Posts Tagged ‘Triple M Copywriting’

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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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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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Using Quotes in Copywriting

December 20th, 2011

When I use the word ‘quote’ in this context, I have a vivid recolection of my English teacher expounding in a forthright voice “Quotations, girls! Quotes are what electricians and plumbers give you”.
If ever there was an example of language evolving, here is one, as the shorter word “quotes” is now acceptable.

Three Reasons to Use Quotes

To give your copywriting a lift and add colour, the inclusion of a short quote can have a powerful effect.

  1. By incorporating some humour, the whole of the text can be made more interesting, especially when included (with caution) at the end of a complex passage, for example in a training manual.
  2. Inspirational quotes can summarise a point and give it depth.
  3. Quotes can give the reader cause to return if they want to memorise them and reuse them.

It’s Almost Christmas!

As we’re well into December, a few humourous Santa and Christmas quotes would be relevant. Relevance is key. If the pearls of wisdom or the amusing moment are not connected to the rest of the words, they become a distraction from the point you are making and as I have commented previously, sticking to the point is imperative.

Here’s some of my favourites.

“Santa Claus has the right idea – visit people only once a year.” ~Victor Borge

“I once bought my kids a set of batteries for Christmas with a note on it saying, toys not include.” ~ Bernard Manning

“No matter how carefully you stored the lights last year, they will be snarled again this Christmas.” ~Robert Kirby

“Handmade presents are scary because they reveal that you have too much free time.” ~ Doug Coupland

For my favourite quote, ‘like’ the Triple M Copywriting Facebook page and you’ll see it there.

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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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Good Call! Part 3

April 28th, 2011

Calls to action are one of the most important parts of any copy. This post will give you some more tips to improve the calls to action on your website.

So often, I see websites or even adverts which are quite engaging, but don’t let me know what my next move should be. You have to tell your reader what to do next. That’s not meant to sound patronising; it’s what people expect.

Simply assuming the reader will navigate back to your main menu to find the contact us page is not adequate. Eliminating additional clicks is one way of keeping your prospect on your page. If they have to work out how to get in touch, they won’t bother and then you’ve lost them.

Scatter calls to action throughout your copy. The first one should be as close to the beginning as possible without detracting from the message.

In Good Call Part I, I talked about pitfalls to avoid and Good Call Part II gaves some ideas for formulating calls to action.

Tip
Keep the words to a minimum by avoiding including the works ‘click here’. It is fair to assume that web users know that copy which is blue is a hyperlink. (Don’t use blue font for all your text – it makes it harder to read too).

So… Visit Triple M Copywriting’s website to find out more … is less words and reads better than…
Click here to visit the Triple M Copywriting website and find out more.

Also… if you optimise your links for SEO, it helps with your page rankings. Looking at the examples above, ‘click here’ is not a key phrase, but ‘Triple M Copywriting‘ is.

That’s it for now. Keep coming back for more copywriting secrets.

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Copywriting Explained in Just 10 Words

January 26th, 2011

In my last post, I summarised Triple M Copywriting in 30 words and suggested you do the same for your business.

Just as a chef reduces the sauce to intensify the flavour, I am going to ask you to concentrate your mind and take this exercise a step further. Try to explain your business writing around only ten words (not including your business name in the word count).

For my Leeds based copywriting business, I have come up with a couple of short lines.

“Triple M Copywriting: Creates distinctive words to explain why customers need you”

or alternatively

“Triple M Copywriting: Providing words with impact to gain and retain customers”

Have a go at this yourself. It’s not always that easy to use just a few words to get your message across, but the fewer words you include, the greater the impact. If  your use keywords for SEO purposes in the description, all the better. Of course, if you get stuck stringing the right words together, you can always contact an expert who can help you with the copywriting.

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Less is More – Especially When Copywriting

November 30th, 2010

It’s very easy to fall into the trap of writing too much, or going off topic. This post is going to be a short one, with a simple message.

At a recent meeting, one of the speakers, Steve Kennell of Digital Junkie reminded the audience to keep websites trim and review whether all your pages are necessary.

This is also the case when writing blogs and other marketing material, including offline copy such as brochures and advertisments. Too many words can result in losing the message (and the customer). So keep it concise, sticking to the objective set for the piece. Communicating your theme in just a few words which make sense is a skill.

It’s been on my ‘to do’ list for a while, so this came as a welcome nudge to me to review the Triple M Copywriting website. Take a quick look at it and see for yourself whether you think I’ve trimmed it or not yet.

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Five Vital Bricks Needed for Building a New Website

November 16th, 2010

Just as you wouldn’t put the electrical wiring into a new house after you’ve plastered, when setting up a new website, plan how the different functions work together before you start. All too often, I’ve seen clients get partway through the process and find they’re stuck with something they wish they could change.

So I’ve compiled a copywriter’s 5 point check list to refer to.

1. Design.
Your web visitor forms an impression in as little as 0.2 seconds, so having a visually attractive website is important. When you choose a designer, consider whether they have the expertise to provide the other services or how they will get along with the rest of your team.

2.  Function
Although I’ve put design first, function is really the top of the tree. Plan ahead here. Ask yourself what your objectives are now and for the  future. Your website will evolve as your company grows, so you ensure that you don’t shut down your options. Spend some time working out a map on paper. You can amend the copy and the SEO elements later especially if you have access to the CMS (see pnt 5), but the design and function are harder to change.

Having said that, decide on the minimum you need to launch the website.  Add bits on later. If you’re too ambitious, your website may never get off the ground. Going back to the house building analogy, you might want to add a conservatory in the future, so planning where the door is going, the TV and electrical cabling and so on, will make the extension simpler and less costly.

3. Copy
Once the visitor had been attracted by the design, it’s the job of copy to keep them and move them along to the next stage. Copywriting is underated. Some people do a great job, but others make basic mistakes, like leaving out contact details.

If you can write the content yourself, that’s great. But please be honest. You’re probably investing quite a lot into the rest of the website, so don’t let yourself down when it comes to the text. Talk to a very approachable copywriter who enjoys working on a multitude of projects.

4. SEO
Search Engine Optimisation. The goal posts for being found on search engines are constantly changing. If your designer is offeringing this service, make sure they are up to date. The techy side of your website should incorporate SEO, but once it’s live, you have to keep it up to maintain high page ranking.

5. Content Management System
or CMS. Once your contracted designer hands over to you, they won’t want to spend time making minor amendments to the text so you need access to change the content and update SEO. I can’t emphasise enough; include the CMS as part of your initial brief, as it’s complicated and expensive adding it on later.

Happy web developing!

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Press Releases and Articles – What’s the Difference?

November 8th, 2010

“Semantics” someone says.

“Absolutely not!” I respond.

Let me explain briefly. Press releases and articles are two very different things, useful for varying situations.

Press Releases are sent out to various media to inform the reader – be that an editor, correspondent or end user – of a specific event. This may be a new product launch, exhibition, appointment of a member of the board, to suggest just a few examples. Writing is factual and formulaic.

A press release has a quantifiable objective, which is to gain the attention of the recipient. In the case of the editor or correspondent, the aim is to get the story published in their newspapaer, magazine or online information pages. When it is released directly to the public, the writer often wants the reader to take action, for example, attend an event.

An Article, on the other hand is more like, well, er, the finished article. It is often more descriptive and whilst the facts must be correct, will probably include personal experiences and anecdotes to make it a captivating  read. Inclusion of idioms and emotions may be relevant and the word count could run into the hundreds.  Here, the author is sharing the experience in an interesting way.

When choosing whether to write an article or a press release, you should consider whether the editor has initiated the piece or if you are trying to catch his/her eye.  Also be aware of the format expected for a press release. If you need any help, contact Michelle at Triple M Copywriting.

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