Issue 146 of the Excess Voice newsletter for online copywriters

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Excess Voice Newsletter
January 2007, Issue # 146

In this issue:

>> Intro: Welcome to 2008
>> Review: Search Marketing Benchmark Guide 2008
>> Article: The best ways to proof and check your copy, before you submit it.
>> Survey: How do you proof your copy?
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Ask me to give a training seminar or webinar for your writers or web team.
http://www.nickusborne.com/speaking.htm

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Greetings,

I hope you had a wonderful holiday break, and are making a strong start towards achieving your ambitions and goals for 2008.

This issue's article takes a look at the rather mundane, but important issue of proofing your copy. However wonderful your copywriting may be, typos and other errors will always make you look bad. (I know, typos in this newsletter are not such a rare thing.)

Anyway, both the article and survey for this issue explore ways to reduce or eliminate errors from your work, before you submit it.

Also be sure to check out my "pre-review" of MarketingSherpa's Search Marketing Benchmark Guide, 2008. I have only had a chance to give the guide a quick skim so far, but will have my full review ready for the next issue.

Until next time,

Nick

Nick Usborne

>> Feedback: mailto:nick@excessvoice.com

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REVIEW: Search Marketing Benchmark Guide 2008 from MarketingSherpa

Save 10%...if you order before January 31st, 2008(Excess Voice subscribers only.)

If you spend money on search engine marketing, be sure to check out this latest benchmark guide from MarketingSherpa.

This is not a guide to writing optimized copy, or even a "how to" report with "killer" tactics on getting the best from the search engines.

This is a heavyweight guide for serious search engine marketers, revealing the latest facts, figures and trends in the broader world of search engine marketing.

SEM includes organic search, PPC, video search and more.

With 275 pages and 184 charts and tables, this report provides an unrivalled insight into where SEM money is being spent, what's working best and where the latest trends are taking us, worldwide.

I'll have a complete review written in time for the next issue of this newsletter.

In the meantime, you can learn more on the MarketingSherpa sales and information page.

Best of all, by following the link below, you'll be entitled to a 10% discount, available only to Excess Voice Subscribers, until January 31st, 2008.

Learn more and save 10% here:
http://SearchMktgBenchmarks.MarketingSherpa.com

Previous reviews:

#1. The 2008 Landing Page Handbook from MarketingSherpa

Whether you purchased the first edition of this handbook or not, you should be running to get a copy of this latest edition. It reveals the latest best practices for optimizing a broad range of landing pages, with data drawn from over 3,000 online marketers.

Read my review:
http://www.excessvoice.com/landing-page.htm

#2. Desktop Marketing

A course for freelancers who want to increase their income by offering writing AND design services. For writers with even basic design skills, this is a great way maximize revenues from every job you do.

Read my review:
http://www.excessvoice.com/desktop-marketing.htm

#3. The Freelance Copywriter Fee & Compensation Survey, Volume 2.

This is the second volume of this survey, fully up to date, and with a lot more information on what to charge for 40 different types of freelance copywriting work, how to find new assignments, and more.

Read my review...
http://www.excessvoice.com/copywriting-fees-survey.htm

#4. Michael Masterson's Accelerated Program for Six-Figure Copywriting

This is the only copywriting course I wholeheartedly recommend to any copywriter who wants to write copy that drives results.

Read my review:
http://www.excessvoice.com/michael-masterson.htm

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ARTICLE: The best ways to proof and check your copy, before you submit it.

Let's say you have spent the last three hours writing a promotional email.

You have made numerous changes along the way. Maybe you have even written two or more complete drafts.

Finally you are happy with it and you are ready to submit the copy to your client or manager.

Not so fast!

As writers we can become hypnotised by our own copy. When we have been focused on our own writing for hours at a stretch, it becomes harder and harder to be truly objective about the result.

Here are three tips to help you make sure that your copy really is as good, and as finished as you think it is.

1. Leave it for a few hours. Preferably overnight.

Just put it aside. Don't even look at what you have written for a few hours.

The longer the better.

Why is the "overnight test" test so valuable? Because it reveals flaws in your writing.

When you are working on copy, and keep reading it over and over, your mind starts to compensate for mistakes and weaknesses in what you have written.

When you look at the same copy with fresh eyes the next day, it's sometimes shocking to discover that there are glaring typos in what you wrote, and perhaps some horrible weaknesses in the flow of your sales message.

The day before these weaknesses were simply plastered over by your mind.

In fact, half the time you are not even "reading" what you have written. You are remembering it almost word for word and, as you read, your eyes are simply prompting you...and your mind is reading from memory.

2. Read your copy out loud.

Don't whisper it either. Really read it out loud and listen to how it sounds.

Suddenly you'll realize that you have repeated the same word or phrase three times in two sentences.

Or you'll discover that your favourite sentence from the day before is actually quite clumsy. A regular tongue-twister.

Or you'll suddenly frown and realize that the amazing, skilful segue you created between paragraphs one and two actually doesn't work at all.

Or you'll notice that the rhythm and flow of your copy just isn't working.

3. Have someone else read it out loud to you.

Pick someone who isn't working with you on the project. For sure, it needs to be someone who hasn't even seen this particular piece of copy.

Don't let him read it to himself first. Just hand over a printed version and ask him or her to read it to you, out loud, in a strong voice.

And now listen and watch.

Listen to the flow. In particular, listen to when the reader pauses or stumbles.

Listen out for the slightest hesitation or break in the flow.

Above all, be honest with yourself.

If your reader hesitates or stumbles, so will your final audience.

If your reader seems to be losing pace or momentum half way through paragraph three, so will your audience.

And don't even think about prompting the reader, or explaining why something is written in a particular way. You won't be there to explain your copy when it goes live.

It will either work. Or it won't.

Concluding thoughts...

The three points above probably aren't news to you.

But do you do it?

Not just sometimes, but always?

If you don't, then you are submitting unfinished work.

>> Feedback: mailto:nick@excessvoice.com

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JOB BOARD

** Looking for an online copywriter or web content writer?

Post your job on the Excess Voice Job Board and reach over 15,000 copywriters a month.
http://excessvoice.jobcoin.com/

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SURVEY: How do you proof your copy?

Once you have written your copy, how do you proof it? How do you make sure there are no typos or other errors or weaknesses?

[ ] I leave it overnight and read it again in the morning.
[ ] I leave it overnight AND print it.
[ ] I have a colleague or family member proof it for me.
[ ] I use a professional proofing service.
[ ] Other (please explain).

Comments:

(NOTE: Any comments and your name may be published in the next issue, or on the Excess Voice web site.)

Cut and paste your replies to me at mailto:nick@excessvoice.com

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NICK USBORNE'S SERVICES:

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http://www.nickusborne.com/speaking.htm

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