What’s small and often ignored but can dramatically reduce errors and increase response rates?

June 2, 2010 | 2 Comments

magnifying glass

They’re often no bigger than a small sentence, a phrase or even a single word.

But they have the power to stop forms being abandoned and visitors leaving; they can even improve what people think about your brand.

What am I talking about? Why, microcopy of course.

It might be the sales letter or landing page copy that gets all the adulation.

But short, punchy lines of microcopy can be just as potent in directing people to take action.

Micro copy has 3 basic uses:

1. Microcopy tells people what to do – Pithy lines of copy used in forms help people to fill them out correctly, provide the information you need and avoid them being abandoned after a flurry of error messages.

2. Microcopy builds trust – Little reassuring messages, reminding people that you won’t share their information or send them a flood of spam, can make all the difference in calming people’s objections and encouraging them to take action.

3. Microcopy builds your brand – The internet can seem a robotic, cold medium. But friendly, conversational copy, with a playful tone, can give your website a personality. Mail Chimp and Flickr are two such examples.

When writing website copy it’s often the landing page and body copy that get all the attention.

But remember that concisely worded instructions, reassuring phrases and witty signup links can dramatically reduce errors and increase numbers taking action.

Ignore them at your peril.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

UK Copywriter Takes On the US Military Over the Use of Bullets

May 6, 2010 | Leave a Comment

bullet points in copywriting

Ever witnessed ‘death by PowerPoint’? This is the phrase coined by the US military for the mind numbingly dull 30+ slide briefings they have to sit through.

But it’s not just the length of PowerPoint presentations that’s under attack.

According to the NY Times (via Seth’s blog), there’s growing discontent amongst senior brass at how the complex process of winning a war is being broken down into simple bullet points.

The humble bullet point is being blamed for stifling discussion, halting critical thinking and clouding decision making.

But whilst the US military might not be a fan of the humble dotted symbol, bullet points are one of a copywriter’s most potent weapons.

  • Bullets halt skim readers in their tracks

Whilst we’d love to think people linger over every carefully sculpted turn of phrase and metaphor, the fact is that many will skim through our copy in seconds.

They’ll often merely glance through a sales letter or landing page, picking out the key points, before deciding whether to read through it properly. And this is where bullets come in handy.

Whether used as a heading or as a list, bullet points can stop skim readers in their tracks.

They can be used to quickly and concisely convey to readers the essence of a concept or the key points of your argument and ‘what’s in it for them’.

Punchy bullet points enable readers to grasp the benefits of your argument in seconds, so you can grab hold of their interest and pull them into the rest of your words.

So whilst they might not be too popular amongst the US military, bullet points are one of a copywriter’s most coveted persuasive weapons.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Struggling to write an opener for your sales letter? Try one of these…

April 9, 2010 | 2 Comments

Can opener

Do you ever find yourself staring at a blank screen, with your head in your hands, desperately trying to think up the perfect line to open your sales letter with? The cursor hasn’t moved for the last 10 minutes and continues to blink at you, taunting your lack of creativity. Sound familiar?

Writing an opener for a sales letter could, in a mad way, be compared to persuading a reader to open the lid on a can of food. Unless your opener is  enticing enough they won’t want to read the rest of your writing and devour what’s inside (the can/sales letter). Still with me?

So how do you write an intriguing opener that makes people eager to read what you have to say? Well, one idea is to dip into your swipe file for inspiration (you do keep one don’t you?). But to get you started, here are a few common types of openers you might like to try:

Ask a question

  • Confused about where to invest your money?
  • If you like to [    ] you’ll love [    ]

Even better, ask a rhetorical question they’re going to say ‘yes’ to (getting your reader to start nodding and agreeing with you early is a powerful sales tactic)

  • Would you agree with me that you need to make better decisions faster?
  • Don’t you wish you could earn millions without having to get dressed or do any work of any kind?

State an interesting fact

  • High cholesterol is a ticking time bomb that can cause heart attacks and strokes, and it affects up to two thirds of adults without them even realizing it. Thankfully, your local pharmacy now offers free cholesterol and blood pressure health checks…

Tell a story

  • A decorator was suffering from a bad back when they discovered an ingenious new way of lifting heavy tins of paint to the top of a ladder effortlessly, and without spilling a drop.

Tell them what they’ll discover from reading the sales letter

  • Over the next few pages I’m going to explain to you exactly how you can increase your income and have more free time to spend on the golf course, to go shopping or do whatever you like in four simple steps…

Refer to something in the news

  • Tiger Woods is back to playing golf and many will be wondering if the time off has affected his accuracy. Had he been practicing with our golf net he’d have been able to avoid the paparazzi and improve his short game at the same time.

Tell them why you’re writing

  • I’m writing to you because you expressed an interest in our new range of self cleaning dish cloths at the recent ‘Real Homes Spring Cleaning Expo’.

Introduce yourself

  • My name is Roy Jenkins. Each day I spend a lot of time looking for ideas and tips on  the best internet marketing strategies around. From my research I’ve developed a one-of-a-kind system that sky rockets your…

Still stuck? Well, check out Pro Copy Tips’ 31 sales letter openers to see if any of those can open your sales letter for readers and get them devouring every word.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

How to improve your copywriting’s conversion rate by writing for individuals, rather than groups

March 17, 2010 | Leave a Comment

Your copywriting should speak to people as individuals

What do you think is the the most important element of your copywriting? The headline? The benefits? Or the product itself?

Well, this was the topic of Eric Graham’s (aka The Conversion Doctor) recent video – ‘My #1 Conversion Boosting Secret Revealed’ – and I don’t think I’ll be sending any shockwaves by revealing that it’s understanding your reader.

In the rush to get websites live, emails sent and direct mail in the post, assumptions are often made about the target audience’s hopes and fears. But this can be a mistake, because copy is read by individuals, not a homogeneous group. And making assumptions about your reader could mean missing a lesser known critical pain point that triggers them into buying.

So how can you build a better understanding of your readers as individuals, and avoid lazy stereotyping?

Eric’s video is packed with useful advice, so I’d recommend sitting down with a notepad and watching it all the way through.

But if you’d like a quick overview, here are a few tips you might find useful:

1. Read the magazines and blogs your target is likely to read. This will help you get inside their head and build your knowledge of the issues they’re dealing with, as well as identify what type of language to use.

2. Visit the forums frequented by your readers. Note down any questions, comments or complaints on common problems they need solving.

3. Interview at least 10 people from your target market. Prompt the interviewee with a few questions and then just let them talk. Record the calls (this free Skype recorder will do the job) and get them transcribed. You should then use THEIR EXACT WORDS in your copy so you can reflect back at your readers their language and mental dialogue so it engages on a deeper level (watch Eric’s video for an example).

4. Create a customer profile of 1-3 paragraphs based on your research. Your profile should describe an imaginary person matching some of the typical characteristics you’ve discovered. This could include their family, education, income, occupation and hobbies. Then imagine you’re addressing this fictional person when you’re writing.

It’s easy to make assumptions about target readers. But often the key to effective copywriting is finding that hidden pain point or desire which unlocks people’s resistance to buying.

The best way of discovering what keeps your target reader awake at night is to actually talk to them, which is why I think tip 3, in particular, could make a big improvement to conversion rates.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Does Your Website’s Copywriting Make These Mistakes?

March 12, 2010 | Leave a Comment

You can't bore people into buying

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?

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

What the iPad and Homeopathy Can Teach You About Using Hype in Your Copywriting

February 17, 2010 | Leave a Comment

protest sign

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.

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

Case Study Copywriting Tips

January 27, 2010 | 1 Comment

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.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Free Skype Call Recorder and Copywriting Telephone Interview Tips

January 16, 2010 | 2 Comments

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/

downloadMP3SkypeRecorder

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

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Can Procrastination Be Defeated? Only One Way to Find Out…

January 8, 2010 | 1 Comment

procrastination

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.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Asked to write an email campaign? Suggest they use print as well…

December 4, 2009 | 4 Comments

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.

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Email marketing 

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