Every business knows that communication with customers is a vital part of success. In the online world especially, content is king. You have such a small amount of time to capture and engage visitors to your website – so it’s good to know some tips and tricks to do so!
Enter SNOBSpecialist Sally Bagshaw. Sally has been in the communication industry for over a decade, with the past six or so years focused on all things web.
She’s been a freelance writer for years, but took the plunge and set up Snappy Sentences just over 18 months ago. She’s here to share her experience and knowledge regarding writing, punctuation, grammar, and web content with SNOBS readers.
If you love writing and are good enough to make a living from it – like yourself – does that mean you rarely get writers block?
Yes, I do get the ‘blank page stare’ from time to time, but I have some strategies to get around it. My favourite is to brainstorm on my whiteboard. I get a rough outline going then fill in the gaps. It’s unusual to get a perfect first draft; the important thing is to capture all of your ideas.
What’s the most challenging brief?
It’s challenging when a client doesn’t have a clear understanding of why they are in business, how they want to promote their brand, what the call to action should be, or why a customer may want to buy their product or service in the first place.
Obviously I can help them with these things, but it does highlight the importance of having a plan – no matter how small your business is – as well dedicating time to knowing the habits and preferences of your target market.
There’s a lot of poorly written ‘professional’ copy out there (on business sites, marketing material etc). Does this imply people are unaware they lack writing skills, or is it just a case of no time and no money?
A few years back it was often hard to convince clients that they needed a copywriter in the first place. After all, can’t everyone write a sentence or two?
Thankfully, people now realise that copywriting is a profession – and if you want to make an impact, it’s best to hire a professional copywriter. Much in the same way as you would hire a professional accountant to do your finances, or a professional designer to create your corporate identity.
There’s a big difference between good copy and great copy. But until you’ve seen the results firsthand, it’s still quite intangible for some.
Plus there’s also a lot of SEO junk on the Internet. Unfortunately some businesses have been suckered into quantity over quality – but at the end of the day I really believe that well written, well targeted copy has a much bigger (positive) impact on both your clients and your sales.
Since the reality is most new business owners don’t have the time or money to engage a professional writer, what are some good ways to ‘proof’ your own copy if forced to write it yourself?
Create yourself a cheat sheet to stick up on the wall that includes:
• a reminder to run a spell check (in Australian English!)
• how to punctuate bullets
• preferred spelling for your business name and any employees
• whether your material should have sentence case or title case for headings
• what personality or tone your content should have.
Plus, read aloud any content (you’ll hear mistakes), and if it’s really important give it to a colleague for a peer review. Or, take the plunge and hire a professional copywriter. The content will pay for itself in no time.
While we’re in ‘critical assessment’ mode, what are your pet hates regarding grammar and punctuation? What are the common mistakes?
Inconsistency is the killer. Pick a style (that’s why they are called style guides!) and stick with it. There’s nothing worse than seeing material that has a mix of style, tone and message. And there’s no excuse for spelling mistakes. Run a spell check!
Is there a big difference between a web copywriter and a regular copywriter?
Yes, definitely. People read differently on the web. They scan, they jump from page to page, and they could also be reading from a mobile device (small screen!).
So you have to accommodate that in the content. Get the facts up front, use lots of headings and bullets to help with scanning, and make use of links.
Just for fun, let’s end with a ‘Snappy Sentences’ challenge. Give us one snappy sentence for each of the final three questions:
How has life improved since launching your own business?
It’s a giddy mix of hard work and achievement, the best thing being the buzz of happy clients.What’s in store for Snappy Sentences in 2010?
I plan to expand my networks, continue to develop relationships with my existing clients, and take onboard some new ones – can’t wait!What excites you the most about web 2.0?
Collaboration, community and content!
SNOBS’ Business Book Recommendation
How To Say It: Business Writing That Works by Adina Rishe Gewirtz
This book is an excellent all-rounder for surviving the often dreaded task that is business writing. If you’ve ever found yourself stuck on the “blank page” hurdle when faced with writing manuals, proposals (and even emails) for business – there’s a solution at hand. Read more…
