COPYWRITING TIPS

ONE

What's the best tip about writing web (or any business) copy? Simple – it's YOU.

Huh – you say? YOU? Yep. It's YOU. (Repeated here three times just to make sure you get the point.)

If your copy doesn't appeal to the person reading it by using the word YOU as often as possible – then forget about sending it out.

People are interested in mainly one thing: themselves. They don't give a hoot about how your life is going, how your business needs cash, or how your service will save the world. Unless you can show them how those things affect their life, their business or their health – then you've just wasted your time and theirs.

Too many websites take the stance that the reader wants to know all about your company and your products. They don't. They couldn't care less. Unless you are willing to address their needs and solve their problems first, don't bother to put pen to paper or fingers to keyboard.

TWO

You want another tip? Write as if you are sitting across the table from your reader. Write as if you were just talking to him (or her) on a one to one personal basis. That means forget about the William Buckley school of writing, which assumes most of us really want to hear obscure ten dollar words that a college professor couldn't decode. You don't talk that way. You don't want someone talking to you that way. So don't use it when writing!

THREE

Don't Re-Use.

Don't make the mistake of taking your existing brochures and advertising text, converting them to HTML and posting them on your site. You may think you've done a good job, but you haven't.

Your site will look and smell stale. If you can't find the time to create unique copy specifically for your website - hire someone. Or stay out of the game.

AND MORE ...

There are literally dozens of other "tips of the trade" that will improve your fundraising, direct mail and web copy. And if you start right now and read all you can about it, invest thousands of hours in writing and re-writing copy of all sorts and nature, take course work that deals specifically with this subject - you'll get to know most of them!

Or you can use us and put your time to better use.

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