Why Not To Use A Name Generator For Business Names

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December 13

Recently I was approached by a client to help with developing a new business name. The firm had been brainstorming for a while but hadn’t hit the nail on the head, yet. This isn’t something I get to do that often, and only twice before have I been approached by a company to research and develop a highly brandable, highly marketable name. Both times the budget was generous, and as you may know, businesses often spend thousands of pounds developing a name for a subsidiary company. But this was a start-up company with a small budget, although nevertheless they wanted to create a powerful name, something memorable, adaptable to multiple products with their industry; something ageless, upmarket yet at the same time contemporary and cool.

They had initially tried using a name generator for business names, but if you’ve ever tried one of those online gadgets you will know they are pretty naff, rather like trying to put up a picture in a dark room; it will be inappropriately lob-sided at best. Name generators aren’t humans, and although they might be programmed by humans, they have no idea of your vision, passion, intention, objectives, short and long term goals.

And so they came to me. I asked for a good few days to let my creative juices flow; the last thing you should ever do with creating brand names is rush the job or allocate strict working times to the task. This only seeks to suffocate the creative mind. Of course, I researched the market and studied competitors, looked at the demographic and requirements involved, but for the most part I waited for the evenings, fairly close to bedtime when ideas always seem to flow like an Alaskan ice dam melting in the summer sun. And alas, after submitting two rounds of names, I hit the jackpot and everyone was happy.

The relaxed approach to the creative process, and the fact that the company didn’t require laborious, time consuming market cases studies, meant I was able to  charge a fee that wouldn’t hurt finances before the company had even begun. A enjoyable job well done!

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Online Editor – Moi?

Posted in Online Editing | No Comments »

July 10

online editor
I won’t lie, I didn’t set out to be an online editor, it wasn’t part of my vision. However, it is something that comes with the territory, because sooner or later, someone will ask you to edit their work. I won’t lie again, I cringe when I see the “editing” word in my inbox; why? Because I know that means someone has written something and is asking for “a quick edit to make sure it looks professional and the grammar is correct”.

Why should that make me cringe? Because I also know this means two things:

1. They wrote the piece themselves because they thought it would work out cheaper just to get a quick edit.
2. I know this job will probably take me longer to complete than if I wrote the work from scratch.

Sure, I can edit the work for mistakes, but making it look professional and “jump of the page amazing” means I need to bring the appropriate tone and style to the writing, and be it a press release or web page, this usually means extensive changes. Occasionally I am pleasantly surprised and the work is well written bar a few sentences here and there that could do with some reworking. But being the person I am, I don’t like to just fix something up to an “okay” standard.

So, my approach is this. I look at the work, and if I know I will need to rewrite the entire thing for it to be excellent then that is what I suggest to the client. If the client wants the quick fix then it’s cool, they are more than welcome to go elsewhere. I would rather lose the cash than put my name to work that isn’t excellent. I don’t like to put work out there that represents a unstable mix of someone else’s writing and my patchwork efforts. Of course, I can keep all the bits a client wants left in, and adopt the required tone, but if I need to rewrite every sentence to make it the cat’s kittens then the charge is going to be the same as it would be if I had to write from scratch. Why? Because as my regular clients know, it would be quicker to give me a list of bullet points and let me fire on all cylinders from the outset.

And that is my advice. Don’t spend hours grafting and then employ a patchwork online editor to help you finish the race. You might save some pennies, but you will regret it when the writing doesn’t perform. Pass the baton at the conception stage to a professional and Usain Bolt your way to the finish line.

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How To Write The Perfect Blog Post

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July 1

This might look like a very short post, but trust me it leads to a good surprise, so stay with me for a moment.

Last month I was approached by the guys at bestwayto.com to help them produce a post entitled “best way to write a blog post”. They wanted some expert input and I was happy to oblige. It’s always nice to be recognised for one’s work, and of course to be referred from one client to another. I can’t reproduce the work here because that would breach our contract terms, and would also annoy the Google Panda somewhat. Not to mention that I penned the post in the style of their site, which is quite cheeky and fun. If you would like to have a read then click here.

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Google Panda Hates Sex But Loves Good Copy

Posted in Google Panda | 1 Comment »

June 17

google panda

It’s been a while since I have blogged here, and there is good reason for my absence. Thanks to Google Panda, I have been busier than ever. I have been inundated with work from online business owners and Internet Marketers panicking to find a copywriter that can write in line with the new Google Panda requirements.

For those that don’t know, Google Panda is an initiative by the search giant to oust rubbish content from the search engine listings and ensure searchers are only presented with premium rate quality. Panda is ongoing, and the entire algorithm tweaking will comprise a plethora of changes, many of which are to come. All you need to know, however, is that content is not just king, but now lord of the land.

Content farming, scrapping, spinning, copying…all these things are now highly detectable and will be penalised according. Originality and quality has emerged as the future of copy online, and to stay on the right side of the Panda you need to remember a few things when writing content online:

  • Don’t copy content from any other site.
  • Don’t spin content into barely readable copy.
  • Don’t duplicate content within your site pages.
  • Don’t write skinny short posts/articles and then plague your pages with adverts in an attempt to lure clicks.
  • Compose error free, well presented copy with a relevant title pertaining to the text.
  • Use only contextually relevant internal and external links within your copy.
  • Don’t spam your page with an unnaturally high keyword density.
  • Make sure the copy retains correct spelling, punctuation and grammar.

One might argue that a business should be doing these things anyway, and it would be entirely unprofessional not to follow such guidelines. Well you’d think so. But for a long time, marketers in particular, were so “link focused” that they thought sub-standard content, spun content, copied content and poorly re-written content was acceptable, as long as the clicks were followed by a reasonable number of conversions. Personally I believe that you get what you pay for, and if you hire a copywriter with a solid online/offline marketing background you might pay a little extra, but you will also convert more of those clicks.

But this, my good people, is neither here nor there. For the Panda has spoken, and Google has decided that the arteries of cyberspace have become blocked up with rubbish, and it has started to reflect badly on search listing results. Google wants that top ten to be filled with quality, and the search king doesn’t want users becoming frustrated, bouncing back and forth five times before finding content suited to the requirements of their search and their expectations of quality.

It is the year 2011, and the Internet user is no longer star struck by the marvel that is the “web”. The user is demanding higher standards and has a million versions of the same subject matter to choose from, and Google wants them to have the best, without any fuss. So get chewing your bamboo and editing, or searching for a new copywriter.

Pandas might not enjoy sex, but they love good copy.

Back to the grind…..

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How To Write a Press Release – 8 Things You Need To Consider

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February 8

1. Make it Newsworthy

You need to ask yourself whether or not the press release is necessary. Do you have a newsworthy angle? Are journalists going to view your PR as news, or merely a promotion of something that already exists or has happened previously? That isn’t to say you can’t make a PR look more newsworthy than it is…but that takes some careful planning and comes with experience.

2. Planning Means Success

Planning is the mother of most success, so don’t dive straight into a PR, take time to plan the structure, as follows:

- Headline:

Play with words and create a few compelling headlines around your subject matter; this will help spawn ideas for the body of the press release.

- Summary:

In the first paragraph summarise the announcement in around 25 words. This sets the tone for the reader and lures them in for more details. Use the ‘who, what, where, when, why’ rule to ensure you include all the details. Where possible stipulate a date and an event, this adds to the newsworthiness of your PR.

- Main Body:

This is the nuts and bolts of the PR. Get your point over concisely, don’t waffle and write in uncomplicated grammar. Break paragraphs up into no more than 8 sentences and use quotes from your key source(s) to substantiate the news.

- About the Company:

If you are writing about a specific company or organisation give a brief overview of what the company does, but make this no more than a few lines – it isn’t that relevant and will eat valuable lines that you should be using to explain the product, service or event.

- Press Contact:

Always provide details of where a journalist can find more information about the company, organisation or event. Don’t forget to include your contact details as the press officer/company.

3. Don’t Go All Corporate and Adjective Like

Journalists don’t want to be bombarded with buzzwords, they want plain, well written English. Corporate jargon and other meaningless adjectives suggest the product, service or event you are announcing is simply based upon hype and fluff.

4. Don’t Write an Essay or an Article

More than a page is too much, 300 words is ideal, 500 words can work for online press releases, but try and stick to 300 words unless there are essential details that must go in. This isn’t an article or an essay, it’s a newsworthy announcement that should remain neutral and relay factual information. Avoid the use of ‘we’, ‘you’, ‘us’, ‘me’, ‘them’, etc. What is it? What does it do? When will it do it? Why is it useful and exciting?

5. Quotes Please

Quote the MD/CEO, the creator, the engineer, the spokesperson, whoever you think is necessary, but make sure the people you quote are available for interview using the contact details you supply at the bottom of the page. If a newspaper or magazine wants to run a story they will more than likely need to clarify details with the individual in question. Always include quotes, they really do make a press release smell like a…well, a press release.

6. Images Look Nice But Do You Really Need One?!

PR’s are about words not pictures, so don’t send out images in your PR unless they are absolutely necessary in explaining what your product or service is about, but even then, you could simply provide a URL to a website where images are further information are supplied.

7. Don’t Send Attachments To Journalists

If you send a PR as an attachment then you are asking for it to get blocked by a company’s server or simply deleted because it is taking up inbox space. If you want your PR read, copy and paste the text into the body of the email.

8. Contact Details

Supply a telephone phone number – preferably one you will pick up when it rings – as well as your email address. Not all journalists can be bothered to type because they do that all day, so give them the luxury of using their free mobile minutes.

I write professional press releases for multiple areas of industry, including retail, technology, health and fitness and entertainment. I am currently offering a special press release writing package: Fewer than 500 words for £50, with a 48-hour turnaround. Drop me an email with your requirements and let’s make sure you get heard.

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All Links No Action – Time To Improve Your Article Marketing

Posted in Article Marketing, SEO copywriting | No Comments »

December 16

If done properly, SEO Article marketing can be a lucrative expedition. Yet far too many website owners are posting substandard articles in directories and wondering why this supposedly fruitful venture isn’t all its cracked up to be.

When partaking in article writing you need to consider that the internet isn’t a new phenomenon anymore, people aren’t clicking like crazy in awe of how easy it is to buy things and connect with their friends. People are savvier and brighter these days, the consumer is in control again and each person has developed personal standards when it comes to buying into a concept or product.

Therefore, when you place an article in a directory, don’t expect to get a good click through rate if:

  • The grammar is poor.
  • There are spelling mistakes.
  • You aren’t giving the reader a unique or interesting angle.
  • The title is misleading and let down by poor content.
  • You don’t sound like an authority on your chosen subject.
  • Your sentence construction is poor.
  • You are offering an obviously re-spun article and as such it reads in an odd way.

Think about it like this, if you are a car salesman you don’t put your worst looking cars at the front of the forecourt, you put the cleanest ones with the best paint jobs at the front to lure people in. So why do people put rubbish articles in article directories and expect readers to click through to their website? Because dear friends, we have become obsessed with obtaining links and have forgotten the first rule of good business…if a job is worth doing it is worth doing properly.

If you want a higher click-rate from those reading your articles then spend a bit more time writing them. Collate good ideas throughout the week and jot them down, this will help you deliver well thought out content. Think about the structure, an article isn’t a rant, it’s a song with an intro, a chorus, a mid-section and an outro….or, better still, hire a good article writer with plenty of experience to get the job done properly.

SEO Writing and Marketing Copywriting: 4 Ways To Get Off The Content Conveyor Belt

Posted in Marketing Copywriting | No Comments »

December 3

With  SEO content being churned out daily by every business with a website, competition in every sector and niche is high. From blog posts to articles and news feeds to press releases, the standard must be of superior quality. Content is in abundance and readily available in every crevice of the web, therefore, if your content is being whipped up conveyor belt style you need to rethink your strategy. Paying less than $4 for 500 words and expecting to see sales figures or site traffic soar is far from realistic. Consumers don’t engage with your brand if the site content is sub-par. Copy acts as a digital spokesperson for your business, so anything you put down in text that people can refer to again and again must be of exceptional quality – thus providing an apt representation of you and your business.

marketing copywriting

Pay Peanuts Get Monkeys!

Below are some things to consider when hiring someone providing SEO writing services:

1. Establish A Long Term Relationship: SEO writing and marketing copywriting need not cost the earth. Find a copywriter that is fairly priced with demonstrable experience and working knowledge of SEO – then hang on to them with both hands! Talented yet dependable writers are difficult to come by because most of them get paid very well to write copy for big businesses. Such writers are asked to shadow write speeches, books and business proposals. If you find a good writer who understands what you are trying to achieve, can keep to deadlines and delivers what is asked first time with little need for excessive editing, why look elsewhere?

2. More Often Than Not, You Get What You Pay For: 8 times out of 10, cheap is exactly that…cheap! Outsourcing work to SEO writing services abroad where non-native English speakers carry out the job for a fraction of the price may lead to increased site traffic in the interim, but will disengage your readers and fail to generate return clicks. You need a writer with a firm grasp of grammar who is capable of writing across a broad range of subject matter. Going back and forth because copy requires constant editing is not ideal, nor is paying someone to rectify a job you’ve already paid for. Save yourself the hassle and select wisely.

3. Locate an Online Specialist: Several SEO copywriting services are based solely online and therefore run their own marketing initiatives. This will benefit you since it means that the copywriter will have proficient knowledge of on-page and off-page SEO. You will have the benefit of their experience at your disposal and they may be able to suggest ideas, therefore bringing a whole new perspective to your business. Selecting a specialist means less time wasted explaining keywords, strategic analysis and basic concepts. And as we all know, time is money.

4. It Pays to Be Nice: On average, a good writer can take up to an hour to write 500 words, targeted at the specified audience and written to a high standard (not including research time). Good marketing copywriting cannot be written at the rate that some people assume, hence it is essential to be a reasonable employer and not to be miserly when it comes to payment. The less you offer to pay, the less time the writer will take completing the job and they may not want to work with you again. Eventually they will find a more reasonable employer which would leave you stranded and trying to find someone to replicate the same quality.

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Cheap Article Writing and Cheap Web Copy Is False Economy – Visitors Never Sit They Bounce

Posted in Copywriting | 2 Comments »

September 19

For sure, you could surf on over to Guru.com or Elance.com right now and get someone to write articles or web copy for a mere $7-10 a page (500 words). But I guarantee you will regret it when you see your bounce rate hit 80-90% and visitor time slip to an average of a few seconds.

A high bounce rate indicates that people are leaving the site from the same page they came in, and a low visitor time means they got bored very quickly. Put these two things together and you have a recipe for failure, not to mention you are throwing your money down the drain.

Bulk article writers are two a penny and the lure of “cheap” sounds great at first, but what do you get for your money. I will tell you; conveyor belt style articles written with the articulation of a 16 year old, 18 if you are lucky.

Want to hold the attention of the reader?

Well then, you need someone who has experience of writing for multiple publications and a variety of audiences. You need someone who is well read, perhaps someone who is a seasoned writer and already published. Someone with an extensive client list that includes global corporations and respected individuals from the business world, someone with an excellent grasp of the English language and written word, someone who can be witty, engaging and make even a boring subject interesting.

Remember this, the majority of things in life have been said and written before. Therefore, you don’t want copy that is simply a rewrite of another page or article – you want an individual take on the subject matter with a different grammatical approach and unique feel. A reader wants to feel the personality of the writer and be compelled to read on and ultimately dig deeper into your site – revisiting again in the near future.

Do The Maths!

Pay $25 for one article that has an average visitor time of 2 minutes and a 50% bounce rate,

or…

pay $25 for 4 articles that each have an average visitor time of 10 seconds and an 80% bounce rate?

Which option do you think will produce sales conversions? It’s a no brainer…

Quality content reflects on your business. Good businesses don’t do average, they excel in what they do and seek to obtain a unique angle that sets them apart form the competition. Traffic is no good if it doesn’t stay, have a look around and become a fan of your website.

Looking to invest in your business? Invest in good copy that sees visitors sit, NOT BOUNCE!

Peter is a copywriter, marketer and communications specialist with over 11 years experience in media related industry. He provides marketing consultancy and strategic copy to companies across Europe, America and Asia.

A Weak Dollar Means Less Pounds, But Don’t Worry – Britain Needs English Copywriting

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September 14

A weakening dollar is causing a panic amongst many English copywriters who source a fair portion of their work online from U.S. companies. Even a strong dollar still presents a financial issue, quite simply because  dollars for Americans are like pounds, but for a UK based English copywriter , charging the same rates in dollars just doesn’t pay the bills, yet for a U.S. company, converting pounds into dollars is too costly.

The U.S is a massive market for English copywriting, and 90% of jobs on freelance websites like guru.com and elance.com are U.S. based. But in these times of a weak greenback, English copywriters need to switch their strategy by realising their worth. You see, whilst we can write pretty much anything for the U.S. market, American copywriters find it very difficult to write for the UK market.

American copy sounds distinctly American, fairly ‘cheesy’ at times and often a harder, more obvious sell than that of the UK. English copy on the other hand is more subtle and witty; the hard-sell is old school and doesn’t often wash here

English copywriters find it easier to adopt an American tone for sales copy and creative writing, but seldom can an American copywriter adopt an English tone for similar endeavours. And this isn’t just hearsay, there is silent proof. When a UK company posts a job on a freelancers website, you only ever get a few U.S. based applicants. This is because English companies would prefer to employ an English copywriter and usually do. Based on that fact, American copywriters tend to label the job as a “no go” and apply elsewhere – good news for English copywriting.

So, if you are an English copywriter affected by a weak dollar, it’s time to come back to the roost. Stop being lazy, log out of the freelancing websites and market your services on home turf.  Let UK businesses know why that extra few quid is well worth the English pen. For example, if you are dealing with a multinational they get double the skill for a little extra money. Not only can we write for the UK market, we can write for any country using the American version of our beautiful language (ahem!).

Written by Peter Litchfield

Peter is a copywriter, marketer and communications specialist with over 11 years experience in media related industry. He provides marketing consultancy and strategic copy to companies across Europe, America and Asia.

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How To Write a Business Proposal

Posted in Business Proposal Writing, Copywriting | 1 Comment »

September 9

A present, there are numerous books, blogs and articles floating around that all purport to know the best method for how to write a business proposal. Many of them will dispense tips for writing a business proposal freely and encourage you to go into as much detail as possible in order to answer any questions that your reader may have.

However, we live in a world where less is in fact more and you would do well to bear this in mind. The CEO of a company doesn’t have time to digest 50 pages of corporate jibber jabber. He or she barely has enough time to read through their daily emails. If you’re lucky enough to be given an iota of their time, don’t waste it! Make an impact by delivering key information concisely.

When writing a business proposal you must be confident and innovative. Ensure that the personality of your company comes across clearly without being boring or excessively corporate. Don’t make the mistake of being overfriendly or colloquial but separate yourself from the competition by demonstrating individuality.

Another tip for writing a business proposal is to refrain from blagging. Given that it is best to keep it succinct, wasting words on uncertainties or unnecessary but what you deem attractive information, would be foolish. It’ll do you no favours in the long run and is not how to write a business proposal as you will inevitably be caught out.

Repetition of the same thing is also one to avoid. If good customer service is the same thing as solid customer support, then why say it twice? Not only is this time wasting but you may aggravate your reader by insulting their intelligence.

Business professionals may tell you there are specific guidelines on how to write a business proposal, but if you need 50 pages to tell me how great your company is, then I don’t believe you.

Written for LMC Media Solutions By Assumpta Ozua.

Assumpta is a Paralegal and  Freelance Writer penning articles on law, business, lifestyle and fashion.

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