Ever had a touch of the ‘bureaucracies’? A twinge of ‘official-itis’? You may not have heard of these conditions but, as a small business owner, perhaps you’ll recognise some of the symptoms:
1. Writing ‘we are/are not amused’ letters from “our Client Services Manager” who wishes to “bestow unwavering gratitude for the timely manner in which payment of our invoice for services rendered has been remitted.”
2. Proclaiming the benefits of services in a brochure that reads: “You are encouraged to try our services to see if they work for you. If they don’t, we may be willing to consider reimbursement.”
3. A web page that tells visitors everything that the business does and how it does it using only words with a minimum of three syllables to demonstrate that it is sophisticated, knowledgeable about almost everything and will always know more than them even if it’s not in the business’ field of expertise. And not a bullet point in sight! Punctuation can be a tad scarce as well.
Now, let’s try some ‘real-speak’ remedies for the above:
1. “Thank you for paying our bill so quickly.”
2. “So give us a try. If you’re not satisfied with the results, we’ll refund your money – guaranteed!”
3. The web page should:
a. Be friendly
b. Make visitors feel welcome
c. Be easy to understand while illustrating expertise
d. Use bullet points and appropriate punctuation to enhance the reader’s experience.
These are pretty extreme examples but there is often the tendency to keep our selves out of our written communications with customers and prospects.
Why is this? Could it be that we’re afraid of being seen as less than professional if our customers see the human side of our business?
Perhaps it feels safer to hide behind: “Our office is obliged to remind you that payment is due” rather than: “I’d like to remind you that your payment is due.”
After all, isn’t it better if a client gets mad at The Office instead of me?
Let’s look at it another way.
One thing that’s nice about living in a small hamlet is that business is always personal. The Post Office lady knows me by name, and I know her. The same with the couple who run the General Store. It’s never just about milk, bread and pop-rivets; there’s always a chat and a laugh as well.
What about you? Do you prefer a recorded message asking for your customer code when phoning a business or a real human being with a friendly welcome who asks how he can help?
It’s time to appreciate how great you are for your business. After all, it wouldn’t exist without you. So, let your customers in. Let them see who you are – the living, breathing, marvellous and fabulous being behind all the marvellous and fabulous things that you do.
Start with your letters. Write them from you instead of your office. Think of your customer as a living, breathing human sitting in a chair, holding your letter. Imagine her wearing glasses and reading by the light of an art-deco lamp. She loves that lamp; it’s been in the family for years.
Now write – to her.
You are the heart of your business. So let that heart shine through!
© Carol Dorman 2008
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Tuesday, April 15, 2008
Speak Up and Listen
Copywriting is very subjective, especially when it's your own. It is important, however, to allow yourself the freedom to regard your writing objectively. This can be a really hard thing to do and, chances are, you'll end up seeing either too few flaws in your work or far too many.
You may, of course, ask a friend or colleague to review your work and this can be very useful.You can also train yourself to look at your writing objectively all by yourself.
The tools you will need for this exercise are:
- An audio tape recorder
- Some junk mail or magazines
- Your copywriting piece
- Your voice
Begin by reading through the junk mail or magazines until you find three or four advertisements of a similar length to yours.
Read each one aloud to rehearse. Next, record yourself reading each advertisement, making sure you read yours second. That's right - second!
When you have recorded them all, rewind the tape, turn off the recorder and do something else. In fact, don't even go near it again until after your next meal.
When you do go back to the tape recorder, leisurely turn it on and listen. Make mental notes of what you like or dislike about each one.
- How does ad A differ from ad D?
- What do C and B have in common?
- Why would you buy from D and not from B?
- Why would you try B's product but not A's?
Listen to the ads' calls to action and evaluate the effectiveness of each.
At the end of this exercise you will have:
- A more objective view of your work
- A sense of how it compares with others
- Realised a career in radio is always another option...
So don't be shy. Speak up and listen!
© Carol Dorman 2008
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
You may, of course, ask a friend or colleague to review your work and this can be very useful.You can also train yourself to look at your writing objectively all by yourself.
The tools you will need for this exercise are:
- An audio tape recorder
- Some junk mail or magazines
- Your copywriting piece
- Your voice
Begin by reading through the junk mail or magazines until you find three or four advertisements of a similar length to yours.
Read each one aloud to rehearse. Next, record yourself reading each advertisement, making sure you read yours second. That's right - second!
When you have recorded them all, rewind the tape, turn off the recorder and do something else. In fact, don't even go near it again until after your next meal.
When you do go back to the tape recorder, leisurely turn it on and listen. Make mental notes of what you like or dislike about each one.
- How does ad A differ from ad D?
- What do C and B have in common?
- Why would you buy from D and not from B?
- Why would you try B's product but not A's?
Listen to the ads' calls to action and evaluate the effectiveness of each.
At the end of this exercise you will have:
- A more objective view of your work
- A sense of how it compares with others
- Realised a career in radio is always another option...
So don't be shy. Speak up and listen!
© Carol Dorman 2008
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
When Junk Mail isn’t Junk
I admit it. Many wouldn’t but I do. I read my junk mail! Not only that, I actually look forward to receiving it.
As a copywriter, I like to see what bits ‘work’ in the material and what could have been worded differently. It’s amusing to pick out what the ad writer was trying to do. For example: identify our pain then explain how they can fix it, or speak to a targeted niche through a very direct headline. Then, of course, there’s the ‘Copywriting 101’ basic: spelling out benefits rather than features.
Most of the time, the copywriting is pretty text-book; the kind of stuff we all know. But once in a while, there’ll be a rainbow. A letter like the one I received recently from a charity. A letter that stood out so far from the rest by its simplicity and straight-from-the-heart honesty.
It was asking for donations to help those in our midst who are struggling. Families in poverty, homeless, people living on the fringes of society who are often overlooked. Unlike many letters from charities, however, this one didn’t seek to make the reader feel guilty if they chose not to act. Instead, the writer stated simply, concisely and honestly what was needed and why.
I sent off a donation immediately without hesitation and learnt there are times when it’s not the theory that counts, it’s the heart.
As a copywriter, I like to see what bits ‘work’ in the material and what could have been worded differently. It’s amusing to pick out what the ad writer was trying to do. For example: identify our pain then explain how they can fix it, or speak to a targeted niche through a very direct headline. Then, of course, there’s the ‘Copywriting 101’ basic: spelling out benefits rather than features.
Most of the time, the copywriting is pretty text-book; the kind of stuff we all know. But once in a while, there’ll be a rainbow. A letter like the one I received recently from a charity. A letter that stood out so far from the rest by its simplicity and straight-from-the-heart honesty.
It was asking for donations to help those in our midst who are struggling. Families in poverty, homeless, people living on the fringes of society who are often overlooked. Unlike many letters from charities, however, this one didn’t seek to make the reader feel guilty if they chose not to act. Instead, the writer stated simply, concisely and honestly what was needed and why.
I sent off a donation immediately without hesitation and learnt there are times when it’s not the theory that counts, it’s the heart.
The Call to Action
In any marketing piece, the call to action is, arguably, the most important part. A snappy headline may grab the readers' attention while the body of the message outlines why they absolutely must have the advertised product, but it is the call to action that tells them how to get it.
Writing an effective call to action does take practice, however, there is a S.U.R.E. way to remember the basics:
Specific - Tell your reader exactly what you want him to do. For example, instead of saying "buy our widget" say "call us now on 1300WIDGET and you can be widgeting away in just three days!"
Urgency - Add a sense of urgency to your call to action. Using terms like Act Now, Call Today and Limited Offer will instil a notion that this offer really must be taken up now.
Reinforce - Reinforce the reasons why the reader simply must have this product. State the benefits again in abbreviated form. For example: "Call us today on 1300ALIENCRAFT and experience your very own extraterrestrial adventure."
Entice - Offer something extra to entice the reader to take action. It may be a free report or extra month's membership - whatever it is, ensure that it is something that the reader will value. In the case of our space buffs above, the enticement may go something like: “Remember, the first 200 to order receive a free working replica of the First Contact space craft that landed at Parliament House in 2008.”
Futuristic fairy tales aside, implementing the S.U.R.E. system will help you to write calls to action that motivate your market and get your products moving. A surefire way to success!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Writing an effective call to action does take practice, however, there is a S.U.R.E. way to remember the basics:
Specific - Tell your reader exactly what you want him to do. For example, instead of saying "buy our widget" say "call us now on 1300WIDGET and you can be widgeting away in just three days!"
Urgency - Add a sense of urgency to your call to action. Using terms like Act Now, Call Today and Limited Offer will instil a notion that this offer really must be taken up now.
Reinforce - Reinforce the reasons why the reader simply must have this product. State the benefits again in abbreviated form. For example: "Call us today on 1300ALIENCRAFT and experience your very own extraterrestrial adventure."
Entice - Offer something extra to entice the reader to take action. It may be a free report or extra month's membership - whatever it is, ensure that it is something that the reader will value. In the case of our space buffs above, the enticement may go something like: “Remember, the first 200 to order receive a free working replica of the First Contact space craft that landed at Parliament House in 2008.”
Futuristic fairy tales aside, implementing the S.U.R.E. system will help you to write calls to action that motivate your market and get your products moving. A surefire way to success!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Monday, April 14, 2008
5 Things You Should Know About Copywriting
As a small business owner, you know that to stay ahead means attracting new customers - often, without a large advertising budget. Hiring a professional copywriter is certainly a cost-effective component to any marketing campaign (Yes, I am biased...), however, there may be times when you prefer to take the bull by the horns and write your own copy.
With this in mind, here are five important points to help reap the best from your - until now - hidden talents:
1. Good copywriting is NOT synonymous with good literature.
Writing that sells usually has little or no regard for what your English teacher taught you. Sentences simply need to make sense when read - they don't need to conform to "THE RULES".
The one exception to this is spelling (see below).
2. Spelling is important.
Nothing will detract more from your written message than spelling errors. This is because the reader's attention is drawn more to the errors than the message you are trying to convey. It also implies a lack of professionalism and poor attention to detail. The solution? Always proofread your work and don't rely on Mr Spellcheck - he often gets it wrong. When in doubt, consult a dictionary.
3. Write for your reader.
Whether an ezine, sales letter or some other form of business communication, you must write what the reader wants to read - not what YOU WANT the reader to read.
Picture this: You're promoting a new health product to consumers. Which is the best approach?
a) Write a sales letter extolling the wonders of "Elixer 107", illuminating in great detail the clinical trials that identified its effectiveness to within the 98th percentile on "molecular pain prisms" and displaying all the graphical data.
or
b) Identify with the reader's daily struggle to live a normal life while crippled with arthritis and illustrate how Elixer 107 can help alleviate that struggle.
4. Don't forget a strong Call to Action
Everything you write has a reason. After all, if it didn't, you wouldn't write it...right? You wouldn't write a sales letter if you didn't want anyone to respond. You wouldn't write an article without wanting to inspire or impart knowledge and expertise. (See if you can spot the Call to Action at the end of this article.)
Sometimes, however, the Call to Action can get a bit lost and muddled by the time the last sentence is drafted. Whole chapters could be written about the Call to Action but for now, remember these few tips:
- Know what you want your reader to do before you start writing.
- Write with the end in mind. Some copywriters find it helpful to write the Call to Action first.
- Keep it simple and to the point.
5. Headline! Headline! Headline!
Without an attention-grabbing headline, your masterpiece won't receive the kudos you know it deserves.
- Don't be too cryptic - clever isn't always smart, especially if your reader doesn't know what you mean.
- Spend a lot of time on it. More time is often spent writing a good headline than the whole piece.
- Write the headline last. That way you will spend more time on it and have the whole work in context.
Writing effective copy is a valuable skill to have and, for the business owner who finds herself not too time-poor, can even be fun! Of course, these five tips are simply "tips of the copywriting iceberg", however, they do give you a solid place from which to begin.
So, start writing, follow the tips and hone your technique. And remember, if you get stuck, there'll always be a friendly copywriter somewhere to give you a hand.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
With this in mind, here are five important points to help reap the best from your - until now - hidden talents:
1. Good copywriting is NOT synonymous with good literature.
Writing that sells usually has little or no regard for what your English teacher taught you. Sentences simply need to make sense when read - they don't need to conform to "THE RULES".
The one exception to this is spelling (see below).
2. Spelling is important.
Nothing will detract more from your written message than spelling errors. This is because the reader's attention is drawn more to the errors than the message you are trying to convey. It also implies a lack of professionalism and poor attention to detail. The solution? Always proofread your work and don't rely on Mr Spellcheck - he often gets it wrong. When in doubt, consult a dictionary.
3. Write for your reader.
Whether an ezine, sales letter or some other form of business communication, you must write what the reader wants to read - not what YOU WANT the reader to read.
Picture this: You're promoting a new health product to consumers. Which is the best approach?
a) Write a sales letter extolling the wonders of "Elixer 107", illuminating in great detail the clinical trials that identified its effectiveness to within the 98th percentile on "molecular pain prisms" and displaying all the graphical data.
or
b) Identify with the reader's daily struggle to live a normal life while crippled with arthritis and illustrate how Elixer 107 can help alleviate that struggle.
4. Don't forget a strong Call to Action
Everything you write has a reason. After all, if it didn't, you wouldn't write it...right? You wouldn't write a sales letter if you didn't want anyone to respond. You wouldn't write an article without wanting to inspire or impart knowledge and expertise. (See if you can spot the Call to Action at the end of this article.)
Sometimes, however, the Call to Action can get a bit lost and muddled by the time the last sentence is drafted. Whole chapters could be written about the Call to Action but for now, remember these few tips:
- Know what you want your reader to do before you start writing.
- Write with the end in mind. Some copywriters find it helpful to write the Call to Action first.
- Keep it simple and to the point.
5. Headline! Headline! Headline!
Without an attention-grabbing headline, your masterpiece won't receive the kudos you know it deserves.
- Don't be too cryptic - clever isn't always smart, especially if your reader doesn't know what you mean.
- Spend a lot of time on it. More time is often spent writing a good headline than the whole piece.
- Write the headline last. That way you will spend more time on it and have the whole work in context.
Writing effective copy is a valuable skill to have and, for the business owner who finds herself not too time-poor, can even be fun! Of course, these five tips are simply "tips of the copywriting iceberg", however, they do give you a solid place from which to begin.
So, start writing, follow the tips and hone your technique. And remember, if you get stuck, there'll always be a friendly copywriter somewhere to give you a hand.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
The Importance of Passion
Passion. This is the fire in your belly that motivates you. The drive that forces you onward. When someone is passionate about something you can see it in their eyes - they shine. Their speech is animated, their cheekbones raised which strengthens the timbre of their voice. The quiet, unassuming soul who would usually stay unnoticed, suddenly assumes a presence that commands attention.
What does this have to do with marketing your business?
Well, if you're passionate about your business and the products or services you provide, everything! Passion moves people to notice you and, more importantly, to listen.
What a position to be in!
Imagine speaking to potential customers in such a way that they cannot turn away from you. You're speaking with such feeling that they can't help but be as excited as you are about your product. Now, this doesn't mean being aggressive. When you're passionate about something you don't need aggression. You will naturally exude an aura or magnetism that articulates your feelings.
That's great, you say. But what about my written materials? How can I infuse passion into a sales letter or web page?
I'm glad you asked!
Whenever you believe in what you're saying, your words, whether spoken or in print will have the power of your passion.
Write as you feel. Don't be afraid to display your enthusiasm for your product and commitment to service in anything you write. Because most people prefer to do business with other people - as opposed to faceless organisations - letting your humanity shine through gives you an edge.
So get excited! Remember why you started your business in the first place and why you love it so much. You're excellent at what you do and have so much to give that the world needs to hear about it. And when it does, the passion in your voice will make it your oyster.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
What does this have to do with marketing your business?
Well, if you're passionate about your business and the products or services you provide, everything! Passion moves people to notice you and, more importantly, to listen.
What a position to be in!
Imagine speaking to potential customers in such a way that they cannot turn away from you. You're speaking with such feeling that they can't help but be as excited as you are about your product. Now, this doesn't mean being aggressive. When you're passionate about something you don't need aggression. You will naturally exude an aura or magnetism that articulates your feelings.
That's great, you say. But what about my written materials? How can I infuse passion into a sales letter or web page?
I'm glad you asked!
Whenever you believe in what you're saying, your words, whether spoken or in print will have the power of your passion.
Write as you feel. Don't be afraid to display your enthusiasm for your product and commitment to service in anything you write. Because most people prefer to do business with other people - as opposed to faceless organisations - letting your humanity shine through gives you an edge.
So get excited! Remember why you started your business in the first place and why you love it so much. You're excellent at what you do and have so much to give that the world needs to hear about it. And when it does, the passion in your voice will make it your oyster.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Reaching your Audience with Empathy
Empathy: "ability to understand someone else's feelings as if they were one's own." Collins English Dictionary
Remember the last time you cried on someone's shoulder? They listened as you poured your heart out. They said: "I know" at just the right moments and you knew that they knew. You knew that they understood. Then, when the tears were almost gone, this angel - with the damp shoulder - set before you the ultimate healing balm. Perhaps it was chocolate cake and coffee, maybe sweet tea and shortbread; whatever it was it was perfect and you became yourself again.
What qualities did this insightful friend possess that so effectively relieved your distress? Chocolate cake and shortbread aside, the most powerful tool anyone can use to really reach another human being is empathy.
Empathy is what makes us feel cared for. When we sense that someone truly understands our circumstances and is genuinely concerned for us, it is easier to trust them. We listen to them and value their advice.
In business, displaying empathy is a vital part of communication. Whether you're writing a sales letter, meeting with an employee or phoning a supplier, showing that you understand the other party and are concerned for their circumstances will always present you in a favourable light.
Think of your audience.
Who will you be writing or speaking to? What are their concerns, desires and struggles? How do those concerns, desires and struggles make them feel?
This is important. This is what you need to "get".
Empathy with your audience means understanding their feelings as though they were your own.
Take your time.
Spend a moment contemplating the circumstances of your audience. Think of them as your circumstances and how they make you feel.
Communicating from a position of true understanding allows people to trust you. It builds rapport and sets you apart from the rest as one to whom others can relate.
So before you write that next marketing piece or make that cold call, temper your message with the wisdom and insight of that angelic friend, Empathy.
It's chocolate cake and shortbread all round!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Remember the last time you cried on someone's shoulder? They listened as you poured your heart out. They said: "I know" at just the right moments and you knew that they knew. You knew that they understood. Then, when the tears were almost gone, this angel - with the damp shoulder - set before you the ultimate healing balm. Perhaps it was chocolate cake and coffee, maybe sweet tea and shortbread; whatever it was it was perfect and you became yourself again.
What qualities did this insightful friend possess that so effectively relieved your distress? Chocolate cake and shortbread aside, the most powerful tool anyone can use to really reach another human being is empathy.
Empathy is what makes us feel cared for. When we sense that someone truly understands our circumstances and is genuinely concerned for us, it is easier to trust them. We listen to them and value their advice.
In business, displaying empathy is a vital part of communication. Whether you're writing a sales letter, meeting with an employee or phoning a supplier, showing that you understand the other party and are concerned for their circumstances will always present you in a favourable light.
Think of your audience.
Who will you be writing or speaking to? What are their concerns, desires and struggles? How do those concerns, desires and struggles make them feel?
This is important. This is what you need to "get".
Empathy with your audience means understanding their feelings as though they were your own.
Take your time.
Spend a moment contemplating the circumstances of your audience. Think of them as your circumstances and how they make you feel.
Communicating from a position of true understanding allows people to trust you. It builds rapport and sets you apart from the rest as one to whom others can relate.
So before you write that next marketing piece or make that cold call, temper your message with the wisdom and insight of that angelic friend, Empathy.
It's chocolate cake and shortbread all round!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
The Power's in the Prose
Have you ever stumbled across a website that seemed wonderful when you first saw it? Graphics engaging, colours spectacular -almost emailed your compliments to the webmaster ... until you saw the first spelling error. You kept on reading - after all, typos can happen to anyone, right?
Then you spotted another, and another. What's more, apostrophes seemed to jump out from nowhere and randomly land out of bounds, in words like: "who'se" or "want's" or "it's".
**Okay, "its" is a tricky one, being the only instance where an apostrophe shouldn't be used to indicate ownership - eg: "The dog found its bone." Rather, the apostrophe in "it's" simply abbreviates two words: "it is" - eg: "It's cold outside."**
Spelling errors and wayward apostrophes were not the end of this web page's troubles. Awkward grammar, confused punctuation and a First to Third person identity crisis all led to one very frustrated website visitor, no longer eager to invest any more time there.
The saddest thing about this scenario is that the product or service being peddled on the website may, in fact, have been very good. Unfortunately, neither you nor the webmaster will benefit from it. The webmaster won't sell it and you won't buy it. All because the message was lost in a mire of mistakes.
What does this teach us?
- Never underestimate the power of correctness to sell when crafting your sales messages.
- Never underestimate the power of correctness not to sell when crafting your sales messages.
Visiting a website where the message isn't clear is like walking into a shop and finding all the labels written backwards. You will eventually be able to read them, after spending time deciphering them, but would you want to? Would you not rather exit the store and patronise one that cared enough about you to ensure your convenience?
So, let's hear it for the humble dictionary and a few good proofreading sessions. More than a match for whizzing and banging flashing graphics.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Then you spotted another, and another. What's more, apostrophes seemed to jump out from nowhere and randomly land out of bounds, in words like: "who'se" or "want's" or "it's".
**Okay, "its" is a tricky one, being the only instance where an apostrophe shouldn't be used to indicate ownership - eg: "The dog found its bone." Rather, the apostrophe in "it's" simply abbreviates two words: "it is" - eg: "It's cold outside."**
Spelling errors and wayward apostrophes were not the end of this web page's troubles. Awkward grammar, confused punctuation and a First to Third person identity crisis all led to one very frustrated website visitor, no longer eager to invest any more time there.
The saddest thing about this scenario is that the product or service being peddled on the website may, in fact, have been very good. Unfortunately, neither you nor the webmaster will benefit from it. The webmaster won't sell it and you won't buy it. All because the message was lost in a mire of mistakes.
What does this teach us?
- Never underestimate the power of correctness to sell when crafting your sales messages.
- Never underestimate the power of correctness not to sell when crafting your sales messages.
Visiting a website where the message isn't clear is like walking into a shop and finding all the labels written backwards. You will eventually be able to read them, after spending time deciphering them, but would you want to? Would you not rather exit the store and patronise one that cared enough about you to ensure your convenience?
So, let's hear it for the humble dictionary and a few good proofreading sessions. More than a match for whizzing and banging flashing graphics.
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Six Ways to Increase your Business Proposal Success Rate
At some point, most businesses, large and small, will seek a commercial relationship with another enterprise or organisation. The means by which this is achieved is a Business Proposal.
There are basically two types of business proposals:
Solicited: Also known as Expressions of Interest or Tenders, these are requested by large organisations and government departments and are for the provision of services within specific parameters.
Unsolicited: One enterprise contacts another, without having been invited to do so, for the purpose of conducting business.
While the presentation requirements may differ between these two types, six elements are vital to both. How effectively these elements are presented to the relevant decision-makers will determine each proposal’s level of success.
1. Focus on the potential client in your submission. Communicate that this particular organisation is the centre of your attention. Show that you are familiar with its purpose and philosophy.
2. Identify any problems or challenges they face that are within the scope of your expertise. Explain how these challenges would be met and solved using your services.
3. Demonstrate your expertise and qualifications. Use examples of previous projects, explaining how you solved each client’s problem and the results achieved.
4. Illustrate the value of doing business with you. Don't be misled by thinking that price is the ultimate factor in influencing whether or not your business proposal is accepted. Perceived value is of equal, if not, more importance. Ie: If a company can see an increase in benefit and/or profit by doing business with you, that benefit will be considered in conjunction with price. Added value benefits such as customer care, after sales service and training will also heighten the proposal's chances of success. These are the “extra mile” activities that make a client feel special.
5.Testimonials from happy clients. Using testimonials is a powerful way to impress upon potential customers just how beneficial using your services will be for them.
And, finally…
6.Ensure that the submission is prepared for maximum ‘readability’. No grammatical or spelling errors are allowed and it must be easy to read. Proofread the text, then proofread it again. Proofread it, yet again or have someone else proofread it for you. It’s surprisingly easy to miss the simplest of errors in a text, even after checking it several times.
Remember, submitting a business proposal is not, nor should it be viewed as, the act of someone desperate for work. It is, rather, a way of communication between enterprises of how one can be of service to another.
Of course, there is no guarantee that, having completed and despatched your submission, you will be retained by the prospect. However, if the vital elements outlined here are included, your submission has the best possible chance of being favourably received.
Either way, you may bask in the knowledge of yet another organisation being made aware of the benefits of doing business with you – and that’s definitely a positive result!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
There are basically two types of business proposals:
Solicited: Also known as Expressions of Interest or Tenders, these are requested by large organisations and government departments and are for the provision of services within specific parameters.
Unsolicited: One enterprise contacts another, without having been invited to do so, for the purpose of conducting business.
While the presentation requirements may differ between these two types, six elements are vital to both. How effectively these elements are presented to the relevant decision-makers will determine each proposal’s level of success.
1. Focus on the potential client in your submission. Communicate that this particular organisation is the centre of your attention. Show that you are familiar with its purpose and philosophy.
2. Identify any problems or challenges they face that are within the scope of your expertise. Explain how these challenges would be met and solved using your services.
3. Demonstrate your expertise and qualifications. Use examples of previous projects, explaining how you solved each client’s problem and the results achieved.
4. Illustrate the value of doing business with you. Don't be misled by thinking that price is the ultimate factor in influencing whether or not your business proposal is accepted. Perceived value is of equal, if not, more importance. Ie: If a company can see an increase in benefit and/or profit by doing business with you, that benefit will be considered in conjunction with price. Added value benefits such as customer care, after sales service and training will also heighten the proposal's chances of success. These are the “extra mile” activities that make a client feel special.
5.Testimonials from happy clients. Using testimonials is a powerful way to impress upon potential customers just how beneficial using your services will be for them.
And, finally…
6.Ensure that the submission is prepared for maximum ‘readability’. No grammatical or spelling errors are allowed and it must be easy to read. Proofread the text, then proofread it again. Proofread it, yet again or have someone else proofread it for you. It’s surprisingly easy to miss the simplest of errors in a text, even after checking it several times.
Remember, submitting a business proposal is not, nor should it be viewed as, the act of someone desperate for work. It is, rather, a way of communication between enterprises of how one can be of service to another.
Of course, there is no guarantee that, having completed and despatched your submission, you will be retained by the prospect. However, if the vital elements outlined here are included, your submission has the best possible chance of being favourably received.
Either way, you may bask in the knowledge of yet another organisation being made aware of the benefits of doing business with you – and that’s definitely a positive result!
© Carol Dorman 2007
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
The Voice of the Marketer's Hat
Marketing is often considered a 'necessary evil' - something not everyone is comfortable doing. Personally, even as a copywriter, I find it far easier to write marketing materials for other businesses than my own.
Nevertheless, if a business is to grow it needs customers. And without some form of marketing, those customers will simply not appear. Therefore, it's time to forget about hype and lights, bells and whistles, slogans and catch-cries and instead, look at marketing for what it really is.
Communicating. That's it - no tricks.
Marketing, in all its forms is simply communicating your business' message to your target market in a way that market easily understands.
So, what's the voice of the Marketer's Hat? The voice of the Market! Sounds simple, doesn't it? Well, you do need to understand your market--how it speaks, what it wants, its quirks and foibles. This may take quite a lot of research to get right, but when it is, your Marketer's Hat will perform miracles!
You will know how to communicate and, whether or not you provide the words, you will provide the 'feel', the 'tone' and the 'vibe' that will direct your marketing campaign to its most profitable outcome.
Ah yes, the Marketer's Hat...red with feathers in it, methinks.
© Carol Dorman 2006
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Marketing is often considered a 'necessary evil' - something not everyone is comfortable doing. Personally, even as a copywriter, I find it far easier to write marketing materials for other businesses than my own.
Nevertheless, if a business is to grow it needs customers. And without some form of marketing, those customers will simply not appear. Therefore, it's time to forget about hype and lights, bells and whistles, slogans and catch-cries and instead, look at marketing for what it really is.
Communicating. That's it - no tricks.
Marketing, in all its forms is simply communicating your business' message to your target market in a way that market easily understands.
So, what's the voice of the Marketer's Hat? The voice of the Market! Sounds simple, doesn't it? Well, you do need to understand your market--how it speaks, what it wants, its quirks and foibles. This may take quite a lot of research to get right, but when it is, your Marketer's Hat will perform miracles!
You will know how to communicate and, whether or not you provide the words, you will provide the 'feel', the 'tone' and the 'vibe' that will direct your marketing campaign to its most profitable outcome.
Ah yes, the Marketer's Hat...red with feathers in it, methinks.
© Carol Dorman 2006
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
Sunday, April 13, 2008
A Voice for Every Occasion (or Don't Keep it Under your Hat)
Owning a business usually means wearing several different hats - often at the same time. Employer, manager, marketer, diplomat, business strategist, spin doctor, counsellor, coach, just to name a few. (Are we tired yet?) And each hat needs its own voice. Voice? Talking hats? What the...?
Let me explain.
Every role you play in the running of your business requires that you communicate with someone. The way that you communicate depends on which hat you're wearing at the time. And, the audience with whom you're communicating determines which hat you wear. Did you get that?
The audience with whom you're communicating determines which hat you wear.
This is a very important point to grasp as it will affect the outcome of everything you say, write or do.
For example: Let's say you sell bicycles. You employ sales people and back up staff in the shop as well as a website guru for your online sales. The hat you wear as an Employer has a different voice than your Marketer's hat which is different again from your Business Strategist's hat.
The need arises for you to speak to one of your sales folk about his performance. His character, education level, attitude and experience will tell you whether to don your Coach's hat or Manager's hat. As a coach you will communicate differently - through choice of words, demeanour, tone, body language and facial expression - than a manager.Getting the hat right will ensure the meeting achieves its best possible result.
Think about all the hats you wear in your business. Perhaps you're an independent professional with no employees. Who do you communicate with and what hat must you wear to do it?
- Clients: diplomat, counsellor, spin doctor...?
- Prospective clients: marketer, authority figure...?
- Suppliers: manager, customer (for an "other side of the table" look)
Now, think about the differences between each voice. How do you speak to a supplier? How does that differ from your conversation with a client? And how does that contrast with the language you use in your marketing materials? If there is no difference, your business' bottom line is most probably not living up to its full potential.
In future issues, I'll examine further for you, different voices in business and how to use them. For now, though, embrace the hats - they're much more than just a fashion statement!
© Carol Dorman 2006
Copywriter and editor, Carol Dorman owns Quill Writing Services and publishes 'Communicate', the ezine for business owners who want to harness the power of words for increased success. To sign up and receive her free report: 'How to Convince your Target Market to Buy from You', visit www.quillwritingservices.com.au
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