Get Your Customers to 'CLICK'

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1. Get Your Customers toCLICKRobert BullardPerfect Text Oxford 2. What makes wrIditienags j ofobsr difficult?writing better textWebpage and leafletexamplesHow to writewith ease and speedCommon copywritingmistakesSURPRISE! Tips on writing web copy,reports and press releases 3. How was English at your school?1.Good for business writing or bad? 4. English at school1. Quantity Writing more meant more marks (fingers-crossed)2. Structure Introduction, Methodology, Analysis, Conclusions3. Grammar lessons Ugh! (if you were taught any)4. Valuation marks for answering the question, not for quality writing5. Writing style formal rather than creative 5. Years laterWhats it like writing at work? 6. Writing at workTypically:1. We may lack confidence or feel out of practice2. Anxieties as we write (school/blank page/lack of confidence & time)3. We write like our organisation/profession, rather than ourselves4. We have absorbed bad practice which is all around us, uncorrected5. Receiving feedback isnt comfortable and training is rare6.7. 7. Writing for the weband blogging 8. Writing for the web and bloggingRemember The 5 Ss1. Scannability short paras, simple layout, news story structure, etc.2. Slow readers down questions, bullet points, eye-catching titles3. Short and snappy headings e.g. for news stories4. So what? test5. Straplines underused, but prominent and have big impact6.7. 9. EXERCISEoxtalk talking newspaper leafeltYour task:Identify the good, the bad and the ugly(5 minutes!) 10. Copywriting fundamentals1. Good copywriting starts with careful planning2. Dont forget your audience3. Structure follow the trusted formula, A I D C A4. A way to differentiate yourself?5. Think outside of the box add creativity/flair, be bold, get adistance from your subject, etc. 11. Grammar quizAnything wrong in the following?1. Five items or less.2. The Chamber of Commerce are meeting this afternoon.3. Whats your PIN number?4. I tried to quickly respond, to the blonds complaint.5. Ceri attends the church were she got married regularly.6. For you and I they are offering a discount.7. Whom did you tell?, asked Raza.8. She is an award winning leader.9. I have tickets for the festival: can you come with me?10. Cycling down the road, a leopard appeared in front of him.11. 12. How to write with ease and speed1. PREPARE: Dont start too early, or at the beginning!2. FLOW/STRUCUTRE: Look for a story/connection between paras3. STYLE: Use everyday language, dont be bound by traditionalists4. STAGES: Write first, edit later separate editing and proofreading5. STUCK?: Take a break, move on, come back to it later6.7. 13. Get your customers to CLICKSummary1. Make sure you see the wood for the trees2. K.I.S.S.3. Be prepared to search (endlessly) for the right words, sentencerhythm and impact4. Make it come alive voice, quotes, testimonials, examples, etc.5. Quality writing can lift you above your competitors 14. Report writing1. THINK: What and why are you writing2. Whos your audience(s) background, interests, worries, etc.3. Got anything visual? has potential for huge impact4. Executive Summary fundamental that its your best shot5. Headings and sub-headings make them stand out, tell a story, etc. 15. Writing Press Releases1. Before you begin check it passes the So what? test2. Target select right media, angle your story for them3. Remember the competition how will you/your story stand out4. Build a relationship issue good release, be available, interview well5. If not picked up pursue, be positive, use other ways to get coverage 16. Robert BullardPerfect Textwww.perfecttext.org0776 522 7530