Copywriting guidelines during Covid-19

Posted by on Jun 3, 2020 in Copywriting |

There is no way that content marketing can stay the same as the COVID-19 pandemic rapidly transforms every aspect of our lives. Copywriters are quickly adapting to the new conditions, shifting their word choice and tone to suit the new culture and frame of mind that is emerging from the crisis. Follow these basic guidelines to bring your content creation in line. Make sensitivity a priority There is a time and place for irreverence – and we copywriters do love a dose of humour, don’t we? Especially if it pushes the envelope. However, now is not the time. Now it’s best to focus on a more sensitive approach and rather err on the side of seriousness. You can still keep the tone light but opt for an inspiring and motivational tone. Put on your word filters You know all those buzz words you love to put in your copy? Things like “killer deal” or “infectious enthusiasm” or “viral content”? Well you’re going to have to retire them for a while – until we get to the other side of this thing. But why not see this as a good thing? You have the opportunity to flex your creative muscle and find some clever replacements for these well-worn expressions. Keep your position neutral, your tone helpful It seems incredibly insensitive now to say things like “take advantage of this once-in-a-lifetime offer”. It would be better to say something like “Let us help you with much needed savings during these tough times.” Take away the hard sell and focus on being supportive. Maintain trust by being accurate if you’re going to reference data on COVID-19 for any reason, make sure you do so advisedly. Reference only credible sources and quote them carefully. A wrong step in this area will throw your credibility – and possibly your moral standing – straight out of the window. Be optimistic but don’t promise too much Instil hope and positivity into your writing but remember that we are learning as we go, and the situation is changing every day. You’re in no position to promise too much – and it may well backfire if you do. Never pretend to know more than you do, rather send the message that you and your audience are in this together. Do you need help formulating a world-beating content marketing strategy? Contact WSI...

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5 content marketing tips for financial advisers

Posted by on May 25, 2020 in Copywriting |

Financial advisors require specialised content. It’s also a highly competitive field, which makes good marketing all the more important. Here are five tips to help financial advisors promote their brand. Think beyond written copy The idea of writing a blog might seem like too much of a commitment, but what if you could spend just five minutes recording a short video that you can then upload to LinkedIn or YouTube? You can get your message out there without having to sit and down and spend precious time writing. Content marketing is not just about written copy. You can promote your services through a variety of media and platforms, which may actually suit your niche and business much better than written material. Focus on what you do, not your company or brand In the field of financial advisory, it’s better to post content that speaks to your industry and niche, rather than directly promoting your brand. If what you say is useful, then customers will seek out your services and develop an affinity with your brand. This is one sector where your product speaks for itself.  Repurpose content where you can You don’t always have to generate 100% original content. You can also pick great content from industry thought leaders and post it on social media together with your comments and thoughts. This saves time, makes you appear in tune with your industry, and gives you a choice of great content on tap. Focus on quality, not quantity It’s better to have ten blogs with really strong content than an endless stream of mediocre or bad content. This is especially true in your field, where you want to demonstrate your expertise and competence. Remember that it really is worth your while Financial advisors can be rather single-minded and you know better than most that time is money, so it’s difficult to justify the time it takes to create content to market yourself, but you need to know that it is well worth the time you spend on it. Whether you take the time yourself or bring in digital marketing contractors to do it for you, the investment will be worthwhile as you start to see the return on investment in the form of more clients! If you need a digital marketing professional to assist you in marketing your financial advisory services, WSI OMS can help. We are  a leading digital marketing agency that excels in content marketing that really sells. Contact us for more...

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Content marketing: Prioritise the quality of your product descriptions

Posted by on May 18, 2020 in Copywriting |

One of the most important aspects of any inbound marketing strategy is copywriting – and product descriptions are something that needs an equal amount of attention as blog posts or your About Us page. You want to describe products that are appealing and that lead to sales. How do you create strong product descriptions? Here are some key points to incorporate into your writing. Write for your audience It may seem obvious, but many people fall into the trap of writing for themselves rather than their audience. How much do you know about your market? Do you know what they want and how your product will fill those needs? Are your descriptions speaking to that? Know your audience first, then write for them – this should make the process of content creation a little more straightforward. Ease buyer’s guilt Here’s an interesting truth about consumers: they all suffer from buyer’s guilt. Even as they click on something they really want, they feel some hesitation, especially if it’s a treat for themselves. Part of your product description’s job is to remove that guilt and make customers feel good about completing the purchase. You can do this by reinforcing the one-time-only nature of the offer (even if this is not the case). Let them know they are getting a bargain, give the product an air of exclusivity and highlight the utility and/or satisfaction they will get from buying it. The client needs to feel that the price they are considering paying is worth it. Use words but create images The copy in a product description is not just about listing the attributes of the product in a generally informative but boring way. It is a matter of drawing a picture for the customer, setting the scene, evoking the need and instantly demonstrating how the product will satisfy it. Be creative, not just descriptive. Paint with your words. If you need a professional to give your marketing copy a boost, WSI OMS can help. We are  a leading digital marketing agency that creates copy for all kinds of uses, including, but not limited to, inbound marketing. Contact us for more...

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3 Tips to Keep You Inspired as a Writer

Posted by on Oct 9, 2019 in Copywriting |

We’ve all had those moments when the inspiration starts to dry up just as the deadline looms. We also all come through it – in one way or another. Here are three things you can try to stop you from getting stuck and keep the inspiration flowing:   1.Remind Yourself That Writing Is Something You Want to Do There is any number of jobs you could be doing, from cleaning toilets to selling insurance to balancing corporate books. However, you chose to be a writer, and here you are; doing what you chose to do. That, in itself. is a blessing few people have. So, next time you’re struggling with a tricky topic or client, just remind yourself of your fortunate position. As soon as anything becomes something you want to do, rather than have to do, it gets a whole lot easier.   2. Find the Balance Between What Your Client Needs and What You Like As a writer, you need to write about what fires you up, about things that you find interesting, written in your own inimitable style. You may well say: “Yes, but that’s easier said than done when you’re filling a copywriting brief.” The trick is to be inventive and find a way to join the brief to your interests and style. When you do so, it makes your job more fun. There is also a certain gratification in mining for and unearthing the connections between client demands and your own sensibilities.   3. Don’t Try to be Original If you’re writing a lot of technical or sales-driven content, you may start to feel like there isn’t much space for your voice. “How can I make this original?” you ask yourself, leading to a lot of time wasted in staring at the screen, drafting and deleting whole paragraphs, and needless self-criticism. Just remember that you can’t help but be original. No matter how many times a topic has been approached by other writers, none of them see it or write it exactly as you can. Just put your fingers to the keys – and there you are.   WSI OMS specialises in great copywriting and all other aspects of online marketing. Let us help you refine your digital marketing...

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6 Ways to Improve Your Writing for SEO

Posted by on Sep 5, 2019 in Copywriting |

Traditional copywriting has evolved into quite a different animal with the development of social media and SEO. You may be a beautiful long-form writer or a highly skilled spinner of ad scripts and punchy one-liners, and yet still find the digital world to be a challenge. The medium is rapidly forming a set of rules and practices all its own.  But, if you follow the “new” rules and practices, combining them with your existing writing abilities, there’s no reason why you shouldn’t be able to nail a good blog or social media post every time. Just implement these 6 basic tips: 1. Write for Your Audience  This should be your starting point every time. Forget about search engines, forget your knowledge base and the style with which you are most comfortable. Always know your audience intimately and write with them in mind.   2.Divide Your Time Carefully between Planning, Writing and Editing Writing your document is the easy part and the quickest. The majority of your time (about 50%) should be spent on planning and research. Give 20% to the actual writing and then 30% to editing, polishing and proofreading.   3. Brevity Is Key  Never let your paragraphs get longer than seven lines and make sure that your document can be scanned and understood in a quick, 30-60 second once-over. That’s all most people will give it, so make sure you get the basic information through.   4.Active Voice, Strong Verbs, Short Punchy Sentences  In some forms of writing, the passive voice is fine, but not in online marketing copy. Keep all your sentences in the active voice, always use strong verbs and check each phrase to ensure that it’s the shortest and most powerful it can be.   5. Don’t Be Afraid to Break the Flow Use staccato sentences and words as and when you need to. And, don’t be afraid of one-sentence paragraphs. These are attention grabbers and, therefore, your friends.   6. Be Emphatic and Confident Never appear to be speculative in your content. Assert each point without room for doubt. If there are corrections to be made, they can come in follow-up blogs or posts. You don’t think; you know. You don’t postulate; you recommend. Own and sell your point of view.   Above all, keep it short and simple, and you can seldom go wrong.   WSI is a well-established expert in online copywriting. Contact us and tell us about your digital content...

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Mastering Socialese: 5 Tips for Social Media Copywriting

Posted by on Aug 7, 2019 in Copywriting |

Writing good marketing copy for social media platforms is rapidly becoming an art. Added to the existing challenges of copywriting, there are more stringent requirements with regard to grabbing and holding the readers’ attention and saying what you need to say in as few words as possible.  Considering all of this, writing good copy for any and all social media platforms is a bit like learning a new language. It can be a bit intimidating understanding and making yourself understood when mastering a new lingo, but don’t worry. Take these five tips to heart and you’ll be conversing (and selling) in socialese in no time! Arouse Curiosity – Don’t Satisfy It With any social media post, you want to arouse interest and prompt the reader into clicking that link or finding out more about your product in some other way. Ask the question – but don’t answer it. Let your website do that for you. This is not only a more effective marketing strategy, but it also helps you to keep things brief. One way to do this is to focus on the benefits of the product rather than the product itself. Tell readers upfront what your product will do for them, while keeping the details of the product vague. If they want the benefit you offer, they will click to find out more. For example, instead of saying “Car X is a new-generation hybrid that will cut your fuel costs in half,” rather say: “Want to cut your fuel costs in half? Here’s how.” Build Everything around Your USP If you are not able to express your unique special offering (USP) by rote, in a single sentence, then you are likely to have a problem with your marketing strategy in general, let alone with your social media. You need to push your USP in every tweet or post. Regardless of the specifics of your tweet, the USP needs to be immediately discernible at a half-second glance. If it isn’t, users will simply scroll down and you will get lost in their newsfeed. Hone that USP until you can’t any more, then hone a bit more. Then push it consistently throughout the content strategy.  Use Active Voice  Passive verbs have their place in everyday language, but they should be pretty much forbidden in your social media posts. The active voice keeps the message more brief and to the point. Compare the following sentences that say essentially the same thing: “Your life will be changed by this product.” “This product will change your life.” Address, Don’t Broadcast  Speak directly to your reader as if you are having a conversation with him/her alone. Don’t broadcast a general message like you are...

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