You have 8 seconds to catch me!

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:

1. 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.
2. Explain what you can do for them. Don’t bother to talk about how wonderful you think you are. Of course you think that.
3. 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.
4. 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.
5. 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.
6. 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.

Let’s get chatty with the written word

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.

The decline and fall of common phrases

A woman slammed the phone down on my friend yesterday – or did she. They were talking – on mobile phones – she got angry and she abruptly and angrily ended the call. But did she actually, literally, physically, slam down the phone on him? Probably not – unless she was also intent on wrecking her mobile.

So that’s one phrase in the English language whose days are numbered. There are others:

1. Carbon copy. When I was a young journalist using a manual typewriter I used carbon paper to make a copy of the story I was writing. Carbon paper isn’t necessary now that we all use computers. However…we’re using ‘carbon copy’ often without knowing it. When we cc somebody on an email, we all know that we’re copying them in. We don’t all know (I didn’t) that cc stands for carbon copy.
2. Winding down the window (of a car). We don’t do that anymore. In place of the winder-type apparatus that was fitted in old cars, we use a button and the window shoots down.
3. Kodak moment. In the days of camera film, we were careful about capturing the moment we wanted to cherish on film – frankly because we had to pay for it to be developed and, in the first place, make the effort to go to the developer. So a Kodak moment, named after popular photographic film, was a special picture moment. These days billions of pictures are taken every minute on Smart Phones, special or not. We just snap away.
4. Nothing to write home about – meaning it’s not big news. Back in the day, before mobile phones, people actually wrote letters to family when they had news – even sent postcards when they were on holiday! But if they didn’t have news or weren’t on holiday they had ‘nothing to write home about’.
5. Put somebody through the wringer – to give them a hard time. Several generations back wringers were used to squeeze every last drop of water from just-washed clothes. Now machines do the hard work but we’ve carried on using the expression to suggest someone’s been drained of everything they’ve got! eg. the lawyer really put him through the wringer.
6. Snapping a photograph. I just used the ‘snap a picture’ expression in Point 3 – where did we get that from? Simple – old cameras used to make a snapping sound when they took the shot.
7. And, is a newspaper still a newspaper when it’s published online – no paper involved!

There must be many more phrases that don’t really make sense any more. Any thoughts? Answers on a postcard please – well, not literally. We don’t need to send postcards when we can whizz over a suggestion via the comments box.

The secret language of the written word

When you speak to someone they know what you’re saying because they can hear the words and, importantly, how you’re saying them.

When you text someone they can’t always be sure of what you’re saying – or, at least, exactly what you mean – because they can see the words but can’t hear the tone of voice behind them. So your innocent reply can be misread.

The same goes for content on a website. It’s a real craft to write content that’s friendly, appealing and easy-to-understand-in-one-reading.

Going back to text messages, I received one the other day from a friend who was replying to a ‘Happy Birthday’ text I’d sent her. It said: “Many thanks” which I thought was a stilted and corporate reply between two good friends. To be honest, I worried about it over a cup of tea and wondered what could be wrong – I’d got the right date, sent her a card as well (and in time) and my text to her was just the cherry on top.

It turned out, I discovered some days later, that she’d been at the hospital accompanying her mum to an appointment and had just been called in when my message pinged through. Rather than not answer it she dashed a reply to acknowledge it – a message that led me to worry for days because it didn’t sound rushed, just formal.

In the scheme of life, a slightly misunderstood text message is not so damaging because you can put it right quickly. Reality is that if you’re texting, you’ll also have the recipient’s number so that you can call to check out the meaning of something you’ve received, if it doesn’t sound quite right.

Not so simple is the website example. Many, many people will visit your site and it’ll be a long time – if ever- that you find out they’re not responding to it because they don’t understand what you’re saying. You won’t have the telephone number of everybody who visits because you don’t know who they are.

The fact here is that website content is best written by someone who initially doesn’t know your business, has to ask loads and loads of questions to understand it and then can craft good written copy to make it sound friendly, appealing and entirely understandable – without the visitor even having to try to work out what it means. I can help you with that – 07946 450708 or send an email to julie@bowlerhatmedia.co.uk.

My Top Ten writing howlers

I was trained by a fierce, scary editor and now I’m a fierce, scary editor. These are my Top Ten writing howlers and when I see them in print, I want to scream.

1. You’re and your. This easily makes the number one slot because the words are not interchangeable and the mistake is made so many times by so many people. ‘You’re’ is the shortened version of ‘you are’ and ‘your’ means belonging to you. Most people know that but many still get it wrong when they write it.
2. Apostrophes. An apostrophe is used to indicate either possession (e.g. Harry‘s book; boys’ coats) or the omission of letters (e.g. can‘t; he’s). An apostrophe is never, ever, ever used to suggest a plural (e.g. 1960’s; BBQ’s). Let those words be and write them like this: 1960s and BBQs. I’m not the only one to get heated about the misuse of apostrophes, the Apostrophe Protection Society  was formed ‘with the specific aim of preserving the correct use of this currently much abused punctuation mark.’
3. So. There are times that ‘so’ is a useful word and times that it serves no purpose whatsoever. This seems to be a modern invention, as in: ‘So I went down the road.’ Read that sentence without the word ‘so’ and it makes perfect sense.
4. Capital letters.  We all learned the rule for capital letters in school: proper nouns and the beginning of sentences. And then we grew up and many of us threw it away. For example, you may have only one mother but there are many mothers so mother does not take a capital letter. It is not a proper noun. Your mother’s name, however, does.
5. Thing. I put this down to my fierce and scary training. I was told that there’s always a better word than ‘thing’ and using it is lazy.
6. Hey. This is American. We’re British, writing for a British audience.
7. Who’s and whose. This is like you’re and your. Think of who’s as ‘who is’ and you’ve got it.
8. Could of and could have.  This can also be ‘would have’, ‘must have’ ‘should have’ and becomes a mistake because people write it as they say it. Drives me crazy.
9. Commas. ‘I like cooking dogs and kids.’ Don’t be a psycho – use commas!
10. Bingo. B4 and U2, for example – write English not bingo.

Storytelling sells the message

 

Queen Victoria and her beloved servant, Abdul Karim

History was my least favourite subject at school. It meant nothing to me – just a list of dates that seemed to have no relevance to my life. I was more a ‘books’ type of pupil where I could delve into a good story or use my imagination and make one up. So English – language and literature –  always appealed.

Only the other week I realised it didn’t have to have been like that. I discovered how I’d missed out on Britain’s richly fascinating history. Shortly after watching an intriguing programme about Queen Elizabeth 1 and Mary Queen of Scots, I was captivated by a programme on Queen Victoria and her faithful, beloved Indian servant, Abdul Karim, who became known as the Munshi. It talked about how he’d taught her Urdu and the Queen had ignored all protests from her court objecting to her blatant fondness for the domestic help (foreign, at that!)

That tells you quite a lot about how we learn – how we’ve always learnt. Give us a list of facts and figures and many of us will find them easily forgettable.

Slot those facts and figures into a story and suddenly you’ve given them a life. Most of us will now remember.

Think about it like this: we tell each other stories, we pass on stories, we get excited about stories, we analyse stories, we SELL each other stories. We don’t do any of that about a column of facts.

And that’s exactly how good marketing works: what’s your company story? What’s the story behind that marketing campaign? Tell the story and your customers will learn about you and talk about you. Bark your specifications and they’ll quickly forget you.

Just getting something FREE, for example, is going to stick with them for a couple of blinks. They’re not actually going to learn anything about you – as decent as it is of you to offer the free offer – and frankly, they won’t remember your name tomorrow.

You’d almost certainly be better off selling your story to your customers and potential customers (for free).

Do you know your story? You’re living your story every day so it may be difficult for you to be objective and see it, to be fair. You probably need a Bowler Hat person to talk to you about why you are, what you are and when it all began and how?

It costs nothing to call to see if we can get to the bottom of who you are and why you should be writing about yourself! 01753 831604 is the landline and 07946 450708, the mobile – let’s have a chat.

 

Write it like you say it so everyone gets it

It amazes me how companies use a completely different language when it comes to their written marketing stuff which should be directly connecting with customers. They don’t write the way they talk and people have to work too hard to understand what the company’s offering.

If you see anything on my site that falls foul of what I’m about to say – please pull me up on it. I mean it. I don’t want to write anything I wouldn’t say.

A good example of the ‘different written language’ I’m talking about was nearly used the other day when a friend of mine wanted to complain about the shoddy service she was receiving from a company who was supposed to be supplying some wedding invitations for her. She started writing a flowery email to them and asked my advice, basically about the ‘big’ words she was using. There was nothing wrong with the email but I asked her what she’d say if she was talking to them about the problem. Let’s just say, we got to the point quicker by writing with words of one syllable and her message was all the more powerful for it.

There is a place for formal language – I suppose solicitors still have to use it but not many solicitors read my blog and they’ll ignore what I’m saying anyway. I’m talking to and about the people who are trying to get attention via their marketing and will struggle if they use fancy language.

I know when we’re writing we can be more thoughtful. I know when we’re talking we can often think afterwards ‘I wish I’d said that’. But if we use a mixture of those two elements in down-to-earth language we can get a good formula.

Crafting a direct message that gets to the point and dumps unnecessary frills that the customer doesn’t have time or energy – or will, frankly – to read is a skill. I think it should be a law of marketing.

I suppose a good test is to ask yourself: would ‘I’ read it?

 

10 Top Press Release Mistakes

1. Clunky headlines: Don’t try to get everything, including the name of your company, in the headline. The name of your company is a turn-off anyway. Keep it short, sharp and to the point.
2. Written in the first person: You’re verging on the advertorial if your press release is a ‘Me, me, me’ or ‘We, we, we’ document. Think about how you’re adding value to the reader’s life.
3. A press release with no news: To be fair, what can the press do with that? Journalists are looking for something newsworthy and meaty that they can their teeth into.
4. Full of jargon: You may have news but it might be buried under jargon that is industry speak but alien to journalists. They’ll bin a press release like that.
5. Grammar and spelling mistakes: Journalists receive tons of press releases and reject those that look unprofessional. Anything that’s badly put together with spelling mistakes, grammatical errors or typographical howlers is not going to get their attention. Proofread, proofread and proofread again.
6. No quotes to back up the news: If you’re going to suggest that doing such-and-such saves money, for example, get someone to explain how they made it work. Again, it’s all about getting away from the advertorial slant and making your story proper news.
7. Too many exclamation marks!: There isn’t a place for them in the serious world of hard news.
8. Sending to the wrong media: This usually means a bit of extra work for you because you’ve got to tailor your press release to fit and can’t send a blanket release to a bunch of titles. But in the long run it’s a bigger waste of time sending exactly the same release to Nursing Times as the one you’re sending to Construction News – for example.
9. Bad timing: It can make or break a story. Talking about Easter in August isn’t going to find many takers – an extreme example, but you get the point.
10. No follow-up: What a waste of time if you’ve done all the right checks but then sit back and never find out what happened to all that hard work. Having been a journalist on many titles, I can let you into a secret – it’s all too easy to overlook a press release particularly if a zealous PR person isn’t on your back, checking whether you need more info/more pictures/more quotes/more figures/more anything, frankly, just so they can make sure you use their story. That’s what you need to do.

Don’t let the little ones get away

Watch out for the tiddlers

We  make the biggest effort to check complicated words that are tricky to spell but so often overlook the little ones that have drifted from, say, ‘or’ to ‘of’. We’ll have been concentrating our proofreading efforts on more challenging words – take something like ‘accommodate’. We’ll make sure we’ve got two ‘ccs’ and two ‘mms’ because we know that’s an easy one to get wrong.

Or if we mention McDonalds, we’ll double-check that spelling, knowing you can buy a Big Mac from the place although there’s never been an ‘a’ in the company’s name. It’s a helpful hint for getting the spelling spot-on.

But…and take it from someone who proofreads every day, the mistake we make time and time again is to forget to check the easy-peasy tiny words we can spell in our sleep/with our eyes shut/without even thinking about them.

And we’re so focused on making sure the body copy reads perfectly the howlers sometimes appear in the headline of the piece. It’s a fact of writing life: people tend to overlook headlines, subheads and captions when they proofread.

Much as I’d like a proofreader to be hired for any job that involves words I can see it isn’t happening. That being the case it’s wise to write your content, save it as a draft, walk away, have a cup of tea and read it again 30 minutes later. You’ll be surprised what you discover and your copy will be all the better for it.

Always – but always – be wide-eyed and alert when you see words like:

• is
• it
• if
• in
• up
• us
• of
• off
• on
• to
• too
• he
• her
• here
• you
• your
• for
• four

To name a very few…

Don’t ever rely on your spellcheck

I’m surprised I even had to write that headline – I thought everyone knew. Spellchecks are helpful – I use them as a guide – but if I left it at that, it would be corporate suicide.

I was chatting to a friend about this the other day and her reaction was: “Yes, you couldn’t afford any errors – being in the ‘words’ game.” That’s true. If I made mistakes people would be quick to point them out.

On the other hand she’s a gift retailer and her communications output is critical to her business, particularly at this time of the year when customers will be looking for Christmas presents.

She always sends an invite to a list of her customers with a message that says something like:

• Come along for an evening of wine, mince ties and a chance to buy gifts for your nearest and dearest, hopping at leisure.

Although only something like that because it actually reads:

• Come along for an evening of wine, mince pies and a chance to buy gifts for your nearest and dearest, shopping at leisure.

The point I’m making, is that a spellcheck wouldn’t have picked up any spelling mistakes in the first sentence because there aren’t any. The sentence just doesn’t make sense and it takes a human brain to work that out, not a computer.

In short, a spellcheck can tell you when a word is spelt incorrectly but not when it’s used incorrectly. Use it but know its limitations.