Donna Kozik, Copywriter

Labels: email, technology, Thunderbird

I recently interviewed magazine journalist Elizabeth Razzi. She established herself as a consumer journalist at Kiplinger’s before leaving to freelance and write a couple of consumer real estate books.

We had an interesting discussion about voice. Razzi said that she enjoyed consumer journalism because she had the opportunity to explain financial mysteries to people and positively affect their lives. She’s good at it, yet when it came time to write a book proposal, that was “marketing writing—something I had never done before.” After that, there came writing the book itself, another matter of finding a voice.

“At Kiplinger’s, everything was in ‘their’ voice,” she said. “There’s more of a personal approach with a book—that’s me talking to the reader. It’s a personal approach to writing and something I had never done before. Once I got the book assignment, I had to sit down and figure out what I wanted to say all by myself.”

That can be intimidating, but Kiplinger tapped into one of the qualities she developed as a journalist where you learn to write to your audience. She determined that the book writing audience was an audience of one: a reader. “It was more of a direct link between me and my reader,” she said. “That took a little getting used to.”

I say it’s the same when it comes to online copywriting. When I write sales or other copy for a web page, I picture the one person I’m writing to. In our industry, this is called a “tarket,” where you identify the one nitty gritty member of your target audience. Some clients protest, saying that their product should appeal to more than, say, a tarket of “35-year-old female, who’s an east coast corporate executive, divorced parent of two, driver of a Honda Element and makes $70,000 a year.” Don’t worry, your product does. But you want to make sure that it first appeals to the one person who’s most likely to buy. So you must find a voice that speaks directly to that person—and other buyers will follow. If you try to speak to everyone, no one will buy because no one connects to the message personally. Your copy doesn't have a voice that they can hear.

For another example of sales copy speaking to a tarket, read the home page of the site for my book, 29 Days to a Smooth Move. Just 20 lines in and it’s obvious who we’re targeting with the sales copy. And, I’ll tell you what, it works. Most of our book buyers are women with families, pets and a pressing need to organize themselves for a do-it-themselves, inexpensive household move.

To sum up—good copywriters serve clients best by writing in a voice that speaks so a target audience will listen. If you're a writer, it's a good idea to develop those skills. If you're in need of a copywriter, be ready to think about and explain to your copywriter the specifics of your target market and the needs it has that your product or service can fill.

Labels: copywriting, tarket, voice

How well is your home page working for you? Time and time again I see businesses blowing their first online impression by making these big mistakes.

1. Wasting the top of your home page copy with a lame headline. (My vote for worst offender: “Welcome to my website.”) This is prime location—make it work for you by staking your claim with a strong statement.
2. Not giving people something to focus on. What do you want visitors to do most? Sign up for your newsletter? Click over to your product page? Whatever it is, make it so the eye is drawn first to that item. (By the way, the upper left or right hand corners are the Boardwalk and Park Place of your webpage.)
3. Cluttering things up with too many graphics, boxes and pictures. Highlight two or three other actionable items and make sales copy sing with short sentences and subheads.
4. Hiding contact information. Phone numbers, e-mail links and addresses should be prominent, even repeated, on your homepage.
5. Making copy unreadable. Black copy on white screen is best, and I’ve come around to not frown at white on black so often. Except to highlight a sentence or two in sales copy, leave the rest of the colors in the electronic crayon box.

Think your homepage deserves raves? Or want my take on what could possibly improve your online first impression? Drop me a line with your link at Donna@DonnaKozik.com, and I’ll be happy to take a look.

Labels: Better web copy, words on home page

Labels: collect online leads, e-zines, online marketing

In an aim to be positive, I'll set it up as a business hint I wish everyone would adopt:

If you're in a meeting, do not answer your cell phone!

I can't tell you how many times I call clients or subjects where the conversation goes like this:

Interview subject: Hello, Blah Blah Blah here.
Me: Hi, this is Donna Kozik. I was calling to--
IS: I'm in the middle of a meeting, I'll call you back.

Or

IS: I'm with a client. Can you call me back later?

Or

IS: I don't have time for you and I'm being rude to the person sitting across the desk from me. Why are you calling now anyway? Didn't you know I was busy but still would feel compelled to answer my phone?

Okay, you got me, I made that last one up. But that's exactly what it feels like the person is saying.

Please, if you're in a meeting, don't answer your phone!

DK

I overheard this news item on NBC San Diego this morning...

The top three magazines that you should have on your coffee table -- if you aim to impress visitors.

1. Architectural Digest
2. Robb Report
3. Wine Spectator

Hmmmm...personally I'd dig under those to find my latest issue of Entertainment Weekly.

DK

One copywriter/"netrepreneur" I admire is Alexandria Brown, the E-zine Queen. She is a real go-getter and her e-zines are always full of super advice. Another Southern California transplant, I met Ali a few years ago and she's just as authentically fun in person as she seems in her e-zines.

Take her recent issue of "Straight Shooter Marketing," where her feature article gives the 10 Keys to writing copy that sells.

I've included the entire piece below, but I think one of the more important points is the one she lists last: Hire a proofreader.

I agree -- the pay-off pudding is the proof. :) There's nothing worse than that pit-in-your-stomach feeling when you spot a mistake on screen, or, even worse, in print. Whenever I read copy, mistakes jump out at me like they were in 3-D, and it colors the whole piece.

I've been proofreading copy for several years now for clients across the nation and enjoy it almost as much as I enjoy writing copy. Call me a freak, but I find it fun and enjoyable to add polish to a piece with a good proofread.

If you need a proofreader, check out my credentials and contact me through www.DonnaKozik.com.

In the meantime, make sure you read more of the E-zine Queen's great advice below...

10 Keys to Copy That Sells!
by Alexandria K. Brown, "The E-zine Queen"

Whether you're selling a product or service, the 10 tips below are your keys to writing great copy that communicates and persuades ... to get results!

These guidelines can apply to Web copy, e-mail, sales letters, brochures, direct mail, and more. As long as your goal is to elicit a reaction from your reader, you've come to the right place.

1. Be reader-centered, not writer centered. Many ads, brochures, and Web sites talk endlessly on and on about how great their products and companies are. Hello? Customer, anyone? Think of your reader thinking, "What's in it for me?" If you can, talk with some of your current customers and ask them 1) why they chose you, and 2) what they get out of your product or service. TIP: To instantly make your copy more reader-focused, insert the word "you" often.

2. Focus on the benefits -- not just the features. The fact that your product or service offers a lot of neat features is great, but what do they DO for your customer? Do they save her time or money? Give her peace of mind? Raise her image to a certain status? Here's an example: If you go buy a pair of Gucci sunglasses, you're not just looking for good UV protection. You're buying the sleek, stylish Gucci look. So that's what Gucci sells. You don't see their ads talk about how well made their sunglasses are. Think about what your customers are REALLY looking for. Now, what does an insurance broker sell? Policies? Nope -- peace of mind. (See? You've got it.)

3. Draw them in with a killer headline. The first thing your reader sees can mean the difference between success and failure. Today's ads are chock full of clever headlines that play on words. They're cute, but most of them aren't effective. There are many ways to get attention in a headline, but it's safest to appeal to your reader's interests and concerns. And again, remember to make it reader centered -- no one gives a hoot about your company. Bad: "SuccessCorp Creates Amazing New Financial Program" Better: "Turn Your Finances Around in 30 Days!"

4. Use engaging subheads. Like mini-headlines, subheads help readers quickly understand your main points by making the copy "skimmable." Because subheads catch readers" eyes, you should use them to your benefit! Read through your copy for your main promotional points, then summarize the ideas as subheads. To make your subheads engaging, it's important to include action or selling elements. Bad: "Our Department's Successes." Better: "Meet Five Clients Who Saved $10K With Us."

5. Be conversational. Write to your customers like you'd talk to them. Don't be afraid of using conversational phrases such as "So what's next?" or "Here's how do we do this." Avoid formality and use short, easy words. Why? Even if you think it can't possibly be misunderstood, a few people will still be confused. Plus, being conversational helps prospects feel like they can trust you more.

6. Nix the jargon. Avoid industry jargon and buzzwords -- stick to the facts and the benefits. An easy way to weed out jargon is to think of dear old Mom reading your copy. Would she get it? If not, clarify and simplify. (This rule, of course, varies, depending on who your target audience is. For a business audience, you should upscale your words to what they're used to. In some industries, buzzwords are crucial. Just make sure your points don't get muddled in them!)

7. Keep it brief and digestible. No one has time to weed through lengthy prose these days. The faster you convey your product or service's benefits to the reader, the more likely you'll keep her reading. Fire your "biggest gun" first by beginning with your biggest benefit -- if you put it toward the end of your copy, you risk losing the reader before she gets to it. Aim for sentence lengths of less than 20 words. When possible, break up copy with subheads (see no. 4), bullets, numbers, or em dashes (like the one following this phrase) -- these make your points easy to digest.

8. Use testimonials when possible. Let your prospects know they won't be the first to try you. Give results-oriented testimonials from customers who have benefited immensely from your product or service. Oh, and never give people's initials only -- it reminds me of those ads in the back of magazines with headlines like "L0se 50 P0unds in 3 Days!" Give people's full names with their titles and companies (or towns and states of residence) -- and be sure to get their permission first.

9. Ask for the order! Tell your reader what you want her to do -- don't leave her hanging. Do you want her to call you or e-mail you for more information? 0rder n0w? Call to schedule a free consultation? Complete a brief survey? Think about what you'd most like her to do, and then ask her. It's amazing how many marketing materials I come across every day that don't make it clear what the reader should do. If you wrote interesting copy, your reader may forget you're trying to sell something. Tell her what to do, and she'll be more likely to do it.

10. Have your copy proofread! Good. Now have it proofread again. Don't risk printing any typos, misspellings, or grammatical mistakes that will represent your company as amateurs. Hire a professional editor or proofreader to clean up your work. Remember, you only get one chance to make a first impession! Oops -- impression.© 2001-2005 Alexandria K.

Online entrepreneur Alexandria K. Brown, "The E-zine Queen," is creator of the award-winning 'Boost Business With Your Own E-zine' system. To learn more about this step-by-step program, and to sign up for her FREE how-to articles and FREE audio class, visit www.EzineQueen.com

I've always said that the reason cliches are cliches is because they're true, but I've worked more and more to eliminate them from my copywriting and instead take a few minutes to think of something original.

The Plain English Campaign, led by John Lister, has released the results of its survey that sought out the most irritating cliches. Do you agree?

The Most Irritating Clichés:
1. At the end of the day
2. At this moment in time
3. The constant use of "like," as if it were a form of punctuation
4. With all due respect

Irritating Cliché Runners-Up:
24/7
absolutely
address the issue
awesome
ballpark figure
bear with me
between a rock and a hard place
blue-sky thinking
bottom line
crack troops
glass half full (or half empty)
I hear what you're saying
in terms of
it's not rocket science
literally
move the goal posts
on a weekly basis
ongoing
singing from the same hymn sheet
the fact of the matter is
thinking outside the box
to be honest with you
touch base

Want to read more? Go to http://channels.netscape.com/ns/atplay/package.jsp?name=fte/irritatingcliche/irritatingcliche

Welcome to the world of copywriting!

First, a definition. Copywriting is the art of composing the text that appears in ads and marketing pieces.

Copyrighting is the legal action of claiming a piece of writing as your own.

I thought it was important to get that established from the beginning.