nick usborne's guide to online copywriting
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Excess Voice Newsletter
July 2008, Issue # 160
In this issue:
>> Intro: Favorite Assignments
>> Review: The Ultimate Desktop Copy Coach and More...
>> Article: Write in the voice of your customers. Or should you?
>> Survey: Worried about losing the muse?
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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,
In the last issue I asked about the kind of writing you like best – direct sales, general marketing or editorial. The response to this question wasn't very high, but of those who did reply, the majority said they preferred writing editorial.
In this issue we have the regular line up of resources for you to check out, plus an article on finding a balance between your readers' voices and your own voice when writing for web sites.
And, as always, another survey for you to respond to.
Until next time,
Nick
Nick Usborne
>> Feedback: mailto:nick@excessvoice.com
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ARTICLE: Write in the voice of your customers. Or should you?
For over ten years I have been beating the drum in support of more visitor-centric language online.
Back in the day when most web sites were brochure-ware, I was speaking to anyone who would listen about the importance of writing in the language of one's visitors and prospects.
I still believe that. I still think most sites have a long way to go before they hit the right note with their online writing.
But I also have some conflicting thoughts on this subject.
Here's my concern...
Think about five competing sites, all selling self-help products.
Imagine that the writers at these sites spend a lot of time listening to the language of their visitors. They visit blogs, MySpace pages and forums etc. They get an excellent feel for how people really talk about the products they are selling. They also get a good sense of which benefits mean most to their prospects.
As a result, all five writers create some pretty compelling copy. Their sites are visitor-centric. They speak to the interests and priorities of their readers.
This all sounds good. And for the most part it is. These five sites are probably now way ahead of their competitors in terms of speaking the language of their readers.
So what's the problem?
Could it be that the language on all five sites now feels pretty much the same?
Could it be that their copy is now a teeny bit boring?
When you get too good at writing in the language of your readers, there is a very real danger that you will lose the character of your own voice.
Consider another medium – radio.
Do we listen to radio hosts who seem to be totally tuned into what we feel and like?
Maybe we do sometimes. But at other times, many of us tune into stations where the host is provocative and challenges our beliefs, values and priorities in life.
Which experience is the more interesting? Listening to someone who agrees with us at every level? Or listening to someone who provokes, challenges and even shocks us?
As in most things, there is probably a balance to be found here.
I'm all for writing web sites that connect with the language and interests of their readers. That's a smart thing to do.
But I also believe in the value of maintaining your own voice and character.
It is that voice and character that separates you from other sites which are selling the same products and services.
And if that voice is interesting and a little challenging, you'll find yourself attracting a lot more attention.
>> Feedback: mailto:nick@excessvoice.com
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SURVEY: Worried about losing the muse?
Whatever the writing we do, there is a creative element involved, even in writing that appears to be very technical or dry. Do you ever worry about losing the creative spark that enables you to create the next day's work?
[ ] Yes
[ ] No
[ ] Sometimes
(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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