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As a copywriter a lot of  my time is spent educating potential clients of the value of what I do. Many 'get' what a copywriter does and the value that they bring, but some simply come to me because they were told by a colleague they needed a copywriter without really understanding why, or the difference a professonal writer will bring to their project. Hiring in outside hellp will obviously mean you get great copy, but it also means your marketing materials will 'speak' to your reader because a copywriter can be objective; they look at your company from the outside so they get the same perspective as your customers. So what? Well it means they will write about the benefits of your products and services, not the features. The other day I came across a job advert for a ...

Fantastic, benefits heavy copywriting is great, but it is better when coupled with a powerful call to action. And yet, you'd be amazed at how many people completely forget to add one. For hours, they slave over their copy, analysing every word until it is as strong as possible only to forget the call to action. The result? The reader is convinced by your copy, is ready to buy, but then reaches the end and wanders off - all because you didn't tell them what to do next. If you don't have a call to action, your conversion rate will take a nose dive. Many would argue that you should give your customers some credit and they'll know what you want them to do. Well, if that was the case, why is your conversion rate so low? And besides, what ...

Have you ever had someone turn round to you and exclude you from a conversation with the missive - "It's OK, you wouldn't understand."? OK, there would be occasions where it is quite possible you wouldn't have a clue what they were talking about, but that doesn't make their assumption any less irritating. After all, surely it's their job to explain the topic clearly and in such a way that anyone could understand it. It's a bit like copywriting - everyone can write, but writing persuasively and clearly isn't something everyone finds easy. That doesn't mean to say they can't, it just means they are not practiced in doing it, which is why many companies hire in the expertise of a copywriter. The value of a copywriter What's the difference between a copywriter and ...

Q: Should you be using social media? A: Yes. Q: Should you be selling through social media? A: Yes. Q: Should you be connecting and engaging with your customers/audience through social media? A: Yes. Yes, social media is a great way to connect, engage with your customers, find new clients and promote your business. But many businesses fall at the first hurdle because they use it solely as a promotional tool. By constantly tweeting or updating fans about your latest promotions, news, what you're up to and a few more promotions, you'll lose followers hand over fist. Why? Because you'll come across as being 'spammy'.   Social media as a marketing tool   Through social media you can encourage people to sign up to your newsletters, promote your eBooks and give-aways and encourage them to visit your website. But if that's all you do, people will get fed ...

For those of you who are still not convinced about having your business on Facebook, take a look at a few of these stats that show the levels of engagement with customers you could be enjoying: Worldwide, 175 million people log onto Facebook every day 66% of comments on company pages are from consumers (34% are from other businesses) 35% of consumer comments on company Facebook pages are compliments 8% of consumer comments on company Facebook pages are complaints 17% of company responses to consumer comments call consumers by name 15% of company responses to consumer comments invite further conversation 89% of consumer replies on company Facebook pages go unanswered Stats from Socially Awkward Media Having a business page on Facebook makes sense as it's where your customers hang out. So, if you want to engage with them, you've got ...

Regular newsletters are a great way to keep in touch with your customers and add value to your relationship. They can be used to convey information, opinions, top tips and offers. But generating a regular stream of information can seem daunting and is one of the major factors that puts businesses off using this valuable sales tool. But it doesn't have to be daunting, all you need is: A great template that looks professional An easy way to generate a constant stream of valuable content Is there really an easy way to produce a continuous stream of content? Keeping your ideas flowing The creation process follows 5 simple steps: Choose 3 topics for the main body of your newsletter (or as many as you wish) If your design has a side bar, find about 3 regular topics to fill it (e.g. recent testimonials, ...

You have a website, so you've got this Internet marketing malarkey nailed - right? Well, that depends on your traffic. You do get traffic, right? How many leads do you get through your website every week? At a recent networking event I was deep in conversation with a business owner about websites. I asked how his was working for him, how many leads it generated from his traffic. This was his response: "No, I don't have an ecommerce website so that doesn't apply to me. My website is there because a business is expected to have one. I means, it's not as if a business like mine will sell through a website, that's simply not possible." That kind of attitude to online marketing will mean that he'll probably never sell through his website. And the fact that it's not ...

When SEO (search engine optimised) copywriting is done well, it will boost your search rankings, attract targeted traffic to your website and convert those visitors into sales. Done badly, it could harm your rankings, keep people away and it won't sell anything. So how do you make sure you get it right? 5 signs of good SEO copwriting 1. Written for your reader When people think of SEO copy, they instantly start stuffing keywords into places they really shouldn't go. This is probably because they've heard the term 'keyword density'. If you have heard of it, forget it NOW. It's a complete myth. If you want copy that helps your rankings and attracts customers (and makes them buy), it needs to be written naturally and for the reader. Concentrate on selling the benefits, writing in ...

In an ideal world, when selling to your customers, the process would go something this this: You – This stereo is the latest thing onth market. It blows its competition out of the water. Every house in the UK will own one soon so make sure you’re the innovator in your street and buy yours today. Prospect – Fantastic, I’ll have one! The problem is, life just isn't like that. No one can be sold to that easily (well, very few people). Normally, you'll experience something more like  this: You - This stereo is the latest thing onth market. It blows its competition out of the water. Every house in the UK will own one soon so make sure you’re the innovator in your street and buy yours today. Prospect – It’s quite expensive. You – But it’s the latest technology. Prospect – Hmmm, not sure I really need all those features. You – But it’s cutting-edge. Prospect – ...

You already know about the benefits of using Google Analytics to track your website's performace (even if the recent cookies legislation will result in incomplete data), but have you considered using it to track the effectiveness of your social media activities?   The Analytics tool is a great way to track the performance of your SEO strategy. Your dashboard offers numerous stats that can be used to enhance the performance of your site and its content:                     So, if it can do that for your website, what can it do for your social media usage?   Take a walk on the social side As you start to make more use of social media in your marketing strategies, the need to track and monitor your activity increases. Well, you'll be pleased to hear that the clever bods over at Google have found a way ...

You're probably aware of what a QR Code is. If not, they are those curious boxes, filled with black and white squares that are popping up all over the place these days. Basically, you scan them with the QR Code reader on your smart-phone and they'll either direct you to a website, voucher, sign-up box etc. But before you think you must have one, think carefully about how your customers will use it. In fact, are your customers tech savvy enough to know how to use one? If you suddenly use them as a way of accessing special offers, or as a way to sign up to your newsletter, will you be limiting your market reach? I'm not suggesting that you shun them completely, just make sure whatever they offer is available through other means too. So, before ...

Search engine optimisation usually makes you think of things like: SEO copywriting Keywords Title tags Headings and subheadings These are all very important when it comes to boosting your website's SEO, but there's a lot more that also has to happen 'behind the scenes'. What is off screen SEO? There are 3 main elements that make up off screen SEO. Let's look at each in turn to see how they can affect your SEO effectiveness. 1. Website Your website shouldn't just look nice, although that will obviously help draw people to it. It is essential you choose your web designer carefully. Make sure they understand SEO - and I mean really understand it. If you're unsure, ask to see some examples of good websites they've put together that are achieveing great things in the SEO arena. The structure of your website is key when it ...

This post first appeared on my other blog, freelancecopywritersblog.com, but I also wanted to share it with you here. It’s amazing where inspiration can strike for blog posts. This one came about after a visit to the opticians. I dread going mainly because I have a tendency to faint but on this occasion not only did I not faint, I also came away with a blog post. Whilst I was sat in the big black chair, breathing deeply and praying that I didn’t pass out, my optician was making conversation and asked what I did. After explaining I was a freelance copywriter and worked with computers most of the day (hence the need for an eye check) he told me about a proofreading blunder he’d read about. Earlier this year a story appeared in the Daily ...

When you think about PR, do you instantly picture overly-made-up women in expensive designer suits air kissing whilst handing out expensive glossy magazines? Or, perhaps it's the excessively expensive inches in newspapers and trade magazines that first springs to mind. Well, to be honest, PR isn't really about either of those and it doesn't have to break the bank. In truth, PR doesn't even have to cost you a penny. Want to know more? It's who you know PR doesn't have to be expensive and it can even be free. All you need to do is to get to know people and build a few relationships. Dealing with the press first, in your industry there is bound to be a magazine or two that you can get in touch with. Chat with the editors, offer an article or two for their publication or ...

Nothing stays the same, especially Google. As an internet marketer, you'll understand the need for keeping up to date with the latest techniques and news if you are to keep your website in the eye line of your customers. Google changes it's search algorithms, not to be difficult, but to improve the quailty of its search results. Here's what Google said about the latests change: “The “Panda” algorithm change has improved rankings for a large number of high-quality websites, so most of you reading have nothing to be concerned about. However, for the sites that may have been affected by Panda we wanted to provide additional guidance on how Google searches for high-quality site. Think about… Would you trust the information presented in this article? Is this article written by an expert or enthusiast who knows the topic well, or is it shallower in nature? Does the site have ...

Let's get one thing straight from the off - social media is not an advertising channel. Too many businesses set up their accounts and then start running them like online adverts, bombarding their followers and fans with a constant stream of hard core marketing messages. If you do that... People will get seriously hacked off with you very quickly You'll be unfollowed rapidly You won't be adding value The main point about social media is engagement - you must listen to others, ask questions, join in with the conversation and add value. Social engagement If you want great results from your social media activities you must be willing to put in time and effort. If you sit back and wait for people to come to you, you'll waiting an awfully long time. Here are a few things you can do to help you get the most out ...

A newsletter is a great way to keep in touch with your customers and add value to your relationship with them. But what on earth do you put in them? How do you keep your subscribers engaged? Here are a few pointers: 1. Timely Tying your newsletter content in with topical events is always a great way to get your new to resonate with your readers. Make sure your content is relevant to the audience you are writing for, your industry and what's happening around you. 2. Problem solving Every issue should offer some sort of help and advice. 'How to' articles, top tips and general advice will add value to your relationship with your readers. Because you are not using your newsletter as a pure sales tool, your readers are far more likely to remain subscribed if they know you will continue to provide them with valuable information ...

One of your most powerful marketing tools are testimonials. They show your credibility, level of service and boost that all important trust factor that's needed to make someone buy from you. The problem it, usually, when you ask for a testimonial, you end up with a rather wishy-washy "thank you, we were happy with the service you gave", which tells the reader absolutely nothing. So, how do you make sure you get what you need? How to get a great testimonial The only way to get the information you want, is to ask specific questions. Tell your client that their feedback is important to help you and your company improve its products and service. Oh, and don't forget to let them know that what they say will be used as a testimonial on your website and other marketing materials. Here are a few ideas about ...

Guest blogging for someone else is a great way to boost your exposure and that of your business. But how do you go about it? Well, here are a few tips how not to go about it. How not to be accepted as a guest blogger Falling at first base What follows is a list of ways you will kill your chances of being accepted as a guest blogger: Send a spam pitch - don't 'blanket' email, send a personal approach and show them you've studied their blog and readership Get the name wrong - if you call them, or their blog, by an incorrect name your email will be deleted Waffle - the blog owner is a busy person so don't waffle; get to the point No research - if you send an idea for an insurance blog post to a social media expert, you'll be deleted Soft soap - forget flattery, they know how great they are, offer ...

Why should you blog? Well, it boosts your online exposure, positions you as an expert in your field and can drive traffic to your website as part of your search engine optimisation strategy. All you need is a blog, some ideas and a bit of time. It sounds easy, doesn't it? The problem is there are still many people out there getting it wrong. To make sure you don't, here are some of the most common mistakes made by bloggers: 1. Who is your audience? If your blog is to be successful, you must know who your audience is and what they want to know. This blog is about copywriting, marketing and social media because that is the type of thing my audience are interested in. If I suddenly started writing about organic fruit, my readers would get pretty fed up and head off to a blog that told them what they wanted to ...

When you think about testimonials, you probably immediately think of having to email clients to ask them very nicely if they wouldn't mind saying a few nice words about you and the service you provided them. But testimonials can come in all shapes and forms, especially with the explosion of social media. I was interested to read a recent post on one of my favourite blogs, SocialMediaExaminer.com, about making the most of your Twitter testimonials. Granted, with only 140 characters to play with, you're not going to get a detailed testimonial, but this is more about utilising any 'good press' you get to the max. For example, what would you usually do if you received tweets like these?           Obviously, you would send out a thank you tweet, but then what? Often, tweets like these are sent out quickly in a moment of enthusiasm for a ...

Content marketing - it's what makes the internet go round. Everyone knows that, as an online marketer, you have to 'own' as much of the web as possible to make sure your customers find you online. And that generally means a lot of blogging and article marketing. But because you are reliant on your SEO to get found, an alarming number of people out there are still writing for the search engines rather than their living and breathing human audience. To illustrate my point, here's a short question and answer exercise: So there you have it - you dabble in article marketing and content generation to get more people to visit your website. If it's people you're after, why are you still writing for the search engines? Stuffing your article with keywords may (you ...

Email marketing isn't one of those things you can dabble in when the fancy takes  you and then forget about it. Keeping in touch with your customers is essential, which is why your email marketing activities (what ever form they take) must be regular. Newsletters, email offers and updates are all great and add value to your customer relationships - but think how much better it would be if your customers received emails  that reflected their relationship with you. Matching marketing and relationships A timely targeted email will give a boost to your blossoming relationships. Depending on which stage you are at in your relationship with your customer, your emails can be designed to nurture them and provide help and assistance when they need it. So for example you could use these stages: 1. Welcome Just a simple email ...

Have you always been led to believe that SEO copywriting is a complex beast that only a few 'chosen ones' can master? Well, it's not that difficult so long as you remember one important thing, it's still web copy, so it should be written primarily for your reader and not the search engines. Yup, that's right, your reader should be help aloft on a pedestal because they are far more important than the likes of Google. Really? Yes, really - it is your reader who will buy from you, not Google. Granted, you have to get Google to like you a bit to make sure you appear in the appropriate search results, but good SEO copy won't do that alone. To make that happen it has to be combined with good web design, link building and making sure your keywords appear ...

What is your brand? A simple enough question, but one that leaves many people scratching their head. If you think you know, write it down as simply as possible and put it to one side. After reading this post take another look at it and see how close you were. What is your brand? When you started out, you probably spent a lot of time thinking about your brand. For many people, that meant sitting with a graphic designer to come up with a really cool logo. Once you had that, you probably visited your web designer who put together a fab website with loads of cool gizmos on it - and that was it; your business was launched. So, is that right? You have a logo, therefore you have a brand? It's not really that straightforward because branding isn't just about your logo - its about: Colour Graphics Images Words Design Perception It's about you What are your values? Taking a step back, do you ...

If you run a business, marketing is a necessary evil. For larger organisations, their dedicated marketing department will take care of everything for them, leaving the boss to concentrate on the more important things such as lunches, golf days and seeing how many tickets to the major sporting events he can get his hands on. What happens when you work alone? Like many entrepreneurs you have to do everything. You have to be the Operations Director, Financial Director, Marketing Director, Office Junior and tea boy/girl. It is highly unlikely that you'll be an expert in all these areas, so how do you cope? Marketing madness Promoting your business can take on a number of forms, such as: Brochures Website Emails and newsletters Case studies Press releases Blogs and articles Direct marketing But do you really understand each of these fully? Your marketing materials are vital for the survival of ...

When using social media within your marketing strategy, should you automate it? That question usually divides opinion. There are those that think it's fine to automate and schedule a stream of updates so they always have a presence on Twitter. But there are those that believe that social medis should be social and an activity you take part in real time. As for me, I don't think it should be automated - well, at least not all of it. Understanding social media Social media is about being social, so if you don't really like people, it's not for you. To be effective you must listen, engage and chat. When the opportunity arises, you can offer help and advice or join in with a debate. But if you automate everything,  you can't do that. That's not to say you can't automate at all. As a ...

If you automatically answer to the question - why do you have a website? - is... Because everyone else has got one ...you could be in trouble. Yes, being in business today means you are expected to have a website, but that shouldn't be the only reason for its existence. Your website must have a purpose; one that will be of benefit to you and to your customers. The benefits for you Being on the web with an effective website (that means one that actually works rather than one that just looks nice) means you can: Save time because it should provide the answers to most of your customers' questions therefore freeing up staff Be a source of information 24/7 Be optimised so people can find you online Use it to publicise your latest news and events Show off your products and service to one and all sell online That's just off the top of my head - your website should make ...

You've spent a long time on your new corporate brochure. I bet you're really pleased with it, aren't you? It's glossy cover makes you want to pick it up and flick through its crisp pages. Will your readers feel the same way, or did you give into temptation? The dark side of the corporate brochure When compiling the content for your new brochure, did you give in to temptation? If you did, your content probably looks something like this: It's all about you and how great you are It's full of your opinions You talk about your future plans In which case, the only person who will find it interesting is you. Although some of what you say is probably quite valuable, your readers aren't interested in what you think about yourself and your company's performance, they want to know how you are going to ...

When you employ email marketing as part of your overall marketing strategy, you are bound to experience some level of churn (the number of subscribers lost over a period of time). Your churn can come from a number of reasons: Unsubscribers who are bored of your emails Those who no longer require the information you send Those clearing out their inbox and you just happen to me on their 'cut' list Emails bouncing back Spam complaints It's a fact of life and all businesses will experience it to some degree. You'll never escape from it completely, but you can take steps to reduce it. 1. Trust and honesty The strongest relationships are built on trust and honesty. So, when someone signs up for your emails, make sure you tell them what they will receive and when - and stick to it. If you ...