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Sales Letters

It's not about you - it's about your audience

copywriting tips northampton

My daughter, Hannah, would make a great copywriter.  What do you mean, “How do I know?”?  It’s in her genes!
But no - it’ true.  She has all the right instincts.
And this is how I know ...

"Be yourself ...

... everyone else is already taken"

Wise words from Oscar Wilde - who doubtlessly was musing on the intricate art of composing commercially engaging web copy.
Whatever.
The estimable Mr. Wilde's words probably represent the single most important piece of advice you should take away from this series of copywriting tips ...

Keep it personal.

 

Proofreeding - 4 techniques

Do what I say - not what I do

Did you read Saturday’s tip no. 9?  The one featuring Katherine Hepburn?
Judging by the number of emails I received, gleefully pointing out
my clumsy proofreading error,  it seems that most of you did.
So - I hang my head in shame.
What better way to make amends than to change today’s planned
email topic and substitute it for the vexed subject of - proofreading

Don't be bashful ...

Bashful isn't beautiful.
Be bold!

Yesterday, a newsletter I hadn’t seen before nervously
poked its head into my inbox.
The subject was of no interest, but the writing style was.
What mood did it convey?
This image gives you a pretty good idea.
And do you know why it came across as so meek - like a begging letter?
The word ‘please’ appeared 5 times.

Perfect grammar doesn't always mean perfect copy

“Obey all the rules and you miss all the fun”

Aaah ... the words of my favourite pin-up.
Katherine Hepburn was surely referring to, what else but, the rules of grammar?

Let it come from the heart

Don't write - speak!

Let me tell you about Sean.
He's a landscape gardener, local to Northampton.

I first met him a while back at a Networking Breakfast.
He immediately struck me as a nice chap, attentive and courteous in every way.

He even had the good grace to listen to my unfunny anecdotes.
Sean dutifully introduced me to the other members of the group, making sure I wasn’t last in the queue for breakfast.

Three is a magic number

Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician.

One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education”.

His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair.
 

Putting the 'why' before the 'what'

Putting the ‘why’ before the ‘what’

Yes - it’s that old chestnut - The Tweedledum and Tweedledee of commercial copywriting,
features and benefits.

I can hear the collective groan - “Oh not that one!  Everyone knows the difference.”

But do they?
If so, some have a funny way of showing it.

Only the other day, I was looking for paintbrushes.
I found some on a famous DIY website and this is what they told me -  

Not a very good word

There’s a word - a very short one that I dislike more than any other.  It’s a very dull word, a very boring and very lazy word.  This word is a killjoy, falling very heavily, like a very old, very grey, very damp blanket over our words, smothering the very spark and very life out of them.  This word is very irritating and very useless.  Why?  Because, like my kids as teenagers, it does the very opposite of what it’s supposed to do.

Slow, quick, quick, slow ...

Take your readers for a spin on the dance floor

It won't have escaped your notice that I'm forever going on about brevity - the importance of using short words, short paragraphs, short sentences …
... but wait just a minute.
Is small always beautiful?
Look what happens if your sentences become relentlessly punchy.
 

Pages

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Words for Websites, Newsletters, Social Media.
If your words are online, we'll write them.

Business Cards, Business Letters, Sales Letters, Direct Mail, Flyers, Leaflets, Catalogues, Brochures, Presentation Folders

Copy for Lawyers, Accountants, Estate Agents, Recruiters, Builders, Retailers, Manufacturers … and Copy for You!

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