 Tips and statistics to make sure your mailing list is working for youIt’s often said that a key skill in copywriting is brevity. So, with that in mind, the simple answer is yes. Yes, you do need to send out regular newsletters. You absolutely do.
And I know. Believe me, I know. Whether your target schedule is daily, weekly or monthly communications, newsletter time always comes around sooner than it’s supposed to and you’d very much be forgiven for thinking something along the lines of, “I swear I just sent out the last one! How bad would it be to skip it just this once…?” If that sounds familiar – and I’m prepared to bet that it does – you might well be wondering what’s the worst that could happen if you let things slide on occasion. After all, as lovely as it would be to think so, it’s not actually that likely that your mailing list is frantically scanning their inbox for their weekly missive, feverishly hitting refresh and wondering why you’ve forsaken them. But that still doesn’t mean it’s a good idea to let communications go patchy. Here’s why.
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 Five key things to avoid when writing product descriptions that convert“If you build it, they will come,” might be true of baseball pitches and long-dead sporting legends, but this far into the twenty-first century it certainly doesn’t apply to websites. And even when you’ve got your potential customers as far as your sales page, you’ve got a tiny window to shift them from “potential” to “actual.” When it comes to online retail, your sales page needs to be working hard if you’re going to make it convert, and a poorly thought out product description can actively harm your bottom line – according to Nielson Norman Group, a massive 20% of lost sales are down to lack of product information.
If you’re doing any of the following, it’s probably costing you money. Here’s why.  A consistent brand voice is an essential component of your messaging.So, it’s no big secret that I believe STORY is at the heart of connecting brands with customers – the clue is in the name, for a start, and also in the fact that my slogan is, literally, “Build your brand with the power of story.” And all the best stories begin with an unforgettable, irresistible voice: one that draws you in, captures your attention, and makes itself at home in your subconscious. Brand voice is everything in copywriting, and yours will be one of the first things any copywriter will want to dig into with you and fully understand when they get started on writing your copy*. But if you’re having trouble finding your voice, there are a tonne of fantastic resources out there to help you get started. I’m going to list my five favourites below.
 Four questions to ask yourself when planning your social media ad campaignSo, you’re running Facebook ads, and maybe your conversion rate is okay: you’re seeing engagement and enough sales to make the campaign cost effective, but you’re not exactly setting the world alight with your revenue bump. And now everyone’s telling you that the advertising marketplace on Facebook is overcrowded – costs are increasing for diminishing returns – and Instagram, a veritable untapped mine of advertising opportunity, is now the place to be. And that’s not not true, as such, but whether or not Instagram ads are going to be a better fit for your business than a Facebook ad campaign is a complicated question. And it comes down to more than just a question of platform population density. Studies like this phenomenal breakdown of costs and CTR on both platforms can give you the figures, but raw data alone is only part of the story. So, if you’re a small business owner or solopreneur and you’re wondering which way to go with your limited advertising budget, you could start by thinking through some of the following questions.
 4 ways in which a great brochure can support your businessNo matter what you might have heard, print is not dead when it comes to modern marketing. You’d be forgiven for thinking so, given the ease – and prevalence – of digital advertising in the twenty-first century, but if you’re wondering whether your business ought to invest some of its marketing budget into producing a sales brochure, the answer is probably yes. Here’s why.
 SEO – or Search Engine Optimization – is huge: both in importance to your online business and in complexity. For a business to find its online market, it’s got to rank highly on a search engine page, but in a crowded marketplace, that’s increasingly difficult. And with the algorithms behind SEO constantly evolving, it can feel like an absolute nightmare for the technically disinclined to keep up with the dos and don’ts of optimization. Fortunately, help is at hand, and it’s plentiful, accessible, and a lot of it is free. So, read on if you’re searching for resources to help you get to grips with the constantly changing world of SEO – there are some absolute blinders out there, and I’m going to list a few of my favourites below.
 As a copywriter, I see it all the time: a beautiful, well-crafted, visually impressive website. Professional photos. Easy to navigate. Trustpilot stars or Amazon reviews — sometimes both. Testimonials from past clients. And, yes, this is all great and really important, but do you know what’s missing? The heart of the organisation’s online presence. The one big thing every website needs in order to build brand rapport with its users.
An About page. Now, I’m not going to claim that your About page is as critical as your homepage in that 0.05 second (yes, that’s 5 milliseconds) window that you have to catch the attention of a casual visitor before they decide to navigate away. Your homepage is your front door: it’s where new arrivals size you up and choose whether or not they want to step over the threshold. But think of the About page, in this analogy, as the family room of your brand’s house. Sure, you could have stark, white walls, no furniture, and no decoration save a professional headshot tacked to the door, but does that encourage your guests to stay? Or does it possibly make them wonder if there’s something you don’t want them to know?  A very happy new year from Fabula Copy! May your business thrive, your customer base grow, and your brand shine in 2022.
The new year is a time for evaluation and goal setting for the months ahead. The past few years have certainly had their challenges, and consumer behaviour and expectations have changed as a result, but the great news is that there are some easy, cost-effective steps you can take this year to make your company stand out from the crowd. Read on for 5 ways you can make your copy work harder for you in 2022.  With 1.62 billion users every single day, your marketing strategy simply can’t afford to ignore Facebook ads. But if you’re like the 62% of small business owners advertising on Facebook whose ads aren’t meeting their targets, you might be wondering what’s gone wrong The truth is that, as potentially lucrative a market as Facebook is, it’s actually very easy to produce an ad that, for one reason or another, doesn’t do the numbers you’d like. Below, we’ll look at some of the most common reasons for a Facebook ad to fall flat — and the good news is that, with a little bit of knowhow, it’s easy to turn that around.
 Keep warm leads warm until they're ready to buyIn an ideal world every visitor to your website would be ready to make a purchase. In reality, you’re probably looking at around a 5% conversion rate from casual clickers — and that’s a best-case scenario.
Email funnels can be great for lead nurturing, but not every business operates on sales leads. In fact, for some businesses, an overtly sales-oriented approach is going to be exactly what not to do if you want to generate a long-term relationship with potential customers: sometimes, your best marketing strategy is simply to stay in touch and make yourself welcome in a future client’s inbox. And how do you do that? Well, the answer is going to look different depending on your demographics and your overall goals, but some form of regular email communication is going to be key. Whether that be a monthly newsletter, information on new product launches, vouchers and special offers, or some combination of all of the above (plus whatever else is going to add value to your subscribers), capturing the contact details of website visitors before they navigate away is a fantastic way to make sure that your brand stays front and centre in their memory until they’re ready to make a purchase. |
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