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Moonsail Limited
Making Words Work For You |
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Copywriter in Berkshire
If you attend any kind of networking event you will almost certainly need to come up with a good ‘elevator speech’ or short presentation that captures the listener’s attention AND provides them with something memorable that they’ll associate with you and hopefully remember you by: ideally this is where you introduce your USP (Unique Selling Point).
Finding a convincing USP can often be a challenge in itself. For example, a colleague who is a financial advisor, found it almost impossible to come up with something unique – his field is governed by so many rules and regulations, and with everyone working to the same strict code of practice, there’s little room to offer anything truly different to the next IFA. In a case like this, look at the level of service you’re offering to your clients, or focus on your years of experience in the field. In the end, this particular colleague realised that he and his partners had over 50 years experience in the business between them – something that makes a strong USP and a memorable impression. Or if all else fails, try a geographical approach : ‘I’m the only copywriter in Berkshire’ for example.
At the networking breakfast I attend, I focus purely on my web design business and don’t usually mention the fact that I’m also a ‘copywriter in Berkshire’. But when put on the spot to come up with a USP – ie, something that really sets me apart from other web designers – it only took me a few seconds to think of one: as far as I know, I’m the only web designer who provides professionally written content for every site at no extra cost.
Having a great looking website is fine, but it’s actually the words on the page that make the site work for you. The written content is what search engines look for – not fancy graphics or Flash animations (which can actually confuse some search engines). So it’s important that your website includes the right words - to attract the search engines, and to capture the reader’s interest. With a website, it’s especially important to grab the reader’s attention in the first 2 – 3 lines of text, otherwise they may simply click away to one of your competitors.
So this has become my USP offering whenever I talk about my web design work : as a copywriter, I will write high-quality content for the site at no additional cost. Most web designers leave it to the customer to provide the words for their site – which too often means vast tracts of badly-written text, full of unnecessary detail. Readers will switch off, and search engines will struggle to make sense of it. But if the words are right, your website is more likely to do its job.
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