aka ‘Proposals for the Weary’
So, 2009 is nearly over. Aren’t you thrilled? Even if you’ve had a cracker of a year, it’s been a long one, and pretty much everyone is ready for a break. However… Since 50% of my training enquiry e-mails lately have centred on proposals, proposal writing and proposal writing training, I’ve put together a brief cheat-sheet for you, so that when you go back to work in ’10, you’ll have the right proposal ammo.
(This article is an absolute must-read for salespeople, marketers, management and anyone else who has to persuade prospects, in writing, to part with their money.)
What’s a proposal for?
The proposal writing-and-presentation process is grounded in the belief that a partnership should develop between the supplier and the client: the supplier has the ideas, capacity and products to solve problems, while the client has the financial resources. Bring the two together, and the result is a collaboration. Assuming, of course, that the the client likes what the supplier has to say. So, read on…
Let’s consider three things:
1. The goal of a proposal is to persuade: “Here’s what I want you to conclude, and here’s why…”
2. Most proposal evaluators don’t want to be there: “Here is what I hope you’ll read and here’s the obligatory detail that you’re not going to bother with…”
3. A winning proposal is easy to evaluate. Picture the evaluator with a checklist in hand going through your proposal – check, check, check. State conclusions that reflect the evaluation criteria, and then explain how or why.
There is no universal standard for layout or composition of proposals. If you think about this, it makes sense. A proposal is intended to persuade someone. And what’s required to do that is up to the person being persuaded. In short, if you want your proposal to succeed, you must know your reader. If your reader wants:
• … detail, give it to them. If they don’t want to do a lot of reading, keep it short.
• … references, give it to them. Otherwise, don’t.
• … pricing, give it to them. If they’re not ready for pricing, don’t give it to them.
• … contractual details, give it to them. If they’re not ready, don’t force them.
• … to know who will be doing the work, tell them. If they don’t care, don’t tell them.
• … things presented chronologically, organise your proposal that way.
• … information organised functionally, organise your proposal that way.
If you don’t know the answers, find them out. And if the reader doesn’t know what they want or need (this happens often!), give them criteria to help them figure it out.
So, define your readers
The main aim of any proposal is to compel the reader to do something: purchase goods or services, fund a project or implement a programme. Your reader will evaluate your plan according to how well it answers questions about what you’re proposing, how you plan to do it, when you plan to do it and how much it’ll cost.
To answer these questions, you must uncover the level of knowledge your audience possesses. You must also find out whether your readers are members of your technical community, your language community, or both. So, when putting pen to paper or finger to keyboard, stop for a brief moment and ask yourself:
1. Who will be the primary readers of this document?
2. Who will be the secondary readers? Will there be any other readers?
The key is to focus on the primary readers, with slight attention to the secondary readers. Obviously, there’s no way of knowing who else may stumble across your document. Here are some things to think about when defining your audience:
• Can I describe my readers? Who exactly are they?
• What is their position within the company or in general?
• What is their background?
• How much do they already know about my topic?
• What are their needs?
• Can I guess what their feelings toward my document will be?
Tip: For readers outside your specific area of expertise, you might provide an executive summary written in easily accessible language. Or, you might include a glossary of terms that explains technical language. You can also attach appendices that translate technical information into generally understood language.
Once you have a basic picture of your audience, try to understand how they work.
How your readers read
Proposal readers seldom read proposals word for word. They scan – choosing individual keywords, sentences and paragraphs of interest while skimming over the rest. Morkes and Nielsen have established that 79% of proposal readers scan any new page they come across; only 16% read every word. (Who cares about 16%?)
Why scan?
1. First, it can be uncomfortable for the eyes to read reams of text. Think about it.
2. Second, the reading experience fosters a certain amount of impatience.
3. Third, proposal readers are ‘busy and important’ - they want to get to the facts.
Give them all the facts
Here’s a simple approach to help you cover all the bases in your proposal. For each requirement that you must address, make sure you answer: who, what, where, how, when, and why. Repeat it til you have it memorised. Yes, really.
• Who: who will do the work, who will manage the work, who the customer should call if there is a problem, who is responsible for what…
• What: what needs to be done/delivered, what will be required to do it, what the customer can expect, what it will cost…
• Where: where the work will be done, where it be will delivered…
• How: how work will be done, how it will be deployed, how it will be managed, how you’ll achieve quality assurance and customer satisfaction, how risks will be mitigated, how long it will take, how the work will benefit the customer…
• When: when you will start, when key milestones will be scheduled, when the project will be complete, when payment is due…
• Why: why you have chosen the approaches and alternatives you have, why the customer should select you…
These key areas can help you to ensure that your proposal says everything needed to answer unasked questions. For each customer requirement, go through the list.
What’s it made of?
A typical business proposal might include:
• An Executive Summary… introducing your company, what you will do or provide to the customer, and how the customer will benefit from what you propose.
• A statement of work or technical approach… describing what you will do or provide, with an implementation schedule and description of deliverables.
• A management plan… describing how you will organise any work to be performed. A schedule of milestones or allocation of resources may be provided.
• Corporate qualifications… that describe your capability to do or provide what you are proposing. Relevant prior experience is usually highlighted.
• A staffing plan… that describes how the project will be staffed. If particular people are important to the approach, their resumes are usually included.
• Contracts and pricing... If the proposal is being used to close a business deal, business and contractual terms are usually provided.
• A call-to-action… The closing paragraph of your proposal should contain your ‘call to action’, where you say what you want to happen next.
Some clients set a page limit. Some don’t. Some will tell you the format/layout to use, and some won’t. Some will tell you what evaluation criteria and process they’ll follow. And some won’t. Bottom line: the customer sets the standards and defines the rules.
Tip: If your proposal is going to be submitted to Government (via an RfP), its composition and layout may have regulatory requirements to comply with.
And in the end…
Take as much time as you have available to proof-read the document, have a colleague check it for you, and send it off with confidence. Of course, if you get stuck, or you simply don’t want to have to worry about all this stuff, contact me.
www.tiffanymarkman.co.za
Friday, December 4, 2009
Friday, November 27, 2009
How to write articles for your own business
One of the big trends in small-to-medium business marketing at the moment is content creation: writing articles, blog posts and newsletter articles on a regular basis and using these to boost website traffic, public interest or even sales.
The idea is that, today, people like value in the form of free info on your area of expertise. [I guess that's why I write these articles.] So here's a three-step tutorial, ideal for non-writers on how to write articles for your own business.
Step 1: Get the research process right
The process of creating a feature article, a web précis or anything else begins with research - and how different people handle this process varies according to their personalities, experience, interests, technological skills - and yes, the time available. But here's a pretty research good structure to use as a base (ie when you don't know where to start):
Step 2: Start each piece with a BANG!
If you fail to hook your readers with your first few sentences, it won't matter how brilliant the rest of your piece is - because nobody's going to be paying much attention. Conversely, if you engage your audience at the very beginning, you'll increase their receptivity to everything you're trying to say.
Here are five quick and easy formulae to help you hit the ground running:
Step 3: Write an attention-grabbing headline
Nothing distinguishes a good, readable article from an amateur one like headline quality.
Because headlines are prominent, the reader's eye goes to them first. In the first few seconds, the reader's first impression of the piece is formed, so taking the time to write good headlines can't be overstated. Well-written headlines distill the essence of a story. They are positive and specific; they contain strong, active verbs and short, simple words.
To put it plainly, an arresting headline:
The bottom line
Now you have the basics. All that's left is to find relevant, interesting and compelling topics to develop in line with the above steps. Remember: your readers want good-quality, well-written, well-considered information and if you can give it to them, for free, in nice palatable chunks, you'll have done your business, your brand and your credibility a great service.
[If, however, you don't have the time, don't have the inclination or couldn't be bothered to write your own pieces, email me on info@tiffanymarkman.co.za. This is, after all, my day job…]
www.tiffanymarkman.co.za
Step 1: Get the research process right
The process of creating a feature article, a web précis or anything else begins with research - and how different people handle this process varies according to their personalities, experience, interests, technological skills - and yes, the time available. But here's a pretty research good structure to use as a base (ie when you don't know where to start):
- Create a skeleton
Using your brief (if you have one) or your brain (in the absence of a brief), write up a skeleton structure of the piece. Start with intro, then body, then conclusion. In between, populate this with ideas on what you can talk about under each section. Slot in info you may already have at your disposal. Then, look for the information gaps. This will tell you what you may need to do research-wise. - Get yourself online
MY way is to start by Googling every single thing there is to know about the topic or person, and re-phrasing relevant bits and pieces as part of my skeleton. Obviously, I have no intention of using all of it, but this check-it-all approach ensures that I don't miss anything good - or leave out something critical. However, there will still be gaps... - So make some calls
The best way to fill a piece with good-quality, relevant, accurate, colourful stuff is to phone relevant role-players. Get quotes from them, and get off-the-record background info that you can paraphrase. By the time you've done steps 1 and 2 above, you should know enough about the topic or person not to make a tit of yourself during the phone interview...Tip: When interviewing, always ask: ‘Can I quote you on that?' - Refine what you have
Now is the time to start neatening things up. To create links and transitions between points. To make connections. And to chop out the extra waffle or the unnecessary detail.
Step 2: Start each piece with a BANG!
If you fail to hook your readers with your first few sentences, it won't matter how brilliant the rest of your piece is - because nobody's going to be paying much attention. Conversely, if you engage your audience at the very beginning, you'll increase their receptivity to everything you're trying to say.
Here are five quick and easy formulae to help you hit the ground running:
- Make it personal
There is no faster way to tune readers into your message than to package that message in the form of a story. Personal accounts - whether they focus on adversity, nostalgia, or triumph - can establish an instant rapport with your audience. - Use a quirky fact
The revelation of an offbeat statistic or the unveiling of a common myth can ease the introduction to a difficult topic or even woo skeptics: “According to a recent survey, the average South African currently spends 15 minutes preparing dinner.” - Put them on the edge of their seats
If you manage to stimulate your readers' curiosity in the beginning, using a rhetorical question, chances are they'll stick around for the answer to the question you raised. - Create a scenario
"Imagine a world in which a building senses earthquake vibrations and adjusts the resistance of its walls to withstand the tremors. Self-navigating cars travel the nation's highways, slowing down, changing lanes, and 'choosing' the fastest route. These might sound like ideas of a Star Trek script, but they will become realities sooner than people think." - Use a relevant quote
Although quotations generally do not make for as compelling openings as statements offered in the author's own voice, they can (particularly if they manage to invoke irony or humour) effectively set the stage for what is to follow.
Tip: Regardless of which approach you choose, the bottom line remains the same: don't cast your line without first baiting your hook.
Step 3: Write an attention-grabbing headline
Nothing distinguishes a good, readable article from an amateur one like headline quality.
Because headlines are prominent, the reader's eye goes to them first. In the first few seconds, the reader's first impression of the piece is formed, so taking the time to write good headlines can't be overstated. Well-written headlines distill the essence of a story. They are positive and specific; they contain strong, active verbs and short, simple words.
To put it plainly, an arresting headline:
- Gets attention. The first function of a good headline is to get the reader's attention. That's why it's printed in larger type. That's why its few words must be carefully chosen.
- Tells the story. A good headline tells readers what an article is about. It induces them to read on. Even if they don't, however, they can catch the essence. Readers should be able to pick up the main news by scanning only the headline.
- Classifies the story. The size and style of a headline give readers some idea of the importance of the story. They show the relation of this story to others. The bigger the head and the more prominence it is given on a page, the more important the story.
- Use active voice.
The active voice saves words. ‘Man Bites Dog' is livelier than ‘Dog is Bitten by Man'. The subject and verb act as one. Also, the passive voice costs extra words and often makes a headline too long to fit the space available. - Use present tense.
To convey a feeling of immediacy, write headlines in the present tense, even if the story reports something that happened in the past. Write ‘We Win Award' rather than ‘We Won Award'. Use the infinitive to announce a future event: ‘Team to Develop New Product'. - Use short words.
Use short synonyms for long words. ‘Panel' or ‘group' will more likely fit into a headline than ‘committee'. Adjectives are seldom needed in headlines, and there's seldom room for them. - Be specific.
Use precise words. ‘Editor Named Employee-of-the-Month' communicates a more concrete idea than ‘Woman Named Employee-of-the-Month'. If readers know the editor, write ‘Janice Wright Named Employee-of-the-Month'. (Headlines that name a person work especially well with a photo.) Being specific does not include putting insignificant or outdated matter in a headline. The specific date, for instance, does not matter much after an event. - Omit articles.
Generally, the articles ‘a', ‘an' and ‘the' are omitted to improve action and to save space. - Avoid punctuation.
In almost all instances, exclamation marks don't have the effect you imagine - they squeak like adolescent cheerleaders instead of commanding attention like good broadcasters. Replace them with strong, accurate verbs. Also use commas sparingly, (although the comma is often used in place of ‘and' in headlines: ‘CEO, MD Praised by Media'). - Use important numbers only.
Except for ‘one', numbers should be written as numerals: ‘23 Leave Head Office for Indaba'. - Avoid puns and rhymes.
Too often people go for ‘cute and clever' when trying to write headlines. Above all else, your headline needs to work and so cute and clever can easily be misconstrued. People don't get the pun or don't understand how it relates, and won't stick around to figure it out.
Tip: A list of short headline words is available in Headlines and Deadlines by Garst & Bernstein. It provides synonyms for long words and is a good tool for making headlines fit.
The bottom line
Now you have the basics. All that's left is to find relevant, interesting and compelling topics to develop in line with the above steps. Remember: your readers want good-quality, well-written, well-considered information and if you can give it to them, for free, in nice palatable chunks, you'll have done your business, your brand and your credibility a great service.
[If, however, you don't have the time, don't have the inclination or couldn't be bothered to write your own pieces, email me on info@tiffanymarkman.co.za. This is, after all, my day job…]
www.tiffanymarkman.co.za
How to apologise sincerely in your business writing
You can't please everyone. At some point on your professional path, you'll do something silly: offend a client, annoy a customer, give shoddy service or even be in the wrong place at the wrong time. And you'll have to apologise.
Now, this can go horribly pear-shaped and cause even more damage - or go beautifully right and earn you massive long-term loyalty. This article is about the different types of written apology and how to craft them perfectly first time around.
Types of apology
Type 1: the conditional apology
Not all apologies are flat-out apologies. You know this, right? Not everyone has a genuine right to lose their marbles, gooi their toys and throw a tantrum. Some people (yes, even customers) are sometimes wrong. And in that case, you use what I call the ‘conditional apology'.
Let's say you own a hotel. A client spends a week there and has a good time. No complaints. Except that the bathroom sink is chipped. At the end of his stay, just before he settles his bill, there's a marble-losing session and the accompanying request for a discount or ‘special extra'.
What do you do?
You issue a firm, ‘I'm very sorry, Sir, but...' and you explain that while you can't discount his stay or tack on an extra three free nights, you'd love to offer him a complimentary bottle of wine. You see, the compensation should be proportional to the error and you're well within your rights - if a complainant makes an unreasonable request - to apologise conditionally and move on.
Type 2: the cover-your-back apology
Then there's the situation in which a colleague or manager does something wrong, and you're the person who has to handle it. You may have had nothing whatsoever to do with the slight, but now it's your baby and it's screaming the house down. Enter: the ‘cover-your-back apology'.
In this case, the sad truth is that you have to apologise and you have to do it without assigning blame, hinting at internal discord or shifting the responsibility sideways or upwards. You have to pretend that everyone's error is your personal error and appear genuinely, sincerely, deeply sorry. You can chase up the miscreant in the background, but keep it away from the public.
Type 3: the flat-out apology
Let's say something's gone wrong. Big-time. You've missed an important deadline, lost customer data, cost a client money, or made a bad decision. You're really sorry. And you need to make good. Fast. This is when you issue what I call the ‘flat-out apology'. Here's how...
In terms of actual content, a proper flat-out apology should always include the following:
So now you're clear on content; on what actually goes into your ‘Sorry' letter or email. But how do you structure it? Do you launch straight in... or do you prepare the ground a little first?
Well, research shows that good news should appear in positions of high emphasis; ie in the beginning and/or at the end of a message, while bad news should take a position of secondary emphasis; in other words, in the middle of a message. Imagine a sandwich, a bagel or a hamburger, with the nice soft stuff on top and bottom and the meaty main stuff in the centre.
This is my ‘sorry sandwich': a simple way to build your written apology so that it gets through.
Just to entertain you...
No matter where I am or how acclaimed the service experience promises to be, one startling revelation hits me again and again: some people should not be serving other human beings. ‘John' is one such individual. Have a look at how his apologies go hideously wrong...
***
***
What a beaut.
Use my advice to ensure you don't come across like this fellow. ‘Cos if you do, sorry for you.
www.tiffanymarkman.co.za
Types of apology
Type 1: the conditional apology
Not all apologies are flat-out apologies. You know this, right? Not everyone has a genuine right to lose their marbles, gooi their toys and throw a tantrum. Some people (yes, even customers) are sometimes wrong. And in that case, you use what I call the ‘conditional apology'.
Let's say you own a hotel. A client spends a week there and has a good time. No complaints. Except that the bathroom sink is chipped. At the end of his stay, just before he settles his bill, there's a marble-losing session and the accompanying request for a discount or ‘special extra'.
What do you do?
You issue a firm, ‘I'm very sorry, Sir, but...' and you explain that while you can't discount his stay or tack on an extra three free nights, you'd love to offer him a complimentary bottle of wine. You see, the compensation should be proportional to the error and you're well within your rights - if a complainant makes an unreasonable request - to apologise conditionally and move on.
Type 2: the cover-your-back apology
Then there's the situation in which a colleague or manager does something wrong, and you're the person who has to handle it. You may have had nothing whatsoever to do with the slight, but now it's your baby and it's screaming the house down. Enter: the ‘cover-your-back apology'.
In this case, the sad truth is that you have to apologise and you have to do it without assigning blame, hinting at internal discord or shifting the responsibility sideways or upwards. You have to pretend that everyone's error is your personal error and appear genuinely, sincerely, deeply sorry. You can chase up the miscreant in the background, but keep it away from the public.
Type 3: the flat-out apology
Let's say something's gone wrong. Big-time. You've missed an important deadline, lost customer data, cost a client money, or made a bad decision. You're really sorry. And you need to make good. Fast. This is when you issue what I call the ‘flat-out apology'. Here's how...
In terms of actual content, a proper flat-out apology should always include the following:
- A detailed account of the situation - you should be as specific as possible and your apology should be focused on the particular event. Don't expand the apology by linking it to issues aside from the offence at hand.
- Acknowledgement of the damage caused - show that you understand the situation and legitimise the complainant's reaction. Make sure the apology conveys that you recognise not only why but how much the person was injured by your actions. Saying ‘I know you were disappointed' is not the same as ‘I know how incredibly insulted and angry you were...' The latter is a better way to convey that you're accepting responsibility.
- Taking responsibility for the situation - without offering excuses, let them know that you understand that the event and your actions did cause them harm. Say ‘I'm sorry I was rude', not ‘I'm sorry if I was rude'. ‘Sorry if' is one of those potentially costly qualifiers that can turn a good apology into a really bad one, so be careful. Words really matter. ‘I apologise for insulting you' is much better than ‘I apologise if what I said seemed insulting or offensive'.Don't defend. It's not about showing that the other person is wrong to be upset; it's about a flat-out, no-holds-barred, down-on-your-knees (figuratively) apology. No excuses.
- A statement of regret, using the words, ‘I'm sorry', and a promise that it won't happen again - these are important to rebuilding the relationship and are key ingredients in any apology. After all, there's no value in apologising for something you intend to repeat.
- Asking for forgiveness and making restitution - this gives the power back to the complainant. It tells them that you've done all you can by apologising and providing whatever compensation is feasible. Remember that most customers who have a complaint resolved to their satisfaction are more loyal after the event than they ever were before.
So now you're clear on content; on what actually goes into your ‘Sorry' letter or email. But how do you structure it? Do you launch straight in... or do you prepare the ground a little first?
Well, research shows that good news should appear in positions of high emphasis; ie in the beginning and/or at the end of a message, while bad news should take a position of secondary emphasis; in other words, in the middle of a message. Imagine a sandwich, a bagel or a hamburger, with the nice soft stuff on top and bottom and the meaty main stuff in the centre.
This is my ‘sorry sandwich': a simple way to build your written apology so that it gets through.
- The top slice - your intro, where you say something nice like, ‘At Sophie's Solutions, we pride ourselves on making our clients happy. And you're a particularly valued client, who's been with us over five years [or whatever the case may be]. But it seems we got it wrong this time...'
- The filling - your apology, based on the flat-out formula above.
- The bottom slice - your close, where you remind the person that this is not normally how you operate, and reassure them that you will take steps to prevent similar occurrences in future, perhaps by altering your systems, monitoring your service, providing additional training, etc.
A nice touch: Before things are resolved, while you're still investigating the intricacies of the issue, send the person an email that says something like, ‘Just a quick note to let you know that I'm looking into this matter. I'm so sorry to hear that you've not been getting the service you deserve. Please know that I will deal with this with the utmost urgency and get back to you.'
Just to entertain you...
No matter where I am or how acclaimed the service experience promises to be, one startling revelation hits me again and again: some people should not be serving other human beings. ‘John' is one such individual. Have a look at how his apologies go hideously wrong...
***
Dear John,
When we arrived at your lodge for check-in, there was no-one around. We walked through the restaurant and bar area, even visiting the toilet before we saw anyone. We were then checked in by the barman, who read the activities, meal times, generator times, etc, off a piece of paper.
Yes, well, we did not know exactly when to expect you and the rest of the lodge guests were off on the sun-downer safari. Remember: you are in the bush and not at a busy city hotel.
When we arrived at your lodge for check-in, there was no-one around. We walked through the restaurant and bar area, even visiting the toilet before we saw anyone. We were then checked in by the barman, who read the activities, meal times, generator times, etc, off a piece of paper.
Yes, well, we did not know exactly when to expect you and the rest of the lodge guests were off on the sun-downer safari. Remember: you are in the bush and not at a busy city hotel.
Dear John,
Our butler led us to our room, unlocked it and after a quick ‘There's nothing to show you; enjoy your stay', he disappeared. He never showed us the coffee facilities, how to use the air-con, etc.
He probably saw that he was dealing with clever people, so he knew you'd be able to recognise a kettle and an air-con remote, and know how to press red for on and + or - for hot and cold.
Our butler led us to our room, unlocked it and after a quick ‘There's nothing to show you; enjoy your stay', he disappeared. He never showed us the coffee facilities, how to use the air-con, etc.
He probably saw that he was dealing with clever people, so he knew you'd be able to recognise a kettle and an air-con remote, and know how to press red for on and + or - for hot and cold.
Dear John,
There were cobwebs in our bathroom.
This is Africa. Spiders can do their job in an hour. If we spray insecticide all over the place, how environmentally friendly will that be?
There were cobwebs in our bathroom.
This is Africa. Spiders can do their job in an hour. If we spray insecticide all over the place, how environmentally friendly will that be?
***
What a beaut.
Use my advice to ensure you don't come across like this fellow. ‘Cos if you do, sorry for you.
www.tiffanymarkman.co.za
How copywriting can make or break an online business
by Kevin Thomas
A great variety of factors are weaved into the success or failure of a internet business. You could even make a credible case that there are a significantly higher number of factors that need to be weighed for an online business as opposed to a traditional brick and mortar one.
Yes, the online environment is one that is exceedingly different and that means a different approach will be required. You need to stay above all the trends, boost search engine rankings, and then convert all those visitors into paying customers. Mastering these factors will all play a huge role in your potential success. That is why mastering them is so important.
However, if there was one key to success many overlook when it comes to an online business, it would be the ability to be good at copy writing.
Copy writing is often used a bit too loosely as a descriptive term and this greatly undermines the ability to truly understand it. Some believe that copy writing refers to little more than putting content on a website.
As if!
No, copy writing embodies a strong psychological marketing approach designed to guide people into making specific decisions. When you have solid copy writing on a website, you can boost conversions by making people opt to perform certain decisions thanks to the way they have been engaged into the process. Is that not what the business owner intends.
Content along the lines of reviews, testimonials or product and service details are designed to be informative, helpful secondary information that people seek out of interest. On its own, it is not intended to sell anything directly. At best, it is designed to make a minor soft-sell through presenting people more confidence in what the business may be offering.
It can also achieve this by merely informing them so that they will be able to make an accurate judgment based on their interest.
With copy writing, there is a much more direct push for a sale made. It does a lot more than “just” inform people of the product and it certainly is a lot stronger than merely hinting at an approach to take an action. Rather, copy writing specifically tells people what they should do.
There will also be clear and obvious encouragement for specific actions when using copy writing. This will allow people to make an immediate action without ever having to lose customers to complacency, forgetfulness or competition from other businesses.
There are a great many business owners that take a complete hands off approach and think people will figure their business plan out and then make the decisions needed to become customers. To say this is a bad idea would be a severe understatement. In fact, it is a complete and total fundamental misunderstanding of how things work in online businesses.
Poorly designed websites will not lead to good sales. The same can be said of any website that embodies awful copy writing.
Copy writing can prove to be the clear link between a product or service and consumer or prospect. Copy writing can bring the two together and present everything out in the open. You can either hope that a soft-sell approach delivers enough to get the job done, or you can seek out sales in an active manner through copy writing.
Such writing delivers the effective difference between passively watching a prospect walk out the door vs. convincing the prospect to make the person an offer that can’t be refused. As the owner of an online business you need to highlight all of the business’ strengths and benefits. Copy writing is the means in which you can do this and the end result will be more sales and conversions.
Most individuals embody a short attention span and this creates the requirement that they need all things laid out directly in from of them.
When I buy a product, what exactly is it that I would be receiving? Is there a reason that I should buy your product instead of some other company’s wares? What exactly are the benefits with working in association with your organization? If I take action immediately, what do I get in return? What is it that I will I be missing if I opt not to make this purchase?
These are the common questions that people will seek answers to. This is what copy writing has the potential to deliver.
The bottom line here is that copy writing has the potential to make or break an online business. Without high quality copy writing, a website will not stand out from the crowd. But with proper copy writing, the ability to effectively and quickly convince and convert customers is likely and this will bring in a great deal more sales.
A proprietor can either hope that a hands-off, soft-sell approach works or the proprietor can seize the reins and pull the sales in with copy writing. The right choice is obvious...
Kevin Thomas is a traditional and online entrepreneur who is teaching people how to establish businesses online using effective copy writing skills at the The Carbon Copy Pro Times.
Source: http://ow.ly/Gf2S
A great variety of factors are weaved into the success or failure of a internet business. You could even make a credible case that there are a significantly higher number of factors that need to be weighed for an online business as opposed to a traditional brick and mortar one.
Yes, the online environment is one that is exceedingly different and that means a different approach will be required. You need to stay above all the trends, boost search engine rankings, and then convert all those visitors into paying customers. Mastering these factors will all play a huge role in your potential success. That is why mastering them is so important.
However, if there was one key to success many overlook when it comes to an online business, it would be the ability to be good at copy writing.
Copy writing is often used a bit too loosely as a descriptive term and this greatly undermines the ability to truly understand it. Some believe that copy writing refers to little more than putting content on a website.
As if!
No, copy writing embodies a strong psychological marketing approach designed to guide people into making specific decisions. When you have solid copy writing on a website, you can boost conversions by making people opt to perform certain decisions thanks to the way they have been engaged into the process. Is that not what the business owner intends.
Content along the lines of reviews, testimonials or product and service details are designed to be informative, helpful secondary information that people seek out of interest. On its own, it is not intended to sell anything directly. At best, it is designed to make a minor soft-sell through presenting people more confidence in what the business may be offering.
It can also achieve this by merely informing them so that they will be able to make an accurate judgment based on their interest.
With copy writing, there is a much more direct push for a sale made. It does a lot more than “just” inform people of the product and it certainly is a lot stronger than merely hinting at an approach to take an action. Rather, copy writing specifically tells people what they should do.
There will also be clear and obvious encouragement for specific actions when using copy writing. This will allow people to make an immediate action without ever having to lose customers to complacency, forgetfulness or competition from other businesses.
There are a great many business owners that take a complete hands off approach and think people will figure their business plan out and then make the decisions needed to become customers. To say this is a bad idea would be a severe understatement. In fact, it is a complete and total fundamental misunderstanding of how things work in online businesses.
Poorly designed websites will not lead to good sales. The same can be said of any website that embodies awful copy writing.
Copy writing can prove to be the clear link between a product or service and consumer or prospect. Copy writing can bring the two together and present everything out in the open. You can either hope that a soft-sell approach delivers enough to get the job done, or you can seek out sales in an active manner through copy writing.
Such writing delivers the effective difference between passively watching a prospect walk out the door vs. convincing the prospect to make the person an offer that can’t be refused. As the owner of an online business you need to highlight all of the business’ strengths and benefits. Copy writing is the means in which you can do this and the end result will be more sales and conversions.
Most individuals embody a short attention span and this creates the requirement that they need all things laid out directly in from of them.
When I buy a product, what exactly is it that I would be receiving? Is there a reason that I should buy your product instead of some other company’s wares? What exactly are the benefits with working in association with your organization? If I take action immediately, what do I get in return? What is it that I will I be missing if I opt not to make this purchase?
These are the common questions that people will seek answers to. This is what copy writing has the potential to deliver.
The bottom line here is that copy writing has the potential to make or break an online business. Without high quality copy writing, a website will not stand out from the crowd. But with proper copy writing, the ability to effectively and quickly convince and convert customers is likely and this will bring in a great deal more sales.
A proprietor can either hope that a hands-off, soft-sell approach works or the proprietor can seize the reins and pull the sales in with copy writing. The right choice is obvious...
Kevin Thomas is a traditional and online entrepreneur who is teaching people how to establish businesses online using effective copy writing skills at the The Carbon Copy Pro Times.
Source: http://ow.ly/Gf2S
Friday, July 31, 2009
The ‘recession discount' and other fairytales
There's a new beast in town. It's short, hairy and smells a bit rancid. It snaps at your ankles and leaves slimy trails on your office floor. It doesn't speak, but rather grunts and grumbles. And just when you think you've shut your door and left it out in the cold, it pops out from behind the dustbin and bears its rotting yellow teeth at you.
It's the Recession, and it's being used as an excuse, far and wide, for customers and clients to request bizarre (and often enormous) discounts for the same work you've been doing brilliantly all this time. This, ladies and gents, holds about as much water as an old garden bucket. So here's a look at how it unfolds and how to handle it...
1. How it unfolds
Helen's story
Sarah's story
Tim's story
Vanessa's story
In all three of the above instances, the client has a bit of a cheek. Your prices are your prices. You're providing the same service now that you were last year this time - except now, your overheads are higher and life's costing you more.
As you can see above, some companies don't put up with this nonsense. But there are a couple of ways to a) analyse whether or not being hardegat will work for you in the short-term and b) compromise if required, without losing face.
2. How to handle it
First things first: context.
Is the current economic climate killing you? Are you battling right now, and desperate to quote on, and get, every job that comes your way? If so, ‘giving in' to the client may work for you and get you the thumbs-up you're hoping for. But please, if you are going to comply, be sure to give the client a good reason** for the discount - not just the bleeding recession!
Alternatively, are you pretty busy? Perhaps not as busy as you were last year, but plodding along, getting most of the work you quote on, covering your costs and being able to breathe when you climb into bed at night?
If you are, consider the fact that recessions create vacuums and that smart businesses are those that step into the gaps left by scared businesses. If you can grit your teeth and uphold your prices, you'll benefit in the medium-term, because customers will learn to take your professionalism, standards and rules seriously.
Please also keep in mind that (and I've polled widely on this in my field and other industries) the target audience may be more cautious about spending - quibbling over costs, asking more questions, reading the fine print - but those clients who are serious about the product or service are still spending. It just takes a little longer.
In this regard, patience is truly a virtue, and while you're being patient ask yourself, “Is this a sincere client, or is he/she wasting my time?”
Tip: if you're not comfortable offering discounts, but you do want to give clients a little something extra as a ‘thank you' for spending their money with you, offer an extra set of free changes to a copywriting job, a spare set of prints with a photography job, an ‘anytime email follow-up service' with a consultation, another month tacked on to a contract...
** Secondly, give a reason
Call it an NGO discount, a ‘regular clients' discount or a volume discount. Call it anything you like, but don't undermine yourself by nodding your head gormlessly and hacking 10% off your quotation.
Say to the client, ‘No, I don't offer a recession discount. But as you're a ________, I can offer you my __________ discount. That's the best I can do for you, because I want to be able to put as much of my time/resources/effort [pick one] as I can into this job. I don't want you to lose out.' And put it in writing, on the quote, in bold letters, just above the pre-VAT sub-total.
Disclaimer
Now, I have to admit that I've used the recession myself in recent months - when negotiating overseas travel costs, getting quotes on vehicle graphics and complaining about shoddy treatment at a Parkhurst restaurant.
But, and this is a biggie, I haven't done so to guilt-trip suppliers into giving me better deals. No, I've used the R-word to unsubtly nudge people into giving me better service.
You'd think this self-evident, wouldn't you? Sinking economy, widespread retrenchment, massive panic; ergo, great service, big smiles, huge effort, nice work... Sorry for you. It seems that the opposite is, in fact, true.
Here's a tip: while the Big R is no reason to start slashing at your bottom line with a rusty machete, it is a reason to offer never-before-seen levels of service, delivery and reliability. Now more than ever, clients need motivation to unload their precious loot onto you. Yes, they're probably going to spend it anyway, but they'll do it quicker with the guy who goes a bit further.
www.tiffanymarkman.co.za
1. How it unfolds
Helen's story
I was requested by my client, a PR company, to write four substantial pieces for a parastatal tourism concern. They offered R6000 for all four, at 1000 words each. My fee when I was contracted was R3 a word. I stuck to my guns, pointing out that this would mean a lousy R1.50 a word, and declined politely, saying that I would do only two of the pieces, at my usual R3 rate. Within a day, they agreed and a few days later, they wanted a third story, "at your R3 rate". The lesson: Stick to your guns. You're worth it, and they do have the money!
Sarah's story
I had a client who asked if I would give her a 'special rate' for a job she wanted done. She had just finished telling me about her cruise on the QE2 after a holiday in the UK and her new Merc, one of the first with a remote ignition. She hadn't really had a chance to drive it yet. Poor dear. I declined, and never worked for her again.
Tim's story
There's a huge nationwide concern I've done some work for. They'd loved it. So I was chuffed when a different person from the same company called for a quote on a similar job. I went in conservatively, because I wanted it. A few days later, I got a call from the contact, to tell me that my quote was higher than their budget and they'd like a discount. “What sort of discount?” I asked, thinking that as I'd worked for them before, I'd knock 5% off. “Forty percent,” she answered. In my shock, I asked her to repeat herself several times, spluttered an explanation about why this wasn't feasible for me and put down the phone feeling like I'd had my pockets picked.
Vanessa's story
Lately the call for a ‘regular customer' discount has been unreal. So I humour the client,"Yes, I understand. We're all struggling at the moment. I know you're a small business too. Yes, we have to stick together". But in my head I'm thinking, contacting me once every three months does not really qualify you as a regular customer. So I proceed to give him a slightly inflated price and with a "But for you...", I lower it back to the normal price. Problem solved.
In all three of the above instances, the client has a bit of a cheek. Your prices are your prices. You're providing the same service now that you were last year this time - except now, your overheads are higher and life's costing you more.
As you can see above, some companies don't put up with this nonsense. But there are a couple of ways to a) analyse whether or not being hardegat will work for you in the short-term and b) compromise if required, without losing face.
2. How to handle it
First things first: context.
Is the current economic climate killing you? Are you battling right now, and desperate to quote on, and get, every job that comes your way? If so, ‘giving in' to the client may work for you and get you the thumbs-up you're hoping for. But please, if you are going to comply, be sure to give the client a good reason** for the discount - not just the bleeding recession!
Alternatively, are you pretty busy? Perhaps not as busy as you were last year, but plodding along, getting most of the work you quote on, covering your costs and being able to breathe when you climb into bed at night?
If you are, consider the fact that recessions create vacuums and that smart businesses are those that step into the gaps left by scared businesses. If you can grit your teeth and uphold your prices, you'll benefit in the medium-term, because customers will learn to take your professionalism, standards and rules seriously.
Please also keep in mind that (and I've polled widely on this in my field and other industries) the target audience may be more cautious about spending - quibbling over costs, asking more questions, reading the fine print - but those clients who are serious about the product or service are still spending. It just takes a little longer.
In this regard, patience is truly a virtue, and while you're being patient ask yourself, “Is this a sincere client, or is he/she wasting my time?”
Tip: if you're not comfortable offering discounts, but you do want to give clients a little something extra as a ‘thank you' for spending their money with you, offer an extra set of free changes to a copywriting job, a spare set of prints with a photography job, an ‘anytime email follow-up service' with a consultation, another month tacked on to a contract...
** Secondly, give a reason
Call it an NGO discount, a ‘regular clients' discount or a volume discount. Call it anything you like, but don't undermine yourself by nodding your head gormlessly and hacking 10% off your quotation.
Say to the client, ‘No, I don't offer a recession discount. But as you're a ________, I can offer you my __________ discount. That's the best I can do for you, because I want to be able to put as much of my time/resources/effort [pick one] as I can into this job. I don't want you to lose out.' And put it in writing, on the quote, in bold letters, just above the pre-VAT sub-total.
Disclaimer
Now, I have to admit that I've used the recession myself in recent months - when negotiating overseas travel costs, getting quotes on vehicle graphics and complaining about shoddy treatment at a Parkhurst restaurant.
But, and this is a biggie, I haven't done so to guilt-trip suppliers into giving me better deals. No, I've used the R-word to unsubtly nudge people into giving me better service.
You'd think this self-evident, wouldn't you? Sinking economy, widespread retrenchment, massive panic; ergo, great service, big smiles, huge effort, nice work... Sorry for you. It seems that the opposite is, in fact, true.
Here's a tip: while the Big R is no reason to start slashing at your bottom line with a rusty machete, it is a reason to offer never-before-seen levels of service, delivery and reliability. Now more than ever, clients need motivation to unload their precious loot onto you. Yes, they're probably going to spend it anyway, but they'll do it quicker with the guy who goes a bit further.
www.tiffanymarkman.co.za
Re-entering the job market: self-marketing and résumé writing
Suffering from a recession-era retrenchment? Been unceremoniously ousted from your job? Latest casualty of ‘Last In, First Out' syndrome? Massive dent to your ego notwithstanding, a retrenchment can mean huge stress and even family trauma, on top of the urgent need to find yourself another job. A nicer job. A better-paying job. And hopefully, a more ‘you' job.
This article is dedicated to helping you to pick yourself up, dust yourself off and follow a set of simple steps to re-entering the job market, including self-marketing and résumé-writing. The former should, ideally, happen before the latter - so that you approach updating your CV with more self-knowledge, greater inspiration and better words than you had before.
[Note: if you still have your job but you have to oust others from theirs, or you're spending time around the-tragic-and-recently-retrenched at present, this article is a must-read for you.]
1. Find your niche
Too many people believe that a brand starts and ends with a pretty logo and a nice business card. Not true. As a job-seeker, your brand is you. And you can't find your dream job without putting yourself out there. After all, it's your skills and abilities that people will be paying for.
So, as a person re-entering the job market, you need to create your brand. There are five elements to consider when deciding on how best to express ‘Brand You', and here they are:
2. Establish your true value
When you've been on a job interview, you want the company to come back to you with a contract in one hand and a thumbs-up sign in the other. But that doesn't always happen. Sometimes when you follow up, the company says, “Sorry for you. Application unsuccessful.”
This puts you in a tricky situation. On the one hand, it may not have been the company for you. On the other, you need a job and your self-esteem's just taken a bit of a dive. So now what? How do you keep going, with a clear sense of what you're worth? Here are a few tips:
Your professional self is connected to your creative self. Review your notes about your favourite creative endeavours and places; you'll be surprised what they reveal about your career path.
[Disclaimer: the insights you gain from the above interrogation are not meant to appear in your CV. In other words, don't put a sentence into your Personal Profile or Interests section that reads, “I love long walks on the beach and Dirty Dancing.” The intention here, in case you haven't gathered, is to uncover professional avenues you haven't considered before, because they were linked to your hobbies, not to your ‘real job'. If you can - and so many of us do - make money out of doing something that really excites you, you're in for a happier life.]
4. Update your CV
When applying for any job, you'll have to present a résumé to the interviewer or prospective employer. This should be a concise, clear summary of your overall qualifications, including your skills, experience and other info that allows your personality to stand out.
But you probably haven't gone through the job-seeking process in a while, much less given thought to your recruitment prospects. And if you've been busy, you haven't kept your CV updated. So you don't know what ‘they' want to know, and in what format.
Below is a generally accepted standard of the data a CV should contain:
A lady had a blocked pipe and called a plumber. He arrived, she pointed to the pipe and he kicked it. The water started running. He said, ‘That'll be R450', to which she replied, 'How can you charge me R450 for fixing this pipe? All you did was kick it!' And the plumber answered, “I'm not charging you R450 for kicking it; I'm charging you R450 for knowing where to kick it.”
www.tiffanymarkman.co.za
[Note: if you still have your job but you have to oust others from theirs, or you're spending time around the-tragic-and-recently-retrenched at present, this article is a must-read for you.]
1. Find your niche
Too many people believe that a brand starts and ends with a pretty logo and a nice business card. Not true. As a job-seeker, your brand is you. And you can't find your dream job without putting yourself out there. After all, it's your skills and abilities that people will be paying for.
So, as a person re-entering the job market, you need to create your brand. There are five elements to consider when deciding on how best to express ‘Brand You', and here they are:
- What are your core strengths?
- What are your own goals?
- What are your passions?
- Does your brand fit your personality?
- What makes you uncomfortable?
2. Establish your true value
When you've been on a job interview, you want the company to come back to you with a contract in one hand and a thumbs-up sign in the other. But that doesn't always happen. Sometimes when you follow up, the company says, “Sorry for you. Application unsuccessful.”
This puts you in a tricky situation. On the one hand, it may not have been the company for you. On the other, you need a job and your self-esteem's just taken a bit of a dive. So now what? How do you keep going, with a clear sense of what you're worth? Here are a few tips:
- Become a shameless self-promoter
The people who get the best jobs are usually those who know how to punt themselves - who put themselves out there with a good dose of (sometimes fake) self-confidence and work on building their brand. Here's how you start:
Complete the following sentences, as if you were your own mother/father, writing about you...
_____________ is an absolutely brilliant _________________ who can add ________ to your company. Hire him/her now and watch as _____________________________________. - Chew on other ideas, like freelancing
In any given profession, freelancers sell or contract their work to clients, rather than being employed. Freelancing means using your skills to accommodate your work/life balance. It opens up the potential to steer your career in a direction that suits you. It's also about working at your own pace and taking responsibility for your future.
On the up-side:- You're your own boss: this can be extremely enjoyable and very satisfying.
- You have more freedom: freelancers can, mostly, choose when and where to work.
- You're more marketable: by moving from company to company and sometimes contract to contract, freelancers can develop varied experience, impressive CVs and good contacts.
- You pay less tax: freelancers who take good advice can reduce their tax burden.
But the best part is that freelancers tend to earn more money than permanent employees. I promise. There's also a delicious turnover of people, working environments and cultural diversity, so you don't get as bored as quickly. I promise. Of course, if freelancing were such an easy way to earn a living, everyone would do it - which would defeat the purpose entirely.
On the down-side:- There's less security: freelancers are not protected in the same ways as employees.
- There's more uncertainty: there are no guarantees of new work, money or benefits.
- There's more hassle: because you're running your own business, there are forms to complete, rules to obey and accounts to keep.
- You're on your ace: as well as the possibility of being lonely, being your own boss means that nobody pays you when you take a holiday, you're a new mom or you're sick.
My take? No matter what the additional stresses of going it alone, it tends to even out when you face less traffic, less office drama, no leave forms, no retrenchment risk - and most of the profit! - You're your own boss: this can be extremely enjoyable and very satisfying.
- Master the crucial art of networking
A key part of marketing yourself is making professional contacts who can support you, advise you, collaborate with you - and refer you to job opportunities. How to start networking?- Participate in appropriate Facebook groups.
- Join online social networking forums such as Twitter, MyGenius or LinkedIn.
- Join professional industry organizations.
- Speak to people in your field and in related fields.
- Go to conferences that are relevant to what you do.
- Give business cards to absolutely everyone.
- Participate in appropriate Facebook groups.
- What's your favourite movie? Write down the title. Is it an action, a comedy, an adventure, a romance, a sci-fi thriller, a courtroom drama, a historical saga or a smart foreign flick?
- What are your favourite TV channels?Write them down. Do you watch TV to escape or to learn? Is your best show mindless or meaningful? What programmes really excite you?
- What kind of art are you attracted to? Write it down. Photography? Modern art? Classic painters? Look around your home or your office - what pieces appeal to you most?
- What kind of music do you like? Are you into hip hop, reggae, classical music, jazz, golden oldies, pop, foreign sounds? Listen to the radio and note the stuff that gets you going.
- What outdoor environment inspires you? If given a choice, would you rather be sitting at an outdoor table on Sandton Square, on a picnic blanket at Zoo Lake or on a remote mountaintop in Nepal? Do you feel alive when you're scuba diving with sharks or strolling lazily around an organic market? Where do you feel closest to yourself and most peaceful?
Your professional self is connected to your creative self. Review your notes about your favourite creative endeavours and places; you'll be surprised what they reveal about your career path.
[Disclaimer: the insights you gain from the above interrogation are not meant to appear in your CV. In other words, don't put a sentence into your Personal Profile or Interests section that reads, “I love long walks on the beach and Dirty Dancing.” The intention here, in case you haven't gathered, is to uncover professional avenues you haven't considered before, because they were linked to your hobbies, not to your ‘real job'. If you can - and so many of us do - make money out of doing something that really excites you, you're in for a happier life.]
4. Update your CV
When applying for any job, you'll have to present a résumé to the interviewer or prospective employer. This should be a concise, clear summary of your overall qualifications, including your skills, experience and other info that allows your personality to stand out.
But you probably haven't gone through the job-seeking process in a while, much less given thought to your recruitment prospects. And if you've been busy, you haven't kept your CV updated. So you don't know what ‘they' want to know, and in what format.
Below is a generally accepted standard of the data a CV should contain:
- Personal and contact details - the obvious stuff
- Personal profile - a 4-5 line sales pitch on ‘Brand You'
- Educational qualifications - working in reverse chronological order
- Additional qualifications and memberships - to highlight your all-roundedness
- Work experience - keep it simple and be honest (again, in reverse order)
- Interests -to show what a capable, creative individual you are
- References - only list people who'll absolutely rave about you
A lady had a blocked pipe and called a plumber. He arrived, she pointed to the pipe and he kicked it. The water started running. He said, ‘That'll be R450', to which she replied, 'How can you charge me R450 for fixing this pipe? All you did was kick it!' And the plumber answered, “I'm not charging you R450 for kicking it; I'm charging you R450 for knowing where to kick it.”
www.tiffanymarkman.co.za
Tuesday, May 5, 2009
Does your website copy work? Part 1
So you're getting traffic, but not converting it into sales. Or, you're not getting traffic. Or, and this is the worst one, you have no idea whether or not your audience knows your website exists. Here, for the non-techies, and for people who are scared of words like SEO, html and metatags, are the first five of 10 easy ways to ensure that your website copy is actually working.Google has a set of rules for the kind of web copy that attracts sticky visitors - ie visitors who arrive and stick around long enough to find out what you do, so they can give you money - and if you don't have insight into the rules, your website is just spraying and praying (expensively).
1. In other words...
Have you used synonyms in your copy?
Good web copy should include words that are related to, and synonyms for, the keyword phrases that best represent you or your organisation. I don't mean endlessly repeating the same words (and scaring your readers away); I mean assuming that different web users will use different, contextually-related words to find what they're looking for on the Internet.
Let's say you're an ad agency. Don't over-egg your web copy with the words ‘ad agency' and ‘advertising' and cross your fingers. Rather salt-and-pepper your copy with relevant related words like ‘marketing', ‘target market', ‘branding', ‘communication', ‘niche' and ‘promotion'.
Hot tip: You can use Google's superb ‘Google Sets' function to help you. It asks you for a few relevant keywords and then gives you a list of related keywords that often come up in searches.
2. To put a fine point on it...
Are your attention-grabbers explicit?
One of the characteristics of good, strong web copy is the use of specific, descriptive words instead of vague generalities. So, rather than ‘Need sales aids?' use ‘Are you looking for branded posters, sales letters, direct mail or sales brochures?' Specificity helps web users because it demonstrates relevance and makes web copy more dynamic. It also ensures that, no matter what they search for, your prospects will find you.
Hot tip: Mention your suburb, city and country on your home page and elsewhere in your website. People tend to look for suppliers and service providers close to home, and are more likely to type in ‘printing company southern suburbs Cape Town' than ‘printing company'.
3. Sorry, what?
Is there sufficient repetition of your main ideas, in different forms?
Because only the gods know what web users will search for when looking for someone like you, you should use different forms, expressions and manifestations of your keywords. Going back to the ad agency example, don't just use ‘advertising'. Use ‘ad', ‘advert', ‘advertise', ‘advertize', ‘advertisement' and so on.
Hot tip: Some people use US spelling and some people, UK or SA. Now, the web is a global medium, so even though I usually beg my clients to pick one and be consistent in their print material, the rules are different online and you'll be sure to get more hits if you use both. Disclaimer: There will be people who are too puristic to do this. That's okay; I was one for ages.
4. Good words, everywhere
Does every webpage feature a different ‘page title' of 5-15 words?
(That's the white text on the blue background on the top left-hand corner of every website and webpage you visit. It usually says, redundantly, ‘Welcome to [insert company name]'. Wow! Really? Gosh, thanks.)
So often I see websites that just repeat their company name here. This is a blatant waste of valuable web real estate, because not only does the omnipotent Google use page titles when deciding where to rank your precious content, page titles also present a golden opportunity for you to highlight a message, reiterate a position or draw attention to a unique selling point.
On my website, for example, I could've just said, ‘Tiffany Markman' or the gloriously original, ‘Welcome to Tiffany Markman's website'. Instead, the Page Title of my home page goes way beyond the call of duty with the garrulous-yet-very-effective ‘Tiffany Markman - Freelance - Copy Editor - Writer - Copywriter - Trainer - Sandton - Johannesburg - South Africa'.
Hot tip: Use the focus of the page to guide the page title in question. If you're a graphic design company, for instance, your Services page could have the title ‘[Name] - Graphic Design - Web Design - Logos - Corporate ID - Stationery - DTP - Printing - Morningside - Durban'.
5. Keep it real
Do you use meaningful, not cute or clever, page tabs (ie, not like the ones in this article)?
This is important because your tabs are what web users use to navigate their way through your site. It's what they use to make a ‘buying decision' about how long to stick around. And you only have 15 seconds or three clicks, average, before they lose interest and disappear (probably to Facebook, Twitter, MySpace or the deliciously revolting Perez Hilton's blog).
So why waste those stingy seconds on having your readers dither about what you're trying to say? For instance, don't use ‘Our Hearts and Souls' for ‘About Us'; ‘Head Honchos' for ‘Management Profiles' or ‘Our Digits' for ‘Contact Info'. Yes, there's room for cute ‘n clever words if you're a cute or clever brand, but - let me make this clear - not in your page tabs!
Hot tip: Use the page tabs people expect to see: Home, Solutions / Services / Products, Branches, About Us, Press Room / Media / News, Gallery, Contact Us. They're boring, I know, but you can hopefully wow the web user with other things (your prices, skills or service).
6. In conclusion
Start by using the five questions above to evaluate your web copy in terms of ‘stickiness'. Spend as much time and energy on it as you can spare - and if you get tangled up, you need more info or you'd like to take things up a notch, email me on webcopy@tiffanymarkman.co.za.
Alternatively, wait for Part II of this series, and really revolutionise your website copy!
www.tiffanymarkman.co.za
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