Using words to increase profits

Effective copy benefits all businesses – no matter how successful they might already be – but because of size and available resource, the SME sector is often at a disadvantage in their attempt to stand out from the crowd. A great blog is effectively free advertising and provides you with a significant advantage over competitors by enabling you to connect with customers and persuade them to take the next step. Here’s how;

1.     Climb Google’s ladder

Establishing your own corner of the internet is just the beginning. For a start, there’s little point in having a website if it can’t be found.

2.     Stand out from the crowd

It’s a competitive world out there and if you want to emerge from the pack, knocking your copy into shape is a must.

3.     Sell don’t tell

Promoting benefits over features is the cornerstone of all effective sales writing but being too close to the subject can confuse the author into thinking he or she should be talking about widgets!

4.     Talk your customers’ language

Establishing your brand’s ‘personality’ in writing – or tone of voice – is vital to ensuring your copy strikes a chord with customers.

5.     Understanding what’s news – and what isn’t

A journalist’s radar is finely tuned to detect the slightest hint of free advertising when it appears in a press release

Unless you’re lucky enough to have the right person already on staff, how do you take advantage of the opportunity to spread the word for virtually nothing and tell the world how great your business is? The answer is simpler than you might think; hire a freelancer but be picky about who you choose.

Clearly it doesn’t serve either party for it to be a one off piece of work but, with the right person, you can reach an agreement to commit to just 3 – 6 or 12 months initially which will give you both enough time for the relationship to bed in.

Like most things, there are a range of rate options on offer; hourly, project, retainer & daily so it’s really just a question of finding the right person for you and your company including researching their history of delivering on time, researching the subject and meeting your objectives.

A quick search online will produce lists of agencies offering to either get you work as a copywriter or find the one with the golden pen who will transform your business with a single article. The first thing then is to be really clear about what you’re looking for; a one-hit wonder is a rarity so perhaps aim for someone you can build a long terms relationship with, who will project your company’s voice in a credible and authentic way that represents your brand values in the right way.

And finally, make sure they have the time to do what they say they will and are not over-committed. Right now, I only have room for 2 more clients and after that, I won’t take anyone else on. If you’d like to chat, please get in touch asap so we can talk about giving oxygen to your brand.

alawler@nowyouretalking.com

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