talk - chamber 27 feb 2015

Get Your Customers to ‘CLICK’

Robert BullardPerfect Text – Oxford

Tips for good copywriting

What makes writing jobs difficult?

Copywriting mistakesBusiness Writing Tips

SURPRISE!

Tips on writing web copy Reports and press releases

How was English at your school?

Was it good for business writing?

… or Bad?

English at school

1. Quantity – Writing more meant more marks2. Structure – Intro., Methodology, Analysis, Conclusions3. Grammar – were you taught any?!4. Scoring – no marks for writing style5. Style – formal rather than creative

How good is your writing at work…

• Does it win you customers?• Are you proud of it?• Do you stand above competition?•Or, do you find writing jobs a struggle?

Writing at workTypically:

1. We may lack confidence/Feel out of practice2. Anxieties as we write 3. We write like our organisation/profession4. We absorb bad practice around us5. Receiving feedback isn’t comfortable6. Training is rare

Our kitchens get replenished with wonderful ingredients early each morning and our Hot Chefs are often the first through the door. In their quest to keep our shelves full of oven-fresh, homely hot food, they bake in small batches. Little and often is the key. Straight from the kitchen. Hot off the shelves.

Our kitchens get replenished with WONDERFUL INGREDIENTS early each morning and our Hot Chefs are often the first through the door.

In their quest to keep our shelves full of OVEN-FRESH, … HOMELY HOT FOOD [1-2-3], they bake in SMALL BATCHES.

Little and often is the key. STRAIGHT FROM THE KITCHEN. Hot off the shelves. [1-2-3]

Language MESSAGE/EMPHASIS [1-2-3]

Le Creuset is synonymous with high quality. The smooth enamel finish is durable and hygienic, meaning everything you stew, braise or simmer in a Le Creuset casserole will taste as good as you intended. It also means your dishes will look great on the hob, in the oven and on the table… Perfect for creating a variety of meals for one or side dishes for your meals.

Le Creuset is SYNONYMOUS WITH HIGH QUALITY.

The smooth enamel finish is durable and hygienic, meaning everything you stew, braise or simmer [1-2-3] .. TASTE AS GOOD AS YOU INTENDED

… your DISHES WILL LOOK GREAT on the hob, in the oven and on the table [1-2-3]

PERFECT FOR creating a variety of meals … [repetition] PERFECT FOR marinating, baking, roasting [1-2-3] … or SIMPLY STORING [!!]

MESSAGE/EMPHASIS Language [1-2-3]

We are a pub to the bottom of our boots, and have a real focus on good quality, fresh food which we source locally wherever possible. You won’t find televisions, gaming machines or pool tables, but you will find a warm and chatty pub with lots of character.

We are a pub to the bottom of our boots, and have a real focus on good QUALITY, FRESH FOOD … we SOURCE LOCALLY wherever possible.

You WON’T FIND televisions, gaming machines or pool tables [1-2-3], but

You WILL FIND [repetition]a WARM and CHATTY PUB with LOTS OF CHARACTER.

MESSAGE/EMPHASIS Language [1-2-3]

Barcote Park Why we love it: Feel like the lord of the manor, the chance of a lifetime to live in this opulent Parkland setting. History, high ceilings, and the height of fashion, the management charge is low at £1,600 per year. Guide Price £700,000.

Barcote Park

WHY WE LOVE IT Feel like the lord of the manor, …

The chance of a lifetime to live in this opulent Parkland setting [1-2-3]

HISTORY, high ceilings, and the height of fashion [1-2-3],

the MANAGEMENT CHARGE IS LOW at £1,600 per year.

MESSAGE/EMPHASIS Language [1-2-3]

Copywriting fundamentals

1. It starts with careful planning2. Remember, who is your audience3. Structure – follow trusted formulas4. Try and differentiate yourself5. Think outside of the box.

Writing for the Web

Blogging

Writing for the Web and Blogging

– Remember the 5 S’s –

SimplicityScannability – short, striking and stand out Slow readers down – questions, bullets, titlesSo what?’ testStraplines – underused, but can have big impact

‘Simplicity is the ultimate sophistication’Leonardo da Vinci

Writing for the Web/Blogging

Have a voice/Personalitybe BOLD

use WORD ORDER and RHYTHM

Use vocabulary

Punctuate effectively

Avoid ‘turn-offs’

Grammar QuizAnything wrong in the following?

1. Five items or less.2. The Personnel team have a reputation for being kind at the bar.3. Here’s your FREE gift4. I tried to quickly respond, to the blond’s complaint.5. Ceri attends the church were she got married regularly.6. For you and I they are offering a discount.7. “Whom did you tell?”, asked Raza.8. She is an award winning leader.9. I have tickets for the festival, can you come with me?10. Cycling down the road, a leopard appeared in front of him.

Dispelling grammatical myths

1. You can start a sentence with and, but, because, so or however.

2. You can split infinitives. So you can say to boldly go.

3. You can end a sentence with a preposition. In fact, it is something we should stand up for.

4. And you can use the same word twice in a sentence if you can't find a better word.

SOURCE: Plain English Campaign

Report Writing1. THINK: What and why are you writing2. Who’s your audience(s) – background, interests,

worries, etc.3. Look for something visual – potential for huge impact4. Executive Summary – fundamental it’s your best shot5. Headings and sub-headings – tell a story

‘If you can’t explain it simply you don’t understand it well enough’ – Albert Einstein

Writing Press Releases 1. Beforehand – does your story pass the ‘So what?’ test2. Target your release – for right media; with an angle3. Remember your competition – is there a news hook?4. Think long term – issue a good release, be available, etc.5. If not picked up – pursue, think positive

Remember, there are other ways to get coverage

Copywriting

Editing/Proofreading Book Coaching

Training in Writing Skills

CopywritingAreas of expertise

bids for fundingblogsbook chaptersbrochurescase studiesGhostwritingmanuals

newslettersproject summariesreportstourist information panelstourist information literature (displays, print and audio)web text

• 17 chapters – from planning your work, through to proofreading• 10 tips per chapter• 192 pages• Key points• Example texts, with commentaries• Exercises and references

• £14 (inc. p&p)

2 Special OffersFor today’s delegates only

1. FREE consultation OR feedback on website/document

2. 40% Discount on my book: £14 → £10 (inc. p&p)

→ Just leave your business card

→ OR Email me

Robert BullardPerfect Text

www.perfecttext.org

robert@perfecttext.org

077 6522 7530