Top Ten Tricks for Wonderful Writing

Posted by on Sep 7, 2016 in Copywriting | 2 comments

Top Ten Tricks for Wonderful Writing

I was recently asked to create a top ten list of questions I get and the answers I give for a coaching program to which I am associated. After mulling it over, I decided this would be a great opportunity to pen these questions all in one place for my regular blog readers as well as anyone new to the world of copy, writing, and copywriting. So without further ado, here are the top ten questions The Write Assistant receives:

1. What is copy?

Copy is any written content meant to sell a product, service, or concept. All text designed to sell is copy and so that can include business biographies (establishing credibility and authority within a field), product descriptions (describing a specific item for sale), brochures, pamphlets, instructional videos, or anything else written down!

2. What is content?

Content can be written or visual information that is designed to inform or engage an audience without an ulterior motive. This is not content meant to sell a product, service, or concept. Examples of content include blog posts about family, DIY articles, or inspirational videos.

3. Should I use first or third person for my business?

That is really up to you. For most handmade sellers, using the informal first person (I, me, myself) is more comfortable than using a formal third person (the Royal We). The first person voice gives the reader a sense of familiarity and comfort whereas, in my opinion, the third person narrative is informative and authoritative. Whatever you decide upon, make sure you keep it consistent.

4. Does anyone actually read descriptions?

Short answer: Yes. Long answer: Not always. As with all things in business, you must first figure out who your target market is before you can sell to them. Does your target market read? Remember, you are not your target market and you know these products inside out whereas they do not.

5. Do descriptions matter?

Yes. Yes. Yes.

They matter for two reasons. First, the customers that love to read will skip over your products if you don’t have text in place. The customers that don’t read won’t care so you aren’t isolating them by putting it in. Why isolate one particular portion of your consumer base if you don’t have to do so? The second reason is for search engine optimization. While it is true not all platforms rank listings or product descriptions, for Google purposes you want to try to include keyword rich text whenever you are able.

6. How should I format a description?

This will vary depending on your type of product and platform. Generally, it is a pretty safe bet to go with a standard three to four paragraph style description as follows:
#1: Introduce the product and the solution it provides.

#2: Identify key specifications of this product (measurements, sizes, etc.)

#3: Include pertinent details for purchase (shipping, personalization, options, etc.)

#4: Close with a strong call to action.

A call to action is when you invite the customer to actively do something like return to a home page, sign up for an email newsletter, or follow you on a social media platform.

7. What should I include in a biography?

Your biography should be where you identify your company, identify your position in the company, and establish yourself as an authority. You want to include how many years you have been working in this field, how many years you have been a business owner (not the same as the first point), and what makes your business unique compared to your competitors in a positive manner.

8. What do I do if someone leaves me a bad review?

Always contact the person privately if possible to address their review. While getting a bad review can hurt, I think it’s important to take a step back and ask yourself if there is any truth to their words. If there is, then use this as an opportunity to improve. When responding to them make sure to acknowledge their experience, reiterate your policies (if applicable), and close with a solution that is appropriate to the situation.

9. What if they don’t change their bad review? Should I respond publicly?

Yes, if you are able you should always respond publicly. At this point you have already tried to reach out to the disgruntled customer. This response is both for them as well as potential customers reading your reviews. We all skim reviews from time to time and the ones that stick out the most are always the negative ones. How you respond to it will leave a longer impression, and hopefully better one, than the statement from that disgruntled customer.

10. What should I say in a negative review response?

As with responding privately, you always want to acknowledge the concern, review your policies, and reviewed the solutions you offered. Do not use accusatory statements, excessive punctuation, or (under any circumstances) insult the customer. You should not be afraid to contradict them if what they are saying is false however. You may do this by stating that customer service is important to you, but so is honesty and transparency and then divulge what your experience of the circumstance was.

2 Comments

  1. 9-7-2016

    great info! Thanks for providing!!

  2. 9-7-2016

    What a great collection of good information!

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