Entries from February 2012 ↓

Why did you hire your copywriter?

It’s a fairly safe bet that your answer includes one or two of these reasons:

• You needed someone with experience
• You needed an expert in their field
• You don’t have time to do it yourself
• You don’t have the right skill set to create effective copy
• You wanted to make sure your copy worked

Basically, what it comes down to is that you’re serious about making your business a success and the best way to do that is to surround yourself with experts who can make it happen for you.

What does your copywriter do?

Have you ever asked that question?

Not many people (other than copywriters) understand what it takes to create amazing copy. So, what happens after you’ve briefed them?

Well, they will spend a lot of time getting to know:

• You
• Your company
• Your style
• Your products/services
• Your target market and their needs
• Your brand

Then they’ll research your competitors and what’s happening in your market. If necessary, they’ll make suggestions about how to tweak your original brief to ensure optimum results.

Once all the background has been done, they’ll use their experience and expertise to create your copy, using tried and tested techniques to get the most out of the words.

They’ll  go to great pains to make sure the writing is firmly focused on the reader, providing them with everything they need to counter any objection they may have and to reach a buying decision.

The writing will then be shaped and laid out for optimum effect.

I’m sure you’ll agree that’s a lot of value.

The first draft arrives

You receive your first draft and, in light of all that I’ve said above, why oh why do you turn round and say…

“Oh, I think it would be better like this…”

…and promptly make changes to the layout, wording and, worse of all, fill it with ‘we’ and ‘me’?

Granted, there may be a few things that need amending, but you hired a professional writer because they understand how copy works, and how to use it to convince your readers to buy.

To illustrate this point, let’s say you were about to have some plastic surgery done. After your consultation, during which time your surgeon outlines the procedure that will take place and how the surgery will be performed, would you say…

“Actually, don’t you think it would be better if you did…?”

No, you wouldn’t because they are an expert in their field and you trust their judgement.

Finding the right copywriter for you

Make sure you do your homework first.

Rather than leaving your search for a copywriter until the eleventh hour, plan ahead and look around.

Have a search through Google and see who you can find; ask for referrals from trusted local businesses.

Make a short list of people you think you could work with, and then phone them for a chat. If you get on, invite them in for a meeting so you talk over your project face to face. Ask for samples of their work – and don’t be put off if they don’t have anything to show identical to what you need. They don’t need to be experts in your industry – that’s your job. Their job is to create copy that sells.

As you are going to be working closely together it’s essential you ‘click’.

As for their fee – let’s put it this way, if they’ll do all that you ask for the price of a tea bag, you’re looking in the wrong place.

Good copywriting isn’t cheap, but it is an investment that will continue to work for your business for as long as it’s ‘out there’.

As with everything in life, you get what you pay for.

So, when you next need expert copywriting help make sure you find the right person for you and trust them – they know what they’re doing.

Everyone is going social these days.

We’re all tweeting, posting status updates, digging, stumbling – you name it.

The only problem is keeping on top of all the social networks you use.

How are you managing yours?

Are you getting the most out of them all?

The problem with social media

Managing my networks is a problem and I’ve long searched for the perfect solution for me.

In my quest I came across this post on SocialMediaExaminer.com that looks at 3 new apps to help you manage your social networks.

They take a look at:

• Alternion – ideal for managing your accounts on various networks across the internet
• LiveGO – great for keeping up with several accounts on Twitter, Facebook pages and your email
• Netvibes – a simple way to monitor brand mentions or specific topics all in one place

Go and take a look – one of them could be just what you’re looking for.

Keeping up with the social media revolution is difficult.

It seems as though no sooner have you got your head round one platform, another one appears.

I’m still finding Google+ a bit of an enigma – if you’re in the same boat, take a few minutes out of your day to check out the post on SocialMediaExaminer (link below).

In it, there is an interview with Chris Brogan who shares how Google+ can help small businesses and tells all about the strategies he uses to get business leads.

During the video you’ll discover:

• Why Google+ changes everything
• How to get your content indexed quickly
• Discover Chris Brogan’s Google+ strategy
• How Human Business Works uses Google+ to get business leads
• Why you should share personal stories on Google+
• How to show potential clients who you are
• What content strategy to use on Google+
• How businesses can use Google+ Circles for both outbound marketing and lead generation
• When to choose Google+ privacy settings
• How Chris uses Twitter differently than Google+

Ready to learn more?

Discover how Small Businesses Can Thrive With Google+

Writing copy might sound easy, but it’s a lot harder than you would think.

I’m sure, at some point, rather than using a copywriter you’ve sat down to write a piece of marketing copy for your business.

Distancing yourself from your business to write something that’s focused on your reader isn’t easy.

How to you make sure it flows?

How do you keep it clear and uncluttered?

7 Ways to keep you copywriting uncluttered

These 7 tips (for copywriters and non-copywriters) will help your writing flow and keep it crystal clear.

1. Focus

Don’t try to complicate your copy by addressing more than one idea. Keep your writing focused on one main aspect to keep it clean and uncluttered.

2. Clarity

It’s very tempting to start using great long words in an attempt to make yourself look highly educated.

Don’t.

The best copy uses simple, plain language that is accessible to everyone.

3. Plan

Always work out what you want to say before you start writing.

Your writing should follow a structure with a beginning, middle and end – just like you were taught at school.

By creating a plan, your writing will flow and follow a logical structure.

4. Layout

The layout can be as important as the content. Use it to clarify meaning by using headings and sub headings to signpost information. Bulleted lists and bold type can be used to highlight key points and benefits.

5. Be familiar

If you are writing about something complex, try to link it to something in everyday life that your reader will understand – using similes in this way can help make complex ideas simple.

6. Don’t be clever

It’s very tempting to add in a pun or two, but remember not everyone is going to find it funny. As a rule, it’s best to keep humour out of your copywriting.

7. Start with the most important

The most important part of your copy are the benefits, so make sure you get them in first in your heading and first paragraph. The rest of your copy should back them up with features and a strong call to action.

By following these simple ideas your copy will flow and get your message across clearly. Give it a try and then come back and tell us how you got on.

Let’s clear one thing up straight away, yes, I am a copywriter and of course I’m going to say you need someone like me to write your website copy for you.

But, as you read on, I hope you’ll begin to understand exactly why it’s essential you use a website copywriter to get the most out of your online marketing strategy.

OK, so you’ve just spent a small fortune on your website’s design. It looks really cool, but it’s full of Lorem Ipsum so you now have to start thinking about content. Your web designer is champing at the bit to push your site live, but you’re dragging your feet because you have no idea what to write.

That’s when the suggestion is made…”why don’t you hire a professional copywriter to create your text for you?”

So, to explore the possibility you start getting quotes and then nearly fall of your chair when they start talking in the thousands of pounds (by the way, this fictional website is quite big).

Finally, you decide the only thing for it is to go it alone and get one of your office juniors to write it for you. The problem is they have no experience in writing for the web.

When your website is finally published, absolutely nothing happens – next to no traffic, no leads, nada, zero, zilch.

Why you need a website copywriter

Once you’ve paid for your new website, why let it go to waste by filling it with sub-standard copy?

Good copywriting doesn’t come cheap, but because you will be paying for a professional writer’s experience and expertise, it will be worth it.

You will save yourself a lot of time and a lot of frustration because the copy will actually work.

Why?

Simply because a copywriter will be able to produce copy that is:

• Written from a unique perspective (i.e. they can distance themselves from your company and put themselves in your customers’ shoes to make sure it offers the information they want to know)
• Written for your customers
• Benefits driven rather than all about your achievements as a company
• Visible to the search engines
• Compelling and persuades the reader to take action
• Designed to sell not inform
• Professional and reflective of your business and your brand
• Simple and unambiguous

Above all, it will provide you with a great return on investment because it will draw targeted traffic to your website and convert those visitors into sales.

If you’re expecting to pay a few pounds per page, forget it.

Good copywriters have been honing their craft for years. They know what works and what doesn’t work. They understand how search works and how to get the most from a page of copy. They have invested a lot in the knowledge they possess.

If you want to portray an image of professionalism online make sure you hire the best people – designers, photographers and copywriters.

It’s your image at stake – think about it.