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.