed by how many syllables you can cram on to a page, they just want straight-forward talking that’ll tell them what you’re going to do for them – i.e. what makes you different.

Now, in trying to uncover their USP, many companies claim all sorts of things, but never actually follow through. Granted, your promises might draw in customers, but once they realise they are empty they’ll head for the hills, but not before they’ve told all their friends on social media about you, potentially losing you even more custom.

If you’re going to make claims about great customer service, money back guarantees or incredible offers, make sure you follow through and don’t hide a myriad of terms and conditions in the small print.

In simple terms, always use this formula if you want your copy to be a success:

Simple language + benefits + honesty = compelling copy

• Don’t try to be clever
• Tell them how you’ll help them
• Focus on your customers not your company
• Be honest
• Use simple language

Author – Sally Ormond, Briar Copywriting Ltd