Bijou copy ideas for a big New Year 27 December 2012
This may seem strange coming from a copywriter standing on the brink of the New Year, but I don’t do resolutions.
It’s not that I don’t enjoy a challenge. I just think that those promises we make to ourselves are set up to encourage failure. In my view, change – whether it’s for business or otherwise – is a more fluid thing. In a copywriting strategy, it can often be more effective to make slight, but specific changes to the way we do things, rather than starting from scratch.
That way, it’s possible to make great progress, but with more of a flow. So here, on the cusp of the New Year, I’m looking forward to taking small strategic steps rather than launching on a change for its own sake. In the spirit of that, here are five little ideas you can apply to help create a great year ahead:
1. Try it in miniature
Got a great marketing idea, but keep avoiding putting it into action? Don’t waste your inspiration in your copywriting approach. Test your idea out on a small and select group of contacts. Keep it manageable and focused to test the kind of response you receive. Then you’ll have a better insight into whether to roll out your idea to the rest of your contacts.
2. Adapt the essentials
Not happy with the copy on your website? Don’t get stuck in the ‘back burner trap’ of leaving it for that magical time when you’re less busy. Look at what’s really important, for example your home page and services page, and update them right now. Then set a date to update the other areas. Ideally, you always want to keep your web copy up to date, but this quick trick can help when you’re really pressed for time and worried about out of date messages on your website.
3. Recycle for inspiration
Blogging is very valuable for business. But it can prove demanding. Instead of getting stuck trying to create new ideas all the time, revisit popular posts or the topics that clients often ask you about. Recycle those ideas and you’ll be offering great, relevant blog content and simplifying your blog writing process all at the same time.
4. Spot the gaps
In your copywriting approach, keeping up with existing clients is just as important as connecting with new prospects. So when you contact your existing clients about their account, do check if that content includes special offers and information that they’ll find useful. This is a relatively simple, but very effective way to keep clients up to date with what’s relevant to them, not just with the transaction you’re having.
5. Check the connection
Again, this is where lots of little steps can be more effective than waiting to make one big change. When planning your content, check how it links in with your overall approach. So you’ve got strong content on a special offer that you know your contacts are going to love, but will they be able to link straight to a landing page that tells them more and shows them how to sign up? Or perhaps you’ve had some great comments on your blog posts, but you’re not really ready to respond quickly and informatively to the interest…Look at each content activity you do to make sure it’s well connected to create a better overall flow from initial interest to enquiries to sales.
Hello there, future!
In copywriting, a few little steps can be much better news than one planned big step. We’re all busy people so a few well aimed tweaks can sometimes keep you on the right track rather than planning for one big change. It’s all about adapting what you’re doing now, rather than stopping and starting over and over – and staying in the minds of your customers. Whatever positive little changes you hope to make in the future (copywriting or otherwise) I’d like to wish you a very Happy New Year!
Camilla Zajac, Green Light Copywriting, Nottingham, December 2012
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
