DawnaWrites

Copywriting? What is it and why should I use it?

admin — Thu, 19 May 2011 08:45:05 +0000

Copywriting (or writing copy) is the advertising industry's "official term" for writing to market products, services and ideas. This writing is different from journalism or writing a book because it's whole purpose is to persuade potential customers (honestly) to buy, read, or sign up for you service. Or to capture interest, appeal to human emotion and get your prospective customer to take a specific action.

Nearly every advertising agency or marketing department hires full-time copywriters or staffs an entire department of copywriters. These copywriters work together with graphic artists and marketing professionals to develop the creative brief. A creative brief combines of images and words to build brand recognition, establish trust and credibility with consumers, and sell products and services.

Target Market Development: the Prerequisite to Sell Products

Before beginning work on any copy your copywriter needs to know your target market. She'll ask you to describe your best customer. This is advertising 101 and your copywriter needs this information to know who to write to, to pitch your product.

During the target market brainstorming session, you'll define your ideal customer. This needs to cover demographics such as age, gender, economic status and location. Then gets into psychographics such as habits, attitudes, values and emotional needs. Once you sort these, you'll copywriter will know the best approach to reach your perspective customers. This helps your copywriter reach out and make an emotional connection with your readers so you can sell to them over the long term.

Copywriting and the USP

The Unique Selling Proposition (USP). A couple of short sentences defining what makes your company/product different from and better than your competitors. Some call this the elevator pitch or a simple way to clarify what you do and how it benefits the customer.

The AIDA Method of Writing Copy

A well-known acronym in the world of copywriting known as AIDA – Attention, Interest, Desire, Action. It's the series of emotions or actions you want the reader to go through with your copy… and the goal of every ad or marketing piece your copywriter writes.

5 Reasons Not To Hire A Copywriter

admin — Sun, 15 May 2011 16:39:40 +0000

Here's a business secret for you…

One I'm guessing might blow your mind and save you money instantly (but it might cost you in the long-term).

Not every business needs a copywriter!

You’ve Word on your computer… you've got the English language covered… you've built your business from the ground up. Why would you spend money on a copywriter?

Give me three minutes to convince you.

Here's five reasons business owners choose not to hire a writer and why you might want to consider doing so:

1) No-one understands my company or products better than I do – so I’ll do it myself.

You’ve put years of blood, sweat and tears getting your business off the ground and running. Why would you waste time trying to get a copywriter up to speed when you could just cut out the middleman and write your content yourself?

You know your company inside and out!

Ummm, that's not the point.

It’s not about how much YOU know about your business.

It’s about showing how your company or products will help your customers with their problem, so they'll buy from you.

Business owners tend to get immersed in their work and lose the ability to look at their business objectively, the way a potential or new customer would.

A copywriter brings to the table this objective perspective. She's able to recognize what kind of information someone unfamiliar with your product or services will be looking for.

When was the last time you analyzed your own target audience? – be honest now!

A copywriter does, every time.

Think of your copywriter as a fresh pair of eyes on your marketing.

A copywriter can craft clear, concise and compelling content, designed to convert website visitors into real customers, while allowing you to focus on your existing clients, business core and your bottom line.

2) It’s only words – anyone can write those, can’t they?

Not really.

But you can give it a go – you received great praise from your teachers in your High School English classes. You know you’re a good writer; your teachers told you so!

While this may be true, let's keep in mind there is much more to writing copy than your knack for the technical parts of writing, such as grammar, punctuation and spelling.

Copywriting is a whole other beast.

You need more than trying to impress your readers with your fancy vocabulary and ability to set the scene; you need to use language addressing their issues… what result they want… and gets them to buy your product!

A trained copywriter nows how to put the right words in the right order. And in the right places. Getting things in the wrong order will confuse potential buyers, make things sound more complicated than they are and simply put people off making a purchase.

A copywriter knows the questions your customers ask… puts them in a logical order… and answer them.

Why does this matter?

Well, the more you think like your customers, the easier it is to overcome their objections to buying your product.

Make things easy for your customers, and you’ll find they read on. And while you’re at it, you’ll make it easier for them to buy.

3) We can’t afford it.

How long do you think it will take you to write the copy you need?

Not sure? Have a guess – then double it – that’s your first cost.

Now grab a calculator and work out what else you could have been doing with the time you just spent working on your copy – that’s your second cost.

Have you written great copy?

Ummm, maybe, maybe not, which means you’ll probably lose out on sales - that's your third cost.

You’ve just ‘spent’ three times the cost.

Don't you think it's better to spend once and get a professional to do it for you?

And here’s another thought…

Companies often spend tons of money on corporate design, branding and their website. I’ve seen some beautifully designed websites filled with crummy copy.

It’s like buying a perfect designer outfit for the once-in-a-lifetime red-carpet event… and wearing muddy shoes!

Think about your overall impression to your prospective customers.

Professional copy is as much a part of your brand as your logo. Get the copy wrong, or out of step with your design, and you risk sending mixed messages. And no-one responds to those.

4) My marketing person writes all of our copy.

My personal favorite. See reason 1.

Even if your marketing guru is a copywriter (unlikely), or thinks they are (much more likely), their job is to run the company, not write copy.

You believe your existing copy is an accurate representation of your products and services, but perhaps you need to ask yourself, “What has it done for me, lately?”

Is it bringing new customers into your store?
Are people visiting your website?
Are they sticking around your site, and coming back for more?
Are potential clients calling or emailing you?
Are your sales reaching and exceeding targets?

Well written copy can help produce all of these results, so if your current website isn’t delivering, perhaps it’s time for a makeover.

Besides, if your marketing person is doing your writing, then who is doing your marketing?

5) We use an agency.

Great – at least you're getting an objective view on your marketing communications. But please, take a minute and make sure the agency uses a copywriter. Not someone who's working under "other duties as assigned" and not too happy about it!

Designers are designers – copywriters are a different breed entirely.

Of course, the two can work hand in hand… and when they do the results can be amazing. Make sure your agency is giving your work to a qualified copywriter, one with a proven track record. And make sure it’s not a designer or account manager writing your copy.

Any other reasons? Let me know. Or even better, let me handle your next copywriting job and see for yourself how professional copywriting can make a difference to your business and sales results.

7 Ways to Help Your Copywriter Help You… And Your Business

admin — Sun, 15 May 2011 16:35:28 +0000

You hired a Pro… Now help her!

You thought you could write your website copy yourself. Then you realized hiring a professional copywriter would give you the results you want.

You’ve checked out portfolios and selected the person with the skills to match your needs. You sent her what you wrote… you’re ready to get your copy… but guess what?

Your job isn’t quite done yet.

To get the best from your copywriter, you’ll need to give her a bit more help.

Provide Information.

She’s a professional copywriter and knows her craft. She’ll put together clever sentences, use words like magic, and ensure prospects line up to buy your product. But, she needs to know a lot more about your business.

Provide her useful information, verbal or written, so she can put your message together in a compelling fashion.

The Big Picture.

Let her know about your marketing plans. You want your website, e-zine, email, social media, etc. to have the same message. She needs to understand you marketing strategy before she touches her keyboard.

Realistic Deadlines.

Create a timeline for each step of the project. Providing your copywriter with deadlines also sets time goals for yourself. For example, the date you give for first draft copy should set a goal date for your review completion.

Make sure enough time is provided for each step. This ensures the best end result.

A Quote for Every Project.

Working with your copywriter, list out, in detail, what each project will entail and get a price. This way, both parties know what is to be done and both approve the work before it starts.

Let Her Do Her Job.

She’s a skilled professional, don’t micro-manage. Let her work her magic to bring the text alive with your message.

Revisions? Of course.

She’s not a mind reader. She’ll write a draft based on what you’ve told or given her to work with. Some tweaking may be required. Give constructive, not angry feedback, and then let her make the changes.

Proofread the Final Product.

She should provide a perfect final draft, but mistakes happen. And keep in mind, what may be a wording choice for her, seems wrong to you. Just ask.

It’s your responsibility to proofread the text for typos, punctuation, and, grammar… another set of eyes never hurts.

Be Nice.

Treat your copywriter like a partner, you’ll both gain. She wants the finished product to meet your needs and will work hard to get there. It’s better to work together and meet your goals.