If there is sufficient interest, I hope to start publishing the first book in my fantasy trilogy (now out of print) via my blog, a chapter at a time. Again, if there is sufficient interest, I aim to publish the second and third books free of charge as well over the coming months. But we shall see….
Phil
Freelance copywriter
Web: www.phila.co.uk
Email: info@phila.co.uk
Follow me on Twitter: www.twitter.com/philallcock
POINTS OF VIEW
I think I’ve mentioned in an early blog that when you write an item of marketing collateral, it’s important to know your target audience. You also need to have a clear idea of who the article is being written by (from the reader’s perception).
You need to shape your words according to this viewpoint. For instance, the item that is needed could be:
1) Specifically about your company and its products/services. Usually, this is more powerful if it’s written in the third person, to give at least the impression of being a reasonably independent viewpoint. It won’t usually talk in terms of ‘us’ and ‘ours’ unless it’s clearly a promotional piece (or a case study or newsletter that you are sending to clients). If it’s written in the third person, it shouldn’t be by-lined by someone from your company!
2) A personal view of your company and its products from someone inside your company. This type of article can be written in the first person (by, say, the Managing Director). In some ways, it won’t be as powerful as an independent viewpoint as it will obviously be thought of as being biased.
3) A personal view of something that’s happening within the industry. This can again be written in the first person and can be very opinionated. Its aim is to establish the ‘writer’ as an industry expert on the topic in question. If you’re writing this (either as the expert or on their behalf), try to avoid making specific comments about other brands – especially unfavourable ones (unless you’re partial to lawsuits!)
Have a good week
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
REACHING THE FINISHING LINE
In previous blogs, I’ve mentioned the fact that many readers will just look at the start and end of an article to see if they are likely to be interested in it.
I’ve covered the different ways in which you can start an article or press release, but you also need to pay attention to the end. The approach you use should depend upon the type of material you’re writing.
For instance:
ARTICLES – Try and finish with a paragraph that sums up the subject matter of your article. Writers often talk about ‘signposting’ in relation to articles for magazines etc. You tell the reader what you’re going to say; you say it; and then you tell them what you’ve said. This all helps to reinforce the topic in question.
PRESS RELEASES – I often like to finish my press releases with a quote from the person whose product I’ve been writing about or from their customer (or both). This can again be a useful way of summarising some of the things that have already been said.
CASE STUDIES – The format of case studies varies, but often follows a typical formula of: Problem – Solution – Benefits. A good ending might be a quote from the customer saying what a difference the product has made, and how they will always use Blogg Widgets (or whoever!) again in the future.
ADVERTS – Adverts should almost always finish with a Call to Action – a telephone number to contact; a website to visit etc. Having attracted the reader’s attention, gained their interest and stimulated their desire for the product, you want them to do something about it!
So, having started your item, don’t forget to make sure you have a clear finishing line.
Happy writing!
Phil
Freelance copywriter
Web: http://www.phila
Email: info@phila.co.uk
HAVE YOU GOT A BEAUTIFUL BODY?
In previous blogs, I’ve covered the importance of having a good start to an article, case study or press release. I now want to move on to the main body text.
In shorter items, your first paragraph needs to contain much of the ‘guts’ (to use another body term!) of what you want to say. Remember that many readers will only look at the start and end of an article unless they are really interested in it.
If you are writing any type of marketing copy, you need to focus on benefits, benefits, benefits. Don’t confuse features with benefits (which is very easy to do). Ultimately, the customer wants to know what’s in it for them – how your product or service will save them time, money, trouble etc.
From then onwards, use separate paragraphs for each main thought you want to get across. Try not to waffle, or you will lose your reader. Avoid sudden changes of direction. Link paragraphs wherever possible to keep the text flowing. Creating your body copy can be a bit like a chain – each link is important. Without strong links, the whole chain could fall apart!
Whatever you do, keep writing – practice makes perfect!
Have fun
Phil
Freelance copywriter
Web: http://www.phila.co.uk
Email: info@phila.co.uk
BAITING YOUR HOOK
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