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 

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 

The Problem With Free

March 12, 2008 | 3 Comments

apples_for_free

Nearly every freelance copywriter will at some stage be asked to write for free, or for such a derisory amount that it might as well be free.

This isn’t a new problem, but since the internet shepherded writers together in one big pen many will have opened emails informing them they ‘work in a competitive marketplace’, which I hope for many meant the next click was the delete button.

The problem with free is that it doesn’t work in any business model I’ve encountered.

But that hasn’t stopped the obsession with trying to source products and services for as cheaply as possible.

A business model that includes free doesn’t add up

The already burning free debate has recently had petrol poured all over it by Chris Anderson’s article about his next book, in which he discusses how ‘digital economics has turned traditional economics upside down’.

The idea is that with storage and distribution costs virtually zero it should be possible to provide digital products and services for free, with revenue generated from advertising and selling extras.

Now I was a big fan of The Long Tail, with its rallying cry for internet entrepreneurs to setup blogs and start selling fragranced soap and Moroccan kitchen tiles on a global scale, even if it was an old niche marketing principle reheated for the internet.

However, Anderson’s new stroking of the proverbial beard and sharing his vision of a freeconomy has met a barrage of criticism in a recent E-Consultancy article for ignoring the physical costs (employees, food, equipment etc) in running a virtual enterprise or providing a proven model for how such a business can be sustained.

Which is part of the problem with sourcing services based on free or cheap - it doesn’t work in any sensible business model for either the buyer or copywriter.

Cheap copy simply cheapens a business and devalues the copywriter

In a recent discussion in my local online networking group, The MK Media Circle, frustration boiled over when a brave soul suggested cobbling together a business’ website using Dreamweaver or Wordpress.

The idea of cutting corners in the creation of a business’ online presence highlighted the problem creative industries face in justifying their value to cost conscious clients.

Many don’t seem to realise that more goes into creating a finished product than just time.

Whenever quoting you should always remember that it’s also your experience, know-how and a sprinkling of skill you’re providing. Your words are not just to fill up space, but to promote your client’s professionalism, expertise and to shift a few of their products at the same time.

A professional copywriter will achieve this by reading the brief, compiling their notes, having a think then composing a message that will differentiate a product, make it desirable and pitch it in a way that persuades the customer why it will improve their lives.

Do you want people to think you’re cheap?

With a website now often the first point of contact, making the right impression has never been more important.

A badly written landing page will simply give the impression that the company is in the habit of cutting corners, which in turn means less sales and less chance of the business succeeding.

The next time you’re approached by a client obsessed with free or cheap just remember that it’s your writing that can make the difference. And if they don’t want to give the impression that they cut corners they shouldn’t be doing it with your pay cheque.

So if you’ve got a portfolio and value your skill, don’t work for free or cheap because, as with some of Anderson’s business models, the sums don’t add up.

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Should you use the fear of recession in your copywriting this year?

February 27, 2008 | Leave a Comment

storm clouds

People are becoming afraid of spending money. The threat of a recession on both sides of the pond and the global credit crunch means it’s getting harder to coax credit cards out of people’s wallets.

Shoppers are staying at home and businesses are revising their spending plans. Does this mean copywriters need to rethink which buttons to push to sell their products and services?

Is fear taking over from desire as the dominant emotion that will drive people to take action?

This question was inspired by a recent post by Seth Godin in which he questioned whether marketers should reconsider the stories they’re telling people. The product hasn’t changed but the stories you tell need to be different under a gloomier economic climate.

Whilst a $4 cup of coffee was a symbol of confidence in your earnings a few years ago it’s now a small indulgence you allow yourself after downgrading your apartment.

Copywriting is all about appealing to emotions, rather than purely logic. You tell people why a product will make them more successful, more popular or richer so they can justify a purchase because you’ve convinced them it will improve their lives.

In general, it’s the positive emotions of desire that will inspire people to respond to your words. Spending money is a proactive reaction, rather than defensive.

The Yin to desire’s Yang is that of the fear of loss and what can happen if you don’t buy a water purifier or take advantage of a limited time offer on Dimoxonil magical hair growth.

Making people afraid of missing out or what can happen if they don’t take action can be a powerful emotional trigger.

It’s the weapon of choice for many politicians.

Politics has never been more heavily influenced by marketing and telling stories to make people afraid. In this post, copywriter Peter Hobday compared Tony Blair’s speech on Iraq’s WMD threat to a long sales letter designed to make people afraid of what can happen if they don’t respond to his call to arms/action.

The success of Blair’s speech in building support for the war amongst voters says as much about the power of fear as it does about his speech writing.

So if people are afraid of spending money and are now revising their expectations this year, is appealing to their desires for wealth, popularity and happiness going to succeed?

Or should your copywriting make people afraid of losing their dignity or losing a competitive advantage under the approaching storm clouds of a recession?

Is spending money still a reward or a way of staying out of trouble?

Posted by Matt Ambrose | Filed Under Blog, Copywriting 

Top Ten Tips for Marketing Your Website

January 30, 2008 | 10 Comments

town_cryer

If you’ve started the New Year with a shiny new website, and invested in some copywriting for the landing page, you might be thinking that you can just sit back and wait for the sales to come flooding in.

Well, it’s not that easy I’m afraid. It takes a lot of effort to successfully market and manage an effective website.

You’ve got to find a way to signpost it so your customers can find you and then you’ve got to work out how you’re going to sell to them when they arrive. There are barriers to building trust online; people want to see more than some JPEGS and PayPal buttons before they’re ready to buy.

But fear not because (inspired by a similarly themed post from Junta42) I’ve scribbled down my top ten internet marketing tips for getting your website noticed and building credibility with customers (I’ll give you a hint: it all revolves around becoming a publisher and being generous with your content):

1. Regularly post useful articles that contain your keywords

Preferably articles should be posted onto a blog of some description so you can interact with customers and perpetuate the love affair between blogs and search engine optimisation. The key is to be offering insight and advice which will not only attract the search spiders, but will also help promote your expertise and answer the questions that might be blocking a sale.

2. Let everyone know the traditional way

Tell all your contacts about the new site. An emailed message is too easy to dismiss. So dust off your telephone and call them up to announce your new venture, or send them a concisely worded and designed postcard. Both methods are relatively inexpensive and will make more impact than email bombing as many people as you can.

3. Network online

Find out who the thought leaders are in your industry and then comment insightfully on their blogs to introduce yourself. Many industry news websites have now integrated comment sections, so you should be able to find somewhere to print your name. This will help attract attention to your own site, create valuable backlinks to boost your Google rank and build authority in your online marketplace.

4. Drive traffic with social bookmarking

It might still be regarded as a niche way of searching the web, but social bookmarking can send you a lot of traffic. If you can get enough people to vote for your articles, you can literally attract thousands of new visitors via sites like Stumble Upon, Digg or Del.icio.us, and a host of other services to choose from.

The trick is to integrate yourself into the social bookmarking community by tracking who votes for you and then returning the favour. Over time you can build a network of social bookmarking pals and assist each other in driving traffic.

5. Print your web address everywhere

Get your website address added to every email signature, letterhead and piece of marketing material you send out. Even if you manage to get a leaflet into someone’s pocket at a networking event, if they’re interested the first thing they’ll want to do is check out your website. So make sure they know the address.

Marketing should be an integrated approach with your offline activities linked into your website. You can only fit so many words onto a tri-fold brochure. But there’s no shortage of space to develop your offer online.

6. Promote with online press releases

You no longer need contacts in the traditional media to get exposure for your business. And you don’t need a new product launch to justify a press release. You can use online PR distribution services to publish useful articles offering insight to your target customers. This could be advice to schools on setting up a cycling policy to promote your bike sheds, or the healthiest way to cook chicken to promote your grease free grill.

Press releases push out links back to your website and cement your credibility if you’re providing useful information.

7. Publish on other people’s sites

If you’ve already been networking with bloggers in your field then why not approach them to write a guest post. This will help you attract more attention by showcasing your expertise as well as generating a backlink from a relevant website. If there aren’t enough bloggers around, try approaching your industry’s news sites to see if they’ll accept submissions. Everybody needs fresh content to keep eyeballs occupied.

Just make sure you’re providing useful articles, and not a blatant sales pitch, if you don’t want your submission dumped in the recycle bin.

8. Give away a free eBook

What questions do your customers have before they make a purchase or how can your product make their lives easier? Both can be answered in a free downloadable eBook that demonstrates your credibility, expertise and builds a closer affinity with your customers.

If you’re being useful by giving away free information then you’ll be rewarded with the customer’s increased trust and confidence.

9. Start a monthly newsletter

In this age where everybody expects to get content for free, it might be getting harder to charge customers for words but it has never been easier to publish. So why not take advantage and produce a newsletter to maintain contact with your latest news, articles and product guides long after prospects have left the site.

10. Stick to the plan and don’t expect instant results

Even if you follow steps 1-9 it can still take a number of months to build your Google ranking, attract a steady flow of traffic and build your customer base. However, if you don’t invest in building your web presence then your shiny new website will simply remain hidden away and ignored. So put a strategy in place for regularly generating and promoting your content, be persistent and if you build it they will come.

In this age of niche products reaching global marketplaces, sending a town crier around your local shopping district didn’t make my list. It won’t hurt if you want to attract local business, but it wont be enough to find you customers further a field.

Investing in good quality copywriting for all your pages (including the ‘About Us’ page), and not just the landing page, is the first step. The next stage is to become a publisher and be generous with your content.

Becoming a publisher will boost your Google rank, attract traffic and develop credibility with your customers, who will have more trust in you because you’ve invested time in making their buying decisions easier.

Enjoy this post? Vote for it at Digg. Thanks!

Posted by Matt Ambrose | Filed Under Blog, Copywriting, Marketing, Online-PR, blogging 

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