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.