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Fire That Copywriter!

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How to Write Winning Words for Your Website
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Sales Letters

Cut, cut and cut again

When you write copy, be utterly ruthless.
Check all of the words and ask yourself the question –
“Am I absolutely sure they all ultimately need to be included?”
Your writing should always comprise the actual basic fundamentals.
The end result will be completely concise copy that
engages really effectively with your clients.
52 words

To put it another way –

Copywriting tips - be bold

Sometimes when we write, we’re inclined to be a little timid -

For example,

1. If you’d like to place an order, fill in this form.
2. We can deliver your consignment the following day.

3. If you’d like to know more, please do not hesitate to get in touch.

Aren’t these just too polite, almost deferential?

Let’s be confident.  After all, confidence is an attractive quality and we all want our goods or services to be attractive, don’t we?

Don't put the cart before the horse

What do you make of these sentences?

"Start using our great new CRM system to improve your efficiency."

"Call us today to find out more."

"The directors are facing some tough decisions, if they want to sort out this mess."

Notice anything odd about them?
 

Avoid cliches like the plague

Don't you hate cliches?

I do.  I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

First off, clichés are boring.  In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache.  But what upsets me about clichés more than anything else is that they’re a symptom of my other pet hate - laziness.

 

This time it's personal

Use empathy to engage your readers

Remember those heady days when mail merge was first available for PC users?
You do?  I’m not sure I believe you.  No matter.  If you truly are that old, you’ll recall the excitement -

"Great!  Now we can write like this …

 

Promises Promises

Do you remember this ad?

You do?  Wow!  That's some confession.  You must be nearly as old as me.

Next question.

Will you admit to sending off for the Charles Atlas body-building programme?  OK - me neither.

Those body-building ads ran longer than any other ads in history, so they must have had something going for them.

But what was it that made them so effective?
 

If? If? What do you mean IF?!?

Writing a great Call-to-Action

At the end of an ad, how often do you read this?

“If you’d like to order, please call us on ...”
“If you want to find out more, then reply today …”
“If you’re looking for a great way to earn money from home, then get in touch …”

These are all examples of what those marketing folk label a Call To Action (CTA).
 

Bite that bullet!

What’s so special about bullet points?

✓ They’re great
✓ They look cool
✓ Admit it - you love ‘em
✓ Use them … and your readers will love you too

 

Do I have to repeat myself repeat myself repeat myself?

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.
 

Is Usain Bolt really the King of pace?

He certainly knows a bit about going flat out, but when we're writing, isn’t pace more subtle than that?

You’ll have noticed that I’m always banging on about the virtues of keeping things short.  Short words, short paragraphs, short sentences … but hang on a minute.  Does this always have to be the case?  Look what happens if your sentences become unrelentingly punchy.
 

Pages

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