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 | Leave a 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 | Leave a 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 | 3 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 

Are You Actively Promoting Your Email Copywriting Expertise? This is Why You Should…

November 19, 2009 | 1 Comment

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.

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

Why You Should Redefine Your Services to Attract More Clients (and Better Pay)

September 17, 2009 | 1 Comment

[This week’s post is a familiar theme for regular Crucible readers. But as I seem to have attracted a few new subscribers in the last couple of weeks I thought I’d show them what The Copywriter’s Crucible is all about]

With summer behind us it’s time to pack away the sun lounger and get down to business. Everyone is back at work, which means now is a prime time to start trumpeting about your services.

But, as we all know in the writing community, it can be tough to attract clients when the web is saturated with so many writers fighting over the same jobs.

“So how can I stand out from the crowd?” I hear you ask. Well, you can start by considering what additional services you can offer and how you can promote them offline.

After all, businesses are now in need of more content than ever. These days, they need a constant flow of blog posts, emails, newsletters and sales pages to feed their marketing machine.

Clients want internet marketing expertise, as well as words

Instead of offering to write blog posts and press releases consider defining your services as ‘content marketing’ and ‘online PR’ expertise.

When approaching clients, offer to remove the complexity of internet marketing and to show them what they need to be doing to be found on the web.

Rather than restrict your job search to the web, try:

  • Promoting yourself with a press release announcing your new copywriting/internet marketing services and article marketing packages
  • Send a letter or post card to clients you’d like to work with highlighting the benefits of Wordpress and your blogging/content marketing service
  • Contact local internet marketing firms to offer SEO copywriting expertise (I’ve head that time spent on site is now part of Google’s algorithm, which means content MUST be useful and well written, rather than just keyword packed)
  • If you’re feeling brave, pick up the phone and contact local PR agencies because many are crying out for help with SEO, social media marketing and online PR

These are all skills you can easily teach yourself. And the time you invest in improving your services will make you a more valuable asset to clients, and your income will increase as a result.

Latest posts from bda (another blog I contribute to)

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

Fed Up of Churning Out Keyword Articles? Here’s How to Increase Your Copywriting Income…

August 26, 2009 | 5 Comments

The freelance copywriting life can sound enticing: choose your own hours, work from wherever you like and do what you enjoy. But the reality can be a lot different when you’re starting out. Many get stuck treading water in the dregs of keyword writing monotony, where $6 per article sounds generous.

Some think the answer lies in writers banding together and declaring ‘Enough is enough!’, and refusing to hit another key until the rate is improved. Well, they could be waiting a long time because Elance and Guru are flooded with writers undercutting each and fighting for whatever scraps are flung into the pit.

Yes, I might have dallied in the dark world of bidding websites in the past. But I was one of the lucky ones able to escape into a brighter place where clients don’t hire you based on price alone.

So, how can you break free and attract clients prepared to pay you a fair rate and enjoy all the perks of the freelance copywriting life?

Well, it comes down to basic economics. When a market is saturated, prices are driven down. So in the world of freelance writing, to improve your income you need to escape the markets that are saturated and write about specialist topics others can’t easily tackle.

Three ways of increasing your income

1. Be an ‘added value’ copywriter – What else can you offer clients beyond the words? Internet marketing expertise? Blogging advice? What about online PR, optimising Wordpress or running a Twitter campaign? These are all skills you can easily teach yourself and will make you a greater asset to prospective clients (You can learn more about becoming an added value copywriter at Tom Chandler’s The Copywriter Underground).

2. Write copy that generates sales – Direct marketing copy pays well for a simple reason: the impact of your writing directly impacts sales. It can take many years of practice and building a reputation before you can command the big fees enjoyed by those in the upper echelons of the copywriting world. But writing direct mail should be a string added to your bow if you’re chasing after the big bucks.

3. Become an expert – When you’re stuck in a saturated market the best way of breaking free is to tackle topics that are too complicated, too difficult or too specialist for your wordprocessing rivals.

What topics do you already know a lot about? What are you interested in? Once you’ve decided on an area you want to specialise in you’ll need to become an expert.

Read about your chosen topic as much as you can. Attend conferences and network with people in that field. You can then start targeting relevant businesses and see if they need any promotional work doing (perhaps research this stage first).

Many companies with specialist products will be more interested in your experience and knowledge of their industry than whether you’ve got an English degree or write poetry. And they’ll be prepared to pay you for that experience too.

[This post was inspired by Bob Bly’s The 12 Undeniable Truths of Freelance Writing]

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Why Copywriters Shouldn’t Rush to Go Digital Because 60% Prefer Print

July 23, 2009 | 7 Comments

It appears as though the printed word is on its deathbed. The Yellow Pages is now more widely used as a doorstop, whilst many newspapers are wheezing their final breaths.

Many expect direct mail to go the same way.

So is learning how to write direct mail, brochures and sales letters a waste of time for aspiring copywriters?

Are people so plugged into the digital world that they won’t turn away long enough to read your printed words?

Print advertising in freefall, whilst internet marketing grows nearly 20%

According to recent Advertising Association figures, last year in the UK press advertising fell 11.8% and TV fell 4.9%. Spending on the internet, however, shot up a recession busting 19.1%.

eMarketer has also poured more fuel onto print’s funeral pyre, with estimates that online spend should grow a further 10% by 2011, as companies chase after eyeballs focused on pixels.

So should your copywriting expertise follow the same trend?

Does print marketing need to be recycled permanently?

60% are more likely to respond to print than email

In the face of such relentless attacks on print, Pitney Bowes has come charging to the rescue whilst sounding its bugle on research of its own.

In a pan-European study it found that 60% of people are more likely to visit a website in response to direct mail, compared to 24% who’d respond to an email or sponsored web link.

This follows on from previous research in which Pitney Bowes found that 73% prefer to receive offers and promotions in the mail, rather than their email inbox.

So, whilst print is indeed expensive and should shuffle its feet in embarrassment at its ROI, Pitney Bowes’ research indicates there’s life left in the old warhorse yet.

In fact, print can be the introduction to digital campaigns, and its ROI can be improved by being more targeted, personalised and relevant.

So copywriters shouldn’t rush to abandon the printed word just yet.

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

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