Good newsletters are great; but very few newsletters are really good. Most are average and many are a not very well disguised sales pitch. Newsletters are marketing tools and writing for the reader is the key to success.

Here are my thoughts on newsletters – check your own newsletter out against these and I guarantee it will get better.

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The hot shot ad agency types will tell you it’s about something gimmicky, shocking or what’s hot today. They’re only partly right. There are many reasons people ‘get it’ – and plenty of obstacles that stop them getting it! Here are 7 tips that will help your copy to be read:

1. I don’t want to know what you do, I want to know what I get so write about what’s in it for ME (your reader).

2. If you give me lots to read I might not bother, keep paragraphs and sentences short and to the point.

3. When you start writing you MUST know why people buy you and tell your readers that’s what they get.

4. Most people don’t read online, they scan, so put easy-to-read devices like bullets and subheads to help them get your message – and whilst people tend to read more from paper, it’s a good way to draw their attention to the key points.

5. What do people REALLY want to know? Not lots of detail. Tell them what they want, not what you want to say.

6. What do you want people to do when they’ve read your message? Don’t forget a call to action.

7. Don’t make people work hard; tell them what to do and make it easy for them to do (i.e. make the words a link) or put the phone number right there (don’t expect them to search around for it).

There are many more reasons people stop reading – but just getting these right will make a real difference.

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If you are the company owner you’re probably the worst person to write your website copy – you simply know too much!

Most of us are so passionate about what we do (or why are you doing it?) that we want to tell our readers EVERYTHING. The trouble is that they simply don’t want to know.

When people arrive on your website they are there for a reason – they’re either looking for information or trying to find a specific product or service and probably comparing offerings. All they are interested in is:

That means that every word on your site needs to address those two questions.

Here are 7 key things to avoid:

1. Don’t start with ‘Welcome’ or the page name – start with a big bold headline that tells them the site is will address their needs.

2. Don’t use the home page to tell them how wonderful you are, how long you’ve been in business and all your qualifications and experience. The home page should be about your visitor and what they’re looking for.

3. Don’t assume that they’ll arrive on your home page – every page should stand alone; strong headline; content that supports that and outlines clearly what it’s about.

4. Don’t imagine that people will rush to your testimonials page and read them all avidly. Scatter your testimonials throughout the site on relevant pages.

5. Don’t put too much information on the pages – people don’t read it anyway; they just scan for key bits of information. Put key words in bold (but not too many); use bullet lists (no more than 5 to a list); keep paragraphs short and the page should not be more than 2 screens to scroll down. Aim for 200-250 words max.

6. Don’t forget to put page titles that go in the blue bar at the top – or get your web designer to do it; it helps people to know what the page is about – especially the bots!

7. Don’t write a dry fact based About page – give it some energy! Quotes from the founder, MD, CEO, Owner, that bring their passion, beliefs and values to life – you might find that real people are the deciding factor in whether someone ‘buys’ your organisation or a competitors!

Over to you!
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I make no apologies for revisiting this subject – it’s important!

I keep visiting websites that start their home page with ‘We are … a family company/expert carpet fitters/a long established company/dedicated to our customers/etc. etc. What’s wrong with that?

I don’t want to know that!

We’re all proud of our background and expertise, but if someone has just found your website they are probably looking for something – you need to tell them that they’ve found the right place. If they already know you – they probably know all that already!

Why have you got a website? Is it simply because everyone else has one? I hope not. If you’ve invested in having one designed and created, then you need to make it work for you – and pay your investment back, then start making a profit. Why would you do something that doesn’t help you to make a profit?

Understanding what you want the website to do is the first step. Understanding what people are looking for when they arrive there is the second step.

Know what their issues/problems/challenges are – and make sure that the message they get right away (that’s your headline) tells them there’s a good chance your website will deliver what they want!

If you think they’re going to read their way through your website to find out what they want to know – you’ll be disappointed. When you’re looking for information online, how long do you hang about if you can’t see something relevant right away?

I rest my case! Decide what you want it to do and then make every word work towards that end.
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English is one of the richest languages in the world – the multitude of words with nuances of meaning is awesome. It’s astonishing that it’s become an international language, simply because there’s so much vocabulary to learn – and let’s not get started on the irregularities in English grammar!

Talking to a client we got on the subject of ‘understanding’. I think that the word ‘understand’ means that the person gets the message correctly and clearly. He says they may understand something, but not understand it correctly.

This all ties into the issues of whether the accurate understanding of your message is the responsibility of the receiver, or the responsibility of the sender (that’s you).

When you say something to someone else, it’s hard to say ‘did you understand that?’ without sounding as though you’re also saying ‘I think you’re a bit thick, so I’m checking up on you.’

Of course, even so, they will probably say ‘yes’ in any case. This might mean:

Professional speakers are taught to repeat their points three times – just to make sure we all get it. It’s a good rule of thumb to follow.

So, now you’ve read all this, did you understand what I thought I’d said, which was …

Be clear, be concise and, if in doubt that you’ve been understood, say it again in different words!
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A couple of posts ago I promised more about how people read different kinds of document. Here it is!

On screen people scan in an F shape with the top bar of the F starting about 2/5 of the way down the screen. On paper the scan pattern changes, depending on the document.

On a flat piece of paper most people scan in a Z pattern. This means that they get the headline, then their eyes run diagonally from top right to low on the left hand side. Anything on the right hand side is pretty much ignored and, to get attention on the left you’ll need to use devices such as subheaders and bullet point lists. Contact details across the bottom or in the bottom right corner work well. Bear in mind that a low percentage of people actually turn an A4/letter size sheet over – so think carefully whether you need a message on the back!

A trifold – an A4/letter sized sheet folded in on both sides to a standard envelope sized document. This is where you can use both sides very effectively, if you get the information in the right places. This is what needs to go where:

A postcard is a small area so don’t stuff it with information, however, use the front for attracting attention – a bright visual and a strong bold headline. The back can carry a few ‘what you get’ bullets and your contact information with a strong call to action, people do turn postcards over as we’re conditioned to expect a message on the reverse.

There are many more documents – the secret of success is to watch people handling them and see where they stop and read – then use that information to put your key messages in the right places.
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Having just broken my arm – and it’s my right one (yes, I’m right-handed), I’m discovering how many things we do on autopilot. We learn habits that are hard wired into our subconscious and help us to operate with the minimum of fuss.

Are all these good habits? Not necessarily, we learn to do lots of things that are not the best way, just the easiest, because that’s how we’ve always done it. Having to look at how you do something is a great opportunity to review, revise and create a more streamlined or efficient way of doing things.

I’ve already realised that I have things in my kitchen that I don’t use and are actually in the way. Moving them out has created more work space and easier access to the things I do use.

What’s this got to do with websites and web copy?

How many of you have a website that you haven’t changed for ages? Have you actually read your site recently – is it still fresh and up to date, or does some of it need cleaning up? Does some of the information need putting away and a new page putting in its place. Or do you need a change of structure to allow people easier access to the areas they really want to get at?

If you had to start from scratch would your site have the same information as it has currently? I bet it wouldn’t!

Start reviewing and bring your site up to date – oh yes, you’ll find the search engines will start to notice you exist if you start changing things regularly too!
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This isn’t about web copy – but it is about readability and it uses some of the same ‘rules’.

There are many different varieties of flyer; there’s the letter/A4 sized sheet, the A5 (half letter size), the trifold, the DL (compliments slip size); the postcard – and many others. Today I’m going to talk about content – and tomorrow about where the content needs to go.

Finally, when you’ve assembled those pieces of information – don’t be tempted to fill space with additional information! Stop right there!

Read the next blog to find out how to assemble the various types of flyer so the key information is in the right places.
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Technology has delivered a faster paced life to us all – we get information quicker and in much larger quantities, so it’s no wonder that we feel a bit overwhelmed at times?

How many people do you know who mutter about ‘work overload’, ‘not enough hours in the day’, ‘never seem to catch up’ and other typical phrases of busy people? You’ve probably uttered a few yourself – and how many time management books have you got (and probably never had time to read)?

What’s this got to do with writing copy? Well, would you rather be working late or out enjoying the sunshine? Would you prefer to sit in front of a computer or relax with your friends or family? It’s a no-brainer! Think about what you’re offering and how it will help the buyer to use their time better.

The secret is not only in explaining how much time that your potential buyer can save – but also get them to see themselves using that time in a pleasurable or more productive way.

For example: Are you slaving away over writing the copy for your website and still can’t seem to get it right? Don’t worry, you can have focused, reader-friendly and search engine friendly copy written for you in a fraction of the time it will take you to do it yourself – leaving you free to get out of the office on time, instead of staring at a computer screen late into the evening.

Your site will get more traffic, have higher retention rates and more people contacting you – and you can spend your time making your customers happy with the top class service you provide, getting more business and higher profits.
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It doesn’t matter if you’re writing a book, a letter, a website, or a marketing email – there is one thing they all have in common – a plan!

I know of writers who suffer from ‘writer’s block’ – and they claim that they need inspiration to write. I don’t buy that!

Even for fiction – where creativity might be said to be rated higher (although I don’t agree with that either) – a plan makes writing easier.

If you know what the purpose of your written document is and brainstorm all the key elements that must be included:

and so on, then organise all the information into a logical order – you’ve got your plan!

Of course, part of the issue will be about length – how much information do people want to read on this issue? There will be items of information that are essential and some that are desirable, and some that are purely an ego trip for you. Time to do some weeding!

Now you have all the essential information and information that helps people to get your message in the right order, writing it should be really straightforward.
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