Yesterday I took another look at a website that is, without doubt, one of the most visually stunning websites I have seen in a long time. Widgets that glide smoothly around like some state-of-the-art sliding doors wardrobe… Massive images obviously taken by skilled photographers… Indeed the first image you see takes up the entire ‘above the fold’ area on my desktop with a flowery animated tagline that screams out ‘advertising creative department brainstorming sessions’. In the corner is a tiny menu of the kind you find on mobile phone websites, almost as an excuse, as if ‘we had to put a menu in somewhere, so let’s make it as small as possible so it doesn’t get in the way of our hugely CREATIVE opening shot’. And when I click on it, the website goes into overdrive with things sliding across the screen from the left and then the right, widgets springing open and whizzing around. Quite frankly, I feel seasick. Continue reading “Visually stunning – but a marketing tool it is most definitely NOT!”
Back in the summer I wrote a post The cheapest, easiest loyalty-building technique known to man? which talked about LoveKnitting.com who pop a simple, cheap boiled sweet into the package every time you place an order.
Well I’m sad to report that the sweets seem to have stopped – and believe me I noticed!
Which immediately made me think “Cheapskates!” and love LoveKnitting.com a little less. Continue reading “The sweets have stopped!”
Many of us are guilty of it – creating bells-and-whistles websites that look amazing yet fall at the first post when it comes to doing what a website is there to do: generate business. Often it’s because key information and benefits are tucked away in an almost invisible navigation at the foot of the page. Or they’re camouflaged in a laid-back navigation right at the top which risks being confused with the browser task bar. Or they only appear on secondary pages, not the Home Page. Or the phone number is difficult to see. And so on. As a result, critical information that sets a business apart from the competition can be easily overlooked. Lazy customers won’t click past your Home Page. Or even bother to scroll DOWN your Home Page. So it’s vital that all your key information is easily and obviously accessible from the Home Page, preferably above the ‘fold line’ (a term that comes from the days of direct mail) which is the first thing customers see when they click onto your site. Continue reading “Pitch your website at the laziest customer”
What I meant to say, of course, (just in case you’re assuming I’m the worst copywriter in the universe) was: Incorrect use of apostrophes drives me bonkers and bananas. Continue reading “Incorrect use of apostrophe’s drive’s me bonker’s and banana’s”
I use Firefox and it wasn’t letting me publish posts. Turns out it’s fine in Internet Explorer, so problem solved!
Today I received my umpteenth parcel from LoveKnitting.com, my favourite online knitting yarn store. (I am a serial knitter.) Despite the fact that regular customers tend to get 10% off their next order (by a certain date), free delivery over £25, fast next-day delivery by a very friendly delivery driver from Hermes, regular special offers, a great range of yarns and no-quibble free returns, I was somewhat put out. Why? Because, for the second order running, they’d omitted to include a boiled sweet in the parcel! Continue reading “The cheapest, easiest loyalty-building technique known to man?”
HSBC’s move to shift UK-based IT jobs overseas to Poland, China and India as part of its grand plan to cull 8,000 UK staff – AND get some of them to train their overseas replacements!!! – reminds me of the ‘good old days’ of the UK-based Midland Bank, before ’employer of choice’ (as it likes to be known) HSBC took over. (BTW the photo is of a Midland Bank advertisement from my school magazine circa 1972, in the days when banks were recruiting UK staff, not dumping them for overseas recruits.)
Back in the early 1980s (before I became a copywriter), one of my friends acquired a floppy 45rpm record produced by the Midland Bank as part of an advertising campaign to promote its tagline: The Listening Bank.
Following on from TV commercials and radio ads featuring the Midland Bank’s famous jingle – Come and talk, talk to the Midland, come and talk to the listening bank – the bank had put together this promotional record comprising a stack of different versions of the jingle, in varying musical styles from heavy metal and punk to country-and-western.
It was hilarious and one of those brilliant publicity campaigns I’ve never forgotten. What a fabulous idea! Shame I can’t find any reference to it on Google. And shame HSBC, the ’employer of choice’, can’t be as creative in the way it treats its UK-based employees, hey…
I love it when a client tells me that one of my sales letters has generated loads of business. Like this email from a client not too long ago: “We sent out a stack of sales letters last week and within 48 hours we’d already had 8 people on the phone – and that’s even before our sales people started following up with calls. I know that every time I talk to you, Bev, I’m going to make money which is great!”
And another from a client yesterday who’s been so pleased with the response from his sales letters that he’s asked me to write another letter. Today I wrote the draft and this is his response so far: “Thanks Bev, I’ve had a quick look at the draft sales letter and my first impression is good (as I’ve come to expect from you!)”
Apologies for being quiet on the blogging front, but I’ve been S.O. B.U.S.Y., which – of course – is a good thing. All bar one copywriting project has been from existing clients, many of whom go back literally YEARS. The exception was a company based in Europe who asked me to Anglicise a translation for a product leaflet. Basically, it needed a total rewrite, but they were so happy with the result that they sent me a second copywriting project – a trade advertisement – to write straight away. So hopefully they will go on to become a long-standing client.
On top of this I’ve been copywriting a brand new website for a very long-standing client who I’ve been copywriting for since their very first website and product brochure donkeys’ years ago. So that’s two brand new websites for two very long-standing clients in just two months!
Plus I’ve been copywriting a series of case studies for another client who goes back many, many years. I’ve lost count of the number of case studies I’ve written for them. (Actually I’ve just counted the case studies on their website and it’s at least 50.) Recently they expanded, so I’m also copywriting case studies for the other company that’s been brought on board. (Read some of them here.)
I’m an old hand at interviewing clients for product case studies, so if you’d like to build a stockpile of business-winning case studies, get in touch with me on 0113 2665785 or via my copywriting website.
Yet another long-standing client has been in touch, too, with promises of more copywriting work, so that’s great news.
And I’ve been copywriting bits and pieces – e-shots, web pages, etc – for another client who has been with me for years.
Want to become my next long-standing client? Call me on 0113 2665785 to see how I can add ‘oomph’ to your business marketing just as I’ve done for my other clients over the years.
Okay, so what’s been on the copywriting menu this week?
I’ve had the celebrity chef’s website again (copywriting for the recipe pages this time) followed by a case study for a company that supplies seafish across the world.
I’ve also been copywriting for a very old and regular client – a design agency which has probably put more copywriting my way than anyone else; we go back to 2003. Continue reading “The end of a busy week’s copywriting!”