7 Tips to Instantly Give Your Content Personality

Posted on May 26, 2010 by Andrea Goulet Ford

Content with personality sells. Brands spend big bucks developing a distinct voice that makes them stand out. Conversational words engage your prospects instead of putting them to sleep, or worse, buying from someone else. This idea of copy that is personable and professional at the same time is what I built my career on. And here are some tips I’ve learned along the way to help your brand stand out from the pack.

1. Keep words and sentences short.
Big words do not make you sound smart. (I actually had to re-write that sentence. Originally it said, “Big words make you sound pretentious.” I have to keep even myself in check.) Long sentences make you seem boring. Readers, especially savvy web-oriented ones, don’t actually read — they scan. Short sentences keep these scanners more engaged, which leads to more sales. I try to keep most of my sentences to one thought, or clause. Sometimes two. More that that, and I try to break it up into separate sentences. Another way to put this idea is, “write like you talk.”

2. Use contractions.
When we’re talking casually, we use contractions — those “shortcut” words like can’t, won’t, shouldn’t, etc. We say – “I’d love to join you, but I can’t. Maybe next time, when I don’t have a conflict.” In conversation, we’ll use the non-contracted form when we need to clarify or make a point. For example, “Joe, for the last time, I will not go on a date with you. Please, do not ask me again.” Using contractions instantly lightens the tone of your communications, and (you guessed it) makes your readers feel more engaged with your content.

3. Choose the “sparkle” word.
Which has more personality? “We’re happy to announce…” or “We’re thrilled to announce…” They essentially mean the same thing, but “thrilled” jumps out just a little more because it’s more exact. Happy is generic. It’s probably the first word you’ll reach for. Stretching just a little bit for that vibrant word can make your copy sing.

4. Write in the present tense, active voice, second person.
In non-academic terms, this means – avoid the words “have” or “been” and use the word “you”. Writing in this style is one of the most powerful ways to connect with your reader. It puts them in the here and now. It makes it feel like you’re having a conversation with them through the screen. Compare, for example, these two sentences: “We have enjoyed working with wonderful clients like you.” Versus, “You are a wonderful client. Thank you for your business. It makes ours more fun.” See the difference?

5. Know which (few) grammar rules you can break.
On occasion, I’ll start a sentence with “and”. I sometimes end with a preposition, too. That’s because these grammar rules help facilitate the conversational style. But there are some rules that when broken, make you look silly, or stupid, or ignorant. Here’s just a small sampling.

Your (you own it) vs. You’re (you are)
There (not here) vs. Their (it belongs to them) vs. They’re (they are)
Assure (give support) vs. Insure (to buy or sell insurance)
Affect (verb) vs. Effect (noun – can you put “the” in front of it?)
“A lot” is two words.

There are plenty more, and feel free to vent in the comments below. To keep your writing neat and tidy, try typing your opposing words in a search engine with “vs” between them. You can also check out The Grammar Girl.

6. Accessorize with styles.
Not to sound like your high-school English teacher, but rhetorical styles such as alliteration, metaphor, similes, rhyme, and repetition are marks of great writing. So use them. A word of caution though; too much of any of these styles, and you can easily swing to the other side of the personality pendulum (the one where you sound like an amateur and we don’t want that). It’s best to think of these styles like an accessory — add enough to accentuate your content, but not too much where you overwhelm the message.

7. Read out loud before you publish.
And by “out loud”, I don’t mean “really loud and slow but still in my head”. It means with your voice, at a natural volume. In addition to catching typos, this form of editing is perfect for making sure your content is conversational. Does it sound natural? If there’s a sentence that just doesn’t flow, work with it until it sounds right. Then, give your content to someone who hasn’t read it yet. Ask them to read it out loud. Then, massage any phrases that tripped them up.

With these simple tweaks, you can transform writing that’s bland and impersonal, into content that brings your readers closer to your brand. These are great tips for all sorts of business communications in both print and web. Have a question about how to implement these styles? Have a story about how you turned your copy around? Want to vent about your grammar pet peeves? Put it in the comment below.

Thanks, and happy writing!

Increase Brand Awareness with Clever Copy in the Nooks & Crannies

Posted on April 7, 2008 by Andrea Goulet Ford

Hiding in the corners beneath the bold headlines, under the compelling benefit statements, and around the action-packed verbs are bountiful opportunities to inject your brand with personality. A recent trend is “nooks & crannies copy” as I’m calling it, because it often pops up in unexpected places. Here are three examples:

1. Yahoo Chat

$Yahoo Chat Screenshot \$

While it may be difficult to see in this picture, Yahoo has brilliantly introduced humor into their chat feature. Between the conversation above and the text box below is the status report indicating if the other person is typing a message. However, instead of a plain and boring “Apple123 is typing a message….”, yahoo has sprinkled clever anecdotes such as:

Apple123 really should learn to type with more than two fingers…
STAND BY FOR A MESSAGE FROM APPLE123
Apple123 is about to drop knowledge…
Apple123 is hammering out a wicked comeback…
Bate your breath, Apple123 is typing…

among a plethora of others.

While not directly selling anything, introducing conversational wit in this unexpected place allows Yahoo! to showcase their brand’s personality. It gives the user the impression that Yahoo! is a fun, easy to work with company that doesn’t take itself to seriously.

2. Verizon Wireless

Located directly before a purchasing decision, this otherwise overlooked loading page has been transformed into a mini flash ad that reinforces the product’s effectiveness right before the sale. The ad shows an animated film strip loaded with a series of technological leaps. The last one, “From Dial Up…To High Speed Internet” subtly suggests “You wouldn’t live in a cave, would you? Then why on earth would you have dial up?” An effective suggestion, I would imagine.

3. You Need a Budget (YNAB)

Jesse Mecham, the developer of YNAB, tells the story of how he and is wife needed a personal budgeting system. They developed a simple excel spreadsheet that over the years has developed into a sophisticated yet user-friendly budgeting tool. While the site has been dramatically improved on the design side, Jesse still maintains the heartfelt honesty in his conversational copy, as evidenced by the “Download Update” screen for his product. He is an accountant, and occasionally a grammatical error will pop up in his copy, but it doesn’t seem to matter when it comes to the bottom line. His conversational style is obviously effective due to the growth and endorsements of YNAB.

How to Make the Online Sales Copy for Your Website More Conversational - by Evelyn Lim

The Right Way to Write Sales Copy - by Anthony Vicenza

10 Tactics for Top-Notch Testimonials

Posted on March 31, 2008 by Andrea Goulet Ford

Testimonials – the magical way to turn boasting into evangelism. Sure, they’re effective – and their use is hyped in every corner of marketing communications. But just how do you go about gathering them? Here are 10 ideas:

1. Have something worth talking about. Having a mediocre product that simply meets expectations encourages silence. People talk about something that is either 1) really awful or 2) really amazing. The closer you are to the middle, the less chatter you hear.

2. Put a feedback button on your website. Encourage your customers to send you their opinions – regardless of whether they’re “good” or “bad”. In truth, they’re all good.

3. Give to get. The networking organization BNI hypes the benefits of “givers gain”. And it’s true. Give colleagues a well-written testimonial and ask for one in return.

4. Use LinkedIn. Log in to your LinkedIn account and under the “Service Providers” tab at the top left click on “Request a Recommendation”.

5. Paraphrase & e-mail. When a client gives you a verbal testimonial, send a friendly e-mail thanking them for the conversation, paraphrasing what you heard and requesting permission to use their testimonial.

6. Give stories the spotlight. Weight Watchers encourages participants to submit success stories. Stories sell. Bragging bores.

7. Market research sweepstakes. Give respondents a prize for completing a survey about your company. Prizes encourage response rates.

8. Ask for specifics. When writing a survey, break down large, open-ended questions into bite-sized, directive questions which are more likely to receive a response.

9. Give credit. Did a great idea come from customer submitted feedback? Share the credit to entice readers to share their opinions.

10. Strength in numbers. When requesting testimonials, ask for quantitative data. For example, “After hiring Randy, my profit increased by 20%” or “Gina helped reduce my production time from 2 weeks to 3 days.”

How to Get Quality Testimonials by Mike Williams

5 Tips for Getting Freakin’ Awesome Testimonials by Brent Hodgson

Creativity Contest – Win a $25 Visa Gift Card

Posted on February 7, 2008 by Andrea Goulet Ford

This morning, mid-pancake, I had an interesting idea for an advertising headline, but alas no reason to use it. So I figured rather than letting this idea fizzle into the ether I would throw it out there as a contest. Here are the rules (I know, rules are boring, boring – blah, blah, blah. But it’s all in the spirit of fairness and fun.)

1. Create an ad for a product or service using the headline “Think. Thank. Thunk.”

2. Concepts can be either descriptions or images. You can either post your concept as a comment to this post or e-mail it to me at andreagouletblog at gmail dot com.

3. Post your concept by March 1st at 12:00 noon (EST) to be considered for the prize of a $25 Visa Gift Card

4. Provide an e-mail address with your entry so I can contact you for an address to mail the prize if you win.

5. Me and my zany friends will get together and judge all of the entries based on wit and effectiveness. The winner will be notified by March 5th.

I think that’s it. Questions? Just email me. I can’t wait to see what you come up with!

To your success,

Andrea Goulet

Make Your Message Bounce With a Game of Verbal Tennis

Posted on February 6, 2008 by Andrea Goulet Ford

I’m currently reading Geoff Livingston’s New Media Primer Now Is Gone (a great read for anyone seeking practical advice on how to use new media in a marketing strategy). In the introduction, Brian Solis makes a point that really got me thinking.

“Conversations are driving the new social economy…Messages are not conversations. This is where most companies and PR people fall down. People just don’t communicate that way…Markets are not comprised of audiences…This is about speaking with, not “to” or “at” people.”

I couldn’t agree more and it got me thinking – what’s the difference between a message and a conversation?

Obviously, a message is one-way communication and a conversation is not. Rather, a conversation is like verbal tennis where words and ideas bounce back and forth between both parties.

Think of it this way…

A “message” is like playing shotput. You put all your effort into forcing information forward. It’s not about having the ball returned, instead it’s about pushing as hard and far as you can. The problem with verbal shot put is that there’s little room for feedback or interaction with your customers, which increases the risk of a missed message.

Shotput is not about being accurate, it’s about using your energy to blast your message far and long. While this strategy used to work when the landscape was less competitive, the goal of communication in this new paradigm is to make your message bounce.

How to do this?

1. Statements vs. Questions - A simple way to encourage conversation is by asking a question instead of a making a statement.

Example:
Shotput: You’ll save money and time with Product X
Tennis: What would you do with an extra 30 minutes a day? Use Product X, find out, and then tell us about it!

2. Yes/No vs. Open-Ended - The type of question also determines the game you’re playing. Yes/No questions solicit short and boring responses. While traditional sales training encourages the use of questions that “will always result in a yes,” I believe consumers are smart enough to pick up on this sales tactic and quickly pack up their attention and leave when they sense its use. Opting for honest and conversational open-ended questions is a successful strategy.

Example:
Shotput: Are you looking to save money and time? Then buy Product X.
Tennis: What would you do with an extra 30 minutes a day? Use Product X, find out, and then tell us what you did! (Imagine coupling this with a prize to entice customers to submit stories)

3. Go beyond WWWWW&H - Questions aren’t the only way to get the ball bouncing. Using “feeling” verbs is a great way to encourage your customer’s imagination. Try peppering your copy with words like “imagine” or “discover” and allow your reader’s mind to soar.

Example:
Shotput: Product X will make you feel 10 years younger.
Tennis: Remember how you felt when you were 10 years younger? Imagine feeling that way again. Product X can help.

Ready to return the serve? Just write a comment below.

Beware of Self Congratulatory Web Copy – Laura Bergells

Ad Copy That Attempts to Say Everything – Sometimes Says Nothing – Marc Davison

A Fun Game Between the Superbowl Ads (And I’m Not Talking About Football)

Posted on February 1, 2008 by Andrea Goulet Ford

Ok. I admit it. When it comes to sports, I could frankly care less. I didn’t even know who was playing in the “Big Game” until this afternoon (sad, I know).

But I still get super jazzed around this time of year…for the commercials!

Last year, I created a survey (I know, I’m a dork…I get it) to poll the party I attended to find out what people thought of the ads. What started out as a tremendously nerdy exercise on my part ended up being the catalyst for some very interesting debates (Rodney, I’m not going to let you throw Frito’s at people you disagree with this year!)

If you’re like me, you may want to partake in the fun. Here’s the list I came up with last year. Take this list to your party and let me know what you and your friends think by posting a comment below. Additional categories welcome.

Best Use of a Celebrity
Most Controversial
Most Effective
Best New Product/Service/Idea
Funniest
Best Tagline
Biggest Waste of Money
Most Likely to Be Blogged About/Talked About Around the Water Cooler

Or, you can skip the whole “fooseball” thing all together and just attend an “Adbowl” like the one hosted by the Richmond Chapter of the American Marketing Association

Either way, have a safe and fun Superbowl Sunday!

5 Myths of Business Communications

Posted on August 30, 2007 by Andrea Goulet Ford

Take a moment and think about all the words you send to your prospects and clients – all the content of your website, brochures, e-mails, letters, fliers, blogs, etc., etc., etc. Imagine all the vowels and consonants you’ve used to describe what you do piled high into an ever growing heap of words. Mind-boggling, isn’t it? In business, we communicate…a lot.

The ability to clearly describe what you do, how it is different from everyone else and why your prospects should buy from you is an essential part of the success of any business. From the smallest e-mail to the most expensive advertisement every piece of communication is an opportunity to form an impression in your customer’s mind (A.K.A. your “brand”).

But are we really clear when we write our business communications? Do we accurately convey the points we are trying to make so our prospects and clients can “get” our message? Take these 5 common myths of business communications and test your CQ (communication quotient).

Myth #1 – The more information I can cram in, the better.
Have you ever tried to find a needle in a haystack? It takes a lot of patience. Unfortunately, patience is not something readers of your business communications will have. Simply put, if your message is buried in mounds of text no one will take the time to search for it. Effective business communications focus on a singular message and eliminate everything else.

Do you pass the test?
Show your business communication piece to a stranger and give them only 5 seconds to look at it. Can they tell you the main message?

Myth #2 – If I use big words, people will think I’m smarter.
Prodigious colloquy induces an antipodal consequence. Using big words is like a guy with an expensive sports car – it can be perceived that you are trying to compensate for something. Instead, go for short, clear, easy-to-understand words that you would use in everyday conversation. Your tone will be friendlier and your readers will be more receptive to your message.

Do you pass the test?
Give your business communication piece to a 4th grader. Do they understand every word?

Myth #3 – By using buzzwords, jargon and acronyms I’ll prove my industry knowledge.
You might as well write in Ancient Greek because that’s about how many people will actually understand what you’re trying to say. Acronyms are especially deadly, so if they’re necessary – take the time to spell them out. As for buzzwords and jargon – save them for the water cooler.

Do you pass the test?
Have a friend from an opposite industry read your marketing material. Do they understand it?

Myth #4 – I’ll use adjectives like “best”, “excellent” or “outstanding” to set myself apart.
Have you ever been stuck at a party with a person who just won’t shut up about how great they are? Not only is it annoying – it actually turns you off. Instead of bragging about yourself, gather testimonials and allow your customers to boast on your behalf. You’ll find prospects intrigued and eager to learn more.

Do you pass the test?
Ask your best clients to give you a quote about their experience working with you. Did you replace your boastful comments with their testimonials?

Myth #5 – I’ll write in first person so it won’t be boring.
Most of your readers will have one question in their mind when reading your document – “What’s in it for ME?” That means, using the Y-O-U word – not the I (or W-E) word. Yes, there are times that a compelling narrative story can make an impact. But in general, business communications should be about the client – not about you.

Do you pass the test?
Take a piece of business communication and change “I” and “we” to “you” (also, change the tense of the verbs, etc.). Give both versions to a friend and ask them which is more compelling.

Hopefully by now your pile is a little lighter and your message a bit clearer. By taking the time to crystallize a clear and conversational message you engage your audience with your message. This can lead to longer loyalty, more referrals and ultimately increased revenue – and who couldn’t use that?

Write for free? I don’t think so.

Posted on August 9, 2007 by Andrea Goulet Ford

Barry Gluck wrote a magnificent post about companies who try to solicit writing services for free or next to nothing. I highly suggest reading his post in its entirety by clicking here.

Barry makes the point of how,

“In this country, there are almost twice as many neurosurgeons as there are ‘professional’ copywriters. There are eleven times as many certified mechanics. There are seventy times as many people in the IT field.

So tell me…why do you think it is okay to live out the same, delusional, ridiculous fantasy of getting something for nothing (or next to nothing) when seeking someone whose abilities are even less in supply than these folks?

Given that they are less rare, and therefore individually less in demand, would it make sense to ask your mechanic to work on your car for free? Would you look him in the eye, with a straight face, and tell him that his compensation would be the ability to have his work shown to others as you drive down the street?

Would you offer a neurosurgeon the ‘opportunity’ to add your name to his resume as payment for removing that pesky tumor? (Maybe you could offer him a few bucks for materials. What a deal!)

Would you be able to seriously even consider offering your web hosting service the chance to have people see their work, by viewing your website, as their payment for hosting you?

If you answered yes to any of the above, you’re obviously crazy. If you answered no, then kudos for living in the real world.”

Cheers to you, Barry for putting it out there. Copywriting is a talent – and worth compensation.

Die, Jargon, Die!

Posted on August 8, 2007 by Andrea Goulet Ford

When you find yourself in a conversation and someone squinches their eyebrows in confusion – chances are, you’ve uttered some jargon.

For years I’ve been telling clients that jargon is a surefire way to confuse the heck out of your customers. I think recently I’ve been spending too much time among creatives in the marketing world and I forget that people don’t understand the definitions of industry terms. I need to start heeding my own advice, because recently I’ve seen a lot of squinching when I describe what I do.

People outside the marketing/writing world simply don’t understand what “copy” is. Needless to say, when I mention I’m a “copywriter” most people hear “copyrighter” and think my services have more in common with a trademark attorney than a writer.

So, here are some ideas to replace the jargon that has creeped into my vocabulary.

Old New

Copy Words

Copywriter Writer

Branding Corporate Image

Spin/Hook Theme

Have any other copywriters run across this issue? If so, I’d love to learn how you explain what you “do” for a living to those living inside the box.

You Write What You Read

Good Jargon and Bad Jargon

Cranking Out Quick Copy

Posted on August 2, 2007 by Andrea Goulet Ford

I’m lucky. I’ve been inundated with projects over the past week (which explains the slump in my posting schedule).

But yesterday I found myself taking way more time than usual to get my ideas out of my head and into the computer. I was stressing, feeling the pressure of an impending deadline compounded with the need to be absolutely brilliant. At the end of the day, I felt drained – knowing that I wasn’t nearly as productive as I needed to be and seeing deadlines piling up for the next day.

Today I awoke determined to make it a better day. I remembered a post I wrote a few months ago about covering your computer screen when you feel writer’s block. I debated in my mind as to whether or not I actually had the time to brainstorm ideas today. With the deadlines piling up – I was still feeling the time crunch.

So I made the decision to take 5 minutes to color a black piece of paper with the words “Just Think” in big letters. Then I scattered inspiring phrases around the page:

You’re an excellent communicator!
Just type it.
There are no bad ideas.
Edit later.
Just get it down.
You’re brilliant!
Don’t overthink.
It’s already there.
You can do it!
Listen to your muse.
Write like you talk.

The result? I’m caught up. After allowing about 10 minutes of pure brainstorming, a phrase jumped out that inspired me.

I’m not sure why I stopped this practice in the first place, but I’ve learned my lesson – brainstorming time is essential to cranking out quick, quality copy.

Adventures in Amazing Copywriting #5 – Top Copywriting Blogs

Posted on July 20, 2007 by Andrea Goulet Ford

Looking for inspiration?

Check out these fantastic blogs for tips and examples of how you can pump up your writing.

American Copywriter – My favorite section? Classics. See why doctors recommend Lysol as a douche to earn your husband’s love.

Copyblogger – an absolute must read for any blogger

Name Wire – the product naming blog

The Copywriting Maven – Roberta Rosenberg shares her expertise in direct response & SEO

On Copywriting - by Ryan Healy

Marcom Writer Blog - Dianna Huff specializes in B2B communications

Bad Language – Matthew Stibbe is on a “crusade against bullshit, jargon, waffle, cant, hype and meaninglessness.”

Copywriting.com – Practical tips & techniques to help you improve your writing

Adventures in Copywriting – Mike Sieber shares his adventures in the world of the written word.

Writing Thoughts – the thoughts and experiences of freelance writer

The Copywriter Underground – Tom Chandler goes “beyond the words”

Copywrite, Ink – Rich Becker shares his insights to the industry

Add them to your readers today – you’ll be glad you did.

10 Interview Questions to Create Stellar Copy

Posted on July 12, 2007 by Andrea Goulet Ford

I’m about to share a secret with you. It may sound far-fetched, but it’s true. Ready?

The key to great copywriting is not writing – it’s about intimately understanding the motives, beliefs and emotions of your audience. Don’t worry, you read that sentence correctly. The key to great copywriting is not writing.

So then, what is the secret to stellar copy?

The interview. That’s right – 90% of the work happens before you even stroke a key, write a sentence, or open a word processor. If you ask the right questions, you will intimately understand your audience and the writing will be easy. Once you completely comprehend your purpose the words will flow like water down a steep incline.

Here are 10 types of questions to help you write stellar copy:

1. Facts – These are the “who”, “what”, “when”, “where” questions. They give you just the facts and not much more. Most of these can be answered with a bit of research prior to your interview, so if you want to be professional, come prepared to confirm instead of collect answers to factual questions.

2. Reasons - Why, why, why, why, why? What is the reason or motive behind an action, decision, or response? Try channeling the spirit of your 4-year-old niece and inquire “why” almost more often than is comfortable.

3. Problem/Solution - What was/is the problem and how does the product/service solve it? The answers to these questions are key to producing clear benefits in your copy.

4. Descriptors - Adjectives turn words into a picture. They describe a scene so readers can connect via their imagination. One trick to drawing these words out in an interview is to get your interviewee to describe their product or service in the third person. For example: “Imagine your best client is referring you to their best friend. What would they say?”

5. Feelings - Understanding feelings is important for establishing the proper tone for your copy. Should your tone be happy and upbeat or calm and subdued? When in the interview, be sure to ask about how the reader feels both before and after the product/service experience.

6. Actions – Verbs are the most important words in your copy because they inspire readers to take action. One method for drawing out action words is the question, “What does your product/service help people do?”

7. Typical Customer - The more detail you can gather about the customer you are writing for, the more easily you can put yourself in their character. Go deeper than traditional demographic info and get creative with your assessment. Where do they shop? What’s their favorite food? What are they doing on the weekends? What kind of clothes are they wearing? Although your interviewee may be thrown off by these types of questions, the detailed descriptions will help you visualize your audience when you are writing and get in their mind.

8. Personification – Particularly useful if you are selling an intangible, such as a service. Try using questions like, “If your service was a person, how would you… fix them up on a date? recommend them for a job? introduce them to your mother?” Again, you may have to warn your interviewee to simply trust the process.

9. Competition - With so much noise on the market today, a thorough understanding of the competition is key to standing out. Ask the tough questions like “What advantages does your competition have over you?” Knowing what you’re up against can help you focus on which benefits to feature.

10. Analogies/Metaphors - A master copywriter will craftily weave in analogies and metaphors. Doing so solidifies the brand awareness of the product/service to an existing object or experience in the reader’s mind. Try testing analogies and metaphors throughout your interview and see if any resonate with the interviewee. If you get a resounding “YES!!” you know you’re on to something.

ANDREA GOULET FORD

content strategist :: instructional designer :: web writer

Category Archives: ad copy