October 19, 2021 § 2 Comments
I still have copywriting enquiries asking me how much I charge per word. That’s a bit like asking a builder how much they charge per brick!
The fact is you’re not actually paying for a number of words, you’re paying for a solution. Just like you want your builder to solve a problem, never mind how many bricks it takes.
Wordcount is one element I take into consideration when I quote for a job – but only one. There are many factors a copywriter needs to bear in mind when they price up a job and time is a big one. Many people imagine that proofreading a 1,000-word ebook would be cheaper than proofreading a 10,000-word ebook. But it’s not necessarily the case that the smaller book is going to take less time. I’ve worked on some shockingly-written ebooks which haven’t needed proofreading so much as rewriting. It’s not the number of words from the client that’s the issue but the quality of the client’s writing in that example.
When you hire a copywriter you don’t just want some words written, you want the right words written – words that are going to make an impact with the audience you want to reach. That takes time.
Even while I’m writing this blog, I’m not thinking about writing around 500 words. I’m thinking about how to persuade those that think copywriting is just about the number of words you write that it’s actually much more than that.
Copywriting is also about proofing, checking, rewriting, jiggling text around for the best sentence flow until you, the WRITER, knows that you, the READER, would be persuaded and motivated by the words you’ve written. That’s the content test I use: what difference would the words I’ve just written make to me? And planning that sort of writing takes time.
You wouldn’t dream of contacting a solicitor and suggesting that you don’t want to pay because you’ve only got a quick query. (And if you did you wouldn’t get very far.) But somehow recognising copywriting as a professional service is a step too far for some people.
Getting your message over in nine words and not 90 is a tough discipline. It’s time-consuming.
If you have any doubt about that, try this exercise: Finish the following sentence so you have just nine words in total: “We’re different because…… ”
Let me know in the comment box what you came up with.
October 14, 2021 § Leave a comment
Your website copy needs to put up a good fight for my attention.
If your website copy hasn’t got my interest in 8 seconds, I’ll be off. It could be and, is most likely to be, your competitor’s copy I’ll be reading next and if they do a better job, I’ll give them more of my time.
It’s not just me who has the attention span of a flea. Data collected for online reading patterns shows that we’re all the same – your potential customers included.
Diddle around or make your copy a hard read and you lose a reader AND the chance of a sale.
Your website copy needs to:
- Get to the point. Visitors haven’t got time to read details like how long your business has been going before they find out what exactly it is you offer.
- Explain what you can do for them. Don’t bother to talk about how wonderful you think you are. Of course you think that.
- Be chatty, friendly and engage visitors. My blog post Let’s get chatty with the written word explains what you need to know about using the right language. Whatever your product or service is, people will seek out the techy stuff if they need to know it. Most don’t so won’t. They’re looking for a solution and just want to know if you have it.
- Be written so that a 12-year-old would be able to understand it. Successful web copy is usually pitched at the reading age of a 12-13-year-old. People haven’t got time to work out precisely what your copy means. You either tell them straight or they move on.
- Say it succinctly. Of course when you’ve hooked a reader they’ll want to make sure you know what you’re talking about and will have a look around your website for more information, maybe some customer testimonials and possibly case studies involving past work. So there is a place for lengthy copy but you’ve got to get them interested first. Your home page, the logical order of your site and the clarity of your words need to get their attention straightaway so that you can reel them in.
- Get it right. Nothing, nothing. nothing switches off reader interest more quickly than a mistake – in spelling, grammar, punctuation, sentence flow. Visitors will be on and off a badly written page before you can say “Whoops!” And there’s no room for excuses like “anyone visiting the site will know what we mean.” Make errors on your website, aka your calling card and you’ll get prospective customers wondering where else you’ll be happy to make mistakes.
Good design has a big part to play in the success of a website and will hopefully attract attention in the first place. But the right words will make sure the content keeps that attention. You only have 8 seconds to persuade a potential customer that your website is the one they’ve been looking for. Choose your words wisely.
October 11, 2021 § Leave a comment
The best way of getting copy read is to make it an easy read – and to make it FRIENDLY.
If you and I had a conversation about your product or service, we’d chat about it. You wouldn’t talk like a text book because you know I’d switch off pretty quickly. You’d concentrate on trying to ENGAGE me and interest me and get on with me.
However…put the same conversation into the written word and something strange tends to happen.
Instead of trying to be the reader’s friend – as you absolutely would if you were standing face-to-face with them – the written copy suddenly starts trying to impress them. We’re still talking about the same product/service but instead of chatting away, the written copy uses big words and formal language.
I’m not absolutely sure why this happens and I know I’m not alone at favouring the chatty/friendly approach because many successful companies have tone-of-voice style guides which insist that all copy should follow conversational lines.
For those companies who use posh language, perhaps it’s because they feel that conversational-type writing dumbs down their offering. Written language is a permanent record and possibly companies feel they can’t afford to make their offer seem light-hearted. In my opinion, they can’t afford for the copy NOT to seem relaxed and the company, approachable.
There’s no way you’d be able to get round to have a chat with all your prospective customers. You can get the written word to many of them. Be chatty, be friendly, put yourself in a position to make more sales.