nick usborne's guide to online copywriting
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Excess Voice Newsletter
July 2008, Issue # 159
In this issue:
>> Intro: Do you have a book inside you?
>> Review: The Ultimate Desktop Copy Coach
>> Article: Small retail web sites can still have that personal, community touch.
>> Survey: What's your favorite type of writing assignment?
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Find out about my COACHING service for freelance writers and copywriters.
And get your free copy of the Freelance Business Growth Checklist.
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Greetings,
According to the feedback on the last survey, while 22% of us are already published authors, a full 60% have a book inside...but either haven't started writing, or have started but not finished.
When it comes to completing any large writing project, my own experience has been that the only way to get started, and finished, is to set yourself a fixed number of words to write each day. And keep going until you're finished.
In this issue the article is on the topic of giving small retail web sites a more personal touch. And the review is for a very, very large copywriting course.
Also, if you have a few moments spare, please take a moment to respond to this issue's survey.
Until next time,
Nick
Nick Usborne
>> Feedback: mailto:nick@excessvoice.com
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REVIEW: The Ultimate Desktop Copy Coach - A copywriting course by Tony Flores based on the experience of Clayton Makepeace.
I don't think this course is right for everyone.
I am featuring it here because it will be exactly right for a very small number of people.
This is a huge course. The binder itself runs to over a thousand pages. Plus there are CDs and DVDs.
So who is this course for? It's for someone who would be prepared to take a university or college course in order to learn all there is to know about direct response copywriting and marketing. In other words, this course will take a significant investment of both your time and your money.
But if this is what you want...then this course will give you all the information you need. And while the investment may be significant, it will still be a lot less than you'd pay for a college course.
Read my review here:
http://www.excessvoice.com/makepeace-copywriting-course.htm
POPULAR PRODUCTS AND REVIEWS:
#1. Nick Usborne's Million Dollar Secrets to Online Copywriting
This is a "professional-grade" course written to address the full complexity of writing online. It is a strictly how-to course in which I go through the process of writing all kinds of web pages, emails and newsletters. Take this course and you'll know everything I know about writing for the web.
More details here:
http://www.awaionline.com/onlinecopywriting/index.php
#2. Writing Rituals
My productivity guide for marketing writers and copywriters. This set of 5 rituals will help you stay focused on your writing tasks, avoiding the perils of procrastination and writer's block.
Learn more...
http://www.writingrituals.com/
#3. Michael Masterson's Accelerated Program for Six-Figure Copywriting
Other than my own, 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: Small retail web sites can still have that personal, community touch.
There was a time when every town in the Western world was home to dozens of small retailers.
You could shop at your local hardware store, buy music at the local music store, buy bread from the local baker, buy meat from the local butcher, and so on.
Most of these small stores have been pushed out by giant retailers like Wal-Mart.
In most markets it's impossible for small retailers to compete and survive within their own communities. The lure of low prices steals their customers away to the bog box stores.
But how about online?
Is the web the new home of the small retailer?
I think it is.
But if small, online retailers want to survive competitors like Amazon, then they need to take some lessons from their real world counterparts.
Think like a small store owner
What was it that we found so attractive about buying from small stores locally?
I think there are a few factors:
- It's nice to know the whole store. With a small store, it doesn't take long to get to know every nook and cranny of the place. (Try that with Wal-Mart.)
- It's nice to recognize the people behind the counter. And it feels good to be recognized.
- It's good to know that someone is "there" for you, and responsible for what happens. (Try finding someone who will take responsibility for anything at a big box store.)
Is it possible to recreate this same level of personal service and accountability on the web?
It is, although it can never be an exact replica of what we experience in the real world.
Find a balance between online convenience and offline personality
Even if your online business is small, visitors still expect "big store" convenience. In other words, you need to provide simple, intuitive navigation, a secure shopping cart system, great customer service and every other element people have come to expect when shopping online.
But as a small business owner, you also have an opportunity to be more personal, to "be there".
Without getting in the way of the shopping experience, you can insert some local store personality.
Write in a style that is genuinely personal.
Show photos of yourself and your staff.
Add a blog, letting visitors know what's happening. New product introduction? Chat about it and invite comments. Janet who handles customer service is getting married? Tell your customers about it.
In other words, if yours is a small business, then take advantage of the strengths that come with being small.
Be there for your prospects and customers. Show your face. Get your staff involved. (Jack from shipping may love the idea of answering some customer questions online.)
My opinion...
When I look at smaller store online right now I see companies becoming more and more sophisticated in the design and layout of their sites. I see better shopping cart systems in place.
But what I don't see very often is the people behind these small online stores.
Don't hind behind the store.
Come out front, where people can see you and hear you.
"Being there" is your competitive advantage.
>> Feedback: mailto:nick@excessvoice.com
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SURVEY: What's your favorite type of writing assignment?
Most of us get handed a wide range of writing assignments. But what kind of assignment do you like best?
[ ] I like writing direct sales copy
[ ] I like writing marketing materials, but not direct sales copy
[ ] I like writing editorial content
[ ] Other.......(please describe)
(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:
Yes, I do more than write articles and publish newsletters.
Ask me to give a training seminar or webinar for your writers or web team.
http://www.nickusborne.com/speaking.htm
Ask me to write for your site, emails and newsletters.
http://www.nickusborne.com/copywriting.htm
Ask me to optimize your key offer pages...
http://www.nickusborne.com/consulting.htm
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