As you know, there’s an abundance of horribly written corporate websites out there – with too much back slapping self praise and not enough focus on the customer.

For us copywriters, this presents an opportunity: if you can point out to a company why their website’s copy is ineffective, they might ask you to give it a makeover. Many companies complain about how poor their websites are at generating sales - often weak copy is to blame.

Here are a few classic corporate web copywriting mistakes you might want to point out:

Irrelevant copy that wastes visitors’ time – You know the sort, packed with meaningless marketing clichés – ‘paradigm shift’, ‘modular best of breed solutions’, blah, blah, blah…Copy that’s not focused on the reader is more likely to cause yawns and glazed eyes than people hopping in theirs seats about a product’s benefits.

No structure or call to action – Every page should have an point of what it wants the reader to think or do. Rather than endlessly boast about ‘market leading solutions’, the copy should be creating an image in people’s minds of how a product can solve their problem. As you know, hitting people’s emotional buttons is a time proven way of persuading them to respond to a call to action (which is another key element many corporate web page’s are missing).

Copywriting by committee – In theory, asking people from different areas of a company to contribute to what the website needs to say makes sense. But you then often end up with the website’s copy becoming drowned in track changes and amendments. Yes, getting feedback is important. But it should then be one person’s responsibility to pull all the elements together into a concisely written website page.

Copy pasted from the corporate brochure – People skim read online and have the attention spans of goldfish. So web copy needs to use short sentences, short paragraphs, plenty of subheads, bullet pointed lists and provide succinct, usable summaries. The internet is also a robotic medium. So addressing the reader as ‘you’ and writing copy in an approachable tone can help it sound more human. Ideally, pages should be kept to less than 300 words. You can always use arrows or drill down menus to break up long pages into more digestible chunks.

Hasn’t been split tested – Not sure which headline or call to action works best? Try split testing the page to find out. Google’s Website Optimizer will do the trick.

Too many keywords (or not enough) – SEO is a complicated beast, and has evolved a lot since the days of hidden text and keyword stuffing. But you still need enough words in the right places to make sure Google knows what your page is about. Luckily, there are some great tools out there for finding out whether your copy’s on the right track - SEOBugz is one tool I use regularly.

So, if you’ve got a spare window next week, have a look at corporate websites in your area to see which are making these mistakes to drum up some business.

Any corporate web copywriting mistakes you’d add?

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You often hear about how we’re imminently entering a new era of transparency and authenticity in marketing. Social networking is giving people the power to sidestep and slice through cynical marketing claims; you can’t just drench people in enough messages and hope something will stick.

Based on these two examples, the new era of transparency might not be too far away and has serious implications for the claims you might be occasionally tempted to drop into your copywriting.

‘iPad sucks’ – 644,00 Google hits

Following the success of the iPhone, it’s no wonder people were expecting something special when they heard rumours about Apple’s latest gift to the world of technology. But when the iPad was unveiled many felt Mr Jobs’ use of the words ‘magical’ and ‘revolutionary’ were ill advised.

Within hours a backlash had ensued. The web’s influential army of tech bloggers were up in arms and launched a barrage of critical posts pointing out what, they saw as, the iPad’s ‘backbreaking failures’.

The ‘iPad sucks’ backlash is a lesson to copywriters everywhere on the dangers of hype backfiring when the reality fails to live up to the expectation.

‘Homeopathic overdose’ – 581,000 undiluted search results

UK pharmaceutical chain Boots recently found itself the target of an anti-homeopathy campaign when hundreds of sceptics ‘overdosed’ on homeopathic remedies outside its doors in protest against a range of products they describe as ‘scientifically absurd’.

Whether you believe in homeopathy or not, it’s interesting to note that (according to The Guardian) one pill maker spends more than 16 times (€108m) on marketing than it does on research (€6.5m). A ratio high enough to make any pharmaceutical company blush.

The homeopathic overdose campaign was grown and coordinated by an online community of sceptic blogs and podcasts. It shows how people now have the tools to rebel against, what they view as, misleading marketing claims.

So if you feel tempted to describe a product as ‘magical’, or use a similarly vacuous term, think carefully. Because your customers can now respond (and fill up Google’s search results) with adjectives of their own.

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There are few ways of building customer confidence as quickly and effectively as a well researched and clearly written case study. They have the power to build confidence, credibility and trust by explaining how a business solved a real life problem.

A common mistake (in my opinion) is to write case studies in the self congratulatory, back slapping manner of a press release. This is counterproductive because it hampers its ability to bypass scepticism and deliver a factually based message.

Instead, case studies should focus on delivering a clear, concise explanation on a problem faced, how it was solved and the benefits gained.

Challenge

The case study should open with an overview on the client (their industry, size etc) and the problem faced. Explain why a problem is hurting them, and you could expand to discuss the solutions they tried (without mentioning any competitors).

Solution

In chronological order, go through all the hurdles and how they were cleared e.g. what changes were made to a process to make it more effective.

Don’t worry about explaining every step of the solution in great depth. Just focus on the actual problems and how they were solved.

Dropping in a few juicy quotes from people involved in the project will also give your solution a human voice and ground it in reality.

Benefits

Your conclusion should focus on quantifiable, hard facts and figures on the benefits gained e.g. increased sales, cost savings or extra customers. You can then expand the conclusion to discuss some of the softer benefits e.g. enhanced reputation and development of systems that can be used in future projects.

Closing with a complimentary quote from the customer can be a powerful way of giving your case study third party endorsement and added authenticity.

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Now that I’m living and working from abroad, I’m finding Skype indispensible. But I guess the same is true for most freelance copywriters these days – why spend time travelling to visit clients (and braving the weather) when you can get all the info you need over the phone?

Admittedly, you miss out on getting to know people face to face. But phoning can be a great time saver, with conversations more ‘to the point’ and productive.

Recently, I’ve been working on a number of case studies, which have involved interviewing people in various places. To avoid spending the time slot (and wasting busy people’s time) frantically scribbling down notes, I’ve been using a free MP3 Skype call recorder so I can allow the conversation to flow freely knowing I can play them back at leisure to pick out any juicy facts I’d otherwise miss.

Once installed, the MP3 Skype Recorder automatically saves every call, and there aren’t any restrictions that I could find which would normally force an upgrade:

http://voipcallrecording.com/

Copywriting telephone interview tips

Whilst I’m on the subject, here are a few telephone interview tips you might find useful:

1. Work out questions in advance and send them over prior to the interview
2. Use your questions as a guide to structuring the interview, but feel free to dig deeper if you unearth a new angle
3. Ask open questions which encourage discussion, rather than can be answered with a simple ‘yes’ or ‘no’
4. Don’t answer your own questions, even if you think you’re being helpful
5. If they’re being distracted, suggest rearranging for another time
6. Afterwards, send them an email thanking them for their time and reassure them that nothing will be printed without their signoff

Next week: advice on writing case studies

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Do we procrastinate because of our fear of success? Is it our fear of failure? Or are we just lazy? Whatever the reason, it’s a common problem amongst us freelancers.

Well, this year I thought I’d make it my resolution to try and kick the habit for good. ‘An impossible task’ I hear you say, but as with every bad habit I’m hoping it can be overcome with the right strategy and frame of mind. Otherwise that novel is never going to get written.

Here are a few procrastination tips that might help:

1. Switch off the internet – The internet is one of the biggest distractions known to man. When it’s time to start writing unplug the router from the wall. Just disconnecting your PC isn’t going to be enough to stop you wandering off on another misguided jaunt on the information superhighway.

2. Reward yourself – Whether it’s a cup of tea whilst doing the crossword or a quick stroll, plan a small reward for working diligently for 50 minutes. When working on larger projects this could equate to going out for dinner or an afternoon at the beach (there’s no snow in Malta!) for much deserved time away from the keyboard.

3. Do something else – If you’re really struggling, do something else that’s productive. Going for a run, washing the dishes or reading a book can help clear the mind and unplug whatever’s blocking your inspiration.

4. Work from somewhere else – Changing your location (even if it’s just another room) can help break out of the mental prison that’s stopping you from working productively.

5. Set a schedule – Work out a list of targets for the day to pressure you into getting things done.

6. Remember it’s your job – You don’t get paid for staring out of the window or playing minesweeper. So remember that writing is paying to keep a roof over your head, and not a hobby for whiling away the hours.

7. Get dressed – Writing in your dressing gown might be a cliché, but if it’s something you do that’s holding you back consider dressing up in your smart business clothes to put yourself in a ‘professional’ frame of mind.

8. Work out a good outline – Research and planning what to write is half the battle. Failing to plan can leave you struggling through a quagmire, draining you of energy and time. Make sure you’ve got enough notes to structure whatever you’re writing and to give you a clear sense of direction towards productive victory.

9. Write during your ‘power hours’ – Whether it’s first thing in the morning or the twilight hours, work out when is your most productive period and assign writing to those hours. Facebook and Twitter can wait.

10. Caffeine hit – Some say caffeine can disrupt your creativity, whilst others swear by it to get the words flowing. Alcohol is another popular writing stimulant. Just make sure you have another read through in the morning.

Will these tips work? Well, I think I’ve got a long road ahead of me. Before sitting down to write this post I’d already done the washing up and spent 10 minutes sat on the balcony. Getting that novel done might take some time. Maybe next year.

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In the freelance writing world it would appear that we’re still struggling with the same sexist attitudes we snort at when watching Mad Men. This has been the experience of James Chartrand, anyway, who revealed on Copyblogger this week that he’s actually a woman, and felt forced to promote herself as a man to attract clients.

Whilst this is a sad indictment of outdated attitudes in 2009, it reflects how we’re free to promote ourselves however we like online. Her post is particularly timely because marketing under a different persona is something I’m planning on doing myself.

A common dilemma for freelancers is whether to promote yourself as an individual or a brand. I don’t think there’s a right or wrong answer, but it can be influenced by:

1. What sort of clients you want to attract

2. Your future expansion plans

3. Whether your brand name is SEO friendly

In my case, I want to take my business to the next level and start attracting bigger fish (and higher pay). Whilst I’m perfectly happy writing for the clients I do now, I think it’s time to step up to the next level and start taking on more demanding work writing for higher stakes.

But in order to reel in bigger fish, I’ll need a larger hook.

Unless you’re already an established name in the copywriting world, I think high profile companies are more attracted to branded agencies. So I’ll need to adjust my persona accordingly.

The Copywriter’s Crucible gets a face lift

During the quiet January period I’m planning on updating my website with one of these great Wordpress themes (found thanks to a Copywriter Underground Tweet). The aim is to mirror the appeal of an agency by marketing myself as a brand, rather than a plucky freelancer living by his wits and word processor.

However, in this connected digital world we live in, transparency is key for building trust . Any attempt to pull the wool over a client’s eyes, and pretend to be something you’re not, will only backfire in the long run (although not in James’ case, might I add). So my ‘about’ page will detail exactly who’s pulling the levers at The Copywriter’s Crucible.

Will it make any difference? There’s only one way to find out. I’ll run the branded theme for a month or so and let the stats and (hopefully) enquiries decide.

The next stage will be coming up with a logo, which will be another project all in itself.

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There’s no question that email marketing is popular these days. As mentioned in my last post, a survey of small businesses found that 46% were already emailing customers, and another 36% planned to start. Email marketing offers many benefits. But any suggestions it’s going to kill off direct mail are wide of the mark.

Email is low cost, multifunctional and a great tool for relationship building. But it can’t replace the physicality of a print campaign. An email is only a mouse click away from being deleted, whilst direct mail will sit on desks waiting to be read or physically thrown in the bin.

And most people prefer print. An oft quoted Pitney Bowes survey found that 73% of people prefer to receive promotions in the mail, rather than on their PC. This reflects that not everybody spends all day online (as us copywriters are prone to do) and many still prefer to get their information in more traditional ways.

So am I suggesting email campaigns be reigned in and more focus is put on direct mail? No, not at all – I’m suggesting do both.

Print can be the introduction to digital

A survey of Marketing Week’s readers found that 56% (surprised it’s not higher, to be honest) think that direct mail can influence top company executives, but only a fifth are currently combining direct mail with email campaigns. This sounds like an opportunity to me.

As the surveys show, print can be the introduction and email the spark that triggers a visit to your website. And integrated campaigns will be at its most effective NOW before they’ve become the norm.

A simple email asking whether they’ve received your direct mail can make all the difference to getting your printed message picked out on a cluttered desk.

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It might be Facebook and Twitter getting all the attention these days. But there’s one old warhorse of internet marketing that continues to deliver real results – and that’s email.

It might not be as sexy as its social media cousins. But email continues to be a reliable, trusty marketing tool for building relationships, delivering special offers and attracting website visitors.

And it’s popularity is set to grow.

According to a recent survey by Campaigner (an email marketing service provider) of 259 small firms: 46% are already using email marketing, whilst a further 36% plan to start in the next year.

So based on Campaigner’s survey, if you’re not already you should start actively promoting  your email copywriting expertise.

There are three main types of marketing email businesses will need your help with:

Promotional emails – Quick fire messages offering special offers, product announcements and discounts (coupons are particularly popular in these cash starved times). Although copy requirements are minimal, you’ll still need to come up with an intriguing subject line to get it past the spam filters and read, because open rates for promo emails are typically low.

Informational email – Newsletters are fast becoming the ‘must have’ for every business serious about marketing. These offer useful tips, product news and industry insight. They’re aim is relationship building, rather than the hard sell. Businesses will want to send these out on a regular basis, and will need high quality content for each one – which is where you come in.

Inspirational email – Delivering a sales pitch in the guise of a story is a great way of looping under people’s anti-sales radar. Success stories and case studies of how a product/service has solved a problem can promotes the client’s expertise and help project it’s personality (so long as you don’t write it in the style of a backslapping press release).

So based on Campaigner’s findings, it might be a good idea to fire up an email campaign of your own – promoting how you can help businesses build relationships with prospects and convert them into customers with decades old email technology.

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What I now wile away the hours looking at when I should be writing

So, been living in Malta for two weeks now and loving it. Still feels like summertime here and I have a beach (of sorts) on my doorstep. Only problem is I have to constantly fight the urge to jump in a taxi and go exploring when I should be switching on my laptop. So I’m already having to make a few adjustments to the way I work.

For anybody else thinking of packing a bag and working from another country, here are a few tips you might find useful:

Buy a laptop – An essential piece of kit for the nomadic, remote writer. Even if you’re working from home, being able to change your location (even if it’s just a different room) can help kick start your creativity and break through writer’s block.

Setup remote data backup – Services such as Mozy (free up to 2GB) can be setup to automatically backup important files on your laptop throughout the day. Perfect for when you need to access Word documents from an internet cafe or if, heaven forbid, your laptop gets stolen.

Setup an online number using Skype – It’s now possible to have a phone number, which appears like a landline number, you can use to make and receive calls on your laptop. It costs £11.50 for three months and enables you to receive low cost calls from anywhere in the world. Just be careful when dialling out – calling landlines costs less than peanuts but calling mobiles abroad will munch through your credit.

Upgrade to a smartphone – For times when you’re away from your laptop or can’t get internet access a smartphone can keep you connected to clients. Being able to respond to emails and phone calls from wherever you are helps ensure projects don’t grind to a halt because you’re still strolling around the old part of the city.

Be aware of time zones – In Malta I’m one hour ahead of the UK, which means I have to be ready to receive work calls and emails later in the day than I normally would. On the plus side, it gives me an extra hour to have another read through that article I promised would be in their inbox first thing.

Keep track of your hours – It can be tempting to go exploring during the day when you’re living in a foreign city. But this can eat into your writing output if you don’t make up for it later on in the day. I find recording the hours I work and setting myself daily targets helps me to stay on track.

Become a paperless office – If you’re used to sending out paper invoices consider switching to PDF. PDF Redirect V2 is a free application that enables you to create PDFs from Word, Pagemaker and many other programs. Emailing PDF invoices, rather than posting them, also means you have a record of when they were received and can send instant reminders.

Setup internet banking – Internet banking enables you to keep your accounts up-to-date and to track your expenses without having to rely on someone back home sending on paper statements (although you might still need them for your end of year accounts).

Check your tax obligations – And whilst on the subject of accounts, make sure to check what your tax obligations are in a new country. In the EU the general rule is that you pay tax in whichever country you spend more than six months in. If you’re spending, say, four months in three different countries it’s a good idea to speak to an international consultant. Tax evasion is a minefield best avoided.

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Whenever asked to write about a new product or service part of the copywriter’s job is to come up with ideas on how it can be pitched. The aim is to give it a USP (unique selling proposition), which makes it sound more appealing than the other options available.

A USP can be anything that suggests a sense of superiority or added benefit, such as extra speed settings, a wider range of accessories or free upgrades. It’s the copywriter’s job to use the USP to give people a reason why they should buy a particular product.

With this in mind, it seems odd that Kelloggs should announce plans to start laser branding Cornflakes as a way of differentiating them from cheaper imitations.

Now, I’m sure it must be frustrating for Kelloggs to come up with all these cereals and then have them copied and repackaged by supermarkets under their own label. But are Kelloggs’ customers really going to care whether their morning bowl of cereal has logos in it or not?

People make buying decisions based on how a product makes them feel and the benefits it offers. When buying cereals this mental process generally takes place before they’ve opened the packet.

It seems to me unlikely people are going to buy Cornflakes because they’re ‘branded’ when this offers them no real benefit (unless they’re in the habit of fooling the kids with cheap cornflakes served from a Kelloggs box).

One of the most notable facts to come out of this story is that sales of Kelloggs Cornflakes have actually gone up during the recession, as people opt for the reassurance and sense of luxury of having a branded box on their breakfast table.

Perhaps Kelloggs should stop messing around with lasers and promote this in their marketing instead.

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