A Deadly Mistake Even Some Copywriters Make

Sometimes, just for fun, it's good to look and see what your competition is doing.

Maybe they have a marketing idea that will spark a new one in your own head - you just never know. It's even a good idea to just browse around and look at sites unrelated to your business, because some of the best ideas come from unusual places.

So, tonight I did a little search for copywriters. It all started with checking to see how my SEO was doing, and making sure I hadn't slipped from page one for any of my primary keywords.

No, I hadn't, but then I decided to see who else was sharing the pages and what they had to offer. One was my friend and fellow copywriter Kay Faulk - but I knew she'd be there.

The very first site I visited broke one of the first rules in copywriting: Remember that it isn't about you. It's about your prospect.

But here, on this "professional's" site, there were 17 paragraphs, two of which began with "My" and ten with "I."

One of the ways to double-check your copy is to use the "find" function in word and search out every "I word" (such as me, we, our, etc.) and count them. Then search out every "you" and "your."

The goal is to end up with either 3 or 4 times more "You" word than you have "I" words.

This rule is so firmly ingrained in most copywriter's heads that it becomes difficult to write an answer when someone asks a question that calls for an answer beginning with "I." It just feels wrong.

The lady does know something about search engine optimization or she wouldn't be on page one of a Google search, but if her client copy is similar to her personal copy, it isn't very good.

Do you love to write? If not, don't do it.

Although I can't understand it, some people do not love to write. It makes no sense to me, because writing is downright fun, but I won't argue with those who disagree.

What I will argue with is the idea that people who dislike writing should still try to produce their own ad copy. It just doesn't come out right - and it takes valuable time away from them doing what they do best, whether that's selling houses, hanging drywall, or repairing cars.

Poorly written ads can actually make a business or a business person look unattractive to the very prospects they're hoping to win. Does it make sense for them to pay for that kind of advertising? I don't think so.

Sometimes you have something to say and you know it exists only in your own head. So you think you have to write it. You do, but only to an extent. The best solution is to dump it all out on paper, and then bring in a writer to put it together in the right order, with words that make it interesting. You and your writer work together to create a finished, polished project.

I do that for clients, and I did it for my husband. You see, he's a retired home builder and he wanted to tell people things they need to know before they hire a contractor and embark on the exciting adventure called "Building my dream home."

Between my years in real estate and his as a contractor, we heard so many tales of woe that it seemed like something we just had to do. So, since he's definitely not a writer, he merely put down his thoughts in random order. Then I sorted them out, asked him a lot of questions to fill in the holes, and turned it into an e-book called Home Building Simplified.

If you're thinking about building, check it out. And in the meantime, get a free copy of our report entitled "How to Spot a Bogus Contractor," by emailing helpmebuild@getresponse.com.

If you have marketing materials that need to attract more clients, or if you have a report or book burning in your head - but you don't like to write - get in touch.

I'll help.

Do you need help writing a reference?

Earlier today a friend called for advice on how to write a reference for a former employee. It isn't easy, especially since the word "former" indicates that there may have been a problem.

I've been faced with this myself, and believe me, it's much easier to stare at a blank page than to stutter into the phone when the question comes out of the blue!

Perhaps that "former employee" learned something since they left you, and will do a better job next time. Perhaps not. You have no way to know.

So while you don't want to lead a new employer astray, you don't want to sabotage that former employee's chances at a good job. (That is, unless you have good reason to think they'll do damage to the next employer.)

My advice is to mention their strong points as well as areas where they could use improvement - and say anything nice you can think of. Don't lie, but don't emphasize the negative unless you have a very good reason.

Meanwhile, remember that your letter is an important correspondence. Give it the same care that you would any other business letter. Be professional.

Every time you correspond with a customer, client, or another business person, you're imprinting an image of yourself. Re-read your letter before you send it. Make sure the sentences flow well. Don't ramble! And do check for typos.

As an added note: Many small business people write these short letters by hand. That's a personal touch that we don't see often, and it does carry a nice feel. IF you can read it! I know of at least two small businessmen who love to write letters, but have illegible handwriting.

It really doesn't do much for your credibility when people pass your letters around - making guesses at the words and trying to decipher the meaning.

If you need help writing a reference, or help with any business writing, call me! You may dread it, but writing is my fun, as well as my work.

Yours for success,
Marte