There is a subtle difference between good copywriting and great copywriting:

Good copywriting will:

• get feedback from your audience
• it may educate them therefore adding value
• it may entertain them
• it will hopefully be interesting to them

But great copywriting will:

• SELL

This very point has been made (very eloquently) by Michael Fortin. He mentions there are 3 main factors you need to make your copy sell. They are not new or revolutionary, but fundamental to copywriters everywhere – but sadly, so often forgotten about.

State the benefits

The benefits must be distinguished from the features of your product. The benefits are to do with the personal effect the product will have on your reader. Think about what it will do for them, how it will make their life easier.

Tell them a story

Are you sitting comfortably…

A story is a great way to make your copywriting relevant to your reader. If it is relevant to them, it is easier to relate to. If it is easier to relate to, they are more likely to see the benefits and buy.

Don’t worry if you think that including a story is going to make your sales pitch too long – if it is interesting and relevant, they’ll read it.

Don’t let them think for themselves

The decision to buy tends to be an emotional one which is later justified by logic. So whatever you do, don’t let your reader think for themselves. Spell it out to them – tell them why its a valuable offer. Don’t leave it for them to figure it out for themselves – be clear, be direct and never leave them with any doubts.

You can read Michael’s full article here – it’s a great read.

“What am I doing wrong?”

This is a question that most new business (even some established ones) ask at one time or another.

Nothing seems to be going right. Your latest sales letter bombed, your newsletter isn’t even being opened, and your brochures are just being ignored.

So what do you have to do to get noticed?

It all basically boils down to understanding your audience – they are your customers, if you fail to get to grips with what they want you don’t stand a chance.

Whether you write your own copy or you use a freelance copywriter, if you don’t do your research into what your target market wants, you’ll never know.

Sonia Simone of Copyblogger has written a great post outlining a complete newbie’s guide to marketing which illustrates that you don’t need to spend thousands of pounds on the latest marketing eBook that promises the universe (and probably won’t deliver) – the only thing you need to know is your customer.

Research, research, research (and test, test, test) – no one said marketing was easy. It takes time and understanding – but you’ll get there in the end.

I was reading an article the other day about the fashion industry.

Every day we are subjected to images of super skinny models showing off the latest designer offerings. The clothes just hang off their emaciated bodies as they strut their stuff up and down the catwalk.

Most of them look as though they’d snap if they turned too quickly or stumbled off one of their ridiculously high heeled shoes.

But what’s more attractive? Half-starved models with gaunt, over-made up faces or the 1920s vision of beautiful women with rounded hips, thighs and bellies?

When today’s models turn sideways they disappear; there are no curves or substance to them.

So what has all this got to do with a copywriting and marketing blog?

Well, think of your website as a catwalk model. If it is lean and malnourished of words and content, Google won’t see it. But if it is well fed with keyword rich content that is relevant and interesting, Google will not only see it, it will hold it aloft for all to see.

A substantial website with generous amounts of copywriting is the best way to get your company noticed. Of course, if you fill it with inconsequential nonsense that is of no use to man nor beast, it will just be taking up space.

Your website copywriting should be relevant to your businesses. When writing the copy think sales, think relevance, think about your reader.

If you are writing your own copy, ensure you write it for your reader and not for you. If you are getting a copywriter to write the content for you, make sure you provide a brief that really gets across your product, its benefits and details of your target audience.

Content is one of the key factors for great organic search results – basically the more relevant content you have on your site the better.

Sat on a train on way my home from London yesterday, I was doing what all good writers do – ear-wigging other people’s conversations.

There was one conversation in particular that I just couldn’t help but tune into. There were a couple of stereotypical city suits sat together having a bit of an ego battle. They spent two and a half hours (typical trains as the journey should only have taken one and a half hours) trying to out do each other.

If one had had two pints at lunch time the other had had four; if one had closed a six figure deal the other had closed one that was closer to seven…

This went on and on.

What does all this have to do with websites?

I have already blogged about the importance of using the word “you” in your website copywriting. It is the one word that allows you to connect directly with your reader. And, after all, that is what your website should be about – making a connection.

Sole trader websites and I

At times within your copy, you will need to talk about your business, but how you do that is crucial.

Even if you are a sole trader, when referring to your business use ‘we’ or ‘our’. This has the effect of making your company sound bigger than it is. It generates an image of experience, expertise and stability.

I came across a website the other day that was promoting a one man band. He was a photographer and used the word “I” repeatedly throughout his website copy.

The effect was an Ego Website. That sounds a bit harsh but effectively that’s exactly how it came across:

“I do…”

“I do…”

“My portfolio…”

“I will…”

The mistake he made was that he never addressed what he would do for his clients. The entire site was stating how marvellous he was (and I’m sure he was an excellent photographer). But his readers want to know what he will do for them, what makes him different? There was no attempt to build rapport with them.

You can still make your site personal even when it is written in the third person. You can create a connection between you and your reader which will grow into a trusting relationship.

If you fill your website with “I” it will come across as though you have an ego the size of your website – probably larger.

Website copywriting is absolutely crucial. At the end of the day people visiting your website will only want to know what you are going to do for them. Ignore that and you’ll be waving goodbye to loads of business and sending it to your competitors who understand what their clients want.

No, this isn’t going to be a huge sales pitch for a new fitness video – I am not joining the ranks of the ‘not so famous’ individuals who’ve jumped on that band wagon.

A copywriter‘s diet is more to do with their writing skills.

Writing any copy, regardless of what it is for, can be an excrutiating experience. Writers’ block, blank page syndrome, call it what you want, but we’ve all experienced the inability to place words on paper.

The easiest way (in my experience) to get over this hurdle is to write. And I mean write anything. The action of putting words on paper (or screen) normally gets the creativity flowing again. Of course that does mean that the first draft is rather poor – but that is where great editing comes in.

Your client is never going to see your first draft so it doesn’t matter what it looks like. Writing in this way will open the flood gates and what you’ll be left with is something relevant, tight and powerful.

How you edit is crucial and I’m sure I’m not the only freelance copywriter out there who gets very attached to words and phrases. But editing is vital and has to be ruthless.

Michelle Russell wrote an excellent post on copyblogger tackling this very issue. She offers some brilliant tips on how to edit your writing to create a more toned version. Read the post here and give your writing skills a workout.