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Search & Destroy: 7 Ways to Save Your Copy

February 8, 2016 by Karin Beery Leave a Comment

15343154939_c2d279612f_zEveryone has their favorite words. You have a friend that thinks everything is awesome or a sister who always wants to know, ‘does that make sense?’ It doesn’t matter how well-educated you are, how much you write, or how often you sit at a keyboard – everyone has a favorite word (or words). Those words may not be noticeable when you speak, but they’ll jump off the page. Those pet words can bog down your writing, especially copy, when your word count is limited.

When it’s time to clean up your copy, go to your word processor’s ‘Find’ function and look for those favorites. Here are a few words to look for, as well as ways to see how often a certain word appears.

  1. Just: This word is used in several ways, and most of those times it can be replaced with a more descriptive – and powerful – word. I was just walking down the street doesn’t offer much detail. Last week I walked down the street shows you exactly how long ago.
  2.  Very: She was very late. If you grew up in my family, that would mean fifteen minutes. If you grew up in my husband’s family, that could mean two hours. Instead, be specific: She was forty-five minutes late.
  3. Really: Similar to very, it’s a superlative but unquantifiable. How far is really far? How smart is really smart? If you don’t know, leave it out. It’s enough to tell people you’re qualified. Telling them you’re really qualified doesn’t add anything.
  4. That*: This word is a qualifier – its specifies a specific section, person, or thing. It’s often used when it’s not needed (e.g. I know that it is wrong can be written I know it is wrong). It would take a whole English lesson to explain the hows and whys, so I’m asking you to trust me. Find it. Read it out loud. Figure out if you really need it. *Some people have decided that ‘that’ should never be used and are therefore eliminating them all from their writing. Resist the temptation.
  5. Tricky Words: if you always confuse affect/effect, there/they’re/their, or lightening/lightning, find those words. Make sure you’re using the correct form properly.
  6. Read It Out Loud: What looks good on paper to you may actually be a tongue twister. Reader your copy out loud to see how it sounds (not how you think it sounds). You’ll discover more pet words that way.
  7. Find & Highlight: Not convinced that pet words are a problem? Use the ‘find’ feature on your word document and selection the option to highlight. This will provide a visual as to how many times a words actually appears. (Bonus Tip: if you have ‘and’ three or more times in a sentence, it’s time to make new sentences).

By eliminating pet words, you make room for stronger, more descriptive words that will better help potential clients know who you are and what you’re offering. Don’t hope someone knows what you mean when you say you’re really talented and are just a very hard worker – show them exactly what you mean.

*Photo credit

Filed Under: copywriting Tagged With: copy writing, freelance, web copy

2 Tips for Personalizing Your Content

December 14, 2015 by Karin Beery Leave a Comment

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What sets you apart?

Earlier this week I saw a job posting for a company looking for a writer to help them with the About Us section of their website. The company found a description on a competitor’s website and they wanted to use the same description on their website. Thankfully the potential client knew enough not to copy-and-paste the content, but he still wanted to reuse someone else’s information.

The problem with this technique – other than the possibility of plagiarizing – is that you’re essentially taking someone else’s clothes and trying to make them fit you. Of course there will be some pieces you can get into, but they won’t fit well and they won’t reflect your unique traits.

How does that apply to content?

It’s highly unlikely that your company does the exact same thing as any other company. Even if you provide the same services and products as someone else, your background and education will be different. Your influences are different. The way you treat people and talk to your clients are different. When you copy someone else’s content (even if you rearrange the words so you’re not technically plagiarizing) you’re still telling someone else’s story. When you do that, you’re not showing people what makes you different – you aren’t highlighting your unique qualities.

So, how do you make your content your personal story? If you don’t have the time to learn how to write effective copy or the money to hire an editor, here are two tips you can use to help your content reflect you. (There are plenty of other techniques you can use, but these two will have the most impact.)

  1. Vocabulary. The words on your website should mimic the way you speak. Don’t use words from someone else’s site just because you like the way it sounds. If it’s more casual or more professional than you actually talk, it won’t take long for your customers to figure it out. Your website isn’t just promoting your business, it’s promoting you. Make sure the reflection is accurate.
  2. About you. Most plumbers do the same thing, so listing your services isn’t enough to set you apart from every other plumber online. If you want to stand out, let people see who you are. Spend some time on your biography (or About Me) page. Let people know who you are, why you do what you do, and what you love about your job. Tell them why you got into this business, how long you’ve been doing it, and why you stuck with it. Let them see why you are the person they should hire.

After all of the time and energy you’ve put into starting your business, don’t settle for someone else’s description of another person’s work. Take a little more time to make sure your site reflects you and no one else.

 

 

Filed Under: copywriting Tagged With: web copy, websites

Is Content Killing Your Landing Page?

November 9, 2015 by Karin Beery Leave a Comment

Your website’s landing page is often your customer’s first impression of you and your company. Don’t let it scare them away! A well-designed site can definitely appeal to a person, but don’t underestimate the written word.

Check out this amazing infographic that I found at Social Media Today. The article and infographic focus on all aspects of your website landing page, but there are two main things I’d like to point out to you.

  • What issues prevent a website from doing what the business owners wants? 41% of the people said lacking content.
  • Of the five tips for optimizing your landing page, the first two deal with content! Understanding who you’re talking to and using positive, active language.
LandingPageInfographic

 

Yes, your website needs to be well-designed and user-friendly, but if the content isn’t easy to read, informational, and urging your visitors to action, than you’ve wasted space and time. It’s not enough to be a decent, good, or excellent writer – you need to know how to write content that keeps people clicking on your site. Here are a few tips for you:

  1. Know Your Audience. If your website caters to experienced, professional physicists, let the big words fly! If, however, you’re trying to explain the benefits of organic fertilizer to average customers, write like you’re talking to someone who knows nothing about the topic (think 5th-8th grade reading level).
  2. The Hook. Any salesman or writer knows that you need a hook – something to capture your client/reader’s attention. Don’t prattle on and give your life story. Let your landing page be your hook, grabbing visitors’ attention and pulling them in for more.
  3. Summarize. It’s tempting to put all of your best information out there where everyone can see it, but don’t. Grab someone’s attention, then lead her through your site. Take her from page to page with history about you, your company, and your services/products.
  4. Tell Them What to Do. Don’t hope your website visitor’s will contact you, give them a reason to! Click here for a FREE, detailed estimate, or sign up now to received our top ten tips for staying warm this winter. Don’t let visitor’s get away – show them what to do next, and give them something for their time.

Keep your visitor’s coming back with great content!

Filed Under: copywriting, writing Tagged With: web copy, websites

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ABOUT ME

Editor. Teacher. Novelist.
A passionate lover of fiction, Karin doesn't just write novels, she helps others write their best stories! A certified substantive editor with the Christian Editor Connection, her goal is to help authors to put her out of business by equipping them with the tools they need to become better writers.

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Karin understood my advertising and marketing writing needs and accomplished the project in record time. She asked all the right questions up front to equip herself with enough … [more]

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Substantive Fiction Editing: A substantive edit looks at the big picture. Start here to tackle the big issues before moving on to the nit-picky details. Substantive edits not only point out … [more]

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Lover of all things fiction, I also love University of Michigan football, the Detroit Lions, Tigers, and Red Wings, kayaking, gluten-free cupcakes, and my husband.

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