Ask any copywriter what one of the most important aspects of their job is and they’ll probably mention focusing on your reader.

It is the reader have to convince that the product you are writing about is the one they have been waiting for. Understanding them is vital if your writing is going to succeed. If you writing is to persuasive you must use a convincing tone of voice and the right choice of words in punchy sentences.

So before you begin, clear your mind. Forget about your rumbling stomach, the night out or what you’ll be cooking for dinner – there is only one this that should be in your mind when you’re planning your writing… YOUR READER

Every word you commit to paper must mean something to your reader. I’ll illustrate my point with a fishing analogy – if your line of words is taut, your fish (the reader) will stay hooked, let it go slack and they’ll swim off.

Are you sitting comfortably?

Sticking with the fishing analogy, your first sentence or heading is vital because it is the hook that will grab your reader and hold on to them.

Your reader is only going to be interested in your product if they think there is something in it for them. It has to provide a direct benefit to them that is irresistible. If you can get this in your copy at the start it will hook them and reel them in to the main sales message.

This whole post is about focusing on your reader so it makes sense that your writing addresses them directly. What better way to focus on them?

Treat your writing like a conversation. Imagine they are sitting opposite you as you write. How would you talk to them? This conversational writing will engage them and keep their interest – after all you are telling them directly how your product will help them.

Why am I telling you this?

If you don’t grab their attention and engage them you’ll run the risk of losing the. They’ll focus away from your message and on to one of your competitor’s.

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Article marketing is an excellent way to promote your business and elevate yourself to expert status within your field. With that comes trust and increased sales – but it doesn’t happen over night.

As it is one of the cheapest ways to market yourself, it seems mad that so many businesses shy away from it.

Getting started

The hardest part of article writing is getting started. How do you come up with ideas? When you have the idea, how do you start the article?

If it’s any comfort, once you’re over those hurdles you’ll get a great feeling when you’ve finished it.

One reason many people put forwards as an excuse not to write articles is that they don’t think their writing is good enough. But remember, it’s only an article – you’re not trying to bag yourself a huge advance for the next best selling novel series.

Don’t put so much pressure on yourself – no one is perfect.  Yes, I hate to admit it, but I am not perfect – pretty damn close though.

Discipline

However much you hate that word, discipline is important if you are serious about article writing and marketing as part of your marketing. Without it, nothing will get done or written. Having discipline causes any writer, especially those who write articles for the internet, to think clearly so the focus is on the output and not on the ego. Basically it helps you leave the creative writer at home so the business writer can focus clearly on  the subject and how they want their reader to react to the article.

Discipline helps to:

• Maintain focus
• Break a topic down – smaller subject chunks are easier to get your head round
• Let go – don’t force your writing, natural writing is easier to read
• Write – ignore distractions
• Stop you editing as you go along– your first draft is the place to let your ideas flow. Editing comes at the end of the process.
• Make you read and review the article
• Relax – leave the article for a while after writing it for at least a day, it’s best reviewed with fresh eyes

Discipline will help you make article marketing a regular and effective part of your online marketing strategy. Whether it is for a company blog or publishing on article sites, working on best practice will help your confidence and sales.

Sally Ormond – freelance copywriter

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Before I get going let me get something off my chest…

KEEP YOUR COPYWRITING SIMPLE!

That’s better. If there’s one thing I hate to see it is web copy, or any kind of sales copy for that matter, that is littered with jargon. Why???

Sales writing must be accessible to everyone who reads it so please don’t cram it with jargon or long winded words and sentences.

There are no prizes for the longest word

I’m sure I’m not alone when I recount the number of times I have sat down to read what I thought was going to be an informative article, sales brochure or website only to be bored to tears. The sad thing is I probably didn’t even get past the first few sentences.

As a copywriter, the most important thing to remember is that you don’t want your reader to know what a great writer you are.

Confused?

Well it’s true – to be able to pull off that oxymoron you have to be a good writer, but that’s no reason to shout about it. I know the creative within you will be desperate to break free, take over your fingers, and create something incredibly flamboyant and arty. Don’t let it.

Your writing is a vase in which you show off your client’s flowers. Your readers want to be able to smell and appreciate those fine blooms without being distracted by the vase.

Keeping it simple

As a writer it can be very tempting to slip in your own personality into your writing. But when creating a sales masterpiece for your clients you can’t afford to.

To help you supress your creativity, here are three things to remember before putting your fingers to keyboard:

• Ditch any arty similes and metaphors that come to mind – concentrate on telling the reader what it is, what it does and why it will benefit them.
• Ditch the jargon – only use it if it’s absolutely necessary but keep it to a minimum. If possible, leave it out completely.
• Be short and concise.

The final thing I want to mention us keep your writing simple and conversational. If you manage that you’ll effortlessly build rapport with your reader.

Your sales copy has to act like a friendly arm around the shoulder; someone they can trust. If you can achieve that your sales copy will sell.

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Being a copywriter my work has to inspire, entertain and inform my readers. It has to help them make the right buying decision, which, of course, means coming to the conclusion that that product or service I happen to be writing aboutis the one they want.

But there is a saying coined by yours truly that shows this isn’t quite as easy as it sounds:

‘It is a truth universally acknowledged, that a reader in possession of a sales letter, will be in close proximity of a rubbish bin’

OK, so I may not have come up with that one totally on my own – I had a bit of help from Jane Austin. But it is very true – people don’t like sales letters. They turn up on your door step unannounced trying to sell you something you don’t want (I like to think that you may not  think you need it…yet). It is an invasion of their privacy so there is only place for them to got – in the rubbish to be recycled into something more useful.

How to make your sales letter un-recyclable

I agree that, technically, a sales letter is going to be recyclable however well it’s written. But hopefully this post will delay the inevitable until your letter has been read and, preferably, been acted upon.

If your letter is unsolicited it is unlikely to be read.

The potential success of your letter is determined before it has been written – it’s all in the planning. You do plan, don’t you?

Don’t panic! I have a plan

The planning of your letter is vital. You’d be amazed at how many people think it’s OK to skip this step.

Cast your mind back to your school days if you can – remember that teacher (you know the one, brown suit and socks with sandals) who always told you to plan your essays, well he was right. Remember how, when you took his advice, you grades began to rise? Well, if you plan out your sales letters your sales results will also start to rise. There’s nothing worse than receiving a letter that’s all over the place – no planning means no focus. And no focus means wishy-washy nothingness.

This list of pointers will help you plan your letters.

• Who am I writing to? – your target market/ideal reader this will determin the voice you use
• What do I want to say? – focus on your reader’s needs not yours so clearly state the benefits as they will see them
• How much space do I have? – if there is a set word limit make sure you know what it is
• How do I want to come across? – what’s your tone to be? Friendly, approachable, authoritative…
• What’s my deadline? – this is vital!
• What do I want to achieve? – what is the objective of your sales letter?
  

There is a good reason why the last point is in bold – because it’s flaming important!!!!

You must know what is to be achieved by your letter if you are going to make it happen. Do you want it to change your readers’ minds about something? Do you want them to buy something, book an appointment, sign up for a newsletter…

Why am I telling you this?

For the simple reason if I don’t you could end up spending a small fortune on your sales letter campaigns in return for absolutlet nothing.

These simple tips will help  you get your plan in place. Make sure you:

• Find our who your audience is
• Tell them the benefits of your product
• Tell them what you want them to do next

Before you whinge that you haven’t got time to plan – just think about what diving in unprepared might do. It could turn  your unopened letter into a paper cup!

Of course there is one way that you can save yourself the time it takes to plan and execute a brilliant sales letter – hire a copywriter!

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It doesn’t really matter how many people see or read your website, if it doesn’t inspire or compel them to buy it’s no good.

I’m sure you’ve experienced landing on a sales page just to think “interesting…” and then moved on to something else.

‘Interesting’ doesn’t get you sales. Your website copy and your approach has to be proactive to encourage people part with their hard earned cash.

7 tips to help you convince people to buy from you

1. Make your copy like a conversation

Don’t talk at your readers, talk to them. Imagine they are in front of you as you write and you’re having a conversation with them. Use words such as “you” and “your” to build a relationship with them.

2. Use online forums

Participating in online forums is a great way to promote yourself and increase your credibility as an expert in your field. Fill out your profile (gaining those all important back links) and try to visit the forums as often as possible. You can even contribute articles – giving free advice helps build trust.

3. Make your call to action clear

If your web page doesn’t have a clear call to action that tells your reader precisely what you want them to do, it’s not good. Tell them to “buy now”, “subscribe to your newsletter”, “call to make an appointment” etc.

4. Focus on your reader

Your reader is only interested in one thing – themselves. Therefore you must focus your website copy on what they want. If they can’t see what’s in it for them, they won’t be interested.

5. Keep it simple

The only thing on your website that will sell to your reader is your words. Graphics and pictures look pretty but they won’t sell a sausage.

6. Create your own copy

By all means study your competitors website copywriting but don’t be tempted to copy their style and content. Try something different – stand out from the crowd. Be an individual, show your own style.

7. Update regularly

Your readers will get bored if they are constantly faced with the same old website copy. Keeping your content fresh and up to date will keep it relevant.

So there you do – if you follow these 7 tips you’ll increase the number of sales you get through your website.

Sally Ormond – freelance copywriter

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You may have spent hours putting together a pretty advert which is very informative. Great – I’m sure you’re very pleased with it, which you should be assuming you weren’t hoping to make any money from it.

But I have a feeling the main reason for going to all that trouble was to make money so you may have a problem. You’ve just blown your marketing budget on a nice piece of paper that won’t sell.

The copywriting (or sales writing) on your advert is there to perform 2 functions – it tells your reader what your product is but it must also be persuasive enough to make them buy it. Not always an easy combination to achieve.

I’ve been a freelance copywriter for a while now so I have put together 7 tips to help you make your adverts more persuasive.

1. Including a picture of yourself will add a personal touch.

2. If you have any famous or well-known clients, mention them (it will increase the want factor).

3. If your product’s passed any tests (safety, quality control etc.) write about it.

4. Include testimonials from happy clients.

5. If you’ve had articles written about your product make reference to them in your advert.

6. Make sure your website looks professional – its quality will have an effect on their opinion of your product.

7. If you offer a money back guarantee, tell them – it will show your commitment to them and increase your credibility in their eyes.

Your advert is there for one purpose only – to make your reader want your product and then convince them they need it. When you’ve achieved that the sale’s in the bag.

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The writing of articles and article marketing is one of the best and fastest ways to market your business. As a copywriter it is something I have been doing for sometime to great effect.

Don’t believe me? OK then, I’ll prove it. I have put together 7 ways you can benefit from articles. Are you ready?

1) Articles quickly position you as an expert in your field

By writing articles you’ll be setting yourself apart from your competition. You’ll never have to grab a chair, climb on it and yell "listen to me, I’m an expert!" Your articles do that for you.

2) Articles are an army of 24/7 salespeople

Once your articles are published on the internet you’ll have a 24 hour, 7 day a week, 365 day a year international sales team working specifically for you. Not bad eh?

3) One article can have many uses

In other words, leverage. One article can be used as a free report, a newsletter feature, it can become part of an online e-course, part of a book, etc. The possibilities are endless.

4) Articles spread the word about your business and your services

Online articles have a very long shelf life. They can be picked up by anyone at anytime and anywhere.

5) Marketing articles is simple, easy and inexpensive

It costs you nothing to write an article (apart from your time). It also costs you nothing to have it listed on article directories.

6) Articles can help you build a mailing list

Once you have a few articles out there, people will click through to your site and sign up for your newsletter building a mailing list worth its weight in gold which can be used over and over again.

7) Articles let you stay in touch with clients and sell more products

On average it takes 7 contact for a new prospect to be ready to become a client. Articles let you to stay in touch with prospects and provide them with quality information.

I could go on – article writing and marketing really is a fantastic and cost effective way to your business. What are you waiting for? Give it a go.

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All  freelance copywriters understand what is required to get their readers to do what they want. It isn’t some dark mystical secret but rather the skill of getting inside their heads to understand what makes them tick.

Psychology is a big part of the copywriting process.

The real key to effective copywriting is understanding how your reader feels, what they are looking for in life and what problems they are looking for solutions to.

It might sound daunting, but it is easily achieved. The first step is to put yourself in the shoes of your reader – why would they want the product you are selling? What will they get out of it? What problem could they have that would be solved by it?

Don’t guess because you’ll get it horribly wrong – you need to some research. You’ll know people from all walks of life, many of whom could be prospective buyers. Have a chat with them; ask them their opinion on the product.

- What would make them buy?
- Why they would buy?
- What they would hope to achieve from buying it?

This new insight will help you understand why they would buy so you now need to incorporate into your copy some psychological triggers that will encourage them to get out their credit cards:

1. People love surprises – tell them they’ll get a surprise free bonus when ordering.
2. People want an easier life – make ordering easy and give easy product instructions.
3. People like security – tell them you provide a secure ordering process and privacy policy.
4. People like compliments – praise them for considering your product.
5. People are curious about how it will affect their lifestyle – use ‘Secret’ and ‘Confidential’ to pick their curiosity.
6. People like to invest in their future – use the words ‘invest in your product’ rather than ‘buy’.
7. People like to have the newest or latest things –use words like ‘new’, ‘just released’.
8. People want their problems solved – tell them what problems they have and how your product will solve them.

For most people, buying is an emotional action rather than a rational one. Using these triggers will make them want to buy your product. And if you can make them want it, they’ll soon persuade themselves they need it.

The result?

Happy customers.

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The world is becoming more and more virtual every day. As a website copywriter it is my job to help you to create an engaging website that’s interesting, relevant and converts visitors into customers – no pressure then!

You might think your website already satisfies these criteria, but it is worth reading on just to check.

I’m sure you’ve come across many a website that has been unreadable. I’m not just talking about dodgy copy that has been over stuffed with keywords, or bad translations of foreign sites. What I’m getting at is those sites that are literally unreadable because of the layout and
colours.

I have put together a list of 8 tips to bear in mind when writing your website content. If you already have a site, once you’ve read this list go back to it and see if you have fallen foul of any of them.

Make it easy to read

Here I’m referring to the look of the text (the way it is written is an entirely different subject). Don’t use light coloured text on a white background, for example yellow on white, because it will be unreadable. By the way, the same can also be said for dark text on a dark background.

Get them in the mood

Colour can be used to great effect to create a mood – for example red will create excitement or urgency. But don’t over do it, rainbow text looks very unprofessional.

Attention grabbing

If you want your website to be read make sure you have a strong headline that will grab your readers’ attention and make them want to read on. Use different fonts and colours to make them stand out. 

Highlight important words

Important words can be your keywords and others such as super, fast, free, new etc. They should be highlighted in bold or colour. Be careful if using the underline as a way of highlighting text as this could be confused with a hyperlink. And your reader could get very frustrated
trying to click it. 

Font size

In website copywriting, size is everything. If it’s too small your reader will struggle to read it.

Spare the capitals

DON’T USE ALL CAPS AS IT WILL LOOK UNPROFESSIONAL AND AS THOUGH YOU ARE SHOUTING AT YOUR READER. Not good.

White space

A solid block of text is an instant turn off. Use white space to break it up into paragraphs with sub headings. These will make it much easier for your reader to navigate around your page and find the information that’s important to them.

To highlight your key points (such as your benefits) put them in a bullet point list to make them stand out.

Check and double check

There is nothing worse than a gorgeous looking website full of typos and grammatical errors. Always check and double check before publishing. If possible get someone else to read through it for you. 

This list of 8 tips is a great start to creating an eye catching website.

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Ask any freelance copywriter what is one of the most essential elements in their marketing  armoury, they’ll say your call to action.

Your call to action is undoubtedly one of the most powerful parts of your copywriting.

Let’s assume your copy has been compelling enough to keep your reader engrossed to the very end, you have them in the palm of your hand, they’re ready to buy so you’ll want to make sure your copy ends on a bang not a whimper.

8 crucial desire drivers for your call to action

Your call to action has to convince your reader to take action – it’s your last opportunity to make them buy. To help you achieve this I have put together the following list of 8 desire drivers which will optimise your chances of making that all important sale.

1.    End on a high note – their lives will be so much better if they buy your product – use the most powerful benefit your product has as the example.

2.    End with a warning – this is the opposite of number 1 so tell them what will happen if they don’t use your product.

3.    End with a short review – repeat all the major benefits and features they will receive.

4.    End with a deadline – restrict your product with a limited time offer or closing date to create a sense of urgency.

5.    End with a guarantee – this will add peace of mind.

6.    End with a testimonial – use one or two of your customers’ testimonials but make sure they are believable and contain specific results.

7.    End with a free bonus – this could be a free sample or a trial period.

8.    End with a discounted price – further up in the body of your copy you can show your normal price but offer a discounted price if they order straight away.
These desire drivers are a simple but effective way of achieving a sale. Try them in your marketing copy and see how you get on.

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