Copywriting for start-ups London

Tune in and turn on

I have always been intrigued by the power of words. By changing a word within a sentence a dramatic effect can be achieved in the meaning or feel of the piece. The latter is what I find most interesting and where I find the skill of copywriting comes to play.

A word that might be perfect for a particular context can appear oh so slightly aggressive in another although their inherent meaning is almost the same. Think of the words 'essential' and 'necessary'. Most of us would know when to use both these words to give the desired effect but try to explain this to someone whose first language is not English. As start-ups this important insight into subtlety of meaning and feel that a change of word can give to copy can make all the difference to your writing, particularly when we consider tone of voice.

What is 'tone of voice'? I like to think of it as your audience is out there on a frequency wave (like a radio band) and it's your job to tune in to that frequency. Not by turning a dial but by getting the right words and style that reflects a 'personality' and speaks to them directly. Being too authoritative when a more friendly accessible style is required is an example of wrong tone of voice. You can avoid this by knowing who you are targeting and your 'brand'.

When writing copy for your start up business, one word can make all the difference.

Happy 2012!

It is an exciting year ahead of us, it feels like veils are lifting and individuals are seeing the truth of their potential to create their entrepreneurial reality.

In 2012 realign your business with your values and core beliefs. I recently had to remind myself what was the strength that underpinned Master of Words? I realised it came down to knowing what to say and when to say it, that is my core strength. This is not just about writing ability but always wanting to give the client what they need (and if they don't need it I won't suggest it. Listening and timing play a key role, listening to the client, their vision and values and knowing the precise information they need to communicate at that specific time that will resonate with their target audience.

What advice do I have for the start-up who may have been hovering on the fence? Take hold of this wind of boldness, you have nothing to lose in a climate where anything is possible.

Encapsulate what your business stands for and its vision in your writing. Capture the imagination of your audience but also deliver on the promise. Integrity is everything.

Listen to your instincts and be true to who you are. Go forth start-up business owner and fly!

Taking the leap

You've done the research, written the business plan and sussed out the target audience. You have all your marketing materials and a fully functioning website. What's next?

Taking the leap is when you represent your start up business in the real world. Up until that point your business may be faceless. Now you are going to tell people about your company and also open yourself to rejection.

Do you like creating but don't enjoy selling yourself? If you don't want to do the hard sell never underestimate word of mouth. If you produce quality work or products word will get around. But you do have to get the initial client/customers who will recommend you to someone they know. The following 10 tips will help you take the leap.

1. Hook up with those offering complimentary services/ products as yourself who can make recommendations.

2. Give a free talk about your product or service.

3. Optimise your website which does not need to be expensive.

4. Create a 'How to' article-(people love new interesting facts) on your website

5. Offer a free consultation, sample of your product or limited period discount

6. Become a member of Linked In

7. Start a blog to promote your business

8. Ask for testimonials when you do make a sale.

9. Carry your business cards with you everywhere

10. Rehearse your 'pitch' until it becomes natural.

Happy leaping!

Who are you writing for?

A simple enough question and the most important one you will need to answer before writing copy for your start-up business.

It is amazing how many start-ups have a very vague idea of who they are targeting. Some believe they will be doing themselves a disservice by identifying a clearly defined audience.

Being clear about your target audience will not only keep your customer at the forefront of your mind when writing copy but it will also allow you to be a lot more economical with your marketing.

It is easy for the start-up to fall into this strap. Afraid of limiting sales by excluding potential customers, they cast their net too wide and end up with very little to show for it.

Do your homework. Whether it is through some kind of market research, find out who is likely to buy your goods or service. Many might be interested in what you have to offer but identify those who are willing to pay for what you offer. This has obvious implication for pricing because until you know how much your target audience is willing or able to spend you cannot price effectively.

Style of writing, tone of voice and even content is dictated by the target audience. Get this right and the battle is already won.