In the past, information was published by specialist organizations. Today, everyone has become a publisher. The Internet and home publishing software make electronic and traditional publishing easy and affordable. As only 0.003% of content published every year is in printed form (1), the Web accounts for the vast majority of this content explosion, with websites and blogs springing up in their millions.

The Internet in particular is an empowering medium, a place where everyone can have their say, where the ability to publish for yourself is key, and the quality of writing isn’t necessarily the issue. The problem is, the majority of businesses view publishing information in the same haphazard way, especially online.

In business terms, presenting your company to a competitive and fickle marketplace using poor quality content is commercial suicide. It’s a mystery, therefore, why companies don’t see publishing information in all its forms as an opportunity to shine. If you were to make a business presentation to a room of potential clients, you would choose your words very carefully, so why don’t we do the same with our written content? Sadly, it seems that when it comes to copywriting and content, on the Internet and in print, many companies are happy to settle for mediocrity – and unfortunately mediocrity doesn’t sell.

Less than 10% of books submitted to ‘conventional’ print publishers get published. Stringent quality controls mean only the best books get through. Yet in terms of corporate writing, in sales letters, brochures and on company websites, it often appears that no quality controls have been used at all. Customers notice this lack of quality in your content and wonder if this negative approach extends throughout your whole organisation.

If your competitors use sparkling content to sell their products and services, while a well-intentioned staff member who is not a professional writer produces your copy – you can guess what will happen. Not only will you lose business due to ineffective content, you’ll also be paying a non-specialist to write it. No wonder so many new businesses, especially Web based ones, sink without a trace. As experienced copywriter Gerry McGovern says, “It’s the classic ‘garbage in, garbage out’ situation” (2), where companies produce rubbish content, and are then surprised by the equally rubbish response to it.

It Pays to Get Your Copy Right

So how does your business get into the top 10% in terms of publishing consistently high quality content? The solution starts with a simple notion – respect for your reader. In the rush to make themselves heard amongst the millions of voices in the mass media, it seems that many businesses panic, and hurry to express themselves in an incoherent way that doesn’t do them justice. In producing corporate content, their view becomes one of ‘We must get out there and shout louder than the rest!’ – without paying much attention to what they’re actually shouting about. In the information age this is sometimes called ‘hype’ or ‘lack of substance’ – some call it ‘spin’. Whatever the description, no one is buying it.

On the other side of the equation, the company that chooses well thought out content, delivered in a clear and consistent voice directly to their target reader, finds they don’t have to shout at all. They suddenly discover that content alone has given their company a unique personality.

In short, top quality content will definitely be read if it is delivered to the right reader at the right time, and it won’t have to jump up and down to make its point. The resulting effect will be copy that represents your company with refinement and panache, and people will see you as somebody worth doing business with. So remember, whether spoken by your sales team, printed in your brochure or published on your website – in the information age it is words that sell your business.

Sources
1 & 2 – Gerry McGovern and Rob Norton, ‘Content Critical’, Prentice Hall Financial Times, 2002

“An important first task when you are planning a piece of written work is to think carefully about its purpose.” (1). Start by identifying your reader, bearing in mind these three simple questions:

* Who is my reader?
* Will they read this?
* What value is being created? (2)

If, for example, your brief is to write a 1000 word ‘business to consumer’ brochure on a new range of motorized mobility scooters – the language, tone and style of your piece should not be targeted towards the youth audience. Sounds too obvious? Look in any newspaper, magazine or at any website, and you’ll soon find countless examples of advertisements for products that seem to be incongruously addressing a completely irrelevant market. This accounts for the irritation or amusement you feel when viewing a TV advert not aimed at you. When this happens, the audience feels disconnected straight away, and the intended message of the content falls between the cracks. It’s one of the biggest reasons sales copy and adverts fail.

In our example, after you’ve identified your main ‘mobility scooter’ readership as senior citizens, you then have a very compelling reason why they will want to read about your new products. But it’s a competitive market and the scooters won’t sell themselves. So the next part of the process is to ask yourself, ‘What’s in it for my intended readers – what benefits will our products give these readers over and above those of our competitors – and how do I communicate this to them in a language they will appreciate?’

Consider benefits, not just features

This is when the ‘analysis’ stage of the research process kicks in – when you go back to your product and set out all the features it offers your target reader, listing the corresponding benefits. Think about everything your product can do, and how this will help the reader – how this will create value for them within the content you are about to write.

If at this stage you need to clarify certain product features or specifications, or identify more generalized subject matter that reinforces your point – go onto the Internet and Google your key topics, read up on relevant details that will put your claims into an authoritative context. Imagine yourself in the mindset of your target reader, and search for examples of similar products directed at them. Note the language used to talk to them, and consider what works and what doesn’t in terms of tone.

The more detailed your research at this stage, the more rounded and effective your writing will be. You might think you’re collecting superfluous details, but when it comes to actually writing your content, you’ll find you’re already a ‘mini expert’ on the subject, and can cherry pick the best facts, stats and juicy pieces of information to back up your message.

The final stage of your research should take the form of collating your rough notes into a definitive structure. This structure will depend on the media in which your content will be published – for example, writing for the Web is very different than writing a sales letter or brochure – but if your research is sound you’ll put yourself on a solid footing for actually structuring and writing effective content.

Sources

1. Prof. Gail Huon, The University of New South Wales, Writing Workshop, 2006
2. Gerry McGovern and Rob Norton, ‘Content Critical’, Financial Times Prentice Hall, 2002

It’s not my place to mock these people, and I politely explain that I’m not a lawyer and I’m not involved in copyright. After all, you either know what a copywriter does or you don’t. When my friend’s dad, a graphic designer, suggested I would make a good copywriter when I was 15, I didn’t know what one was either.

Yet, it has occurred to me that this lack of understanding could be getting in the way of how some businesses present themselves using the written word. After all, if you want your sales letter to pull more leads and don’t know that a copywriter can help you (or if you do, how to approach one), your attempts at improving your sales could be limited.

There are several ways to describe what a copywriter does, and the dictionary definition seems the least satisfying to my mind. This is from Collins Online Dictionary:

Copywriter
NOUN
A person employed to write advertising copy (1)

Seems simple but also a little clinical doesn’t it? This definition doesn’t even hint at what I think is the artistry that goes into being a copywriter, and our ability to tap into and drive emotions. That’s why my preferred description is this, a version of legendary copywriter John E. Kennedy’s famous quote on advertising made in 1905:

“(Copywriting) is salesmanship in print.”

Or put another way, this time by advertising agency owner Judith K. Charles in 1982:

“A copywriter is a salesperson behind a typewriter.” (2)

Ok, so we’ve got over the gender bias in this last quote, and I know we all use computers these days, but you can see what I’m getting at. In its most raw form, copywriting is all about making more sales or driving specific actions, and this is where the average business owner’s ears usually prick up.

In my view, all good copywriting has a clearly defined purpose. It drives an action towards a specific outcome, such as making a sale, gaining a new lead, getting someone to request a product sample etc. Clients sometimes say to me that their copy is just for information purposes only. What’s the point of that? Surely it’s what you actually do with that information that’s important. Why produce a static page of words? It’s like employing a boring and uninterested salesperson.

When business people ask how copywriting can best help their business, I always point out that targeted copywriting should be viewed as your silent sales force, exponentially growing your business for a relatively low outlay. That’s why I also think copywriting is the single best investment that anyone can make in their business.

Well I would say that wouldn’t I, on my own website, advertising my own copywriting services. Well yes, of course – but for one very important objective distinction.

Done properly, especially in the case of direct response copywriting, the results of what the copywriter produces are independently measurable. That is to say, you can’t argue with a professionally written sales letter that out pulls your existing marketing material – or equally, hide from a piece of writing that doesn’t pull the desired response. So in this sense, if copywriters are doing their job properly, they are really putting themselves on the line for your business. If their copy works – everyone’s happy. If it doesn’t, that’s usually the end of the relationship between client and copywriter. That’s why choosing an experienced copywriter helps, although none of us get it right all the time. Oh, and if you aren’t currently measuring the success of your copywriting and marketing campaigns – you don’t know what works anyway and neither does the copywriter you’re using – and you’re no doubt wasting your money.

Putting it straight, ‘a copywriter is a salesperson behind a PC’, and what they write can change your company for the better if properly measured and tested. If you don’t know what a copywriter is for, or what words mean to your company, or indeed how to measure their success – you don’t need a copywriter at all, you need a reality check. Words form the basis of everything your company is trying to achieve, and it’s sad but true that they’re nearly always an afterthought for every advertising and marketing campaign out there.

I mentioned how to employ a copywriter earlier, so let’s finish on that. A good copywriter will be easy to approach, and will talk through what you want to achieve even before they quote you on a project. Once you’ve agreed terms, they’ll then ask you lots of questions about what you want to achieve so you can meet your objectives. They’ll then get on and write your copy. It really can be (and should be), as simple as that to use words to grow your business.

Sources

1. Collins Online Dictionary, 2008
2. Robert W. Bly, “The Copywriter’s Handbook’, 3rd Edition, Owl Books, 2005

When you’re launching a new product or service, there’s normally a whole load of written information that goes with it, even if it’s a new venture. As well as asking you lots of questions about your project, the copywriter will need to see as much of this written information as you can muster.

Essential sources of background information can include:

* Previous adverts
* Brochures
* Press releases
* Product descriptions
* Technical information
* Website copy
* Articles
* Competitor ads
* Technical drawings
* Marketing plans
* Internal communications

If you’ve employed a copywriter who knows what they’re doing, they will then ask you a series of questions covering the following things about your product and/or service:

* What are its features and benefits?
* What is its unique selling proposition (USP)?
* What and who are you competing against?
* How is it used and by whom?
* What problems does it solve?
* How does it work in detail?
* Do you have any testimonials about it?
* How do you deliver it?
* What after sales service do you offer?
* What guarantees do you give? (1)

The copywriter will then need to know some key things about your target audience. You can find out about your target market by reading magazines where similar ads to yours appear, or by visiting forums or blogs within the same market sector. Note how people in your target audience are addressed, and equally how they express themselves. You’ll then be able to answer when your copywriter asks you:

* Who will buy this product and why (is it based on price, performance, delivery etc)?
* Describe your average buyer’s character, what are they like, what do they do?
* What motivates the buyer, what would cause them to act?
* What influences should the copy appeal to (greed, fear, love, vanity etc)?

Lastly, you must define the objective of your copy for the copywriter. All good copy drives action, and you must make this clear to the writer or you won’t achieve the response you want. Do you want your copy to:

* Generate sales?
* Create new business leads?
* Answer customer inquiries?
* Qualify new prospects?
* Give out product information?
* Build your brand or company image?

In summary, if you can do a bit of research before hiring a copywriter, you’ll be able to brief them properly and get excellent copy as a result. It may take some time to do properly, but your effort will be rewarded with a successful advertising or marketing campaign. Your copywriter will also love you for it – because all writers relish a good brief.

Sources

1. Robert W. Bly, “Take Your Copywriting to the Next Level”, A Special Report, 2008

Some general points

You must always start every sales letter by researching your target market to get a clear idea of who you are writing to. Equally, you must consider why you are writing to them and always consider their question of ‘what’s in it for me’ at all times, (more of this below). You can then buy in a mailing list based on your requirements – or better still, build a list to mail yourself. There are several ways of doing this, and we’ll go into these issues in another post. But obviously, if you have a crap mailing list it doesn’t matter how great your sales letter is – your response will be rubbish. It makes sense, but many businesses seem oblivious to this fact.

Secondly, how can you ever know if your sales letters work if you don’t test them? You should send out small mailings of perhaps up to 2,000 or less, and change important elements like the headline, first paragraph, offer or guarantee on each letter. Make just one change at a time and give each letter a unique code – and then you can see what’s working best and further refine it. Ask your sales team to note what each caller’s offer code is for each letter, and get them to record the results. Do the same with your uniquely coded online forms, reply cards and order forms. You’ll then get a clear picture of what’s happening and why.

Never send an untried sales letter to your full mailing list. It’s always easier to scale up positive results than recover from the expensive failure of sending out thousands of untested letters. I’ve actually argued with clients about this – but response rates are directly scalable. If you get 20 responses from sending 1000 letters, you will most probably get 200 from sending 10,000.

The nine sales letter essentials

(These elements can be used in this order on the page).

1. A great headline

Always use a benefits’ laden and emotive headline that grabs the reader’s attention. The purpose of the headline is to make the prospect read the first sentence of your body copy – so it’s very important and you should try several to see which one works best.

2. A great sub headline

Again, tailor this to your target reader. Reaffirm the offer or try to grab their attention to draw them into the letter – the more time you spend thinking up and testing headlines and sub headlines the better. If you’re unsure what works best, read them out to friends and colleagues and ask them which ones they like.

3. Compelling body copy

From the very first line, each paragraph should go about answering the ‘what’s in it for me’ question that your reader will be asking. Don’t go on about how great you and your company are, offer the reader something of benefit and then repeat that offer. Speak directly to your target reader on a personal basis, use the word ‘you’ more than the word ‘I’ in your sentences. The first line of the first paragraph should preferably include the main benefit of your product or service.

4. Relevant testimonials

Comments from satisfied customers are only useful if they are benefits driven, so again choose ones that answer the ‘what’s in it for me’ question. Don’t just stick in ones that say how great you are – no one likes a clever clogs.

5. An irresistible offer

Don’t just offer a 10% discount (unless price discounts are highly effective in your marketplace) – be creative. How about a free report or product sample, or a free gift related to your product and the reader’s interest in it? Get into the mind of your target reader and consider what benefits are making them buy your product. Zero in on this need and tailor your offer to match their desire.

6. A cast iron guarantee

Take the risk out of the reader’s buying decision by offering a strong guarantee to sweeten the pill. In general, people don’t like asking for their money back or complaining unduly, so if you’re confident about your product or service and respect your customer – you shouldn’t have a problem. A solid guarantee always adds credibility.

7. A strong call to action

Don’t forget to ask for the sale! Tell your reader what to do and how to buy from you. Give them a phone number or email address – but don’t confuse them with too many options. Think of it like a funnel – you want your prospect to go down the channel you have created for them – without them thinking you’re pushing them into it.

8. A PS that reiterates your offer

After you’ve signed the letter, always include a PS that restates your offer and how the prospect can contact you. This gives one last chance for you to funnel the reader into buying from you.

9. Strong graphic design

Great design can paint pictures where words seem clumsy, and if you include high quality images, guarantee shields, logos and colour schemes – design can complement your copy and add that extra bit of class that turns a good sales letter into a great one.

In summary

You can also add in prices after the call to action if it’s a direct sales piece, but if you’re trying to get leads or qualify prospects – leave your prices out. You can talk about that once you’ve got your prospects on the phone or in a face to face meeting.

Lastly, try to develop a unique personality in your sales letters, a tone of voice that reflects who you are as a person. This will make your letters more dynamic and compelling, and will help build you up as a character that your clients can relate to. Just remember to always sign your letters personally and say who you are – there’s nothing worse than an anonymous letter that uses generalized language.

Try some of these techniques for yourself in your own sales pieces, and don’t forget to test responses carefully. You’ll be pleasantly surprised by your increased response rates.

Yet Shakespeare was an innovator, and sensed that the audience of Elizabethan England was changing. So he decided to dip into both styles of writing and add in some of his own wit and intellect, to create a new type of play which audiences both wanted and responded to. In short, the new commercial theatres were demanding new content, and Shakespeare and his contemporaries endeavoured to fill the gap.

So what’s all this got to do with blogging?

Well it seems to me that Shakespeare’s unique approach is similar to the art of the modern blogger. We too select what we like from more traditional modes of writing – journalism, web writing, diary keeping, email and corporate communication – to deliver innovative and vibrant content that best speaks to the blog-savvy audience.

We apply our own personality to make each post unique, just as Shakespeare did with his new style of writing. And in the same way as Elizabethan theatre goers started to demand new voices, so the 21st century digital audience wants its content presented in a different way too. How else do you account for every major newspaper or news publisher now having a blog?

Shakespeare was also known to ‘borrow’ from or be influenced by his contemporaries, such as Marlowe and Jonson. It was their combined scorn of certain elements of society that changed writing styles once again, heralding the satire of the Jacobean period. And just as bloggers today invite comment and discussion from their peers to move things forward, so such discourse existed in Shakespeare’s time too.

So next time you sit down to write a post for your blog, consider perhaps the context of where the history of content creation has brought us. We may not have his writing skill, but surely the great man would be thrilled by the freedom, innovation and attraction of what we do.

Ultimately, there’s only one conclusion to reach from all this. If the Bard were alive today, Shakespeare would definitely be a blogger.