Category Archives: copywriting

Telling it like it is – the art of public speaking

Everyone knows that speaking in public is challenging…

Some people find it exhilarating and others just want to curl up and die. Either way, it is easier to do if you have a well-written, well-rehearsed speech.

As a past president of a Toastmaster’s International branch,  I am well-placed to help you, not only with your speech but also with a few tips and tricks to overcome nerves and increase your confidence.

The audience wants to hear what you have to say

Unless you’re on the hustings or you’re a PR Manager in damage control then it is important to realise that most of the audience starts off by wanting to hear what you have to say.

Engage their interest

If you can engage their interest and a build a rapport with them in the first few minutes then the rest should be plain sailing. This is where a good speech writer can be invaluable. A strong opening to your speech will set the tone for the rest of the delivery.

What makes a good speech?

Good speeches have several features in common. These are:

  • They are not overlong
  • They establish a rapport with the audience quickly
  • They are not read
  • They have been well-rehearsed
  • They are interesting
  • They use language the audience can understand – this means that for a generalist audience you would not use jargon or technical terms without explanation.
  • They have a beginning, a middle, and an end
  • They leave the audience with something to ponder – it could be a challenge, a joke or a new way of looking at something.
Make a memorable speech

Whatever the occasion, make your next speech memorable and ask The Copywriter Online to write it for you. We can help you with Business Presentations, Luncheon or After Dinner Speeches and Information Events. Contact The Copywriter Online to talk about your next speech.

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Add a blog to your site

Bring your website “alive” with a blog

Blogs are great for keeping your site up-to-date and as a tool for regularly communicating with your target audience. They don’t have to be lengthy, even a couple of paragraphs once a week is sufficient to maintain the relationship with your customers and potential customers.

What is a blog anyway? OK, I know by now most people know but just in case you don’t…

A blog is an online journal. It’s what you’re reading now. The name derived from web log. Blogs make your website interactive and interesting instead of just a series of electronic brochures. You get to hear what your customers like and dislike. You get to respond and you get sales leads. Technorati – a site devoted to publishing the latest blog contents as they hit cyber space – currently tracks 112.8 million blogs! So you can see that if you’re not blogging then you’re conceding the ground to your competitors.

The pros and cons of blogs

As with anything there are pros and cons to incorporating a blog onto your site. Here is a list to help you evaluate their usefulness to your business:

Pros
  • they make your site more interesting
  • they allow you to interact with your customers
  • they let you react to things quickly
  • they have an immediacy that a static site doesn’t have
  • they provide you with sales leads
  • they let you see into the minds of your customers allowing to you develop products and services that they really want
Cons
  • they take time to research
  • they take time to write
  • they make your site look dated if you don’t post regularly
The Copywriter Online can blog for you

Most business people are time poor and a blog comes a long way down their priority list. We like to make life easy for our customers and that’s why we offer a blogging service. We can write – and research too, if required – your blog for you. Call us today for a quote on your blog and bring your website up-to-date.

You can choose to have a well-written website…

or you can choose one that ranks well with search engines…

or one that sells…

If you want all three we can help you, but it’s your choice.

There are several factors that decide how well your site ranks with the search engines. One of them is search engine optimised (seo) copy. So, if you’re looking for well-written copy that assists with search engine ranking AND that sells, then we can help.

1. Don’t sacrifice effective selling copy in order to rank well – you need both!

Some seo copywriters sacrifice the selling effectiveness and communication component of their copy just to get a good search engine ranking. Don’t do it! It’s a waste of time and money. There’s no point having thousands of visitors to your site if you can’t convert any of them into customers. Make sure you hire an seo copywriter who can write to sell as well.

2. Get ahead of your competition

With professional seo copywriting your website can be an effective tool for gaining more business; for communicating with your existing and potential customers; and for selling more of your products and services.

3. Ask us about other seo strategies…

At The Copywriter Online we can advise you on other techniques and strategies that you can employ to legitimately raise your search engine profile. Contact us today and ask us for a quote to write seo copy and web content for your website. Read our testimonials to see what our customers think of us.

Is your website actively selling your products or services?

The content of your website is more important than the way it looks!

Don’t get me wrong! It is important that your website looks professional and attracts your target audience. However, it’s even more important that your message is clear, interesting and persuasive. The New Year is a great time to take a look at your site and see if it’s really performing the way you would like it to.
Many businesses spend thousands of dollars on fancy looking sites that don’t sell well. Why? Because the content is poor. It doesn’t engage with the website visitor. It doesn’t interest them, it doesn’t tell them what they want to know and it doesn’t encourage them to stay.

Amateur vs Professional

No company would pay thousands of dollars for a double page spread in a glossy magazine and then let an amateur come up with the concept, the copy and the design. So why do they do that very same thing with their websites? Writing copy for the web is an art and a science. I have done a lot of research into what works and what doesn’t and I can help you to make the most of your investment in your site.

Your website is a promotional tool

A website is a promotional tool. It shouldn’t just be a “presence”. Most businesses invest large sums of money in their sites and they don’t see a return on that investment. Let me help you to communicate with your customers by writing web content that is clear, easy-to-read and relevant.

Don’t throw thousands of dollars of web investment away for the want of a few hundred dollars worth of professionally written content.

Know when and where to spend your business dollars

There are places where you can save money by doing things yourself and there are others where you need to call in the professionals. Make sure you know which is which. If dollars are tight but you know that you need professional copywriting then do some of the legwork yourself to reduce your costs. If the copywriter has to do a lot of research then the job is obviously going to be more expensive than if you give them a full, properly written brief. (If you don’t know how to brief a copywriter click here for details.)

Happy New Year! Make it prosperous with a website that really works!

Commonsense Marketing

Despite what some people will tell you, marketing isn’t rocket science! If you use commonsense, perseverance and diligence then you can implement a marketing system that will work for your business.

Target, measure, evaluate and refine. The four most important words in marketing!

Do you know which of your marketing initiatives work and which don’t? Do you know how well they work and do you know how to capitalise on them?

Too much to do, too little time!

This is the problem most businesses face these days. They are so busy running their businesses that they don’t have the time to market their businesses well or consistently. That’s why it’s often useful to employ a professional marketing communications consultant to do the work for you.

Targeting

Many small businesses have a hit and miss approach to marketing. They spend time, money and effort on direct mail and other marketing campaigns yet they don’t put enough care into targeting them properly. Consequently they experience poor to indifferent results.

Measuring

There are several ways of measuring the success of a marketing or advertising campaign but they should all involve the dollar value received vs the dollars outlaid. Many businesses will just note how many enquiries they got from a particular campaign rather than how much revenue the campaign generated. This information is vital because it tells you how accurately you are targeting your communications.

Evaluating and refining

Evaluating a campaign is important to allow for fine tuning. It is important to refine either the message, the medium or the offer in light of what your evaluation reveals.

Follow up

This is an area where many businesses fall down. They go to a lot of expense and effort and then they don’t follow up their leads properly or enough. There are lots of examples where companies have run campaigns, people have responded asking for sales information and yet they never receive it!

Marketing system

This marketing system is based on the perpetual feedback loop of target, measure, evaluate and refine. At The Copywriter Online we can help you to implement it, or we can implement it for you. You are in control at all times.

Content vs Looks

This is another of my articles that I used to offer free on my website but I think its message needs emphasising so here it is.

The content of your website is more important than the way it looks!

Don’t get me wrong! It is important that your website looks professional and attracts your target audience. However, it’s even more important that your message is clear, interesting and persuasive.

Don’t waste thousands of dollars on a pretty website that doesn’t do its job!

Many businesses spend thousands of dollars on fancy looking sites that don’t sell well. Why? Because the content is poor. It doesn’t engage with the website visitor. It doesn’t interest them, it doesn’t tell them what they want to know and it doesn’t encourage them to stay.

Amateur vs Professional

No company would pay thousands of dollars for a double page spread in a glossy magazine and then let an amateur come up with the concept, the copy and the design. So why do they do that very same thing with their websites? Writing copy for the web is an art and a science.

Can’t afford a professional web copywriter?

If you can’t afford a professional web copywriter to do your whole site, I have some suggestions to help you make the most of your website until you can raise your promotional budget. First, if at all possible, at least pay for your homepage to be professionally written and search engine optimised. Second follow the simple rules in my article Tips for writing for the web.

Your website is a promotional tool

A website is a promotional tool. It shouldn’t just be a “presence”. Most businesses invest large sums of money in their sites and they don’t see a return on that investment. So take the time to refine your message; write it – or get it written for you – in a way that really resonates with target audience, and then monitor it’s success.

Well-written material adds value

If you export or import into English speaking countries and the written material supporting your product or services is written by non-native English speakers, then chances are that you are not realising the full potential of your business. If the quality of the written English is poor then your products or services are perceived as being inferior even though they may not be.

Increase the price potential of your product

If you want to increase your sales and the price you can ask for your products then you need good quality, English written materials. A good quality product with a poorly written English manual will never achieve its price potential.

Cost/benefit analysis

It’s tempting to say that price is king and that by employing a copywriter you’ll be increasing your overheads. That’s not the whole truth though. A poorly written manual can result in many more support calls and product returns than a clearly written one with easy-to-follow instructions. A copywriting fee is a one-off investment; support calls and product returns are ongoing burdens on your business.

This article was written by Munaiba Khan of The Copywriter Online, an online business that offers professional copywriting by native English speakers.