So in the last post I talked about my recent website research project and all the bad websites I ran into throughout the process. And it got me thinking.

What websites really need is better copy. And I don’t say that because I’m a writer.

The sad truth is that – in very general terms – the quality of web writing and copy is mediocre at best. I’m not calling for elegant prose. What I’m saying is that what your website reveals – in clear, well-placed words – influences what people think of you, your product, your company.

Here are the top five ways to tell you’re NOT ready for prime time web writing.

1. Your ego knows no bounds.
   Leave your arrogance at the door and talk about the needs of your target audience instead, or leave your audience saying “so what” and moving on to the next site.




2. You always wished you had written War and Peace.
   Good web copy should be short and snappy. If, for some reason, you feel compelled to write tons of words on a single topic, it better be compelling! A good rule of thumb is: make your point, then stop.
3. You were the first one eliminated in the 3rd grade spelling bee.
   If your spelling and grammar leave something to be desired, it may be that writing for the web isn’t for you. It’s tough, calls for a lot of experience and if done carelessly or incorrectly creates a very bad impression. Ensure that your web content is free of spelling and grammatical errors and is punctuated correctly. And never upload it without proofreading.
4. You have many strong points…writing headlines isn’t one of them.
   Headings are critical to web writers – and readers. The rules: keep them short, keep them clear and don’t worry about being clever. In fact, don’t even try. Web headlines aren’t about a quick wit; they’re about placing the most important keywords for your content.
5. You place good design or “bells and whistles” far ahead of content.
   When you come right down to it, content is everything. It not only makes your company look great, it sells and – when given the care and importance it deserves – it can establish (or squash!) your brand.

Recently, Patsi Krakoff of The Blog Squad, interviewed me on the topic of content marketing. She compiled an overview of our time together and did a great job of showcasing the highlights.

Although she asked many great questions, I believe this one was especially meaningful:

What advice would you give to others in your profession about using content for marketing?

The “hard sell” approach is a thing of the past and a real-turnoff to most potential customers/clients. Use real information (content) and tie what you do/what you offer into that – someone won’t just “take your word” for it that you are the best – you need to SHOW THEM and content/information is the best way to do it. Become a resource and then you have a follower (and a client – if they are part of your target market) for life.

You can find the full interview here.

Technorati tags:web content, content marketing, web writing, blog writing, web copy

Whether it is a report, blog, letter, email, brochure or speech, the most important
part of the writing process happens BEFORE you write one word.

While many people prefer to skip this step and ignore its very existence, it’s essential to prepare and gather as much information as possible about the subject for which you are creating copy. (And when you don’t go through these steps, your response/results, will undoubtedly tell the tale!)

So before you begin your next writing project ask yourself the following questions:

1) What is/was your driving force for the creation of your product or service?

2) What are the key benefits/solutions your product/service provides?

3) What is your “elevator speech” (i.e., what you tell a potential client about your business/product in just 30 seconds)?

4) What is the ultimate goal for this particular project?

5) Who is your target audience? Be specific – you may need to break this down into sub-audiences.

6) What problems does your product or service solve? What solutions does it offer/promise?

Copywriting is all about writing for businesses, writing to sell.

There can and often is an element of creativity to it, but it’s not creative writing, and I find myself often explaining this to people who call or e-mail asking about our “creative writing services.” Copywriting is NOT the same as writing fiction, a novel, poetry or a play.

To give all of us more insight into this distinction, I asked Dawn Goldberg, Chief Writing Officer of Write Well U, to give us some insight into how to write with voice, which is a key part of many kinds of writing, especially the more creative pursuits.

1. Good writing comes from the heart.
Writing from the heart and letting the real you shine through is crucial to a strong voice. The reader gets a great sense of you, the author, and what kind of person you are. Maybe you have an irreverent voice and you’re always railing against the status quo. Maybe your voice is comedic, and your readers laugh right along with you as you tell tales of office politics to make a point. Maybe your voice is gentle, quiet and kind, and the reader feels drawn in to hear what you have to say. If there’s a type of voice you’re most attracted to (be it irreverent, wickedly funny, gently humorous, kind, irate, political, you name it), you’ll write more passionately if you use that voice.

2. Good writing is strong.
Good writers choose a stand and believe in it. If your writing is filled with “I think” and “I guess” and “I believe” and “it seems,” you come across as wishy-washy. Take those words out and stand firm. Say what you believe and believe what you say.

3. Good writing is original.
You don’t have to say it like everyone else does. You don’t have to follow all the rules. You don’t have to incorporate all the great advice you read in articles on writing (even in mine!). Do it your own way and stand out from the crowd. If you’re like everyone else, what would make people gravitate toward you? Give them a reason to pick you.

4. Good writing is authentic.
You’re not the answer for everyone, and not everyone is going to be attracted to your stuff. However, if you write authentically, then you have a better chance of people sticking around to see what you have to say. It’s basic Law of Attraction.

5. Good writing is passionate.
Enjoy what you’re writing about. Write from the heart. Be passionate. If you like humor, be funny. If you like word play, add a few puns. If you’re thrilled by what you’re doing, let that joy come out in your writing.