Posts Tagged ‘Copywriter Yorkshire’

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Adding Value With Good Copywriting

February 15th, 2012

You’re nearly there.

The design for your new brochure is complete or the site functionality of your new website has just been tested.

Now what?

Now the copywriting.

Why?

Let;s face it, it’s the words which add value.  What’s the point of investing in fabulous photography or SEO which puts your website on the first page of search, when the words let you down?

Put it in a more positive way – what do you consider to be the value of each customer who sends an email or picks up the phone to you? Multiply that by however many prospects you’d like to take action, then you get an idea of what good copy is worth to your business.

Decide Whether to Write it Yourself
- Or Delegate

It happens so often, that the website is left incomplete or the mailing has been set up but isn’t sent, because it needs the right words.
If you know how to write it well yourself, make sure you allocate enough of your time to put your message over effectively.

If not, call a copywriter, like this one based in Leeds, West Yorkshire (who works for anyone in the UK). Either way, don’t miss out on an opportunity to talk to your contacts; get it done!

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Posted in General, Offline Copywriting, SEO Copywriting

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Not All Deals Are Good

February 8th, 2012

If you’re anything like me, you’ll be keen to see the back of Groupon.

Read on and I will tell you about a new service which competes with Groupon fairly.

Granted as far as Groupon is concerned, it’s ‘caveat emptor’ – buyer beware – and the retailers should do their sums before dealing with this organisation. But I think it’s fair to say that not everyone is marketing savvy. Believe me, with my copywriting hat on, I see plenty of business owners who have limited marketing experience.

I’m guessing it’s these people that Groupon often reins in. The deals may be great for the consumer and for Groupon, but for the product or service provider, they are often crippling. I’ve heard of one retailer earning less than 10% of their usual fee by the time Groupon has taken their cut.

Now there’s a new service, which has just been launched in the UK called GBDeals. The web designer involved is based in Leeds but it’s nationwide, not just a service in Yorkshire.

The advantages;

  • GBDeals reportedly takes a cut of around 10%, leaving the provider with the majority.
  • It’s UK based so the money it does earn is subject to the UK tax system, not the US
  • The service should help UK based companies to thrive in a competitive market place.

For this new UK venture to be a success, we need to use it as consumers and as service provider. It’s up to us to make it work.

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Posted in Diary Of a Copywriter, General

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Copywriting Within a Team

January 24th, 2012

Include the Copywriter at the Start of the Project

For some reason, copywriting often gets overlooked until the client realises towards the end of the project that they are not sure how to convey their message in words. Text can be added at any stage of development but do consider thinking about the wording earlier rather than later.

Including copywriting services during the planning stages has a mulitude of advantages such as;

  • The project is a complete entity, rather than having the writing fixed in at the end.
  • Launching a brochure or website within deadline is more realistic if the copy, design and technical stages are developed simultaneously.
  • If local, the copywriter can meet up with the rest of the team. I am based in Leeds and frequently travel all around Yorkshire.
  • Keeping to the budget is easier if the copywriter is employed at the start, rather than an additional element later on.

With this in mind, I have started working with a designer/photographer with a view to propose ways forward for complete projects at inception.

Winning Formula for Clients

As I am a freelance copywriter and the designer is also independent, ‘my team’ minimised the overheads and eliminates expensive agency fees.

Working with printers and webdesigners completes the picture. For SEO purposes, working as a team greatly aids inclusion of relevant keywords.

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Posted in General, Offline Copywriting, SEO Copywriting

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Short Catchy Straplines

January 19th, 2012

Your Business in 30 … 10 … 3

Previously, I wrote about summarising your business in 30 words, giving the example of my Leeds based copywriting services. Then I showed you how to hone it down to just 10. Even for a copywriter, it’s a worthwhile exercise, to make you focus on what you actually do. A strap line is a catchy hook, which memorably describes your business in just three to six words.

Get it right and a small thing like strapline can greatly enhance your business.

See how some well know companies get you to remember who they are and what they do.

Take the Strapline Quiz

Test your knowledge of these well know three word strap lines. It’s probably the easiest quiz you’ll do this year, which emphasises the positive effect of a well chosen strapline.

  1. Every little helps
  2. I’m lovin’ it
  3. We try harder
  4. Finger lickin’ good
  5. Just do it
  6. Vorsprung Durch Technik (How good is that? Most of us don’t even know what it means!)
  7. Snap, Crackle, Pop!
  8. Sense and Simplicity
  9. Always low prices
  10. Believe in better

One Step Better

Not another three word strapline, but a thought about how to create an even better strapline; include the company name:

  • The Future’s Bright, the future’s Orange
  • Maybe she’s born with it, Maybe it’s Maybelline
  • Beanz Meanz Heinz
  • It’s a Skoda, Honest
  • Happiness is a cigar called Hamlet.

Two Steps Better

This company even has the brand name in the strapline twice:

  • Cats like Felix, like Felix

7 Tips for Creating a Great Strapline

    1. Keep it short. Make it catchy.
      Between three to six words seems most effective. Triple M Copywriting’s strapline is “Making Every Word Count”. You are very welcome to comment on how appropriate you think this is, while noting it is made up of four words.
    2. Think about the audience.
      Your choice of words for a mature target group is different to a bunch of teenagers.
    3. Make it relevant and make it memorable.
      If you can use a play on words, or re-write a well known idiom, the chances of it being recollected are much higher.
    4. Don’t ..
      fall into the trap of using cliches. “New Year, New Car” or “New Part, Same Old Service” or “Committed to Serving You”. They are boring and lazy, so they don’t sell you in a unique light.
    5. Test It
      Remember, you may love it, but your customers and employees may not. Create a list of potential phrases and ask people what they think of them. Be honest with yourself. If it’s not going to work, let go of it.
    6. Check it out
      I recently thought of an amazing play-on-words, three-word-strapline for a client. Then I thought, if it seems too good to be true, it probably is. When I tested it to see if it was already being used, sure enough, someone else had come up with it already. Disappointing, but not worth litigation.
    7. If you are still not sure what will work or want an independent list of fresh ideas – Ask a copywriter!

I’m going to end with a couple of questions. Are you happy that your current strapline superbly represents your company? If you’re not, what are you going to do about it?

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Posted in Copywriting Tips, General, Offline Copywriting, SEO Copywriting

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Emotional Intellegence as an Integral Part of Copywriting

November 25th, 2011

This week, I recommended a book; ‘Working with Emotional Intellegence’ by Daniel Goleman. (Thank you, Richard Norman – Brand Yorkshire).

It makes very interesting reading for anyone who wants to improve their business performance. The nub of the narrative is that extreme traditional intellegence is not the key criteria for success. Various elements of emotional intellegence include empathy, self discipline and motivation and it is the ability to apply these which enables individuals to shine.

As a copywriter, part of me feels that this is stating the obvious. Perhaps this is something I do naturally. Sometimes I talk to people who completely lack empathy, unable to see the point of their products from the customers viewpoint. I take pride in spending time communicating with my clients to understand the nature of their business, which in turn enables creation of copy reflecting the individuality of their organisation.

As I read on, I’m hoping to learn more ways of utilising emotional intellegence to improve my copywriting and my service. I strongly recommend this read to you too. Let me know what you think of it!

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Use Yorkshire and Other Local Terms for Search

November 10th, 2011

Raising the profile of a company nationally and even internationally can bring new business, but have you exhausted your customer base locally?

The majority of my copywriting clients – although not all – are from Yorkshire. This reduces costs of meeting them, which is sometimes not possible if they are too far away. I find face to face meetings much more personable than over the phone, which does help with understanding the businesses I am writing about.

A new discussion on Brand Yorkshire’s linked in group on the value of the use of the word Yorkshire brought generally positive response to the concept of using a local area to attract clients.

To add a new dimension to using place names, Google now helps with targetting locally. SEO companies such as Need More Clicks offer services to make the most of this opportunity.

That’s not to say that if your company is outside Yorkshire, I don’t want to hear from you. I do provide copywriting services for anyone in the UK!

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Posted in Copywriting Tips, General, SEO Copywriting

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You and Triple M Copywriting’s New Newsletter

July 7th, 2011

An email newsletter is a great addition to your online strategy. Get it designed properly and you’ve just created a whole lot of potential new links. That means both new connections (real people) and for SEO rankings.

Consider the advantages of a newsletter for you and your business/charity;

  • You can keep in touch with all the people you’ve met during the course of your business day and at networking
  • You don’t have to wait for them to contact you… you go straight into their inbox
  • It’s greener than posting a mailing
  • Once it’s set up, it is so much cheaper than advertising
  • You can let your existing and future customers know about offers on your products
  • Readers can gain valuable updates into your industry, which may impact on theirs
  • I could go on and on….

Whoever you choose to host the emailing service, make sure they fulfil the legal requirements. Find out what these are by contacting either myself or Mail Magic, who provide the email marketing service for Triple M Copywriting

All that’s left to say is “Hurray, I’ve done it. It’s finally a reality. My first email newsletter is about to sent out.”

If you want to subscribe to it, drop me an email or keep coming back because I’m planning on creating a subscribe box on this website.

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Posted in Diary Of a Copywriter, General, SEO Copywriting, The Green Copywriter

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8 Practical Tips For Writing for a Poster

June 27th, 2011

If you are exhibiting at a conference, you’ll want to create eyecatching posters for your stand. Or you may need a roll poster to promote your business when making a presentation. For both, the same rules apply.

I recently worked on a set of posters for the Yorkshire Mafia Conference in Leeds, promoting five businesses, including Triple M Copywriting. This got me thinking that it could be useful to share the process with you.

In short, you want your message to be seen and to communicate positively with the reader.
Keep it brief, choosing just one key theme you want the reader to take with them.

Here’s a check list for creating a poster with impact.

  1. Design and copy should compliment each other
  2. Incorporate the company’s branding to aid future recognition/recall
  3. Keep it simple – avoid making it look busy and cluttered
  4. Less is more; Stick to the point with the copywriting
  5. Use a font with large inner spaces (letters like o and d) such as Ariel, Verdana, Georgia and Helvetica
  6. For titles, sans serif is ok, but for body copy use a font with a serif.
  7. Text should be 24 point min, 36 for titles – at least 5cm tall; Readers should be able to see titles upto 6 metres away and body copy 3 metres away.
  8. Include the company’s contact details. If the stand is busy, delegates may decide to get in touch by phone or email later – make this easy for them.

That’s it – my top eight tips for writing a poster. If you want someone to help you out, call me for a chat.

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Does Your Website Copy Fulfil the New ASA Criteria?

March 17th, 2011

From March 1st, 2011 the ASA (Advertising Standard Authority) has juristiction over web copy and and online advertising for the first time.

If your website does not comply with the new rules, the ASA has the authority to ‘name and shame’ and even fine companies who do not adhere to the regulations. Their main aim is to ensure that marketing is legal, decent, honest and truthful, so when you’re writing online, if you have this in mind, the chances are you will be fine.

At the time of writing this post, no companies have been listed as non complying digital advertisers. There is much discussion as to which online offerings constitute advertising and with many companies writing copy for a mulitide of digital outlets, the rules are yet to be tested.

Following these new rules, is just another thing to take into account, while writing with SEO in mind and creating an objective for your copy . I for one am keeping upto date with developments, so you can save yourself sometime by asking me for the latest interpretation of the rules.

You can find out more on the ASA website or call me for an informal chat about reviewing the copywriting in your online marketing so that it falls within the Code of Practice.

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Leeds Copywriter at Yorkshire Mafia Conference

March 10th, 2011

You can find me, the Leeds Copywriter

at The Yorkshire Mafia Conference

It’s at The Royal Armouries, Leeds          15th March 2011  9am – 4.30pm

Stand 57 – The Business and Profit Improvement Group

Come and see me on the stand of this prestigious yet FREE event.
The Yorkshire Mafia conference could be the most important expo you attend this year. As well as a variety of exhibitors, there are also worthwhile seminars you can attend. Make sure you book today.

The Business and Profit Improvement Group, who are on Stand 57, comprises five of Yorkshire’s most effective business support service professionals. We aim to help develop both established and new businesses throughout the region. Each member of the Group offers professional expertise in different areas of business proficiency. Here’s how what we do can help your business…

Bringing Business to Life
The group was organised by Keith Williams, entrerpeneur, successful business professional, mentor and coach. He shares the lessons and secrets of his 37 years of experience with other entreprenuers, owners and managers.
Keith@keith-willliams.co.uk     01977 619 998

Triple M Copywriting …that’s me!
Michelle Marks creates distinctive words to inform you customers why they need you. Michelle is an experienced marketing manager who knows the precise words to make prospective clients take notice.
michelle@tripleMcopywriting.co.uk 0113 289 2208

Benchmark Marketing
For more than 20 years, owner of Benchmark, Margaret Hartley has been working with Yorkshire businesses, creating sales and training professionals.
margaret@benchmark-marketing.co.uk      07803 022423

Outside in Management Ltd
Headed by Peter Cruikshanks, qualified engineer and chartered accountant with many years experience of managing organisations of all sizes.
Through systemisation, Outside in Management helps businesses to increase productivity and staff engagement while reducing lead times and waste
peter@outsideinmanagement.co.uk    07790 615120

Saxton Partners – Executive Coaching
Saxtons has delivered Executive Coaching with specific results and a ‘money back guarantee’ for over a decade. It works with management teams who need to be emotionally resiliant, whatever the challenge.
helen@saxtonpartners.co.uk    0845 257 0036

I look forward to seeing you there on the day.

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Posted in Diary Of a Copywriter, General, Offline Copywriting, SEO Copywriting

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