Tag Archives: learn web copywriting

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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How To Structure Your Content

A I D C A

If you’ve ever done any marketing training, you might be familiar with the AIDA principle. For the web there’s one extra step. So A is for Attention, I is for Interest, D for Desire. C stands for conviction and A is the final Action.

Attention

We’ll start with A, Attention. How do you get someone’s attention, generally? Usually by telling them something that piques their curiosity, pushes their buttons or appeals to their self-interest in some way. If I whispered to you on the subway that I’d discovered the secret of eternal life, my guess is you’d want to know more.  Or at the very least you’d be intrigued by my weirdness! The best way to get attention with the written word is by using headlines. Your headline is really an opportunity to tantalise people into reading more by creating an emotional reaction. That’s the only job it has to do. And there are plenty of ways to do that. We’ll be talking more about that in next month’s feature.

Interest

OK, so the next step is to build on that interest and move them into your body copy. Think about the basic human needs for shelter, safety, money, love, nourishment, achievement and sex. Most of us want all or some of these needs met on a regular basis. Your Interest statement needs to address these needs. So if the product can save money, specifically mention how much. If it will make their family safer, explain how. It helps to focus on the main benefit.

Desire

Right so now we’ve got their attention and engaged their interest, the next step is to stoke up some desire. This is where you pull out all the stops. Paint a picture for your reader which evokes a life made infinitely richer, easier or more pleasurable once they have availed themselves of your product or service. Tell them how people just like them are already enjoying the benefits. Awaken their desire to be more successful, more beautiful, more gifted or luckier than any of their peers. And then make your offer sound unmissable by limiting its supply through use of a deadline or exclusive deal. We all like to feel that we’re getting extra special treatment and that we’re not missing out – that’s just good old human nature.

In this section of your copy you’ll need to give your reader all the details they’ll need to make a buying decision. Remember we make buying decisions with our feelings, not our intellects, though we might use reason to rationalise those emotional decisions after the event.

Conviction

Moving onto the fourth part of our web page structure then, the C, which stands for conviction. This is where you need to provide social proof in the form of testimonials, statistics and any positive PR or press coverage you’ve received. It’s also where you can address and overcome any objections your customer is likely to have.

Action

By now your prospect should be feeling really hungry for a transaction. What could possibly go wrong? The fifth part I want to talk about is the call to action, or put simply where you tell them to buy now, with urgency. And it’s where most web copy falls flat on its face.

If you’ve written your copy or presented your content in a structured way, you need to follow right through to the finish. This is where the energy needs to be ramped up! Sometimes it helps to write this piece of your content first. What do you want them to do as a result of engaging with your content? People expect to be reminded of the benefits and be told exactly what to do next. Don’t disappoint them! And if you can end on a note of inspiration, do so. If you’ve watched The Power of Words, you’ll notice that the part of the message that really hits home after you’ve read the sign is ‘change your words, change your world’ which transitions into Purplefeather’s logo and web address. It evokes emotion, and reminds you what you can do with a strong call to action.

Hopefully this post has given you some more helpful tips on conversion and there’ll be many more to come over the year. What do you think? Love to hear your comments.

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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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