Want copy for your new website or other piece of marketing collateral? These are some of the questions you’ll be asked as part of the 360-degree consultation you get from us before we can give you a quote. You might also find these questions useful if you plan to do Read more…
As you may know, one of the things I do is train recruiters how to write better job ads. I was invited to run these regular masterclasses by notorious recruiter, Mitch Sullivan. He chose me because I’m a generalist copywriter so would bring delegates a useful perspective from outside the Read more…
Here are 10 ways to improve your LinkedIn profile and obtain better results. Add a header image if yours is showing the default dots and lines (it looks more distinctive and professional when you customise it) You can get copyright-free images on Pexels, Pixabay or Unsplash, free. They don’t even Read more…
That’s not what makes me angry.
What makes me angry is that all the leaflets are so badly written.
Here are some examples.
When times were quiet, I used to admire and even envy people who had a two-page list of things to do. They never reached the end of it. They just kept working on the most important items at the top and didn’t stress about the items at the bottom. Now, my ‘to do’ list is like that. I know what it feels like to be overloaded, and I don’t envy them any more!
Here are some techniques to keep on top of things instead of letting them get on top of you.
Have a look at this noticeboard (as seen in my local supermarket). Which ad jumps out at you most?
You might be interested to find out whether your answer is the same as other people. Here are the results from when I asked this question on Facebook:
- 27 CAP money / green pig (top left)
- 11 Helper
- 3 Yellow (bottom centre)
- 2 Post-its / Looking after / red circle
- 1 Recovery course
This article explores what’s going on here.
Good copy should win you business.
Bad copy will almost certainly help you lose it.
But copywriters are not magicians.
The quality of work you get from your copywriter will depend on the quality of the brief you give them.
The more work you put into preparing a good brief, the sooner you’ll get a result you’re happy with.
Some websites try to tell everybody everything. However, there is no point in doing this, because your website is a step in a process.
Site visitors have done something before they landed there – maybe they clicked on an ad, perhaps they typed your web address from your business card, or they found your site on a Google search.
And you want them to do something after visiting your site, whether that is clicking a ’buy now’ button, phoning to make an appointment, or giving you their email address so you can keep in touch with them.
[As an aside, lead generation is increasingly difficult because all our inboxes are full to overflowing, and so are theirs. So you have to offer a really tempting incentive for someone to relinquish their precious contact details. And make sure it’s GDPR-compliant.]
Your website therefore needs to acknowledge where they are at, and then make their next step really obvious and simple.
You don’t need to tell them every single thing that will happen next. You only need to tell them the one thing they need to know at each point.
Think about it like this.
This is a diagram I often draw in training courses (the photo is me speaking at a Success Matters event in St Albans earlier this month).
The stick figure at the top of my drawing is you.
The stick figure at the bottom is your reader.
You have a message you want to get into the brain of your audience.
The problem is that they already have something in their brain. They are thinking: “What’s In It For Me?”
Chances are that your message includes the words ‘I’, ‘Us,’ We’ or ‘Our’.
But the only words that answer the question in the mind of your reader are the words ‘You’ and ‘Your’.