I had an interesting conversation with a client recently. I was working with them on a company profile for a magazine. And they told me that the magazine’s house style was too far removed from their normal tone of voice. He said his website was written for graduates. (And by implication, the magazine wasn’t.) As a plain English copywriter, that really got me thinking.
He certainly had a great product – and a long list of potential customers. But I would have put university students somewhere near the bottom of his list of potential customers.
Plain English copywriters don’t dumb down
Some people are obviously still a little bit afraid of plain English copywriting. As if something that’s easy to read is only of interest to readers with short attention spans.
Ah, hang on a minute. We might be onto something there…
Not the sign of a good telemarketing campaign
It’s surprising what you can achieve when you pick up the phone and actually speak to someone. That’s why telemarketing is still such a powerful force. Or at least, it can be. Get it wrong and you might just as well have sent an unmarked email straight to your prospect’s junk folder.
As copywriters, we’re particularly interested in the way telemarketing works… in the language that good telemarketers use. In the ways they modify their approach to fit their prospect. And that’s why we’ve opened up our blog to Marilyn of MDS Teleservices, a long-established telemarketing company near Nottingham. She’s here to talk you through some of the things that’ll stop your telemarketing campaign stone dead…
There’s a moment in all of our working lives when we realise, we don’t have to do it all ourselves. We don’t have to write our own website, we don’t have to write our own company profile, and we don’t even have to write our own speeches. We can get someone else to do it for us; that’s what the white label copywriter was invented for.
Who uses a white label copywriter?
The white label copywriter is a copy chameleon – able to match a different brand style or tone of voice at a moment’s notice. Typically, white label copywriters are used by design and creative agencies who want to supply copy for a client but have limited or no copywriting resource in-house. The end client may not know that the agency is working with a white label copywriter at all.
There’s a moment in every successful company’s life when, suddenly, every sales letter, newsletter and case study is effortlessly easy to write; when everything’s right on brand. Establishing your company’s brand language and finding your unique tone of voice takes time. But it’s time well spent. After all, you can’t expect your customers to fall in love with your brand if you haven’t got one.
So how do you establish your company’s tone of voice?
This article is a stepping stone. It’ll point out some of the things you need to think about, and suggest some easy steps to help you implement a tone of voice strategy quickly. It’ll set you on the road to establishing and building your brand language and nailing that authentic tone of voice.
It’s no wonder content writers and marketers are running around like headless chickens. Google keeps moving the goalposts.
Now I don’t claim to be absolutely up-to-date with the intricacies of every Penguin, Panda and Hummingbird update, but as a copywriter, I can see what they mean… Update by update, Google is making it easier to write great online content.
Google is making things easier for content writers. So why aren’t we all taking advantage?
Great content is getting back to basics
We don’t have to worry about arcane SEO metrics anymore. We just need to know what we’re writing about and who we’re writing for.
Google has taken us right back to basics. Back to the days of talking to customers about who we are and what we do.
So what’s the problem?
Why hasn’t everyone cottoned on to the fact that, thanks to Google, it’s easier than ever to write great content for our customers?
We’ve been talking a lot about marketing ideas on a tight budget. So in this special edition, we’ve asked social media marketing expert, Naomi Johnson of Purrfectly Social to talk us through everything you need to make social media marketing work for you.
Social media as a marketing tool
As a business owner, you’ll have heard the hype around social media. But can it actually benefit your business? Let’s take a look at the pros and cons of social media marketing.
Sometimes copy just ends. Not with a bang, but with a whimper. And that’s a real shame, given how much time we spend crafting killer headlines and compelling openings.
The result is a message that just gets less impressive the longer it goes on. So if you want a great response, you need to learn how to end your sales letters effectively. And same goes for your web copy, blogs and speeches too.
But before we find out how to end your sales letter, let’s go back to the beginning.
There are plenty of great reasons to write an eBook:
- Build credibility and brand awareness
- Set yourself up as a knowledge leader in your industry
- Give potential clients a little window on your industry insight and your way of doing things
- Increase traffic to your blog or newsletter
eBooks can be as long or short as you like, as design light or rich as you like. You can build them up out of existing content (just so long as it’s re-purposed for the format) or write them ‘from scratch’. It’s up to you.
So here are ten eBook tips to help you get started, as well as advice on how to market your eBook successfully:
Most marketing ideas on a tight budget make better use of your existing resources, like your website. So we’re going to review some of the ways you can make your website work harder on your behalf.
We’re assuming you’ve already got a website…
If you haven’t, this might be a good time to get one. (And if you have, you can re-join us at the asterisk.)
A website doesn’t have to cost a lot. Clean, uncluttered design and compelling website copy are all you need. Well I say all you need. Writing good website copy isn’t the easiest thing in the world. But we can let you in on a technique or two:
The social agenda
Marketing doesn’t have to cost the earth. In fact, some of the most effective ways to promote your company are also some of the cheapest…
So here are our top five tips for social marketing on a budget – from networking to altruistic marketing. And there’ll be plenty more recession marketing tips to come over the next few weeks.