Boost Your Sales with Customer Reviews

July 3, 2008 | Leave a Comment

People might be ignoring overtly salesy marketing, but they still listen to each other. One of the most persuasive voices for selling your products can be your customers themselves. Whether you’re selling eBooks, renting skips or promoting your expertise, reviews and testimonials can enhance your credibility and build trust with hesitant buyers.

Reviews ’social proof’ your products

Web savvy consumers now search for reviews as well as the products themselves. As Dean Rieck coined on Copyblogger, people look for the ’social proof’ of a product or service. This is the wisdom of crowds in action where people search for feedback from previous happy customers before feeling confident enough to click ‘buy’.

If they don’t find the social proof on your site then a quick ‘Google’ on your product or company name will often do the trick. You can’t just bury your head in the sand if you’re selling a shoddy service.

Criticism can boost your credibility

So should you risk criticism appearing on your own website? In a recent E-consultancy article they suggested that a few negatives amongst the positives can actually enhance your credibility. People will think they’re getting objective advice, rather than being fed a corporate exercise in censorship.

Most reviews are believed to be complimentary anyway.

In a Bazaarvoice survey they found that 87% of reviews are positive. As Bazaarvoice CEO Brett Hurt commented, “This debunks a major myth about word of mouth and should encourage companies and chief marketing officers to be more comfortable with ‘letting go’ and inviting consumers to talk about their experiences.”

Inventing reviews is risky

Currently less than 30% of online retailers use customer reviews. So sharing feedback is an opportunity to differentiate yourself.

Just don’t try writing them yourself:

  • The backlash from customers who feel cheated could discredit you for life, or force you to change your company name to avoid reprisals in the future
  • Jo Public doesn’t worry about putting commas in the right place or writing in the active voice. However, he does write in an everyday, colloquial manner that gives his words a ring of authenticity. Trying to duplicate this can be tricky, no matter how talented a scribe you are
  • Better Business Blogging alerted me to new EU law banning ‘buzz marketing’ and the use of faked campaigns to get people talking about you. This means making up your own customer reviews will be illegal in Europe (although how strictly the law can/will be enforced is another matter)

So whilst your competitors fret about letting people write on their websites, let your customers talk about your products to boost trust, credibility and sales.

Posted by Matt Ambrose | Filed Under Blog, Marketing 

Tips for Writing in Clear, Plain English

June 18, 2008 | 4 Comments

Stuck for Words

The first aim of copywriting is to communicate clearly and concisely. You’re not going to persuade people to buy if they don’t understand what it is you’re trying to sell. Considering how important the clarity of your words are, it’s surprising how many badly written websites there are cluttering up the web.

Perhaps it’s because people think writing is easy. Why pay a professional to do something you were taught at school right?

But as every writer knows, writing isn’t easy. Transferring ideas from your head to paper (or screen) can take sweat, tears and a lot of caffeine.

And writing clearly isn’t just about communication. Concise copy is a marketing advantage if you’re able to spell out your arguments more quickly, more clearly and more often than your competitors.

Recently I was asked for advice on improving a property investment website’s content. After running a readability test on Word I showed them in cold hard figures why their copy needed translating into plain English if they wanted to convert more visitors into clients.*

For anybody else struggling to push their Flesch Reading Ease score above 50%, here are my tips for writing in clear, plain English:

  1. Aim for an average sentence length of 15-20 words
  2. Vary between long and short sentences to help the flow and to make your points punchy
  3. Assign one idea per sentence, and add another point if it’s closely related
  4. Write in the active voice to keep your sentences lively, with verbs before the object
  5. Write for the reader rather than for yourself. Write to inform and answer their questions, rather than to show off your vocabulary
  6. Whilst your trusty thesaurus might have helped you sound clever at college, plain English writing doesn’t reward you for using words you don’t understand
  7. Imagine you’re talking to the reader, and use the shortened versions of words used in everyday language
  8. Avoid slang unless you’re trying to get down with the kids. In which case you’re probably trying too hard already
  9. People like writing that speaks to them as humans rather than dictates. So use ‘I’, ‘we’ and ‘you’ to keep your writing friendly
  10. Don’t use technical jargon and gobbledygook unless they’re terms your target reader will be familiar with
  11. Use positive, inspiring language that will motivate your readers. Say how your product ‘will’ solve their problem and how you ‘can’ save them lots of money
  12. Avoid negative words, such as ‘can’t', ‘don’t’ and ‘won’t’.
  13. Start sentences using connectors to split long ones in two, such as ‘but’, ’so’ and ‘because’
  14. Wield an axe and chop out unnecessary words. Brevity is the basis of clear writing
  15. Use subheadings, bullet points and summaries to aid skim readers
  16. When you’ve finished, read it out loud. Does it sound natural? If not, refer to points 1-15.

* To check the readability stats of a Word file - go to tools → options → spelling and grammar tab → tick the ‘Show readability stats’ box.

After running a spell check you can then see the number of passive sentences, Flesch Reading Ease score (aim is 60% for plain English) and the Flesch-Kincaid Grade Level (a score of 7 equates to a reading age of 12, which is desirable for clear readability).

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

10 Landing Page Copywriting Tips to Push Readers All the Way to the Checkout

May 30, 2008 | 2 Comments

31185

Now, whilst I might stand on my soap box every week preaching on the need to engage prospects with content of value, the fact is that persuasively written landing pages are potent hooks for reeling in sales.

A finely tuned page will catch visitors when they land, push them through your benefits pitch, testimonials and success stories and then park them safely at the checkout till. Landing pages need to keep hold of a reader’s attention, have no distractions and a pitch so convincing that they’ll be falling over themselves to sign up or buy.

Whilst the sales driven approach of a landing page is annoying to web savvy bloggers (there was an interesting discussion on the merits of landing pages in the comments section of an Anywired post, which erupted into some minor mudslinging), the fact is that they can be enticing to those looking for an immediate, well presented solution to their problem.

Now that I’m embarking on joining the ranks of online prospectors seeking to make their fortune from mining niches and selling info products (aka eBooks), I thought it was about time I learnt a few tricks of the trade to help me on my way:

  1. Start by scribbling down all your ideas about the benefits of your proposal, even if it does leave you with a jumbled up mess. Then start carving it down to the core elements until you’re left with a lean, mean landing page freed from excess flab.
  2. Provide a logical argument that states your case clearly: what is the product, how does it benefit the reader, what proof do you have and why should they buy it now.
  3. Follow the normal conventions of short, easily digestible paragraph chunks (five lines max) , bulleted lists and plenty of benefit laden subheadings.
  4. Make the ride entertaining for readers by mesmerising them with your prowess with power words (but don’t go too far and turn into a pushy salesman).
  5. Don’t use hype or you’ll lose trust. Instead your copywriting should be motivating, authentic and engaging.
  6. The short vs long copy debate is too complex for me to even attempt dissecting it here (although longer is known to be better). But for the purposes of a landing page the length should equate to the product’s value, its complexity and what action you want the reader to take. Signing them up for a newsletter will need less arm twisting than selling a twelve part meditation course.
  7. Remove links that might distract readers during your pitch.
  8. Whatever you do - don’t invent testimonials. If/when you get caught out it wont take long for comments in blogs and forums to start sprouting around your Google listing saying what a schmuck you are for lying about your shoddy service.
  9. Always have a call to action link visible no matter where they scroll, because some readers are quicker to persuade than others.
  10. Repeat the juicy parts of your argument at the end.

After you’ve stood back to admire the magnificent landing page you’ve created remember that you’re unlikely to have perfected it on the first sitting.

So test, adjust and test again until you’re happy with the percentage signing on the dotted line on their way out. 5% would be a nice start.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Guest appearance at Freelance Writing Jobs

May 14, 2008 | 3 Comments

This week I’ve guest posted over at Freelance Writing Jobs - The Internet’s #1 Freelance Writer Jobs Board.

The topic won’t be new to regular Crucible readers, but I thought FWJ’s subscribers would appreciate a nudge towards promoting themselves as ‘added value writers’, educating their clients on content marketing and then demanding more money.

FWJ’s Deb Ng has linked regularly to The Copywriter’s Crucible, so I thought I’d return the gesture.

Posted by Matt Ambrose | Filed Under Blog, blogging 

Is Your Copywriting Giving Enough Value?

May 8, 2008 | 6 Comments

In a world cynical of advertising and sales spiel, copywriting has to not only persuade but to build trust. An effective way of doing this is to be able to offer value in exchange for your reader’s time - where value is not giving away coupons, but being entertaining or informative.

People like to do business with those they either like, know or trust. Most will keep their credit card firmly hidden in their wallet if they think they’re being manipulated by clever wordplay and false promises.

Promote your authenticity

Being authentic and genuine would be a good start if you want to persuade people to believe in what you’re trying to sell.

Don’t just tell them why they should use your skip hire firm, but show them. Demonstrate your knowledge and expertise in a way that’s useful to the reader, teaches them something new and helps them make a more informed buying decision. Unless you’ve got something to hide of course, in which case your marketing is already in trouble with platoons of online snipers waiting to take you down in the forums if you’re guilty of false advertising or shoddy products.

Unique selling points are not just how long your washing up liquid lasts, but also the people who supply it. Customer service and having a talented backroom team are also USPs. So sprinkle your copywriting with real life examples of your team’s dedication to a high quality service to give it the sparkle of integrity and authenticity missing from the stuffy, robotic corporate copy of your rivals.

Engage with copywriting that offers value

The benefits of marketing that engages with the shared passions of its audience is gaining exposure all the time [link via Engagement Principles’ analysis]. In a low trust world it stands to reason that it’s those offering content of value who’ll garner relationships, rather than those simply shouting one way messages and stamping their feet demanding attention.

Whilst the cost/benefit analysis of engagement marketing might still be missing a few metrics, the nature of value is that you have to be offering it before you can expect any rewards in return.

People now have mental air-raid shelters to resist being carpet bombed advertising messages, but are happy to welcome in those they like and trust.

So aspire to write copy that offers solid value, whether it’s entertainment or education, because it’s what people will be happy to spend their time reading.

Offering value will also build the trust and confidence needed to persuade people to reward you with their credit card details, without them even realising that they’ve just been sold to.

[This post was inspired by a discussion on the Engaging Brand Podcast about the importance of offering value in modern marketing]

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Marketing 

How to Cope with Criticism of Your Copywriting

April 30, 2008 | 1 Comment

angry

[Picture courtesy of Jonno Witts]

There can be few things as infuriating for a copywriter, or for any creative type for that matter, as having the creation of your sweat and tears criticised by a client. Whilst the temptation is to throw your laptop out of the window or question whether they’ve fully appreciated the intricacy of your words, learning to respond objectively to criticism is one of the key skills a copywriter has to learn.

Writing is a deeply personal process in which you read through the brief, conduct your research and then carefully compose a message carved by your fingers and sculpted by your brain. When you think you’ve understood the benefits, identified the target and then delivered the message with laser guided accuracy, you assume that one run should be enough.

Editing is integral to great copywriting

Moulding a message in a style and form that the client finds attractive can take several attempts. Criticism will always feel like an affront to your ability as a writer, but it can be easier to cope with once you’ve accepted that editing is a natural part of the writing process.

Whilst you might have to go for a quick run to calm down, when you receive criticism of your copy look at it as an opportunity to find out what you can do to get it closer to what the client wants in the next draft.

Once your blood has returned to its normal temperature, respond by thanking the client for their feedback and asking what you need to do to get the copy right. As a writer you can adjust your style and tone at will, and working out how to fashion your message in a style your client will admire is an opportunity to show off your talent.

Tips for nailing copy early on

  • After you’ve conducted your research, send the client a questionnaire to identify their key selling points and what differentiates them from the competition.
  • Ask the client to provide examples of the style of writing they’re looking for, which competitors’ copy do they think hammers home the message and that they would like not only replicated, but improved.
  • Provide drafts of the first sections early on so you know whether you’re on the right track and wont have to rewrite from scratch later on.
  • If you’re asked to provide a slogan or headline, jot down as many ideas as you can and then ask the client to comment on which ones they’d like developed. This narrows you down to a particular pen, rather than an entire field to run around in.
  • Don’t phone and ask for feedback but wait for an email. Criticism is like a knife to the heart, and you don’t want the client to hear your enthusiasm gush from your body when they first stick it in. An email also gives you the opportunity to be able to walk away from your laptop and breath into a paper bag before responding.

Follow these steps, ask plenty of questions and remember to thank the client for their feedback, because making them happy has to come before keeping your creative ego intact.

[This post was inspired by a discussion on responding to criticism on the FreelanceRadio Podcast]

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Want to attract higher paying clients? Offer them some luxuries.

April 23, 2008 | 2 Comments

movies

(Image courtesy Betsssssy)

Last month a group of US investors announced their plans to blow $200 million on a chain of 50 luxury movie theatres. Whilst this might sound mad to anybody in the business world, people always want to be entertained, and when things are grim it’s indulging in the small pleasures in life that can chase away the blues.

What’s more likely to make bank managers spit out their coffee is that the movie theatres will be charging nearly double the entry price of their competition.

Village Roadshow believe there’s 10 million ‘upscale and affluent’ Americans who would be happy to pay $35 for a higher quality of service, which includes padded armchairs with footrests, digital cinema projection, concierge service, valet parking and food that’s a touch more upmarket than buttered popcorn and nachos.

Despite an imminent recession, they’re confident they will be able to attract higher paying clients with luxuries and additional services not provided by the cheaper, functional theatre down the road.

The same principle should apply to marketing your writing services.

To justify higher rates, offer a higher quality service

If you want to break out of the $10 keyword article writing sweatshop of monotonous, unsatisfying work for low wages, then start thinking about how you can market the luxuries your service offers.

This revolves around becoming an value-added copywriter, as frequently discussed by The Copywriter Underground. What can you offer a client beyond the words?

Here are some luxuries you can easily learn about and add to your portfolio of services:

Content marketing - providing a steady stream of useful, informative information to convert browsers into buyers, attract links from other sites and build your client’s credibility as a knowledge leader.

Case studies - is your client providing real life examples of how they’ve helped real life customers solve a problem? Are they mining their customer service history for success stories (now a key differentiater in a world where people trust each other more than a marketing)?

Story telling - developing the business’ identity beyond the ‘About Us’ page. What are their founding ideals and do they differentiate themselves everyday?

eBook/white paper - demonstrating credibility and expertise by providing downloadable useful information. In exchange for helping to solve their problem, readers are more likely to reward a business with their loyalty.

Newsletters - writing a monthly newsletter highlighting recent achievements, new product information and industry news is a great way of keeping people in the sales cycle long after their first visit to the website.

You’re not just a writer - you’re also an internet marketer

Whilst businesses struggle to come to terms with marketing on the internet, you could be their guiding light providing the words and expertise to illuminate a path through the gloom and to greater rewards on the other side.

There are businesses crying out for not only competent writers, but also guidance in how to run cost effective online marketing strategies.

Offer a client a writing service that includes luxuries and benefits beyond what they’ll find elsewhere and they’re more likely to award you their business.

There are plenty out there who want more from you than a bucket of popcorn and being squashed into their seat. They want luxury and are happy to pay for it.

Posted by Matt Ambrose | Filed Under Blog, Content marketing, Copywriting, Marketing 

Why writing copy is like a round of golf

April 9, 2008 | 3 Comments

golf(Photo by mslikk)

Tomorrow I’m driving down to Cornwall for a long weekend and a few rounds of golf, so I thought why not see what parallels can be drawn between crafting copy and knocking a few zingers down the fairway:

Nobody should think they can step out and start competing to an acceptable standard straight away.

You have to study, practice and develop before you can hope to receive any applause at the precision of your concisely worded efforts.

And even then you’re faced with the frustration of striving for a level of perfection that can never be achieved, yet has the illusion of being attainable.

A hole in one, or nailing copy in the first draft, is rare.

Instead you have to concentrate on taking your time, and performing every attempt to the best of your ability.

Whenever you’re stood over the ball, or your fingers hover over the keyboard, you’re waiting for that moment when the clouds clear and inspiration takes over to send the ball, and your words, streaming out in front of you.

Mistakes are made when you rush, or let the stage fright of people witnessing your efforts turn you into stone.

Instead you have to be able to relax, and let your creative alpha waves guide your movements.

The first few strikes are about making as much distance on the task as you can, before preparing for the real challenge around the green.

This is where precision, skill and focus is needed to make sure you’re on target and can complete the task in the best score possible.

Then once you’ve finished it’s off to the club house to celebrate, and to ponder how your round went.

Whilst you can pat yourself on the back for the parts where you nailed it, you always know there are areas where improvements could be made.

But the beauty is that you’re always developing your technique, and with every challenge you’re getting more experienced and skilled.

And the great thing is the camaraderie and support you’ll find from everyone in your vocation willing each other to succeed.

See you on the fairways.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Are Your Customers Happy? Then Tell People Why!

April 2, 2008 | 2 Comments

Shopping!

I had scribbled down half a page of notes about the foolishness of forcing every website to be written in English until I realised what day it was yesterday and swiftly cancelled my order for a Chinese dictionary.

Instead I’m going to focus on why it has never been more important to harness customer service stories when copywriting a website, and why simply writing that ‘you aim to exceed expectations’ isn’t enough.

The adoption of customer relationships management software, which integrates customer data throughout a business, means that marketing departments now have a goldmine of data to be drilled for juicy stories.

Case studies, which tell a story about how a product solved a customers’ problem, are marketing gold. Businesses need to be telling these stories because other people already are.

People are talking about your business all the time, and praise or criticism are not limited to phone calls and emails.

Recently I received a junk message about an internet TV service offering over 1000 channels for little more than the cost of renting a DVD. The offer was tempting enough to persuade me to click through to the site, with my scam radar on full alert.

Whilst their landing page copy managed to maintain my interest it counted for nothing when a quick search unearthed an army of unsatisfied customers shaking their fists because the service didn’t live up to the hype.

A business’ internet marketing copy is no longer limited to their landing page, but also encapsulates responding to the comments people are making about a product online.

If your product doesn’t live up to the marketing hype then it’s not going to stay unexposed for long.

However, providing good customer service and showing how you respond to disgruntled customers has never been more visible to anybody doing the briefest of background checks.

People now search for customer reviews and real life examples of a product’s benefits. A business should therefore be providing a flow of examples of when they’ve come to a customer’s rescue and helped solve their problem.

So the next time you’re asked to provide copywriting for an ‘About Us’ page, suggest they include links to case studies which show when they really have ‘exceeded expectations’ because it’s copy that people will want to read.

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Marketing 

An Apology to My Subscribers

March 28, 2008 | Leave a Comment

Unfortunately my feed appears to have gone haywire since moving domains with error messages, partial feeds, blocks of ten or no feed at all being delivered in the last month.

I think most of the gremlins have been rooted out and exterminated now so hopefully normal service should be resumed soon.

Posted by Matt Ambrose | Filed Under Blog 

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