Tag Archives: copywriting training

Copywriting

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Finding the exact words to tell a company’s story isn’t as easy as you may think and the copywriters who manage to do it successfully deserve a round of applause.

Visiting websites with bad copywriting can be cringeworthy as well as just plain boring!  Never-ending stories without a real ending, purpose statements, uninteresting paragraphs on product descriptions and yawning lists of statistics are a few other reasons you will ‘X’ out of a poorly-written website.

Website owners know that people who visit their sites want to see eye catching pages that grab their attention at the first glimpse.  The pages need to have captivating images and language to keep you wanting more from them. Unfortunately, only a handful of websites out there know how to effectively do this. Companies struggling with copywriting can learn a lot from intelligent copywriters. Below are a couple firms who deliver clever copywriting.

EAT 24 is known for their clever blog posts – I think their copy needs to be recognized too, as they are right on track with it.  Their homepage has these funny catchy phrase slider ads:

Do Dinner

Find Out

Funny copy which clearly describes their product.  If you think their smarts stop here, think again. It’s also on their job description tab, email subscription call-to-action and on their meta descriptions too.  They are doing everything in their power to make sure they are reaching all targeted areas.

You us

Eat24

HipChat takes more of an innovative approach to copywriting.  They wanted to provide companies and teams a chat service that was built for them and around them.  It is entertaining but still explains what their software does and how it will help you now and in the long run.  Love the banner on their home page:

hipchat

Those were good right? Now take a look at a few examples of bad copywriting. There are many companies out there that don’t know how to effectively write copy and they should really take notes from the ones above. Or get some training.

I found this site Blinkee and they offer blinking and glow in the dark products.  They have a black background and their wording is all in neon colors (to stand out). They’ve listed images to show their products and every picture is blinking and the images are too small. This site setup is very distracting and painful to look at with way too much going on. They need to focus on the selling aspect of their products more, not the flashing and blinking that their products do. With this setup I just want to hit the “X” button right away and close this site out.

Blinkee

I ran into this site Lingscars and just had to laugh at the whole set up. My eyes are criss crossed from the design they have going on here. Honestly, what were they thinking? They have flashing, blinking and moving images going on all over the page. The background has bright colors and in a paisley design. A crazy gimmick song plays when you first enter the page. Their purpose is to lease a car, but with all the other stuff they have going on, you totally miss the concept you’re too busy looking at the picture of him, odd ads and videos. So much for what they are actually trying to do, which is lease their cars, as I just want to remove this image from my mind!

lingscars

Bottom line, your copy shouldn’t take itself too seriously. To appeal to your customer, your web copy should be interesting while representing your brand in a witty or unique way.

Andrea Sig

 

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DON’T Read This if You Want to Change

Did you know that the unconscious mind doesn’t recognize the word ‘don’t’? Every time you use it, your mind will skip it and go straight to the rest of your sentence. So when you say to your kids ‘Don’t run, you’ll fall over’, you’re actually giving them a command to run and fall, which makes it much more likely to happen. It might be more constructive to say ‘Run on the grass’ or ‘Watch where you’re going when you run.’ Think of the UK’s Drink Drive campaign ‘Don’t Drink and Drive.’ Surely it would make more sense to say ‘Stay Sober, Arrive Safe’?

Since your unconscious mind doesn’t process a negative, it’s important to be clear with the words you use, whether speaking to yourself or someone else. Instead of telling yourself what not to do, focus more on what to do. Think of new ways to phrase things by removing the negatives. I can’t think how many times I’ve been nervous in the past and repeatedly said to myself ‘Don’t mess this up’ then watched, horrified, as I did exactly that! If I’d known what I know now and concentrated instead on what I did want to happen, the result is likely to have been very different.

Making the transition to positive language and rephrasing how you speak to yourself and others will not only help your unconscious mind, but also your conscious mind! You’ll start thinking – and acting – more effectively. Where the head goes, your body follows.

Keen to know which words will specifically convert your web traffic into solid sales or enthusiastic inquiries? Take a look at my new coaching program.

Andrea Sig

 

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Upcoming Events

Change Your Words, Change Your World’ – Workshop on May 30th

A one-day introductory workshop on how to shift from a fear-based reality to a joy-based one. If you need an excuse to get away for some ‘me’ time, this is it!

Workshop info (scroll down for the ‘Special Events’)

Places fill up quickly, email me andrea@purplefeather.co.uk or call me at 07779 481807 to save your spot!

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Filed under Change Your Words Change Your World, Events, One-On-One Coaching, Uncategorized

Human nature. What’s it got to do with your marketing?

Volkswagen Commercial Vehicles hit the nail on the head with their recent marketing campaign. They’ve realised that it’s in our nature to enjoy a good story. They’ve seen it’s natural for us to connect with people rather than faceless brands, and that we’re drawn to those who value the same things as us. So it’s no surprise that their new story-centred, customer focussed campaign is a big hit. They’ve told the real life story of Andy, director of AB Flooring and owner of a VW Transporter vehicle, indispensable to the day to day running of his business.

What would you be more drawn to? An ad explaining all about the features and top quality of a VW Transporter? Or the genuine story of someone just like you, whose life has been made all the easier by his trusty VW?

Storytelling and authenticity are two things we emphasise in our training sessions. You ALL have a story inside you and we help you to tell it in the most effective way. A well-structured website will take your audience through a journey, first engaging them to read on and ultimately inspiring action. Storytelling will turn your website into your top sales person, in a way that is authentic and true to your values. And hey presto! If you’re communicating your values through your web copy, you ‘ll attract your IDEAL clients in a jiffy.

On our upcoming WordPowered Masterclass, you’ll learn how to write authentic, engaging copy that inspires your ideal customers to act (whether that is buying your products, supporting your cause or simply getting in touch).
In October, our Director Andrea trained with a client in New Jersey who was launching a fabulous website that provides educational resources.  After their last session he said that Andrea had ‘blown his mind’ and that he had been on the phone to his colleague for 3 hours discussing all their new ideas and how to put them into action! Could that be you this month?

Join Andrea on the 14th November for the first in the series of a three part online masterclass, where she’ll be sharing her tried and tested techniques for writing engaging web copy. The masterclass is made up of two group sessions where Andrea will set you up with the copywriting skills and insider knowledge you need to write compelling copy. The third session is a one-to-one where you will work together to get to the heart of your message and tell your story.

To bring your online marketing to life, email Alex at hello@purplefeather.co.uk and get in quick for the next WordPowered Masterclass. It’s the last one of the year and they sell out fast, so grab the opportunity with both hands!

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Filed under Branding, Online Masterclass

SuperSleuth your way to great conversions!

The first question you should be asking is…

What does my reader need to get from this piece of copy?

If you can’t answer that, put down your pen or tuck away your keyboard and go and do some field work. Ask people, put out a questionnaire. It’s probably not the right time to be writing. If you do know, keep going.

Think about this living, breathing person sitting in front of you. What motivates them? What do they want less of in their life, what do they want more of? How can you make their life easier?

What’s going to stop them?

Whenever anyone comes to a webpage, a post or an article, if you’ve written your headline well and kept them interested long enough to actually read your body copy, they’re likely to have a caseload of questions in their heads. Your job is to get inside their minds, use your powers of deduction and answer them. That’s all you have to do.

Consider what’s going to stop them adding your product to their cart or signing up for your next course or buying your book.  Is it a lack of information, are they worried about paying online? Have other people benefited from what you’re offering and if so what did they think of you? Maybe they’re just too shy to show up on their own for one of your courses and need an incentive to bring a friend for half price?

When you spend some time working out what makes your ideal customer tick and putting their minds at rest, they’ll know you have their best interests at heart and will be much more likely to trust you. Conversion will happen naturally. 

Now, where did I leave my magnifying glass…?

Happy sleuthing! Til next month,

Andrea

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Filed under Powering Conversion - Top Tips

How To Get Lightning Results With Your Web Copy

Yesterday there was a mighty thunder storm in Glasgow (well, by UK standards anyway). As darkness descended on Wellington Street, the heavens opened and boy did it rain! With each new clap of thunder or bolt of lightning, Andrew and I ran to the window. Each time, nothing much had changed. It was still dark, wet and deserted. The seagull on the roof of the building opposite was still sitting there, looking foolishly nonchalant. Yet with each BOOM we were still compelled to vacate our seats and press our faces up against the window, surveying the scene. Then people started whooping in the street – Flash! “Woohoo!” BANG! “Yeheaah!”  And I thought ‘Wouldn’t it be amazing if your web copy could evoke such a strong and immediate reaction?’

Here’s how:

Kick off with a punchy headline to grab attention, just like that first clap of thunder. Then work through the copy cracking open people’s existing perceptions and objections, giving them a new energy. Bring your readers into the present, painting a picture of their new and improved life. Keep the energy high, mixing up your sentence lengths. Try not to create any sentences with over 16 words – you lose impact and momentum. This energy needs to take the reader right through to the end, so make each subheading as loud as the last. No one runs to the window for a distant rumble.

Top it off with a dynamic call to action strong enough to convert. ‘Click here to buy’ just doesn’t cut it I’m afraid!

“Life isn’t about waiting for the storm to pass; it’s about learning to dance in the rain.”

If you’re struggling to connect with your ideal clients, we can help you find your voice and transform your business. Learn to get lightning results with your web copy on our WordPowered Masterclass.

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Filed under Online Masterclass, Powering Conversion - Top Tips

Is this the man who makes the most comfortable shoes in the world?

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Now we’ve all heard of (and perhaps coveted) a tailored suit. But what about engaging your own personal shoemaker? Enter Alan Raddon, an immensely talented craftsman. Alan is passionate about the design, quality and health benefits of his hand-made Shandals. Individually produced to suit the exact measurements and colour preferences of the client, Shandals provide the ultimate comfort when it comes to footwear – and they look pretty funky too. Alan has gathered cupboards-full of glowing testimonials since he started making Shandals. One happy customer described them as “Truly shoes that make your feet smile”. Another customer’s feet were smiling so much he told Alan, “I only take my Shandals off to go to bed.”

Despite all these accolades, Alan’s website wasn’t performing. The traffic was low and conversions even lower.

Here we had a classic example of the difficulty a craftsman faces in balancing promotion and production. That’s where Purplefeather comes in. However much love and care you put into your craft, your website won’t generate sales unless you optimise your copy for customers and search engines.

With our WordPowered Masterclass, we showed Alan how. We guided him through the secrets of copywriting success, and helped him to delve into the mind of his ideal client. For instance, we looked at what key terms customers would search with if they were looking for comfortable shoes, rather than what Alan would use. At the end of the course, we had taken the pain out of web copywriting for Alan and brainstormed taglines, headlines and copy ideas for Alan to take away.

We can’t wait to see what Alan produces. If his web copy is as intriguing as his shoes, then we’re in for a treat!

If you too are a talented artisan with a great product, but feel like running away and hiding when it comes to marketing yourself online, it’s OK, Purplefeather can help! 

Join our WordPowered Masterclass and we’ll help you tackle your web copy head on. Once you have learned the techniques of writing successful copy and engaging with your audience, we’ll work with you on applying your new skills to your own website.

Email hello@purplefeather.co.uk for a course programme and booking details.

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Filed under Case Study, Online Masterclass