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.

This article will hopefully clear up some misconceptions about copywriting. Basically it is sales writing – that’s it in a nut shell. It is primarily about selling, the actual writing is almost secondary. Below are some key ideas that you should always keep in mind when writing.

It’s not about you 

Sorry, but as a writer you come at the back of the queue. You must focus on the reader; it is them that will be doing the buying. What are they like? Are they male or female? What is their age group? What are their likes and dislikes? These are the questions you need to think about. Take an interest in them, find out what makes them tick.

All good things come in small packages 

That’s what my mum always told me and she wasn’t wrong. Many people seem to be under the misconception that sales writing, in any form, has to be impressively high-brow, be full of ridiculously long and complicated words and sentences. Well it doesn’t and in fact, shouldn’t.  Keep it simple. It doesn’t matter who you are writing for or how educated they may be; your audience will be turned off if they are faced with unfathomable words and rambling sentences. The best writing is clear, simple and concise - and don’t use jargon!

B2B or B2C? 

Whether your audience is Joe Public or another company your style should be the same. Many people think that selling to another business requires a different approach. But at the end of the day it is still a person who will be reading your sales letter or brochure.

Forget the F-word

No I haven’t gone barking mad. By the F-word I am referring to features. Your audience aren’t going to be impressed if you write about a list of features. By doing that the only reaction you will get is ‘so what?’ You must show your audience why the product is for them.

You have to sell them the benefits. If a guy wants to be a better football player, and you sell him your latest top of the range football boots on the basis that they’ll make that happen, he’ll buy them. OK, daft example, but you get the idea. It is all about tapping into the buyer’s emotional need.

Whatever you write you must grab the readers attention (a killer headline), get their interest in what you are selling (that’s where the benefits come in), create a desire (if they want something they’ll convince themselves they need it) and finally get them to act (buy, sign up etc).

Sally Ormond

Freelance Copywriter 

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

Microsoft have relaunched windowslive as a social networking platform. For some time they seemed to be desperately trying to buy Yahoo!, then [allegedly] tried AOL, they’ve got nowhere with Facebook, Bebo and the likes and seem to have given up hitting an existing, popular market. Even their most popular platform;  Hotmail has been falling behind as other webmail systems moved into the realms of AJAX programming (the ability to load web content without reloading the entire page), their Spam filter also leaves much to be desired, certainly compared to Gmail who’s spam filter is virtually flawless!

Microsoft have tried giving away free templated websites with Office Live (which they are still doing) but the uptake seems slow and promotion scarce (for which I’m certainly thankful for), the software itself is flexible but a little over-complicated. The bonus is that they provide the hosting and domain name for free which you can take with you if and when you upgrade. For small websites with few followers, this is an excellent solution.

So what are Microsoft doing now? They seem to have gone back to their corner muttering insanities under their breaths and started work on their own products again. I fear this is too little too late as they attempt to copy the best bits from other sites rather than being inspired and moving the web forward.

Microsoft should ideally stick to offline software and continue developing it’s own products rather than trying to hit the online market. As their web efforts increase, their software side seems to be diminishing, allowing open source equivilents and indeed Apple to take the limelight. Windows is, and always has been a great product, most complainers are complaining using this platform so they must be doing something right even though it’s not quite perfect for everyone. The online side of Microsoft, that is their email exchange software and various others should be opened up to avoid the need for specific Microsoft exchange servers. This way they can compete with Google documents (which is not 100% Word compatible, and certainly far from perfect) then they will continue to dominate the office and avoid loss of marketshare to these free services. Unfortunately as more and more people are storing documents online and slowly coming to terms with editing them online, Microsoft are losing out to online office solutions.

The moral of this story is really to stick to what you’re good at. In a previous employment, I worked initially on design, development, hosting, web, print, seo, stationary, and promotional products. Between two people it became impossible to do anything with 100% quality. We attempted to project manage printers etc. but this too impacted on what we were best at. Only when we removed these ’sidelines’ were we able to concentrate entirely on web design and development and spend time making things run efficiently with the quality we, and the clients were happy with. External products we could work with but were not seen as supplied by us, so once we sent clients out to a printer, we didn’t have to worry about how things were moving. This is a lesson I’ve brought into Zako Media and until we have the skillset and staff to offer a particular product or service, we won’t offer it. I only want Zako Media to give out work which we and the client are happy with, we will not dilute our efforts, attention, knowledge, time, or profits on external activities just to try and help make a sale.

I’ve taken on another client this week, yet another who’s web designer has just disappeared. When you are a new business or just want to save money, often one is tempted to hire a school leaver or someone without much experience to create your brand and/or website for you. It certainly saves money on the initial design, but what when they get a job, or just give up on web design entirely? It’s hard to reject people who have put all their time and energy into you and for a young man or woman, disappearing can be much easier than helping a client out of that mess.

Zako media has a number of options to spread payments or even cut costs, and we have backup systems in place. If we all died tomorrow, there are systems in place to ensure our clients are given an easy transition and don’t suffer because of it.

If you still want to use a cheaper alternative, please make sure the following are in place for your protection and to ensure things continue smoothly:

• Make sure your domain name is in your name and not that of your designer. Check on whois.net to find out. This means that your new designer/rescuer can easily walk you through the steps of regaining control.
• Make sure you know who your domain name is registered with. Even if your designer claims to host the site, often this is on reseller hosting and in his absence, we can go up the chain to the people who hold the actual hardware your website is stored on.
• Get control panel and/or FTP access to your site. This will enable your new web designer to get access to the code used on your site.
• If you can, backup your site regularly and store one each on and off-site for redundancy.

With these in place, it is usually much easier to regain control if the worse comes to the worse. Remember, your website is a business tool, a sales person and you should have control at all times.
If you do lose control of your site or your designer disappears, you can contact me directly on 0208 123 6609 or email me and we will go through the steps necessary to pull your site into somewhere you have access with or without the above information. We don’t usually charge for this process even if you don’t choose us to continue developing the site. This however depends on the size of the site and how easy it is to move. If it’s a large site and the details above are missing, it could take several hours to get something usable.

Alternatively, Derek Sorensen at Website Repairs can help, particularly if something on your site has stopped working.

The days of trudging round the supermarkets fighting for the best-looking tomatoes are over. More and more of us are relying on our computers to bring home the groceries.

Britain is streets ahead of the rest of Europe in terms of shopping online, with internet sales topping £1billion a month, a report reveals.

Online sales in Britain were worth £12.8billion last year, compared with £10.3billion for Germany, the next most enthusiastic nation of e-shoppers, said researchers Mintel.

France came in third, raking in £5.5billion through online sales, while Italy and Spain were slower to catch on to the digital shopping revolution with annual internet revenues of just £870million and £790million, respectively.

The figures are perhaps not surprising given that Britain also has the highest rate of growth in online shopping – a 75 per cent increase in revenue between 2005 and 2007. And further growth of 199 per cent is predicted by 2012.

Mintel retail research head Richard Perks said Britain had ‘the most developed online market in Europe’ thanks to the ’sophisticated offerings’ of British food retailers.

Mr Perks said the rise in Britons using the internet for weekly shopping and consumer boom in recent years had also played a part. Tesco is the biggest online food retailer in Europe, with most of its turnover coming from groceries. Its website enjoyed revenues more than twice as high as its closest European rival, French retailer Carrefour.

(Taken from metro.co.uk March 30th 2008)

Now who wouldn’t want a peice of that pie?