Entries Tagged 'Suffolk copywriter' ↓

In A Copywriter Gives Power to the Words we looked at the power words that can help convey your message clearly and concisely to your reader.

But there is one very important word that I omitted to mention – “you”.

Why? Well believe it or not, freelance copywriters are actually human beings. We may well be shut away in our offices, sat in front of our computers being creative but we do also have lives and get to go out now and again.

Therefore it is important that copywriters use words to convey their humanness and the best one do that is you.

Writing using those three letters isn’t always easy though. If you have an academic background of any type (we all have) you would have been told time and time again not to address your reader directly.

Well, now you are writing sales material which is completely different and it is obligatory to use “you”, “yours” and “your”.

Everyone wants to be seen as an individual – and who is the person that people find more fascinating than anyone else? Themselves! Therefore always use “you” instead of “I”. So for example, instead of saying:

“Order now and I will send you a free gift”

Say

“Order now and you will receive a free gift.”

If you do have to write about yourself then “I” and “we” are better than your company name as it keeps it more personal and involving.

So remember – you are human, you exist, so talk to your reader conversationally – don’t talk at them from a distance.

Sally Ormond

OK, I’ll admit it. Even though I am a freelance copywriter I do sometimes get rather carried away with my writing. Sometimes, when the ideas are flowing freely I have to remind myself that I am writing sales copy, not the next best seller.

It is very tempting to go overboard – somewhere deep down there is a Pulitzer Prize novelist trying to escape.

So how do I stop myself?

By remembering why I am writing.

Every piece of copywriting is designed to help someone’s problem. They are hurting and they need you to make it better for them – just like our mums did when we were young. Who was it we turned to when we fell over and cut our knee?

Exactly, good old mum. She was always there with a few kind words, some cotton wool, disinfectant and a kiss. And it was always the kiss that made it better.

So that is all I need to remember to keep my writing on track – I am writing about the mother’s kiss they want to take their pain away.

But what happens when the reader doesn’t realise they have a pain anymore? Can writing about the solution to a problem they don’t realise they have work?

Absolutely.

We are all guilty of burying our heads in the sand at times. So I just have to remind them, loudly, about the problem they have – do they have enough life insurance? What will happen to their family when they are gone? Is there sufficient insurance to clear the mortgage, pay the university fees, cover the monthly bills etc?

It can at times feel like you are wielding a sledge hammer, but if that’s what it takes, do it.

As a UK Freelance Copywriter, Sally Ormond (Briar Copywriting) can provide you with a range of UK copywriting services.

Voted As One of The Top 100 Freelance Blogs

Fantastic news! Freelance Copywriters Blog has been voted by oDesk as one of the top 100 freelance blogs
and in the top 4 freelance copywriting and marketing blogs:

Freelance Copywriters Blog Freelance copywriter Sally Ormond’s tips for freelancing, such as these “10 Tips for Dynamite Copy,” are exceptionally helpful for contract writers and marketers alike.

Thank you so much – and keep this blog bookmarked, there are plenty more hints and tips on their way.

Sally Ormond is a UK Freelance Copywriter offering a range of  Copywriting Services to businesses and individuals.

11011450 – incoming letter, 3d render

When working with clients, I like to get up close and personal.

Not in that way!

By that I mean I like to be part of the whole process. I want to understand what they are doing, why they are doing it that way, who they are targeting and why. Only by having access to that type of information can our relationship be truly effective.

Think for a moment – picture a scenario in which you run a busy kitchen. Business is booming and you need to bring in a new chef. On Thursday evening he arrives all ready to work. But rather than discuss with you how the kitchen works, what is on the menu etc., he goes off and does his own thing – the result? CHAOS.

In the freelance copywriting world your ingredients for a successful direct marketing campaign are:

A great list

A fantastic offer

Superbly crafted copy

Now if you come to the party without having any input into the first two requirements, the likelihood of the campaign being successful is low.

If the list is wrong, old or a bit dusty you probably won’t be targeting the right people so the campaign will fail.

If the marketing department of your client put the offer together in a rush or without really thinking through what is important, the campaign will fail.

If you write the greatest copy ever seen but the list is wrong or the offer is poor, the campaign will fail.

So what it comes down to is this, no matter how great your copywriting, if you don’t have input into all aspects of the campaign, you are running the risk of it going Pete Tong.

To maximise your chances of success – get access to the list, work with the marketing team to ensure the offer is top notch, write fabulous copy and finally stick around and find out what happens.

If the return is not as expect, find out why. Work with your client, review the whole process and find the weak link. Direct mail campaigns are not guaranteed and there can be a lot of factors that will affect the outcome (your target audience, your tone, the time the campaign was sent out, how it was sent out, what your client was looking to achieve…)

Clients remember – a freelance copywriter should always be seen as an extension to your team not an optional extra. Use their knowledge and experience to give your campaign the best possible chance for success.

Follow this link for more details on Briar Copywriting ‘s UK copywriting services

Last night I gave a talk on copywriting and the 5 Simple Steps to Sensational Marketing to my local WIRE networking group in Bury St Edmunds.

During the talk I mentioned how important it is to get your website optimised and the content written so that it not only attracts traffic to your site, but keeps them there and sells to them. Believe me, that’s no mean feat but it is possible with well written and powerful website copy.

It is becoming more and more apparent that Google is taking over from the Yellow Pages, the Phonebook and local papers. Soon everyone will be searching for what they need through Google so it is vital that your website content is effective, powerful and persuasive.

Take a look at your website now – does it talk to your customer? Is it easy to read? Is there plenty of white space, headings and keywords?

Now would be a great time to revise your copy – if you are unsure of what needs doing call in a website copywriter. The investment will be well worth it because a well written site (SEO’d to the max) will get you great Google rankings and plenty of extra business.

That can’t be bad.

.