As many of you know I’ve been off having another baby and Bill has been running the show. I’m now officially back in the driving seat and ready to take on new copywriting and editing jobs.
I’ve got a few interesting jobs on the go at the moment and you’ll be hearing more about them on upcoming blogs.
2 Responses to “It’s been a while…”
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Just a quick post to wish you all a very Merry Christmas and a wonderful New Year.
Nicola is going on maternity leave in the new year, so the man in charge will be Bill Hilton. Drop him a line in 2010 if you need a copywriter or editor.
Here’s to a great 2010 for us all!
One Response to “Merry Christmas!”
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Erika Lüdecke Says:
May 26th, 2010 at 10:11 pmLots of good reading here, thanks! I was searching on yahoo when I found your post, I’m going to add your feed to Google Reader, I look forward to more from you.
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“Working with Nicola has been like a breath of fresh air. We have been working together to develop the marketing material for my new business venture and Nicola got the tone and overall feel just right. Not least because she knew how to draw out what I really wanted, when even I wasn’t sure what I wanted. Nicola has also been there to offer help and advice on the overall marketing strategy and individual projects making her more than simply my copywriter, she’s become an extension of my business.”
- Wendy Cradock
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At the beginning of this year I sponsored another business. Mum’s the Boss is one of those businesses that I instantly thought was a great idea, probably because I’m a mum, work at home and often have to do the juggle of work and childcare.
This week I got an email from Sam and Helen letting me know that the little I gave made a big difference…
“We just wanted to write and thank you so much for the money you gave us at the start of the year to sponsor the creche provision at our meetings. We have just had our last meeting of 2009 and it has been an amazing year - with growing membership numbers, lots of local PR, running 3 start-up events and introducing drop-in business surgeries to our monthly schedule. Next year we are changing our meeting venue, from a local community hall to the town’s international athletics stadium, which will give us a much higher profile locally. And because of the demand from other business mums, in January we will be expanding into 2 other counties, with a view to getting groups running in 10 counties by the end of the year.
The leap of faith you took with us and our idea all those months ago was incredibly generous, and your donation really helped to ease our cash flow throughout the year. We really can’t thank you enough - but we will try to, by following your example and helping out another business mum at the start of her journey one day soon.”
Just shows you one person can make a difference.
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Then have a read through this article on lies freelancers tell themselves, might stop you making some of the mistakes I made in the beginning.
http://freelancefolder.com/seven-lies-freelancers-tell-themselves/
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One of our clients, Edge Hill, have been shortlisted for the Communicators in Business award for their E42 magazine. We do lots of different writing and editing jobs for Edge Hill including proofreading E42. Fingers crossed for a good result on the night.
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Last night I took myself off to the (very last) Stockport CIDS get together.
I’m ashamed to say in my nearly 5 years of living in the shadows of the impressive viaduct I’ve never attended a local meeting of creatives. I’m involved in the vibrant Manchester creative scene but poor Stockport always seems to play second fiddle, despite having an impressive array of museums, creative industries and cracking businesses.
But it looks as though things are changing. Last night the stage (well Stockport Art Gallery) was given over to Stockport College and Thoughtful Ideas agency, and their Thoughtful six project.
This is seriously different - it’s not work experience, it’s not crappy placements where you get shoved in the corner, filing and making cups of tea.
Thoughtful have relocated for the next few months to Stockport College, and effectively taken on six new employees in the shape of six students who will help them run the company. Really. They’ve already been involved in creating work and delivering pitches. And not to any old companies - organisations like the Tate Liverpool and Howies.
I’m often approached by graduates looking for writing jobs, and much like in the design industry they are often creatively brilliant but lack the ’soft’ skills needed in business. The concept of deadlines, answering a phone, putting on a smart shirt, pitching, responsiveness, just pass them by. And as a small business I often don’t have time to teach them, much as I wish I could. So it is really inspiring to see the worlds of education and creativity coming closer together. The end result of the project (apart from the amazing experience the students get to put on their CV) will be a guide to the creative industries.
The most impressive part of last night? The Thoughtful guys seem to be learning as much from the students as they are teaching.
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After coming across this corker on Gumtree, a fellow writer blogged about this gem. Let’s hope one of those 290 views helps them find it.
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The thing that makes comedians distinctive is the language they use - check out Ginger and Black. Musical storytellers indeed.
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When you tell people you write for a living there is an expectation that you’ll a. know every word in the dictionary b. have read every book ever published. I’m working on it but there are lots of words and lots and lots of books. But I do know if I ever decide to pretend I’ve absorbed every word of some obscure 16th century poet, I’ll be in good company.
2 Responses to “Literary buff”
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Writing Guide Says:
March 17th, 2010 at 10:44 amYou know, I have to tell you, I really savour this site and the great insight. I find it to be refreshing and quite instructive. I wish there were more blogs like it. Anyway, I finally decided to write a comment on Literary buff | All Words - Expert Manchester Copywriters - I just wanted to say that you did a good job on this. Cheers dude!
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All Words Says:
March 30th, 2010 at 11:21 amThanks very much
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A little gem for a wintry January day.
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I’m such a big scaredy cat when it comes to my personal writing. I’m quite happy to put my ‘professional’ writing into the world for all to see, and immune to criticism when it comes my way. It’s quite a different matter when I comes to words I’ve penned just for me. I’m finally facing up to my fears - ok, I’m starting with six sentences, but it’s a start…
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I’ve just lost my Wired City Reconnected virginity, having attended one of their networking events for the first time this evening. Run by those friendly folk at Alba Associates, these handshake events are aimed principally at people working in the digital and creative industries
As Shaun Fensom - Chair of Manchester Digital and an impressively switched-on chap - said during our short chat, the current buzzword may be ‘innovation’, but there’s still a huge amount of value in ‘collaboration’ - and that’s really what Wired City is all about, providing a space for people with different skills and projects to meet, be introduced to each other and hopefully create collaborative opportunities and relationships for the future.
The introduction element is a key part of Wired City’s events, as you get to see a list of the attendees beforehand and choose one or two (or ten) who you’d like to speak to. The organisers - Les, Immy and Fiona - then make sure that they introduce you to those individuals over the course of the evening.
Once you get used to Les popping up on your shoulder and asking if you’re ready to move on yet (I did at one point think he was about to blow a whistle in a speed-dating stylee, only to realise he’d just popped a pen lid in his mouth whilst writing something down) this is actually a really useful way to get people moving and talking to as many other people as possible. Plus, I think it’s going to make me more likely to follow up with those people who I did speak to, if only to carry on the conversation that we left off slightly abruptly!
So yes, I shall be along at the next Wired City event. And no, it’s not just so I can get another free glass of wine… (although yes, it always helps…).
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Does your website answer these five questions?
1. This is what I’ve got
2. This is what it can do for you
3. This is why you should get it from me
4. This is why you should believe me
5. This is how you can get it
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If there’s someone on your Chrimbo pressie list who hasn’t got anything against their name yet (i.e. everyone, if you’re as organised as me), you might want to consider an old favourite that’s back in the top slot after two decades in the wilderness.
Apparently the game that’s all about words, Scrabble, is once again the nation’s favourite board game.
And the irony is that it’s all being accredited to Scrabulous, the online version of the game that took Facebook by storm - and caused more than a storm in a teacup over at toy-makers Mattel and Hasbro, who ordered Facebook in no uncertain terms to remove the online game designed by Jayant and Rajat Agarwalla, which they did earlier this year.
Some say its proof that the old-fashioned favourites are still the best… others that it’s proof of the contemporary power of “social meeja” when it comes to setting trends that affect not only the virtual world, but the “real” one too.
As for me, after reading a few articles about the topic, it’s made me really, really want to play Scrabble while 13,000ft up in the air…
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You may have noticed we quite like words, and we’ve decided it’s about time words took their rightful place alongside design as a key part of branding. We’re carving a not-so-little niche as verbal identity specialists. Find out what exactly verbal identity means, and what role it plays in building a successful brand…
Think brand, and you’ll probably think visual identity first. Logos, colours, fonts, stationery, signage and all other aspects of design help to create a consistent image of a brand, triggering associations and making sure the organisation literally looks good.
However, verbal identity is now also increasingly recognised as crucial to brand recognition – and success. Companies such as Innocent or Lush have demonstrated just how effective verbal identity can be in capturing the interest and imagination of customers, helping them to engage with the brand (and, of course, encouraging them to actually buy their scrummy products).
So, what exactly is verbal identity?
Verbal identity, tone of voice, brand language – all these advertising industry terms boil down to one thing: what your brand literally says about you. And it’s all – you’ve guessed it – down to words.
These words feature in all your communications, from your company literature (brochures, flyers) to your online presence (website, blog) and even to your letters and emails.
Words are the substance behind your image, the persuasive element of your brand. Your visual identity may attract customers, but it is your verbal identity that will ultimately convince them to do business with you… or not.
How do you define your verbal identity?
A well established style guide, such as The Economist’s style guide, provides the basics of accuracy and consistency. To this, you can add elements such as terminology that is relevant to your clients and industry.
However, verbal identity goes far beyond a technical style guide; nor does it need to restrict you, focusing on what you don’t say. Instead, it should help you to think about how you can best use words to create and reinforce a particular impression of your company.
Think of your company as having a personality. Now define that personality: formal, informal, quirky, informative, entertaining, reliable, borderline insane, etc. This personality should both represent your company values and appeal to your target customers. It should also be individual, marking you out from your competitors.
Now think: how does that personality speak? What does it have to say that is unique, and how would it say this in the most effective way? This should be the “tone of voice” that you strive to achieve in all your communications.
Get these basics right and you’re well on the way to creating a unique and consistent verbal identity, boosting your brand, engaging your target audience and creating a loyal customer base.
Want to know more? Contact us for a chat about how to make your company’s voice unique – and more effective.
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Your first step to building an effective online presence is making sure your website is picked up by search engines. But how can you incorporate Search Engine Optimisation (SEO) into your site while ensuring it still reads well and appeals to your target audience?
Do your research. For SEO to work best, you’ll need to undertake (or commission) good keyword research on words and phrases that are directly relevant to your organisation and industry.
You’re looking in particular for keywords and phrases that are often typed into search engines, but do not throw up a large number of results, so are not used by many of your competitors. These should then be included in your web copy, focusing on one or two different words or phrases per page.
Relevance is key. Make sure that your key words and phrases are directly relevant not only to your business, but to the content on the individual page. For effective SEO, your key words and phrases should be repeated within the same page three, four, perhaps five times (depending on the total length of text).
If your keywords are not relevant, this will make it far more difficult to maintain the flow of your text and the appeal of your content – which will, in turn, chase your audience away.
Highlight. Key words and phrases should ideally be highlighted on your web pages by, for example, including them in the page title, sub-headings, links and bold formatting.
Such tactics not only increase the chances of your keywords being picked up by search engines, it also makes your web page easier to scan by your readers – which makes it easier for them to take in information and therefore makes them more inclined to read more.
Blog. Regularly adding content to your website boosts its search engine rankings, so a blog can really help here. Plus, it encourages customers to return to your site on a regular basis, finding out more about what you do, what you know and what you have to offer them.
To get the most out of your blog, you need to attract interested readers – and that is often best achieved by your own active participation in the blogging community. Get out there onto the blogs of other relevant experts in your field, or related fields that your business may be relevant for – and get commenting, not forgetting to reference your own blog in your comments, to bring traffic back to your site.
Perhaps the biggest challenge in creating effective web copy is to follow all the SEO rules whilst ensuring that people still want to read what you’ve written. Contact us for advice on how to balance SEO with your unique virtual voice.
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I love it when new words are invented and last night I had the pleasure of picking up a corking new phrase, ’sweded’. I was watching, Be Kind Rewind (which was an interesting expression I’d forgotten with the demise of VHS). Sweded is (according to Urban Dictionary), “The summarized recreation of popular pop-culture films using limited budgets and a camcorder. The process is called sweding. Upon completion the film has been Sweded.” I’d highly recommend this cute and quirky film, watch out for other ‘interesting’ uses of language.
One Response to “Be kind to new words”
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sex flatrate Says:
April 1st, 2012 at 4:12 amsuas | mór cool leathanach. Go raibh maith agat! aon blog PreLex . !
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There are some words and phrases that just grind on me. Researchers at Oxford University have complied a list of the top 10 most irritating expressions, including a few of my pet hates. No 5, With all due respect - which means you’re about to tell me something which is incredibly disrespectful and this is your attempt at an arse covering exercise. Also worthwhile reading are the responses from Daily Telegraph readers.
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“Love version two, think it’s absolutely spot on – you’ve got the tone just right.”
- Helen Rankin
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Sitting, wistfully dreaming of becoming a writer? In case you missed it The Guardian recently had an excellent series on how to write - on everything from comedy writing to script writing.
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Can the copywriters craft be compared to great literature? Check out Beanz Meanz Rhymz.
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Ever wondered just how powerful words are? This chap certainly felt their force in some risque text messages and decided to take his revenge.
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We love developing clever company names and amusing strap lines, we recently came up with ‘Making a bum job better’ for Cheeky Wipes. So we appreciate other inventive approaches to naming businesses - how about something new for the concrete industry?
One Response to “Word play”
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All Words Says:
March 30th, 2010 at 11:20 amGlad you enjoyed it.
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First there was Wikipedia, which encourages anyone and everyone across the globe to contribute their knowledge on a specific place, person, topic, animal, vegetable, mineral, etc, to create one comprehensive resource of truly encyclopedic proportions.
The main downside to this has been the issue of inaccuracy, tied closely to the fact that the reader is well-distanced from the anonymous writers. How can you fully trust what is written if you don’t know who has written it; what their credentials are, what their agenda might be?
Granted, it’s always difficult online to be sure that everyone is who they purport to be (perhaps not just online, thinking about it…); however, regular contact with a reader or writer can at least allow you to judge and make up your own mind.
Perhaps that’s why those unstoppable innovators at Google have come up with GoogleKnols - a website that again encourages anyone and everyone to share their knowledge on anything they like, but this time ensures that everyone knows who is contributing what.
This is not a place for the informal language and opinion-based posts of a blog; a “knol” is a “unit of knowledge”, so the intention should be to create an article that delivers factual information - such as how to create a podcast, or make buttermilk pancakes.
Of course, it can also be a good way of marketing yourself and potentially your business, establishing you as a trusted expert on a particular topic to a potentially global audience - and with the option to link to your own website from your profile page.
Next big thing, or a flash in the pan? Have a look and see what you think.
And if you find any articles explaining how you can get fit without exercise, make the best-tasting chocolate in the world, or win the lottery, do let me know…
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gelidity (noun)
The state or condition of being extremely cold; coldness due to a cold environment.
Somehow this word seemed appropriate today. Can’t think why…
*turns the heating up another notch*
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I’m yet to be convinced that the words healthy and chocolate can co-exist in a sentence, however, I would be willing to test my theory with some free samples.
One Response to “Does not compute”
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Michel Bugett Says:
November 23rd, 2010 at 8:36 pmAmazing POST!
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According to Gender Analyzer, our website was written by a man. Think there might be a few bugs in their system…
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You’ve probably heard about the atheist bus campaign on the news, you may even be one of the people contributing. It’s attracted a fair amount of controversy, but the copywriting world is bemused by it for a whole different set of reasons.
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We do lots of copywriting work with agencies – and we really enjoy it.
As words experts, we love working with talented people in other fields – design, print, web, multimedia, PR and more – to create, develop and produce marketing products and campaigns that really work.
But why work with All Words?
Why use All Words as your copywriters?
- We’re flexible… Do you just need the boss lady (Nicola) or a whole team to complete a piece of work to a tight deadline?
- We’re creative… Do you just want people to churn out copy – or do you want a copywriter who can understand and contribute to the creative process, experienced in developing imaginative and effective concepts?
- We’re commercial… Do you want a copywriter who is focused on crafting beautiful text for a personal portfolio – or one who understand your clients’ bottom line: getting optimum results from targeted, engaging marketing?
- We’re available… Do you want a freelancer who might any day be snapped up for full-time work with another agency, or disappear off around the world for six months – or do you want an ongoing relationship with a permanent business?
- We’re adaptable… Do you want a one-trick pony – or do you want a copywriter who is a tone of voice experts; who can write for any audience, across all sectors, for any media?
- We’re reliable… There’s no need to ask - we know you want people who can meet deadlines. We can. Believe it or not, we actually like them.
Contact us for a chat about how All Words can work with your agency.
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Congratulations! You’ve invented the purple sparkly widget to out-do all other purple sparkly widgets. It spins, it dances, it brings you your morning cup of tea. It is A-M-A-Z-I-N-G. Hurrah! Time to sell it to all those desperate customers…
So you develop a truckload of marketing materials that detail all your widget’s amazing features. You make them available here, there and everywhere. And then you sit back and wait for the orders to flood in.
You wait. You wait some more. And then you wait some more.
But nothing happens. And you’ve no idea why.
You know that your widget could revolutionise your customers’ lives. But you’ve forgotten one thing – the one question that every customer will ask when they see or hear about your product.
“What’s in it for me?”
Imagine that you’ve just invented the car. What do you think is more likely to convince someone to buy it – telling them that it has an engine, or telling them that it will get them where they want to go faster?
When it comes to marketing, you need to put yourself firmly in the position of your customer and emphasise first and foremost the reasons why they should be interested in your product or service.
In other words, forget feature (engine), think benefit (getting you there faster).
This isn’t always as easy as it sounds – simply because, as the inventor or supplier of your product or service, the features will always spring to your mind first.
However, a quick and easy way of making sure that you’re emphasising benefits in any of your marketing materials is to ask yourself, about every point that you make, the simple question…
“So what?”
For example… at All Words, we are expert copywriters.
“So what?”
So we can help you find the right words to communicate more clearly to your customers, and really sell the benefits of your product or service. So then you sell more and make more money. Your business is more successful because you are selling more and don’t have the hassle of coming up with really good words. In turn your lifestyle is better. And you’ve got enough cash to buy that yacht/diamond ring/mansion!
See what I mean?
Contact us for a chat about benefit-led copy for your business.
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Many clients first come to us by recommendation, perhaps from another business, graphic designer, web developer or marketing agency. They like the idea of working with a copywriter – but they often have no idea how the process works.
Not all copywriters work in the same way, so we’ll just talk about how we work (which is obviously the best way *ahem*). However, we believe there are certain things that copywriters should do – and we’ll talk about those.
The beginning
Good copywriters ask lots of questions. The more information we have, the better the outcome for you. The initial briefing is a copywriter’s chance to ‘get inside your head’ and fully understand your business, customers and goals.
This is also when a copywriter should be sure that they will deliver what you want and but what you need. You might have a 16-page information brochure in mind. But if your needs would be better met by a hard-hitting sales letter, or dedicated website, you don’t want to waste your money commissioning something that won’t achieve your desired outcome.
The middle
As copywriters work, expect regular updates. We provide first drafts for your feedback, to ensure that style and tone are correct, before carrying out the main bulk of writing. You’ll receive any sections of work for final approval as and when we complete them.
Copywriters can also make life easier for you by working directly with other relevant parties: designers, printers, web developers, etc. These might be appointed by you – or, if you don’t know anyone you trust to do a good job, ask your copywriter (we know some excellent ones!).
The end
You’re paying for a professional service, so expect a professional finish. We carry out final editing and proofreading on all our work. We don’t like mistakes – they’re so not us.
The price
You’re not just paying a copywriter to write for you. You’re also paying for their creativity and commercial awareness.
A good copywriter should take your initial idea and develop it for you, perhaps raising points that you hadn’t considered and devising concepts that are a step beyond what you’ve asked for.
They should also ultimately aim to create the best outcome for your business, not the best piece imaginable for their portfolio. Well-written words are useless to you if they won’t achieve your commercial aims.
Only if the goalposts are moved mid-project – e.g. a five-page website becomes a ten-page one, or a children’s brochure needs to be re-written part-way through development in order to address both children and their parents – should you expect to be charged for the additional time and/or resources needed to complete the job professionally.
All our projects and retainer fees are priced in full up-front. If anything changes mid-project, expect to be informed of additional costs as and when they turn up. So no nasty surprises.
Copyright
The copyright (legal ownership) of all the work that we do for you remains with us while we work on your project.
As soon as we receive your agreed payment in full, the copyright is transferred to you, for you to use in any way that you want.
Got any more questions about the copywriting process? Just ask.
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We all need something to sustain us through our working week, after all…
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We’re a funny lot down at All Words - we hate jargon but we love interesting and unusual words. So I guess you could call us sesquipedalians - given to using long words (only when needed, of course). And I’ve found out we’re not alone.
And in an amazing co-incidence, defenestrate is also my all time favourite word. It means to throw something or someone (usually forcibly) out of a window. I used it frequently this week in reference to my broken-yet-again Blackberry (phone, not fruit).
So what’s your favourite word?
One Response to “My name is Nicola and I’m a sesquipedalian”
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Catherine Says:
November 9th, 2008 at 8:16 pmfloccinaucinihilipilification - the act of regarding something as of no worth, usually using deprecation. Longest word in the English Language that isn’t science or technology related, and yes it is longer than antidisestablishmentarianism. x
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You’ve heard of Beer Goggles - those invisible yet powerful spectacles favoured by the inebriated that can miraculously transform the most ordinary of beings into a clone of Brad Pitt, or Kate Moss.
Well, Google have now come up with Mail Goggles - a device that, once enabled, serves as a kind of sobriety test for those late-night workers who might be suffering from the lethal combination of a belly full of booze and a head full of frustration for a work colleague whose email address is tantalisingly right there…
Now, if only they could do something similar for mobile phones…
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The Client
Emperor Virtual Assistant Ltd.
The Commission
Emperor Virtual Assistant provides specialised virtual PA services to businesses and busy individuals across the UK. Designed for people who want to free themselves from mundane tasks without having to employ someone, the company also offers assistance with more comprehensive project management needs.As the company launched, they needed clear, straightforward copy for their new website that would clarify what they do and promote the benefits of their services. They also wanted a promotional flyer that would both complement and draw traffic to the website.
The Process
1. Establish tone of voice. We consulted closely with Trudy Spikesman from Emperor VA, to establish both the intended customers and the company ethos, in order to create a writing style that Trudy was happy with. 2. Direct mail campaign. Trudy wanted to target the local market and sell Emperor’s services. We developed punchy, sales-led copy for the flyers and suggested a designer who could develop eye-catching designs.3. Website development. With a design and structure for the website already in place, we developed content under each heading. Test pieces set the tone, after which we drafted each section, tweaking where necessary. 4. Final proofing. Carried out on both the DM and website.
The Result
A successful website launch, complemented by enticing print mail-out, and a satisfied customer.
The Feedback
“Nicola took the time to get to know my requirements and, even when I had a belated change of direction, she patiently supported me and accommodated the changes I requested.“I received fantastic support and sound advice the whole way through the process and I am absolutely thrilled with end results. I will definitely be using All Words again, for both my own work, and in supporting my clients. The whole experience has been a pleasure.“I highly recommend Nicola.” Trudy Spikesman, Managing Director, Emperor VA
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Quite a few people have asked me recently whether I’m worried about the credit crunch. The answer is, of course I am. After all, I have a mortgage to renew, money in the bank to review, winter’s energy bills to face, food to purchase.
But, when it comes to business at All Words, I actually think that we’re in a very strong position where we can not only continue to maintain and develop our business, but help others to maintain and develop theirs, too.
All business owners and managers are currently looking for ways that they can cut costs without compromising their organisation. And, when it comes to marketing, there’s one thing that we always eliminate - unnecessary expense.
We recently dealt with a company who spent several thousand pounds on marketing last year - and received absolutely nothing in return. Nothing. Nada. Zip.
And why? Simply because they had been using the wrong media and not targeting the right customer. Rest assured, you can create a fabulous marketing campaign that will wow everyone within your company - but if it doesn’t reach the right people, you might as well file it in that box labelled ‘Bin’ right now.
Targeting the right customers is the fundamental principle of marketing - and frighteningly easy to overlook.
Which is why we’ve written you a short article on identifying your ideal customer. Enjoy.
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I have a habit of making up words, usually when I can’t find the one I want in the filing cabinet that is my head. Sometimes the dictionary doesn’t contain exactly the right word I’m looking for. Apparently quite a few people agree with me. My favourite is Nopology (n). Any statement beginning ‘I’m sorry if…’
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Are you trying to write that one sales letter that will pull in the millions and guarantee your retirement to a small island in the Caribbean? Maybe you have just sent out 5000 letters and wondered why you haven’t had one response. Crafting an effective (and profitable) sales letter is an art, but one that can be learnt.
Headlines – grab ‘em early
It all starts here. Grab attention, make it interesting. Don’t bore the audience to death and don’t talk about your company. As the world becomes more cynical and consumers more advertising savvy, you need to be clued up about how to switch a reader on. There are numerous types of headline from the question format to the shocking fact. Just make sure they are highly relevant to your audience.
Know your customers
What is the point of mailing 5000 people with details of your product if 4999 already own an identical product? Do your homework, find the right customers in your database, check that their details are up to date and when you do the letters make sure they are addressed to a person rather than Dear Sir/Madam. I don’t know about you but I’m more likely to read something that has my name at the top (even better if they manage to spell it correctly). Sales letters don’t always have to be mass mailings – if you haven’t heard from a customer in a while why not drop them a personal letter to develop your relationship.
Stop talking about yourself
We’ve all read them, ‘Dear Mrs X, My name is Dave and I’m writing to tell you how wonderful our company, Doofus Ltd is. We’ve got loads of great gadgets and we are based in a town near you’. I’ll say this just once, so listen carefully, your potential customers have one question when they read a letter ‘what’s in it for me?’ If you don’t answer that immediately you’ve lost them and your letter will be winging its way to the circular filing tray marked ‘bin’. Speak to your customer and put their needs first, there should be few, if any, uses of the word ‘we’ and lots of incidences of ‘you’.
The truth, the whole truth
Building credibility is key in a sales letter. If you have testimonials then use them, don’t make over exaggerated claims about your product or service and don’t use millions of exclamation marks!!!!!!
You can use success stories or short case studies to illustrate how you have helped customers; remember to keep the focus on what you can do for the customer, not how great you are.
It is important you have some brief information about your company, but it should be further down the letter, to the point and unique to your business. No standard corporate speak thank you!
Blow your trumpet about benefits
The biggest trap most people fall into is talking about the features of a product or service, not the benefits. You need to think about all the reasons people would choose to use your product/service and why they should choose you over your competitors – can you save them money, get rid of hassle, increase their profits, change their life in undiscovered ways? Think about what causes your potential customers problems and how your product or service solves them. Don’t talk about the colour or size of your new super widget, instead explain how the super widget saves 10 hours and is half the cost of the product they are currently using.
The long and short of it
Sitting there wondering whether your letter should be one or six pages long? This argument has been debated since the Greeks were writing their sales letters on parchment (although I’m guessing they stuck to short copy). There are no hard and fast rules for which one will work. Long copy works for some markets and for some products. Just be aware it isn’t a one fit solution (and nor is short copy). Long copy is generally better suited for selling (if someone already has an established interest in your product it may work) but it is not great for generating leads or giving information. The other issue in the UK is that long copy has become synonymous with fraudsters and scams. It does have its place but needs to be a carefully crafted story that leads the customer to a purchase. The only way to know what works for you is to test.
Test the waters first
If you are planning to mail thousands of people then select a couple of hundred and send out different versions of your letter. Try long copy versus short copy, different headlines, and different offers and see what gets the best response. THEN, mail the other few thousand. Once you know what works you should get a better response rate.
Looks are everything
Don’t spend days constructing the perfect letter and then print it on cheap paper with no company details. Use design and colour (in moderation please), think about its visual impact. A good trick is to use a paper which has a coloured back so when you do your follow up calls you can say, ‘I sent you a letter last week, the one with the neon green back’. Layout your letter with clear, reasonably sized text and make it easy for the reader to find their way around. Before you do a final print make sure you and somebody else proofreads the letter, checking for spelling and grammar errors.
Try to avoid standard letter mail merge boringness, and if you have the time, inclination and handwriting ability, think about handwriting your letters or at least the envelopes. Always send the letters first class, don’t want your customers feeling like second class citizens, do you?
It’s blue sky thinking
Stop it. Stop it. Stop it now! No more jargon. Jargon is unfriendly and makes letters incomprehensible. No one will admit that they don’t understand something, they’ll just ignore it. You are a person, writing to a person, so write like a human not a robot. If you operate a business which is fun and friendly, then write your letter in the same tone.
Oh, I can’t resist
10% off? 5% off? Is that an interesting offer? Does it make me want to pick up the phone and order 100 of whatever you are selling? The key words here are compelling offer. Instead of 5% off, how about £50 cash back, free entry into a prize draw to win a case of wine, free holiday vouchers and an in office consultation on your services? Be inventive; think what you can add that will entice the customer.
Crunch those figures
Sales letters should be one part of a marketing mix, and it should be cost effective. Doing sales letters is a cheap(ish) way of marketing but once you tot up all that paper, envelopes, free offers etc it can add up. Make sure the numbers are working for you – how many customers do you need to get to make the exercise worth doing? On the flip side, if you are worried about the cost, check the figures, it may be that you only need one customer to pay for the mailing and then it is worth every penny.
Cracking under the strain
What happens if you get the letter absolutely right? If you mail 5000 people and they all respond? Can you cope with the demand for your product or service? Think about this before you do the mailing and at least have a plan in place for the possibility of massive success (apart from finding that Caribbean island).
Erm, what do I do now?
You’ve managed to keep the reader captivated until the end of the letter. They know how wonderful your business and product is and then you just sign off. You haven’t told them what they need to do next. This is called a call to action. Tell the reader exactly what you want them to do next, ‘Call me now on 0800 000000 before Monday 7th’. If you are going to do follow up calls then say when and make sure you do them.
At this point you should give you readers an incentive to act now, such as giving them something for free, if they call by the end of the week. You can also reinforce this message in your PS.
PS. I love you
Using a PS at the end of a sales letter is a clever little trick used by many copywriters. We know most people pick up a letter, read the headline and scan down. If they spot a PS at the end, which communicates a clear benefit or special offer, they are likely to go back and read the rest of the letter. Result!
Follow up calls
If you say in a letter you are going to do them, then do them. You need to do them in the few days after you send the letter, preferably the day after the letter is going to land on the recipient’s desk. If you are selling a service, I think it is vital that you do follow up calls as people need to know more about you and your business before they purchase. Make sure you know what you are going to say, don’t go into hard sales mode and be prepared to listen to what the customer is saying to you.
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All Words girls are striding out… that is, we’ve joined Striding Out: a not-for-profit organisation that aims to nurture and support entrepreneurs across the UK.
The community was initially set up to offer dedicated support to young entrepreneurs between the ages of 16 and 30; however, its popularity has grown and it is now open to the over-30s. (Which, considering my age last birthday, is just as well…)
Networking events, professional advice, one-to-one and group coaching and recruitment assistance are all available for members, as well as virtual administrative assistance and office space via Striding Out partners.
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As a Manchester-based business, we love to get involved with a variety of local and regional organisations, whether it be to increase our knowledge base on different topics, make a contribution based on our own knowledge and experience, or simply to have a natter and a glass of wine cup of tea with lots of different people!
Yesterday, I attended the North West Business Leadership Forum, a meeting of representatives from businesses, education and the public and voluntary sector in the North West. We meet every month to discuss current issues that are relevant to the region’s development and wellbeing.
It’s a great opportunity to find out more about key organisations within, and plans for, the North West - and to contribute your opinion on some exciting issues. Plus, it’s a really friendly, welcoming meeting that’s a pleasure to attend.
Yesterday’s event included a presentation by Jackie Potter, the new Chief Executive of the Manchester City South Partnership. This partnership has been agreed between Manchester City Council, The University of Manchester, Manchester Metropolitan University and the Central Manchester and Manchester Children’s University Hospitals NHS Trust (phew, there’s a mouthful!).
Together, they are aiming to boost the economic, social and cultural development of the area of Manchester that stretches along Oxford Road, between St Peter’s Square and the Whitworth Art Gallery, and extends out into Hulme, Moss Side and Ardwick.
It’s quite a challenge. Getting everyone who lives and works within this area to unite as one community and share a sense of place is not easy in a location where academic institutions - traditionally viewed as the preserve of the privileged - sit alongside some of the most deprived areas in the UK.
For the project to succeed, it’s going to require the development of innovative schemes that really capture the imagination of a diverse range of people; the sustained commitment of many influential individuals and institutions; a willingness from both public and private bodies to contribute funds and develop further partnerships - and a well-thought-out, multi-targeted and carefully delivered marketing plan.
But, from the ideas that have already been outlined, and the interest and excitement that Jackie generated amongst the NWBLF last night, I think it just might work. One thing’s for sure, it will certainly be interesting to see how “City South” develops over the next few years.
All Words will help in any way we can.
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Think of an inspirational speaker. What exactly is it about them that is inspiring?
Is it the actual, physical delivery of their speech? Their stance, tone and cadence of voice, eye contact, gestures?
Is it their honest passion and inherent emotion that is apparent in every word that they utter?
Is it their ability to make persuasive, reasoned points and sustain a clear argument throughout?
Is it their belief in themselves and what they are saying; the overwhelming sense that what they are saying is part of what they believe is their purpose in life?
Well, at All Words, we have recently learnt that it is those individuals who bring all of the above - their physical, emotional, mental and spiritual aspects of their personality - to the forefront of everything that they say and do, who truly have presence.
And how have we learned this? By working with the fantastic Vivienne Mee: performing artist and workshop leader, specialist in personal transformation, people skills, communication and presence - and a lady who, herself, truly does have presence.
We’ve worked with Vivienne to create the copy on her newly-launched website:
It’s been a fantastic project to work on - creative, quirky, unusual, imaginative and intellectually challenging. Oh, and loads of fun
Thanks Vivienne!
x
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It no longer seems possible to talk about virtual or online marketing campaigns without referring to a) social media and b) viral marketing.
Social media is, basically, media that is driven by social interactions – which, in its contemporary form, generally operates online.
Viral marketing refers to promotional products and techniques which operate through social media via self-replicating processes that are likened to computer viruses – i.e. are spread via email, or via other virtual means that end up operating independently of the company that originally created them.
Techniques might include video clips that reach unlimited online audiences via YouTube; e-books that can be forwarded to interested parties via email; interactive games that can be played by visitors to company or social media websites; product promotions that can be shared via Facebook groups, and so on.
These products can be used to raise brand awareness, boost product sales, encourage customer loyalty, or achieve numerous other marketing objectives. They are spread as customers are encouraged to share them with friends, colleagues and other people they know will be interested.
It’s the online version of word-of-mouth – except, with a global audience accessible at the click of a mouse, the possibilities are far more extensive.
To succeed at viral marketing, you need to identify people who have high “Social Networking Potential”, or SNP – i.e. those who use social networking sites which are used by people who fit into your target audience profile.
Then, the challenge is to create innovative viral messages that will appeal to these individuals and are likely to be passed along.
Interested? Find out more about social media.
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On the surface of it, this seems like an obvious question to ask when you’re planning a marketing campaign. After all, why shell out a load of cash in order to attract clients who are difficult to deal with; who only want to use those niche services that don’t form the main part of your business and that you don’t really like doing, or who end up taking up a lot of your time for very little reward? Worse still, what if you cast your marketing net so far and wide in an attempt to catch “anyone” that you end up appealing to “no-one”?
However, as we all know, it’s the obvious questions that can often be overlooked as we jump into the detail of a project before looking at the big picture – and the question “Who is your ideal customer?” has made a surprising number of our clients stop, think and then re-think their marketing strategy in our meetings.
Proactive = profitable
Marketing is your opportunity to take control of your business. A lot of the work that many of us end up doing is what we would call “reactive” work – someone comes to you, asks you for something and you provide it. You’re reacting to client demand – and this isn’t necessarily a bad thing.
However, marketing gives you the chance to pick and choose your target audience. So, by focusing on clients who you know will want your services; who you can build strong relationships with via repeat business; who should prove easy to work with, and who will, most importantly, be profitable, you will really make the most of your marketing budget.
Draw a picture
No, I don’t mean get your felt tips out – although, if you think that might help, feel free! But what you should do is build up a picture of your perfect client. What do they do? What are their interests? What problems do they face? What needs do they have? What media will reach them? Who do they like to do business with?
Avoid guessing. A little market research can go a long way – and you don’t have to conduct your own MORI poll. Read relevant media; see what other surveys are out there. Simplest of all, start closer to home and ask some of your best clients to complete a quick survey for you. As well as giving you ideas for targeting new business, it’ll reveal how to keep your current ideal customers happy, too.
By getting to know your ideal customer in this way, you can create marketing campaigns that will speak directly to them; messages that they can relate to. And from there it’s but a short step to convincing them to try your business.
Want help targeting your ideal customer? Contact All Words for a chat.
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This year we’ve had some fantastic projects to work on, and right up there at the top is Cheeky Wipes (launched last week). We’ve written web copy and ads that will appear in national parenting magazines.
And here’s what it’s all about…
Cheeky Wipes – making a bum job better
A squidgy baby bottom is a beautiful thing…changing their stinky nappy isn’t…
What if you could clean that botty, protect your baby, the future of the planet and save money?
Cheeky Wipes Washable Baby Wipes are leading a bottom cleaning revolution – for DISPOSABLE or WASHABLE nappy users…
Save money - at least £200 against disposable wipes
Do your bit for the environment - less landfill
Gentle on bottoms - no harsh chemicals, just fragrant essential oils
Hassle free – all in one kit, no extra wash loads or drying required
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It’s fast approaching. My 21st birthday (cough, erm, splutter). On 24th September I’ll be consoling myself at Selfridges in Manchester at their Big Beauty Bash.
I’ve been invited by Rickie Josen of Miss Jones Concierge - time saving angels. They offer a range of membership packages to help you take care of tasks from gift wrapping all those chrimbo pressies to organising VIP events.
Come down and join me, I’ll be the one searching for the best wrinkle cream out there…
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Here at All Words Towers, we like to think that we treat all our clients fairly. In fact, it’s something that we pride ourselves on.
Prices quoted up-front, with no nasty surprises; regular contact with customers, so they always know where we’re up to on their projects; honest opinions on marketing, so we’re giving customers what they need, rather than just what they want; client testimonials that tell the truth, the whole truth and nothing but the truth, etc. That’s the way we work - and the way that we know most of you do, too.
Sadly, there are those who favour more dishonest working practices, making false claims about their business, services or products; faking credentials; using scare tactics to manipulate the unwary into making unnecessary purchases, and much more.
However, recent steps have been taken to clamp down on such behaviour, with new regulations designed to make various unfair sales and marketing tactics illegal.
The Department for Business, Enterprise and Regulatory Reform (BERR) has published new guidelines following the implementation of the Consumer Protection from Unfair Trading Regulations 2008, which took place on 26 May this year.
From an advertising perspective, some of the practices being clamped down on include:
- Being honest in advertorials. If you have paid for editorial to appear in the media in order to promote your business, it must be clear that this is advertising, not general editorial. For example, a magazine advertorial should have the words “advertising feature” marked clearly above the piece - or similar wording.
- Not being who you claim to be. Posing as a satisfied customer praising your company on a reviews website, or even on your own website, or blog, will not be tolerated.
- Advertising to children. Addressing kids directly with a plea for them to buy your product, or coerce an adult into buying it for them, is now officially a no-no.
- Pestering. No-one likes to be harangued by unwanted emails, letters, phone calls, faxes, etc. Don’t become a nuisance.
There are many more. A leaflet explaining all the new regulations has been published online:
The Consumer Protection from Unfair Trading Regulations: A Basic Guide for Businesses.
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I started writing an article last week about shunning grammar conventions. Language is constantly changing, it’s a flexible jungle full of interesting words, expressions, punctuation and idioms. All at our disposal to have fun with. Or so you’d think. I used to get told off at school for starting sentences with conjunctions. And now I do it all the time.
Tesco have recently had a little language guidance from the Plain English Campaign which sparked off a grammar debate on the BBC website.
Makes interesting reading.
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This week we’ve been featured in the Manchester Digital newsletter with our manifesto (that’s a polite word for a mini-rant) on SEO and brand language…
We all know what good SEO can do for a company’s visibility on the web. So it must be a key part of branding, right? What if you’ve grown a business and created a brand which uses a very specific tone or has a certain brand language? Can you marry this with the idea of getting certain key phrases into a particular page, especially if they have to appear in specific places on a webpage (for example, headlines)?
Businesses need to move towards full integration of SEO into their branding, and stop treating it as a separate entity. Tone of voice or verbal identity guidelines should consider the use of brand and generic key phrases. The final part of the puzzle is to find creative writers who both understand SEO techniques and can create the unique voice a company needs to stand out from the competition.
2 Responses to “Making SEO love brand language – the right writer is the key”
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web design baltimore Says:
June 3rd, 2010 at 3:20 amH1 tags are like headlines in a newspaper: The search engines read them first to find out what your page is about. If the spiders find your important keywords in your tags, your page will be seen as more relevant for that search term. Unfortunately many people don’t use H1 tags on their sites because the default styling of an H1 tag is rather big and ugly. In reality it’s very easy to style these tags with CSS so that they look good in your site AND capture the attention of the web spiders.
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All Words Says:
June 14th, 2010 at 10:02 amThanks, good point.
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Sometimes it’s hard for people to understand the value of using a copywriter - after all, we can all write can’t we? I suppose most copywriters would say they do more than simply bash out a few words on a keyboard.
One of the most important skills is the ability to see how powerful a message can become by making the most simple of changes.
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I love insane advertising. I love advertising that makes no sense. I love advertising that makes me laugh.
I love this advert.
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I’ve never really understood the attraction of getting suited and booted to go to the office (and I did it for long enough). See, I’m more of a PJs girl, which is part of the reason I love working from home. We don’t have swanky offices in the centre of Manchester as we’ve never quite figured out what the point would be (other than to be closer to Hotel Chocolat and Starbucks). And it seems an increasing number of people agree with us - a recent article in the Telegraph reckons around 60% of small businesses are considering ditching their office or industrial spaces by the end of the year.
With advances in mobile technology and the escalating costs associated with running an office, working from home is an ideal solution. Need more evidence about the growth of home based businesses? Enterprise Nation is a website dedicated to people who run companies from their spare rooms/kitchen tables/garden sheds/full on posh garden offices.
So until someone develops a suit that’s as comfy as my pyjamas and a desk that I like working in as much as my bed I’ll stay right here, saving money, in my home office.
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So, so true…
1. “Fine.”
This is the word women use to end an argument when they are right and you need to stop talking.
2. “Five minutes.”
If she is getting dressed, this means a half an hour. Five minutes is only five minutes if you have just been given five more minutes to watch the match before helping around the house. In fact, that really means two minutes.
3. “Nothing.”
This is the calm before the storm. This means “Something” and you should be very wary. Arguments that begin with “Nothing” usually end in “Fine”.
4. “Go ahead.”
This not permission - this is a dare. Don’t do it!
5. *loud sigh*
This is actually a word; it is a non-verbal statement often misunderstood by men. A loud sigh means that she thinks you are an idiot and wonders why she is wasting her time standing here and arguing with you about nothing (refer back to #3 for the meaning of nothing).
6. “It’s okay.”
Possibly one of the most dangerous statements a women can make to a man. “It’s okay” means that she wants to think long and hard before deciding how and when you will pay for your mistake.
7. “Thanks.”
A woman is thanking you - do not question, or faint. Just say, “You’re welcome”.
8. “Whatever…”
I think we all know what that means…
9. “Don’t worry about it, I’ve got it.”
Another dangerous statement, meaning this is something that a woman has told a man to do several times, but is now doing it herself. This will later result in a man asking “What’s wrong?” For the woman’s response, refer to #3.
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Continuing on our theme of ranting writers, check out this chap (those of a delicate nature watch out - he uses a naughty word or two). You’ll be glad to know we’re a little more reasonable about fees.
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The Client
The Commission
Each year, thousands of prospective university students receive piles of prospectuses from different institutions. Edge Hill University wanted their 2009 prospectus to stand out as an engaging read that spoke directly to prospective students about what it’s really like to study at Edge Hill.They needed case studies of individuals studying on 90 of their courses, explaining what makes the Edge Hill experience unique and why anyone might want to study there.
The Process
1. Establish content required. We consulted with Samantha Armstrong, Head of Marketing and Creative at Edge Hill, to understand the themes and tone of voice required in the prospectus and drew up a list of questions carefully designed to find out what students really thought about their courses, the university and their future. We then gathered a team of expert copywriters to work on the project to their tight deadlines.
2. Identify appropriate candidates. Our team liaised with staff from across the institution to collate contact details of students they knew from each course. We then contacted and interviewed these students via telephone or email, chasing up wherever necessary to obtain the required number of appropriate case studies.3. Create test pieces. These set the template for all case studies. Our team reviewed elements such as space requirements, structure and tone of voice and submitted example copy to Samantha for her approval. 4. Write copy. The team wrote each case study as the interviews took place and submitted each in turn to Samantha. 5. Secure permission slips. We drew up a document for students to sign confirming that they agreed for their responses to be used in the institution’s marketing materials. This ensures that the case studies can be reproduced in various forms of marketing literature for the university in the future, with no further time or effort required.
The Result
Out team reached – and exceeded – the required number of case studies, providing usable testimonies for a wide range of marketing purposes, including the 2009 prospectus. Samantha has since passed on our details to other marketing staff within the institution, who have also commissioned All Words to write and edit copy for their own promotional brochures.
The Feedback
“We were more than happy with the resulting profiles and they have made a valuable contribution to the 2009 prospectus.” Samantha Armstrong, Head of Marketing and Creative
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Last week I went to the Brookfield networking event at Innospace in Manchester. As I was leaving the organiser cornered me to do a quick video testimonial. Little did I know this beautiful piece of film, with me looking like I’ve been dragged through a bush backwards, would end up on You Tube. Yikes.
But it did get me thinking about the power of videos and what they can do for a business. Several years ago I had an in-depth conversation with a nice video chappie about the future of the net and use of video to engage customers. At the time video took up huge amounts of bandwidth and slowed down websites so much that I couldn’t ever see it working. But technology has moved so fast you can now have a small video on your website (or host it on somewhere like You Tube) to really bring your business to life. Rather than having a list of written testimonials you’ve got a real person telling you exactly what they think of an event as it happens (and the same principle could well apply to a product or service). It’s more real than staged advertising and in a world of changing media it has real power and potential.
4 Responses to “I’m ready for my close up”
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Row Says:
August 14th, 2008 at 1:07 pmFame at last!
*sniggers*
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All Words Says:
August 14th, 2008 at 1:10 pmI always wanted to be a movie star. Steven Spielberg called but I told him I was busy.
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SoftDDL Says:
September 2nd, 2010 at 4:00 amhi! can i use some of your post if i cite u as the author / resource
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All Words Says:
September 3rd, 2010 at 8:10 amYes, feel free
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If you’ve ever commissioned a writer, designer, web developer or marketing agency then you’ll have heard the word brief being batted about. They aren’t referring to your choice of underwear (we believe it’s not the best way to start a client relationship). What they are talking about is a creative brief – this is where you tell the creative person who will be working with you exactly what you want and need.
A good creative will be able to guide you through this process and they should be asking lots of intelligent questions so you get the results you want. We’ve got standard briefing documents that we use, and we also try to ask a few of those clever questions. You’ll often hear us saying ‘we want to get inside your head’. We have no intention of psychoanalysing you – we just want to understand what you want, what you company needs and how best we can help you get there.
So how can you make sure your brief is a good one?
• The first thing you need to understand is that the better your brief, the better the results will be. The work produced will be better, you’ll save time and money and it will give you a clearer idea of what you need to spend to achieve the results you want.
• It helps to have a written brief that both parties then discuss – a good writer should be able to identify gaps in information and then ask the right questions. If more than one agency is working on the project it is worth calling them all in together for a group briefing so everyone gets the same information.
• A brief doesn’t have to be 27 pages long (the clue is in the word brief). What you should be aiming for is clarity; clear objectives are the most important part of a brief. Rather than saying ‘we want the whole world to know about our business’ say ‘we want to get 5000 new customers in North Manchester’ or ‘we want to increase turnover by £x’. If you can, provide a focussed view of where your company is and where it wants to be – this helps to give the project context.
It’s rare to find a one size fits all briefing document (we have to change ours depending on the project and client) but it might contain information such as – who is responsible for the project (and their contact details), where your company is now and where you want it to be, what you want to do to get there, and practical aspects such as deadlines and budgets.
Need to know more on briefing creatives?
If you’d like to brief us on a project, contact us for one of our natty briefing documents.
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If you take a look at most successful brands, what do you notice about them? Distinctive logo, check. Unique customer experience, check. Distinctive tone of voice? Oh, what’s that then? I’ve written before about tone of voice and how important it is in building a business. Lots of companies seem happy to spend thousands on design and other marketing elements, forgetting a key element of building a successful brand, finding their voice and using it well.
John Simmons, in The Invisible Grail, talks extensively about how words play a vital role in bringing a brand alive. And some companies get it absolutely right – Innocent for example. They use fresh, natural words and straightforward language to engage the reader. Google, Virgin and Amazon have used writing to differentiate themselves from the competition, reinforce what their brand stands for and most importantly, sell more.
What will bad writing cost me?
Sometimes it’s easy to see the benefits of good writing – you change the copy on your website and you get more visitors or you sell bucket loads more of your product. Or you change some packaging copy and sales go through the roof. But it can be difficult for some people to see the benefit of changing words across a business. How can you justify spending money on writing brochures, letters or press releases?
It’s simple. You won’t be burning money. By the time you’ve designed, printed and mailed a badly worded brochure you’ve probably spent a few grand. So it lands on Mr Smith’s desk and the words are so dull and boring he falls asleep at his desk and the brochure ends up in the bin. Similar scenes follow at every company you’ve sent the brochure to. You are out of pocket because you spent money on the initial brochure and those results you hoped for will never materialise.
And then there is the customer. Every time you engage with your customers you set up their expectations. If your words aren’t in line with what the customer expects they will feel let down and go elsewhere. You have to be true to what your company is. Imagine if a global law firm suddenly starting sending out corporate brochures with the first line, ‘Yo, businesses, we like wanna look after your law stuff’. The words have to be appropriate and reflect what your customer expects.
How do we get it right?
Be honest – about what your business is and what your customers expect from you. If you use words to try and create a false image, customer will be disappointed and go elsewhere.
Try and be distinctive – differentiation isn’t about saying ‘we want to be fresh and dynamic’. Drop the clichés and get back to what really makes your business different.
Use your tone appropriately – it’s really important to use tone of voice consistently, but it can’t be so rigid that it doesn’t flex to fit the method of communication.
Know when something is written in your tone of voice – it can be hard to apply tone of voice guidelines to every single piece of written communication across a company, but what you should be able to spot is when something isn’t written the right way for your company. Have examples of good writing that staff can refer to.
Using words well creates a brand experience that customer love, and will keep coming back for. Try injecting some personality into your writing and see where it could take your business.
Want some more nuggets on tone of voice?
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I’m not particularly precious about the words I write. But I do spend a long time writing, editing, thinking about the language I use, often choosing a particular turn of phrase because I know it will engage the audience. And I can get a wee bit grumpy if people start incorrectly correcting my work. However, I’m not a patch on Giles Coren and his rant to The Times…
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One of our clients, Casa Dolce Casa, recently commissioned us to work on copy for a contemporary business and lifestyle directory for the East Midlands.
The book is currently being printed, but we rather liked the funky online preview version that you can flick through here. Cool, huh?
Find out more about our work with Casa Dolce Casa.
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The client:
The commission:
Each year, thousands of prospective university students receive piles of prospectuses from different institutions. Edge Hill University wanted their 2009 prospectus to stand out as an engaging read that spoke directly to prospective students about what it’s really like to study at Edge Hill.
They needed case studies of individuals studying on 90 of their courses, explaining what makes the Edge Hill experience unique and why anyone might want to study there.
The process:
1. Establish content required
We consulted with Samantha Armstrong, Head of Marketing and Creative at Edge Hill, to understand the themes and tone of voice required in the prospectus and drew up a list of questions carefully designed to find out what students really thought about their courses, the university and their future.
2. Identify appropriate candidates
We liaised with staff from across the institution to collate contact details of students they knew from each course. We then contacted and interviewed these students via telephone or email, chasing up wherever necessary to obtain the required number of appropriate case studies.
3. Create test pieces
These set the template for all case studies. We reviewed elements such as space requirements, structure and tone of voice and submitted example copy to Samantha for her approval.
4. Write copy
We wrote each case study as the interviews took place and submitted each in turn to Samantha.
5. Secure permission slips
We drew up a document for students to sign confirming that they agreed for their responses to be used in the institution’s marketing materials. This ensures that the case studies can be reproduced in various forms of marketing literature for the university in the future, with no further time or effort required.
The result:
We reached – and exceeded – the required number of case studies, providing usable testimonies for a wide range of marketing purposes, including the 2009 prospectus.
Samantha has since passed on our details to other marketing staff within the institution, who have also commissioned us to write and edit copy for their own promotional brochures.
The feedback:
“We were more than happy with the resulting profiles and they have made a valuable contribution to the 2009 prospectus.”
Samantha Armstrong, Head of Marketing and Creative
One Response to “Professional business directory with a quirky style - Edge Hill”
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Olga Piece Says:
November 24th, 2009 at 9:47 pmWhat a facinating blog. I’ve bookmarked it and added your feed to my RSS Reader
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We’ve written on all kinds of topics in the last few years - from nuclear power stations, to tax issues, redundancy, bereavement and just about every professional service you can imagine. And I’ve never had to refuse a job for fear that I won’t be able to devise a creative way to sell to, inform or influence the end customer of said product or service.
I’ve finally found the product that would stump even the most creative of marketers.
Doggie mineral water.
Yep, you read that correctly. That’s bottled mineral water for dogs.
Now don’t get me wrong. I love animals, I’ve had both cats and dogs and various assorted small and cuddlies (including a rather gorgeous Russian Dwarf Hamster called Fudge). But doggie mineral water? Really?
I stumbled across this befuddling product as I trundled around the Trafford Centre. Displayed in all its glory, along with life-sized doggie to play with the kids, Aqua Paw proudly announced: ‘You drink bottled water, so why shouldn’t your dog?’
I was to discover, after some in-depth reading, that this product really is worthwhile, reducing the botty burps of man’s best friend. That’s a relief then.
This week The Gadget Show featured the top five most stupid gadgets of the last year. We’d love to hear about the most ridiculous product or service you’ve ever come across.
One Response to “Barking mad”
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Bark Off Reviews Says:
July 26th, 2010 at 5:53 pmBeing a completely new dog owner I love all the details in this article. I really want my family dog to get effectively trained and have a healthy and balanced atmosphere to live in. Many thanks for the insight.
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This week I spent an interesting few hours with some of the leading businesswomen in the North West.
We’re all part of Spark, the Women’s Enterprise Ambassador Network. Spark is bringing together successful businesswomen and those who support enterprise to encourage women to recognise that business is for them.
In the UK, 1 in 5 businesses are women-owned and us ladies make up 27% of the self-employed population. That lags a long way behind the fellas. A recent survey by WorkingMums.co.uk of over 1000 members revealed that 55% of women look for a new job after they have children - imagine if we could encourage them all to start up new businesses?
There are now over 1,000 Spark Ambassadors, using their experience to encourage and inspire women of all ages to get involved in business.
The network is co-ordinated by Make Your Mark and delivered by the Regional Development Agencies on behalf of the Department for Business, Enterprise and Regulatory Reform.
If you’d like me to come to your school, club or business to talk about how fantastic running your own business can be, then just drop me a line at nicola@allwords.co.uk
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Ever wondered why you never hear about people “reading” the internet? Simple – most web users don’t read, they browse, or scan. They’re impatient; they want information and they want it fast.
You therefore have to make it easy for them to find what they’re looking for – and a significant part of that involves using logical structures, both for your website as a whole and on each individual page.
The basic website structure
Every website should contain the following four pages or sections: Home, About Us, Products or Services and Contact Us. The titles are negotiable; the sections aren’t.
1. Home page
A good home page makes it as easy as possible for people to understand what you do – and use you. This doesn’t mean cramming all your information onto one page – it means engaging the user and selling yourself as quickly as possible.
Get the basics right – save detail for pages that come deeper in your site. Consider the Google [link] home page – just the all-important search box, plus company logo and links to further services and company information.
2. About Us
This is where you establish your credentials. Who are you? What makes you good at what you do? Why should people use you? This is where you back up your claims with evidence; it’s your virtual CV.
3. Products/Services
The structure of this section will depend on what you offer. You may include multiple pages, you may have one. Your home page clarifies and sells what you do in general; this section sells specifics.
4. Contact Us
Does what it says on the tin – and should be accessible from every page of your website. Your content could throw up questions at any moment – make it easy for your users to get an answer. Getting them to contact you is the first stage of engagement – and this is exactly what you want your website to do.
Optional sections
These could include:
• Articles on subjects relevant to your area of expertise – to showcase your knowledge and abilities
• Blog – to engage clients and reveal more about your company ethos and brand
• Client testimonials and/or case studies – to establish your reputation and show users that you are trustworthy
Effective linking
Users rarely work through web pages in order – they leap to sections that they believe are relevant to what they are looking for.
Encourage users to browse more of your site by linking through to different sections at relevant points in the text. Eg. if you are including testimonials both throughout your website and in a separate Testimonials section, link through to the full section at the bottom of each testimonial.
Make the wording of your links meaningful. Links are highlighted text, so will jump out of the page – which is why a link reading Contact us is more effective than one that says Click here.
For further tips on effective web writing, see: Get the words on your website home page right.
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We love a good buzz word down at All Words Towers and the new kid on the block is Social Media. It’s sometimes referred to as social networking and for many companies has become a valuable way to engage directly with their customers.
So what is this new fangled social meeja?
Social media is an all encompassing term to describe activities which happen online – they usually involve an element of technology (often a website), some type of media (music, video, pictures or words) and social interaction. You may be familiar with the more well known social networking sites, such as Bebo and Facebook. You also probably know some of the media based sites such as You Tube and Flickr. You might have a personal or company blog or create podcasts. All these elements fall within social media.
That’s great – but what does it have to do with business?
Using social media should be a key part of any online marketing strategy you have. Whether that is as simple as having a profile on one of the business networking sites such as Ecademy or LinkedIn to creating a funky video to put on You Tube, it is a fantastic way of profile raising and building your brand.
It is also a cost effective method of marketing, where you can carefully target the kind of customers you want to attract. Even better, you can hear exactly what you prospective customers think about your product or service. Admittedly a scary prospect, but just the kind of insight most companies pay market researchers thousands of pounds to find out.
Just a fad?
It looks like social media is here to stay, albeit in a constantly changing way. A survey by Melcrum in 2007 of 2,100 executives in the corporate world revealed that over half already had blogs, and 63% were creating online videos to place on video sharing services like You Tube.
Where do we start?
The first thing you have to decide is whether social media is right for your business. Is there someone in your business (or a specialist consultant) who can ‘talk’ for you online? Are you full of ideas to engage with your online audience? Are you open to feedback and can you handle it? (And it won’t always be positive – you can’t underestimate the people power behind social media). Are you flexible and agile enough to respond quickly in the online environment and adapt as it changes?
Once you’ve established that it’s right for you, you can develop your strategy for social media domination! There are many elements to a full social media campaign and you may not be ready to tackle them all. If you fancy a tentative step into this brave new world then a good place to start is a blog. If you already have an existing website you could create a blog which is part of your website or links to it. This is a very personal and direct way of talking to your customers plus it’s a great way to get visitors coming back to your site again and again.
Want to know more about blogging for business?
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A couple of my close friends gave birth recently, which meant that a whole host of names have been sought out in books and online, spoken aloud in various tones ranging from thoughtful to disdainful and, ultimately, mostly discarded.
One of my friends had her heart set on Caleb, until she discovered that it is commonly believed to mean “dog”, while my other friend must have been very grateful to have had a boy instead of a girl, and thus avoided the certain argument with her football-mad husband over whether or not to name their firstborn, Chelsea.
Similar time and concern is often awarded to the choice of a company name.
Do you favour something simple and memorable that tells the customer absolutely nothing about what the company does, but could conceivably become a brand name applicable to a wide range of services, such as Google, Orange, or Virgin?
Do you choose a name that incorporates a reference to your product or services, such as Hotel Chocolat, or that aims to convey something about the company’s ethos, such as Innocent?
Do you name your company after your founders, such as Marks & Spencer? Or do you randomly pick a name out of a dictionary, without even thinking about it?
At various stages I have considered changing my company name - but eventually decided against it. I don’t want want to harm the brand reputation that I’ve successfully built up over the previous years with All Words; but, more than this, I feel that the name sums up what I do really rather well.
Words. I love them. I write them. I proofread and edit them. I speak them.
And, above all, we believe that they are the most important element of any form of business communication, from websites to brochures, newsletters to blogs, advertisements to press releases, business reports to company names.
Choose your name wisely, then. After all, you don’t want to be the company equivalent of the nine-year-old boy I once met, who had the misfortune of trying to make his way through life while bearing the hefty burden of the name Dwayne Pipe…
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Spell Check Poem
(Reportedly nominated for a Pullet Surprise)
Eye halve a spelling chequer
It came with my pea sea,
It plainly marques four my revue
Miss steaks eye kin knot sea.
Eye strike a key and type a word
And weight for it two say,
Weather eye and wring oar write
It shows me strait a weigh.
As soon as a mist ache is maid
It nose bee fore two long,
And eye can put the error rite
Its rare lea ever wrong.
To rite with care is quite a feet
Of witch won should bee proud,
And wee mussed dew the best wee can,
Sew flaw’s are knot aloud.
Eye have run this poem threw it
Your sure reel glad two no,
Its letter perfect awl the weigh
My chequer tolled me sew.
–Sauce unknown
One Response to “Proof is in the pudding”
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Rowena Says:
July 10th, 2008 at 4:00 pmThat hurt me to read
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Is the story really dead and buried?
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Web statistics such as Google Analytics give you a fair idea of what your visitors are doing when they land on your website - they can tell you where a visitor has come from, what pages they visited on your site and often, at which point they lost interest and left.
What they don’t tell you is what parts of the page your visitors click on, which bits really grab their attention. Now RobotReplay lets you do just that. It uses a whizzy bit of technology to record your web visitors, so you can watch back each click, mouse movement and type on the keyboard.
Comfortable viewing? We’ll let you make up your own mind - the debate rolls on.
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Writing goes hand in hand with reading. What a waste of time it would be to spend hours crafting beautiful prose if no one was around to read it.
And that’s why we think The Reading Agency, an independent charity inspiring people to read more, is a rather splendid idea. They say, “Imagine that no-one had encouraged you to understand the funny little squiggles on the page called words that can make you gasp or can make you cry. You’d be a smaller person*, living in a smaller world.”
We couldn’t have said it better ourselves.
(* And at 5ft 2in, Nicola is already a person of diminutive stature)
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Journalists like case-studies, in fact, they like them so much, sometimes it’s the only thing they’re interested in!
But what exactly is a case-study, and why do magazines want to use them?
What is a case-study?
It’s like an article, but it outlines how an individual or an organisation is using a particular product a service. Needless to say, they are almost always ‘good news’ stories. So for example, the user of a software product will outline how they have installed a new system with great success and how it has made them more efficient and saved them loads of money.
Or, it might be an individual person who has used a service, like a personal shopper, and found that it made their life easier or improved their image.
Case-studies are not testimonials – they are much more than that. They should explain a whole scenario and how and why it’s been a success.
Why do journalists like them?
Magazines and newspapers are not put on this planet to plug your products – they are there to impart newsworthy and interesting information to their target readers. You may notice if you look through virtually any consumer or trade magazine, that only the very largest companies are talked about. So, you may find BT mentioned, or Barclays Bank or Boots. Smaller companies that are not known to the readers are not generally news. But what they do can be news.
Journalists don’t necessarily want to hear you telling them that your product/service is the best thing since sliced bread. But if you have a good customer who is prepared to say that, then it’s a different matter. Again, look at all types of publications, and you will see that case-studies are used extensively. In fact, some of the generic IT titles only use case-study information.
How do you write a case-study?
The first thing is to approach a customer that you would like to be associated with your company. The customer may be a household name who in monetary terms might only be a small customer, but it’s worth linking that well-known brand with yours. Or it might be an unknown company, but they’re using your products extensively and with great success. You might want to illustrate your international expertise, or show how you can work in a particular vertical market.
You need to get permission in principle from your customer, and then get the necessary information. It’s often easier to construct a short, simple questionnaire which you can email to them – ask questions like, what did you do before you used our product/service? Why did you choose us? What benefits are you getting? Do you have plans to expand the project? Gaps in the information can be filled in with a phone call. Few companies have time for meetings on this kind of thing any more, although if you do get a chance to discuss it face-to-face, then do it.
Getting fact and figures to back up the story is always good – for example, getting a customer to say that they made 20% more sales since using your product etc. Also, getting images that can accompany the story are always good – the more interesting the picture the better (try to avoid pictures of dull offices on an industrial estate, or an unflattering ‘mug shot’ of a manager).
Almost always, you will need to gain the permission of the customer before you send the information out to the press. Failing to get approval, in writing, can prove disastrous. A company years ago went public with a project that they were doing with Tesco before they had permission, and Tesco cancelled the contract (ouch!)
Where will my case-study appear?
When writing a case-study it’s always best to have some idea where it’s actually going to be published. Think of your target media and pick one title in each vertical market (those in the same area, so IT for example). Generally speaking you cannot use a big feature case-study in publications in the same market (there are some exceptions to this, but not many!). So if you have a case-study about a beauty treatment, pick one of the women’s magazines and speak to somebody on the editorial team. Often, you can do a big spread with one magazine as an exclusive, and then send out a shorter ‘press release’ style version to a wider audience.
And don’t forget to put them on your website as well!
Contributed by PR goddess - Helen Moore, our resident PR specialist
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Is there such a thing? I’ve yet to find a journalist who can tell me – unless it’s the one containing the offer of a six-month, all expenses paid trip around five-star hotels of the world…
But there are certain essentials that every press release should have – and certain rules to follow to make them more appealing to journalists, boosting your chances of media coverage.
Content – Think story, not sales. Good newsworthy angles may include statistics from research you have carried out; awards you have won or run; unusual jobs, clients, services or events, etc. Also think about what’s current in the news – can you offer a different angle on a topical subject?
Focus – Only cover one topic, otherwise journalists see right through it and know it is a sales pitch.
‘Pyramid’ Structure – Include the most important facts at the top of your press release – Who, What, Where and When, followed by Why and How. Sub-editors tend to edit from the bottom up, so don’t let key points bring up the rear.
Headline – Although this will not usually end up being the publication headline (which are usually written by sub-editors), this is your chance to grab the journalist’s attention. What’s the angle? What’s interesting?
Quotes – Include a quote from a key representative; journalists use them to liven the text. They are therefore less likely to edit them out, so make sure it includes a key point – and try to avoid the ubiquitous, predictable PR opening gambit: “We are delighted to announce…” (yawwwwn).
Format – Headline, sub-heading, body content, editor’s notes and contact details (journalists must be able to reach you quickly and easily to find out more). Use double spacing and don’t exceed two sides of A4.
Images – A good photo can help to sell a story, particularly with local newspapers, which often don’t have the time or budget to send out photographers on lots of jobs. Include a couple where possible – or at least make it clear in the notes that images are available.
Accuracy – Spelling mistakes and grammatical errors really can put journalists off using a press release. Check, check and check again!
Want a professional to do it? Contact All Words to find out about our press release writing services.
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Or how to target journalists…
Effective PR involves more than occasional press releases – it’s about building relationships with the right people. So, when you’re fishing in the vast media ocean, how do you hook a journalist?
The sad truth is that press releases never guarantee media coverage.
When I worked in newspapers, I might have used a release because it was a slow news day and we needed fillers, or because its topic happened to chime with a feature I was writing. Conversely, I might have binned it because it wasn’t newsworthy, or because it had lots of spelling mistakes (yes, I am that picky…).
Your best chance is to make your release stand out from the ever-towering pile on a journalist’s desk (or inbox). To do this, you need to find what the journalist wants and deliver it – preferably on a silver platter.
Journalists want… news
Above all, realise this – journalists do not care about you, or your company. They care about stories that interest their readers.
You need a hook – human angle, controversial point, interesting research, etc. This depends on the publication. What will interest their readership? Research (i.e. read!) all publications that you want to appear in – there is rarely a one fit solution for all.
Journalists prefer… exclusivity
Mass press releases may get you limited response in a few publications – but for more coverage in a specific publication, you should be targeted. Editors don’t want something they have already read in four other papers.
Journalists like… freebies
Well, who doesn’t? This is particularly relevant for feature writers. If you can stand to see the harsh truth – or opinion – written about your service or product, offer a free sample to a journalist in charge of a feature that is relevant to your sector. For example, a review of your style consultancy service could work well in a Fashion or even Business section.
Journalists hate… hassle
Journalists are generally very busy (and those that aren’t like to think they are). Several phone calls asking “Did you get my press release? When are you going to use it?” will only irritate them. However, build up a good relationship and they are more likely to keep you informed.
Small things matter. Find out who to send to – editors are usually too busy, so you might want the newsdesk, or a specific journalist. Ring and ask. And ask how the journalist likes to receive their releases – many won’t even look at paper ones that they’ll have to retype.
Finally, make sure press releases are well-written and properly proofed – the less editing and re-writing a journalist has to do, the better.
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The illustration above was not done by me (I can barely draw a stick man). It was done by our friend, illustrator Ryan Welsh. He’s self taught (not jealous, honest) and hails from Birmingham. If you like to get in touch with him you can call him on 07900 263068 or email rajyellow@hotmail.com.
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Want to clinch a business deal?
Hm.
Perhaps, after reading about biscuits this week, I should add “Don’t forget to turn up at the meeting with chocolate digestives” to our article on writing proposals…
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One of the things I love about words is that you can always discover more about them that makes you think a little deeper about their meaning - even those that you believe you already understand completely.
For example, someone told me today that he prefers wisdom to intelligence. I was intrigued to know what he meant and asked for clarification. This is what he said:
“I suppose intelligence would be the ability to solve complex problems. Then wisdom could be the realisation that there are better things to do with your life than trying to understand complex problems.”
I love that. It says to me that intelligence can lead to success, but it takes wisdom to bring you to happiness.
What does it say to you?
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Today is our official All Words VIM.
VIM, in case you were wondering, is short for Very Important Meeting - so named because it is the occasion where, once a month, the Boss Ladies get together to discuss our company’s progress, any problems and strategies to further our ultimate aim of World Domination.
Oh, and because it generally takes place in a pub, or a swanky bar (depending on how many cheques have come through that month) – a Very Important Part (VIP) of the VIM.
I like that we use the term ‘VIM’. I like that I can say to someone “I have a VIM later,” and they’ll frown and ask what a VIM is, then laugh when I explain.
Because it is funny that we can take a simple concept like a meeting, slather it with an official title and then slice it into an acronym in order to make it sound more complicated and important – and, in the process, ensure that no-one else knows what on earth we’re talking about.
But what is even funnier is that that is exactly what so many acronyms do. Complicate. Confuse. And Put People Off (or PPO – sorry, couldn’t resist…).
Don’t get me wrong, acronyms have their places and uses. Industry organisations that have long-winded titles, for example - who wants to type out ‘Higher Education Environmental Performance Improvement’ more than once, when they could use HEEPI?
Some acronyms act as company ‘nicknames’, which can become an effective part of the branding process – think KFC, M&S, or FCUK.
Other acronyms are useful shorthand between industry professionals. When speaking to a web developer, for example, I’d prefer to discuss our CMS rather than stumble over the phrase ‘Content Management System’ every time we talk about websites.
But, when it comes to marketing, so many organisations forget that the acronyms they use in their everyday jobs simply aren’t understood by the people they want to market to – so filling their website and brochures full of initials often put potential customers off.
Obviously, it all depends on your audience. Industry professionals will recognise and feel comfortable with industry acronyms. But, if you’re a business finance expert and you’re addressing the financially-inexperienced owner of a small business, do explain that PIMS is short for Profit Impact of Marketing Strategies, before they think you’re offering them a summery drink.
Jargon. Business-speak. Acronyms. In your marketing materials, just say no, kids.
(But in your VIM, you could allow yourself a GSB*…)
*Glass of Sauvignon Blanc.
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Have small children? Remember those long gone heady days spent lounging around in hotel bars and dancing the night away with your loved one? Miss them. So do I *sob*.
So when Nana Cooper-Abbs offered to have the youngest member of the All Words team (Mia – 19 months) for a night I jumped at the chance.
A few months ago I had the pleasure of joining a friend for drinks at a smashing boutique hotel called Great John Street in Manchester. I thought it would be the perfect getaway for a night off from toddler chasing. I checked their slickly designed and easy to use website and noticed they had a late availability offer for £135. For a city centre hotel (overlooking Granada Studios and a stones throw away from Deansgate) that’s pretty reasonable.
I booked over the phone (online booking isn’t available for late deals). A few days later I received an email from a member of staff informing me that there would be a function on the roof terrace the night we were staying in the hotel, nicely reassuring us that we wouldn’t be disturbed. I didn’t fancy joining in that party as well so requested a room as far away as possible.
On an unseasonably hot Saturday afternoon we arrived at the hotel to a very warm (‘scuse the pun) welcome. The receptionist checked us in, asking whether we need wake up calls or papers in the morning. All very efficient, yet calm and unhurried. She mentioned there had been some confusion when booking as my address hadn’t been taken, but it was quickly resolved.
We went up to our room (Baby Grand) which was stunning. Sumptuous decoration, bathroom upstairs complete with roll top bath and classical music playing gently in the background. Unfortunately it was directly under the roof terrace and opposite the staircase to the soon-to-be-filled-with-revellers-terrace. With mild irritation I made my way back down to reception and explained we had requested not to be near the roof terrace, and emails had been exchanged to confirm this. The very lovely, if slightly flustered receptionist, told me that the notes on the computer said I had requested a room on the second floor under said roof terrace.
But she immediately rectified the mistake and moved us to the best room she could find on the same floor. It was yet another beautiful Baby Grand with queen size bed and a cooling breeze of air conditioning. We’d just managed to find the mini bar and kick off our shoes when there was a knock at the door. Earlier flustered receptionist was now red cheeked receptionist who confessed that she had booked us into someone else’s room who was now standing in reception. Ummm.
Before we even had a chance to express annoyance she whipped out the trump card, free upgrade. Don’t you just love those words?
Once again we took a little trip down the corridor to our new, Boudoir Grand room. This one featured a king size bed, a natty flat screen television and more room to scatter the mini bar remnants around.
Five minutes later the phone rang and we answered (presuming news of some toddler hi-jinks) only to be asked if we would like some complimentary drinks to compensate us for all the inconvenience. We thought it rude to decline.
A restful, very quiet night followed with no party noise. If you’re looking for the kind of hotel where you are treated with personal service and every staff member does their absolute best for you then give Great John Street a whirl.
We’re looking for a babysitter so we can go back. Any volunteers?
One Response to “Great scott, it’s Great John Street”
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Row Says:
May 22nd, 2008 at 4:10 pmFree upgrade, you lucky ***! I love that hotel, it’s beautiful. And I’m always impressed by carpets that are so soft you can feel comfort oozing upwards through your shoes.
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It’s happened. I’ve had an epiphany. I think my eternal nirvana could be a tapas restaurant in Preston.
Preston. My birthplace and home until about 5 years ago is the administrative centre of Lancashire, home of the second biggest bus station in Europe and the legend that is Tom Finney. Much as I love my hometown, it isn’t renowned for its thriving café society and culinary experiences (unless you count butter pies and parched peas as the height of gastronomic excellence).
Last week I was attending a course at the University of Central Lancashire so booked myself in to stay with family. My aunt announced she was going to take me to an ‘amazing’ new restaurant in Preston called Duk. Having lived in Preston for 26 years, noticing the opening of many high end eating establishments such as McDonald’s, Greggs and Subway, I wasn’t expecting much.
Tucked in a basement under an unassuming row of shops in the centre of Preston, Duk doesn’t look much from the outside. But descend the steps and you could be in any city, anywhere in the world. On a Wednesday night the place was packed, but in a comfortable way. Cosy enough to be welcoming without being cramped and subtle decoration that combined rustic wooden seating with giant cushions and soft candle light.
Our party of three was shown to a corner table, our drinks order promptly taken and menus left to be salivated over. Their style of service is comparable to any fine dining restaurant in Manchester, with subtle nods of the head and glances enough to get you exactly what you need. I never had an empty glass or dirty plate in front of me any longer than needed.
By the time the drinks arrived my menu was drenched from my dribbling over the array of gorgeous dishes, from Manchu Picchu fillet with dragon pate to Chorizo with Scallop. This isn’t your average tapas bar, with influences from countries spanning the globe, including South America and Africa. Until recently all the cooking was done by self taught chef and owner, Andrea Mellon. The runaway success of the restaurant has entailed bringing in new staff who seem more than capable of emulating Andrea’s passion and skill.
Our food arrived very quickly and piping hot. I’d plumped for Scallops with Bacon and Mozzarella salad but I couldn’t help tucking into my companion’s delicately cooked lamb, and beef so soft it melted in my mouth. As a foodaholic and not-half-bad amateur cook, I was blown away by the clever use of spices and herbs, each dish complimenting the others (which is a feat with more than 100 dishes on the menu). It’s easy to spot that they use locally produced, seasonal and organic products – the quality shows through in every dish.
As we chatted while eating, I lifted a spoonful of food to my lips (a Peruvian meatball if I remember rightly). Ka-boom, a taste explosion, soft meat, herbs and spices. All I could do was wave insanely with my fork at the empty dish while shaking my head in amazement. My dining companions (veterans of Duk), smiled at me self indulgently. They know the Duk secret. And the secret is out, Duk are about to expand with a new bar planned in Preston and future plans to bring their combination of fantastic service and truly stunning food to Manchester (yippee!).
So if you ever find yourself stranded in Preston then seek Duk out, find Andrea and see if you can convince her to give you the recipe for those meatballs (and then send it to me).
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Networking has its place in growing business. It can bring shiny new customers to your door – as long as you get it right. However, there is a problem – the freaks, geeks and gurus that populate the world of networking. It’s a bit like an addiction - take a little sip from the chalice of networking…
Sometimes the chalice is a rather nice shiny gold one which is full of pleasant people that help you. Other times the chalice is poisoned - full of the worst kind of networkers. Full of false promises and over exaggerated claims. Before you know it you are glugging down barrels full of their toxic networking filth. You can’t get enough of it - you start making hilarious claims of million pound turnovers, you randomly launch your elevator pitch on unsuspecting members of the public.
What you need is the 12 step anti networking detox.
1. You are human, right?
Remember you aren’t a robot. Look in the mirror and smile - ahhh facial muscles, character, soul. Yep, you are human. You could be mistaken for thinking there are rather a lot of robots (or possibly vampires, never quite decided which) at networking events. The cold, hard stare. The vacuous look and uninterested pitch. You’d get a lot further if you just tried to talking to people like the human that you are.
2. Stop SELLING to me
Strangely, the whole business world existed before the advent of elevator pitches. Long after elevator pitches are gone, the world will continue to spin. You might want to consider stopping, thinking about your business and what other people might be interested in hearing. This is what I hear when someone pushes the elevator pitch button, “Hi, I’m Jim and I sell blah blah blahhhhhhhhhhhhhhhhhhh, so what do you do?” There is a good chance by this point I’m dribbling down my shirt, desperately looking for a way out of the room, the situation or even my life.
3. Lies will come back and bite you
I hate liars. I’ve never really understood why people have to lie in business. I’m not suggesting you parade around with a profit and loss sheet attached to your briefcase but a bit of honesty wouldn’t go amiss. There are a lot of people out there who have made the mistake of believing their own codswallop. They skim through networking events telling everyone how wonderful they are, how they are likely to win the Nobel Peace Prize any day, how their business is heading for the BEST year ever. Do you know what happens? They hit a rough patch and have no one to lean on for help and then they look like a goon when it all comes crashing down around their ears. The universe is a karmic place - and who wants to mess with Eastern Philosophy, huh?
4. Boots sell toothbrushes
Personal hygiene is quite important in most areas of your life. Imagine irking the prospective mother in law by stinking her home out with your BO. It matters even more when they are 30 odd business ladies and gents jammed into a room talking shop. At least stick on some deodorant and brush your teeth.
5. If we haven’t shared a drinking session then you aren’t my mate
I don’t make ‘mates’ within 5 minutes. I’m not your mate, your friend or new best buddy. My mates listen to me winge on the phone and help me construct flat pack furniture when I can’t understand the instructions. You are someone I know in my business world and I might like to get to know you better. You can’t force it and if you introduce me as your friend, I’m likely to stare blankly at the very person you are attempting to impress with your networking connections.
6. Networking is not the new way to date
If you can’t find a life partner then join a dating club, or go out on the pull like normal people. Stalking is not appropriate behaviour.
7. It’s not an Olympic sport
Next time you go to a networking event check the room for Seb Coe or Kelly Holmes. No sign of them? No one handing out those nice shiny gold medals? Any idea why? I’ll give you a clue - networking isn’t a sport, you don’t get awards, medals or honours for handing out the most business cards, speaking to the most people or boring the most people to death.
8. You ain’t a guru unless you are totally blow-your-pants off good at something
In networking a lot of people call themselves gurus and experts. The first problem is that guru comes from Hinduism and Tibetan Buddhism and I may be wrong but these networking dudes don’t seem to have much to do with the spiritual. To me it also means you have a long track record of being really, really (I can’t state this enough) really good at something - I’m not talking average - it’s not good enough to have done something for 2 years and spoken about it 3 times. I think people don’t get to use the expert or guru tag unless the entire world agrees it to be so (ok, maybe 3 continents can agree).
9. Try breathing - it’s what keeps you alive
You hear lots of networking types talking about the power of listening. I like to think it’s more about the power of breathing. It’s not natural to talk solidly for 5 minutes without taking a breath - you could literally die. If you listen to people a bit more you get a chance to breathe and keep on living - great plan.
10. People are a lot more interesting than business
One of the great things about networking is that you meet some really interesting people. I’m about a million more times likely to remember someone if they have a sparkly personality or have something interesting to say. It’s not that I’m not interested in their business, it’s just people have more dimensions.
11. Try giving
One thing you have to understand about networking is that it’s a bit like a hippy commune or old boys’ network, depending on your political leanings. You’ll get a lot more out of it if you are actually prepared to do something for someone else. Give them a name, a number, some useful information or keep the promise you made them. If you go to a couple of meetings and wonder why you haven’t got anything out of them, then networking probably isn’t for you. Bet you never shared your toys with the other kids in the playground, did you?
12. Shock horror. You don’t have to network if you don’t like it
Some people are scared of networking. Guess what? There is no universal law that says you have to do it. If you’d rather shove a red hot poker in your eye than stand in a room full of strangers then don’t do it. You come across as nervous and unsure, so find another way to market your business. There are no networking police and you won’t be arrested.
Follow the 12 step programme and chances are you’ll make the best of what networking has to offer.
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Setting up a new business is tough, with an estimated 50% of businesses failing to survive three years. The reasons businesses fail are varied - from bad planning to spending money on the wrong things (trust me, a pair of Prada shoes/shiny new BMW will not help you win that new contract).
We’ve just passed the three year mark so we thought we’d share our top 8 tips to surviving the early stages of a new business.
1. Take whatever help, advice, support and mentoring you can find.
There are lots of business support ‘cowboys’ out there, but there are lots of small business owners (often in the same profession as you) who will share their experience and offer support when you need it. People often approach business with so much pride, blagging their way through, telling people how fantastically things are going, when in fact they are suffering difficult times that other people could help with. If someone offers you support or advice then take it, you can always choose to disregard it at a later date but don’t dismiss things that could help your business in the long term.
2. People take ages, I mean ages, to pay
I always pay my bills on time. I naively thought other people did. I was wrong. I hadn’t anticipated the time taken from instruction by a client to final payment and this was nearly my undoing in the first few months. Be prepared for people not to pay you. Don’t even think about the money until you have it in your hand. I have no shame when it comes to chasing people for payment and it is one area of business where you can’t afford to be shy - cashflow problems can stop a fledgling business in its tracks.
3. You don’t have to spend a fortune on marketing to make your business work
When I started I had no money for marketing or advertising so I used some old fashioned marketing methods - getting off my backside and talking to people. Do you know what? It worked. We’re passionate about our business and this comes across when we talk to people. There are many low cost ways of promoting your business: sending letters, calling people, writing articles, looking for PR opportunities, building partnerships and networking. Don’t start from the premise that you have to spend a lot of money to build your business.
4. Trust your instinct and instinctively find people you can trust
You will come across some dodgy characters in the world of business - if your instinct tells you something isn’t right then you are probably right. Take recommendations from people you trust. If you are sourcing services such as accountancy then it is vital you implicitly trust that person - they are dealing with the foundation of your business (your cash!). So many new business people are scared to ask questions or challenge service providers. Have the courage to ask questions and point out things you feel aren’t right. Any professional will be happy to answer every question you have.
5. Doing what you love makes it all worthwhile
Both Rowena and I wake up some morning and can’t believe we get paid to do what we love. That makes it really easy to promote what we do. Knowledge of your business and good planning are vital but passion makes it a more exciting prospect for a potential customer. If you are lucky, as we are, you end up with a bunch of fantastic clients who appreciate your talent.
6. There is no place for modesty in business
If someone asks you if you are good at what you do, then tell them you are great! Don’t hide your light under a bushel - talk to anyone and everyone about your business. Keep in mind that the person you are speaking to might not be a potential customer but you just never know who they might know. There will be days when you are struggling through quiet patches, wondering if you have the talent or tenacity to succeed. Give yourself a break and remember how great you are.
7. Keep the boring stuff in order
It is really important to keep things like invoicing, books and filing in check. Things have a habit of resurfacing months after you thought they had gone away and if you can’t get your hands on the information you need it will waste time and money. Make sure you keep your computer backed up - my laptop died on me for two weeks and I felt like my left arm had been chopped off.
8. Keep things in perspective
The first few years of a new business can easily become all consuming. Don’t forget you still have a family and friends, a life, a home, relationships. Although it is your baby you have to be prepared to take a step back, sometimes you just need some time away to refresh and come back to the business with renewed enthusiasm. Always remember there are other options - although it wouldn’t be easy you could go back to full time employment, start another business or diversify the one you have. Don’t be blinkered about your options - be prepared to look beyond the obvious.
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One of the challenges of starting out in business is finding customers. Much as you wish they would come running to your door, battering to get to your business it doesn’t really work like that. If you have just started a business you’re probably looking for cost effective ways to promote your business – so here are a few ideas.
1. Networking
This is using old contacts and making new ones through online and offline forums. Online forums include Ecademy.com, SoFlow, LinkedIn and UKBF. Offline events spring up from these forums and there are also more formalised networking groups such as BNI, BRE and Business over Breakfast. Networking takes time and requires your input; don’t expect something for nothing or an immediate return.
2. PR
About the cheapest and best publicity you can get. If you can build good relationships with journalists and provide newsworthy stories then this can be a great way to build your brand. And if writing a press release leaves you scratching your head then drop us a line.
3. Letters and phone calls
Ok, they aren’t very sexy but they do work. Write a really good sales letter (or get a friendly copywriter to do it) and follow it up with a phone call and you will gain new business.
4. Working your contacts
If you have worked in an industry and then set up in a related field you probably already have a few contacts tucked away in your little black book. Now is the time to look them up and tell them all about your new business - you don’t have to try and sell to them - they can be a useful source of information and advice and one day hopefully sales.
5. Partnerships
Think about companies that offer services that fit with yours. As copywriters we have a natural fit with graphic designers, marketing consultants, web designers and developers. We’ve spent a considerable amount of time building contacts and informal partnerships with trusted contacts. The one thing to remember is that you have to trust, respect and know these companies because you are putting your professional reputation on the line by recommending them. You can always formalise partnerships and offer a complete service to clients where you make an ‘extra’ profit.
6. Search engine listings and free online advertisements
Listing your website on google, yahoo, etc is free and doesn’t take very long. This is the most basic thing you can do to increase your visibility on the web. It is also worth checking out any free listing directories and sites that offer free advertising, so when someone does a search there is a higher chance of your company details being returned.
7. Blogging
Just like this one! You can link from your website to a blog and then use it as a vehicle to talk to your customers and the wider world. You can talk about topics that will interest your customers or answer commonly asked questions. It is a great way to keep customers up to the minute informed of changes in your company or industry.
8. Business cards
It never fails to amaze me how many people don’t have what they do on their business card. It is a marketing tool and how can you expect people to know or remember what you do if your card doesn’t tell them. I get cards from people that have just their name and no contact details. Cheap business cards project a poor image as do home designed ones - getting professionally designed and printed cards is not expensive and is vital in making that good first impression.
9. Existing contacts
Bet you have a bunch of business cards and names at home of people you have met over the last 6 or 12 months. When was the last time you contacted them? Do you ever call them or email them to see what is happening in their business? Could you send them a newsletter or PR piece which keeps your company at the forefront of their mind? If you have established a relationship with someone then nurture it!
10. Articles
If you have the inclination to write short articles on your industry they can be a great business generator. You can post them on your website and many other ‘article directories’ across the web. I’ve done this and it has attracted customers and people wanting to republish my articles, increasing my exposure. Just be careful not to duplicate content as it can affect your ranking on search engines such as Google.
11. Free advice
I’m not suggesting you ever giveaway things for free. We’ve all got bills to pay. However, advice generally costs nothing. Be prepared to help people out. Giving advice can be a constructive way to find out more about a business and their needs and explain fully how you could meet those needs. Think of it as a selling opportunity rather than time lost.
12. Online forums
Online forums are a way to demonstrate your knowledge and promote your business. The one note of caution is that most forums are picked up by Google, Yahoo etc. So anything you write is likely to be all over the internet. If you don’t want prospective client stumbling across your rantings then be careful to moderate what you write.
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This month’s newsletter is all about blogging for your business - why do it, how to do it right, tips on SEO (Search Engine Optimisation) and a list of some of our favourite blogs.
You can read our main piece in our articles section on blogging for your business.
If you’re not subscribed to our newsletter and would like to read the entirety of this month’s issue, email us and we’ll send it over to you.
And, of course, if you’d like to subscribe to future newsletters, for regular tips on business writing and related issues, just enter your email address into the subscription box in the right hand menu on this blog.
Any problems or queries, drop us a line.
Happy blogging!
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Ok, you might not want to address your customers in quite this way but it does demonstrate the impact of ‘tone of voice’.
Tone of voice establishes your relationship with clients. It should engage them. It goes beyond just stringing a few words together and looks at the way you communicate with your customers across every medium - from your website to your advertising and even the way you answer the phone.
Take Innocent smoothies. Their tone of voice contains two key elements: simplicity and humour.
Why simplicity? Because, in their own words, their products contain “nothing but nothing but fruit”. No additives or preservatives, no need for small print; they are straightforward, with nothing to hide.
Why humour? Because it’s a powerful way to make people relate to you; to make them smile, and make them like you.
Tone of voice gives your organisation its personality, helping you stand out from your competitors. Think about how you want your clients to perceive you. Maybe you want to be seen as professional or friendly or reliable or all three. What other specific associations would you like your clients to make when they think of you?
Are you formal, or informal? Quirky, or straight-laced? Direct, or diplomatic? Consider your customers, your values and your brand, then choose the right tone and words for you.
We can help you develop unique ‘tone of voice’ guidelines for your organisation. If you’d like our advice, or want to find out more, drop us a line.
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First it was websites, then e-newsletters; now blogs are the latest ‘must-have’ e-tool for your business. But what real use are they – and what should you actually say in them?
If you want your website to have a better presence in an online search, a blog is instantly useful. Regularly updating your site with textual content – say, two to three times a week – can improve your Google rankings, especially when the content contains words and phrases relevant to your business.
But what should you write? Well, blogging is a more personal, less formal medium than most forms of business communication. You can talk directly to your audience on an ongoing basis, revealing more about your organisation, your brand and you – establishing you as an expert in your field.
Here are a few tips for successful business blogging:
1. Relevance. The subject of each post should tie in with your business in some way – and interest your audience. Examples include tips on your subjects of expertise; what transpired on an industry event you attended; insights into the working life of your business, etc.
2. Brand. Your voice needs to be heard in a blog – but it also needs to be tempered with an awareness of your brand’s values and professional tone of voice. Don’t say anything that your brand wouldn’t say – and remember, you’re speaking to the world.
3. Layout. How easy is it to read your blog on screen? How quickly can you scan it? Keep paragraphs short, include plenty of white space, use sub-headings.
4. Categorisation. By categorising your posts and listing these categories in a sidebar menu on your blog, you’ll make it easier for people to find more about topics that interest them – and read more.
5. Guest-blogging. If you think someone you know would have something to say that would interest your readers, why not invite them to write a post on their subject of expertise on your blog?
Want to see how we do it? Check out our new All Words blog.
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Most of the visitors to your website will land on your home page. What will they find? Dull, uninspiring words that make them want to click away or simple, engaging copy that gets them reaching for their wallet? Your home page sets the tone for your whole site and is vital to the success of your online presence. So how do you get it right?
• It’s about more than words. All three elements of a website have to work well for the website to be a real success – so fabulous copy have to go hand in hand with great design and brilliant functionality (how easy it is to use). It doesn’t matter if you have the best words in the world if you make it too hard for people to order. Consider using a professional design company or at least a clean template – remember, first impressions count. Keep your navigation as simple as possible and ensure that ordering or contacting you is easy.
• This is not the time for War and Peace. Web users aren’t the most patient of people so you website copy needs to be short and snappy. Don’t waffle on for hours and make sure your home page clearly explains what you do, what you sell or what the website is about. If you need more in depth information leave it for pages deeper inside your website.
• Break it up. Scrolling down through huge paragraphs of text is off-putting for even the most interested of customers so try using sub headings. Catchy headlines can introduce ideas, engage your customers and push the visitor right along to the shopping cart or contact page.
• You’re so vain. Website copy should not be about you and your company – it has to work from the reader’s perspective. A good rule of thumb is to use the word ‘you’ more than you use ‘I’ or ‘we’. Your content has to answer the number one question for any buyer, ‘What’s in it for me?’. Don’t use the home page to talk about the many wonderful features of your product or service – get to the good stuff, think benefits and what it will do for your customer.
• Keywords are key. Search engines (such as google) look on websites for keywords which then determine where you appear in the listings when someone searches on a particular term. You need to make sure that you include keywords that your customers are likely to search for (especially in headlines and sub headings). Keyword research takes a bit of legwork; you need to figure out the words your potential customers are tapping into the search engines and what keywords your competitors are using. You also need to think about keyword density (number of keywords in a page). There are handy tools such as www.wordtracker.co.uk that can help with the right keywords for your site.
• Stiff upper lip? Imagine your home page copy is like a salesman in a shop – keep it personal. The old adage, people buy from people is very true and every visitor wants to feel like you know them and understand what they want. It is important that your website fits with the tone of voice of your organisation but you can afford to be less formal than you would be in your annual report…
• We are the champions. If your home page copy is your salesman then your whole website is your shop. The home page is the place to build credibility and trust – we live in a cynical age where web users distrust over hyped claims, exaggeration and ‘marketing speak’. You should blow your trumpet, just don’t ram it down their throats.
• Check it. There is nothing worse than launching a web site then realising there are a dozen spelling errors on the home page. If you think people don’t notice, they do. Spelling mistakes, complicated sentences and missed punctuation all have a negative impact on your web visitors. Proofread everything before you launch your site, then grab another person with a fresh pair of eyes to do the same.
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I know, I know, never discuss religion or politics. However, in the case of God Explained in a Taxi Ride I’ll make an exception. Written by Paul Arden, former Executive Creative Director of Saatchi & Saatchi, he was responsible for some of the UK’s most successful advertising campaigns. He has taken the tricky subject of religion, and tackled it in a very visual way. This isn’t a fuzzy wuzzy book about spirituality and in a famed direct approach, he doesn’t shy away from the big questions.
This book will make you think, a couple of pages actually made my head hurt, which I happen to think is a good thing. At times he is purposely controversial about a topic which already has an intrinsic ability to inflame the most mild mannered of people. But then he was well known for his difficult manner and his opinion that to be exceptional you had to dispense with convention. Maybe he returns to convention at the end of the book when he announces that he found god, or maybe that is the ultimate twist. Whatever he found on this side I just hope it was there to greet him on the other side - Arden passed away on 2nd April 2008.
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You may well read this post and choose to dismiss it, in a floccinaucinihilipilification of all it contains.
Or, you may be interested to learn that, with a length of 29 letters, the longest non-scientific, non-technical word in the English language is floccinaucinihilipilification, meaning “the act of estimating something as worthless”.
Now, isn’t that just supercalifragilisticexpialidocious?
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Writers really do laugh about this stuff. Sad aren’t we?
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Well, we may not be famous in the strictest sense of the word but our sparkly new website has been featured here It’s a web site to inspire other web designers and developers in their mission to build interesting, exciting and functional websites. If you’d like to know more about the technology behind our site contact the truly wonderful Lee Simpson at Studio Eighty Six.
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I have to admit to having a mild case of technophobia (er, a raging case of the techno scaredy cats if the truth be known). However, I’ve just stumbled across something which has, quite literally, blown my socks off. I am sat here, bare footed, ga ga over a piece of technology. It gets worse, it’s a piece of software.
My better half introduced me to the world of Microsoft Silverlight. I can’t begin to talk about the technology behind it as I’d make an coffee spluttering embarrassment of myself but the best way I can describe it is that someone took Flash and gave it steroids. The best demonstration of its capabilities is on the Hard Rock Memorabilia site (and sorry, you do have to download the software - stop that booing at the back!). I won’t spoil the fun for you, just look at The Beatles and keep zooming in, and in, and in…Amazing.
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If you get half as many newsletters as we do, you are probably drowning in them. We have to admit we ignore most of them but there are some that ping into our in boxes to great excitement and get read every single time. So how can you write a successful newsletter which people actually read?
• Think very carefully about your design. Clean and simple, with considered branding is the way to go. Talk to a designer who can create an easy to use template.
• Don’t make it 15 pages long so people have to scroll through it. Use clear, self explanatory headlines which help and guide the reader, not confuse them.
• Keep it short and punchy. If you have more than 10 items chances are most people won’t read them. If you have long pieces and are sending an e-newsletter use a teaser on the newsletter then link people to the longer article on your site. This is also an excellent way to increase hits to your website.
• Remember your newsletter isn’t for you; it’s for your customers. Make it useful and relevant to them. Think about things customers repeatedly ask you and answer them in the newsletter. Ask your readers what they want to know about your industry or the way you work.
• Variety is the spice of life and it definitely applies to newsletters. Don’t have seven stories, all the same length, on the 14 different types of widget you sell. Give your readers a mixture of length, topic and tone.
• Newsletters are not adverts. Stop trying to use them to sell. They should be part of your overall marketing mix and not your only sales tool. If they are then no-one is going to read them.
• Make sure you send the newsletter out consistently – maybe once a month on the same day. You are making a commitment to your customer when you send out your first ‘monthly’ newsletter, if you don’t follow it up you let the customer down and lose credibility.
• Whatever amount of time you think you need to write a newsletter, double it. It will take you time to source material, write it, design it, set it out, proof it, edit it and finally send it. Start preparing well in advance, as soon as you have sent one newsletter you should be thinking about the next.
• You aren’t trying to bore the readers to death. You want them to look forward to receiving your newsletter. Use attention grabbing opening lines and lots of active language.
• The use of photos and images can be very helpful in breaking up large chunks of text – just be careful that they are relevant and interesting. If it is an e-newsletter, keep the file size down.
• Give your readers an incentive to read – maybe an exclusive discount for newsletter subscribers, special competitions or a preview of the next newsletter.
And if all of those tips have given you a headache then drop us a line and we’ll tell you how we can get rid of your newsletter hassles…
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We all know that feeling. A report to write, a brochure to finish, words for the website, a witty little piece for the newsletter, a press release and no words will come. You sit there with coffee after coffee, the cursor blinking menacingly at you, the pen mocking you from across the desk.
Here are some top tips to get you writing and keep you writing when words fail you:
Write something. Anything. This is sometimes known as freewriting. It gets your brain working. Having 10 paragraphs you can edit is more productive than sitting staring at a blank piece of paper.
Change tactics. If you use a laptop, get out some paper and a pen. Change your location – try writing in a quieter or even nosier space.
Say out loud what you want to write. Say it out loud and then try and write it down. However, do not do this within earshot of the boss/neighbours/work colleagues as you are likely to find yourself writing in a padded cell.
Stop focussing on the finished piece. Your first draft may be terrible (mine quite often are). However you can always rewrite and edit – at least you have written something.
Try doing something else creative to stimulate your mind. Listen to music, read a book or magazine, even doodling can help.
Pick 5 random words associated with what you’re writing. Write each one on a post it note, stick them on the wall. Look at them and think about them for 5 minutes and then start to form a sentence around each. This will lead to a paragraph, a page of text and before you know it you have completed your mission.
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Ever read something on the Internet or magazine and swear you have read it somewhere else but by a different author?
You may have also been in the situation where you find your web text or an article you have written on another website without any idea how it got there. This, my friends, is called plagiarism and it drives us crackers.
As copywriters we write things for our business and, of course, for lots of other businesses. Contractually, when customers pay they take ownership of the copyright of the material. There seems to be a great deal of confusion in the business world about what you can and can’t copy. Is it ok to copy text from a website and put it on yours? Is it ok to lift an article from a book and just change a few words? Can you ‘borrow’ a few paragraphs from some training materials and use them for your business?
Copyright law is a very expansive area and this article specifically focuses on small/medium business owners who are worried about another person nicking the contents of their brochure, website or articles. If you need more comprehensive copyright information then go to http://www.cla.co.uk/ and http://www.patent.gov.uk/
What is plagiarism?
Plagiarism is presenting someone else’s work as if it were your own. It doesn’t matter whether you do this intentionally or by accident. By not giving credit to the original author you are passing the work off as your own regardless of the source. The source material could be anything from a book to a newspaper, software programme, website or other printed material. It can also include passing off ideas, structure or theories as your own. Plagiarism may not, in itself, be illegal but it is seen as highly unethical. Plagiarism strays into the illegal when the material is copyrighted and you breach the copyright by copying or adapting materials.
So what is copyright?
The Copyright, Designs and Patents Act 1988 is the current UK copyright law. The idea behind this law is to protect the creators of literary, dramatic, musical and artistic works. The law allows these creators to control the way in which their material is used. Copyright happens when a person or an organisation (in this case your business) creates a work (let’s say for example a brochure). Copyright only applies if the work is original and you can been seen to have out in a degree of labour, skill or judgement (for example, you have had your team working on the technical content for this brochure). If you produce something when working for a company then the copyright is likely to belong to them. If you are a sole trader and write a brochure then you alone own the copyright. Freelancers often pass copyright over to the person who commissioned the work (as we do) or they may retain copyright and licence you to use it.
What is covered?
Content (of a website, book, brochure etc)
Logos (if they are unique and substantial)
What isn’t covered?
Ideas
Names
Short phrases
Colours
To find out more detailed information about the law relating to copyright look here http://www.opsi.gov.uk/acts/acts1988/Ukpga_19880048_en_1.htm#tcon
How do I protect myself and my work?
First of all you have to be sure you can prove you own the copyright - this is why it is vital that you keep back up, dated copies of materials you produce. Putting a copyright symbol on the materials you produce isn’t necessary but may help if someone decides to try and pilfer your work. Depending on how thorough you want to be you can also send a dated copy of your work to your solicitor or yourself by special delivery. The envelope should be dated on the front and remain sealed.
What happens when I discover someone has nicked my work?
The first course of action is to approach the person and ask them very nicely (yes, nicely) why they have used your material and if they will stop using it. If you have dated copies of your work it will be easy to prove you are the copyright owner. If all else fails you may need to get some legal advice and even go to court where (if found in your favour) the nice judge can stop the naughty copyright infringer by giving them an injunction or fine them. Either way they stop using your material and get a slap on the wrist.
What is the difference between a copywriter and copyright?
Just in case you are a bit confused. Copywriters with a ‘w’ write things such as brochures and websites. Copyright with an ‘r’ is the law. Glad we got that one cleared up…
And don’t think people won’t find out
It does happen in the business world with devastating consequences…
There was an amazing gaff made by William Swanson, the head of one of America’s largest defence firms. He had his annual pay rise taken back following accusations of plagiarism. The board at Raytheon cancelled his pay rise when it was discovered his management booklet included material from 1944 publication. It is estimated this may have cost Mr Swanson somewhere in the region of $1 million. Ouch.
So before you write that next piece of material for your business think carefully about where you have got your information from. If you do use another author’s then get permission and fully credit them. Plagiarism - it’s not big and it’s not clever.
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I’ve read a few copywriting books in my time. From supposed top tips (‘Just Stick the Word “Sell” into Everything’ by E. Ternal-Optimist) to rub-your-nose-in-it success stories (‘How I Became a Billionaire by Convincing You All to Buy My Book’ by I. M. Useless), there’s plenty of guff out there about how to be a good writer by people who aren’t actually good writers themselves.
But if you really want to understand and witness first-hand the engaging power of words in business, I recommend you pick up a book by John Simmons.
With a writing style that blends simplicity, imagination and humour, John strips business writing clean of jargon, clichés and bullshit – and in their place installs clarity, honesty and a refreshing dose of humanity.
In doing so, he demonstrates exactly how effective the right words can be – and how important they are in communicating with and successfully engaging customers, employees and stakeholders at all levels.
Most important of all, his creative, easy-to-read style reveals that business writing does not have to be dull – in fact, the more lively and interesting it is, the more effective it is likely to be.
One of my favourites of John’s books to date is part of his Great Brand Stories series – ‘Innocent: Building a Brand from Nothing But Fruit’. Innocent happens to be one of our best-loved brands here at All Words, for their a) wonderfully engaging copywriting style; b) understanding of the value of tone of voice in establishing and maintaining both a brand and company ethos – and c) lip-smackingly gorgeous blackberries, raspberries and boysenberries smoothies. Yum.
This book delves into the success of Innocent’s simplicity to reveal its more complex creativity – and along the way teaches us some important lessons about the often underestimated power of words.
It’s also what all decent books should be (although sadly so many are not) – entertaining.
Give it a go, and let us know what you think.
And if you like it, mine’s a cranberry and raspberry, thanks…
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We are forever blathering on about the power of words and we speak the truth! I’ve just finished reading Pies and Prejudice: In Search of the North by Stuart Maconie. One word in his book transported me back to my youth, landing me in my grandparent’s front room. That word was antimacassars.
No, it’s not the latest beauty product or anything to do with war torn countries. It is a small piece of cloth that is placed over the arms and backs of chairs and sofas to protect the fabric. I clearly remember these wonderful pieces of crocheted linen saving my nana’s settee from the brylcremmed hair of my granddad. In today’s throwaway society where you can pick up a new sofa for less than £100 the antimacassar has all but disappeared. The only place you tend to spot this rare breed will be on the 4.45 to
3 Responses to “When wagon wheels were the size of dinner plates…”
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admin Says:
May 1st, 2008 at 4:30 pmIce Magic! Do you remember that weird chocolate sauce that turned hard when you poured it onto ice-cream?
R
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budget wedding Says:
March 8th, 2010 at 12:02 pmA bit off topic perhaps, but I’m curious - which theme are you using? I especially love the sidebar style.
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All Words Says:
March 30th, 2010 at 11:19 amHi - thanks for the comment, it’s a bespoke all words theme done by http://www.mrleesimpson.co.uk/
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How do you communicate with your customers, employees, shareholders and the wider community?
Phone calls, emails, letters and face-to-face communications are your basic methods – but it doesn’t stop there. Websites, brochures, newsletters, blogs, press releases, press packs, business reports, stationery – the list might not be endless, but it’s certainly extensive.
Every channel of communication you have can shape peoples’ perception of you, for better or for worse. So, how do you ensure they work for you in a positive way?
- Identify gaps. Have you covered all bases? If you have a lovely glossy brochure, do you also have a website promoting the same image and message? Do you have press packs? What do you send out to potential clients who request company information?
- Stay consistent. Consistency helps you maintain a professional image. Communication guidelines may help. E.g. How do you refer to the Managing Director – is he is the MD, the Chief Executive, the CEO? If you’re not sure where to start, an established style guide may be useful, such as the Guardian Style Guide.
- Minimise jargon. Remember that many people you communicate with won’t necessarily understand the terms you use in your day-to-day business. E.g. If your company uses acronyms, identify when these should be used and when they may be inappropriate.
- Review and refresh. At least once a year, sit down and have a complete review of all communication materials and channels that you use, from websites to standard letters. What do they say about you? Are they working for you as well as they could? Is your company message relevant and consistent? What can be improved?
Above all, be crystal clear about what you want to say – and stick to it.
Want help improving your communications? Contact us for some professional advice.
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The Client
Casa Dolce Casa came to us via a recommendation from Alt Design.
The Commission
Casa Dolce Casa produces a directory of elite businesses, based mainly in the East Midlands. This stylish, 10-chapter directory is a handy reference tool for busy people who want hand-picked information on the best restaurants to eat at, best hotels to stay in and the most fabulous places to shop, darling.They needed light-hearted and engaging copy for an introduction to each of the 10 chapters.
The Process
1) Establish tone of voice. We consulted closely with Rosie from Casa Dolce Casa, to understand both her vision and who the end customers would be.2) Create test pieces These would set the tone for the whole directory.3) Write copy. We drafted each introduction for Rosie, allowing her time to absorb what we had written, before responding to feedback and creating second drafts, where necessary.4) Final proofing. We hate mistakes – they’re so not us.
The Result
Rosie was so happy with the introductory pieces she immediately commissioned us to write more copy for the businesses advertising in the directory. See the completed Casa Dolce Casa book online.
The Feedback
“Thank you for making it painless, pleasant and most of all hassle-free! I strongly recommend All Words to everyone interested in running a successful business!”Firuza Rosie Morris
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All words Ltd - Terms and Conditions
These terms and conditions relate to all and any agreement between us when you buy services from us.
1 SERVICES
(1) In this agreement the “Services” are those supplied as detailed on the Purchase Order.
(2) Services are provided to the best of our ability and based our personal experience, and on in some circumstances on information, facts and issues you provide. Any opinion, statement, recommendation or anything whatsoever shall not form a guarantee.
2 DEFINITIONS
“Purchase Order” means the document that you have agreed and signed which described the services we have agreed to supply and the price you will pay and will form part of these terms.
“Consumer” means anyone purchasing not in the course of a business. This agreement is not intended to affect a client’s statutory rights.
“Nominated Persons” means the people within your organisation who we will be dealing with. We will not be able to deal with anyone else unless we specifically agree in writing. The nominated persons are on the Purchase Order for this agreement. It is your responsibility to ensure that all contact details for all persons are accurate and up to date.
3 SUPPLY OF SERVICES
(1) Whilst we will use our reasonable endeavours to supply the agreed services, we shall not be responsible for any failure to provide services or any unavailability. In addition we make no warranty against electronic virus, worms or any other defect or loss of data or information, tampering or other problems, including any breach of confidentiality, which may occur as a result of any communication with us in any form. We will not be responsible for any loss or damage whatsoever caused resulting from a failure to provide or where a virus or any other defect or problem occurs as a result of any e-mail or document we send you or with any other form of communication with you.
(2) It is your responsibility to maintain a back-up of any information or data that you send to us. We will not be responsible for any losses or defects as in 3(1) above.
(3) If, during the supply of services we may make recommendations for other suppliers, this doesn’t form any endorsement or guarantee as to supply of services
(4) We reserve the right to suspend the services and to substitute a nominated person to undertake the agreed services where necessary. Where a substitution is made we will endeavour to ensure that the person has all relevant experience of providing the agreed services.
4 ABIDE BY TERMS
By making use of our organisation and its services you will be deemed to be aged 18 or over and that you have read and understood this agreement and agree to be bound by its terms and conditions. Where you are entering into an agreement on behalf of an organisation you confirm that you have the legal right to do so. You agree that the contact details (name, addresses, telephone numbers and e-mails etc) are current, valid and accurate.
5 PRICES AND PAYMENT
(1) Payment for all services must be made in full, by bank transfer or cheque within 7 days of the date of any invoice supplied. This includes any taxes due. You will have been deemed to have received any invoice if it is:
(a) Handed to you personally when you sign a copy invoice
(b) Hand-delivered to your address when you sign a copy invoice
(c) Sent to you by Royal Mail and we have proof of posting of the invoice.
(d) Faxed or emailed, in which either event a transmission log record will be retained by us.
(2) If you do not pay or there are any problems with your chosen method of payment then once you have ordered services you are still responsible for payment. If we do not receive payment then we will charge you 15% compound interest per annum until we receive full cleared payment.
(3) Where payment is a part of staged payments such as monthly, then late or non-payment will automatically mean that all work will stop until such time that full payment (including any accrued or extra payment) is made. No refunds will be made.
(4) Where payment is to be made on a monthly basis for support you are charged 1 month in advance. So, for example, on the 31st March you will pay for the services agreed in April.
(5) We reserve the right to increase prices for the services which arise because of an increase in the cost of price of products or other outside costs beyond our reasonable control. If we do, then we will give you at least 30 days notice in writing. If you are buying as a consumer then you may cancel this agreement at any time up until 14 days before the supply of services.
6 PAYMENT & PASSING OF RIGHTS
Subject to the other clauses contained in this agreement, where we have agreed you may use any information such template documents we may produce for you or any work which forms part of the services, these rights will not pass to you until we have received full payment for all the services supplied by us. This means that we will have a lien over any information. If you have not paid the invoice in full within 30 days from the date of the invoice you agree that you will forfeit your rights to the information.
7 ACCURACY & RESPONSIBILITY FOR INFORMATION AND DATA
(1) You confirm that any data, information, materials or documents passed to us have been checked by you as being accurate in fact and content and that any item you have provided us with does not breach any copyright, intellectual property or the rights of any third party, whatsoever in nature, and is not contrary to any law.
(2) You specifically agree that we have no liability and furthermore you will indemnify us for any loss relating to any actual or alleged breach of this clause.
8 RESPONSIBILITY AND MISUSE
(1) You agree that you will solely be responsible for your use of any services provided to you and that you will use the service legally and only for the purposes that it is intended to be used for.
(2) Furthermore you agree that you will not misuse the services supplied and that you will abide by any laws applicable to this agreement or the operation of it.
(3) You specifically agree that we have no liability and furthermore you will indemnify us for any loss resulting in any breach of this clause.
9 OUR ACCESS
(1) You agree that you will do nothing which could restrict or inhibit our access for any examination following complaint of any services supplied under this agreement.
(2) You will allow us full access to any existing information you may hold which relate to our provision of the services.
(3) You will provide to us all information, and documents and anything that we need in order to complete the provision of services within specified deadlines. We will not be held responsible in any way for your failure to do this.
10 COPYRIGHT & INTELLECTUAL PROPERTY
(1) You confirm that that you hold the full copyright and intellectual property rights of anything that you provide to us (e.g. information or documents) or that you have obtained the copyright or intellectual property owner’s permission to use it in this way
(2) You confirm that you understand that, subject to the other clauses contained in this agreement, particularly clause 6, you have the right or licence to use any template documents (particularly the format) that we produce for you that we retain the copyright and intellectual property rights in those templates and anything that is shared with you.
(3) In addition you confirm that you will not breach any copyright or intellectual property rights in so far as applicable to any materials, documents, information, provision of facts, content and anything whatsoever supplied to you or available from us.
(4) Subject to the other clauses contained in this agreement, particularly clause 6, upon satisfactory payment, copyright and intellectual property rights of the content, including the use of facts, or of any documents which we write the content of for you under this agreement (such as an advertising brochure) will pass to you. We will not use the exact format of those documents unless we have your express agreement in writing.
11 TIME ESTIMATE
We will use all our reasonable endeavours to complete any supply of services within any time estimate that we give. However, we will not be liable for any loss of damage suffered because of any unavoidable or reasonable delay in completion, including third party involvement and your failure to deliver items such as documents or information. We will keep you informed about any delay.
12 LIABILITY DISCLAIMER
(1) To the extent that the law allows we will not be held responsible for any loss, incidental or consequential damage, or loss arising out of the services and use (unauthorised or otherwise), errors, mistakes, accident, theft or fraud, destruction, or any part of the provision of services.
(2) In the unlikely event that we would be held liable for any losses occurring as a result of using/ failing to use the services or at all, then such total damages for any loss whatsoever shall be limited, in relation to any one incident or series of related incidents, to 100% of the amount paid by you in respect of the agreement under which you claim.
13 YOUR INFORMATION AND DATA PROTECTION
Generally
Any services we provide to you will be reliant on information provided by you, so you are responsible for ensuring that any information you provide is accurate, correct and up-to-date. Any information we hold (because of this agreement or otherwise) will be used to:
- Identify you when you contact us.
- Run our business efficiently.
- Help us make credit decisions (including credit checks), to prevent fraud or loss or to check identity.
- For marketing purposes we may share your information with organisations who are our business partners to contact you advising you about products and services if you have indicated that you agree to receive such information. If you do not want to receive this information, no further action is necessary. Nor is further action necessary if you have previously indicated to us that you do not want to receive such marketing material.
- To make sure that we follow your instructions correctly and to improve our service through training of our staff, we may monitor and record any communication between you and us.
14 CONFIDENTIALITY
Both of us, subject to the other clauses contained in this agreement, and particularly clause 3, agree that aspects of this agreement are confidential, including documents which form any part of the services and information obtained about each other, the organisations etc.
From time to time we use information about our existing clients as part of marketing campaigns. Your information will not be used in this way without your express agreement.
15 EXCLUSIVITY
You specifically agree that we have full and exclusive working rights within the terms of provision of this agreement and that you will not involve other parties without our specific agreement in writing.
16 ASSIGNMENT
(1) The rights given cannot be transferred, sold, rented or shared in any way by you and nobody else can benefit but you. A copy of this agreement will be admissible in the case of any dispute or in any proceedings.
(2) We reserve the right to assign and/ or sub-contract all or any part of the services but if we do this it will not affect your rights under this agreement.
17 CLIENT QUERIES / COMPLAINTS & NOTICES
(1) We aim to respond to any queries or complaints within 14 working days. Complaints must be addressed in writing to us at our usual address - see Purchase Order. If any complaint may amount to a breach of any term of this condition then you must allow us 30 days to remedy that breach.
(2) Any notices for either party must be in writing to the address which appear on the Purchase Order.
(3) Notices will be deemed to have been received on the 7th day after posting using Royal Mail 1st class service provided that a duly stamped proof of posting is obtained from Royal Mail.
18 INVALIDITY
Each clause or any part at all of this agreement is to be regarded as independent of the others. This means that should any clause or any part at all of this agreement be found to be unenforceable or invalid it will not affect the enforceability or validity of the rest of this agreement.
19 TERM, BREACH AND CANCELLATION
(1) This agreement is for the period of time we agreed that we will provide the services in OR the period as stated Purchase Order.
(2) We reserve the right to terminate this agreement
(a) Immediately if you breach any term of this agreement, including any third party user agreement, if applicable. You will not be entitled to any refund of unused services.
(b) By giving you 30 days notice. In these circumstances we will refund you for any unused services or pre-paid fees within 30 days of the service ceasing. However we will not be responsible for any liability whatsoever, including any claims, expenses and fees, relating to the notice period and service ceasing.
(3) If we do not act upon any breach immediately you should not assume that we have waived any rights as to enforceability or to seek redress, unless we have expressly stated that in writing.
(4) Other than any rights described in this agreement, you may terminate this agreement at any time giving us notice of 30 days. However, any monies due under this agreement must still be paid and we will not make any refund at all, including for any unused services or pre-paid fees
20 JURISDICTION
These Terms & Conditions shall be interpreted, construed and enforced in accordance with English law and shall be subject to the exclusive jurisdiction of the English Courts.
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“Love version 2, think it’s absolutely spot on – you’ve got the tone just right and the opening two paragraphs are much better – more informal but really get the message across” - Helen Rankin
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You’re here because you need help with written communications – and here are the areas I can help you with:
- Copywriting and editing
- Consultancy
- Training
Copywriting
If it’s pure words you’re after, this is the best place to start… Whether you’re selling a widget to the masses, or have a specific business service you want to promote, I can help:
- B2B and B2C – Advertising, Advertorials, Articles, Blogs, Books, Brochures, Case Studies, CVs, Covering Letters, Direct Mail, Email Campaigns, Employee Communications, Google Ads, Ghostwriting, Leaflets, Letters, Newsletters (and e-newsletters), Magazines (and e-zines), Press Releases, Profiles, Proposals, Prospectuses, Reports, SEO Copy and Web Copy.
- Agencies – Are you a creative, web or ad agency who needs an extra, expert pair of copywriting hands? I can work under your banner while offering my expertise in proposal writing, pitching and delivering creative commercial work.
Need help with words? Drop me a line.
Consultancy
Spend time with me face-to-face or on the phone, one-to-one, to gain in-depth support and consultation on the specific areas you need help with:
- Tone of voice/verbal identity – Consultation and/or creation
- Communications audit – Assessing and improving your existing marketing, advertising and other written communications
- Marketing support – From creative concepts to full campaign implementation
- External writing consultant – To work on large-scale projects
Want our expertise right by your side? Contact us.
Training
Whether you’re a budding business author looking for writing coaching help, or you need copywriting training for your marketing people, I can design bespoke training that fits you:
- Training – For marketing people, in-house copywriters and business owners
- One-to-one writing coach for authors – Specialising in business books for self-publication
To know more about writing training for your needs, contact me.
A little bit extra
We also handle those niggly bits that come with most projects – from managing the project using whizzy software, to research, editing and proofreading.
Prices
I don’t have swanky city centre offices, or a swarm of assistants. I have a standard day rate (£375), but if you have a project you need a price for, just give me a call (07823 880832) - we’ll have a chat about it and I’ll come back to you with a firm price.
I have a policy on fairness and transparency in my work, which means that I base all my quotes on what I believe to be a reasonable rate for the job. You’ll always know what you have to pay up-front – no nasty surprises for you and a price that reflects the amount of time and care that All Words dedicate to each job.
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I gained my proposals stripes writing long, unwieldy tender documents requiring incredibly detailed information - I was convinced one day I’d be asked for my inside leg measurement…
In comparison, creating proposals for companies who are interested in working with a All Words is a true pleasure.
Our conversion rate is almost 100% . No doubt many of you write proposals to win business, so here are a few of my gems of wisdom.
1. It’s not about you.
Don’t start with pages about your company - when it was founded, what brand of coffee you drink - it’s boring and irrelevant. Sum up your company and credentials in a couple of paragraphs at the end.
2. It’s still not about you.
Stand in your customer’s shoes, talk in their voice, reflect what you have heard them say. Offer solutions to problems that they have said they have, not simply what you think they need.
3. Don’t use standard proposals.
Each customer is individual and needs to feel special. Besides (and it will happen), if you copy and paste between proposals, you’ll forget to change the name, or leave in erroneous information. Not impressive!
4. Don’t call a proposal a proposal.
Think of something imaginative and interesting to the customer (usually a benefit). How about: ‘Increasing your profitability by cutting the cost of producing your widgets’.
5. Short is sweet.
This is not the time for a novel. Sure, you need to be thorough and offer a solution that answers all necessary questions – but keep it relevant and the language tight. Ditch jargon and avoid endless appendices, unless specifically requested.
6. Clear layout.
Make it easy to read, using headlines and bold to draw the eye to key points. This is the first impression a company may get of your business, so take your time.
7. Choose me!
Explain what makes you unique; what advantages you offer over the competition (for example, we don’t have swanky city centre offices, so can keep costs down). Pick things that will appeal to your customers e.g. if you know they like working with environmentally-friendly companies, tell them about your save the planet policy.
8. What’s the ROI?
If you can show the customer what they will get for their money, give them the ROI (Return on Investment), explain to them how the service you provide for £500 can land them one customer paying £10,000. Figures speak loudly, if you have them, use them. But don’t be tempted to make promises you can’t keep.
9. Remember your needs.
You wrote this proposal to win business, so remember to ask them to choose you. Make sure what you want is clear in the proposal, and in any other communications or presentations.
10. Deadlines.
If there is one, make sure you deliver on time; if you say you’ll send a proposal the next day, then do so. First impressions count.
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A copywriter is another word for a writer.
Whatever you need words for, from straplines to direct mail, reports and articles, web text and books - we write on a diverse range of topics, from power stations to design agencies, organic food to IT.
That’s what professional copywriters do - we’re verbal chameleons who are trained to adapt our skills to your needs. Here are just a few of the things we can do for you here at All Words…
- Put emotions into words
- Explain the hardest of subject matters
- Modify your content to suit a new audience
- Fill in information gaps
- Devise witty straplines, company names or direct mail campaigns
- Sell your services through brochures, websites and letters
- Write simple-but-stunning web copy that converts visitors into customers
Want to know more? Find out more about our services.
Here it is – the new website. We know you liked the old one but with the launch of All Words Ltd and your thirst for knowledge we wanted to give you a website which was packed full of resources and information. Apart from the regular stuff you are used to seeing – client work, testimonials and news – you can also get your hands on a raft of articles which will give you information on subjects such as the different services we offer, why you should use a copywriter, how to write proposals and much more. This section will be regularly updated and with a click of a button you can even bookmark this site.
One Response to “Ta-dah!”
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Greg Findley Says:
May 1st, 2008 at 9:38 amHi Nicola, liking the new site, caught a glimpse of it on the Studio86 site last week. Wordpress is the future!
Greg
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Many years ago, in a northern town called Preston, a girl called Nicola Cooper-Abbs popped out clutching a pencil and asking where the nearest library was. This was the start of a lifelong obsession with words. After gaining a journalism degree and extensive commercial experience in business and agency, I set up All Words in 2005. In 2008 I grew up (not too much) and became All Words Ltd. Then in 2009 I became a tutor with the Institute of Copywriting. When I get really busy Bill Hilton is waiting in the wings to help.
In 2009 Bill Hilton joined the All Words team as a consultant writer and editor. After a collecting a couple of degrees in English, he worked as teacher and session musician before starting to write professionally in 2004.
Since then, he’s written copy for more than 200 clients, from start-ups and SMEs to global organisations. The list includes Barclays, Which?, Johnson and Johnson, Channel 4, The Welsh Assembly Government, BNP Paribas and the National Childminding Association.Bill is also an associate editor of Business Matters magazine and the author of Working for Yourself: a Which? Essential Guide (with Mike Pywell, Which? Books 2007) and How To Really Play The Piano (Carrier Books, 2009).He lives in North Wales and likes walking up hills in heavy rain.
How I work
I believe that people should do what they are really good at. So I’ll meet you, listen to what your business needs and chat about what your customers want. Then you’ll get on with running your business while I do what I’m good at – creating straightforward, no-nonsense words for your business and marketing needs that work. Really work. Big time.
When you decide to work with All Words you don’t get farmed out to any old writer - you’ll work with Bill or Nicola, or a hand chosen writer or editor who precisely fits your needs. If you need more than one or two copywriters, have a tight deadline or a specialist requirement, we’ll can call on a hand picked team of specialist writers, journalists, editors, proofreaders, PR people and SEO writers.
Proud to be part of…
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I’m always happy to have a chat about copywriting or editing:
Phone: 0845 003 7183
Email: hello@allwords.co.uk
Mobile: 07823 880832
Or you can use our contact form below.
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“Thanks for the copy, have read it thro and it sounds fab! You’ve really inspired me with your words!!”
- Mark Murphy
Alexander James Recruitment
“Working with Nicola has been like a breath of fresh air. We have been working together to develop the marketing material for my new business venture and Nicola got the tone and overall feel just right. Not least because she knew how to draw out what I really wanted, when even I wasn’t sure what I wanted. Nicola has also been there to offer help and advice on the overall marketing strategy and individual projects making her more than simply my copywriter, she’s become an extension of my business.”
- Wendy Cradock
Fisher Audio Visual
“That leads me to thank both yourself and Rowena for your valued contribution to our new website. Your professionalism and eye to detail was very much appreciated.”
- Bryan Fisher
Self-Sale Ltd - The Complete Online Estate Agency
“Wow, they’re [sales letters] both excellent.”
- Steve Butt
Emperor Virtual Assistant
“I received fantastic support and sound advice the whole way through the process, and I am absolutely thrilled with end results. I will definitely be using All Words again for both my own work, and in supporting my clients. The whole experience has been a pleasure.”
- Trudy Spikesman
Nirvana Web Systems
“Well done for the huge achievement of generating all that content in such an unreasonable timescale, for which you and Rowena deserve gratitude, congratulations and payment.”
- Quentin Bailey
Cheeky Wipes
“Love version two, think it’s absolutely spot on – you’ve got the tone just right and the opening two paragraphs are much better – more informal but really get the message across. I especially like – actually I was going to put in a bit I especially like, but I like it all!”
- Helen Rankin
www.unitedmailsolutions.com
“A day ahead of schedule! Nicola you are brilliant!”
- Alice Cornell (Client Services Director)
Armchair Advice
“Nicola was commissioned to write the content for Armchair Advice and working with her has been a pleasure - she has delivered all that was promised and more within the agreed time frame. Nicola has not only provided us with well-written copy in the appropriate style and tone for Armchair Advice, she has also made a significant and valuable contribution to the direction and structure of the site. I would recommend her without reservation.”
- Greg Paine
Truly Ace
“Thanks again Nicola, I can’t express enough what a relief it is to have found someone that I can implicitly trust to deliver excellent quality work when they say they will, I have found your customer service excellent and recommend you at every opportunity!”
- Amanda Vlahakis
www.adam-eason.com
“Nicola’s work is exemplary. The work she has done for both my company and I has yielded results that leave me with no hesitation what so ever in seeking out her services again and recommending them to other people. She is exceptionally personable, works fast and conscientiously and delivers wonderfully.”
- Adam Eason
www.copingwithcalamities.com
“Thank you for your contribution to our ebook - so humorous. You were so quick to share and get on with it. I really appreciated your commitment and willingness. Thanks.”
- Sarah Fraser
Samten Consulting
“Nicola has been very helpful in updating the text and image of my website. Easy to work with and very supportive. I would have no problem in recommending her to others.”
- Keith Ryan
Click4assistance
“Nicola and Click4assistance have developed a real relationship. She has provided both web copy and brochures which fit the brief I set to the letter. She provides value for money every time.”
- Gary Martin
Language Coach
“Nicola has provided some of the copy for my website. Having never used a copywriter before I was a little unsure how the process would work but she took the time to talk me through each step and explain what I could expect. She has been supportive and professional at all times and I wouldn’t hesitate to use her again.”
- Anja Blahova
Aura Concepts
“Perfect! Absolutely perfect, thank you. You should do this for a living ;-)”
- Laura Turner
www.accountz.com
“I found Nicola really useful. I needed someone to help me with some messaging, and she came up with a plethora of useful phrases. Not only that, but I needed to wrap up the job I was doing within 48 hours…and, yes, it is done and dusted. Hooray. Many thanks Nicola.”
- Quentin Pain
www.smeguild.com
“All Words were supportive and friendly throughout our time working with them, their approach made us look at our marketing literature in a completely different way”
- Sarah Baldwin
Drake Wales
“I really like this! You have obviously done some effective research! I probably wouldn’t change a thing about this and it will be a great first issue for us.”
- Gary Joyce
Busy Girls Guide
“These are absolutely great, thank you so much. I love your style and think this will work really well on the site.”
- Lucy O’Neill
www.success-without-stress.com
“Nicola, is not only a lovely, open and kind person, she offers, executes and produces a level of excellence in her work for her clients. Nicola has just completed a project for one of my clients who has asked me to pass on how wonderfully delighted she is with the results Nicola has achieved for her. I highly recommend Nicola and her services, she makes your job easier and enhances not only her own, but also your service and reputation. Thank you Nicola, an excellent job done.”
- Diane Stafford
“Thank you so much for your perceptive and supportive editing. I’m going to have to get my head around a lot of it, but it’s been so useful.”
- Susie Heath
Oakley Maintenance
“Thanks for a very professional approach, excellent wording and speedy delivery.”
- Michael Lockton
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I work with all kinds of businesses, from small independent companies to large corporates, in the public and voluntary sectors and with design and advertising agencies. A good copywriter can tackle any subject, because it’s all about listening to what you want and giving your customers what they need.
You can find a list of some of my current and past clients below and links to work. Like to know what my clients think? See my testimonials.
If you’d like to see more samples of work, drop me a line and I’ll happily whizz some over to you. You can also see some in-depth case studies here.
Recent clients include:
121 Home Tutors
Tutoring company covering Manchester and Cheshire
Web copy and blog
Freshvue
Software company
Direct mail and web copy
Eastern Green
Innovative property development and regeneration company
Website copy
Afia
Tone of Voice Specialists
Work for their clients (big names but you’ll have to ask who cos it’s top secret!)
Penny On
Charity
Tone of voice, website copy, POS
Savvy Partnership
Marketing agency
Tone of voice and copywriting work both on and offline for their clients including Axon IT and Zeva.
Armchair Advice
Website for Advice on Redundancy
Web copy
I’ve also written about:
Universities, training, manufacturing, healthcare, nuclear industry, audio visual, law, business support, games, baby products, web, occupational psychology, fashion, design agenices, recruitment, accountancy, hypnotherapy, insurance and greetings cards (among many other topics).
And I’ve edited and helped produce fiction and non fiction books.
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Hello there,
All Words is the home of copywriter and editor Nicola Cooper-Abbs (and occasional helpers).
You’ve probably ended up here because you need a copywriter or editor, maybe one that’s based near Preston?
If you’d prefer not to read a whole page of waffle here’s what I do and how you can contact me.
If you’ve got a spare five minutes then grab a coffee and read on…
You’re probably here because you need words for something - maybe an article, a book, some seo copy for a website, content for a brochure, direct mail, blog or a creative advertising concept that will stop people in their tracks.
There are loads of copywriters out there, what makes All Words so special?
I’ve spent the last 9 years writing copy, not just content to stuff brochures with but creatively crafted words that evoke emotions and make people buy.
I don’t just churn out copy - I’ll ask you questions and make sure we get to the bottom of what will work for your business, saves us both time and you lots of money.
I might be creative but I’m also organised with a good business head and know about lots of different kinds of businesses - including working with design and website agencies, social media and publishers.
Looking for something specific?
Finding the right copywriter for your project is often about tracking down someone with the right set of skills. Chances are I’ve probably written about it but I specialise in:
- Helping companies find their voice (how to speak to their customers in an approachable and human way).
- Taking complicated and longwinded text and making it clearer and more concise, on paper and on websites.
- Writing for the parenting market.
Sound like we might be a good match? Contact me to find out how I can use words to help you.
“Easy reading is damn hard writing” - Nathaniel Hawthorne*
*and he knows what he’s talking about, American novelist and short story writer, born in 1804, wrote a lot about inherent evil and the sin of humanity, which sounds rather gloomy. Poor chap.
One Response to “Home”
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Any copywriters..? Says:
November 23rd, 2010 at 10:39 pm[…] much copywriting work she takes on, would be worth asking though. I’ve also used a company called AllWords, Nicola & Co, and have always been very impressed with their stuff, been meaning to contact her […]
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Website Design by Studio Eighty Six
May 17th, 2012 at 11:04 am
You have so much knowledge about this issue, and so much passion. You also know how to make people rally behind it, obviously from the responses.
May 18th, 2012 at 1:45 am
I LOVE that staircase!! This sounding more and more like an epic girls’ trip…