LESS USUALLY IS MORE
They say that when scanning a newspaper article, readers typically will read the first and last paragraphs to get the main idea of the story. If their interest is heightened through those two paragraphs, they may go on to read what’s in between.
The pattern is not much different for those perusing a company website. Unless they are scanning for specific, detailed information, they may visit a site, read one or two chunks of copy to find out what it’s all about, and move on to the next site.
This gives you, what, 30 seconds to maybe two minutes of time to capture their interest? So brevity, especially on a home page, is crucial. Offering crisp, concise copy that captures the essence of what you do or make is the key to luring new customers, investors and employees.
That’s not to say that you have to leave out important information. Think instead of teasing readers with highlights of your business and then, once you’ve got them hooked, sending them on to pages within the site for more details.
More next time…
SAVE THE DATE:
Cleveland Wine Festival
June 27 and 28
Voinovich Park
www.clevelandwinefestival.com
For $20 (in advance; $30 at the door), you get 10 tastings, a keepsake glass and the chance to buy wines at a discounted price. The festival features 220 wines from around the world and food by local restaurants and caterers
What Your Website Says About You
Have you ever visited a website for information and found yourself scratching your head? “What is this service, exactly?” you may have wondered. “What are they trying to tell me?”
It may have taken you a good chunk of time to navigate the site and find what you were seeking. Maybe you gave up before you even got close.
What’s the problem?
The site might look great, but the words are not conveying what the company is trying to say.
It may simply be a matter of cleaning up, or reorganizing, the site so that it makes sense. Or it could be a little more complex. Sometimes a site doesn’t have the right words needed to get across a point. There might be too little information to explain a business’ product or service. On the other hand, too many words and you bury the main ideas.
How to fix the problem? Stay tuned…..
Why Does a Small Business Owner or Entrepreneur Need Writing Services?
Your company is all about what you do and how you do it better than anyone else. If people see your product or service and experience its greatness, then what more do you need?
The truth is, before anyone can SEE what you make or offer, they have to find out about it, and how do they do that? Through words, of course. Whether it’s your website, a press release or an advertisement, words tell the story of your company. What do you offer? Why is it good? What’s new with your business? Why should people stop what they’re doing and give you a call this very second? Well-written prose gets your story across in a succinct and engaging way.
And if you and your team don’t have time to create witty text, you should find someone who has both the time and the experience necessary to do a great job.
Please check my website frequently, as there will be many additions to it regarding Diane DiPiero, Copywriter!
A Writer’s Role
It took me a long time to fully realize the value of a writer. Maybe it’s because I’ve been writing for so long that I took it for granted. I used to create news and weather reports when I was a kid and “broadcast” them from my back porch. I wrote for my high school year book and college newspaper before I began writing for a living.
Other people seemed to appreciate my profession long before I did. “How do you do it?” someone would ask. “I look at a blank piece of paper and I start to sweat.” My reply was the same for many years. “Well, I can’t do anything else, so I just write.”
What a ridiculous reply! Certainly I could have come up with a better response. How about, “Yes, I’m very proud of the talent I’ve been given,” or “God blessed me with a special gift,” or a simple, appreciative, “Thank you”?
The problem with me, and with many other writers I believe, is that my view of writing was kind of like the old adage about teachers, with a little twist: “Those who can, do. Those who can’t, write about those who can.”
Thankfully, with age comes wisdom, and as I’ve matured as a person and a writer, editor and proofreader, I see what I do for a living as an integral thread in the fabric of everyday life. Words convey feelings and facts, illustrate examples and arguments and tell a story that can be read and shared again and again.
In the business world, the written word sets the tone for a company before a prospective client or employee sets foot in the office and meets the team. An engaging, crisply written web site tells viewers that this is a modern, forward-thinking, top-notch company. A brochure that immediately draws in the reader with dazzling details is sure to leave a lasting impression. A speech that tells a company success story through vivid examples provides a positive image that will no doubt result in new business opportunities.
Like a tantalizing description of a dish that entices the diner to order, a beautifully written story about a company encourages people to actively learn more.
What I’ve always liked about writing is that it provides a service. It gives me great pleasure to have a client like what I’ve written and, better yet, receive new business in part because of the written word.
So while a writer doesn’t perform life-saving operations, defend significant legal cases or make a product that will be distributed around the world, a writer does provide a valuable resource that, when done well, is appreciated by many, many people. Including me.
NEXT TIME…
Why does a small business or entrepreneur need writing services?
Here’s Laura, the smallest person in my “other business.” The little man in my life will be making an appearance soon.
QUESTION OF THE DAY:
What is the most unsung aspect of Cleveland?
I’ll start. It’s the lake and everything around it! I took my children to the Great Lakes Science Center the other day, and as I stood out on the deck with a grand view of sailboats, the William G. Mather and the Rock Hall, I was reminded that this is one of the greatest cities in the country. Wouldn’t it be great if people elsewhere realized that as well?
UPCOMING IN CLEVELAND:
Cleveland Wine Festival
June 27 and 28
Voinovich Park
www.clevelandwinefestival.com
For $20 (in advance; $30 at the door), you get 10 tastings, a keepsake glass and the chance to buy wines at a discounted price. The festival features 220 wines from around the world and food by local restaurants and caterers.
IN SEARCH OF…
Small business and entrepreneur experts to share their insights on this blog. Writing/editing experts, too! I want to make this a valuable resource with sound tips and trends. Contact me at copywriter@dianedipiero.com if you’re interested in offering your two cents (or more).
Welcome!
Welcome to my blog, which will hopefully be a handy accompaniment to my website. Check back often for interesting tidbits about writing and current thoughts and insights about what’s going on in Greater Cleveland. While my website is under construction, this blog will serve as a resource about my new business, Diane DiPiero, Copywriter.
P.S. That’s not me below, but Mia, one of the little people involved in my “other business.”
