Is your business ready for Christmas?

It might only be September, but this is the most important time of the year for most businesses.

Autumn is the time when everyone officially starts planning for Christmas and New Year. But before then there’s Halloween, Bonfire Night and Black Friday to get out of the way.

Thinking about your website and marketing strategy now is important. It will save you time and help spread your budget. Plus, the sooner your hire a copywriter, the more time you have to get it right, which means less stress.

Here are just a few things you might need to consider hiring a copywriter for over the next 4 months…

  1. Press releases

Is your business going all out for Halloween or are you looking to entice shoppers with an earlybird Christmas offer? Perhaps you’re running a completely different kind of Black Friday promotion this November? Whatever your activity, a press release can make sure it reaches a wider audience.

Local press loves covering topical stories, and a well-written press release could get you featured on local radio and in the regional magazines and newspapers. If you sell online, a good press release could get your business or product reviewed by bloggers and vloggers or picked up by specialist publications in your area.

  1. Promotional copy

Perhaps you’re running a special pre-holiday spa retreat for stressed out shoppers. Or you want to promote that stunning new range you’re getting in especially for Christmas. You could even have a special offer you want to give your most loyal customers.

Whether it’s leaflet or email copy you’re after, a copywriter can make your words all the more enticing.

  1. Brochure content

A new year, a new start. Many businesses want to showcase their new services, collections and events around Christmas when their traffic is at its peak. From product descriptions to welcome pages and featured items, having a copywriter craft the words for your new brochure or programme will give you a professional edge.

  1. Social media content

In the run up to the biggest shopping days of the year, having a presence on social media is a must. Many shoppers flock to a company’s Twitter and Facebook streams ahead of their physical outlets to see if they can get their hands on the latest products, competitions or time-limited discounts.

Your Twitter and Facebook accounts need to be on red alert right from October. A copywriter who is social media savvy can help compile content for your marketing strategy, making your online presence easier to manage.

  1. Web copy

If you have a website and offer any kind of service, chances are your traffic will be booming in the final months of the year. Or at least it should be.

Enticing your customers with seasonal messages and news, promotions, and well-written content is crucial to securing that all-important transaction. At the end of the day, if your content isn’t up-to-date, accurate and reassuring, your customer will have doubts about parting with their money. Think about overhauling your homepage or landing page copy and increasing your traffic with useful blog posts or strategically placed SEO articles.

September through December are the most important months of the year for almost all businesses. Start planning how you’re going to make the most of the holiday rush and hire a copywriter who can afford to spend the time crafting quality content that does the hard work for you. Contact me today for your free and informal consultation.

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Could a proofreader stand between you and success?

When the words have to be perfect, it’s always worthwhile getting another pair of eyes to look over your work.

Hiring a proofreader could be just what you need to ensure that important document or piece of copy is error-free and ready to go.

Many people hire the services of a freelance proofreader or copyeditor. They include:

Writers, editors and publishing houses who want to ensure their articles and books carry authority

Authors and self-publishers who don’t want readers distracted by mistakes in their novels or eBooks

Students who want their academic essays, dissertations, research proposals and funding applications to be successful

Businesses looking for someone to double-check for potentially costly errors in their adverts, policy handbooks, website content and brochure copy

Job-seekers eager to make a professional impression with their CV, resume and/or cover letter

What does a proofreader do?

A proofreader will go through your work and check for mistakes that would compromise the quality of your work. Typically these include spelling and grammar errors. They can also check for things like consistency and formatting, for example, UK vs US spelling, capitalisation and favoured uses of punctuation.

The difference between a copyeditor and a proofreader

You might be struggling to put together a document, content for a website or even advertising copy. Perhaps you’re not sure which are the right words to use or you have the loose structure but it just isn’t quite how you want it to be. You might want someone to check it through and refine the wording to make it read more fluidly and better clarify your meaning.

If any of these apply, then you need a copyeditor.

You could also employ a copyeditor to perform a rewrite, which is a more comprehensive form of copyediting. A rewrite is recommended if you have a piece of copy that you want making unique (i.e. for SEO purposes) or if English isn’t your first language and you want someone with a good grasp of the language to improve the flow and accuracy.

As a rule of thumb, proofreading is cheaper than copyediting, and copyediting is cheaper than rewriting. However, it all depends on the word length of the document, the amount of time involved and the number of changes.

Hire me to proofread your words to perfection

Whether you have a web page, feature, academic essay or eBook you want to be proofed, you can hire me as your freelance proofreader. I work for an academic publishing house as well as a commercial copywriter, so you can rest assured you’re getting a quality service.

Contact me now for a free consultation.

Does your business need a press release?

What’s the point of a press release? Many businesses know publicity is crucial to their success, but they don’t always realise a well-written press release is behind it.

Do you need a press release?

Alongside the free publicity, there could be a range of reasons your business might need a press release writing:

  • Advertising a new service or product that is unique to you
  • Raising awareness of community or charity work you sponsor
  • Alerting customers to a change of location or management
  • Promoting your business with a human interest story about you or your staff
  • Publicising your business by tying your services in with a holiday, event or craze
  • PR crisis management in the case of a bad news story

How can a press release help your business?

A press release not only gives free publicity, it is your chance to put across your best face to the wider community who make up your potential customers.

When well written, a press release will appeal to a journalist (and not be salesy), make a potentially interesting story which would fit their publication, be of benefit to their readers, be positive, give a new take on a familiar angle, and tie in with community or national events.

Should you hire a copywriter to write a press release?

Yes.

The odds of getting your press release picked up increase when you use a copywriter – someone who knows how to put together a release that a journalist or editor wants to see (and can use).

How will a copywriter write your press release?

When you hire a copywriter to write your press release, the process should go as follows:

1, A copywriter will discuss with you the message you want to get across and find out about your company

2, They might suggest tweaking or reframing the story in order to pique a journalist’s interest and make it relevant. Remember, journalists are bombarded with press releases from all segments of business and community daily. Yours has to stand out to be featured.

3, A great copywriter will (with your help) craft a quote that fits perfectly with the message you are putting across.

4, A copywriter will mould the press release into a professional, readable and informative piece that has everything the journalist will need to run the story without needing a follow-up enquiry.

5, If you intend to send a press release to a number of different newspapers, magazines or websites, a copywriter will tailor the release to each publication and target reader.

Will a copywriter send out your press release?

Generally speaking, a copywriter is employed to write your press release. However, if you only want to target a handful of publications, this can usually be arranged for an additional fee. Sending out a press release and targeting, chasing and following up – as well as large media campaigns – are usually the role of a PR company.

Hire me to write your press release

If you hire me, you will get all of the above. I’ve been writing press releases since I worked in theatre marketing. I know the structure, the content and the approach to writing successful press releases, and I also know the best way to put your business across.

Don’t put off that free publicity, contact me today.

What your business can learn from Pokémon GO

Pokémon GO is everywhere. Even if you think it hasn’t touched your life, you’re wrong.

Wherever you see people hunched over or blindly following their phones down the street, you’re witnessing the craze in action.

If you’re a business owner, then you’d do better than to turn your nose up at it. The success of this app-based game has many lessons to teach us about what makes an advertising campaign work.

  1. Sell the benefits

The obvious benefit of gaming is fun – and Pokémon GO certainly captures that with its cute collectable Pokémon (pocket monsters). But there’s another major USP for this app and the clue is in the name. That’s right, this app gets you, your kids, your elderly parents out walking…and enjoying themselves while they do it.

Successful advertising copy starts with – and reiterates throughout – the benefits of your product.

  1. Have a niche

The obvious niche for Pokémon GO is it’s novel approach of fusing gaming with exercise. It turns expectations on their head, i.e. that gaming is unsociable and unhealthy.

This niche doesn’t just set the app apart from its competitors, it endorses the app to families and schools. With new advocates and audiences on board, there is potential for spin-off activities, events or promotions.

  1. Cultivate a loyal base

Pokémon GO works because it has a loyal fan base. They’re the guys who were playing this back in the ‘90s and who climb into their Pikachu onesies every night.

If you have a core of customers that respect you, have an emotional bond with you, and show brand allegiance to you, then you have a better chance of success with new products. They will carry your message through word of mouth and become your advocate. Reward them with newsletters and discounts – in essence, keep them in the loop.

  1. Have broad appeal

Complicated isn’t always better. The original Gameboy version of Pokémon has been made more universally user-friendly with this app to encourage mass participation. The concept is simple and means it can be enjoyed by all ages, regardless of whether they have any prior knowledge of the game. Plus, by making this game available via smartphones, one of the most common devices, Nintendo has made it more accessible.

  1. Reinvent

Don’t be afraid to reinvent a classic. That’s what Nintendo did with Pokémon GO, making it relevant to an age of socially reclusive gamers and our health-conscious culture.

Ask yourself, how can this product appeal to the modern-day buyer? Is there a way I can turn it on its head? Can I create need for what is essentially a desirable product? Can I make something unhealthy, healthy?

  1. Sell ‘the game’

Gamification is the concept of making mundane, outdated or difficult tasks fun. It’s the act of rewarding ‘players’ with points, discounts, promotions and events. Think: your favourite store card or coffee shop loyalty card.

Well, Pokémon GO does this with exercise by turning it into an interactive hunt and rewarding persistence with advancement through the levels. When you get out of the house, you can find new monsters; when you walk 2km, 5km or 10km, you hatch an egg (and the bigger the effort, the better the return).

  1. Bring people together

The game channels interactivity, both with the app but also with the offline real world in the form of visiting landmarks and chance encounters with fellow players. When something brings people together in this way to bond over their nostalgia and passion for a brand, then their emotional ties grow even more.

How can you bring your customers together? Perhaps if you’re in gourmet foods, you could hold regular wine or chocolate-tasting evenings for your loyalty card members.

The success of Pokémon GO is certainly giving businesses and advertisers food for thought when it comes to future campaigns. But even if your business isn’t quite at the point of app-based gaming or GPS targeted marketing, you can still learn about what creates loyalty among your customers. And a lot of that starts with how you communicate with them through your content – both online and off.

If you want to take your copy to the next level, get in touch with me today and I’ll help you score points with your customers.

Write better copy for your business

Whatever your business, you need great copy to sell it. From product descriptions on your online shop to adverts in the local press – well-crafted words are what will get you noticed and get you sales.

The quickest and most effective way to do this is to hire a copywriter. But if you fancy trying your hand, then here are my 7 tips to write better copy for your business.

  1. Sell the experience
    Nowadays we are bombarded with sales messages. If you’re going to make your product irresistible, you need to make sure it is experience-driven. In short, write about the benefits of what your customer will get rather than just the facts, and start with your biggest selling point.
  2. Build a story
    Creating a story helps push your reader along through your copy and builds their engagement with your product. By story, I don’t just mean a fantasy tale. Have a clearly defined beginning, middle and end to your copy (e.g. start with a product’s rich history and end by showing how it is still beneficial to your customer today).
  3. Hook with headlines
    Your headline should be relevant to the text that follows, but it should also be simple. Headings of around 6 words work best and will be fully visible in Google. Great headlines are active, informative and intriguing. Subheadings should be used to break up a lot of text and keep the reader moving through your copy.
  4. Picture perfect
    Images can help clarify a point and they are visually more appealing than a page full of text. But make sure they are relevant in some way and quality (not just clickbait). There are some websites where you can get license-free images (such as Creative Commons) which are not half bad, but if you want more choice then be prepared to pay and head to somewhere like iStock or Shutterstock.
  5. Keep it short and sweet
    There’s no set amount of words that is perfect to hook your reader. Use as many as it takes to sell your message. However, be aware that unless you’re writing about an academic or technical subject, making your content easy to read hinges on shorter sentences (up to around 16 words) with shorter words (ideally up to two syllables).
  6. Call to action
    It would be pretty silly to spend hours crafting a piece of copy only to forget to include a call to action. This is what gets you sales. In your CTA you need to ask your reader to do something, such as ‘visit our website’, ‘browse our online shop’, ‘download our free ebook’ or ‘sign up to our newsletter’. Anything you can offer your reader (ideally for free) is another incentive for them to act.
  7. Edit, edit, edit…
    Great copy undergoes rounds and round of extensive editing and proofing. Not only do you want to avoid glaringly obvious spelling and grammar mistakes, which plant doubt in your readers’ minds, but you also want to ensure your copy is as fluid, inspiring, engaging and seamless as possible.

A lot of time goes into crafting great copy that gets results. Writing your own is cheaper in the short term, but it can cost you big business if errors and bad writing put off your customers.

If you want to keep your time free to run your business in the best way possible, why not hire a copywriter to write your next webpage, flyer or job advertisement? I can take the hassle off your hands and save you time. Contact me today for a free and informal consultation.

How to write your ideal customer profile

If you’re just starting out your copywriting business, it’s a good idea to write an ideal customer profile which helps you define whose business you want to attract.

Copywriters usually offer a b2b service. Since that ideal ‘customer’ is actually another business, your profile should be built around your perfect imaginary business client.

There’s no special formula to writing your ideal customer profile, but here are some questions you can ask yourself to get started.

  1. Describe what you are selling as though to a child.
  2. Do you have any USPs?
  3. Who might benefit from your particular skills? Think about businesses in a certain industry you might have expertise in, your local area, or perhaps even certain members of the public such as educational providers, academics or students.
  4. Can you define a single ideal client? Do you have any conflictions between businesses? If so, write up the pros and cons of each and think about which business would benefit you most. Narrow down your profile to suit them.
  5. What are the benefits for them of using your product?
  6. What do they sell?
  7. Is their product considered a luxury or a necessity?
  8. If a luxury, how would you encourage their potential customers to part with their money? If a necessity, how can you make their product exciting, new and tempting?
  9. Does this business overlap a couple of industries – could it lead to more contacts?
  10. What scale is this business? How many people do they employ? Do they make a modest or a healthy profit?
  11. Does this business need you? Or do they likely already have a marketing department or not realistically have a budget to accommodate hiring a copywriter? How could you tailor your services to their needs and budget?
  12. What are their potential content needs?
  13. What problems does this business face now and in the future? Consider issues such as the economy, skills shortages, changes to the law, environmental pressures, an aging customer base.
  14. How can your skills help them overcome these problems?
  15. What are the benefits for you of working with this business?
  16. Where are they located (what area of the country and are the in the town centre or on the outskirts)?
  17. Describe that business’ ideal customer (remember, your income depends on appealing to their customers’ needs). Are they male/female, what is their age, why do they use this product, where do they live, what is their income?
  18. Think of people you know that might buy from this business.
  19. How long has this company been in business? Are they new and fresh or do they have heritage you can play on?
  20. Are they selling a contemporary service which appeals to a younger audience or a traditional product with an older demographic?
  21. How do they promote themselves and communicate with their customers?
  22. What kind of language do they use?
  23. What are the business’ values? Is it being cutting edge, is it providing a service no one else can, is it providing quality for money?
  24. Can your content help them reach new audiences?
  25. Is there an angle to this business that interests you? Such as its ethical policy, its affiliations, its work in the community. These all make great narratives for copy and press releases.

There are plenty more questions you can ask yourself, and if you wish you can begin another thread relating directly to that business’ customers.

However, you don’t want to get in too deep, but the more you begin to narrow down your ideal customer, the closer you will be to spotting the companies that could use your skills. Once you can show you are close in tone of voice and ideals, you will be in a firm position when you begin approaching these businesses for work.

Looking back or moving forward? Mrs M&S and The Co-op

If you keep your eyes on the brands, you might have noticed that both Marks and Spencer and The Co-operative have decided to shake-up their marketing. But what’s behind it?

Well, when known and loved brands come out and overhaul their branding, it’s usually for two main reasons:

1, There’s a past to be buried

2, They’re failing to reach out to customers old and new

We all know The Co-operative has been through turbulent times over the past few years and M&S profits have been falling – but how can a change of branding help?

In short, it’s all about perception. The Co-op has reverted back to its 1960s’ clover-leaf logo, doing away with the long-form handle and its suffixes: The Co-operative Food, –Bank, –Funeral. This might have something to do with the fact that they’ve shed quite a few of their franchises.

But undoubtedly this reversion to an old and nostalgic logo is intended to win back former shoppers. It radiates heritage, it’s friendly and informal and less institutional that the long-form branding was. In essence, it wants the customer to know it’s getting back to its ethical roots at the same time as unveiling its reward scheme – further showing how the business is less profits-oriented and more about giving back to the community.

Meanwhile, M&S CEO Steve Rowe recently announced the retailer was setting out to win back its own once-loyal customers, customers he feels have been neglected. And the chain believes it knows just who they are: a certain ‘Mrs M&S’.

While both tactics aim to look back before moving forward – seizing on past success and moulding it for the future – have they got it right? Only time will tell. Yet is strikes me there is a fundamental difference between the two.

The Co-op, on the one hand, seem to be using their new (or old) branding as a way of pretending the difficult few years of late never happened, and focusing instead on their new policies and systems. Their message is positive, even if it does hinge on nostalgia.

Yet M&S seem to be using this ideal shopper, the seemingly innocuous ‘Mrs M&S’, as the font of their future success. Although Steve Rowe assured customers they would be implementing some changes alongside this new marketing strategy, these minor revolutions to slash prices and become less fashion/more contemporary-casual oriented seem to be something of a regression for the retailer, not to mention inconsistent with their recent decisions.

It’s unsurprising that some shoppers were offended by this portrait of Mrs M&S. For starters, it’s not a great idea to come out and tell your potential customers how you’re pigeon-holing them. Moreover, in the 21st century, fewer women are choosing to get married, so this title carries less importance than it once would have done. The Mrs M&S of their profiling seems more like a profile of their ideal customer thirty or forty years ago than today. And in being slow to realise this, M&S bosses have overlooked another massive cultural shift that has happened. Our shopping habits. We were once very brand-loyal, but with the advent of internet shopping, our new loyalties lie most with one-stop-shops like eBay and Amazon. In essence, the cheaper, the better.

Something else that Mrs M&S doesn’t seem to account for is that women have become less focused on their age. While some might be content to sidle into a pair of elasticated slacks from the Limited Collection, most others have got their eyes on the latest magazine styles and don’t want to look like a conventional 50-something from a newspaper insert. In fact, they’re just as likely to order a few staples from ASOS as their children are. But if M&S is moving away from fashion just as cheaper sources of clothing and the digital revolution open up the latest styles to more and more people – not to mention after appointing Alexa Chung (one of the biggest fashionistas of the moment) to curate a new collection – then forgive me, but doesn’t that way confusion lie?

It strikes me that it’s not necessarily M&S that has let the customers down – the customers have let the store down, as is their wont in the age of Primark and internet shopping. Today, it is impossible to have one dominant high-street retailer the way there was fifty years ago. But not only has M&S been too slow to react, it also doesn’t seem to understand what the 21st-century woman is looking for, never mind what it is prepared to offer her.

Regardless of whether M&S has got it right, establishing a profile of your ideal customer is one of the first things you should do when you set up business. It helps you define who you are marketing at and helps you keep your selling strategy clear, succinct and powerful.

But how do you get started? What questions do you need to ask yourself and how do you know your ideal customer is attainable? All this and more will be answered next week when I’ll show you: how to identify your perfect customer.