6/04/2008
DIY Copywriting Strategies - No Cost Teleseminar
| Just one more day until I share my DIY (Do-It-Yourself) Copywriting Strategies Guaranteed to Rock Your World at NO CHARGE!! From Marketing Limbo to Marketing ‘Aha!’ is tomorrow, Thursday, June 5th, at 12 noon EST. You will not want to miss this FREE one-hour teleseminar because I promise you will: • Receive valuable, instantly implementable tools from a leading copywriting and marketing expert that recently rewrote a clients’ web page resulting in the page climbing to the top of Google in just 48 hours. • Learn once and for all if you are on the right track with your marketing copy from someone that has been featured in the Wall Street Journal, INC Magazine, and WomanEntrepreneur.com. • Determine how to make words work for your and your clients’ businesses (and your bottom line!) from a REAL copywriter with over 15 years experience and substantial training in journalism and writing. I am not get-rich-quick seeker who stumbled upon copywriting and went in for the money. I KNOW copywriting and will be dedicating this one hour teleseminar to helping you find the right words that speaks to your target market so that you can MAKE THE SALE! Sign up here, there is only one day left! Labels: business tips, business writing, copywriting, copywriting 101, Internet Marketing, online marketing, teleseminar |
5/04/2008
Using Your Voice In Copywriting
| Perhaps when you were in a high school or college English or writing class, your instructor talked a lot about “finding your voice.” In creative writing and other more personal writing styles, finding and using your own voice is very important. But… (and you knew there would be a ‘but’), your personal voice has no place in your marketing copy. No place. Now I know what some of you are saying: “My business is all about me and my expertise, if I don’t tell people about me personally then I’m not telling them the whole story.” Or, “only big companies have no personal voice, but we entrepreneurs and small business people rely on our own voice to get the clients we need.” Here’s my answer: the no-personal-voice-in-your-marketing rule applies to all of you. No exceptions. Focus on what you are selling and why your target market should be buying from you. Focus on that with laser-like precision and stop focusing on what you should not be doing. (And the things you should not be doing, as far as copywriting, include going on and on about your history, your personal story or your passion. Focus on what you are selling and why they should buy.) I promise you your copy (and subsequent sales) will be SO much better and more effective. Try it and let me know what happens. Labels: business advice, business writing, copywriting, creative writing |
4/24/2008
SAY “I CAN DO IT MYSELF!” WITH CONFIDENCE!
| (Your business success depends upon it) A good rule of thumb with any “Do It Yourself” project is to be sure that you have all the tools you need to successfully complete the project. Should writing your marketing copy be any different? The answer is ABSOLUTELY not! Most small business people, entrepreneurs, coaches, consultants and VAs know that good copywriting is incredibly valuable and crucial to good business. And many of these people and businesses want to or have to write their own copy. Meanwhile, most experts don’t want to “give away” their techniques for fear that they won’t have any business or clients. I think there’s a real lack of good DIY Copywriting and marketing resources out there, so I wanted to create a great tool to implement and use immediately. I always ask why good marketing and copywriting resources should be overly complicated or confusing. I think you should read something, implement what you need, move forward in your marketing and then re-visit the expert sources again and again each time you need some guidance. The principles and techniques presented in my DIY copywriting book can be applied across all marketing media from web pages, brochures and ads to e-mail campaigns and direct mail pieces. Check it out for yourself:Do-It-Yourself Copywriting Guaranteed to Ignite Sales & Explode Your Business can be downloaded at: www.getitinwriting.biz/landing_Do_It_Yourself_CopyWriting.html. Labels: copywriting, copywriting 101, copywriting book |
3/20/2008
When The Google Gods Smile Down On You
| Just a few years ago, SEO copywriting wasn't something anyone even knew they were looking for. As far as Get It In Writing, this certainly wasn't something we even knew we could (or should) offer. But all that has changed. Now, I would say that 1 or 2 out of every 3 inquiries we get is SEO-related, from web copywriting to blog ghostwriting to SEO articles to optimized press releases. And understandably - I mean, who isn't trying to crack the Google code and catapult themselves and their business to the top of the search engine pages?? The desire is where the similarities end, though. Everyone wants great rankings, but most still don't understand how you get there. There are many different components and moving parts to the picture. As far as the SEO copywriting portion, which is my company's expertise, I believe it is less mystery and more technique and realism.  Most people do not (please don't be offended) know how to write good, effective SEO copy - they just don't. Those who do know that they need to cater to two audiences - their target customers AND the search engines - within the same copy and do it so well that both groups think it's directed right at them.There's so much more to SEO copywriting than these few explanatory sentences. (By the way check out this blog entry on an amazing SEO success we recently had with a L.A.-based attorney client.) But here's what you need to know about SEO copywriting: it's very powerful when done right, most people are not experts at it and, when someone tells you they can deliver an SEO article or web page for a few dollars, chances are you will get what you paid for (not much). Labels: business writing, copywriting, seo, seo copywriting, small business |
2/27/2008
Thank you for letting me share this amazing SEO copywriting success
| I am floored by an amazing success my client, Larry Zerner, a Los Angeles Entertainment Attorney, experienced this week. Along with Teri Tucker, a great web designer from T&I Grafix , we created a new site at http://www.zernerlaw.com/ Larry’s goal, like so many others out there, was to raise his search engine rankings, Google in particular. [This is what is referred to as "organic" or "natural" search engine rankings, as opposed to "paid inclusion" which includes Pay Per Click (PPC).] As a solo practitioner, Larry wanted to maximize his web presence (who among us doesn’t?). What we want and what we may get aren't always the same, right? Now this is no exaggeration, nor is it a promise of what could happen to you and it is certainly not a guarantee, but here is what happened: Within 24 – 48 hours of the new ZernerLaw site going live, Larry’s firm, which previously had had little to no search engine presence whatsoever, was on the first page of Google, and in some cases in one of the three top positions, for a slew of terms he had wanted to rank for for years, including but not limited to: Los Angeles Copyright Attorney, Los Angeles Entertainment Attorney, Los Angeles Copyright Infringement Attorney, Hollywood Entertainment Attorney and Copyright Infringement Lawyer Los Angeles. Again, all results differ based on a million different factors BUT this is a HUGE testament to the fact that GOOD SEO COPYWRITING WORKS. (And notice I didn’t say “SEO Copywriting” – I said “GOOD SEO COPYWRITING.”). There is a big difference. Labels: copywriting, seo, seo copywriting |
11/16/2007
Yes, but....No, but....But...But...But
| The word "but." It makes my skin crawl. It' s like when my kids or their friends start a sentence with "No offense, but...." Basically the "but" is saying that everything you or your conversation partner said or thought BUT whatever comes after the BUT is really what's important or true to key to the exchange. It's really saying that what I (or you) said or what I (or you) said is all well and good but not really important. What I say or write after the BUT is where you should be focusing your attention. I used to find myself justifying a price on a project by saying, "It is $xx BUT keep in mind that you also get X, Y and Z with that package." It indicates some fear, some timidness, some element of not being totally sure of yourself. Not a good sign in business or in life! So eliminate the BUT from your life today. Labels: business jargon, business writing, copywriting |
9/28/2007
Copywriting Company - Ambient Billboards
As a copywriting company, we are always interested in new and innovative marketing ideas. Setting yourself apart from the competition in such an advertising-saturated world is no easy task. The following are some creative examples of billboard advertising that do something very unique. These so-called "Ambient Billboards" interact with the environment, making them more than just a standalone outdoor ad. They really reach out to those who see them, making a lasting impression and successfully conveying their marketing message. This is precisely the sort of thing we strive for with in copywriting. Not necessarily being shocking to completely out of the ordinary, but connecting with potential customers on a level that goes beyond simply telling them about a product or service. It is our goal to help clients reach out beyond the superficial, to make their message meaningful, memorable and actionable.
This is a genius example of a billboard interacting with its environment. Not only does it make for an interesting billboard, the way that it interacts with its environment is directly related to the product, in this case suntan lotion.
An interesting concept, I love how they made the Jeep mockup look like a bug by simply opening its doors and putting matching surf boards on top (if that wasn't obvious
An interesting take on these ambient billboards is actually changing the shape of the billboard itself to realize the concept. This is a perfect, although probably very expensive, execution of this idea.
As we continue to run out of advertising space in cities, many apartment buildings have begun selling ad space over windows. Generally I find this annoying/gaudy, but at least this one does it creatively, and recognizes that it is on a building inhabited by people.
Some of the best ambient billboards interact with individuals. This great example from The Economist does just this by conveying value through an interactive (idea) light bulb.
Simply Stunning. The paint even splashes on to another company's ad.
Sorry if you have seen this one before, but this billboard was too cool to leave off the list.
The only problem with this one would be the upkeep, it probably doesn't send a good brand image unless you mow the grass every day...
The more the interaction, the better the effect and the more memorable, although I think this one falls a bit short on incorporating meaning into the way it interacts with the environment
Conceptually genius, it would be even better if you got some sort of prize if you actually grabbed one of those brochures. This billboard was not only a sensation on the streets of Tokyo with bystanders, it also became an online viral success. Two birds with one stone, and a lot of great publicity for Adidas. Labels: Advertising, Billboards, copywriting |
9/27/2007
Copywriting is not creative writing
| Copywriting is all about writing for businesses, writing to sell. There can and often is an element of creativity to it, but it's not creative writing, and I find myself often explaining this to people who call or e-mail asking about our "creative writing services." Copywriting is NOT the same as writing fiction, a novel, poetry or a play. To give all of us more insight into this distinction, I asked Dawn Goldberg, Chief Writing Officer of Write Well U, to give us some insight into how to write with voice, which is a key part of many kinds of writing, especially the more creative pursuits. 1. Good writing comes from the heart. Writing from the heart and letting the real you shine through is crucial to a strong voice. The reader gets a great sense of you, the author, and what kind of person you are. Maybe you have an irreverent voice and you're always railing against the status quo. Maybe your voice is comedic, and your readers laugh right along with you as you tell tales of office politics to make a point. Maybe your voice is gentle, quiet and kind, and the reader feels drawn in to hear what you have to say. If there's a type of voice you're most attracted to (be it irreverent, wickedly funny, gently humorous, kind, irate, political, you name it), you'll write more passionately if you use that voice. 2. Good writing is strong. Good writers choose a stand and believe in it. If your writing is filled with "I think" and "I guess" and "I believe" and "it seems," you come across as wishy-washy. Take those words out and stand firm. Say what you believe and believe what you say. 3. Good writing is original. You don't have to say it like everyone else does. You don't have to follow all the rules. You don't have to incorporate all the great advice you read in articles on writing (even in mine!). Do it your own way and stand out from the crowd. If you're like everyone else, what would make people gravitate toward you? Give them a reason to pick you. 4. Good writing is authentic. You're not the answer for everyone, and not everyone is going to be attracted to your stuff. However, if you write authentically, then you have a better chance of people sticking around to see what you have to say. It's basic Law of Attraction. 5. Good writing is passionate. Enjoy what you're writing about. Write from the heart. Be passionate. If you like humor, be funny. If you like word play, add a few puns. If you're thrilled by what you're doing, let that joy come out in your writing. Labels: copywriting, creative writing, writing |
9/04/2007
It's here! Copywriting 101 on sale now...
| Allison Nazarian's Copywriting 101 for Small Businesses, Entreprenuers, Coaches & Consultants is on sale now! Download your copy and take advantage of our special introductory price. Labels: copywriting, copywriting 101, copywriting book |
7/26/2007
Copywriting Blog - Who needs words?
We all know that hiring is never an easy process. Significant time is spent on writing great copy for ads that usually end up attracting many unqualified candidates. These smart companies featured below have found neat ways to pre-qualify their candidates through the use of puzzles and problems. The answers to the first two are posted, but the last three are unsolved. Hopefully some of our readers will solve the rest! If no one solves them in a few days, we will post the correct solutions. Also, let us know what you think about this as a technique for recruiting. 1.
* Answer 2.
*Answer: "Now Hiring" in ASCII Now it's your turn.Solve the last three and post as comments.3.
4. Ad for a job found in Manhattan Craigslist (click for large image)
4.
Labels: ad copy, copywriting, recruiting |
6/28/2007
Want your web copy to crash and burn?
| If you answered yes, be sure to follow these five tips: 1. Senseless navigation. Your website navigation should immediately let you know: Where you are, Where you have been, Where you can go next and Where the home page is. Navigation, in fact, must be so easy that visitors to your site should not even have to think about it. Some mistakes include dissimilar types of navigation on the same site, poorly worded links so your visitor has no clue about where he or she will end up and confusing links or no links back to the home page. 2. Confusing your website with your marketing strategy. Your website is part of your marketing strategy; it is not your entire marketing strategy. The right balance is in defining exactly how your website fits into your overall marketing program, then sticking with the whole program, making your site an integral and complementary part of it. 3. Believing people care about your website. In the final analysis, nobody truly cares about your site (sorry). What visitors do care about is getting their problems solved. People visit websites to: Get information, Buy (or in some cases sell) something or Be entertained. 4. Putting existing print on your website. PLEASE do not take your brochure, product catalog, employee manual, whatever and simply put it on-line. Printed materials do not work online; these are two totally different species. Knowledgeable web content writers create text that helps users find key words and concepts quickly. They: Write shorter sentences and fewer lines, paragraphs and pages. Use heads and subheads instead of introductory paragraphs. Use white space to keep the page looking open and inviting. Use hypertext links to give added information to readers who want more. 5. Acting like you own the company, even if you do. Website readers have come to expect copy that is personal and upbeat, so copy that smacks of bureaucracy tends to stand out like a sore thumb. Whether you are writing your own copy or having someone do it for you, formal language and turn the tone down a notch. Also make sure to avoid technical terms and, by all means, make your verbs active and less boring, removed and passive. Labels: copywriting, web content, web copy, writing for the web |
6/25/2007
Get It In Writing 's Allison Nazarian quoted in Writer's Digest
| Click here to download the pdf of Get It In Writing President Allison Nazarian's comments in the August 2007 issue of Writer's Digest on the topic of bidding sites and practices in the business of writing. (Basically, they're not a good thing for the "biddees.") Labels: copywriting, freelance writing, small business |
6/22/2007
Please think twice before calling yourself a freelance writer
| There is at least one term you will not find in our vocabulary: freelance writer. The term, in my (Allison's) opinion is disparaging, inaccurate and even unprofessional when it comes to business. In fact, I think it really takes away the business aspect of what we do. Would you call a doctor or attorney who works as a sole practitioner a freelance doctor or freelance attorney? What do I prefer? It depends on the core of the business. For Get It In Writing, I like to say copywriter or marketing consultant or entrepreneur. Please do not take this offensively, but to me a freelance writer is someone all alone at home in sweatpants writing the Great American novel, some lines of poetry and the occasional paid article. That is fine if that person writes for the sake of writing. It is not, however, business to business or business to anything, is it? Labels: copywriting, freelance writer, small business |
6/14/2007
Does clever actually sell?
| We've seen many business people become far too clever for their -- or anyone else's -- own good. Creativity is great and will go a long way in getting your words read and your message understood. But don't go for the clever line at the expense of your real strengths - your message, the solution you are offering and your USP (Unique Selling Proposition). When writing to sell, focus on why you are offering and promising what you are offering and promising and less on being the cleverest wordsmith around. Labels: ad copy, copywriting, writing ads |
2/02/2007
Does your mood affect your copywriting?
| The wishy-washy answer is: maybe it does and maybe it doesn’t; it depends on who you are and who you ask. But the fact that we are all emotional beings makes us believe that the answer is: Absolutely! External factors can cause our focus to shift to the bad stuff that happened in our day and writing becomes just about the last thing we want to do. If you get up (very likely on a gray and dreary day) feeling kind of down, you may have more trouble than usual getting started. If gloomy weather, an argument with your spouse, a poor night’s sleep or whatever other reason leaves you feeling stressed and anxious, take note. Frequently, an anxious mood can easily translate to nervous copy. On days like this, your writing takes no real direction, meandering hither, thither and yon without a clear destination in sight. It’s hurried and erratic. And readers looking for your message would probably be hard pressed to find it. Another mood that can creep into all of our psyches – not just writers – is self-doubt. Who knows where this (hopefully temporary, not permanent) insecurity came from? The point is it tiptoed into our intellect without even a hint that it was coming and it’s slaughtering our copy. Self-doubt makes us switch into people-pleaser mode, creating timid copy that fears insulting readers. Instead, the copy takes absolutely no stand on anything and ends up being, above all, quite forgettable. On the other hand (of course there’s another hand), over-confidence can go too far in the opposite direction. So if you’re feeling in that “I’m so hot” mood, watch out. This warning tends to take on special significance in sales copy. It’s good to feel good about yourself and your subject, but don’t let that feeling appear in your copy too overtly. Instead of proclaiming, “Look what I can do,” tell your prospects “Look what you will get.” Remember to focus on benefits, not features. You’re building rapport. Your copy needs to connect with strangers, so leave your ego at the door. So we all have moods. They’re part of what makes us human. The bigger question is: What can we do about it? The trick is to keep our human failings from occupying our web copy. Start by distancing yourself. Take a hike. Literally. Get up and walk around. Have a friend or colleague read your copy and look for signs of your mood. And ask yourself a few questions: • What is my copy’s real goal? • What are the goals of my reader? • Have I guided them on a logical journey or is their trip though my words erratic? • Then, sleep on it. Again, literally. And look at your copy with fresh, rested, anxiety-, self-doubt- and ego-free eyes in the morning. Labels: copywriting, mood |