Tag Archive for: communication

Why good copywriting is key

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*orignally posted as a guest blog for Frank & Friend*

Most people know what copywriting is, many would say that they know what good copy looks like and more than a few believe that they can produce it.

Unfortunately, this means that it’s common to undervalue the skill of a good copywriter and the impact that the right copy can have on the success of a business.

When building a brand, it’s easy to whip up some general content on your website or marketing materials and hope that your customers and prospects will relate to it. The problem is, when it doesn’t resonate with your target audience the way you’d hoped, the copy itself is often overlooked as being the problem.

Any good marketer worth their salt (present company included) realises that quality copy is a powerful sales tool, capable of turning loosely interested bystanders into paying – and loyal – customers who are in it for long haul, and who doesn’t want that? Essentially, quality, consistent copy is a crucial element of your branding, and therefore should be treated with the due attention it deserves.

Time and time again marketers are faced with a delicate dilemma, wrestling the copy arc from business owners in order to put it into the hands of an expert who can bring their carefully laid plans to life – while also making sure that no one’s feelings are hurt. After all, you’ve built your business, so why let anyone else write about it? It can be tough to let go, but it’s nearly always worth it when you do.

If you made it this far in the Frank and Friend archives, then you’ll already know that branding is a defining characteristic of your business. It’s distinctiveness and recognisable persona appeal to your customers directly. Not only is this represented in the colours of your logo and the layout of your website, it also comes from the words that your audience will read, the slogans you promote and the tone of voice that you use – so it needs to be right.

Here are a few key things all good copy should have:

-A point – unless you’re a romantic novel or a Christopher Nolan movie, any communication your business puts out should have a     clear and concise point

-A consistent thread – in order to attract, retain and inspire customers, all copy across every medium and platform should be   consistent with the essence and tone of your brand

-A personality – don’t be inappropriate, don’t be contrite and don’t be reckless, but do create copy that has some life and vibrancy to   it. If you don’t want to read it then there’s little chance that your customers will want to either

Copy needs to show customers how a product or service makes a positive impact on their life, connecting with them on a personal level and offering enough value to inspire action. Anything that is too caught up in technical jargon, personal preference (or vendetta) or speaks to unchecked facts or irresponsible tone will fall flat. Therefore, if your marketing support wants to give your copy a refresh, re-jig and reboot to help make their plans, and your business, really fly – make sure you let them…

Thanks for reading!

Made a mistake? Be honest & transparent

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It is true, mistakes happen. They happen at work, while you’re out driving,  at home doing some ill-judged DIY, or attending any kind of awkward social gathering – where there are human beings, the inevitability of a mistake happening at some point, is, well, inevitable…

It might not be desirable to make a mistake. For example, no one wants to show the wrong data in an important meeting, or press send on an incorrect email going out to thousands of people, but it does happen, and it happens more than you think. Human beings make mistakes. That’s what makes us human. And what it also means, is that just because you make a mistake, this doesn’t immediately qualify you as a failure, a bad person, or an embarrassment.

Because what is the most important thing we’re told about falling down? It’s how you get back up again…

So, how you can learn to deal with your mistakes, particularly at work, and hopefully turn a disadvantage into an advantage?

Step 1:

Own it.

Yes, you’ve made a mistake. It’s ok. It might not have even been your fault directly, but when the buck stops with you and it’s your responsibility to amend the error, the best thing you can do is to own it. Passing the blame never goes down well. It’s transparent and people tend to not respond well to it, especially if they’re the ones who are on the receiving end of the mistake.

So, take a deep breath, hold your hands up, explain what’s happened and be honest. 9 times out of 10 you’ll be met with compassion and understanding – and if you’re not? Well, at least a clear and honest conscience is known to get a better night’s sleep…

Step 2.

Wait for it.

Ok, so the mistake has happened, the email has gone, the order has been shipped, the horse has well and truly bolted – so there is no point in locking the gate shut now is there? Irrational, snap decisions made in haste will only serve to escalate an already tricky situation, so just…wait.

Take stock and evaluate the damage done, then assess your options rationally. There is rarely anything that happens that cannot be remedied or rectified by a sharp and creative mind, so use yours. Weigh up the true weight of the situation and stay calm. The answer will come to you if you approach it with confidence and clarity. And if doesn’t resolve things? Well, you better dump the body in the river and get on the first flight to Mexico…

Step 3.

Sell It.

Every failure is an opportunity (if that isn’t already a famous quote, then it should be) once you have found your solution to the problem, present the resolution and sell it in.

If you live by the old adage that everything happens for a reason, then embrace it. Yes, something might have gone terribly wrong, or not to plan, but try to see this as an opportunity to demonstrate your skills to greater advantage. A mistake might open the way for an even better idea, or a solution that shows off a new skill set or innovation. Whatever it is, make it work, sell it in, and pour yourself a large glass of wine afterward – you’ve got this.

So, there you have it, a gentle reminder that everyone makes mistakes, especially under the day-to-day stresses and strains of a busy working environment – so try not to berate yourself, or your team, too harshly for it. Instead aim to seize a new opportunity from every set-back. Without mistakes, we never learn, so get back up and move on – no matter how many times you fall.

Like any successful business; you should have processes in place to deal with any problematic issues. However, if you’re in need of some support with your direct response or crisis comms, simply get in touch today!