Want to be a copywriter?

You want to be a copywriter…

You are probably just starting out, and want to know how to write genuinely compelling and effective copy that actually does its job. (Whatever that job may be – copywriting isn’t just about selling.)

Before you jump in at the deep end and learn how to write the text, you need to be sure you have the attributes to become a top copywriter.

Writing Skills
Plain and obvious. Or so you might think…

The beauty of copywriting is you don’t need to be a literary genius. You don’t need to have an English degree.

Writing copy is all about engaging the reader, putting yourself in the readers’ shoes, and writing as the customers speak.

While you should be aware of correct grammar – it can sometimes be a sin to obey it in copywriting.

Imagination
You don’t need to be a literary genius and you don’t need to be a ‘creative writer’.

Long, waffling descriptions is an absolute no no for copywriters. Short, simple and concise is the key.

But you do need an active imagination. Think of breakfast cereals. Quite a mundane product to sell. But if you watch the TV, you’ll note that good copywriters are always coming up with new, inventive ways to advertise breakfast cereals.

A businesslike approach
Most, if not all, of your clients will be business people – often in senior positions. They want to know they can trust you with their business, and rely on you to generate sales.

The last thing they want from a copywriter is someone who is going to give them a headache. You must be professional at all times.

Attention to detail
Journalists have the pleasure of sub-editors. Freelance copywriters don’t. You are the producer, designer, writer and editor of your own work.

Self motivation
Especially important if you are freelance. Hard work and self motivation are inevitably rewarded.

Although you don't have a boss (as such) standing over you, telling you to work harder and work faster – you still need to put the hours in and stick to deadlines.

Easygoing temperament
Like ghostwriting, copywriting is all about suppressing your own ego.

The customer is always right – even when they are obviously wrong.

You client is your customer. Your client pays your wages. Don’t risk falling out or arguing with your wage-payer because you disagree with his/her approach.

Listening and questioning skills
On average, you’ll get around 15 minutes worth of brief from your client. You need to know exactly what is required of you. Do not be afraid to repeat questions and do not be afraid to ask as many questions as you like.

The more questions you ask, the more detailed your brief, the better your copy. The more questions you ask, the more enthusiasm this shows to your client. This can help towards gaining future work from them.

Adaptability
You need to be versatile. You need to be able to write about anything. If you narrow down your topics too much, you risk your copy becoming trite and predictable.

You also narrow down your chances of finding regular work.

Persuasiveness
Not just to convince potential clients that you are the copywriter they need, but if there is one key feature of copywriting it is this:

The goal of a copywriter is to influence a reader to change their attitude or behaviour.

Can you persuade someone to buy a product? Change political party? Apply for a job? Stop smoking?

People skills
You need to be sociable and a ‘people person’.

You may be working for a mechanic one week and the director of a multinational blue-chip organisation the next. You need to be able to talk with them in their language.

People buy from people they like. At any stage of the spectrum.

You need to be able to prove to potential clients that you understand them and understand what makes their business tick.


So there you have it; the skills to be a pro copywriter.

Do you have the necessary skills?

Well, that doesn’t really matter. The more important point – are you willing to work at these skills? If the answer is ‘yes’: enjoy your career as a successful freelance copywriter.

Writing For England
www.writing-for-england.co.uk

How to create a highly effective Advertising Flyer

Flyers are a great way to grab attention.

They are an inexpensive and effective way to advertise your business to a large selection of people.

But with so many companies using advertising flyers, how can you make your flyer design stand out and be noticed?

How can you produce a no frills flyer that will have people begging to buy from you?

First of all, like in any form of marketing – or business for that matter – you have to establish your audience. You cannot market to everybody all at once.

Know your audience and tailor your flyer to this group.

Before we go into the copywriting side, let’s take a quick look at the basic format of a killer flyer.

One focal image is better than lots of smaller images and logos. If you are producing a flyer to show-off a new toothbrush – use one large picture of a toothbrush. This shows people immediately what the flyer is all about before they have even read anything. There is no need to confuse them with lots of different images – it will simply put people off, and they won’t bother reading.

Black text on a bright (preferably white) background. Stick with it. It’s simple and easy to read. Don’t confuse people with fancy colour combinations – this will not increase your sales – quality copy will – but they have to be able to read it first.

Always leave lots of white space. Text-heavy flyers are suicide. They don't work. If you have long, complex sentences - break them up into bullet points. Less is more. A flyer has to be easy on the eye.

And finally, as far as general content goes – always offer something for Free. Never produce a flyer that doesn’t offer discounts.

Now for the copy

I read somewhere that the Greek philosopher Aristotle came up with this basic concept that still applies today:

Attention
Interest
Desire
Action

Attention
When designing a flyer, you should be spending at least 50% of your time on your headline. The headline grabs attention. This is the most important aspect of the flyer

Providing you have a great product and a great offer, that will sell itself. Putting yourself in the position to pitch your product to someone is what the headline is all about.

Your headline should have two components. It should create curiosity. Entice the reader to want to read more.

Perhaps most importantly, it should have people thinking that reading this flyer will be of benefit to them.

For example: “New Toothbrush from AquaClean fights tooth decay in adults”. Clearly a benefit is there for adults and people wary of tooth decay. This will encourage all concerned to read on.

Interest
Let the relevant people know that it is relevant to them. Address a common problem and state how you and your product will solve the problem.

For example: “Are you tired of having to clean your football boots?” Solve it: “This product cleans them for you”. This creates an interest for all the people who at any time have to clean their football boots. The more specific a demographic group you can reach – the better.

If the flyer speaks directly to them – so will the product.

Desire
This is where you state the benefits. You have told them what the problem you will solve is – now its time to say why they should take a strong interest in you and your product. Testimonials can do this well.

The features – benefits approach is the best method. This applies to any form of copywriting. The ‘Interest’ section states the main feature and attracts the right audience – ‘Desire’ tells them why they need to buy and what they will get out of buying. I.e. they’ll save time and money, and be happier in doing so.

Action
Call to action. Such a simplistic element but you cannot forget or overlook this.

Call Today!
Send us an email!
Visit us at…!

Tell them exactly what they need to do in order to get your wonderful product. Always provide a phone number, email address, web address and physical address where possible. Different people like to contact you in different ways. Give them every opportunity they could need to contact you.

Providing a physical address helps with credibility and is particularly useful if you are a local company attracting local customers – it shows you are nearby and have a common bond with them.

So there you have it, an excellent, simple, effective flyer in no time. For more information, and exercises to help with the content of your flyers, just drop me an email: info@bentyson.me

www.writing-for-england.co.uk

Customer Service Enters the 21st Century

How can you use Facebook and Twitter to substantially boost your business?

The extent to which Social Networking and Social Media websites are used is spiralling almost out of control. Hundreds of millions of people from all over the world are now logged on to these interactive websites. That’s a lot of potential customers, right?

There are still some very stern and astute marketers out there who believe you cannot make profit from the use of Facebook, Twitter or YouTube. I for one, am pretty pleased to be in competition with them.

With consummate ease you can find masses of people who are interested in the services you have to offer.

People buy from people.

It is so easy to interact with and meet new people.

‘People’ means ‘Customers’!

Establishing relationships with contacts on Twitter and Facebook is the equivalent of providing great customer service in your business place. The whole point in providing great customer service is to establish a relationship with the potential customer.

The first thing that crosses the mind of a customer in a purchasing situation is: “Do I want to do business with this person?” If the sales person is stroppy, has a bad manner, or has no time for the customer’s individual needs – then the answer will be a firm “No”.

By being polite, friendly, helpful and informative, the salesperson develops a relationship with the customer. They are more likely to want to do business with this person than they are with anybody else.

The same rule applies online. However, online, it is much, much easier.

Social Media is all based on relationships. There is no point in being on Facebook if you have nobody to interact with.

Social marketing is based on the relationship you have with your followers, prospects and customers. You cannot create a website and create a Twitter account and then expect for sales to shoot up. You have to work at it over a period of time – gaining followers and gaining trust.

People love to feel connected. It is part of human nature to feel like you want to be part of a group and have connections with like-minded people. Therefore most people will be responsive to your outreach of wanting to make a connection with them. Obviously you can’t just bombard them with “buy my product buy my product buy my product” – you have to work at building a relationship and building that level of trust.

Comment on what they are tweeting, help them when they ask questions and ask them plenty in return; let them know that you need their help and encouragement. Let them know that you trust them; this will make it an easier decision for them to trust you in return.

In addition to the theory that you cannot constantly be “throwing” your products in the faces of customers (“buy my product buy my product”), it is important to remember the one basic rule.

The number one rule:

People buy from people.

Do I want to do business with this person?

Relationship is key. You must build a relationship with customers first. And during. And after.

Generally, about 80% of your tweets, messages and interactions must be social. These are social networking sites after all. Don’t barrage potential customers with products. It will scare them away.

You need to show them that you are human. You are normal. You are just like them. You can help them. How? “Oh, I notice you need some help with your business…I think I may be able to help you there.”

Only 20% of your outgoings on social networking websites should be marketing based. It’s all about who you are, and not what you are offering. People go on these websites to connect and form relationships. Let them do this with you, and they will be much more likely to trust you when they have a business requirement.

As an extension to online relationships, Tweet Ups have formed all over the world, giving the chance for users of social networking websites to meet up and get to know each other in person. This forms a great opportunity to gain real trust with your contacts.

If you get a chance to attend a Tweet Up in your area, this is a perfect way to introduce yourself to the people you have been making friends with online.

People buy from people, remember.