Busy Editing and Enhancing Copy and Content

For the past week to ten days I’ve been swamped editing and enhancing copy and content (two different niches) written by a handful of clients — some new, some long-time customers. It’s as if a floodgate has opened and I love it. Because there’s no better pastime for a writer than to be writing words from scratch or editing existing pieces to help make sure they take readers where their originators want them to go.

 

In the case of copy (sales) writing, the goal is to get readers to actively and immediately do something when they finish reading whatever it is they’re reading. The final (or intermittent) Call to Action might be to buy a product or service, download an e-book, provide contact information to receive additional information, or anything else that requires taking some kind of action.

 

In the case of content (informational, educational and entertainment) writing, the goal is to build fond bonds, deliver helpful information, or simply entertain (which automatically builds fond bonds)–ideally, all three. Content writing targets niche-specific readers–people who enjoy learning more about their favorite topics, pastimes or interests. Books, blog posts, and social media (when properly understood and employed) are a few examples of content writing.

 

Content clients don’t expect to receive  immediate returns. They hope to accrue likes, loves, and increasing trust over time. The hope often is to build a “fandom” large enough to monetize their activities in some way at a later date.

 

Copy clients do expect to receive immediate results. Return on investment (ROI) matters enormously to them. They want to make a lot more money than they pay a professional copywriter because their sole purpose in hiring one is to improve the likelihood that professional copy will convert better than  copy they’ve written, or could write, themselves.

 

Copy writing and editing is a higher hill to climb than content writing  for several reasons. Among the top few are these:

• Most people love to buy, but they hate being sold to
• It’s important for the client and/or the copywriter to be able to identify the pain, problem or predicament of the client’s “Ideal Client” (or target audience) for the product or service on offer so the copywriter can capture their attention within eight to ten seconds. If we don’t, the likelihood that they’ll read beyond the headline or first two sentences is razor-slim, and the likelihood they’ll buy is zero.  That’s why copy writing comes at a higher price than content writing. It’s a high-wire act with no safety net below. It either works or it doesn’t, and we either get deliriously happy clients or disastrously unhappy ones, all of whom can write online reviews letting the rest of the world know how they feel about our abilities. And it doesn’t take more than a few less-than-stellar reviews to convince prospective clients to look elsewhere. YIKES!
•  It’s crucial to be able to overcome any resistance that an Ideal Client might feel about buying from our clients. Establishing trust in  product or service providers without actually meeting them is a tough row to hoe, so a copywriter has to know how to lower the stress/hesitation level in people who are considering taking out their wallets and buying something.

 

HERE ARE THE MOST COMMON ‘FIXES’ FOR THE COPY AND CONTENT  I EDIT

 

1.) Eliminate the bragging

 

Take a look at most website home pages and you see a lot of ham-handed bragging going on. I hate to break it to you but… nobody cares about that!

 

Online, you’re supposed to be a soft place to fall, a kindred spirit. If there’s a sales message, it has to be finessed into the copy, not blasted in with howitzers.

 

Bragging is all about YOU!

 

By far, the big mistake I see most often—especially on the Web—is what comes across as either arrogance or a desperate need to convince visitors to a website that a business really, truly, genuinely, does measure up and should be considered—pleeeeeeaaaaaasssse!!!

 

Most home page web copy appears arrogant and egotistical or like an anxious plea from a hat-in-hand petitioner.

 

Your online copy should never look like a sales pitch. (I know. You tend to think that your first order of business is to prove yourself, to show your virtual visitors that you aren’t a fly-by-night operation. So you lean toward emphasizing your years in business, awards you’ve won, and other “you-oriented” talking points. But hear me out…)

 

Most of the space on your home page should answer your visitor’s unspoken question, “WIIFM- What’s in it for me??”

 

Make your sales virtual storefront a soft place to fall… a place people will enjoy landing on so they decide to stay a while.

 

Check out the home pages I’ve written at the following website URLs:

Chiropractor Sydney CBD

https://empowercom.com.au/

Eastern Suburbs Plumber

AND HERE IN THE NORTHERN HEMISPHERE…

Home

http://www.rosemarygullo.com/one-to-one-coaching/

https://autorepairseattle.com/

(I wrote all of the copy on the above site, bringing it from page 11 on Google to page one within two months.)

 

Oh! And don’t forget to catch MY official copy  and content writing website at http://hireme.wordwhisperer.net/

2.) Know Your Target Audience

A. What keeps them awake at night (that your product or service solves for them)?

B. What are they afraid of (that your product or service solves for them)?

C. What are they angry about? Who are they angry at?

D. What are their top three daily frustrations (that your product or service solves or alleviates for them)?

E. What trends are occurring/will occur in their businesses or lives?

F. What do they secretly and ardently want most?

G. Is there a built-in bias to the way they make decisions? (Example: Engineers are analytical; moms are emotional and protective)

H. Do they have their own, business-specific language or jargon?

I. What websites do they visit?

J. What magazines do they read?

 

The more you know about your target audience, the easier it is to write words that will attract them and then rivet them in place, because they’ll realize, as the read along, that you “get them” and you want to help them.

 

3.) Use Winning Words

Make sure the words you use are common, active, present tense, compelling, concise, and nonsexist

Break Some Writing Rules!

 

When writing copy, people often want to show off their amazing vocabulary. Instead of “help,” they write “assist.” Instead of “get rid of,” they write “eliminate.” You get the idea.

 

Forget that. Your customers don’t all have large vocabularies. Some of your adult customers didn’t graduate from high school; some  are immigrants with limited vocabularies.

 

So use words that make sense to fifth and sixth graders. Writing this way creates trust and a sense of comfort and safety.

 

When writing copy, keep your tone active and present tense as much as possible. “Your referrals/tetsimonials are appreciated” goes over like a lead balloon; “Thanks for your referrals/testimonials!” gives a lift (not to mention a silent command).

 

Write copy that compels and/or involves. That is, be sure to give your reader something to do, whether it’s to imagine a scenario you’re posing, to “Like” you on Facebook, or a call to action (e.g, “click here to order your e-book”).

 

Write the way you talk during one-to-one conversations. If you say “You’re invited” write it that way. If you say, “You’ll be delighted…” write it that way. People feel more at home when they read words that are written the same way they talk.

 

Write the way you talk as long as you don’t talk trash. That is, if you’d end a sentence with a preposition (“who’s he going out with?”) when talking, use the same conventions when writing or you’ll come off more like a college professor than a friendly partner/helper. Again, people feel safer and far more comfortable with people who sound the way they do in normal conversation.

 

Be sure every “spare” word is taken out! “Features too numerous to mention” becomes “many features”; “”In point of fact” becomes, “In fact” or, “Truly”; “ATM Machine” becomes “ATM”.

 

And remember the ladies! Instead of ad man, use ad pro; instead of chairman, chair; instead of fireman, firefighter; instead of postman, mail carrier. You get the idea.

 

Use sentence fragments—wisely. Leave your prim and proper English behind. Write creatively.

 

Use one sentence paragraphs. It’s okay—really. Just be sure the sentence is necessary and compelling; that it will drag your reader to the next point like a tractor beam.

 

For more about this topic, visit wordwhisperer.net. I offer a free copy writing course there.

 

4.) Don’t Sell a Product or Service–Sell the RESULT of Using Your Product or Service

 

Let people know how much better their lives will be after they’ve used your product or service. Sell the sizzle, not the steak. Paint a picture for them in words and compelling images that carry them to a point in their future where their current headache (the one you solve) is a thing of the past.

 

5.) Gather, Pursue and USE/PUBLICIZE Legitimate, Signed-Off-On, Traceable Testimonials and Reviews

 

Whatever you say about yourself and whatever your copywriter writes for you online, no matter how compelling, will always, always, always be taken with a grain of salt. The most convincing copy you’ll ever have is what your clients, customers and patients say about you. So, each time you receive a compliment or a kudo from any of them, ask their permission to use it in your marketing materials. IF they say yes, get their contact information (in case the FTC comes calling and wants you to prove the legitimacy of your testimonials–it happens!) and immediately (before you forget or put it on the back burner) publicize the heck out of it.

 

Create a tab for testimonials/reviews and put the entire list of your testimonials there, so visitors to your site can read them.)  If you don’t do this religiously (current reviews are the most critical reviews to visitors), you are leaving wads of hundred dollars bills lying around unclaimed. Pick them up and put them in your pocket by letting your biggest “fans” toot your horn for you!

 

So, if you don’t want to hire a professional editor (or can’t afford to), taking these few editing and enhancing tips to heart will really help you out.