Entries Tagged 'freelance copywriter' ↓

In the world of marketing you’ll soon discover that very few people like being sold to.

We want to be sure our decisions are our own and not influenced by someone else.

That’s why very few people will land on a website, think “Wow! I must buy that now” and eagerly get out their credit card.

Before any of us buy (yes, you included) we have doubts – is it really what I need? Can I really justify the cost?

The art of a good copywriter is to overcome those objections within their copy which means getting out their crystal ball.

Why?

Because you have to counter their objections before your reader has had the opportunity to work out what they are.

Copywriting that convinces

Whenever you are faced with a buying decision all manner of objections are going to pop into your head. The copywriter has to pre-empt these because copy isn’t about getting the consumer to say ‘yes’, it’s about preventing them from saying ‘no’.

Here are some common objections:

1. I don’t need it

Let’s face it there aren’t that many things we buy that we actually need. Needing something is about not being able to function with out it. To get round this one you have to change that ‘need’ into a want.

I don’t need the small mountain of shoes I have in the bottom of my wardrobe, but I want to look coordinated, stylish and modern hence I want lots of different pairs to go with my different outfits.

2. I can’t afford it

With the current economic climate there’s not a lot left we can afford.

But again if you can convince them they want it they’ll find the money from somewhere. Give them a good enough offer and they’ll just have to buy.

3. Perhaps tomorrow?

If you let them browse and then walk away, they are very unlikely to come back again.

You have to force them into a decision there and then:

• Create a time limited offer
• Tell them there is a limited supply
• Tell them they only have until midnight to place their order or miss out on the offer of a lifetime.

4. Why should I buy from you?

You know you are honest and trustworthy but the consumer doesn’t.

They have just stumbled across your website and don’t know you from Adam. Through your copy you have to convince them of your trustworthiness through:

• Testimonials
• Background information on your company
• Details of your longevity

Your copy must entice, convince and sell if you are to draw in the punters. Remember you have to dispel their objections before they have the opportunity to raise them.

The art of a great article – other than interesting content people want to read – is a striking headline that makes it stand out.

Articles are a great way of building back links to your website and so give a boost to your SEO. Whether you write them yourself or you hire in a copywriter, a steady stream of submissions will give your online visibility and reputation a boost.

Every article website out there contains thousands and thousands of articles on just about every subject you can imagine, so if you want yours to be read and shared it has to stand out and be visible.

There are numerous posts around the internet on how to write great headlines but below are 7 simple tips that will help you create something that will make people stop and loiter at your article.

1. !!!!!!!!!!!!!!!!!!!!

I hate the use of exclamation marks. I will generally go out of my way to avoid using them.

If your point is really vital use language and tone to convey its importance not an exclamation mark. To me it’s a very lazy way of making a point. Plus it gives the impression you’re shouting at your reader and that’s not a nice thing to do.

2. Be honest

You might think a great way of dragging readers into your article is by offering them the world. But if your headline offers something other than what’s in your article you’ll lose their trust and they’re unlikely to read anything else you read.

3. Don’t over-egg it

This is similar to number 2. But this time rather than using the headline to make a statement that is obviously untrue, over-egging it means giving an over exaggerated claim. For example giving a headline saying “Discover the top 3 tips that’ll make you a millionaire over night” – yeah, like that’s going to happen.

4. Overstatement is bad

Rather than exaggerating and making false claims to grab your readers’ attention, why not get creative. Have fun with language and use it in a way that’s eye-catching. Use words that will intrigue; use puns and play with the meaning of words to create something memorable.

5. Shhhh

If at all possible resist the urge to use the word ‘secret’ in your heading. There are very few things you are likely to write about which are truly secret. And if you did the chances are you’d be hauled off to a Government covert installation somewhere, never to be seen again.

6. Humour

If you are able to write humorously to grab attention then do so. But be warned. Very few people can pull this one off. Just because it makes you laugh doesn’t mean it will make everyone laugh.

I’m sure at some time you’ve sent an email with an ‘ironic tone’ only to find you’ve offended the recipient. You see, what sounds ironic or funny in your mind as you write may not be conveyed that way when it’s read so extreme caution should be used when trying to be funny in writing.

This 6 simple tips will help you create headlines that work. By pointing out what not to do, you should be able to create something honest, eye catching and intriguing that will draw your readers to you time and again.

Social media can be useful for every part of your business.

It’s not and should not be used solely as a tool for self-promotion. If you do that you’ll be about as popular as a skunk in a broken lift.

In the good old days the only way customers could get in touch with you was by phone or letter. If they were disgruntled they would moan to their friends about your service and products and you’d probably be none the wiser.

But now, they won’t just talk to their friends. Social media has given them an incredibly loud voice so if they’re unhappy about something, it won’t be long before the whole world knows about it.

How to use social media to your advantage

Monitoring social media channels can help practically every part of your business.

People love to talk and if you listen carefully you can learn a lot about their habits, their likes, their dislikes and their needs.

1. Sales

So let’s take a look at how social media can help your sales department.

The ideal time to sell to someone is when they’re ready to buy. But that’s not easy. Say you were a local electrical retailer and were looking to push a new line of washing machines. Monitoring social media channels will help you identify people who are asking advice about which washing machine to buy or those who are moaning because theirs has just broken etc.

By responding, making contact and offering advice puts you in the right place at the right time – when they’re ready to buy.

2. Marketing

Can it help with marketing?

Oh yes. Listening to your target market will give you an idea of whether what you’re saying and what they think are aligned. Do your marketing materials answer the questions they raise? Are you speaking the same language as them?

Many companies have the odd idea that they have to speak in a language all of their own. Their words have to sound impressive and convoluted – they think that’s what their customers will be impressed by.

Wrong. Customers want straight talking. If you’re a window cleaner call yourself that rather than a vision technician.

3. Customer service

As for customer service, that one speaks for itself.  I’ve already mentioned how useful social media is for disgruntled customers so make sure you’re listening. If someone has received bad service, make contact straight away and put it right.

This rapid response shows you as a company that cares about its customers. So you could turn a bad situation to your advantage.

4. Development

You’ve probably got your R&D boffins locked away somewhere trying to come up with ways to improve your products.

But surely it’s your customers you should be listening to?

Social media channels will let you eaves drop on their conversations about what they would really like your products to do. You can even ask them directly to do a bit of customer research.

5. Human resources

Yes, social media can even help your HR department.

How?

Well social media users have profiles showing their skills and experience. You can search for specific talent that your company needs. You can even see what connections they have. Head hunting has never been so easy.

So as you can see, social media can help practically every aspect of your business. These online channels are a direct link between you and your customers so use them.

Sally Ormond – freelance copywriter, blogger and social media addict.

One of the most vital aspects for any individual or company looking to boost their profile is getting involved with social media. Since starting out as a freelance copywriter I’ve embraced social media channels to ‘get my name out there’, offer advice and drive business my way.

But if you’re a newbie, where so you start?

There is a social media language that many find impenetrable – what do you do? Should you Tweet, Facebook, go with LinkedIn? Once you have set your profiles and accounts up, what then?

Well to help you get started I found this great post on socialmediaexaminer.com on How to Create Your Personal Social Media Brand which features a video interview with Mari Smith, author of Facebook Marketing: An Hour a Day. Mari talks how to create yourself as a brand and how to monetize your personality on social media.

By watching the video you’ll learn how to build your own brand equity with social media plus some amazing tips for both the self-employed and people who work for large companies.

Here are some of the things you’ll learn in this video:

• Why you need to carve out your position and brand equity
• How to start branding yourself on social media if you don’t have any brand equity online
• Why you need to use your name on social media
• How to brand yourself on your Facebook business page
• How Mari brands herself and what she does to craft the brand she represents

So grab a coffee and take a look – it’s only takes about 6 minutes.

Whether you’re starting out and setting up an online presence or looking to create some new marketing materials, your success will be determined by their content.

Is your message engaging? Does it really give the reader what they want? Does is make them say “Wow, I really need that. How do I buy?”

Because that’s what it comes down to – the words you use have to attract, convince and convert.

I can do that…can’t I?

As well as working with individuals and companies directly, I also work with a number of graphic and web designers. When talking to them we always end up having the same conversation—they often find it hard trying to convince clients of the need for professional copywriting.

Why?

Well their thought process follows this pattern:

I have a limited budget…

I don’t know who to do HTML so I need a web designer…

Design is not in my skill set so I need a graphic designer…

I have no idea where to source great images from so I’ll pay someone else to do that…

Writing? Hey I can write I’ll do that myself.

Big mistake

So what happens next?

Someone in your company gets lumbered with the task of writing your sales copy. Here’s the problem:

• It is unlikely they have experience in writing sales copy
• They take ages to write it because they don’t have the time which holds up the whole project
• The finished copy tends to fall into the category of ‘it’ll do copy’

It is very difficult to write about your own company because you’re too close to it. To write effectively you have to distance yourself from your business and write it from your customers’ point of view. Your readers want to know how your product or service is going to benefit them. So your copy must be written for your customer.

What a copywriter will do for you

When you hire a professional copywriter they will get to know you, your business and your product/service.

They’ll put themselves in your customers’ shoes and create structured copy that addresses their needs, sells the benefits and talks to them directly.

Your website copy will be optimised for the search engines so it will attract targeted traffic. The content will convert those visitors into buying customers. And the copy will tell them what action they need to take to buy your product.

Your brochures will sell not just inform. They will convince the reader your company is the one they should deal with. No longer will they be used as a mat for their coffee cup.

Your case studies will entertain, inform and sell. Your press releases will engage and attract new business. Your email marketing will be opened, read and acted upon.

Does that really sound like a waste of money to you?

Yes we can all write, but creating eye-catching, compelling and powerful sales copy is a difficult skill to master.

So next time you are looking to create a new website or piece of sales copy, don’t try and go it alone. That piece of writing, whatever form it may take, will be the first impression the reader gets of your company – hire a professional and make sure it’s the right impression.

Don’t gamble with your company’s image.