5 tried tips for writing believable copy

Writing believable copy

writing believable copy

It's that time of year again. Cloaked figures lurk in the shadows, scouring pavements for black cats and broken mirrors. The superstitious are twitching at the sight of ladders and hoping it won't rain; lest some sceptic soul provokes fate and opens an umbrella inside.

Personally, I find all this friggatriskaidekaphobia a bit unbelievable but I'm not superstitious. As a child, I grew up living next to a graveyard and that never spooked me either. Mind you, the perpetual threat of earthquake in Tokyo had me shaking on more than one occasion!

When writing copy; be it on blogs or leaflets, guides or website pages: the golden rule is to make your writing believable. Of course, this rule applies to the other kind of writing I do: writing for pleasure. In such an instance, the focus is on believable characters. Today, however, let's concentrate on writing believable copy.

1. You are a valuable resource

This is the most important lesson I learned as a teacher. When the technology fails, someone spilt black paint on the lesson plan and you have nothing but a wooden hut as a classroom; you are the only thing left. You make a difference to whether those people are learning.

This applies to your writing too. Believable writing speaks from experience. It speaks of things you know. Of course, you need to be careful not to overdo the personal stories. But as with all kinds of writing, the most convincing stuff comes from you and your experiences. Even better is if you show your weaknesses. This just makes you seem more human, and therefore easier to relate to.

2. Focus. Be specific

How many time have you read the following "Many people believe..."? 

Several times a day, I expect. This innocuous little intro really gets my goat! The reason being that it is totally vague. We don't know how many people. We don't know where these people are from or any context whatsoever. It could be (and quite often is) a total fabrication. As a reader, look at how much more effective the opening "People, from Duncan in Aberdeen, to Jennifer in Falmouth, believe..." is. It's hardly any extra work to have honed the information down and provided some specifics. These people now have names, and locations, which makes them more human.

Being specific also applies to using numbers. Quoting 95% as opposed to 94.7% actually makes it seem less believable. Using the more specific figure looks less perfect, which ultimately makes it more credible.

3. Use familiar places

Customers relate to proximity. There's no bona fide reason for this. I guess it kind of makes sense. I mean if Mavis from round the corner says it's good, it must be good, right? If you're using testimonials, then source them from various locations, and use place names. From west to east lacks credibility, where from Hay-on-Wye to Tonbridge instantly becomes more convincing. 

Wherever possible, use actual local knowledge to back you up. It's how we bond. Picture this:

Dorking? No, never been there. OR

Dorking? Oh yeah, you drive along the A25 and then there's that roundabout with the giant chicken. I used to spend Christmas near there at my Aunt's place!

Familiarity is believable and it breeds trust.

4. Customer testimonials

These are absolute gold. Of course, in themselves, testimonials need to follow believability rules. Name the customer; give them a location and present as much information as possible to make them seem more human. Do not edit testimonials. Write them exactly as they are. A tip for generating a credible testimonial is to push customers for measurable results. "Using social media has increased our sign-up by 36%" gives potential customers something to aim for.

And finally...

5. Believe it yourself

At about the age of 17, I got a job knocking on doors and selling windows. I had barely any knowledge of the company, was not a homeowner and had never lived in a house with double glazing. I totally sucked. I didn't care about the product, or the people, and I never got a lead. The best bit, for me, was driving around Cornwall in the van and chatting to colleagues about travel. 

Sure, since then I have had to write some copy about ideas, products or concepts I am not especially familiar with. But the one thing I have tried to do is put a good angle on it. For example, writing for a reputable insurance company sounds dull. However, writing an article on the geography of your favourite part of Spain, and advising buyers to pay for property insurance suddenly becomes much more interesting.

If you believe what you're writing; it's likely your readers will too.

What are your hard and fast rules for making copy believable? Do you use a guarantee or some other customer benefits? Let us know in the comments section.

Wrecking (B)all: Techniques to get your company noticed. (And no-one needs to take their clothes off!)

Gaining a wider audience

After this week's controversy about THAT video and what sells these days; we decide to look at the top tips for making sure your company gets noticed for the right reasons.

Get. Their. Attention.

Use an interesting title or refer to a recent event to make your post stand out. We are constantly exposed to text. To make yours appeal to potential customers, use a great headline.

What's in it for them?

Write from your customer's point of view. This means writing about how your product/service/company will benefit the customer. Don't go into lengthy detail about the features. This comes later. At first, you want to generate interest and reveal the details when they're hooked.

Jackanory. Wait... What?

Read it aloud. Does it sound natural? Does it flow well or are you waffling? Good copy needs to be carefully chosen to provide a simple and clear guide to your product or service. Which brings us to the next point.

Use subheadings

Don't make your topic seem too dense by suffocating the reader with huge blocks of text. Break it up into manageable chunks. Use headings and subheadings to organise different subjects.

Get personal

Address your audience as 'you'. This makes them believe you are talking to them personally. It makes the audience trust the writer if you write as if you are just talking to one person. It may help to imagine this is someone you actually know.

All hands on deck

Ask a colleague to read through your copy. Even better, ask a customer to read it. This is the best way to test how effective it is. Respond to feedback. If someone tells you it's too long, EDIT it. If someone says it's perfect, EDIT it. There is always room for improvement.

Be specific

The more specific you are, the better your customer will understand how they will benefit. For example saying "my clients have found my copy to be excellent." doesn't really tell the customer much. However, saying Mr. R. Bird - "Copywriterlaura provided excellent copy, which increased my web traffic by 27%" sounds more believable and much more specific.

Start using these seven tips today, and watch your copy gather more interest and get your company noticed.

What are you top tips for widening your web audience? Social media? Leaflet bombing? Please share your ideas in the comments section below.

Death of a Lyricist: What Seamus Heaney tells us about copywriting

As obituaries go, The Independent wrote a moving piece about revered author and 1995 Nobel Laureate Seamus Heaney. On the day of his death, let's use this celebrated and world famous poet to show us lessons to create excellent copy.

Be believable.

One of the signs of good writing is the ability to create believable characters. From the voice of the non gender specific honeymooner in The Underground to the autobiographical young Heaney in Mid-Term Break; the characters are very human. Similarly, the copy you write has to be believable. This will prove to potential customers that your company, or your client's company is the right fit for the job. One way of doing this is by providing specific profiles for customer testimonies. This humanises the existing customers to potential customers.

Use appropriate language.

In his New York Time review, Brad Leithauser refers to Heaney's "gift of saying something extraordinary while [...] conveying a sense that this is something an ordinary person might actually say." This very skill is exactly one a strong copywriter must demonstrate. It begins with understanding your audience. Once you know who they are, select language that is accessible to them. If your target audience are gardening enthusiasts, metaphors about the changing of the seasons will be more relevant than molecular structure!

Contextualise.

Heaney lived and wrote throughout the troubled times of Ireland. In his writing, he addressed this conflict only through a wider historical lens. A good piece of copy will refer to something relevant in a natural and organic way. It's of high importance to engage the reader by using a hook. This hook could be a recent event that strikes a chord with the target audience. If your target audience are wedding planners; then a high-profile wedding would provide a decent hook for readers.

Innovate, ring the changes.

Even in his 70s, Heaney was diversifying and changing. He responded to recent discussions about the teaching of poetry in schools by proclaiming his love for language. In 2006, Heaney wrote his poignant Circle and District collection in response to the London bombings. The farming relics of his early works were replaced by a mobile phone, a CD. As writers, we need to keep our finger-on-the-pulse of changes both in content and SEO.

Like all great writers, Heaney was influenced by many of his predecessors. The key most important lesson for any copywriter to learn: read! Whilst your writing voice will always be your own, reading other people's copy provides examples for tackling your own.

Some excellent blogs about blogging and copywriting can be found at:

http://www.problogger.net/
http://creative-boom.com/
http://www.copyblogger.com/

Read them and see how your style improves.

Which writers influence you? Or are there terrible writers who've taught you what not to do? Comment below with your own writer stories.

5 tips for creating a strong brochure.

Presenting professionalism

One of the most important things in business is presenting the right image. When meeting clients for the first time, you want to create the right impression. How do you convey being accommodating, professional and above all trustworthy? You wouldn't achieve this by wearing a Hawaiian shirt and board shorts - unless your business happens to be surfing! Similarly, the brochure you choose may be the first contact the public has with your company. Here a five top ways to create the right image.

  #1 Know your audience

By identifying who your target audience is, your brochure is on the road to doing its job. Research to find out what is important to people who fit your demographic, and use this to create interest. You can find this out using forums, social media and contact with customers.

  #2 Appropriate fonts

This is of key importance in a time when style is conspicuous. Choosing a classic font ensures content is easy to read. Naturally, you want to engage interest and make your brochure stand out from others. Choose something that represents your core values.

  #3 Branding

From the minutiae of detail of the colour, to the size of your logo; branding is crucial. Used correctly, it creates the right image for your customers. This study shows that ‘reducing the size of a logo[...] impairs consumersʼ ability to recognise [a] brand they are looking for’. So with regard to branding: go big and bold, in order to make your mark.

  #4 Be concise

Decide what makes your company unique and develop a concise slogan or sentence to describe this on the first page. You can always expand on it within the leaflet, but it’s best not to bog clients down with too much reading initially. Don’t be afraid of blank space. Less is very often more, as it allows the features of your company to shine through.

  #5 Printing

After all of the hard work involved in a slick design for your brochure. You've got the relevant content and eye catching images. What next? Now you must choose expert printers to add the finishing touches to your design. An online printing company may provide competitive prices and a range of excellent services, such as graphic design and website design to compliment your vision for your company’s image.

Your turn: What ideas do you have for successful brochure production? Do you think it depends on the company? Do you hand deliver or use a mailing list?

Get Lucky - Creating your portfolio

Disclaimer: *This post has nothing to do with Daft Punk or Pharrell Williams. Or evenPeter Serafinowicz.*

My Spanish dream is coming to an end to ring in the summer. Every cloud has a silver lining; this one is shaped like a beautiful boat in Bristol.

In the spirit of counting blessings - I confess: I'm lucky.

As a professional copywriter, it pays to believe in luck. 

Well, if luck is essentially the same as hard work that is.

Creating your portfolio.

Hard work means putting in the hours. It means spending time building up your portfolio, specialist skills and expertise. Clients want to see proof of your experience. Invest time in building up a copywriting portfolio, showcasing your very best work.

Use examples with a commentary.

Being able to demonstrate the journey of your copy: from concept to content, allows clients to see how your mind works. Good writers need to expose their creativity and problem solving skills within the writing process. At first you will have a brief to fulfil, including where the copy will be published and if you need to include any anchor text. Any writer worth their salt will likely mindmap or list some idea for achieving this. Be confident in explaining why you chose the option you did.

Showcase exceptional extracts.

When selecting which sections of your work to highlight, bear in mind that any potential clients are likely to be busy. Busy people use a range of techniques to conserve time when scouring applications and portfolios. Fact. Your audience are going to be drawn to the elements you choose to expose to them. Of course, it pays to choose a piece that you are particularly proud of, and which portrays an understanding of writerly techniques. 

Organic anchors.

Nope, not that kind! When you've got an anchor text to include in your writing, decide on content that will allow it to fit organically within the text. For example, if you need to include a link to a specific product, mindmap or list some ideas around the subject. E.g. Men's slippers - list of signs you're turning into your Dad; 10 slippers around the world; the making of the moccasin; etc. This allows you to choose content that will appeal to your target audience, and do so in a natural way.

Proof in the pudding...

Perhaps the most important rule of all is to proof, edit, proof and edit. And when you've done that proof and edit some more. No good writer has ever just written the perfect piece straight off the bat. Particularly in the early stages. Exemplify your skills and abilities as a talented, professional copywriter by ensuring all 'i's are dotted and all 't's crossed. Your attention to detail is totally key in showing potential clients that you care, and you are thorough.

With the perfect portfolio starting to take shape, the work will start to build up and your dream of being a professional writer will become a reality.

What portfolio tips do you have? Always use fresh material? Include links to actual webpages? Post your tips and advice below.