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.