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Copywriting

Word games

You want a really pithy description of your company that sings out the merits of what you have to offer but instead you’ve found yourself wading through great wodges of words.

You have 3,000 words in front you and you need 300 at most for your website and hey, even that could be too many. Where on earth do you start?

You may think that everything in front of you needs to be said. Actually it doesn’t. Or that your customers need to know the full history of your company including the people that used to work with you as ‘they helped to get us to where we are today’. No they don’t need to know that.

Ask questions

Before you try to wax lyrical about your services, ask yourself the following:

  • Who am I targeting?
  • What are their needs?
  • How can I meet them?
  • How can I meet their needs better than my rivals can?
  • How can they find out more or go ahead and place an order?

Be organised

Now look at all those words swimming like tadpoles before your eyes on your computer screen. Don’t let them do that! Instead, get a grip and assemble them in an orderly fashion under the headings above. This could be a revelatory moment because it will allow you to see clearly see what’s key for your customer.

People haven’t got all day remember and the beauty of online is that they don’t have to listen to relentless sales patter. It’s rather like choosing a superstore over the all-too-friendly corner shop when you’re in a rush, though please don’t repeat that.

Rhythm or blues?

You’re almost there. All you need to do now is wind it all together and read it. Does it flow? Does it have rhythm or just blues? Have you included evocative words that will transport your customer to the place you want them to be?

Here’s a simple example. If you pride yourself on your quietly elegant garden furniture, your customer is probably dreaming of a calming outdoor space. Use words like serene or heavenly and they’ll be putty in your hands.

If, on the other hand, your furniture is cheap and cheerful, day-glo even, you are aiming at the loud and brash types, who are probably far more interesting, and will relate to words like exciting, eye-catching or bold.

Still confused? At RealWork we’re happy to help and promise not to bore your customers with information overload. Contact us for a quick quote here.

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