Psst. Come here – did you know there are millions of adverts everywhere you look? They’re on websites, in brochures, newsletters, emails…

Do you want to know how to make yours stand out?

Take a look at what your competitors are doing…and then do something completely different.

I bet if you were to study the adverts in your industry you’d see a common theme running through them. It might be in the copy, it might be in the design, it’s probably in both. The problem is you are all selling similar products and services so if you want yours to be noticed, you have to be different – you have to stand out from the crowd.

When you run a business, it becomes your life. You live and breathe it every day so it’s not surprising that you become blinkered in your marketing approach. Which is why. sometimes, it pays to get an outsider in to write your sales copy for you.

Once people realise that, my phone rings. As a freelance copywriter I can come into your business with a fresh pair of eyes. Whether I have experience in your industry is neither here nor there – in fact, having no experience is often an advantage. An outsider will look at your product or service in a totally different way and bring a fresh, unbiased approach to your sales message that eye-catching.

If your budget doesn’t allow for a copywriter to be brought in, I’ve put together a list of 10 ways you can be individual in your marketing approach:

1. Put a handwritten letter on your advert to make it stand out.
2. If you have well known and respected clients, put their names on your ads (of course, you must get their permission first) as endorsees.
3. Before and after pictures send a strong message.
4. If you’ve had an outside review or feature written about your company, use it in your copy. This will add credibility to your advert.
5. Throw in a free bonus offer.
6. If possible, a famous name endorsing your product will always grab attention.
7. Put your own picture and contact details on your advert. This adds a personal touch.
8. Perhaps consider donating a percentage of profits to charity.
9. Use closed questions in your copy to make them think about your product and what it will do for them.
10. How about a competition. If they can find the 5 spelling mistakes in your add they can enter your free prize draw. This will keep them reading your ad and the longer they read, the more likely they are to become customers.

You don’t have to use all of the above, just one or two will make you stand out from your competitors.

Are you already using these techniques? Do you have one that works particularly well for you? If so why not leave a comment and share it with us?

Creating copy for your marketing materials can take time. Getting your message just right takes thought, skill and a lot of practice.

You marketing materials have to sell for your company without being able to speak. Their copy has to engage the reader instantly but without eye contact.

That’s quite a tall order.

But your marketing materials are not designed to stand the test of time.

A marketing copywriter changes with the times

Do you wear the same type of clothes all the time? Other than changing the way you dress to reflect the seasons, I’m sure you also change according to the latest fashions. You probably also make constant changes to your home, whether that’s redecorating or changing the position of your furniture.

So if you do all that, why don’t you review your marketing message regularly?

Changing times

When you first started out in business you would have spent a lot of time getting to know your market to make sure your message really struck home with your audience.

But market places change constantly. Today people’s priorities have changed; technology has changed so the way you do business may also have to change.

If you continue to blindly send out the same message you’ll begin to lose customers. But if you constantly review your message and keep it fresh, you’ll not only retain clients, but you’ll attract new ones too.

Don’t forget your marketing materials

Keeping your message up to date is one thing. But you must also keep your website, brochures and newsletters fresh. Does their content still reflect what your customers want? Do the benefits still work?

Put your coffee down for a moment and take a look at your website. Read through the copy – does it really give your reader what they want today?

It’s good practice to review your marketing materials every 6 – 12 months (or more regularly if you want). This regular investment will reward you with loyal customers and new customers.

Keep your business growing; don’t get stuck in a vacuum.

Wouldn’t your life be much simpler if you knew exactly who you were writing for?

You’d know their likes and dislikes and could tailor your sales message to be directly relevant to them.

But life’s not meant to be that simple.

Do you remember the Tom Hanks film Forest Gump? There was a great scene in it where Forest is sat on a park bench. He begins to tell anyone who is willing to listen that “Life is like a box of chocolates; you never know what you’re gonna get.”

Well, copywriting is just like that.

Are you a soft centre or a peanut brittle?

Your readers are a bit like Forest’s box of chocolates. They’re all different – they have different needs and different aspirations. But the one thing they have in common is that they’re all covered in chocolate – figuratively speaking. In this case, the chocolate represents the solution they are searching for.

Everyone of your readers has a problem – if they didn’t they wouldn’t be reading your sales copy trying to find a solution to it.

The copywriter has the cure

When I write copy for my clients – whether it’s a newsletter, website copy, direct mail etc., – my main focus is that, no matter who my readers are, they all have a problem they want to solve. Therefore it is my job to create copy that will convince them that my client’s product or service is the solution they’ve been searching for.

It all boils down to knowing how to make the reader buy. How do you do that? You focus on the benefits of what you are selling. Ask yourself “what is this going to do for them?” – will it:

• save them money
• save them time
• make them more successful
• give them the lifestyle they’ve always wanted
• make them high achievers

Don’t fall into the trap of listing the features of the product. If you were selling a pair of football boots and your sales copy told your reader:

• They are made from a unique leather
• Their studs are tipped with titanium
• They come in a vast array of colours
• They are designed to mould to your foot

Your reader will probably say “So what?”, turn the page and start reading about the latest news in the world of celebrity.

But, if your copy told your reader that these amazing, cutting-edge, scientifically designed football boots would guarantee to make them a better football player – that is a benefit that would make them sit up and listen, and grab for their wallet.

Of course, as a copywriter, you must only write about actual benefits. Make sure what you are selling ‘does exactly what it says on the tin’.

So, if you want your copy to be persuasive, get to know your reader and what they are looking for. Make sure your copy focuses on the benefits of the product and that it talks directly to the reader.

Isn’t that a wonderful sight? An out-stretched hand waving a credit card in your direction.

Wouldn’t it be amazing if your copywriting (sales writing) made everyone do that? Products would simply fly off your shelves.

People are more likely to buy from you if they trust you. Therefore your sales writing has to build a relationship with your reader. They must be able to instantly connect with you – and that’s not easy through words. After all, although you may have the vision of your ideal customer in your head,you never really know who is going to be reading your marketing materials.

Writing in the second person (i.e. using you and your) is a great way to start to build that relationship. By talking directly to your reader you begin to build a rapport that leads to trust. It’s a bit like when a politician or a musician looks straight at you when talking or singing – the second person is the written equivalent of eye contact. It makes you believe they are taking directly to you.

But as well as this, another way to make your writing sell is by creating a sense of urgency. By simple rounding off your text with BUT IT NOW!!!!! isn’t really going to do it. But by making them believe they would be missing out on something great, will.

The 8 techniques that will empty your shelves – fast

These simple, but effective, techniques will help you create that all important sense of urgency:

1. Deadlines – order by 3pm on 5th September to qualify for our 75% discount

2. Money back guarantee – this will help build trust as it shows you stand by the quality of your product

3. Free service – this could be something like a free on-site repair service. Again it builds trust.

4. Testimonials – a great way to build trust. But make sure they are qualified. If you can put together case studies that’s even better.

5. Affiliate programmes – if you can this is a real motivator. If a customer can make money out of recommending your service, they will. But make it a limited offer in someway to generate that all important urgency factor.

6. Offer support – a 24 hour telephone or email support package is always welcome and gives a boost to the trust factor. Your customer will gain peace of mind knowing that, should something go wrong, you’ll be there to fix it for them.

7. Free shipping – again, if this is for a limited time only it will make people buy. Especially if you show your usual shipping fees.

8. BOGOF – the good old buy one get one free. If shown as a limited offer it will generate a lot of interest and sales.After all, we all love to get something for nothing.

The beauty of these is that you can use as many as you like within your copywriting. You may even be able to think of a few more – showing stocks are limited, creating a special edition etc. Just use your imagination – think about what would make you buy? In fact, what offers have you seen in the past that have made you buy immediately because you thought you’d miss out?

There is just one thing you must remember when doing something like this though – make sure you have enough stock!

Is there a difference between when writing to a business audience and writing to a (personal) customer audience?

That is a question that frequently causes arguments amongst freelance copywriters – or at least heated discussions.

Before I begin, this is my own opinion on this particular conundrum, and one that has stood me in good stead for all the clients I have worked for over the years.

As far as I’m concerned, B2B (or business to business) copywriting should be treated in exactly the same way as when writing for a B2C (business to customer) audience. I can’t think of any reason why it should be seen as different.

After all a company can’t physically buy anything, it can’t get up and meet you for a coffee and it can’t sit down and sign a contract.

A ‘company’ can’t do those things, but people can. So when you’re writing, you’re not addressing a company, you’re addressing a person – a real, live, human being.

Some believe that because you are writing to people in ‘powerful’ positions (Directors, Managers etc.) your writing should be formal, complex and full of big words. Utter tosh! If anything, your writing should be brief and simple. Just because the people you are writing to are a long way up the corporate ladder, doesn’t mean they want to read ridiculously complex sales patter. Yes, they may be educated but no more nor less than some of your customers.

The one thing these people do have is a lack of time. They are running demanding businesses and are being pulled from pillar to post. The last thing they want to see is a sales letter that requires a super high IQ – or a thesaurus at the very least – to make sense of it.

Writing in plain language is far more likely to get their attention and keep it.

4 golden rules

When you write your next piece of B2B sales copy, you’ll do well to remember the following 4 golden rules. I have followed them ever since starting out as a copywriter and they’ll worked every time.

Are you ready?

1. Be brief

Remember, these are busy people you are writing to. If you want them to read your sales message keep it short. Faced with a single page of strong copy will be more attractive than opening an envelope to reveal a small rain forest. These are busy people, recognise that and write accordingly.

2. They are human

Even though they’ve climbed the corporate ladder, they are still human and will make decision partly for personal reasons, such as generating larger profits will boost their salaries. So, if you can tap into their emotions, there’s more chance of getting them to buy.

3. Benefits, benefits, benefits

You will save time! You will save money! You will reduce staff turnover! You will improve productivity! These are benefits, they are things that will have a direct effect on your audience. This is what they want to know, not what colours your product comes in.

4. Keep in simple

There is no such thing as B2B English, despite some of the sales letters you may have seen. Your best bet is to keep your language and sentence construction simple and steer away from jargon.

There you go, it’s as simple as that. Treat your business customers has human beings – they are real people like you and me.

Copywriting has a lot in common with the fashion industry.

No, really, it has! Come on, give me a chance – let me explain.

We’ve all seen images of fashion models. They strut their stuff up and down the catwalk, pouting and scowling at the assembled press. Most of them are so skinny the latest designer clothes they ‘wear’ are practically falling off them.

So what do you reckon is more attractive? Emaciated models or the 1920s vision of a beautiful woman with curves?

Your website on the runway

Think of your website as a model. If it is skinny and malnourished of great copy Google isn’t going to be able to see it. But, if is more akin with the 1920s vision of beauty, it will be well fed, oozing with great copy that makes the most of your keywords. Google will revel in its curves and snuggle up in its relevant and interesting copy. It will be so in love with your site, it will want to hold it aloft for all to see.

Make sure it has a balanced diet

The content of your website has to be relevant and interesting.

Interesting because it has to attract your readers attention and keep them interested enough to read it.

Relevant so that it when it appears in the search results, it provides the information your reader is looking for. Also, the more relevant it is, the more likely it is to attract links from other websites which will make Google love it even more.

Talk to your reader

When writing your copy, make sure you address the reader directly. There’s nothing worse than reading a website that is all about the company and what it’s achieved and nothing about what that company can do for you (i.e. the reader).

If you have the budget, it’s well worth getting a copywriter in to produce the copy for you. But if that’s not possible just remember to write about the main benefits you offer your customers – after all, that will be all they’ll want to know.

Why you need to know this

Content is one of the key factors in getting good search results. After all if your website has next to no copy on it, how will Google what search results to list you under?

One of tricks of successful copywriting is understanding what your customers want.

You might think that is obvious – it’s what they ask for. Well, it’s not always that straightforward.

There is really only one way you can determine exactly what your customers are looking for and that’s through research.

How to research

As a copywriter, when I’m approached by a new client I try to gather as much information from them as possible. I ask questions – lots of them! – I listen and I make notes. This is the only way I can work out precisely what my clients want.

So why should it be any different for you?

Many businesses, if they have the budget, use a market research agency. They go away and return with loads of data about your customers’ habits, behaviours, likes and dislikes etc. That’s all well and good if you have the budget, but why not do it yourself?

DIY research

First answer this – what do you want to get out of your research?

Once you know that, you can start to produce a list of questions you want to ask. They could be about anything (within reason, remember you actually want your customers to answer them) from what they like about your brand, to what they dislike, what they think of your customer service, any other products/services they’d like to see offered to comments about your pricing, image and business premises.

The next step is to ask your customers. You can do this in a variety of ways depending on the size of your business and time constraints. You could ask them in person, via email or over the phone.

Or, if you send out a monthly newsletter, why not use that to canvass your customers? Set up an online survey (such as the free service offered by www.surveymonkey.com) and offer them entry into a free prize draw to say thank you. This is an excellent way to gather vital intelligence such as:

• What they like about your product or service?
• What they don’t like about it?
• What are the most important features?
• How they use your product?
• Are there any improvements they could suggest?
• Would they buy it again? If not, why not?
• Would they recommend it to a friend?
• Do they have any suggestions to improve your product?

Of course there is another source of information we haven’t talked about yet – your front line staff. These are the people dealing with your customers day in and day out. Through them you can discover information such as what it was that convinced the customers to buy? What was the most common obstacle stopping people from buying?

Why do you need to know this?

Sitting in your office, second-guessing what your customers are thinking won’t get you anywhere. There is only one way you’re going to find out what their opinions are, and that’s by asking them.

Don’t worry that your questions may be seen as an invasion of privacy, most people are thrilled to be asked for their help. It shows you’re a caring business that puts the needs of its customers first.

But remember, if you are going to ask their opinions, listen to their answers and act on them.

Everyone’s using Twitter these days, aren’t they?

Whether you love it or hate it, if you’re not already using it to help your business, you really should think about it.

As a copywriter I have been using Twitter for a while now. It helps to promote my blogs and articles, I can talk about my views and opinions, it helps me to reach clients and pass on hints and tips.

It is also an incredibly useful research tool – not only for customer feedback (and a great way to monitor what people are saying about you), but also for finding out information.

Twitter and marketing

Twitter will kill blogging – apparently - but I don’t see it myself. Twitter is a great micro-blogging tool. It compliments my own blog because it helps grow my readership. The RSS feed from my blogs are fed into my Twitter account so whenever I post something a Tweet goes out to inform my followers.

But Twitter isn’t just about marketing (spammers beware – Tweeters don’t like being bombarded with your constant messages). It is a goldmine of information. If you read something you like, Tweet about it and include the link. If you found it interesting you can bet someone else will.

Follow people in your industry to keep up to date with the current thinking, news and views. Start discussions about topics; it might even generate ideas for future blog posts.

Share, engage, interact

Those three words are the only thing you need to remember when Tweeting. Twitter isn’t about the hard sell – it is about building relationships.

Yes there are numerous sites out there that will tell you how to gain thousands of followers quickly – buy it’s about quality not quantity. What’s the point in having thousands of people follow you if they’re not interested in what you have to say? Hand pick who you want to follow so you can control your audience. If someone follows you and their bio looks interesting, follow them back; engage with them, build a relationship – who knows where it will lead.

Is it possible to gain new clients over Twitter? – yes (I’ve done it, several times). Is it possible to find service providers over Twitter? (yes, done that too).

Twitter is the perfect opportunity to project a human face to your business. Let your followers get to know you – remember share, engage and interact.

Sally Ormond is a freelance copywriter – follower her on Twitter @sallyormond