Why start with a blank sheet?

When you’re starting to write copy for your business, whether it’s a web page, an advertisement or a flyer, there’s no need to start with a blank sheet. All that white space can be overpowering and make you feel intimidated. It can even give you writer’s block. So I always find it helps to start with some copy already in place. That way you can expand on the copy, edit it, or otherwise craft it to make it suit your means.

OK, you say, that sounds like a great idea. But where do I get this copy from in the first place? Easy – you can make bullet points of the things you want or need to say; start with some copy you have used in the past; or even cut and paste from a competitor’s website (or two).

It’s always easier to ‘criticise’ than to ‘create’, so having something in front of you, rather than the pressure of a blank sheet, will give you focus. Believe me, the relief of having some copy to work on will help get your creative juices flowing. With the internet there’s no shortage of information and it’s easy to find out what your competitors are doing. I don’t mean that you need to copy them – far from it. You just use their thoughts to jog your own ideas and inspiration to create a totally unique piece of marketing that sells your own business perfectly.

On average, five times as many people read the headline as read the body copy

So said David Ogilvy – who went on to say “When you have written your headline, you have spent eighty cents out of your dollar.” Grabbing people’s attention is therefore key to your success. Obviously, as it suggests above, your headline won’t appeal to everyone. But to those it does resonate with, you’ve got your audience hooked. They are the ones who will read on and want to find out more about your products or services.

Of course in order to make a sale, your copy has to fulfil on the promise of the headline. It has to keep your potential customer’s interest and tell them quickly and succinctly what they need to know - and how to get it. It will tell them with passion, energy and enthusiasm how you can help make their lives easier, solve a problem or headache for them, or give them valuable information. That way they’ll be driven to contact you to find out more or buy your solution.  

Without a strong and powerful headline you could lose many potential customers and waste your marketing spend. So get creative and make your audience an offer they can’t refuse.

An Olympic achievement with room for improvement

At the weekend I was lucky enough to get tickets to an event in the ‘London Prepares Series’ in the run up to the 2012 Olympics. It was goalball, a Paralympic game where visually impaired contestants are blindfolded (to ensure a level playing field) and play with a ball that has bells in it. I really enjoyed it and had a good time.

However I was appalled at the poor signage. We got lost almost immediately after getting off the train as the signs to the Olympic park petered out at a crucial junction. Luckily someone from the site just happened to be walking by in a fluorescent jacket so we were able to ask for directions.

What’s more, there were no forms asking for feedback. So London may be preparing for the Olympics in terms of their staffing and hosting abilities, but how will they know whether they’re achieving their desired visitor experience? It’s the sort of oversight that can make all the difference between an enjoyable and successful visit and one that is frustrating and disappointing. Especially if you’ve paid a large amount of money for a ticket.

So whatever you are marketing, whether it’s a live event, a product or a service, make sure you think through the customer journey thoroughly. Put yourself in your customers’ shoes and do a test run if you can. At the very least make sure you ask for feedback, good or bad. And of course always be sure to request a glowing testimonial.

Write from the heart and make a difference in the world

I don’t normally watch Masterchef Australia but I did last night because the contestants had to cook a vegetarian meal for the Dalai Lama. As he is a Buddhist Monk I knew he wouldn’t judge the food but accept everything he was offered graciously - and of course he did just that.

It was wonderful to watch how, even though there were the same – if not more pressures – on the contestants, the atmosphere in the kitchen changed from one of competitiveness to that of co-operation. Everyone wanted each other to do well for his Holiness. In fact when one contestant’s gnocchi sadly failed to cook, the others rallied round to help her.

This uplifting episode demonstrates how important it is to serve others from the heart. Whatever your product or service, when you aim to make a difference in peoples’ lives you will succeed. And your sales messages are the perfect opportunity to express this. Use them to tell your clients you are there to help them solve their problems.

Writing from the heart will resonate with your customers and make all the difference to your sales literature. You'll find you start to attract your ideal clients to you, naturally.

How to turn browsers into 'wowsers!'

An attractive shop display, especially in the run up to Christmas, will catch the eye of many passers-by. Because when people are on the look out for a present they will be more open to suggestions. However, even though they are in the market for gift ideas it also stands to reason that the more attractive a window display is, the more likely it will be to captivate an audience.

The same is true for your website. But in the absence of graphics on the search page, what will help make your ‘window dressing’ on the internet page more attractive to people browsing? As you know, an internet search produces a list of sites, so being at the top of the page is obviously crucial here. Apart from this, the only other thing that is going to make your site stand out from all the others is the words that describe what you offer.

So if you can’t afford pole position on an internet search you need to choose your words very carefully indeed. The best use of language at this point is to paint a positive, powerful image of how you can solve their needs by what you offer. That way they will be attracted to your site to find out more. Then once they’ve clicked through, you’ll obviously need to continue building on this momentum by addressing their needs in a way that sustains their interest and drives the sale.

Without passion, you don't have energy - without energy, you have nothing

The above quote is by Donald Trump and has resonance with regards to copywriting. I know I’ve mentioned the need for energy in copy before, but it really is the bedrock of great marketing. If your sales material merely explains what you do, you’re missing the whole point. Who is going to get excited about your products and services? No-one – apart from the odd student perhaps. (And I do mean odd.) Because without passion, and hence energy, the words on the page will simply leave you cold and uninterested.

So make sure you inject passion into your writing – giving it a vibrant energy that  attracts and draws the reader in. Energy that keeps them interested and carries them through your sales pitch on a wave of enthusiasm. From headline to call to action, your energy should radiate from the page, making your message easy to read and act on.

As a copywriter I have to believe in the products and services I sell for my clients because otherwise I can’t even begin to do them justice. It means I lack the necessary energy and enthusiasm. And it’s one of the reasons why I don’t work with companies whose business operates outside my moral code – and I’ve turned down several pieces of work because of this.

So make sure you ignite your own energy by thinking about what it is that excites you about your products and services and get that down on paper tout de suite.  And by the way, if you’re not writing the copy yourself, it also helps enormously to inject energy into your brief to help inspire your writer who will pass it on to your audience. 

It pays to think clearly when writing ads - mistakes can be costly

Below is an alleged example of a classified ad found in a local daily paper. Whether true or not, it highlights the importance of ensuring all the necessary information is given to drive a sale. If just one word is wrong or missing it can spell trouble – and even ruin a perfectly good relationship…

(Monday) FOR SALE - R. D. Jones has one sewing machine for sale. Phone 555-0707 after 7 p.m. and ask for Mrs. Kelly who lives with him cheap.

(Tuesday) NOTICE - We regret having erred in R. D. Jone's ad yesterday. It should have read: One sewing machine for sale. Cheap: 555-0707 and ask for Mrs. Kelly who lives with him after 7 p.m. 



(Wednesday) NOTICE - R. D. Jones has informed us that he has received several annoying telephone calls because of the error we made in his classified ad yesterday. His ad stands corrected as follows: FOR SALE - R. D. Jones has one sewing machine for sale. Cheap. Phone 555-0707 and ask Mrs. Kelly who loves with him.

(Thursday) NOTICE - I, R. D. Jones, have NO sewing machine for sale. I SMASHED IT. Don't call 555-0707, as the telephone has been disconnected. I have NOT been carrying on with Mrs. Kelly. Until yesterday she was my housekeeper, but she quit.

What does tourism have to do with selling your products or services?

I’ve just returned from a wonderful weekend in Budapest. It’s a beautiful and impressive city on the river Danube and I particularly enjoyed the thermal baths, impressive architecture and warm hospitality. To get around the city’s many delights, the public transport system offers trolley buses, speedy trams and the second oldest underground in the world after London.

It’s always interesting to me to visit another country and see how they do things differently, and how they communicate. If you can communicate clearly to foreigners it’s an excellent sign of clear, joined-up, thoughtful thinking. You can then easily direct tourists to the major attractions, helping them get around and spend their money to boost the local economy.

In many ways it’s a similar process to the customer journey that good sales copy achieves as it drives the sale. Yet again clarity is key, along with concise, valuable information that inspires and motivates.

Happy, profitable customers is the ultimate goal. And certainly for me Hungary turned out to be an idyllic destination that not only met but surpassed my expectations. I would have no hesitation in going back and highly recommend it to anyone who is looking for an impressive, relaxing city break with plenty of spa opportunities. I also highly recommend thinking your copy through carefully to create successful customer journeys, happy clients, and greater profits.

Do you do deliver what you promise?

Most people in business are excited about the products and services they offer to existing and potential clients. So why is it that so many websites, far from creating excitement, put their readers in a catatonic trance? All too often they are written by someone who is clearly good at writing essays, and may even excel at spelling and grammar.

But a website is a sales tool, not an academic achievement to be rewarded with a gold star. What you want is to attract clients, not letters after your name. In fact websites should be a good indicator of the service you can expect to receive from the company who owns it. That’s why they should reflect the energy and ideals of the brand.

Of course, at an absolute bare minimum websites do need to look professional, have no typos, poor spelling or grammar. But if you really want to attract new customers you have to be in tune with your market, know what makes them tick and offer them the ideal solutions they are looking for. And you need to do this in an inviting way that draws them in, keeps them hooked and makes them want to pick up the phone to find out more – or place an order.

Are your instructions driving customers away?

The beginning of the ideal customer journey is one that inspires grateful anticipation of your solution or offering. The end is a satisfied client who wants to work with you or buy from you again.

In the case of selling actual products (rather than service packages), many people fail their customers because they underestimate the importance of their instruction manuals.  Here the devil really is in the detail. I’m sure you have been in the same situation as I have where you can’t wait to get your new purchase home and up and running, only to be baffled by badly worded, long winded instructions. In fact the longer the explanation the more confusion it creates. A clear example where clarity and conciseness are of paramount importance.

The end result is of, of course, that instead of being delighted with the new purchase, one ends up frustrated and disappointed. At best this can lead to an increased wage bill for helpline staff who need to answer consumer questions. At worst your ex-customers return your products – losing you revenue today and for the foreseeable future as they  deliberately avoid your brand in future. 

So if you want to keep your customers happy and loyal - and your business booming - a small investment in copywriting up front can save a fortune down the line.

How to get clients - just by telling them what you do

There’s a knack to telling your clients about your products and services. And it’s an important knack, because nowadays you don’t have long to capture their attention. In a world where first impressions count, you need to engage their interest within a few seconds – and hold it long enough to make your sales pitch. One that will captivate and entrance them so that they quickly reach for their credit or debit card.

On the other hand if your marketing doesn’t get to the juicy bits straight away, your potential clients aren’t going to hang around and wait for you to reveal all. Punchy, powerful headings are key to drawing the reader in. These need to be supported with equally punchy copy that gets right to the heart of the matter immediately. It’s an extremely powerful way to motivate them to want to find out more – or buy straight away.

In an age where we are all bombarded with information from many sources – internet, emails, newspapers, magazines, leaflets, radio, TV - it’s more important than ever to ensure your messages have impact. They need to stand out from the rest and make people want to find out more. So make sure you tell your clients exactly what it is you can do for them and there’s a good chance they’ll reward you - by hanging onto your every word and spending money with you.

How to give potential customers a warm welcome

When you’re talking to potential clients via your website, leaflet or other marketing literature, your copy has to work hard for you. So make sure that your words are welcoming, compelling and effective.

The most powerful marketing instantly makes your potential customers feel at home with you. It’s clear, direct and concise with thoughtful touches that show you have their best interests at heart.

Well written copy is far more likely to achieve a positive response - so the time you put into crafting a clear, concise message will pay dividends. It shows you care about your clients, understand their needs and have the solutions they are looking for.

How to use technology to boost your marketing

The range of computer technology available today is staggering. You can add videos to your website; add links to social media sites like Facebook, Twitter and LinkedIn; create audio downloads; sell products online and much, much more.

All of this can be a tremendous boost to your sales. It can help you make more contacts and connections, boost your sales and bring in more revenue. Used correctly, you can drive sales in extremely powerful ways – not least because your customer can choose how they engage with you in the way that they feel most comfortable. For instance if they’re a visual person, they may be attracted to your video. Or if they prefer the written word they’ll be attracted to your copy. Or if they’re an aural person they’ll want to listen to your audio.

The most important thing to remember, however, is to be consistent across all media and have the same clear, concise message. Otherwise the technology could backfire on you and turn your website into a confusing mass of information that doesn’t gel, loses the plot and fails to make a compelling offer. One, in fact, that may even end up driving your potential customers away.

So always remember to create a powerful marketing message as the bedrock for all your sales. One you can roll out to your potential customers with total confidence – whatever technology or medium you choose. 

Is your marketing a gift to your customers?

How many times have you come across a website where you look for specific information only to find yourself hopelessly lost in a maze of words with blind alleys at every turn? Or discovered marketing material where there is so much information that it’s positively off putting? Time is money, so it’s vital that you make sure your sales messages are crystal clear.

No-one expects to have to put time and effort into finding out what it is you are offering them. So make sure your marketing material and on your website is not only engaging, but to the point and informative. There’s no need to ramble on about what you do in fine detail – unless you’re selling online of course. And even then you needn’t ramble! If your site is well written, you’ll capture someone’s interest and drive them to want to find out more by picking up the phone or sending you an email.

So get straight to the point in your marketing and offer your potential customers a gift in the form of a perfect solution to their problems - not a challenge to work out what it is you do!

Make sure your marketing doesn’t overlook the obvious

I was walking down the street the other day when I noticed a white van parked by the side of the road with a sign attached to its side. The sign read: ‘Scrap metal wanted’. Direct and to the point and an effective ad on a mobile medium that will benefit from exposure to many different markets. Or is it? There is one vital element missing – the contact details. If I have some scrap metal I want to dispose of, how do I find this business again?

Unfortunately this mistake is more common that you might think. So make sure that in the heat of the moment, when you’ve carefully crafted a great headline and compelling copy, that you don’t overlook the obvious. Always look at your message objectively – from the point of view of the person reading it. If you can also have a friend look at it for you, even better. That way you’re more likely to ensure you cover all bases and get the business you’re pitching for.

How to turn your website into a positive client magnet

Energy is a subtle force that you can’t always put your finger on. For instance you can be in a buzzing restaurant in beautiful surroundings eating great tasting food - but feel uncomfortable without really knowing why. The energy just feels ‘off’ and somehow negative. 



A common experience is when you look up a website and get instantly ‘turned off’ by its negative energy. Too much text crammed into a small space with great blocks of information and not enough space between the words and pictures soon has you tutting and clicking away. It’s as if the site owner is trying too hard to justify their services and get you to stay that in the process they defeat the entire object - and you’re out of there in a flash. 



But when you put time and effort into thinking through exactly what your customers need, what their problems are and how you can help solve them, your site becomes endowed with positive energy. This helps turn it into a magnet that attracts your ideal clients and holds their attention. Simply by caring deeply about their challenges, you automatically express your products and services in ways that make them want to find out more. 



So put time and energy into addressing the wants and needs of your customers and you’ll find it pays dividends in attracting new business and creating more sales.

Is your marketing message stopping your sales?

You may have heard the saying that ‘words get in the way of communication’. It’s initially a puzzling thought, but when you think about it, so much of communication is non-verbal. We pick up on body language and tone of voice as much as we do on the meaning of the words themselves. So when it comes to marketing your products and services it’s more essential than ever to have clear meaning.

Without a sales person there to express and respond to the potential new customer, the words have to work that much harder. Clear, simple, motivational messages that direct the reader to take a desired action are crucial. What’s more they’ll always be more compelling and successful than marketing that makes the reader work to understand whatever it is you want to say. 

So take a step back from your marketing and look at it objectively. Or get someone you know and trust to give you honest feedback. If they struggle to understand your message you know beyond a shadow of a doubt that you need to rewrite it so it’s crystal clear.

Does your website make people want to pick up the phone – or a red pen?

I was talking to someone the other day who had gone to a potential client’s website and was appalled at the image it portrayed. Poorly written, with spelling mistakes and bad grammar, it had made her want to pick up a red pen and draw thick red lines across her computer screen. In fact the writing was so unprofessional it had made her question whether she even wanted to work with the company.

Of course professionalism is essential if you want to give a good impression. But many people make the mistake of thinking that website copy is merely a matter of good punctuation, when in fact it’s a good deal more powerful than that. Good sales copy actually talks to your ideal clients in compelling ways. It makes them feel you understand their needs and that you are the perfect person to help them overcome their problems with the solutions you offer.

So whatever happens, and whoever writes your webcopy, make sure you have a strong call to action that has potential clients picking up the phone – and not a red pen.

Is your marketing fit enough to beat the competition?

I was at a classic triathlon event at the weekend in Swanage, Dorset. I wasn’t taking part, I hasten to add, I was there as a supporter. Yet even though I wasn’t directly involved in the  swimming, biking and running it was a very stimulating event. The energy, enthusiasm and excitement of the contestants was palpable.

Some of the other non-athletic supporters had brought their dogs along and you could see that their animals were also caught up in the moment. From a dog’s eye view it was all fast moving legs, flashing wheels and whirling spokes, not to mention splashing waves of windmill armed swimmers launching themselves into the briny. In fact the total sensory overload was almost too much to bear, causing the dogs to strain at their leashes. Given half a chance they would, beyond a shadow of a doubt, have joined in, too.

And it occurred to me that good advertising is like a well organised triathlon in many ways. It caters for a real need; attracts attention, creates and builds excitement; is well thought through and organised. From start to finish the ‘call to action’ is brilliantly mapped out with expert marshalling every inch of the way. Leaving everyone happy, content and glowing with satisfaction. Only without the aching knees, hips and back…

So in these competitive times, make sure your marketing is fit enough to go the distance.

Is it enough just to describe what you do when marketing your services?

Most of us living in the west are lucky enough to be able to write. So if you’re someone who enjoys putting pen to paper – or finger to keyboard – you’ll probably embrace the opportunity to write your own marketing material. After all, you know what you do better than anyone else.

However, being too close to what you do can sometimes make it difficult to sell your services to others. You need to be clear about how you express yourself. Think about how much or how little you need to explain your offering to a potential customer.

In written communications you don’t have the two-way flow that you do when you’re talking to someone one on one. So when a potential client reads your material it has to be powerful enough to answer all their questions and meet their needs.

Above all, make sure you are not just churning out an information leaflet, brochure or website. Because the essence of marketing is sales. So if your copy is not bringing you the business you want, take another look at what you are saying and see if you can make it more compelling - and drive the sale.

Does your copy give you confidence and make you look fabulous?

When you buy clothes, you select something that you like and that makes you look good, gives you confidence and that’s appropriate for the occasion you have in mind. For instance a business meeting, the beach or dining out at an expensive restaurant.

The same holds true for your copy. You want it to make your products and services look fabulous, give you and your customers confidence, and appeal to their needs. 

So how did you arrive at the copy you have? Perhaps you tried your hand at writing it yourself – and can easily run something up to suit any occasion. Or perhaps you bought something relatively cheaply that is fit for purpose but won’t necessarily last the course. Or, if you’re truly serious about attracting sales, you will most likely have gone to a professional copywriter for bespoke, tailor made copy that is making you stand out from the crowd.

Professional copywriting is a great term investment because high quality sales copy can be adapted for purpose and will last for many years, serving you well in any situation. Most importantly it will attract potential customers to you, help bring in sales and quickly pay for itself – over and over again.

Could your brand’s ‘tone of voice’ be losing you business?

There you were, thinking your brand was inanimate, impeccably groomed and well behaved. And now you discover it may have a tone of voice - and possibly an attitude to match. One that might even be losing you business.

So first things first – how can you tell what your brand’s tone of voice is? Well, just as when you speak to someone your tone of voice tells them whether you’re excited to see them, happy, sad and so on, the same is true with the written word.

Which means that if you aren’t clear or enthusiastic about the products and services you have to offer, it shows. People will rapidly lose interest and switch off by turning the page, throwing your leaflet, flyer or mailing in the bin, or clicking to another page on the web.

Brands are built by consistency of messaging. That’s why it’s so important to have a consistent tone of voice. One that injects energy into your brand and motivates people to buy or find out more. The energy comes from the enthusiasm you share about your products and services.

Of course fundamentally it comes from your products, services and target market. So if you’re a funeral director, instead of being enthusiastic, your tone of voice will be respectful, thoughtful and caring - as befits communicating with someone in mourning.

From web pages, to leaflets, flyers - and even company emails - consistency in your messaging and tone of voice will help build a powerful, reliable brand that can pay dividends.

So make sure everyone in your company knows your brand’s tone of voice. Because if it varies depending on who is writing your copy, your brand will suffer and you could lose sales.

Good copywriting is original

The internet is an amazing resource, but as with most things, you can’t believe everything you read. For instance, I was pulling together some inspiring quotes recently when I came across the following:

“Kodak sells film, but they don’t advertise film. They advertise memories.”

Great quote, which time and again on the internet is attributed to Theodore Parker. But a quick check on Mr Parker’s background shows that he was an American Minister who died in 1860 - which is 28 years before Kodak even came on the scene. And, of course, a minister is highly unlikely to be talking about the wonders of Kodak in terms of advertising.

Further research shows that the quote is far more likely to be that of Theodore Levitt, an American economist who died in 2006 and who proposed the following definition for ‘corporate purpose’ - rather than merely making money, it is to create and keep a customer.

Other errors I’ve come across include one in a map of Berlin which I discovered when I visited the city a few years ago. I had with me a guide book and a map I’d printed off the internet. And on arrival discovered that a road clearly marked on both maps simply didn’t exist – and never had!

The internet in particular is rife with errors. It’s such an accessible resource that many people seem to copy everyone else. And that’s definitely NOT what ‘copy’writing is all about! So if you want to stand out, be original and double check your facts and sources.

When it comes to websites, beauty is only skin deep

I’ve just been a little over ambitious with my designer looking WHSmith hole punch. I guess putting more than 3 sheets into it at one time gave it a nervous breakdown and the attractive, mauve plastic handle snapped. Oh dear.

As my local high street shops don’t include major stationery chains, I nipped into a local £1 shop to grab a bargain. Unbelievably, my replacement is not only cheaper than the WHSmith one, but is also made of metal. So whatever happens it’s unlikely to snap at me if I give it too much work to do.

Which just goes to show that all the bells and whistles in the world don’t mean a thing if the item in question just doesn’t work. Every element has to work together to bring about the desired result.

As it is with hole punches, so it is with websites. I’ve seen many websites that have all the latest sales techniques – from videos to free downloads. However the proof of the pudding is in the eating. And all too often websites can look great -  professional, sophisticated and cool – but lack clear, motivational messages and have no call to action. Potential clients therefore find it all beautifully confusing and leave without making an enquiry or committing to a sale.

So remember that above all, your website needs to have a strong sales message – without it, you could be wasting your valuable time and money. 

When less is more

When it comes to instructions, less is generally more. Often, it seems, the wordier the instruction, the more confusing it is to understand. This is especially true for products that are sold in various countries around the world and that are translated into many languages. Or even worse, are written in English for the global market by someone whose first language is clearly not English.

Ikea has an excellent solution in that they simply offer diagrams. While you still have to study them carefully, diagrams can answer a great many questions that poor writing simply can’t.

As with instructions, so it is with sales literature. When writing sales material, it’s important to think about all the questions that your readers are likely to come up with - and make sure you answer each and every one of them. Because in the absence of a sales person who can answer specific queries, it’s vital that you cover all bases so that nothing impedes the sale. Of course it makes sense to include at the end of the piece ‘if you have any questions, or would like to know more, please contact us on 1234 567890'. This then doubles as your call to action.

Regular communication speaks volumes about your brand

Something just happened to me that reminded me how important it is to remain in regular communication with your customers. A few days ago I placed an online order via a website I’d never used before, expecting to receive my goods the following day via first class post as the site stated.

When my goods still hadn’t arrived by day four, I revisited the company’s website to find a number to call. I was horrified to discover that there wasn’t one – just a postal address and an email link. Starting to wonder if I’d been scammed, I quickly sent an email requesting a refund – to which I received no response.

To my relief, the very next morning I finally received my goods. I emailed the company to let them know this, and also to express my dissatisfaction with their slow service, lack of a contact phone number and response to my email. Needless to say I still haven’t heard anything from them - and I certainly won’t be using their site again. So they have lost a potentially loyal client – and missed learning a valuable lesson.

Blogs, newsletters and marketing materials aside, regular communication helps build your brand. And customer care is fundamental in this. What’s more it’s a basic form of communication that doesn’t require any expertise. So take the time to look after your clients, because it could just pay dividends.