Are you an expert in your field? Do you get asked to write about what you know by your marketing department? How do you go about that task?
I ask because I find so many times that people write what they think they should write, not what they know.
Marketing departments ask me to help shape knowledge into words that make sense to customers. The expert has put together the first cut, and it's complex, convoluted and sprinkled with jargon.
So I get on the phone to the expert to get a better understanding of what they're saying. After all, if I can't understand it, I can't explain it to an audience.
Nearly every time, the expert explains the story to me lucidly, and answers my questions clearly. They could have used those words to write their piece. Writing doesn't have to be that far apart from speaking. Don't be afraid to write as you would talk, just with a little more polish.
Showing posts with label web content writing. Show all posts
Showing posts with label web content writing. Show all posts
Ten tips to avoid irritating your online customers
Want to complete the sale and have your customer return for more?
Here are a few tips:
1. Don't hide the price until the last minute
2. Do make it clear whether VAT or your local sales tax is included
3. Don't add heavy charges at the end for delivery
4. Or add booking and administration charges (especially per ticket)
5. Do offer a free returns policy so people can try before they buy
6. Don't offer next-day delivery, use a carrier who can't guarantee that and then tell your customer that it's out of your hands and they'll have to wait 9 days before they can make a claim for a lost parcel
7. Don't continue to offer next-day delivery on your web site when you know that your depot is knee-deep in snow and nothing is moving
8. Don't accept the sale, then send an email telling the customer they will now have to stay in between 9.30 and 5 the next day to sign for delivery
9. Do describe your products and services clearly and honestly
10. Do offer to respond to customer queries promptly, and then do it
It's amazing how many organisations, large and small, think they can get away with not following these guidelines, and blame the customer for not reading the small print!
Here are a few tips:
1. Don't hide the price until the last minute
2. Do make it clear whether VAT or your local sales tax is included
3. Don't add heavy charges at the end for delivery
4. Or add booking and administration charges (especially per ticket)
5. Do offer a free returns policy so people can try before they buy
6. Don't offer next-day delivery, use a carrier who can't guarantee that and then tell your customer that it's out of your hands and they'll have to wait 9 days before they can make a claim for a lost parcel
7. Don't continue to offer next-day delivery on your web site when you know that your depot is knee-deep in snow and nothing is moving
8. Don't accept the sale, then send an email telling the customer they will now have to stay in between 9.30 and 5 the next day to sign for delivery
9. Do describe your products and services clearly and honestly
10. Do offer to respond to customer queries promptly, and then do it
It's amazing how many organisations, large and small, think they can get away with not following these guidelines, and blame the customer for not reading the small print!
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