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After browsing through The Drum recently, I was absolutely astonished to come across this statistic: 71% of companies are still ignoring consumer complaints on Twitter I mean, come on, these are your customers. Just because they choose Twitter a their form of communication as opposed to a phone call, doesn't make their complain any less important. Plus, if it's out on Twitter, potentially thousands of people can also see their complaint. So doesn't make sense to do something about it rather than ignore it? According to the article, only 29% of those who tweeted a company with a complaint received a reply (Maritz Research) and the goes on to say: The American research looked at 1,298 consumers over the age of 18 who frequently tweet and have used the micro-blogging site to complain about a specific product, service, brand or company. 49% of respondents ...

Yes. OK, that doesn't make much of a blog post, so let me elaborate. As a copywriter, I write about all sorts of things - risk management, cosmetic surgery, recruitment, architectural rendering, cabling, sustainability...the list is endless. And when a client asks about my B2B (Business to Business) copywriting experience I have to smile. Why? Because, to me, B2B and B2C (Business to Consumer) copywriting are one and the same thing. Why B2B and B2C copy is the same The aim of copywriting is to sell. Whether you're writing B2B or B2C, you are selling to a person. Oh yes you are - come on, when was the last time you saw a company: Physically buy something? Meet you for a coffee? Physically sign a contract? NEVER - because you are selling to the person behind the company facade, which means the copy you write shouldn't be any different to ...

Nothing ever stays that same - ain't that the truth? What was billed as the latest 'big thing' a few months back is now suddenly passé as a new kid lands on the block. Or, methods suddenly change that make a complete mockery of what has gone on before. Take SEO copywriting as an example.When it first crashed onto the scene we were told to make sure the search engines could find your content it had to be jam-packed with your keywords. Who cared whether it made sense or not to you or I, that wasn't the point. The content was there to get a website to the top of the search engines, pure and simple. If the end user couldn't understand what was written on it, who cared? You were top of the tree...no.1 ...

This post originally appeared on Freelance Copywriter's Blog: When you sell face to face your sales pitch is entirely verbal. You can watch the other party for physical clues as to what they’re thinking or whether they are about to buy. But the world of online marketing relies on the written word. The quality of the writing on websites therefore has to be high and that means no spelling or grammar errors. But can a typo really have an effect on sales through your website? According to a recent article on the BBC website, the answer is yes.   Spelling mistakes cost millions in lost online sales Now if that sounds like scaremongering to you just listen to this. According to Charles Duncombe (an online entrepreneur) when a spelling mistake was identified on the tightsplease.co.uk website, the revenue from ...

Despite being written from a copywriter's point of view, this post applies to virtually all professions. In business, your clients are your bread and butter. Without them you'll just be sitting at your desk, twiddling your thumbs or playing Angry Birds. So, the way you deal with them is crucial if you want to keep them and attract others. Below are just a few tips on making sure they remain happy - even if things go wrong. 1. Listen to them The only way you can hope to fully understand the project you've been asked to work on is to listen, take notes and, of course, ask a mountain of questions. If you try to second guess what it is your client wants, you're going to get it wrong - big time. If the brief they provide is unclear, don't struggle on ...

What is the one thing that will make your blog stand out from all the rest (other than great content)? Your voice. How you put across your information, your style, personality and voice will all me major factors that attract people to your blog and encourage then to stay. You must make sure your voice and personality are 'heard' and not an imitation of your favourite blogger. Be you, be proud How do you make sure your personality shines through? 1. Think about how you want to come across Before you start blogging, think about how you want to present yourself. Do you want to be seen as being: Formal or informal? Conversational and chatty? Amusing? Factual and to the point? Once you've decided on the best fit for you make sure you continue in the same style for all your posts. 2. Inject your ...

The whole point of creating copy is to sell. It doesn't matter what form it takes - website copy, brochure content, email, case study, white paper etc. - its main function is to get your reader to sit up and take notice and take an action (e.g. buy, sign up, visit your website etc.). When you're face to face with someone selling to them, you have the advantage of being able to think on your feet, counter their objections and continue to talk to them until you convince them to buy. But when you're writing copy, none of those advantages exist. You're writing words that will be read at a later date by someone you've never met, so it's essential your words work hard for you. 4 things to remember when writing your sales copy OK, there are far more than ...

Tight copy? Does that mean writing: Nope. Tight copy is a way of writing a clear sales message that's to the point - i.e. no superfluous waffle. If you fill your copy with unnecessary adjectives and go round the houses before getting to the point (i.e. selling the product/service you're writing about), your copy isn't going to be very effective. That's why, before you get started, you need to plan what you're going to write. Consider: What you're selling To whom you're selling Why you're selling it What you want your reader to do Once you have that straight, you can start to write.   Keeping your copy tight As a copywriter I spend most of my time creating tight copy, so here are a few tips to bear in mind before you start writing. 1. Declutter Everyone adds in unnecessary words when they write. But you're unlikely to spot them until you read your copy back ...

Have you ever wondered how a copywriter is able to write about lots of different things? Every day they write copy about a vast range of products, services and industries, convincing the public to buy things. They must be creative geniuses with massive brains to store all that information. Of course, they could also be great researchers.   How to research your way to genius status When you think about a copywriter's day, you probably visualise them sitting in front of their computer writing. And that's all they do until it's time to go home. Wrong. When starting a project a copywriter doesn't write straight away, before that happens they have to research. If someone asked you to build a house, you wouldn't just rock-up at the site and start laying the foundations. You would have meetings to discuss the type of house ...

This post first appeared on our other blog www.freelancecopywritersblog.com, but as it's extremely relevant to any type of content generation we decided to re-post it here for you. You’ve finally done it. It was a job that remained on your to-do list for months, but finally, you’ve completed your new website copy or brochure content. Your copy is error free (well, as far you can see), reads superbly and most importantly, can now be crossed off your to-do list. Once it’s been uploaded or your shiny brochures have been received back from the printers (smelling divine), you sit back and wait for your phone to start ringing and the deluge of emails to pour into your inbox. Strange, nothing’s happening…   Dogs can teach you a lot about copywriting These lovable rogues are my dogs – Jerry and Scooby. As all dog owners will understand, they ...

Content generation is vital if you want to boost your online presence. But how can you make sure people find your content? If it can't be found people won't read it, and if people don't read it there won't be a constant stream of traffic to your website. A bit of a problem. Well, this post looks at how you can make sure people find your content. Making sure people find your stuff 1. Research You are writing for a specific audience, therefore it's essential you research that audience and find out what they want to read about. What is it that interests them? What problems are they facing that they need help with? Basically, you can't start writing for them until you know the answers to those questions. 2. Call to action Once they do find your content, remember to ask them to do ...

The aim of your landing page is to focus on one thing - getting your customer to buy, sign up to your newsletter, downloading a free report etc. So the content of your page must to achieve that and only that. To illustrate this, let's take a look at an example of a landing page designed to give away a free report. The purpose of a landing page Why set up a landing page? Well, it's a great way to build your marketing list for a start. Plus, with a page dedicated to getting their email address from them in return for the report, there won't be anything to distract them. So, how do you make sure your landing page is focused on its task? 1. Above the fold That's a phrase you hear a lot. Basically, it means you should keep ...

If you are still a blogging sceptic, take a look at this statistic: Companies that blog get 55% more website visitors than those that don't and 57% of companies with a blog have acquired a customer from it (Hubspot) So you see, blogging isn't a waste of time. It really can do wonders for your business. But once you've taken the plunge and set up your blog, what then? This post looks at how to get started in the wonderful world of blogging. Why do you want to blog? If you've decided to take the plunge, you've probably worked out that: It will help your search engine rankings It will position you as an expert in your field It's a way of getting fresh content our there and strengthen your web presence Fantastic. But before you get going you'll need a strategy. Starting out First, you must decide what ...

The one thing stopping a lot of people offering a guarantee is the though that, if they do, loads of people will use it as a way of getting their money back, which will cost a fortune. True, there may be one or two people that do that, but by offering a guarantee you will be rewarded with far more benefits that if you don't. Advantages of offering a guarantee The prevalance of internet scams has caused people to be very sceptical about online retailers. People buying from High Street shops have the added peace of mind of knowing they can easily return items should things go wrong. But when buying from the internet that isn't the case. Plus, too many internet companies make it very difficult for customers to get in touch with them when things do ...

With 27% of UK adults and 47% of teenagers owning a smartphone (Ofcom), it’s hardly surprising so many companies are looking to the mobile market and tailoring their online marketing accordingly. However, some companies believe that users will simply browse their website through their handset so there’s no need for additional investment in a mobile website. But according to a recent study by the marketing technology provider Unica (link to PDF), that isn't the case: 33% of companies are already using mobile messaging, applications and websites as part of their marketing strategy 24% plan to use these tactics within 12 months 13% plan to use them in more than the next 12 months 20% had no plans 10% didn’t know Therefore, the need for mobile websites is created because of the way mobile users use their smartphones. Creating powerful mobile website copy As a ...

This blog was first published on Freelance Copywriter's Blog. Read on to discover the mistakes made when doing keyword research to make sure you don't fall into the same traps. When you start working on your SEO strategy, the most important decision you’ll have to make is what keywords you will target. The decisions you make will determine how effective your overall strategy is, which is why it is so important you get it right. But time and time again, mistakes are made that cause frustration because the desired results are not seen. The main thing to remember is that the keywords with the highest number of searches aren’t necessarily the best ones to target.   Mistake #1 The first mistake people make is going for glory – or at least the keyword that generates the most traffic. The problem is the competition for these words is very hot. The problem with that is if you’re ...

Social media is conversation. It's a way for people to exchange ideas, discuss common ground and share interesting information. The idea behind it is simple: Generate great content People pick it up and share it with others You get more followers, fans and comments Sounds easy, doesn't it? But if you've been using social media for a while and no one is sharing your stuff? What do you do? The first thing to do is to make sure your content can be found. After all, if no one's reading it, no one can share it. Why your content is being passed over Before you start to panic, don't. If no one is sharing, all you have to do is rethink how you’re using social media. Here are 5 reasons that could hold the answer to why your content isn’t being shared. 1. Trust People will only share content ...

As a copywriter a lot of my time is spent educating potential clients of the value of what I do. Many 'get' what a copywriter does and the value that they bring, but some simply come to me because they were told by a colleague they needed a copywriter without really understanding why, or the difference a professonal writer will bring to their project. Hiring in outside hellp will obviously mean you get great copy, but it also means your marketing materials will 'speak' to your reader because a copywriter can be objective; they look at your company from the outside so they get the same perspective as your customers. So what? Well it means they will write about the benefits of your products and services, not the features. The other day I came across a job advert for a ...

Fantastic, benefits heavy copywriting is great, but it is better when coupled with a powerful call to action. And yet, you'd be amazed at how many people completely forget to add one. For hours, they slave over their copy, analysing every word until it is as strong as possible only to forget the call to action. The result? The reader is convinced by your copy, is ready to buy, but then reaches the end and wanders off - all because you didn't tell them what to do next. If you don't have a call to action, your conversion rate will take a nose dive. Many would argue that you should give your customers some credit and they'll know what you want them to do. Well, if that was the case, why is your conversion rate so low? And besides, what ...

Have you ever had someone turn round to you and exclude you from a conversation with the missive - "It's OK, you wouldn't understand."? OK, there would be occasions where it is quite possible you wouldn't have a clue what they were talking about, but that doesn't make their assumption any less irritating. After all, surely it's their job to explain the topic clearly and in such a way that anyone could understand it. It's a bit like copywriting - everyone can write, but writing persuasively and clearly isn't something everyone finds easy. That doesn't mean to say they can't, it just means they are not practiced in doing it, which is why many companies hire in the expertise of a copywriter. The value of a copywriter What's the difference between a copywriter and ...

Q: Should you be using social media? A: Yes. Q: Should you be selling through social media? A: Yes. Q: Should you be connecting and engaging with your customers/audience through social media? A: Yes. Yes, social media is a great way to connect, engage with your customers, find new clients and promote your business. But many businesses fall at the first hurdle because they use it solely as a promotional tool. By constantly tweeting or updating fans about your latest promotions, news, what you're up to and a few more promotions, you'll lose followers hand over fist. Why? Because you'll come across as being 'spammy'.   Social media as a marketing tool   Through social media you can encourage people to sign up to your newsletters, promote your eBooks and give-aways and encourage them to visit your website. But if that's all you do, people will get fed ...

For those of you who are still not convinced about having your business on Facebook, take a look at a few of these stats that show the levels of engagement with customers you could be enjoying: Worldwide, 175 million people log onto Facebook every day 66% of comments on company pages are from consumers (34% are from other businesses) 35% of consumer comments on company Facebook pages are compliments 8% of consumer comments on company Facebook pages are complaints 17% of company responses to consumer comments call consumers by name 15% of company responses to consumer comments invite further conversation 89% of consumer replies on company Facebook pages go unanswered Stats from Socially Awkward Media Having a business page on Facebook makes sense as it's where your customers hang out. So, if you want to engage with them, you've got ...

Regular newsletters are a great way to keep in touch with your customers and add value to your relationship. They can be used to convey information, opinions, top tips and offers. But generating a regular stream of information can seem daunting and is one of the major factors that puts businesses off using this valuable sales tool. But it doesn't have to be daunting, all you need is: A great template that looks professional An easy way to generate a constant stream of valuable content Is there really an easy way to produce a continuous stream of content? Keeping your ideas flowing The creation process follows 5 simple steps: Choose 3 topics for the main body of your newsletter (or as many as you wish) If your design has a side bar, find about 3 regular topics to fill it (e.g. recent testimonials, ...

You have a website, so you've got this Internet marketing malarkey nailed - right? Well, that depends on your traffic. You do get traffic, right? How many leads do you get through your website every week? At a recent networking event I was deep in conversation with a business owner about websites. I asked how his was working for him, how many leads it generated from his traffic. This was his response: "No, I don't have an ecommerce website so that doesn't apply to me. My website is there because a business is expected to have one. I means, it's not as if a business like mine will sell through a website, that's simply not possible." That kind of attitude to online marketing will mean that he'll probably never sell through his website. And the fact that it's not ...

When SEO (search engine optimised) copywriting is done well, it will boost your search rankings, attract targeted traffic to your website and convert those visitors into sales. Done badly, it could harm your rankings, keep people away and it won't sell anything. So how do you make sure you get it right? 5 signs of good SEO copwriting 1. Written for your reader When people think of SEO copy, they instantly start stuffing keywords into places they really shouldn't go. This is probably because they've heard the term 'keyword density'. If you have heard of it, forget it NOW. It's a complete myth. If you want copy that helps your rankings and attracts customers (and makes them buy), it needs to be written naturally and for the reader. Concentrate on selling the benefits, writing in ...

In an ideal world, when selling to your customers, the process would go something this this: You – This stereo is the latest thing onth market. It blows its competition out of the water. Every house in the UK will own one soon so make sure you’re the innovator in your street and buy yours today. Prospect – Fantastic, I’ll have one! The problem is, life just isn't like that. No one can be sold to that easily (well, very few people). Normally, you'll experience something more like this: You - This stereo is the latest thing onth market. It blows its competition out of the water. Every house in the UK will own one soon so make sure you’re the innovator in your street and buy yours today. Prospect – It’s quite expensive. You – But it’s the latest technology. Prospect – Hmmm, not sure I really need all those features. You – But it’s cutting-edge. Prospect – ...

You already know about the benefits of using Google Analytics to track your website's performace (even if the recent cookies legislation will result in incomplete data), but have you considered using it to track the effectiveness of your social media activities?   The Analytics tool is a great way to track the performance of your SEO strategy. Your dashboard offers numerous stats that can be used to enhance the performance of your site and its content:                     So, if it can do that for your website, what can it do for your social media usage?   Take a walk on the social side As you start to make more use of social media in your marketing strategies, the need to track and monitor your activity increases. Well, you'll be pleased to hear that the clever bods over at Google have found a way ...

You're probably aware of what a QR Code is. If not, they are those curious boxes, filled with black and white squares that are popping up all over the place these days. Basically, you scan them with the QR Code reader on your smart-phone and they'll either direct you to a website, voucher, sign-up box etc. But before you think you must have one, think carefully about how your customers will use it. In fact, are your customers tech savvy enough to know how to use one? If you suddenly use them as a way of accessing special offers, or as a way to sign up to your newsletter, will you be limiting your market reach? I'm not suggesting that you shun them completely, just make sure whatever they offer is available through other means too. So, before ...

Search engine optimisation usually makes you think of things like: SEO copywriting Keywords Title tags Headings and subheadings These are all very important when it comes to boosting your website's SEO, but there's a lot more that also has to happen 'behind the scenes'. What is off screen SEO? There are 3 main elements that make up off screen SEO. Let's look at each in turn to see how they can affect your SEO effectiveness. 1. Website Your website shouldn't just look nice, although that will obviously help draw people to it. It is essential you choose your web designer carefully. Make sure they understand SEO - and I mean really understand it. If you're unsure, ask to see some examples of good websites they've put together that are achieveing great things in the SEO arena. The structure of your website is key when it ...

This post first appeared on my other blog, freelancecopywritersblog.com, but I also wanted to share it with you here. It’s amazing where inspiration can strike for blog posts. This one came about after a visit to the opticians. I dread going mainly because I have a tendency to faint but on this occasion not only did I not faint, I also came away with a blog post. Whilst I was sat in the big black chair, breathing deeply and praying that I didn’t pass out, my optician was making conversation and asked what I did. After explaining I was a freelance copywriter and worked with computers most of the day (hence the need for an eye check) he told me about a proofreading blunder he’d read about. Earlier this year a story appeared in the Daily ...