Copywriting Tips

 or

How to sell snow to Eskimos

As I explain on the copywriting page, it's essential to use the right words in your business communications. If you hire me, I'll make sure that happens.

But if you'd like to have a go at writing your own material, here are some copywriting tips for you:

• Always, always, ALWAYS, remember the WIIFM rule.  WIIFM  stands for What's In It For Me, and it's the main question your potential customer is asking themselves. They (rightly) don't care about your cash flow or sales targets. They care about getting their needs met. So make sure everything you do is telling them WIIFT: What's In It For Them. 
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• On this note, make the writing personal. Say *I* rather than *We* as much as possible, and use *You* as much as is appropriate. All written communication is, at heart, a conversation between two people. The more the reader feels that you're writing directly to him or her, the more powerful is the message. 
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• Along the same lines, don't speak of yourself in third person. People have somehow got the idea that this sounds more professional. But it actually distances the prospect from you which is not a good idea. People do business with people, and showing that you're a real person doesn't diminish your professionalism. 
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• Think benefits not features. The classic example is that nobody ever bought a drill because they wanted a drill. No, people buy drills because they want holes. So concentrate on what your customer will get out of using your product or service. A few examples: a stunning haircut is a feature; feeling beautiful is a benefit. Excellent copywriting skills is a feature, getting more customers is a benefit. 
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• Make sure you get the tone of writing right. Is it formal, chatty or friendly? Make the tone appropriate for the business - a solicitor would be more formal than a c  rèche. 
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• Don't use passive voice. Again, people have somehow got the idea that it sounds more professional, but it doesn't. It just sounds weaker. For example, don't say, "Your project will be carefully looked after." At the very least turn it around to say, "I/we will look after your project properly." 
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• Give your writing punch. A better example of the above would be: "We'll look after your project like our lives depended on it." (Assuming that that fit in with your tone. But regardless of your tone, find a strong statement to fit in with it. Do you see how this isn't as easy as it sounds? Hence the benefit of hiring a professional.) 
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• Use power words. For example, instead of saying, "Learn how my product will help you," say, "Discover how my product will help you." Can you see how much more enticing that is. Learning is a chore. Discovering is exciting. 
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• Make sure your English is perfect and mistake-free. Prospective visitors can only judge your professionalism on what they experience - and if you let mistakes through it shows that you're careless about detail. That will raise questions in their minds about how well you do your product or service.
  
  Again, if English isn't your strong point, then hire somebody. People think writing is easy because everybody does it - nothing could be further from the truth. Nobody thinks that having a sing-song down the pub qualifies you to sing opera, after all. 
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• Having said about being mistake-free, don't be afraid to use colloquialisms - again depending on your tone. When you know the rules, you know when you can break them. An example to make this clearer: make sure to use words like *your* and *you're* correctly, but you can use part-sentences effectively. Like this. 
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• Rewrite, rewrite, rewrite. You won't get it right first time, and nor should you expect to.
  
  In fact, in my experience this is one of the biggest hurdles facing non-professional writers, that they beat themselves up over their first draft. Professional writers KNOW the first draft is going to range from bad to awful. It's the second draft which improves things. Then the third one, the fourth one and so on until the writing is smooth and polished.
  
  The end result, such as this whole website, should read as though it was just tossed off the top of your head, but in fact making it look easy is hard and takes a LOT of work. Be prepared to put the work in. (Or, at the risk of belabouring a point, get somebody else to.) 
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• As mentioned on the Look&Feel  page, use lots of white space. Short paragraphs are your friend. 
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• Be concise. By which I mean, don't waffle. But take as long as you need to say what you need to say. (Easier on a website than in a brochure, I know.) Once the information is interesting and relevant, it will be read. And if it's not interesting and relevant, even short text won't be read. 
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• So make it interesting and relevant. Know who your prospect is so you can tailor your message for them. Keep to the point. Have one basic message and stick to it. 
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• Write simply. Don't feel you have to use big words to look more professional. It's not necessary and indeed it's counter-productive. 
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• Always include a call to action. Tell the reader what you want them to do next. 
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• On that note, if the above has convinced you of a) the need for powerful copywriting and b) the complexity of doing it right - then give me a call and see what I can do for you. 
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