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.