Caveats are insidious. Don’t let them take over your sales message. It is best to avoid caveats altogether. Why? caveats interfere with your sales proposition reading is a challenge because your flow is constantly interrupted by irritating little swords and asterisks caveats make you sound negative and, contrarily, they make you seem less trustworthy Is it possible to avoid caveats altogether? Yes. It’s [...]
As a freelance copywriter I’m very aware how little time – and inclination – most people have to write stuff for themselves. So it’s no surprise that getting customers to provide testimonials, comments and case studies can be a challenge. My tip? Write the testimonial or case study yourself. Then ask your customer to approve it. Which sounds ridiculously simple. But [...]
… and keep your home page fresh at the same time! Add a ’status’ line to your home page – a bit like Facebook – and you can update your website in seconds every morning. Just add a simple line of code, like I’ve done on my freelance copywriter website helpinthecity.com. Why? From a SEO [...]
Like most copywriting and marketing devices the inverted pyramid – or inverted triangle – is common sense. What is the inverted pyramid method? Ask any journalist. All it involves is putting your information in priority order. Putting crucial information at the top, less important material further down. What’s ‘important’? It depends whether you want the reader [...]
Most of us have the attention span of a gnat. Or a fish. Unless we’re deep into a novel we tend to scan things rather than read every word. We might register basic concepts, propositions and ideas. But only if they stand out. Which is why getting the core focus of a piece of written communication right is vital. [...]