Close the blinds, take the phone off the hook and shut your door – what I am about to tell you will revolutionise your business.

Time is one of the most precious commodities of the modern day. It is the one thing many of us never seem to have enough of.

As a copywriter, I am constantly asked what exactly it is that I do. I could go on and on about writing web copy, press releases, newsletters, sales letters, reviews, brochures…..dozed off yet? Exactly, it’s not the most glamorous job in the world.

Instead I tell people that as a copywriter I do far more than sell and put interesting and entertaining words on to paper or screen. By far the most important aspect of my profession is that I save you time.

Whether you run your own business or work for someone else, you know how important time is. There just never seem to be enough minutes in the day to get everything done. Shall I tell you why? Perhaps you are trying to do too much.

Most business people are perfectly capable of writing their own copy. But as your business becomes more successful you have less time. This is why you hire people to help you. After all, the key to success is to surround yourself with people smarter than you in their field of expertise. Your time is precious and you need to use it effectively within your business.

To see your business flourish you need to let go of some of the work. Yes, you would be giving up some control but only to generate and explore new ideas. A copywriter will help you with that. Not only will they write cracking copy, they can also use their creativity to help devise new and innovative ideas.

Copywriting is a highly specialised area which demands specific skills, knowledge and a certain type of personality and therefore it is a position you would want to fill from outside your company. A professional freelance copywriter will bring fresh ideas to your business and will create vibrant copy that will get your company noticed. Don’t get bogged down searching for one with extensive experience within your particular industry sector – ignorance is often the most valuable commodity a copywriter can bring. Their writing will not be dull and lifeless or a regurgitation of your industry norm.

Copywriting isn’t and should not be thought of as another expense. It is an investment. Put your resources into this aspect of your business and you’ll reap the rewards – your time and your company’s revenue will soar.

Sally Ormond

Freelance Copywriter

Do we need a code of conduct for writing blogs?

According to DLA Piper, only 5% of Internet users know the legal rights and wrongs of posting online. It also found that 77% of bloggers were unaware of the law surrounding publication and journalism.

The same study found that 42% of Internet users believe that bloggers should be made to follow the same legal standards as journalists. 46% like the idea of a voluntary code of conduct. Bloggers however, don’t agree, only 32% support the idea with 34% directly opposed.

According to a spokesman from DLA Piper, there is potential for bloggers to end up in court. Beyond defamation and employment law, there are plenty of other issues which bloggers could trip up on. Issues such as, but not limited to: Libel, Contempt of court, the Telecommunications act, Protection from harassment act, even the anti-terrorist legislation.

Given that nobody reads website Terms and Conditions (and many still do not have them!) wouldn’t a code of conduct be pointless? Essentially, a code of conduct is not a set of laws, followers of this conduct will however protect themselves against some potential legal surprises if UK companies and individuals do decide to clamp down. A court may even look more favourably on them for following the voluntary code if the matter does reach a court.

Who would sign up for a voluntary code of conduct? Would it be those who are already careful in what they publish? or would it be the trouble makers inspiring this discussion in the first place?

It is a well known fact (apparently) that men think about sex every six seconds. So next time the guy next to you on the train, plane, tube or bus has a misty look in his eyes you can be pretty sure what he is thinking about.

From a copywriter’s point of view this is a bit of a pain because if you write a sales letter that takes 5 minutes to read, your carefully crafted sales pitch is interrupted 50 times. To be honest, whether the statistic is true or not is neither here nor there – the point is that when someone picks up your sales letter your reader is more than likely focusing on something else other than your sales message.

A good sales writer will know their product intimately and will be able to write about it convincingly. Fantastic, but how does that help with the wondering mind problem? It doesn’t, but it does highlight that to be a great sales writer you have to know your reader intimately too. No, I am not saying that you should dash out and romance every member of your target audience. You’d be far too knackered to write anything but you should be able to understand their idiosyncrasies, their motivations, their innermost fears and desires.

Before you even start writing you should build a psychological profile of your reader, for example:

• What sex are they?
• How old are they?
• What do they want more of in their lives?
• How do others see them?
• Are they head or heart people?

By doing this you will find it easier to write copy that speaks directly to them in a way they’ll find difficult to ignore. Admittedly in some cases their own inner thoughts will still be more appealing but hopefully it will grab the attention of most and get your message across.

In a nut shell, if you do the leg work you’ll reap the rewards with a masterly piece of sales writing that will grab hold of your prospects by the collar and shake them – figuratively speaking of course.

Sally Ormond

Freelance Copywriter

Let me take your business to new heights by making every word count.

Twitter, the popular social networking applet which allows users to answer ‘What are you doing now?’ in 140 characters or less has stopped sending SMS messages to UK users. Unable to find a mobile partner to offer better rates, they have been forced with escalating costs to stop the service all together. Twitter already capped the messages at 250 per month, but this still costs around £500 per user per year outside the US, India and Canada.

The following alternatives are available:

• m.twitter.com works on browser-enabled phones
• m.slandr.net works on browser-enabled phones
• TwitterMail works on email-enabled phones
• Cellity works on java-enabled phones
• TwitterBerry works on BlackBerry brand phones
• Twitterific works on iPhones

In the meantime, you can still update your twitter status by sending an SMS to +44 7624 801 423 as many times as your credit will allow.

Do you know the head of any mobile network in the UK? If they are interested in becoming a saviour, and gain plenty of extra publicity, put them in touch with Twitter to get things moving again!

Twitter is used by a number of companies wishing to keep in touch with each other, one SMS to the system will forward out to all ‘followers’ keeping each other up to date with what’s going on. Business collaborations have also been using it to keep the teams updated with current developments, and Joe Public to keep in touch with friends. We’ve yet to see any paid advertising on the platform, but the potential revenue for this would be immense, especially if the SMS service could be resumed.

Besides keeping in contact with other users, strengthening relationships and promoting themselves and their brand, users can also use Twitter to keep up to date with BBC News, what’s going on in the Big Brother house and even London Underground service updates. Twitter can be used to update status’ on several other platforms like Ecademy, Facebook and can be set to update automatically using other APIs, RSS feeds from blogs etc.

With IT taking on more roles in our finances, security is getting tighter and pushing the world’s best hackers into higher sophistication. If a virus on a single school computer is a small rash, then a DNS attack like those on presently is the HIV of the internet. According to Kaminsky 52% of DNS servers are still at risk.

A website doesn’t really have a name, facebook isn’t really at facebook.com, it’s really at  69.63.178.11, Zakomedia.com is at 79.170.40.33

These numbers (known as IP) make no sense to a human, could you imagine it printed on your business card? The domain name was born. If your house were a website, it’s longitudal and latitudal coordinates would be the IP address and the domain name would be your postal address.

So when you type ‘facebook.com’ into the address bar, your computer sends this request to your ISP’s DNS. (In my case, Virgin Media) Virgin’s DNS server has a list and checks facebook in this list to determine it’s IP. If it can’t find it, it forwards the request to the next nearest DNS and this can go on. Eventually they will come back with the correct IP and send you to the correct website.

The security flaw affects just over 1/2 of these DNS servers and would enable someone to add a false IP to a name. This means a request to ‘www.natwest.com’ could give a false IP reading and send you to another site made up to look like the original and ask you to log in with your bank details… www.natwest.com would still appear in the address bar and you would be none the wiser until every penny was drained from your account to an unnamed Swiss account holder.

The truth is that DNS owners have known about this problem for about 2 weeks and many have still done nothing about them! This puts us, the consumers at a serious risk! 52% of the world could be lead to the wrong banking site to input their details… that’s not a gamble I’m willing to take!

So without trying to scaremonger, there is a way of testing whether or not you are likely to be affected. Go to http://www.doxpara.com/ and use the ‘Check DNS’ button on the right. Ignore the messages below, but read the text which appears. It doesn’t say you ARE affected, it simply tells you if your local DNS is at risk or patched to avoid this threat. If it is at risk, avoid sending sensitive data online. (i.e. banks, logins etc.) Reading the news, weather, and checking mail with outlook or outlook express should be fine. You can resume normal activity when a new test confirms you are ok. If you’re DNS comes out with the message:

xx.xx.xx.xx has other protections above and beyond port randomization against the recently discovered DNS flaws. There is no reason to be concerned about the results seen below.

Then you can be happy and relax in the knowledge that your ISP (whether it’s BT, AOL, Virgin etc) has it’s customers in mind and is keeping you secure.