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1. Just Thinking ..........
2. Article -------- "Writing Skills Matter"
By Bob McElwain
3. Article ... "Writing For The Web"
By Bob McElwain
4. Copywriting Exercise ... "What The Heck?"
5. Article ... "Just Give Me What I Want"
By Joe Robson
6. The Last Word
7. Your Subscription Details
Articles can be reprinted in their entirety, providing the
author's resource details are kept intact.
_________________________
1. Just Thinking.
Hi, hope things are going well for you:-)
If I haven't answered your email recently, I'd like to apologize but it's not my fault. This darned new worm, combined with ISP
and end-user email filters has been creating havoc. My emails haven't been getting delivered, and some emails haven't been
getting through to me.
Strange though how I'm still inundated with crappy emails trying to sell me pills to enhance my masculinity and enlarge my
breasts!
In view of the acute, nay catastrophic, problems caused by *that*
worm, I arranged a terrific discount on some *Excellent* software
for my Newbie Club Members. And even I was amazed by the response - and the huge amount of emails thanking me for the
resource. It's well worth a visit, and even if you're not a Newbie Club Member you'll still get the 25-50% discount at this page ...
http://tncinfo.com/speedup.htm
The Back Up software is
really slick - and inexpensive.
I launched a new site a few weeks ago which is all about Copywriting and Marketing. I paid a lot of money some time ago
for the reprint rights to 7 excellent products, and have just got around to putting it all together.
OK, no hype. If you're interested take a look at http://guruspeak.com
I've also launched an affiliate program for it.
-----------
------ "Great Newsletters Worth Subscribing to"
Bob McElwain's 'Stat News' is one of the best newsletters around.
No hype and lots of great content which I'm sure you'll be interested in. You can subscribe at his site at
http://sitetipsandtricks.com/
BTW his site is bursting with excellent content.
Damon G. Zahdia ...Zadier ... Zahareu ...
Damon G. Zahariades has a great newsletter. I really like his style, and his content is absolutely Top Drawer. Take my advice
and subscribe at http://www.webbusinesstoday.com/
As I said, it's great, but I daren't ask him what the 'G' stands for:-)
----------------
I had some great feed back from last month's issue, asking me to cover some specific areas of Copywriting. I'm so grateful for
your feed back, and will try my best to cover what most people have asked for.
In fact, one of THE biggest problems seems to be ...
Well, I'll keep you waiting on that one, because I'm already in the process of creating a new product and Website which will more
than satisfy that market:-)
Anyway, I've found 2 great articles by my very good friend and mentor Bob McElwain, which addresses 2 of the topics I was asked
about last month. Be sure to visit his site and sign up for his newsletter. It's one of the best around - or have I just
mentioned that?
And because I'm so far behind, I've published an old article of mine which is humorous, but contains some hard hitting hidden
advice on Website professionalism.
Section 4 is a Copywriting exercise, if you're so inclined. It's based around one of the most awful Web sites I have ever
seen. So to improve it should be easy. But to make it GREAT, redo it again, and again, and again, and again.
That's it, I'm gone ...
Keep smilin'.
PS. Don't forget those terrific discounts I arranged at
http://tncinfo.com/speedup.htm
because I really don't know how
long they'll last.
--------------------------------------------
2. Article -------- "Writing Skills Matter"
By Bob McElwain
--------------------------------------------
How many errors can you find in the following?
"At the risk of your not reading the rest of this article with great care, let me assure you that I am about to reveal to you
something that is vitally important to you. It is so important that the success of your website and business truly depends upon
your thorough understanding of this critical point. With this insight, you will gain a tremendous advantage over all others on
the Web, and in particular, over your competition."
Are There Any Grammatical Or Spelling Errors?
No, not a one. But it sure stinks. Yet we see this kind of writing all over the Web. It doesn't work because it's windy,
muddy, jumbled, and hyped without a purpose that can be defined.
The opening line is strange, almost an invitation to skip this article. The wrap vaguely implies some advantage over your
competition is available, but the reader is not likely to be sufficiently convinced to continue.
Further, there are points at which the reader may stumble, things
that don't ring true, and loads of ambiguity, all of which detract from the creditability of the writer.
Unnecessary Words Destroy
Apart from other problems in the above, there are just plain too many words. While the best solution might be to rewrite this from
scratch, let's take a shot at salvation. We'll begin with finding words that can be cut. And combinations that can be replaced with
fewer words.
An Aside About Adverbs
"That is very beautiful," is a correct sentence.
"That is beautiful," is stronger.
Why? For one, "very" is a weak word. While often used in chatting
with a friend, it is not specific. It doesn't say much. For another, the second form is shorter. All things being equal,
short is best.
How about, "That is profoundly beautiful?" "Profoundly" is still not specific. In this case, it may confuse. Is it saying
something about the reason for the beauty? The nature of that beauty? Or something else entirely? Likely it is saying more
about the writer than the object.
If there is something about the object that is profound or it is beautiful in a profound way, there's little point in saying so.
The viewer will see this. Or will not. If not, your saying it's so will fall on deaf ears.
One way to improve any writing is to consider each adverb as a
candidate for deletion.
Using A Large Ax
Seek to delete non-helpful phrases and replace multiple words with fewer. For example, "At the risk of your not reading the
rest of this article with great care, let me assure you that," says nothing. Scrap it. With this phrase and most adverbs gone,
we have:
"I am about to reveal to you something that is important to you. It is so important that the success of your website and business
depends up upon your understanding of this point. With this insight, you will gain a tremendous advantage over all others on
the Web, and over your competition."
Better, maybe. But still windy and muddy.
Another Try
"I am about to reveal to you something important. The success of
your business depends upon your understanding this point. It will
give you a tremendous advantage over your competition."
Better?
Well, at least it's shorter. A drop from 79 words to 30 helps some. But what does the paragraph say? What is the author talking
about? What stands out in my mind is the hype. Many flee upon first encounter with such stuff.
A Sales Pitch?
Some open a sales pitch in this fashion, although this is not nearly strong enough. I will leave handling such copy in a sales
presentation to another time.
If we take this as the beginning of an informative article, the best move is to scrap it. Open with the "secret," then explain,
persuading at every step.
Two Options
Suppose the "secret" I had in mind was that writing skills matter. Here are two possible rewrites of the above.
"The success of your business depends upon your writing skills. Here's why."
"Improved writing skills can boost your advantage over your competition. The following time-tested ideas work."
Neither of the above is exciting. But each clearly defines the content to follow. The first suggests that in business, writing
skills matter. The second, that improved writing skills can help you beat the competition.
More important, the focus is on the reader. Put "I believe" in front of the first sentence in each paragraph, and it will weaken
the copy. It shoves yourself into the face of the reader.
There are many who can write in the first person effectively, but for most it's best to omit or at least severely limit the use of
personal pronouns. That is, try to do without "I," "me," "mine," "my," and so forth. Readers, just as website visitors, want to
know what's in it for them. They don't give a hoot about you, the writer. Hopefully they will before finishing the article, but
they do not initially.
As with the headline on a web page or in an advertisement, the best beginning is a line or two that grabs attention, but also
accurately sets the stage for what follows.
Two Winning Ways To Start
All writers have their own formulas, their own tricks of the trade. But here are two approaches that are used effectively by
many to ...
Get a good start.
Cling to it.
Wrap effectively.
Outline
Don't panic. There's no need for that outline you may have been
required to produce before beginning that monster term paper. All you need is a brief sequence of incomplete statements to keep you
on track. Here's what I might have typed hastily before beginning this article.
Give some typical web junk
Improve the junk
Adverbs
Replace two words with one
And whatever
Suggest outlining
Writing fast
Wrap: Writing skills matter
There is nothing complicated in the above. It is only an ordering of thoughts clashing in my mind as I sat down to write this
piece. Time required? Two minutes.
Just Write It
Sit down and start typing just as fast as you can. Say anything and everything that comes to mind. Ignore spelling, rules of
grammar, or any of the basics. Just get it said. As quickly as possible.
Start somewhere, explain something as to a friend who doesn't know the topic, then wrap it.
Comparing The Two Approaches
Both have merit. The outline helps you stay on track so that when
you finish, there is less editing to do. But the just-write-it approach gives an added bonus. Spontaneity.
You're not following a plan. You are just trying to make a point. When you finish a first draft, you will have more editing to do.
Stuff will need to be moved around. Some of it rewritten. And much of it scrapped.
Both schemes work. If you have not tried one or the other, give it a shot. It may be exactly what you need to produce better
copy.
Writing Skills Matter
Nearly everything you communicate to your website visitors is
accomplished with words. You may be a really super neat person, the life of every party you attend, or a dynamic public speaker.
But you have only words with which to convey your message to your website visitors. The way in which you string those words
together matters.
At all cost avoid windy and muddy. Edit and rewrite until the piece flows from top to bottom without a hitch. Continue to seek
better results today than you settled for yesterday. Keep at it, and you'll find your writing skills improving regardless how good
they are now.
=========================================
Bob McElwain http://SiteTipsAndTricks.com/
Personalized Professional Support you can afford.
Check out my popular books, "Your Path To Success"
and "Secrets To a Really Successful Website."
=========================================
------- "Do YOU Know The Answer?"
My site at http://headlinewriter.com
is consistently enjoying a
Visitor/Sales conversion ratio of 6.4% - and very low refund
requests. That's Six point Four - not point six-four:-)
Is that because the Sales Copy is mesmerizing? Hardly.
Is it because I use long Sales Copy? Long Sales Copy doesn't
work - say some.
Is it because I've put my Copywriter's reputation at stake by
promoting Copywriting software? At least that helps to build
trust.
Or is it because the product does everything I say it will?
Judge for yourself at http://headlinewriter.com/
================================
3. Article ... "Writing For The Web"
By Bob McElwain
--------------------------------
Writing is writing, right?
Well, yes and no. Certainly there are requirements common to all
writing. Correct spelling, for example. But the requirements vary according to the task.
In writing a story, such things as sustaining suspense and pace are fundamental. If the reader does not feel compelled to turn
the page, the tale does not "sell."
Oddly enough this characteristic essential in fiction, applies to writing articles. If visitors do not read enthusiastically to the
end of the work, then you did not reach them.
A Rule Of Thumb
While there are many options in structuring an article, it's hard to beat that old, tried and true formula that goes like this.
Tell 'em what you're going to say.
Say it.
Then tell 'em what you said.
This format is excellent. Readers can see in a glance whether or not they have need for the information that follows. Thus they
can quickly move on if they do not. What's more, they will thank you for not wasting their time by dragging them into content of
no help to them. This applies to articles you write for your newsletter and for those you submit to others.
Some Guidelines
The following are must-have elements authors who want their work
to be accepted as first rate must include. While I'm thinking of articles here, all applies pretty much as stated to web pages as
well.
Writing Without A Purpose
It doesn't work. You have likely seen hastily written newsletters that simply ramble from beginning to end. Sure, there may be an
idea or two mixed in that's worth a thought. But most will go unnoticed for few will struggle through the ramblings.
Before beginning, a clear purpose for the piece needs to be defined. The point you want to make, if you will. Or the
information you want to provide.
Next consider the points your want to include that collectively define that purpose and demonstrate its value.
Start With A Bang
The title matters more than many believe. Think of it as the headline on a sales presentation. Its purpose is to draw the
reader into the first paragraph of the article.
The first line of the first paragraph, and the first paragraph itself, are critical. It is while reading this text, your reader
will decide whether or not to continue.
Hold To A Steady Even Flow
While extensive outlining is not much help, it's a good idea to know before you begin writing, how you plan to grab attention
immediately. And equally important, how you want to wrap. This needs snap, if you can manage it. Something memorable the reader
carries away that reminds them of what was presented.
Given you know how you want to begin and end, consider the points
you want to make within the article. Some recommend ordering these points with the most important first. This is the format
used in newspapers so that wherever a reader quits, they have seen the strongest points.
While many also recommend this format for articles, it doesn't work as well for me. Flow matters more. That is, begin with the
point that matters most if possible. But be sure it flows from the headline. Else choose to open with a lesser point. There must
be no sudden "jump" between the headline and first sentence.
Organize so that other points flow from the first to the end of the piece. To put this another way, later points in the piece may
be more important than earlier ones, but include them where they best fit within the flow.
Ideally, one builds from a title to a startling conclusion, all as one steady crescendo, with content increasing in significance
and impact. In reality, this is seldom possible. Simply arrange the points you want to make in a manner your readers will find
sensible.
The Secret To Great Paragraphs
The first line matters, but the last one matters more. In making this statement I'm at odds with many writer. But I think in terms
of flow. Always. Let the first line sustain and enhance interest as possible. Let the balance of the text make the point clearly,
but flow into the last sentence.
Let the last sentence express the essence of the point, to be carried into the rest of the piece. When an article is organized
in this way, the reading task is easier. Only the last sentence in each paragraph needs to be remembered to understand what
follows.
These aren't rules. If you look at what is written above, you'll see I did not follow this pattern in all cases. At times it just
doesn't work well. Still, accent the meaning of the paragraph in the last sentence as possible.
The Last Sentence And Transition
The last sentence must also flow as nicely as possible into the next paragraph. This encourages the reader to continue and makes
for an easier read.
Note the paragraph above that begins with, "These aren't rules." This is a distinct break from the prior paragraph. And this is
often needed. In this case, similar but related points are made. While the ideas flow from the paragraphs above, they do not flow
from them directly.
Subheadings To The Rescue
Whenever the flow can not be evenly sustained, use a subheading as above. This creates a distinct break from the thinking in the
previous section, and begins a new one. Sure, the content under the subheading needs to be appropriate. But it may be quite
different than content in the previous section.
In a more formal piece, I might have used, "Use Subheadings When It Is Necessary To Break The Flow." My style is to punch up
subheadings as possible. The one I chose above says nothing to those scanning this piece, and is thus not the best choice. But
it fits with what is being said.
Wrapping With Snap
At the very least, wrap an article on a positive, upbeat note. Leave your reader nodding his or her head in acceptance. Or with
a grunt of surprise. Or a chuckle, maybe. I'm really done with this piece here, but I'll take a shot at a wrap.
Grab your reader by the nose with your title and the first sentence. Grab real hard. And don't let go of that nose until
they've read the very last sentence. This is your task as a writer. Do this right, and your readers will never know what an
awful thing you have done to them. They will simply say, "Thanks
=========================================
Bob McElwain http://SiteTipsAndTricks.com/
Personalized Professional Support you can afford.
Check out my popular books, "Your Path To Success"
and "Secrets To a Really Successful Website."
=========================================
--------------------------------
4. Copywriting Exercise; "What The Heck?"
--------------------------------
I followed a link from a US software manufacturer to their UK reseller's site. I was interested in their anti-hacking software.
What a disaster. I arrived at a typical corporate site, written by a guy in their office, who's sole experience is obviously
writing corporate-speak memos and customer letters.
That's a typical company mistake, because I doubt if anyone ever buys from this site. Perhaps it's an ego-booster to compliment
their off-line business. I can imagine the Big Boss saying to his advertising manager ...
"I hear that Corporate Gizmos down the road have a new Website thingy. The board think we should have one too and I agree. Must
keep up with the times and all that dear boy.
Re-allocate a few thousand from this year's advertising budget and hire a decent Designer chappy. We spend far too much on
advertising anyway. Then get wots-his-name to write the words and stuff. He writes a half decent business letter. Shouldn't
take him more than a day or so.
Just one more thing. Make absolutely sure our design is better than Corporate Gizmos. Got to maintain our image you know."
I digress ...
Take a look yourself. The writer must have read everything there is to know about writing effective copy, then proceeded to do the
EXACT opposite ... http://www.basic.co.uk/
Here's an exercise for you, if you're so inclined...
Study the copy and note everything that's wrong with it. I warn you there's a lot.
Then rewrite it as it should be written, using the tutorials on my site at
http://adcopywriting.com if you need to.
It's vitally important to know your target market before attempting to even start writing Sales Copy. I'm afraid I can
only say that I was half interested in learning about, and buying, some anti-hacking software. So perhaps I'm a typical
target customer.
And the very best of luck!
--------------------------------
5 . Article ... "Just Give Me What I Want"
By Joe Robson http://adcopywriting.com/
--------------------------------
Dear Webmaster,
Please excuse the formal greeting but I couldn't find your name on your Website.
I buy quite regularly on the Internet, and I was drawn to your site by one of your ezine ads. Your book 'How To Build The
Perfect Website' seemed just the thing I was looking for.
Boy did you make it difficult for me!
I may not know much about site building, but I do know one thing. If its my money you're after, you're in danger of starving to
death!
When I visit your site, please identify it's purpose. I find a headline on each page is a great help but you obviously disagree.
The fact is there were so many things on offer, I wasn't sure whether you specialized in anything in particular.
And why didn't you tell me who you are? I didn't expect a full biography but a contact name and email would have been more
reassuring than webmaster@. It's so impersonal and adds to the distrust many of us have about Internet marketers.
And why you, and so many others, seem terrified to list a phone
number mystifies me. I can only assume you're afraid of being swamped with complaints about poor service and substandard goods.
I may be wrong of course, but I know many others feel the same
way.
It was only because I was distracted by a spilled cup of coffee in my lap, that I waited around for your page to load. Even a 'no
brainier' like me knows that graphics should be optimized for fast loading.
In fact I would advise kicking them off your site altogether. They certainly did nothing to add to my experience. And those
animated banners gave me a migraine!
I'm known as a very persistent person, and it's just as well I am. It took me ages to find the page I wanted. It was the
navigation. The buttons were in different places on each page. And they weren't identified very well. I clicked on 'Products'
three times before I found the specific book I needed.
A site map would have helped, but you didn't seem to have one. Unless it was the navigation problem again. I get impatient and
easily confused you see. And so does my computer.
This system isn't exactly bang up to date, but I've never been able to justify the cost of upgrading it. Even though it's only
three years old it couldn't quite handle some of the 2nd millennium technology you employ. Of course you may not mind
losing 'old fashioned' visitors, but there are lots of us around.
Another thing that confused me was that my printer couldn't print out your information.
It was your tutorial on 'Professional Site Design' that I found particularly interesting. The page looked really attractive with
it's white text against a blue background. Because I found it impossible to read on screen, I decided to print it out.
I don't print the background colors, so when I came to read it later the white text didn't show up on the paper. Why is that?
Anyway, I thought I would write to you and offer a piece of advice that all successful online and offline marketers have
apparently known for many years.....
FIRST give me what I want. THEN I'll give you what YOU want!
Oh, by the way. About that nauseating music.....
Do you play requests?
========================================
You Can Reprint this article in its entirety if you include this
resource ...
Joe Robson Writes Sales Copy That SELLS - Period!
http://adcopywriting.com/
http://newbieclub.com/
http://headlinewriter.com/
http://guruspeak.com/
========================================
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
--------- "Top Quality Freebies"
"Can You Really Make a Living on the Net?" YES, YES, YES. And you can find out how right here with
Jim Daniels' free 5 page guide ... http://tncinfo.com/malo.htm
Very, very, highly recommended.
--------
Netwriting Masters Course
Want to sell more? Write better? mailto:wordstwms@sitesell.net
--------
"How Do Super Affiliates Do It?" They use every traffic generating tactic they can to create sales. And this Viral
Affiliate Directory has been working wonders for me for several months. Get one yourself for free at http://newbieclub.com/tncdir
--------------------------------
6. "The Last Word"
--------------------------------
'Have something to say, and say it as clearly as you can. That
is the only secret of style.'
--------------- Matthew Arnold
---------------------------------
Read the previous Digest here ...
http://adcopywriting.com/digest/106.htm
---------------------------------
7. "Your Subscription Details"
---------------------------------
You can delete your subscription here ...
http://www.adcopywriting.com/unsubscribe/
If this was forwarded by a friend, you can subscribe here
http://www.adcopywriting.com/Newsletter_Subsc.htm
I'd welcome your feed back on the content of this newsletter. Write to me at jr@adcopywriting.com
and ...
PLEASE forward this newsletter to friend. Thank You:-)
........© 2003 Joe Robson. All rights reserved
---------------------------------
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