Posts Tagged ‘copywriter’

Every day we are surrounded by marketing messages. There's no getting away from them; they're on the  TV, in magazines, on the radio, plastered along the sides of buses, taxis, billboards etc. everywhere you look, everywhere you go, someone is trying to sell you something. There lies the problem for marketers: with so many messages out there, how do you get yours to stand out and be noticed? That particular feat comes down to the presentation of your information. As a copywriter, my focus is always on the message, but colour, graphics and layout also play a big part in the way an advert or message is received. Information presentation Here are my top 5 things you can do to make sure your message isn’t ignored. 1. Verb Don’t worry, I’m not about to launch into a grammar lesson. But starting your heading with a verb instead ...

This post originally appeared on our other blog, www.freelancecopywritersblog.com, but we also wanted to share it with you here.   The written word is a powerful tool when used correctly. The effectiveness of all your written marketing communications, whether they are web pages, blog posts, white papers, case studies or brochures, relies entirely on engagement. If they don’t strike a chord with the reader they will have little or no effect. Writing marketing materials within your organisation can often lead to text that is full of jargon, unclear and downright boring, which will reflect the reader’s perception of your company. And that’s not good. Yes, I know what you’re thinking – you’re a copywriter, you’re going to say that aren’t you. Yes I am, and I make no apology for it. And that’s because over the years I’ve seen a lot of marketing materials produced in-house and, pretty much all of it (with ...

Nothing ever stays that same - ain't that the truth? What was billed as the latest 'big thing' a few months back is now suddenly passé as a new kid lands on the block. Or, methods suddenly change that make a complete mockery of what has gone on before. Take SEO copywriting as an example.When it first crashed onto the scene we were told to make sure the search engines could find your content it had to be jam-packed with your keywords. Who cared whether it made sense or not to you or I, that wasn't the point. The content was there to get a website to the top of the search engines, pure and simple. If the end user couldn't understand what was written on it, who cared? You were top of the tree...no.1 ...

Tight copy? Does that mean writing: Nope. Tight copy is a way of writing a clear sales message that's to the point - i.e. no superfluous waffle. If you fill your copy with unnecessary adjectives and go round the houses before getting to the point (i.e. selling the product/service you're writing about), your copy isn't going to be very effective. That's why, before you get started, you need to plan what you're going to write. Consider: What you're selling To whom you're selling Why you're selling it What you want your reader to do Once you have that straight, you can start to write.   Keeping your copy tight As a copywriter I spend most of my time creating tight copy, so here are a few tips to bear in mind before you start writing. 1. Declutter Everyone adds in unnecessary words when they write. But you're unlikely to spot them until you read your copy back ...

The one thing stopping a lot of people offering a guarantee is the though that, if they do, loads of people will use it as a way of getting their money back, which will cost a fortune. True, there may be one or two people that do that, but by offering a guarantee you will be rewarded with far more benefits that if you don't. Advantages of offering a guarantee The prevalance of internet scams has caused people to be very sceptical about online retailers. People buying from High Street shops have the added peace of mind of knowing they can easily return items should things go wrong. But when buying from the internet that isn't the case. Plus, too many internet companies make it very difficult for customers to get in touch with them when things do ...

With  27% of UK adults and 47% of teenagers owning a smartphone (Ofcom), it’s hardly surprising so many companies are looking to the mobile market and tailoring their online marketing accordingly. However, some companies believe that users will simply browse their website through their handset so there’s no need for additional investment in a mobile website. But according to a recent study by  the marketing technology provider Unica (link to PDF), that isn't the case: 33% of companies are already using mobile messaging, applications and websites as part of their marketing strategy 24% plan to use these tactics within 12 months 13% plan to use them in more than the next 12 months 20% had no plans 10% didn’t know Therefore, the need for mobile websites is created because of the way mobile users use their smartphones. Creating powerful mobile website copy As 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 ...

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 – ...

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 ...

This post originally appeared on my other blog freelancecopywritersblog. For any of you considering entering the world of copywriting, it is something you have to read: If you’re thinking about becoming a copywriter, there’s one thing you must get – a very thick skin. Over the years mine has thickened to rival any Rhino – that doesn’t conjure a particularly attractive image, but it is a necessity when you write for a living. I’ve been in business as a freelance copywriter since 2007. I’m pretty good at what I do, in fact I would go so far as to say I’m an expert in my field – that’s why companies from all over the world come to me when they need help with their marketing copy. The process is fairly simple: The client makes contact I ask for a full brief on which to base a quote They say ‘yes please’ I ...

  Yes I know, you’re a start-up business so money’s tight. But, you still need engaging marketing materials and an effective online presence to get things off the ground. More often than not, copywriting is the one thing that gets crossed off your set-up shopping list. Why? Because you think you can do it yourself. Granted, you can write pretty well. But can you write something that makes people think “Yes, that’s exactly what I need”? Going it alone without a copywriter This is a familiar scenario: The task to write your sales copy is passed to someone in your office. They already ...

  In any business relationship, trust is probably the most important factor. After all, if someone doesn’t trust you they’re not going to buy from you. So, when you’re creating your marketing materials, your copy has to convince your readers that you are trustworthy. Before I go on to explain how this can be achieved, I want to look at how you can build trust through blogging. The posts on your blog are very personal to you so your reader instantly connects with you because they feel they know you through your words. This is the exact type of connection your sales writing has to replicate.  The problem is ...

  STOP – LOOK – LISTEN Those three words were probably drilled into you when you were a child. You would also do well to remember them when copywriting. That might seem a strange thing to say but when creating sales and marketing content, many people just dive straight in. That’s because it’s usually one of those jobs that is squeezed in between other projects. And there’s the problem – content creation shouldn’t be seen as one of those jobs you have to fit in now and then. It’s vital for your business from an SEO perspective and for getting your message out to ...

  How to brief effectively The beginning of your relationship with your chosen copywriter is vital. You’ve done your research; you’ve asked the right questions and you’ve found the perfect writer to help you with your project. So what’s next? Your copywriting need could be anything from website copy or brochure content to newsletter content or case studies. Whatever it is one thing remains the same – you must give your writer all the information they need to create your content. I use a detailed pro-forma to extract the information I need. Sometimes my clients are so great they email me immediately with everything I could possible want to know about their company and product or service. Other times I’m only given the barest of instructions. But that’s not enough. What your copywriter needs to ...

  What’s the golden rule when it comes to writing press releases? DO NOT USE THEM TO SELL. A press release is all about providing the reader with news. If you want to place an advert pay for it like everyone else. But because it’s not paid for, your press release has to be top notch if you want to get it published. Every newspaper and magazine editor is looking for genuine news that their readers are going to want to hear about. But it also has to fit the style and tone of their publication. That all sounds like a lot of hard work ...

  Building your freelance copywriting business from scratch isn’t easy. How do you get started? Where do you find your clients? How do you build up a portfolio? They are just a few of the questions that will be flying round your head. I have been a freelance copywriter since 2007 and I am frequently asked those questions by copywriters just starting out. But there is often another one too – Should I write for free? A fledgling freelancer has a problem – potential clients want to see a portfolio of work. But you can only amass a portfolio when you have clients. So how do you get those first clients? Should you write for free? If a newbie was to ask me whether I think they should ...

  Is your website converting? There are loads of websites out there that look great, have loads of content and, sometimes, rank quite well. But they are missing one thing – they aren’t converting. This is a conversation I tend to have with people far too regularly. It goes a bit like this: Client: “My website’s working really well – I get about 500 unique visitors every day” Copywriter: “Great, so what’s your conversion rate?” Client: “My what?” Argh! There you have it – they’ve missed the number one reason for having a website – converting your visitors into paying customers. That’s why I’ve written this post – ...

  Online marketing – love it or hate it, if you’re a business owner you have to get to grips with it. As the vast majority of the population use the internet to search for products and services these days, if you you don’t have an online presence you will be missing out on a massive marketplace. But that doesn’t mean you can just lob any old website into cyber space and people will come running with open wallets. Being online badly can seriously damage your business The first thing to remember when starting out in the online world is that the internet isn’t a static entity. It ...

  If you a business owner today the likelihood is that you dabble in email marketing, or at least have started to think about it. Email has opened up a new and effective way of keeping in touch with your customers quickly and relatively cheaply. You can use the emails to give great information, keep them up to date with industry news as well as new products, services and offers. It only takes a few seconds to communicate with thousands of people. Because email marketing is a hot topic, I have written numerous posts about it, such as: How to build your email marketing list Email marketing – Welcome How to be an email spammer

  Search engine optimisation – love it or hate it, it’s here to stay so you’d better get to grips with it. Before you ask, no I wouldn’t call myself an SEO expert. So why am I writing this post about it? Well, I am a pretty good SEO Copywriter – what makes me so sure? Well my own site is on the front page of Google for the term copywriter which is very competitive (getting on for 7 million search results) as well as several of my other keywords. Plus a number of my clients are also enjoying front page rankings. If you think writing SEO content is ...

The FAQ page is a must for most websites. To give your customers all the information they need about your company, products and services would be impossible without one. Can you imagine how long each page would be if you were to cover every possible question that your customers had? That’s why the humble FAQ page exists. Through this one page you can convey information to your readers quickly. Most websites include one because: They give an extra level of support for your customers They save you time by posting answers to questions your customers would be phoning or email you constantly about They show you care because you are providing your customers with as much assistance as possible To be effective you must make sure the questions and answers ...

  Whether you’ve fallen in love with social media or you’re still being a wall-flower not quite confident enough to dive in and give it a go, it really is a great way to market your business. As more companies begin to get their head round it they are starting to embrace Twitter, Facebook, Google Wave and all the other weird and wonderful platforms out there. Through trial and error they are beginning to work out which applications work best for them and their marketplace. As they begin to engage with people they gather follower and fans but for some, converting those into customers is still ...

  If you are a business owner looking to get into online marketing and, in particular, search engine optimisation, don’t forget to think local. More and more people are searching for local companies through the search engines so it’s never been more important to ensure you have a strong local SEO presence on the web. Many companies concentrate their SEO efforts on fairly generic terms that relate to their products and services but forget about their geographical details. With the advent of increased and improved mobile search, it is vital you stand out in your local area. And the best way to do that is by utilising ...

  As a freelance copywriter, I have used blogging as a way of promoting my business, my knowledge and to help other people out there who need a bit of help when it comes to copywriting, marketing and general social media issues. But if you are coming to blogging without any experience the whole concept can seem quite daunting. Blogging is great if you do it effectively – so what steps can you take to make sure you’re doing it right?   How to be an effective blogger If you want to blog well, blog regularly. It’s a bit like social media – ...

Online marketers are obsessed about search engine optimisation. There’s nothing wrong with that, after all they wouldn’t get anywhere without keywords, backlinks and a decent website structure. But by spending every waking hour worrying about them you could be missing the bigger picture. Google analytics is vital if you want to know what’s going on on your website – where your traffic comes from and the behaviour of your visitors. One of its key stats – even more important than where your visitors come from – is how effective your website is, i.e. its bounce rate. What is bounce rate? The bounce rate shows the percentage of visitors to your website that leave within the first 10 seconds. And that’s not good. If visitors are ...

  The humble case study can be like the AK47 of your marketing armoury. What better way to boost your company’s profile while showing your customers a real life example of exactly what your products can do for them. The most powerful case studies are those that combine an interview with your customer. using quotes from them and their personal insight will add weight and authority. But interviews shouldn’t just be reserved for case studies, copywriter I use them in projects such as newsletters, press releases, internal communications and news items. Often you will find the interview will provide a framework from which the rest ...

  On the one hand you have your reader, on the other the search engine spiders. So who do you concentrate on? All too often, the copy on most websites seems to place the importance on the spiders—big mistake. Their copy is crammed with their keywords because the businesses are fixated on getting to the front page of Google. Will this tactic get you great rankings? Possibly. Will it get you lots and lots of visitors? Maybe. Will it convert all those visitors into sales? Definitely not. Higher rankings, more traffic and greater sales These three things are at the top of most ...

  What is the one vital aspect of copy that is often missed? The call to action. It’s true that copywriting is about building rapport with your readers—you have to get to know them, understand what makes them tick and befriend them. Perhaps that’s why people shy away from actually telling them what to do. But if your copy doesn’t shout “Oi! Get in touch and buy now” (OK perhaps a bit harsh) they’ll just swan off and read someone else’s website, brochure, email or letter. So how do you go about driving your reader towards your call to action? Start softly Good copy ...

  Have you ever written something, thought it was the best thing since sliced bread but then, when you’ve gone back to it after a few months or even years later, cringed at how awful it was? I have. I used to write a lot as a child and had a little notebook I’d write stories in. I found it a few months back – was I glad I’d never shown them to anyone else! Today, I may not be the award winning novelist I’d always hoped to be one day, but I am writing for a living as a freelance copywriter. If there’s one thing I’ve learnt ...