Content for Success

Copywriting and Content Development for Better Business Websites

Monthly Archives: August 2009

The Power of Effective Copywriting

Whenever I’m asked ‘So what is it that you do in life?’ I tend to hesitate. Not because the answer embarrasses me, but because it often embarrasses the person who asked. However, I choose to be polite so I reply that ‘I’m a copywriter’ and am inevitably greeted with a half-smile and ‘knowing’ nod whilst the person’s eyes are clouded in bewilderment. Some let it go and move on to safer areas like what I think about the divorce debate, but there are those who, beguiled by this response, want to know more. ‘Right… So what is it exactly that you do?’ Oh great, we’ve specified it now… well, here goes…
A copywriter is really self-explanatory – it’s someone who writes copy. It doesn’t sound particularly sexy, and in fact it isn’t. It’s all about you and a computer – and the thousands of people whom you hope will read your words. Copy is a generic term for words found in adverts, jingles, taglines, website pages, press releases, whitepapers, newsletters and other forms of media where the idea is to promote a product, service or even a person. Then there’s also web copy, which is often referred to as web content because a website usually tries to persuade the reader to buy a product or service by informing them about its features, uses, advantages and desirability.
Content is a mainstay of the Internet. If there was no content, you’d likely be staring at a blank screen! Therefore content development has grown into an important area for any website owner who wants to get traffic and retain readership. Web content is an important factor that will influence a user’s decision about whether or not to remain on a site and whether to purchase the product/service/advice etc. so content must be informative and interesting in order to engage the reader. If you’re not providing the answers that they’re looking for, then they’ll just look elsewhere. Internet users tend to be a fickle lot with minimal patience and an attention span so short that it can’t even be measured. They want their answers and they want them now!
Think about your favourite websites; why do you visit them time after time? It’s likely because they provide you with the information that you are looking for and they present it in a way that is appealing to the eye. This wasn’t done by chance, there was thought and effort put into the creation of the site and the content that was developed to hook readers and turn them into repeat visitors.
Indeed, there is one extremely important tool when it comes to copywriting and that’s a spell checker. Spelling and grammar mistakes have no place on an official medium. Carefully chosen words lose all their effect if they are misspelled. Mistakes make a site look unprofessional and whilst it may not have anything to do with the product/service, a shoddy site could be interpreted as a reflection of the company.
Knowing that the correct words could affect a person’s decision-making process is quite a responsibility. That decision could mean money… and, let’s face it, money is quite an attractive prospect; or it could also help build a reputation. Bylined articles not only feed the pocket, they also feed the ego. Consequently effective copywriting does hold a certain amount of potential in its grasp. When words appeal to the senses they are making an impact on the reader; describing the balmy summer evenings of the Maltese Islands on a travel website invokes the idea of relaxation and tranquility, far from the mundane routine of daily life. Yes, a holiday in Malta sounds perfect! A designer fashion website describes the glamorous lifestyle that a handbag can bring; a jewellery website promises that she will love you forever with their diamond rings. The right words can result in the desired actions and that is what effective copywriting strives for.
Methods, tips and tricks about copywriting and content development are plentiful and can easily be found online. It need not be a very complicated process but the benefits of effective copy are just as plentiful.

Effective copywritingWhenever I’m asked ‘So what is it that you do in life?’ I tend to hesitate. Not because the answer embarrasses me, but because it often embarrasses the person who asked. However, I choose to be polite so I reply that ‘I’m a copywriter’ and am inevitably greeted with a half-smile and ‘knowing’ nod whilst the person’s eyes are clouded in bewilderment. Some let it go and move on to safer areas like what I think about the divorce debate, but there are those who, beguiled by this response, want to know more. ‘Right… So what is it exactly that you do?’ Oh great, we’ve specified it now… well, here goes…

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Eight Clues to know you’re Experiencing a Maltese Summer

For most people living in Malta, the year tends to revolve around the summer season. Mainly because summer is not limited to its calendar days between the 21st June and the 20th September, but tends to start in May and can easily carry on until the end of October. Naturally the season tends to revolve around the warm weather and Maltese sunshine is definitely not lacking in that area; however, there are other hints that indicate that a Maltese summer is well and truly underway.
The sun is beating down on you as you step outside your house, full of energy and in good spirits.  After a 30 second trip to the car, however, you realise you’re already out of breath and on the verge of hallucinating and the energy you felt just 30 seconds ago has vanished completely. As you slide into your seat and frantically reach for the AC button, you are greeted by the cool breeze of quick relief from the air vents.
All the hotel car parks are full during the weekends because couples choose the summer months to get married (no worries about the rain ruining the big day!), leaving you with nowhere to park.
Signs of summer lovin’ are evident as the summer weather turns everyone into a social butterfly. The numerous events and parties that fill up the summer social calendar become a proverbial hunting ground as people look for a partner to nest with during the forthcoming winter months.
As less clothing is worn and more flesh is shown, gyms start getting full again with people guiltily remembering their New Year resolutions and re-using their annual subscriptions that “is so much more worthwhile and will help motivate me to continue attending classes”.
People no longer drive their cars up and down the Sliema front on the weekends checking out the strollers through their aviation Ray Bans; instead they race each other to the best spot at Blue Lagoon (or the latest Mediterranean hot spot) on their cabin cruisers/yachts/speedboats.
The beaches look like crowded zoos that house all different sorts of animals ranging from graceful gazelles to sweltering hippos with all of them trying to claim their spot ideally located midway between the seashore and the bar. Luckily they share the space easily enough without any animalistic scenes.
Scores of English language students descend on the island crowding the buses and the beaches, contributing to the gazelle population and every teenage boy’s fantasy as Sweden suddenly becomes a fascinating country that they MUST visit.
Loud bangs go off at intermittent intervals throughout the day and tourists can be seen gazing around in fright wondering whether Malta has suddenly gone to war. Don’t worry, it’s just festa time! Every town’s and village’s excuse to block roads and have a street party where alcohol and cholesterol are the main ingredients for everyone aged 9-99. Of course we discourage underage drinking and aim for our ‘five a day’… but it’s the festa and traditions must be upheld in all senses.
Ultimately though, by the 1st of July people are wishing for winter to arrive, the rain to fall and for the weather to cool down because the heat is just too much to bear! Have a great Maltese summer everyone!

sunbedFor most people living in Malta, the year tends to revolve around the summer season. Mainly because summer is not limited to its calendar days between the 21st June and the 20th September, but tends to start in May and can easily carry on until the end of October. Naturally the season tends to revolve around the warm weather and Maltese sunshine is definitely not lacking in that area; however, there are other hints that indicate that a Maltese summer is well and truly underway.

Continue reading →