When you’ve got a load of descriptions to write for your store, it makes sense to hire a freelance product description writer instead of writing them in-house.
As a product description copywriter, I write a LOT of descriptions for companies of all sizes and in all niches.
But I still get people asking: ‘Why would I want to hire a product description writer if I can write them in-house?’
It’s a good question, but there are three very good reasons why you might want to hire a writer instead of doing them all yourself.
1. You’ve got a tonne to write in a short period of time
The biggest one for most businesses is that they’ve got so many darn product descriptions to write. Many big stores have hundreds or even thousands of products that all need powerful copy written for them, and they just cannot get them all written using their own staff.
So they reach out to a freelance writer or copywriting agency instead, and they get them all written up in a matter of days or weeks rather than months.
2. They only come in from time to time
If you only add products to your store from time to time, you don’t want to hire a full-time staff writer to sort out the descriptions. It wouldn’t be worth the money.
So you have a freelance copywriter you can rely on, and you send them the work when it comes in.
3. It’s cheaper
Unless you have a lot of copy that you need to be written up on a daily basis, it often doesn’t make financial sense to have a full-time writer on your staff. So hire a freelance writer instead and only pay for the work they actually do.
You’re usually paying by the description rather than the hour, so a good product description writer will make sure they get as many done for you as they can in as short a time as possible, making sure you get the most bang for your buck.
Need some product descriptions written?
Whether you need to add a few new products every month or you’ve got a huge load that you need to be added in quickly, I’m your writer.
I have some clients I write for once every few months, and larger clients I write for every week. I’m flexible, so whatever works for you.
So give me a shout and let me know what you’ve got in mind. I’ll always be happy to write a small batch first to see how it goes.
Sound good? Then let’s talk.
Five minutes of your time, a lifetime of better writing
Anyone can learn to write better copy.
Whether you’re writing a brochure for your company or an email to your boss, simple techniques improve your writing.
I’ve learned a lot in a decade as a freelance copywriter. But it’s the little things that have made the biggest difference.
My aha moments where a new technique makes perfect sense and I wonder why I never thought of it before.
Following are 10 small things you can do to improve your writing with very little effort.
1. Write only what you would say
Why, whenever we write something more formal than an email, do we start to introduce all these strange-sounding words?
I still find myself doing this.
The basic rule here is: if you wouldn't say it in a conversation with a normal person, don't write it.
Read your draft, then cross out anything you would not feel comfortable saying face to face. The result will be better copy.
2. Write to one person
This was another game changer for me.
As soon as I learnt that I should always target a single reader in my writing, I realised how much I was doing it wrong.
Don't address 'our readers' or 'our customers' in your writing if you can help it.
Talk about 'you'.
Copy is about connecting with the reader. You'll do this better when you write to the reader as though they were standing in the same room as you.
3. Tell a story
One of my great frustrations with living in a Spanish-speaking country is how much my anecdotes truly suck.
I can get my point across in Spanish. I can hold a normal conversation. But I can rarely make it memorable.
Whenever I return to England, I realise that anecdotes make up a large part of my verbal offerings.
It turns out that I tell a lot of stories.
That's how the best copywriting works as well. Stories are sticky. People remember them.
A little story here and there – as long as it relates to what you're promoting – works wonders.
Use stories where they come naturally. For now, try getting one into your website somewhere.
The About page is the perfect place to tell a story. That’s where I tell mine.
4. Use short sentences
Don't worry about counting the words in your sentences, but do keep them on the short side.
I can't think of any copywriting situations where long sentences are a good thing.
Shorter writing is punchy and easier to read. Long sentences are harder to focus on, and it's easier for the reader to lose their train of thought.
But variation is also good, so don't make every sentence short. Just be aware of when you are writing a longer sentence and ask yourself if it's necessary.
5. State rather than suggest
Don't ask your prospect whether they would like to do something. Tell them to do it.
Rather than 'If you'd like to order a bag', say 'Order your bag today’.
It might seem unnatural at first, even pushy. But you need to give your prospects a nudge to avoid uncertainty and get a response.
6. Use facts rather than opinions
Opinions can be interesting, and they can bring life to your writing. In a blog, opinions are fine. Essential, even.
But in copy, facts convince.
If you want to get someone to act on your words, give them something real. No one cares about how you feel or what you think.
Facts, especially facts using hard figures and stats, help to convince them.
7. Treat everything you write as a rough draft
When Ernest Hemingway said ‘The first draft of anything is shit', he was talking about novels. But the same rule applies to copy.
Don't be disheartened when you read back what you've written and it is, in fact, shit.
Good writing is mainly editing.
8. Read it back, correct the mistakes
When you think you've finished, when you're about to print or publish or send to the designer, stop.
You'll always find mistakes in your copy when you read it back. You'll find more mistakes when you get someone else to read it for you.
Everyone forgives the odd mistake. And yet, copy is always better without them.
Once a couple of minor spelling or grammar mistakes start slipping into your writing, it does have an effect on the reader.
There is something less trustworthy about writing that contains too many mistakes.
At least put it through Grammarly. It's free, and it will catch most errors.
9. Don't sell the drill, sell the hole
Anyone who's had anything to do with writing copy will know this already. When you are writing to sell something, you sell on the benefits.
The benefits are the things that make the prospect's life better. As opposed to the things that make your product better.
Don't ignore the features; they're important too. But with everything you write, think about how it will improve your prospect's life. Make that your focus.
10. Get rid of adverbs
Finally, my favourite.
Adverbs weaken writing, and they definitely weaken copy.
You don't need to go all crazy and cross out every single one. But be aware when you use one and ask yourself whether you need it.
Write better copy
Writing good copy takes a long time to get right. But everyone can improve their writing by getting the easy stuff right.
If you want to connect with an audience and get them to act on your words, do these ten things.
Improve your copy, engage your reader and get a response.
Demystifying brand storytelling for everyone
Once upon a time, there was a concept called brand storytelling.
Its popularity increased until it became something of a buzzword. People referenced it in their articles and assured all who would listen about the importance of using stories in their marketing.
But there were many who did not understand.
For them, the idea of telling a story in their marketing copy made little sense, and they were left to guess at how they might put stories to use…
Brand storytelling, or corporate storytelling, is all the rage. But every article I read on using stories to connect with prospects seems to be heavy on the why of storytelling (connect with your audience, hold their attention, build trust) and light on the how.
So how exactly do you use stories?
I'm a freelance copywriter and I work on brand stories every day. I thought I would share what I understand about storytelling to help you put it to use in your own marketing.
The way I see it, there are three key types of stories you can use in your branding.
A no-stone-left-unturned guide to everything you've ever wanted to know about creating and using autoresponder email sequences
When I first sat down to write a guide on creating successful autoresponder sequences, I thought I could cover everything in a quick blog post.
But I soon realised one short post was nowhere near enough. I would have to create a mighty post if I wanted to create an autoresponder resource to be used my marketers for years to come.
Whether you're self-employed or in charge of a busy marketing department, whether you're new to autoresponders or you've sent dozens already, you're here because you have questions about automated email sequences.
You might be thinking about hiring a professional autoresponder copywriter, or you might be planning to create your email series yourself.
Either way, you want a guide that goes deep. A guide that gets into the nitty gritty of what an autoresponder is, how it works, how long it needs to be, what it should do and a whole load of other stuff.
If that's the case, you're in the right place.
So get comfortable, make yourself a cup of tea and read through this monster guide to the humble, heroic email autoresponder, every online marketer's best friend.
I was speaking to a prospective client a few weeks ago.
He had created a new web app for plumbers and electricians that looked really cool. It would save them many hours finding jobs, and it had loads of useful features like project management, invoicing, etc.
It sounded great.
He was planning a cold email campaign to reach out to prospects. When I asked him about his plan, he explained how he would initially send out cold emails to plumbers telling them all about his new app and its free trial.
So far, so good.
While I tend to focus more on newsletters and marketing emails, I've enjoyed a lot of success with cold campaigns, so I was interested.
Here's a brief version of how the conversation went:
27/3/2017 0 Comments
I think I've got it. I've finally cracked it. The ultimate productivity hack.
It's taken me 10 years to discover it, but I've done it.
And it's seriously changed the way I work, hopefully for good.
We often have to be brave to get the things we want in life. But taking a risk can get you a long way.
Email marketing also involves taking risks. And here’s one that you can try.
The main problem with emails is getting the darn things read in the first place.
As an email copywriter, there is nothing more disheartening than taking hours over constructing the perfect email only to find out that no one has opened it.
That's why smart marketers have created a range of techniques to give their open rates a boost.
Because once you can get your email opened, you stand a chance of it being read. And that means the link might get clicked. And then a conversion becomes a distinct possibility.
So how do you get emails opened?
One of the techniques I like to use is often referred to as the open-loop method.
Here's how it works.
Pop-ups are not everyone's cup of tea.
Many internet users (most of them, perhaps) would go so far as to say they hate pop-ups.
You land on a website, you start reading, and … there it is. The whole screen is taken up by a huge orange banner asking you for your email address in return for something you might find useful.
When done badly, they are disruptive and annoying. And yet … pop-ups work.
There's no denying it. Why do you think every internet marketer and his dog uses them?
So they are absolutely worth experimenting with for lead generation. And if you do, you should know that there are various types of pop-ups you can use, some of which might lead to better sign-up rates.
Here are five to try out.
If you're like most businesses, you will have a blog on your website. (And if you don’t, you really should.)
There are many great reasons to have a blog, but one of the best is lead generation. This usually consists of a form at the end of each post that encourages the reader to leave their email address in return for a free report, a newsletter, blog updates, etc.
If you’re doing this, fantastic: your blog is an effective place to generate sign-ups.
People are reading the content because they find it valuable in some way, and that means there's a chance they will want to sign up for more of the same.
But there's a problem.
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