Webcopy Tips

According to Phil Allcock, Director of Copywriting for The Marketing Compass many websites are written as if they are brochures.

However, research has shown that websites are read differently from printed material. People tend to scan them rather than read them. This means that the text has to be in easily digestible, bite-sized chunks with plenty of sub-headings and bullet points. This enables the casual visitor to see the key messages, even though they are just scanning the site.

In addition, Phil suggests that:

* Sub-heads should be eye-catching
* Webcopy should be customer-facing and written in the 'language of benefits'
* Calls to action should be woven into the text

All the best,

Nigel
www.nigeltemple.com

Founder of The Marketing Compass, the marketing mastermind group for independent professionals and small business owners.

*****Join The Marketing Compass and recieve a free marketing toolkit*****

Before you start to write a piece of copy...

To a large extent, marketing communications is all about the written word. For example: articles, blogs, website content, newsletters, advertisements and direct mailshots.

Here are some tips which may help you in this key marketing area.

Before you start to write a piece of copy (i.e marketing words), take the time to decide on your objectives. What, exactly, do you want the reader to do?

Always plan your writing, in terms of the structure and sequence of the words. You can then produce the first draft and subsequently edit your work. (Notice that these are two separate stages).

Before you begin to write, visualise a typical member of the target market you are writing for. How old are they? Are they male or female? What sort of job do they have? This will help you to write more convincingly.

Within my book, 'How to Get Clients to Come to You', there is a section on copywriting. It includes step-by-step advice. Click here to read about the book.

If you feel that your marketing words could do with a boost - by all means get in touch with me and I will give you some feedback.

I wish you all the best with your marketing!

Nigel
www.nigeltemple.com
Tel: 01628 773128

Founder of The Marketing Compass - keeping your small business marketing moving in the right direction

Writing effective marketing words

Do you love to write? Successful marketing communications depends upon professional writing. If you're not a writer, I recommend seeking the help of a professional copywriter. ('Copy' means 'marketing words'; hence 'copywriting' is the process of writing words to promote a business, product or service).

If you are going to write your own copy, it is essential that you learn professional copywriting skills.

Good writing is critical for the following promotional techniques:

* Advertisements
* Brochures
* Direct mailshots
* e-shots
* Flyers / leaflets
* Newsletters
* Postcards
* Press articles
* Press releases
* Websites

Here is a five stage process for a piece of effective promotional copy, based on the AIDCA model:

1. Attention: headline or opening line

2. Interest: product description

3. Desire: the offer / proposition

4. Conviction: the guarantee / reassurance

5. Action: call to action

This model can deliver excellent results. Give it a try if you are thinking about writing your own copy.

If you would like to professionalise your copywriting, click here.

Copywriting is covered in Stage 6 of my book...
...click on the book cover to read all about it!


All the best with your marketing,

Nigel
www.nigeltemple.com
Tel: +44 (0)1628 773128
Marketing consultant, speaker and author

How to place articles in the media

Articles are a great way of raising your profile. You can use them to establish yourself as an expert in your field. In addition, they can generate high quality sales leads. Here are the steps to take, if you want to place an article.

The first rule is: never write an article – and then try to find a home for it. Always ‘place’ your article first and then write it.

Find a publication (or website) which is read by your target market – and which accepts ‘by-lined’ articles. ‘By-lined’ means that the article has been written by an industry expert. Their name appears at the end of the article.

Contact the Editor or appropriate journalist (e.g. a Features Editor). If you are doing this by phone, here is how the conversation might begin:

YOU: ”Hello, my name is John Smith, calling from ABC Limited. I was just wondering whether you accepted by-lined articles?”

EDITOR: “Yes, from time to time.”

YOU: “That’s great. Well, I have an idea for article along these lines…..”

Note that by asking whether they accept by-lined articles, you received an early ‘Yes’. As professional salespeople will tell you, the more they say ‘Yes’, the better.

You would then proceed to outline the idea for the article. Offer to send a synopsis (i.e. brief outline) of the article by email.

Finally, you need to agree how many words the Editor wants the article to be; when they want to see the first draft by; and whether any photographs or illustrations are required.

Your last challenge is to get the writing done! If you would like to discuss copywriting services, by all means get in touch.

All the best with your marketing,

Nigel
Web: www.nigeltemple.com
Email: nigel@nigeltemple.com
Tel: +44 (0)1628 773128
Marketing consultant, speaker and author