7 essentials for successful copy

January 10, 2019 § Leave a comment

31959494_1540564399386190_3620031116922060800_nWhen you write copy to advertise your business people will judge you on the quality of your writing. That includes your posts on social media.

You might not think that’s fair because whereas you’re top of your trade – as a tourist bureau, for example – you’ve never got to grips with spelling, grammar and proofreading. Writing isn’t even part of your job – so why would potential customers care about typos? Actually you know the answer – because you do it yourself. If you read company literature that’s sloppy, you’ve immediately got a picture of said company as ‘cheap’ and a business that doesn’t pay attention to detail. If they’ve got their own communication wrong, what else are they going to get wrong? Sometimes the company becomes a laughing stock (see picture above).

Here are 7 steps that cover the basics:

  1. Read what you’ve written – not what you THINK you’ve written. A fresh pair of eyes on the job is ideal. If you’re working alone, go make a cup of coffee and come back to the copy later after a little break. You’re much more likely to spot errors then as opposed to a long hard stare at the same words in one sitting.
  2. Illustrate it – which I agree isn’t copy, as such, but is an essential ingredient for making your post/poster/blog look enticing. Uninterrupted blocks of text are off-putting. If you don’t have a photo to accompany the text,  companies such a Pixabay almost certainly do. Pixabay has a library of free images.
  3. Your headline is critical. Would it attract your attention? Perhaps you’re too close to the copy to know. Again, fresh eyes and an honest second opinion are useful. As a rule of thumb, don’t use your company name in the headline – it classifies the writing as definite advertising and reduces interest.
  4. Don’t talk posh. If you wouldn’t say it like that, don’t write it like that. Conversational rather than ‘stiff’ copy makes it easy on the reader, giving the copy a better chance of being read. I don’t mean slang!
  5. Don’t overlook numbers and little words like ‘to’ or ‘it’ . A department store local to me produced a promotional leaflet and got its telephone number wrong. It corrected its mistake by gluing white paper with the correct number over the error, thereby devaluing all the work it had put into the leaflet. I’ve also seen company literature where complicated words have been spelt beautifully but tiddly words have been allowed to morph into mistakes. Madly, headlines are often overlooked too.
  6. When it comes to blogs, make sure you categorise and tag accurately. Categories outline the subject you are writing about. Tags are more specific and pinpoint the topics within the subject. I like this explanation: a recipe for brownies on a food blog might have the categories ‘dessert’ and ‘baking’ and the tags would be something like ‘chocolate’ ‘brownies’ and ‘walnuts’. Every second around 17 posts are published on WordPress sites globally and you have to give yourself the best chance of being found.
  7. Lists are a great format to attract readers to a blog, either bulleted – or numbered like this one.

 

 

 

Don’t let the little ones get away

February 7, 2017 § Leave a comment

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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…

I can’t buy from you if you can’t spell!

November 13, 2014 § Leave a comment

That may sound a bit (outrageously even) harsh but I’ve just had an email that’s prompted this outpouring. I haven’t even checked the supplier’s work – it may be fabulous and well-priced. But since they couldn’t manage to spell their introductory email to me properly, I’m not going to be able to find respect for them.

‘Words’ is an area I understand so I can spot their mistakes but they’re offering a data provision service that is much more difficult to check and I would only buy from a supplier who had earned my respect. They managed to trash that in their first sentence.

I know people think I bang on about stuff that isn’t critical in the ‘real world’ of commerce (where do they think I live, by the way…) but how you say what you say speaks volumes about you.

grammarecard

I don’t confine my rants to grammar – but that message is spot-on

So let’s clear up some myths:

  • If you’re in sales/ recruitment/ finance/data provision…should you also be expected to produce word-perfect marketing copy or client communication?
  • Answer: Absolutely yes, if you want to be seen as a professional and top of your game. Children can be forgiven spelling mistakes, you can’t.
  • What if the error has no direct bearing on your offer? Say, the price and other info are essentially right but spelt wrong.
  • Answer: Would you visit a client if you were looking scruffy? Obviously not so don’t send them sloppy communication that suggests you overlook detail.

And the persistent offenders:

  • There (place); they’re (they are); their (belonging to them);
  • It’s (it is); its (belonging to it);
  • You’re (you are); your (belonging to you);

Apostrophes have nothing to do with plurals, for example:

  • More than one RT are RTs (not RT’s)
  • If there are four Emmas in a class, that’s how you write it;
  • The 20s, 30s, 40s etc. simply take an ‘s’ and don’t also need an apostrophe;

The tone of your communication is also really important because if people find it easy to read they are much more likely to do so. If it’s full of jargon and goes over their heads they’re unlikely to invest much time trying to work out what you’re saying. Often you’re too ‘close’ to your company to read what you write objectively and you need feedback from people outside of the business before you sign off any written word about it.

And – probably this sounds politically incorrect but it’s worth saying – if you outsource any part of your work to overseas companies or any of your staff have English as a second language, make sure you have a good look at the language they’re using when they’re writing to your customers. Non-native speakers have turns of phrases that don’t really work. As customers, we worry that you’re looking after the detail.

To some extent, corporate literature and websites can be the easier pieces of communication to get right because you’ll invest time and, almost certainly, money in getting them together. Watch out for the emails that are fired out from your company or the text messages that staff are sending to customers.

Next time I receive a ‘Hope your ok’ message I’m going to name and shame!

It’s not easy to unsubscribe!

July 23, 2014 § 2 Comments

I have no idea why I get half the emails I do.

I don’t want new tyres because I don’t have a car, I don’t speak Spanish so someone’s misread my French surname, anything ‘free’ is only going to make me give away more info and invite more emails so I’m not going to do that, I don’t gamble and of all the cheap offers I want, I DON’T want cut-price eye surgery! The list goes on…

Often I just delete the stuff and motor on with the day.

Sometimes, though, I try to clean up my machine by properly unsubscribing from the stuff but it’s not easy, is it. They don’t want you to go so they make it seem a lot more difficult to unsubscribe than it was to subscribe in the first place (if, indeed, you did anyway.)

The following form is a case in point – with the subscribed bits already ticked!:

Screen shot 2014-07-23 at 12.27.55>

Other attempts are a little less sophisticated. A message will pop up asking ‘Did you unsubscribe by accident?’ That’s highly unlikely, isn’t it. In fact I wonder if anyone has actually done that – scrolled to the bottom of an email, managed to select the ‘unsubscribe’ option that always seems to be in tiny four-point (light) and clicked on it accidentally!

In those cases, I’d like there to be a facility for me to be able to add ‘No, actually, I’ve made a lot of effort and I’m very, very definite about my decision.’

At the other end of the scale there are systems in place which are far more elaborate than the one I’ve illustrated. In the first instance they’ll ask me to give reasons for unsubscribing: Am I receiving too many emails? Am I no longer interested? Or is there another reason? And then (when I’ve ignored all of that) they tell me they’re still not letting me go because they have two special offers that I can’t resist (I can, though!) and therefore they’ll continue to mail me.

Am sure that’s breaking some privacy law somewhere but am too busy to work it out and anyway it added neatly to this blog.

Scraping the World Cup barrel!

July 10, 2014 § Leave a comment

World Cup

The World Cup’s been forced on me like never before this year – the new man in my life is football bonkers and has done his utmost to try to interest/educate me in the event.
But I don’t mind. To be honest I find the whole fiasco quite funny – if a bit sad at times – and I could always go and do something useful if I was really that bothered.
Actually it fascinates me: footballers crying because they’ve fallen over, fans crying because the ‘wrong’ team has scored too many goals, commentators getting stupidly excited when a goalkeeper saves a goal (isn’t that the one and only job goalkeepers have to do???)
Anyway, safe to say, I’ve watched a fair bit of the competition which of course has hit news headlines as well as dominated sports pages.
However I think it’s a bit much – and scraping the barrel – when the media looks at the World Cup in terms of fashion! I came across a blog today detailing World Cup kits http://bit.ly/U5jXqc. There were 53 photos in all – captioning AND rating kits. While I didn’t study them, it seems that others may have judging by comments such as ‘I like the Russian one, the French one doesn’t do much though.’ I can just about get my head around people loving the sport but not caring about the kit!
And hot on the heels of seeing that, along comes another blog about World Cup footballers’ tattoos. I skimmed that to see if there were any interesting ones. I’ll give you the link and leave it to you to decide. http://bbc.in/U5kad4
But what’s odd there is that while they headline the piece ‘tattoos of TEN World Cup stars’, they only find NINE. Now that’s what you call a scraping-the-barrel type of feature!

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