thewriteinitiative.com

Do you want to feel perfect satisfaction with your copywriter? Then be certain you know what you want and can communicate that when you meet them. Allocate some time to get prepared for that meeting by thinking about what purpose the document is supposed to serve, and what audience it is intended for. Getting clear on the purpose of any written piece will refine the message, and writing to a specific audience will bring focus to the content.

One common mistake is to expect too much from one document. Don’t try to have it achieve too many purposes, or speak to a variety of audiences. This dilutes your core messaging, and confuses the focus. If you are clear in your intentions, and narrow that focus down to one audience and one purpose, you will see a much better ROI from your copywriting.

One further note on this topic: copywriters, like spouses, can’t read minds. We are good at communicating, yes, but it is the responsibility of the client to inform the copywriter in order to get the best possible results. Personally, the more information you can give me, the better; I will pull from it based on your purpose and audience. But if the purpose is muddy, and the audience is too general, I promise you will not be as satisfied with the final product as you could be.

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Some of you might ask, why have someone ghostwrite a book for you? Well, say you are an authority in your field, and you’d like to build some awareness of that fact. You would probably be seeking some speaking or teaching engagements. What better way to lend credibility to your name and prove your worth to those hiring for those engagements than to have written a book on the subject? Or even a book on any subject. Not to mention the fact that you now also have something to sell at the back of the room afterwards that expands on the lecture you just gave.

Sounds good, right? A solid plan on becoming an authority in your field.

Now, do you have three months to sit down and write that book? Chances are you have all kinds of great information on your specialty scattered throughout documents, speeches, articles, reports, and various other sundry notes. Do you know how to pull it together to make a cohesive whole? What about your writing skills, how are they?

I can help. If you’re working towards being recognized as an authority in your field and you need a solid book….by you…to back that up, you could hire a ghostwriter like me to put it together for you.

And now I’m off to wrap up my latest contract. A few weeks of revisions and we should be ready to go to press. It’s a project I’m proud of, even if no one will ever know my involvement.

For questions or more information about ghostwriting, email me from my contact page at www.thewriteinitiative.com or leave a comment on this post.

Happiness is being ‘at work’ on something we love.

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I had this white paper on my portfolio page at one time, but as new and better samples of my work came available I decided to remove it and post it here instead. This document reminds business people that while they are experts in their fields, I am an expert in mine, and writing good copy is often harder than they think.

The Myths of Copywriting

Myth #1: Anyone can write copy.

It’s just not true. Not everyone can craft good writing, and when there’s a time crunch, things only get worse. A trained and experienced freelancer can focus on the job, get the writing done faster, and have it make more sense.

Myth #2: Good copy can sell your products/services for you.

It’s not the copy; it’s what the message does for you. What emotion does it elicit? Does it simply tell the target audience what you’re good at, or does it demonstrate it with solid facts and tangible figures?

Myth #3: I just need to tell my target market how reliable and innovative we are.

A good piece of writing doesn’t just tell you something, it shows you something, as the old ’show don’t tell’ mantra goes. Instead of using empty words (’We are reliable’), a good writer can demonstrate how you are reliable by using actual facts, figures, quotes, or the like (’We met or beat every client deadline in 2006′).

Myth #4: Freelancers cost too much money.

Truth is, freelancers save you money. By outsourcing when the going gets rough, a company can ensure it meets its deadlines without the responsibility of creating a new in-house position. There are no salaries, sick days, or benefits to worry about. Instead, you hire only for the specific project, and pay for a professional job. Even editing services can save you extra costs by avoiding sending inadequate or flawed documents to press.

Myth #5: I have copywriters on staff; I don’t need freelancers.

There are many ways to grow a business, and one of them is to market for a larger client base. You take on the work when the work is there. However, if you have more work than you do staff, why not outsource during busy times and avoid having a salary to pay during quieter times? Plus, new talent can bring a fresh perspective.

Myth #6: Bringing an outsider up to speed on my company’s products/services is a waste of time.

‘Bringing an outsider up to speed’ can actually generate new ideas and garner brainstorming that goes beyond what’s been done before. Also, by bringing in someone unfamiliar with your products or services, you can be sure that the message is going to make sense to those in your target market that might not be as familiar with your industry’s jargon as you thought. How can a fresh new take on the product hurt?

By Adria Laycraft, The Write Initiative

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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.

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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.

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Writing is not the simple process we might like it to be. Yet every one of us has to do it, whether it’s an email, a business letter, or perhaps the proposal that will win you that great promotion.

So here are four easy steps to polish any piece of writing:

1. Read it out loud.

There is no better way to hear the flow of words than to…well, hear it. I know, the boss will think you’ve lost it, right? Whisper, sub-vocalize, but trust me on this one, it really works. This trick will catch repetitive words and typos that your eye went right over. If you do only one thing to improve your writing, this is the one I recommend most.

2. Read it backwards.

Our eyes fool us; fool them back. Check the text word by word, but backwards. By reading each individual word out of the order of meaning, your mind cannot put in what it thinks should be there. This process breaks the words out of their meaning, forcing the eye to consider each one.

3. Check to see if you’ve said the same thing twice.

We often say what we mean more than once, both in speaking and writing. Watch for consecutive sentences that hold the same meaning and keep the best one. Quite often the second time we put the thought into words we’ve refined what we were trying to say. This is why it’s good to get the flow of thoughts out on the paper, then go back and edit.

4. Remove extraneous words/phrases.

Make every word count. This is something writers learn early on. “As a matter of fact” becomes “actually”, “very expensive” often works without the very. It also pays to choose simple straightforward words over longer ones that may confuse the reader or make the document feel ‘wordy’.

There you have it: four simple ways to improve your writing. Remember, every time you send an email, write a letter, or otherwise use the written word, you are displaying your ability to communicate. It pays to look polished.

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Thank you for visiting. I intend for this journal to be an informative source for those who would like to write better, whether it be daily emails or the most important letter of your career. I have many years of experience manipulating the written word, so I hope to pass on little tidbits of helpful advice. Stay tuned for articles regarding better business writing, tips to improve communications, and discussions on marketing, small business, outsourcing, and more.

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