When saying ‘please’ isnR...

I spotted this sign outside the swimming pool this morning and I was bowled over by how clever it is. In just 15 words it manages to influence your behaviour – and without saying ‘please’. By telling the reader how everybody else is behaving, it makes them want to conform. This idea is known as social proof and it can be more persuasive than simply asking someone to do something. Do you think the sign would be as strong if it read: Please shower before entering the pool It’s shorter, but it’s very plain and formulaic. By including some detail...

The five website copy crimes you should ...

Your website is your hardest-working employee. No days off, no holiday and it sells for you even while you sleep. You should make sure the site is doing the best job it can and not turning people off with simple mistakes that could be costly. Read: The five website copy crimes you should avoid committing. (This was a guest post I wrote for the The Business Blogging Network website, published on December 7,...

Lessons from Boots on how to attract and...

I went to a talk on Tuesday night called ‘How Boots helps global brands use the internet to drive sales’ by Matthew Fitzpatrick, advertising manager of Boots.com. Having written some copy for Boots, and being a girl, I was interested to find out how a huge brand like Boots uses the internet. Is it different to how I do it? In a nutshell – no. Here’s their online plan for users: ATTRACT – ENGAGE – CONVERT – RETAIN They want to attract people to their site, grab their attention so the user will engage and convert into a sale. Once...

How does a copywriter write copy?...

Initial thoughts scrawled in red pen This morning’s work was a classic case of copywriting. New client Mark Grey from Blue Nectar Design Consultants had designed a gorgeous brochure to hand out at a forthcoming exhibition, all he needed were a few words to go in there. We spent some time discussing his company’s USP, who he was planning to hand the brochure to and what he really wanted to say about his company. Copywriters need a clear brief Mark jotted down his thoughts and sent me the brief: 1. Keeping the lengths approximately the same, review my attempt at...

Not sure if you need a copywriter?...

Crocstar is introducing some copy packages, designed to make your life easier. Consider that badly-spelled communication risks your reputation and could damage your brand. The packages below have been put together after working with graphic and web designers over several years and identifying the common elements that need a professional writer. We’ll look over newsletters, write your Google ads, talk you through social media and more: Newsletter package Get your newsletters proofread by a professional Same-day service Just £25/letter and re-writes from £20*/letter...

Did I really say that?...

I’ve just come across a website for a restaurant I did the copy for a while ago. The site has only recently gone live so quite a bit of time has gone by since I wrote the words. The strangest thing happened – while I could recognise some of the turns of phrase as mine, some of them I really couldn’t. I wonder whether that’s always the case? Yesterday I was writing a blog about wedding dress trends – quite easy for me as I am recently married and so I write it as the target audience. I’m also writing the copy for a photographer’s...

What is Crocstar Media?...

Crocstar Media is a company providing content for websites. It’s headed up by Christine Cawthorne who has worked for the BBC, Yahoo!, AOL, Bauer Media Group and produced content for lots of business websites. Christine can work for you as part of your team when you need content producing for a website. She can meet the client directly or work to a brief supplied by you. If there’s work for more than one person, Christine has a network of reliable copywriters she can call on. Copy takes time to get right and sometimes it’s hard to know where to start....

Why do you need a web copywriter?...

Websites need great copy, just as they do clear navigation and attractive design. Christine has been writing for the web for several years – from breaking news stories on the BT Yahoo! homepage when she was an intern, to producing features during her time on the BBC Local websites to business-to-business and business-to-customer content for company websites. Christine’s experience encompasses brand voice, calls to action, padding, editing and complementing other elements such as audio, video and images. Crocstar Media works as an ingredient brand. Christine...

New clients, new opportunities...

I’ve just started working for a new client, Jupiter, based in Nottingham. In their words: “Jupiter is a creative communications agency specialising in retail and consumer brands”. Jupiter’s clients include Capital One, Wilkinson and Argos. I’ve been proofreading, copywriting and getting lost trying to find people in their huge building. It’s great fun and I’m expanding my experience all the time. The main thing I’ve noticed is that the style guide is king. With this is mind I’ve tracked down a guide on how to...