10 Things You Should Expect From Your IT Copywriter

Written by Glenn Murray

Continued from page 1

5) Marketing Experience

Actual marketing experience is a big plus. It brings with it a broader understanding of strategic marketing andrepparttar realities of working with a range of challenging people and evolving products and services. Look for an IT copywriter with corporate experience as a marketing manager or marketing coordinator, or someone who runs a copywriting business with a heavy marketing focus.

6) Testimonials

Anyone can call themselves an IT copywriter; few have repparttar 105148 client testimonials to prove it. Testimonials are a great way to validate your IT copywriter’s claims. Ask to see some and read them carefully. Don’t just look atrepparttar 105149 company name and logo. You need to determine ifrepparttar 105150 clients’ words back uprepparttar 105151 copywriter’s claims. And make surerepparttar 105152 testimonial relates torepparttar 105153 type of work you’re commissioning (or something with similar requirements).

7) IT Samples

The proof is inrepparttar 105154 pudding. ALWAYS ask potential IT copywriters to send you samples of their work. And – as with testimonials – don’t be fooled by flashy packaging, big names, and recognisable logos. Readrepparttar 105155 words. Are they relevant to your project? Do they convey a clear understanding ofrepparttar 105156 subject matter? Do they convey benefits or just features? Are they written in a style that you find easy to read, yet compelling? And after you’ve readrepparttar 105157 words, double-check exactly how much inputrepparttar 105158 copywriter had in their writing. Not all copy is written from scratch. Some copywriters work in teams, and others do more editing than writing. Make sure you get a clear understanding of your IT copywriter’s abilities and experience before commissioning them.

8) Understand Benefits

Your customers aren’t interested in what you do; they’re interested in what you can do FOR THEM. In other words, they’re interested in what benefits your product or service will deliver. How will it make their day easier, more enjoyable, less stressful, safer, or more profitable? Identifying benefits is one ofrepparttar 105159 hardest tasks in any advertising project. In fact, many people rely on their copywriter to help them uncover repparttar 105160 most compelling benefits. Does your IT copywriter truly understandrepparttar 105161 benefits you’re promoting?

9) Contributes value

A good IT copywriter should have solid professional experience. They should bring value to your marketing push which goes far beyondrepparttar 105162 written word. Strategy, tactics, imagery, contacts, anecdotes, corporate identity… Your IT copywriter must bring more torepparttar 105163 table than grammar and punctuation. Expect them to make suggestions, not simply take notes and say “Yes”.

10) Plus allrepparttar 105164 normal copywriter requirements…

Of course, your IT copywriter must be able to satisfy allrepparttar 105165 normal copywriter requirements. Ask for a contract of works to be completed, a time estimate, a plan of attack, a CV, and SEO copy skills (if search engine presence is important to you). For more information about what to expect from a normal copywriter, see http://www.divinewrite.com/websitecopywriter.htm.


Traditionally, copywriters have been seen as a small cog inrepparttar 105166 big advertising machine. As a result, most copywriters have risen throughrepparttar 105167 ranks of generic advertising agencies. These days, however, more and more people are sidesteppingrepparttar 105168 agency and going direct torepparttar 105169 copywriter. This approach gives them consistency across all of their written collateral, more compelling and engaging copy, and more responsive service. Within repparttar 105170 industry, this change means that copywriters aren’t confined to ad agencies, and are able to specialise. The end result to you? While finding a good IT copywriter with an IT background is still a big challenge, it’s certainly becoming easier. You simply need to takerepparttar 105171 time to askrepparttar 105172 right questions.

Good luck.

* Glenn Murray is an advertising copywriter and heads copywriting studio Divine Write. He can be contacted on Sydney +612 4334 6222 or at glenn@divinewrite.com. Visit http://www.divinewrite.com for further details or more FREE articles.

Why search engine optimisation is doomed … and quality content is the best strategy for your website

Written by Chris Mole

Continued from page 1

Evoy’s company, Sitesell.com, has an excellent, free link exchange service, which I have found very satisfactory for gaining links to my own sites.

Once you have a few quality links to your site, that’s enough, according to Evoy. From then on, concentrate on adding more and more content to your site.

There is an important place for keywords on these new content pages. It helps to focus each page on one or two keywords (actually, it’s better to use key phrases, because these are what Web searchers typically use) sprinkle these keywords and phrases throughout your page.

You can findrepparttar best keywords by using a service called Wordtracker. This is particularly useful because it saves you from simply guessing which words and phrases people are searching on, and gives yourepparttar 105145 actual search terms being used – and how much competition there is for these terms.

I won’t go too much into keyword analysis here. Suffice it to say, if you follow Evoy’s advice, you’ll focus mainly on writing content-filled pages that are of genuine value to your prospective customers or clients.

Asrepparttar 105146 search engines seerepparttar 105147 content on your site continually changing, they’ll return more often. They’ll spider new content on your pages faster and faster. This is good news and helps your search engine rankings.

The only downside of Evoy’s approach is that it does take time and commitment to keep adding content to your website. It may seem easier to pay an SEO expert.

But consider this. Even if you do achieve a good ranking inrepparttar 105148 search engines through SEO, if a visitor arrives and finds mediocre content, what’srepparttar 105149 use. They’ll simply click away. For most small businesses, with limited financial resources,repparttar 105150 key to getting your website noticed inrepparttar 105151 search engines is a slow, steady approach of adding more and more pages with great, relevant content for your marketplace.

Then you can forget about SEO and every other trick.

Focus on building content and everything else will take care of itself.

Chris Mole is a freelance website copywriter based near Christchurch, New Zealand. He has more than 20 years experience writing for print, radio and Web media and now specialises in writing truly persuasive sales copy for small businesses.

Website: www.web-words.co.nz Email: chris@web-words.co.nz

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