copy for websites v3 march 2010
DESCRIPTION
TRANSCRIPT
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WORDS THAT SELL
Specialist copy for mail orderwebsites and catalogues
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Clients – multi channel retailers
Aspace Cotton Traders Donald Russell House of Bath Kew Gardens Laverstoke Park Lyco Muddy Puddles
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Copy is salesmanship in words
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To create a Google-friendly site…
“…provide high-quality content on your pages. This is the single most important thing to do.”
Source: www.google.com March 2008
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Quality Standards for Copy
1. Technical
2. Functional
3. Commercial
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Quality Standards - Technical
Technically competent
All facts included
Specification met
Search engine keywords
Products differentiated
House style
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Quality Standards - Functional
OTIF – On Time & In Full Every product Agreed Word Count Specified Format Date deadline met On budget
99.8% error free (Grammar, Spelling, Punctuation)
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Quality Standards – Commercial
AIDA – The classic formula for a beginning, middle and end
Attention – Statement of superiority or key
benefit
Interest/ Desire– Features stated as benefits
Action- Here’s how to get it...
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Commercial – Tone of Voice
BRAND VALUES
- The copy should embody the ‘personality’ of the brand
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Commercial – tone of voice (contd)
TARGET AUDIENCE
- The copy should use a style and vocabulary to appeal the intended reader
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Words That Sell – a Single Source Solution
High quality copy Team of writers Trained &
experienced Mail order
specialists Cost effective
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Copy ‘patches’
Fixed Price ‘Patches’ per product per category
overview per page or other as agreed
Agreed specification
Costs easy to budget & easy to control
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Consumer copy – luxury goods
Over forty separate pieces go to make each one of these classic hand-made loafers, in single or two-tone colourways. They’re meticulously constructed by Italian craftsmen using time-honoured techniques and softest calf leathers personally selected by Baronessa Franchetta. In every way these shoes are a very smart choice.
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Consumer copy - fashion
Sophia Tie-Back Dress
This summery button-through dress with embroidered applique is comfortable enough for everyday, yet chic enough for special occasions. It has a very shapely cut, and is made up in a wonderful non-crease fabric with a good weight, so it hangs superbly.
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Consumer copy – food and drink
Expertly butchered, tender, tasty and easy to carve
The delicate, sweet flavour of Donald Russell lamb makes a welcome change at any time of the year. Our butchers prepare this roast in a "French Trim” the highest standard of cut. It comes ‘kitchen ready’ with very little fat so you get a lot more meat for your money
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B2B copy – electrical goodsAtom Pendant Light Unusual, contemporary light fitting Designer lighting for less 21 glass shade bubbles Bright halogen lighting Polished chrome centre Add amazing chemistry to your room with this Atom
Pendant Light This striking design features a polished chrome nucleus
surrounded by twenty-one perfect glass bubbles, each housing a bright halogen capsule bulb for a dazzling and lively lighting effect.
Polished Chrome FinishPolished chrome is durable with a highly reflective surface,
and is extremely popular in contemporary lighting. This halogen ceiling pendant makes a statement in any contemporary bar, ultra-modern lounge or nightclub.
Halogen LightingThe Atom Pendant Light comes complete with twenty-one
10 Watt G4 Low Voltage Halogen Capsule Bulbs, one for each bubble. Sharp, bright-white halogen lighting is popular in contemporary light fittings, and has the added advantage of being fully dimmable.
Lyco for InnovationAn eye-catching design like this is usually reserved for
interior designers, but with our team of Buyers you can now have the latest lighting products like this at great value prices.
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www.wordsthatsell.co.ukspecialist mail order copy