thewriteinitiative.com

I wrote a document called ‘The Myths of Copywriting’ that addresses why hiring a freelance writer makes sense. One of the myths went like this:

“I just need to tell my target market how reliable and innovative we are.”

 It is so important to understand that simply telling a reader that you are something (reliable/innovative/dedicated/etc.) will not have any impact on them. They won’t remember; in fact, it’s more likely their eyes will glaze over and they won’t even finish reading your message!

I’d like to expand on this topic a bit.

A good piece of writing doesn’t just tell you something, it shows you. The great thing about taking the extra time to do this is that right away your message will stop being cliche and instead become detailed and unique.

Here are two common examples:

“[Company name] is well-known for exceptional [fill in the blank].”

You can put whatever you like at the end, but the most common one is ‘customer service’. I’ve seen this line in so many brochures and websites it makes me shudder.

Why not try this instead:

“[Company name] has won the Customer Service Award for four years running.”

…or…

“[Company name] provides on-site installation and training, with on-line technical support available round-the-clock.”

Okay, so now I’m paying attention because I have proof that the company has exceptional customer service. I wasn’t simply told so, I was shown what makes it exceptional. Here’s another one:

[Company name] has innovative technology and state-of-the-art equipment.”

So? Those are empty words that mean very little. So let’s try:

“[Company name] uses the newest fabrication equipment available to create parts that last 80%longer.”

See the difference? If you are specific about what makes your company special, the reader will take notice, and remember things like ‘80% longer’. You will stand out from the crowd. It’s not about the words, but the emotion it generates, and empty content will never elicit any emotion at all.

Tags: Uncategorized by Adria
1 Comment »

As a freelance copywriter I’m often challenged to learn about products, services, or industries I previously knew nothing about. This can be exciting, but also frustrating, especially if a client is doubtful about ‘wasting time bringing an outsider up to speed’.

However, by explaining who you are and what you want your message to be to ‘an outsider’, you are clarifying it in your own mind before trying to create a marketing message. This can lead to a new perspective on how understandable your message really is.

A writer should ask seemingly obvious questions because they are unfamiliar with your company, and often this process can spark further ideas that guide both of us to a better end result. Of course I also ask about format and graphics and audience and style, but that’s usually the first details a client will have ready for me.

Asking questions is an important part of a writer’s job. Often by listening to our client describe who they are we can unearth just the right details to make the copy work. It’s not that I haven’t done my homework before talking with you. It’s that I simply cannot assume anything. It’s too easy to start thinking I know the answers…a fatal flaw in any service provider.

So ask not what you can tell your copywriter, but what questions your copywriter should ask you.

Tags: Uncategorized by Adria
No Comments »