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Copywriting Tip #13

Make your sentences pack a punch.
Don’t write -
“Give us a call to find out more”
Swap it round -
“To find out more, give us a call”

 

Direct Mail

Don't put the cart before the horse

Make your sentences pack a punch

What do you make of these sentences?

"Start using our great new CRM system to improve your efficiency."

"Call us today to find out more."

"The directors are facing some tough decisions, if they want to sort out this mess."

Notice anything odd about them?
 

Avoid cliches like the plague

Don't you hate cliches?

I do.  I reckon we all do - well, at least those of us who care about using language to communicate clearly and effectively.

First off, clichés are boring.  In fact, they're so boring, that when I come across more than two or three in one piece of text, my knees ache.  But what upsets me about clichés more than anything else is that they’re a symptom of my other pet hate - laziness.

 

This time it's personal

northampton copywriter

Use empathy to engage your readers

Remember those heady days when mail merge was first available for PC users?
You do?  I’m not sure I believe you.  No matter.  If you truly are that old, you’ll recall the excitement -

"Great!  Now we can write like this …

 

Promises Promises

northampton copywriter

Do you remember this ad?

You do?  Wow!  That's some confession.  You must be nearly as old as me.

Next question.

Will you admit to sending off for the Charles Atlas body-building programme?  OK - me neither.

Those body-building ads ran longer than any other ads in history, so they must have had something going for them.

But what was it that made them so effective?
 

If? If? What do you mean IF?!?

northampton content for websites

Writing a great Call-to-Action

At the end of an ad, how often do you read this?

“If you’d like to order, please call us on ...”
“If you want to find out more, then reply today …”
“If you’re looking for a great way to earn money from home, then get in touch …”

These are all examples of what those marketing folk label a Call To Action (CTA).
 

Bite that bullet!

northampton content writer copywriting

What’s so special about bullet points?

✓ They’re great
✓ They look cool
✓ Admit it - you love ‘em
✓ Use them … and your readers will love you too

 

Do I have to repeat myself repeat myself repeat myself?

northampton content copywriting

Once upon a time, there lived a young, ambitious, better-than-averagely-good-looking politician.

One day he stood up in front his audience and promised, “When I become Prime Minister my 3 main priorities will be education, education, education”.

His early years as Prime Minister went rather well.  It was only towards the end of his term of office that things went somewhat awry for Tony Blair.
 

Is Usain Bolt really the King of pace?

writing tips northampton

He certainly knows a bit about going flat out, but when we're writing, isn’t pace more subtle than that?

You’ll have noticed that I’m always banging on about the virtues of keeping things short.  Short words, short paragraphs, short sentences … but hang on a minute.  Does this always have to be the case?  Look what happens if your sentences become unrelentingly punchy.
 

Keeping it simple

northampton business writer

“Look – I’m a technician.  I haven’t a clue about words.  It’s your job is to come up with all the flowery language.”

These were the words of Bob, my lovely new client.

Once I’d stopped chuckling, I had to let Bob down gently and remind him, that of the many services offered by Copywriter Pro, being the purveyor of ‘flowery language’ definitely isn’t one.

 

Did King Lear get it right?

northampton copywriter

Shakespeare's half-demented, disillusioned King Lear, once intoned threateningly, "Nothing will come from nothing!".  Was he right?

I guess he probably wasn't referring to the art of effective business writing.  But if, by chance, he was, then he was surely way off the mark.

Because, in all kinds of business writing, plenty will definitely come from nothing.

 

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