Copywriter, Help Me!

Copywriter: One who creates written content for the purpose of marketing.  I think it’s a fancy name for anyone who has to write on behalf of a business. It’s all working toward a sales conversion, right? So whether it’s for ads, social media, press releases—even your emails—it’s all part of your company voice.

But maybe you don’t feel that your copywriting skills are at their sharpest. That’s okay. It’s a learned skill. But that’s why today, I want to go over a few examples of copy before and after the magic wand of smart copywriting has done its trick. Let’s look at a few examples.

Too Jargon-y

Before:  Our B2B services offer custom business solutions that increase ROI, drive engagements, boost SEO, and make customer conversion easy via hundreds of hyper-connected sales team members. Tailored, strategic marketing plans will help you draw in traffic online and off-line to help you reach your full potential.

Does anyone have any idea what that actually means? Seriously. What is it they’re even trying to sell?

After:  Our goal is to help business owners reach new customers. How do we do that?

Our tailored marketing plans include services such as:

• Copywriting audits to help increase your Search Engine Optimization (SEO)

• Customer support and telemarketing services

• Social Media consulting and advertising plans

• Public Relations resources (press release creation, media kits, etc.)

How they’re different:

1. Structurally, the first one is a clump of words. The second breaks down the information so it’s easier to digest.

2. The first is full of jargon and meaningless words that don’t explain much of anything. The second is concise and highly descriptive about the business’s offerings in simple words.

Too Cold

Before:  Your business needs consulting services that help minimize risk, achieve measurable outcomes, and include pragmatic methodology to help determine which areas hold the largest opportunities for impactful spend optimization in defined time frames.

Again, what? And secondly, why is this copy telling me what I need? They don’t know me!

After:  At BlahBlah Consulting, our goal is to help business owners get the tools they need to be effective leaders. Our team has 75 years of combined experience in the business world that we’re ready to share with you.

Have a question? A five-minute phone call is free. Call xxx-xxx-xxxx.

How they’re different:

1. Option one has a very negative tone that speaks down to the reader. Rule of thumb: Never tell your customer what he/she needs. It’s too blunt. Option two is much more conversational and friendly.

2. The first example doesn’t have a call to action that provokes the reader to get in touch with the business. The second option does (and it’s free!)

Too Informal

Before:  If your biz needs custom printing, call OTP Screens!! Weve got lots of colors to choose from and fill your orders ~FAST~. T-shirts, banners, signs…we print everything and our prices wont be beat by other print shops in the area so remember us for your printing needs!!!

This is an English teacher’s nightmare. Run-ons, bad punctuation, abbreviated words…yikes.

After:  OTP Printing prides itself on quality printing at affordable prices. Whether it’s t-shirts, banners, or signs, we ensure quick turn-around and attention to detail.

Have a project in mind? Get a free quote.

How they’re different:

1. Option two improves spelling and makes copy more polished and professional.

2. The clear call to action in option two makes it easy for the customer to understand what they need to do first.

When it comes to being a better copywriter, the bottom line is: keep it simple, don’t speak over people’s heads, and be clear about your offerings and how they can be attained. Words are powerful tools—use them to your advantage!

Copywriting for Social Media

You might have looked at the title of this post and thought, “Really? Writing for social media is not hard. Can we even call it copywriting?” Trust me, I asked myself the same question. I hear you.

But so many people make errors that would, to some, seem like common sense when it comes to best practices in writing for social media. So today, we’re going to go over some of those mistakes and give a few tips on copywriting for social media that can help you look more professional and add ethos to your writing.

1.  TURN OFF CAPS LOCK

It’s common knowledge that using caps lock in writing is the same as screaming at the reader. Plus, it can be difficult to read and might create a sense of anxiety. We don’t want that. Instead, save caps lock for a single word you want to stand out.

Example: We need volunteers for the food drive we’re hosting TODAY.

2.  Use proper punctuation

Posts that include squiggles, lots of exclamation points and question marks at the end, or end in ellipses communicate a certain level of informality that you don’t really want associated with your business. You still want to appear professional, so stick with what your English teacher taught you.

Example:

A)  Join us today for the ~special~ tomato soup and grilled cheese!!!!!!!!!!

B)  Today’s special is the perfect fall combo: Tomato soup and grilled cheese!

3.  Keep it short

Twitter limits your characters, but that doesn’t mean Facebook is a place for a novel. Keep your captions and status updates to 2-3 sentences. If you need to share something in longer form, turn to your blog and give a ‘read more’ link when you post about it on Facebook.

4.  Caption your photo album images

Think of your photo album images as a way to give a guided tour to your viewer. You can introduce people in photos, narrate what’s happening in the images, and help people get a better understanding of why these images were so important you wanted to share them.

5.  Think about your content & put your words to work

So often I see pages that only post their daily specials or sale events. No photos, no descriptive words, just a piece of information they’re putting out there as fact. These posts can be easily enhanced with a bit of copywriting jazz hands. Yes, jazz hands.

Example:

A)  Today only- 50% off all pillows in the store!

B)  Pillows make a huge statement in any room that needs a little change. That’s why we want you to come by today for 50% off all pillows! See what a difference something small can make? (Include store image of pillows on display)

We are all copywriters. Even on social media. Words are powerful tools—so put them to work! Be mindful of how you’re presenting your brand through your copywriting for social media. Or, if you want a little help, get in touch with us!

Social Media Presence: A Reflection of Your Business

Have you ever walked into a business and been surprised by great presentation? The décor is on point, it’s clean, organized, there's a cohesive theme—a fantastic first impression for you as the customer. But have you also walked into a business and been a little…well…let down? Appearance is a huge reflection of your business—and that extends to your online presence as well.

We've said this before, and we’ll say it again: People know when you’re not trying very hard. If your Facebook page has small blurry photos, lengthy text posts, and a bad habit of not responding to users that engage with you there—that’s a bad first impression to someone who comes looking for you online. It’s highly likely you’ll be written off and the user will look elsewhere for someone who can fit their needs.

A sloppy social media presence shows that your attention to detail, aesthetics, and customer service are lacking. If your Twitter feed is full of links to other social networks, what’s the point in following? There’s no quality content. If a person comes to find images of your restaurant’s food but only finds poorly-lit, unappealing photos on your Instagram account, will they be enticed to come in and try it? Again, an interested party has taken the time to find you—so what will they find when they do?

Here are five quick tips for cleaning up your online presence:

1.  Make sure your photos are properly sized for the image requirements of the medium. Here’s a cheat sheet for your social media outlets.

2.  Respond ASAP to users who ask questions, comment on posts, and serve as your online cheerleaders.

3.  Be interesting and showcase your best features with high quality images that give a unique perspective.

4.  Don’t push social media streams through to other social media platforms. Unlink your Twitter from Facebook, Pinterest, and Instagram—each platform should offer something tailored to its appropriate user base.

5.  Customize your profiles with current links and as much information as possible.

Even if you don’t have the time to post content every day, make sure that when you do, it counts. Quality content that’s well thought out speaks volumes for your brand and is a positive reflection of you and your business.