Entries from January 2014 ↓

It’s a side of business no one wants to talk about.

But the truth is, at some point during your business career you will experience a relationship breakdown with a client.

It is probably one of the hardest things to deal with whether you’re a freelancer or a small business owner. Apart from the fact it means you’re not going to be paid (at least in full), it also hurts because you always want to do your best for your customers and it can come as a slap in the face when, even though you have, they (or you) decide to walk away.

Why things go wrong

Before I go on, this is written from a freelancer’s point of view (because that’s what I am). Although most of the scenarios are written from a copywriter’s perspective (again, because that’s what I am), they can relate to any service provider (they are also fiction, but good illustrations of why things can go pear shaped).

1. Bad brief

In an ideal world, you would go out and meet every new client. During this meeting you will be able to suss them out and come away with a detailed brief.

Of course, it’s not an ideal world and that can’t always happen.

Getting as much detail as possible from a client is essential, but also not always that easy. Some clients believe that as you are a copywriter they can just say ‘I want 3 web pages written’ and it will magically appear.

Don’t be afraid to ask loads of questions, you have to if you are to get a full and clear picture of what they and their customers are looking for.

A bad brief is a disaster waiting to happen. At best it will lead to umpteen rounds of revisions, at worst it will lead to a breakdown in your relationship with your client, or rather soon to be ex-client.

2. Indecisiveness

This usually relates to the client not really knowing what they want.

Someone has probably told them they need a copywriter, but they’re not sure why.

They won’t really know what style they want, what sort of layout, or what the main benefits of their product/service are.

This can only spell disaster. The only solution is to speak with them at length, ask a lot of questions and then make suggestions. It is also a good idea to ask for examples of any particular styles of writing they like. After all, it’s much easier to emulate a style if you can actually see it.

3. Too many cooks

One of the first questions I always ask is what is the review process?

If only one person is to sign it off, who just happens to be the person giving the brief, you can breathe a sigh of relief. But if it is someone else, or worse, a whole gaggle of managers, you could be in trouble.

It’s very unlikely they will all have the same view on content and style, so be prepared for multiple revisions.

Getting a meeting with all the decision makers at the outset is probably a pipe dream, but if you can make it happen, do – getting some ground rules on style from the start will pay dividends later. It’s also your opportunity to let them know how you work and what you expect of them, especially when there are deadlines to hit.

4. Fixed ideas

Now and then you’ll come across someone who knows exactly what they want.

Fantastic! I hear you cry.

You would have thought so, but this can also be bad news.

What happens when their fixed ideas won’t work? They’ve called you in because you are the expert in copy, but when you tell them how their content should be written (i.e. benefits led, second person, informal, engaging etc.) they shout you down and tell you “that won’t work, I want it like this…”

The problem is, what they want won’t work in a month of Sunday’s.

The choice here is to persevere, do what they want and risk ruining your reputation, or walking away due to irreconcilable differences.

The main tip I can give you when taking on new clients is to trust your instincts. Take it from someone who knows. Thankfully, since starting out as a freelance copywriter about 6 years ago, I’ve only had to walk away twice. But if I’d listened to the little voice in my head, I would never have taken on either client in the first place.

I probably agreed because I didn’t have a lot on at the time and had the capacity, but something told me it was a bad idea, and stupidly, I ignored the voice because I knew best.

Well these days that little voice gets the final say.

Your instincts will tell you if the job is right for you or not. It will probably take a little while to distinguish between the good and the not so good, but when you can it will save you a lot of hassle.

Author: Sally Ormond

The British are odd folk (I can say that because I am British) – some would say reserved, which perhaps accounts for our reluctance to get stuck in to social media.

There are oodles of guides out there that tell us what we should be doing, but much of the wisdom comes from across the pond, relating to American audiences.

But what about the UK?

“The British Book of Social Media Marketing” by Gemma Thompson addresses the need we Brits have for a straight talking, comprehensive guide as to what on earth we’re supposed to do on social media.

Written specifically for the British market, Gemma explores the various social media platforms, but not in a ‘this is what’s available, get on with it’ attitude, but rather a ‘come with me and I’ll help you find the right solution you need for your business.’ It’s a breath of fresh air.

It makes you stop and think about:

• What it is you want to get from social media
• How to place your customer at the centre of everything you do
• Branding
• Scheduling
• Understanding your social media goals
• How to measure your effectiveness
• Building your audience and engaging with them

All from a very British perspective.

It’s a great reference tool that you can dip in and out of as and when you try new social networks.

An inspired touch is the downloadable workbook. By having action points throughout the book, you are actively learning and building your own social media strategy as you read.

Offering a mixture of professional marketing tips with practical information gives this book the edge. It doesn’t dictate which platforms you should be using, but rather explains the pros and cons of each and who uses them so you can identify which will be most beneficial to your business.

If you are a British newbie to social media and need a guide to tell you what’s what, the differences between the platforms, how to use them and – possibly more importantly – how to avoid the common pitfalls, this is the book you need.

The British Book of Social Media Marketing is available as a Kindle on Amazon (the link takes you to the Amazon page).

It’s well known that your copywriting should be full of benefits if it’s going to be successful.

But it also needs to do something else.

The triggers that make people buy tend happen within their subconscious, so that’s where your copy has to hit them.

Bear with me this makes sense.

There are 3 main aspects to selling to the subconscious that can easily be weaved into your copy.

1. Social proof

Someone is more likely to buy a product if someone they know, respect or admire uses it.

How many shoes, bags or items of clothing have you bought because your favourite actor or singer has been seen wearing/carrying them?

How many bottles of aftershave or perfume have you bought because of a celebrity endorsement?

The reason why you dash out and spend your hard earned cash is because you trust their judgement.

Trust is a huge factor in the buying process. You can promote trust in your products by using case studies, testimonials (especially video testimonials) and endorsements. Even displaying the logos of some of your clients will have a subconscious effect – “if they’re good enough to work for BT, they’re good enough for me.”

2. Scarcity

There’s nothing more motivating than knowing something is in scarce supply, or that an offer is available for a limited period only.

No one wants to think they’re missing out on something.

3. Sensory language

Using words that stimulate the senses will have people falling over themselves to buy from you.

Think carefully about the words you’re using to describe a product; can it be said in a more sensory way, using words that will tease the senses into action. Images are also great for this, especially those that depict a look, life style or image the reader wants to emulate.

These 3 factors will enhance your copywriting measurably.

Think carefully about every word and phrase you use – would it make you buy? If not, think of something that ‘speaks’ to your senses.

Author: Sally Ormond