Article for Copywriters: Help, Help, Help, Sell

For information on my coaching service for freelancers copywriters, visit:

April 2004
Issue # 52

In this issue:

>> Intro: Thanks for the Anecdotes
>> Update: Personal Updates - Coffee & Net Words
>> Article: Help, Help, Help, Sell
>> Readers Write Back: More Anecdotes, Examples
>> Survey: What Do You Think of ExcessVoice.com?
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Greetings,

Phew! Only just managed to get this issue out on time. If you spot any typos...be kind! Just one of those very busy times. Which is a good thing.

Thank you to everyone who wrote in after the last issue. I have added a couple of the 'great copy anecdotes' in this issue's Readers Write Back section. And thank you to everyone who sent in offers of Services to Writers. I have everything in a folder, just waiting for a quieter time, when I can go through everything and put together a new page on the site.

Which brings me to the next point. In this issue's survey I am asking for some feedback on the ExcessVoice.com site. Do you ever go there? What do you think? Is it useful? I would love to hear some feedback.

Finally, if you like really good coffee or teas, take a peak at the 'Update' section below.

I hope you enjoy everything in this issue and, if you do, please forward it to a friend or colleague.

Until next time.

Nick

>> Feedback: mailto:nick@excessvoice.com

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UPDATE: Personal Updates - Coffee & Net Words

First -- Coffee

Recently I became a partner in an online coffee and tea store -- coffeeandteawarehouse.com.

Why? A couple of reasons.

First, I have always wanted to be involved in a business that sells a physical product. Something appeals to me about the thought of people buying something, and waiting for a package to arrive at their door a few days later.

Second, I like the idea of putting my money where my mouth is. For decades I have been giving advice to others, writing their copy, putting together their newsletters and emails. Well, I like the idea of doing the same for myself. I'm sure it will prove to be a humbling experience in some ways. Writing copy and dishing out advice for others is one thing -- doing it for yourself is quite another.

Now to the offers. Nothing that exciting about the first one. But if you like fine coffees or tea, it would be great to have you as a customer.

And, it gets better now, if you want to buy in slightly larger quantities - for your office, car pool, neighborhood group or whatever, I'd be happy to give you a special wholesale deal. Even better than the prices on the site.

For a bag or a few, go to the site here: http://www.coffeeandteawarehouse.com

For larger orders, email me at nick@coffeeandteawarehouse.com

>> Second - Net Words

Steven Streight pointed me to a review he wrote of my book, Net Words, at epinions.com. As well as being one of the longest and most comprehensive reviews of the book I have read, he is also very generous in what he says.

Thanks!

You can read the review here:
http://www.epinions.com/content_136376585860

You can buy a copy at Amazon.com here:
http://www.amazon.com/exec/obidos/ASIN/0071380396/
excessvoice-20

>> Reviews from Previous Issues:

- Principled Profit

How to succeed in business without turning your back on your personal ethics and values.
http://www.excessvoice.com/business-ethics.htm

- MarketingSherpa:
The Permission Emailer's Guide to Avoiding Filters
http://www.excessvoice.com/marketingsherpa_email_filters.htm

- MarketingExperiments.com
Direct, measured answers to tactical online marketing questions
http://www.excessvoice.com/marketing-experiments.htm

- Site Build It!:
Small business Web hosting, Web design and SEO.
http://www.excessvoice.com/sitebuildit.htm

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ARTICLE: Help, Help, Help, Sell.

Here's a fundamental difference between copywriting offline and copywriting for the web...

- Give or take, my job as a copywriter offline was to sell, sell, sell, sell.

- Online, I think, my job is best described as help, help, help, sell.

How come?

Because web sites are a pain for buyers and searchers. Much harder to 'use' than a physical store or library, a brochure or a catalog. The biggest problem being -- no two sites work exactly the same. There are always differences in appearance, architecture, navigation.

The result: Every first-time visitor to your site has to pause, look around and figure out how your site actually 'works'. Where is stuff? How do I get there?

Can I figure out how you have organized everything?

We don't have problems like that with a catalog. Every catalog starts with the front cover, then you turn the page to see what comes next, and so on. Web sites aren't like that. They 'unfold' in different ways.

And that's where the 'help' comes in.

Before you can think about selling, you first need to help each visitor find what they are looking for, whether that be a product, a service or simply information.

Every headline, subhead, block of short text and link text needs to be helping the visitor. You need to guide them, inform them, direct them. And, of course, at the same time, pre-sell them. Make them feel confident as they click their way through the pages. Make them feel good as you direct and help them forward.

Help them with clear headings, descriptions and links. Keep them feeling confident that they are just a click or two away from finding what they really want.

Once you have done that, once you have been truly helpful...you will have achieved a number of things.

First, you will have taken them to where they want to be with the minimum of fuss, confusion and wasted clicks. And that means higher conversion rates.

Second, you will have taken them to that final page in a very positive state of mind. They will be feeling good about your site. Feeling positive about the experience. Feeling delighted that they have found what they wanted so quickly and easily.

And then, and only then....Sell.

Yes, at the end of the day, it's all about selling. But the emphasis, the state of mind you bring to the process, can make a big difference.

** If you found value in the article, please forward this newsletter to colleagues and friends who might be interested.

** The archives of all previous ExcessVoice articles can be found here:
http://www.excessvoice.com/archive.htm

>> Feedback: mailto:nick@excessvoice.com

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READERS WRITE BACK: More Anecdotes, Examples

"The last line in a direct mail ad in a newspaper back in 1978 really hooked me. It was for the book "The Lazy Man's Way to Riches" by Joe Karbo. A co-worker brought the ad into my office and asked me if I could see the catch. I couldn't, so I bought the book. It was partly about positive thinking, and partly about how to make money in direct marketing. I have been hooked on direct marketing ever since.

But here is the line that had the power for me: "Six months from now, you can be on your way to living the life you want, etc. (words to that effect). Or you can just be six months older. You decide."

Somehow that line made me realize very clearly that I am going to be older anyway, might was well take a chance..."

- Noel McNaughton

"Example 1 - LOCAL PATRIOTISM

I live in Borås, the fifteenth largest town or so in Sweden. I can assure you it´s not the tourist resort of your choice in this country - though I love it. But in the general opinion, it´s a bore.

A couple of years ago there where posters all over town promoting this photo competition. You were supposed to capture the spirit of Borås in photographs - something like that. In the nature of competitions lies of course winning prizes. And now for the great part. The first prize was a weekend in Borås.

Second prize a weekend in Stockholm. That was it. Just a description of the competition and the prizes. But it had such a strong sense of local patriotism and not to mention boldness. The idea of little industrial town of Borås to be the better alternative to big, fancy Stockholm. It simply made a Boråser proud to be a Boråser. If the prize would have been something like a SUV or whatever it would have given a completely different message (read: boring). I didn´t participate in the competition since I'm a lousy photographer. But it definitely strengthened my sense of Borås to be the coolest place around. I will never forget it.

Example 2 - FRUSTRATION

Somewhere in Sweden, a one man bicycle courier published an ad in the local newspaper. It showed him standing with his arms crossed, looking angry and with a Donald Duck-style angry-cloud above his head. The copy went something like "Why does it have to be so damn hard? Now I have run my bicycle courier business for x years and I´m almost out of money. If I don´t get more clients, I will soon be out of business. So please hire me the next time and save me from bankruptcy. I'm good, ok?".

Now, remember that this is just a very vague paraphrase. But once again - the spirit! I don´t think there is a need to further discuss the uniqueness of such a message.

Any Swedes out there that have the actual copy from these campaigns?"

- Jonas Söderholm

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SURVEY: What Do You Think of Excessvoice.com?

The ExcessVoice.com site started out simply as an archive for previous issues.

Over time, I have added additional pages - resources, reviews, books etc.

So...what do you think?

Check one or more boxes below...and I'd love to hear other comments and opinions.

[ ] I never go to the site
[ ] Love it and have linked to it
[ ] I check it out every couple of weeks or so
[ ] I visit only if there's a new review that interests me
[ ] Too many ads, too much junk...don't like it
[ ] Only go there to read articles

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