The secret language of the written word

April 29, 2019 § Leave a comment

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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.

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.

 

 

 

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