It’s almost 6am and the sun is rising. I haven’t yet gone to bed. Not because I am not tired, but
- There’s a bloody huge spider stalking me, and I don’t do spiders
- I’ve had a horrible case of writers block all week and in the end threw up something, which is better than nothing – but it is awful and needs tweaking badly. OK, I’ll be honest, it needs re-writing
So, I thought I would at least use these sleepless hours being productive and catch up on some reading, watching and listening in the hope that inspiration hits.
Even if absolutely horrid web copy wasn’t plaguing me, that giant spider is still sat by my bed – I won’t be sleeping any time soon!
I was whizzing through my RSS reader and catching up with some blogs I haven’t had a proper read of in a while. One was Drayton Bird’s blog, the author of Common Sense Direct and Digital Marketing – a book that should be on your reading list, if you haven’t read it already.
Apparently, he’s moving from Blogger over to his main domain – and I do hope he sorts that redesign out. Direct marketing genius he may well be, WordPress expert he certainly isn’t.
Anyway, a few weeks back he posted with a link to a video about B2B Letter Writing. Within a few minutes he asked two questions…
What are the problems it solves?
Who does it solve it for?
How could I forget the basics? No wonder I was struggling to write. I had been that busy trying to rewrite the original, “we’ve been in business since blah blah and have a degree in thingymebobs” that I had somehow missed the option to hit delete and start again.
You don’t need to be a world class marketer or copywriter to get results – I certainly am not. You can learn a lot from the traditional marketing guys though.
Technology may change, people do not.
When you write your web copy just remember 3 basic things
- What are the problems you solve
- Who do you solve it for
- How can they hire you/buy your products
Save all that family run business stuff for the about page if you must use it.
Here’s the link full B2B Letter Writing video. It’s 25 minutes long but worth every second as Drayton dissects and explains how he wrote a sales letter for Webcast 20 years ago.
Pure Gold.
Image from freedigitalphotos.net
Three Simple Questions You Need Answer On Your Website by Jan Kearney
Grab your guide to local search and learn:
- What elements are important on your website
- How to set up your Google My Business Local Page
- How Google Plus can help you zoom past your competitors
- Two things you should not neglect if you want to rank in the local search pack
- How to power past your competitors and dominate your area
Simply add your name and best email address in the box below and I'll whizz your report and worksheet straight over to you.
Don't worry, I hate spam too (probably more than you!) I'll never trade, share, sell, exchange your email address or any other jiggery pokery.
I’ve been learning a lot about this lately, but it’s helpful to be reminded. How often we get bogged down in the nitty-gritty of site maintenance and forget about the reason it’s there. I could probably do with posting these three questions on the wall above my computer. 🙂
Hi Erin, thank you for popping in and taking the time to comment. You’re right, we do get bogged down with the nitty-gritty of it all and forget why we’re here sometimes. Go on, post those questions above the screen in big fancy print!
Hi Jan
I’m actually a subscriber to Draton Bird’s email list and he does come up with some really kool stuff I must say .. my only drawback is having the time to digest it all .. which means I ultimately end up bookmarking it for a rainy day (Like today .. when I’v got a job application to fill lol) .. My cat is the greatest spider catcher in the world! I’ll bring her over for a visit if your little hairy housemate has not vacated the premises … :o) .. just give me the nod .. if you can keep awake! :o)
cheers
Carl
Carl I think I need your cat, this spider frightens my dog too! I love Draytons writing, he’s almost as grumpy as me sometimes! Have you read Draytons books? Well worth it. Good luck with the job application too 🙂
You are very right there, Jan. Back to basics for me too now. A complete revamp is called for with a new site and much more consistent content needed. This may take a week or two…
Thanks for the post. Hope Horace has gone!
Hi Andy – Horace still lurks and leapt at my unsuspecting daughter yesterday! Good luck with the revamp, shout out when you’re done and we can pop along to the grand re-opening!
Hi Jan,
My heart goes out to you – I hate spiders too. 🙂 Well, afraid of them, so leave it to my daughter Alex to catch them. Mine often jump in my direction as I approach, especially large ones, so I scream and retreat. Alex uses a large glass and a piece of paper to catch and dispose of them into the garden.
On a more serious note – love your posts. I think your writing is some of the best I have come across. Always looking forward to coming back and commenting, because I know it will be worth it.
I agree with you. We so often forget the basics of good writing and why anyone should bother reading it. Focusing on a solution to an existing problem is the approach which is so often ignored. If we cannot find value to ourselves in a post or any other piece of writing, if it is just a bit of a vanity piece with little to offer, then we lose attention – sometimes forever.
Thank you for the very useful information, tips and links which you provide in your posts. Plus – it is always an interesting read.
Warm wishes,
Galina
Oh my! Thank you Galina! I’ll be honest, I don’t class myself as a good writer and here on the blog you get me, writing as I speak and often in woollyback Widnesian too. It seems to work well though, people often tell me they can hear me talking to them as they read.
I’m pleased you gain valuable info and tips – that’s the plan and it seems to work 🙂
Related to your three principles is a post I came across this morning – remembering why we’re blogging in the first place (unless it’s just a public diary) – http://ameenafalchetto.com/marketing/blog-for-show-or-for-dough/#comment-5850
Hi again Alan. I did click and read the link yesterday (I think – time flies when you’re busy and having fun!) It’s a great post. I do think I need to be a bit more forward with the buy/sign up messages too!
It’s funny – when it comes to web copy or promotional content (this is something I do for a living) I struggle with my own material. In fact, I’ve considered hiring out this at times because fresh eyes and an outside perspective can be very valuable. Of course, it depends on what you’re trying to do, but there is a bit of an art to crafting compelling copy. It’s something anyone can learn, of course, but it takes time. I always look at the value of my time when making decisions to delegate. Sometimes it’s a lot less expensive in the long run to get someone on board that has strong skills where you need support. I do this with graphic design always. More recently, I brought on a internet consultant (December) to help clean up a website. It was money well spent for the results and the education I received as a result was priceless. Hope you find that spider :-).
Hi Nanette – oh I know what you mean about outsourcing, and oddly I always find it more difficult doing my own copy. I think my fear of over self promotion almost is the same as my fear of spiders. Giant spider is still lurking too!
http://www.redsave.com/products/katcha-humane-spider-catcher
I’ve just had to trawl through endless images to find this one and I hate spiders too. They now have some catchers with bristles on the end – urge. Not good enough for me, I want it truly trapped or dead!
Oh, and great post, I’ll check out the link.
Hi Lizz – I need a spider catcher, and that one is out of stock! It’s still lurking about, or it could be it’s brother – it jumped at my daughter on the landing yesterday.
Do check out the link – it is pure gold.
Don’t you think spiders are getting much bigger these days?
Thanks for that link Jan – it helped me just when I was agonising over writing some sales copy!
Sue
Yes they are, Sue! Glad the link helped 🙂