Many companies make the mistake of simply putting their brochure online when they have a website created. After all, they already have all the information aimed at potential customers in printed form, so why not put it all online? The details are already in existence and have worked perfectly well so far, so why not just use the text on your website? Surely it’s the same thing, isn’t it? The truth is, you can’t simply put your brochures online, because writing for the internet is very different than writing for traditional printed materials, whether they are brochures, catalogues or even direct mail pieces. As I mentioned in the last issue of Words4TheWebwise, you only have seconds to grab and hold someone’s attention on the web, since people typically scan text very quickly. Website pages have to be created with the impatient reader in mind. The writing of website copy is a specialized area, since your site must provide all the relevant information, yet not get bogged down with too many details. Well-written, yet concise, text can also help improve your company’s ranking with search engines, which could make all the difference between success and failure. Featuring all the details from your brochures on your newly created web pages may simply encourage people to dismiss your company and its products in a matter of seconds, if your home page appears to be overloaded with text. Potential clients will always appreciate being able to locate what they are looking for quickly and easily. This they will be able to do if your pages are well written and organized properly, and that translates into good customer service.

We have all had those discussions. Your shirt is blue and she thinks your tie clashes. You argue that it has blue in it – she says that isn’t blue, it’s green. I can’t settle all your relationship issues. For those you are on your own, but I would like to make some suggestions when it comes to talking about colour.

First, a test. I know, very unfair, because I didn’t give you time to study. Can you accurately name these colours?

Fortunately, for the sake of my illustration, your monitor, operating system and lighting conditions will make this particularly difficult. I also happened to choose colours are are in between others on the colour scale.

For some, no. 1 will be grey. Some will see green. Number 2 could be purple or blue. Some will look great on your wall, others will clash with your logo, while the others will either be soothing or sickening.

What makes colour description even more complicated is how we name colours. What colour is grape? At what angle are you looking up when you see sky blue? And is ocean blue Pacific, Atlantic or Indian?

There are a few ways around this issue. One is to ask your designer (hi!) to submit a reference colour chart. Your logo or stationery has probably been designed with a colour palette which your designer has used between various applications to maintain colour consistency. With a copy of this chart, you can both see exactly which grey/blue you might be referring to.

Another way is to download a Pantone chart and refer to colours by their code. Pantone colours are extremely accurate and essential for print colours.

You can also refer to colours by their RGB (red green blue, or on-screen) values, or CMYK (Cyan, magenta, yellow and black, or print) values. For the colours the RGB values would be 1. #E0E6D8, 2. #7523E7, 3. #076297, 4. #E32471 and 5. #E6D24B. Yes, now you know. CMYK colours are expressed as percentages. # 1 would be 12% 4% 15% 0%, or C=12, M=4, M=15, K=0. I’m sure you don’t want me to list off the other codes, so we’ll leave it at that.

When it comes to describing colours, using terms that suggest the combinations you see is also helpful. For example, blue/green is more helpful than ‘mid ocean greenish’.

I hope this helps you communicate with your designer exactly what colour you are seeing on your monitor or in your head.

Looks like we're all out of scope. Better get some more.

Scope creep is not the close talker in the office you avoid at all costs unless you can offer him gum. Scope creep is way more dangerous (and costly) than that.

Imagine you are out for a meal and you ask the waiter how much a meal costs (silly question, but just go with me here). His reply? “Entrees are $15″. Great, you think, I can eat for $15. So you order the salmon with rice pilaff and sauteed asparagus. Delicious. Of course, you have to have a glass of wine with that, follow it with dessert and round it off with an espresso. When you get the bill, you are somewhat surprised to see the final figure is $28, not the $15 you expected.

You ask the waiter why your $15 meal is now $28. “Well,” he replies, “you asked how much a meal costs, and the entrees are $15. But you also ordered the Sauvignon Blanc, cherry cheesecake and coffee.” Did you really think they were all included with the entree?

Of course they weren’t included in the entree. There’s a menu in plain site, whether you read it or not, and common sense really would prevail. What if the waiter asked you if you wanted dessert, would you take that to mean he would be buying? Of course not.

Asking your service provider (whether it’s web design, print design, marketing consulting or any other service) to add services on without the expectation of paying for them is theft. Continually adding ‘one more thing’ to the project is asking them to work for free. Whether that’s an hour or six hours, that’s time that could have been spent on another project that would have been billed.

You don’t ask others to do ‘just one more thing’, so why would you ask your graphic designer to add ‘just’ a logo, flash animation or another form?

Most designers and consultants are very flexible. They would be more than happy to accommodate what you need and come to some kind of arrangement. This doesn’t mean constant freebies, but it may mean that they could spread out payments, subtract another service in exchange for what you are requesting or trade services.

Not only does scope creep rob the service provider, it also taints the project, leads to an inferior product and hurts a potentially long term relationship.

So is the relationship really worth that little extra add-on? Or can it wait until next time?

Choose Your friends: Facebook

Ok, let’s try this Facebook thing again.

The last time I had a Facebook account, it got out of hand. Too many hypotheticals, imaginary games and silliness. Not on my behalf, just in the endless Comments/Updates stream of crap  that you end up with when you befriend everyone with a mouse. So this time around, I’m going to see if I can maintain control and actually use the site for real, practical purposes.

By the way, I use the term ‘Friends’ loosely. I understand that this is not collecting friends. Friends don’t add you to a virtual list, they call you. Friends don’t invite you to build an imaginary farm, they invite you to coffee. Friends don’t throw virtual custard pies, they throw real ones.

So by all means, visit my Facebook page and become a fan.  Find out what NBurman Design is up to, check out the portfolio, leave a message and follow me on Twitter. I’ll even follow back! But if you want to be a real friend, let’s do coffee.

Black, two sugars please.

Who is responsible for the internet?

That’s right folks, the new version of the internet will be released very soon. Version 3.0 will be better, bigger, smaller, faster, easier, more intricate, scalable, portable, renewable and usable.

Actually, it won’t be.

The problem is that there is no version 3.0. There really wasn’t a Web 2.0 either. Yes, there have been advancements in markup languages, online applications and design styles, but this numbering system and promise of a Next Generation internet (yes, I know Gene Roddenberry invented the internet, not Al Gore) is simply reverse theorising, looking back at technological advances and seeing where things will lead in the future.

Cisco decided to set themselves up as the prophets of a new internet, the connectivity that will create greater value for businesses and personal users. Perhaps their 23% increase in profits went to their head and they thought it was a Sign. A sign that Somebody out there wanted Cisco to tell the good news to all, and to forge the way for the common folk.

I’ve never liked Kool Aid. And perhaps this was just one over-eager blog post that was trying to reach further ahead than necessary. But there are easier ways to make sure the internet (if you think anyone at all has any sought of control over it, Google aside) easier to use, more accessible and just happier for everyone.

But like any revolution, the best way to start is with your own small corner of the world. Here are some tips:

1. Stop spam. If you think you have to reach thousands of people at a time, start a newspaper. Then close it down, and start a blog.
2. Be real. If your marketing message, your website and everything else you say is not the utter truth, give it a rest. We’re all way too smart to be duped. Ok, most of us are.
3. Be honest. If you are not an expert in web design, SEO, web usability, interface design and copywriting, leave it alone. Back AWAY from Dreamweaver, and call someone who studies these fields, understands the way websites need to be built and designed, and get on with doing what you’re good at. Your job.
4. Do your job. If you’re a plumber, plumb. If you’re a cook, cook. I don’t want to be waiting for my meal while you finish reading a chapter from ‘HTML for Dummies’. Perhaps you aren’t literally studying in the kitchen, but if you’re going to hone skills, make sure it’s ones people expect of you.

Don’t wait for the new version to be released. Just make sure your web designer knows what they are doing.

By the way – why is it that nobody talks about Print Design 2.0, or Business Cards 3.1 ? Perhaps people ought to be just as critical of print materials as they of the web.

People don’t read web copy

These days, any organization that wants to either do business, or stay in business, has to have an online presence. A website is crucial if you are going to connect with both your existing and potential customers and you need to make sure your web pages tell your clients everything they need to know about your products and services. However, despite that, you can’t include too much information, especially on your home page, the place where people will first encounter you. Readers of web copy typically scan the page very quickly, rather than actually reading every single word. Consequently, it’s vital that you have the right words and enough of them to grab and hold the visitor’s attention. Although you need to include as much information about your company as you can to entice the reader, you also have to make sure the copy easy to read. Killer headlines and text broken up into manageable chunks will make your web pages easy on the eye. There are no hard and fast rules, but as a guideline, headings should be eight words or less, sentences up to a maximum of twenty words, paragraphs no more than seventy words, with a total page count of around two hundred and fifty words. In the online world, less is nearly always more.

Connect with me on my website, blog, Facebook, Twitter, MySpace or visit my channel on YouTube.

Not every male is impressed by sex in advertising.

Yesterday afternoon (Sunday 7 February), your television was taken over by an advertising event of enormous proportions!
Unfortunately, those commercials and other forms of entertainment were regularly interrupted by some sport or other, but that’s not important.

The problem was that there were a few ads by a hosting company, GoDaddy, that were anything but appropriate family viewing. GoDaddy is in fact known for their sexist commercials, both online and on television, and this is the reason for my stand.

GoDaddy insults thinking males everywhere. Not every guy is lured to buy from a vendor because they use women as advertising bait. Think about it. Does it really make sense to think that because you use GoDaddy that you are part of a group of playboys that become more attractive to women? I understand that beer commercials are not implying that by drinking Brand-X that you will be surrounded by single females, but the implication is that the brand belongs to the more attractive type of man.

Yea. Right.

Netfirms do not have any such ridiculous advertising, so they get my domain business. Not GoDaddy. For the same reason, I refuse to play Dean Markley strings.I doubt the company will suffer because of my loyalty to any company except them, and neither will you see D’Addario stock prices shoot through the roof, but it’s my money, and I vote with my wallet.

So when it comes to domain and hosting companies and others who decide to tempt their customers with a thin veil of sexism, vote like a man.

And in good news, the Google Ad was just about perfect. Search for it on YouTube!

An Interview with Simon Rose – Author and Copywriter Part Three

What’s the difference between good and badly written web copy?

Don’t use meaningless phrase like ’state of the art’, ’second to none’ or ‘visit us for all your (insert industry sector here) needs’. A good copywriter will ensure that your site is free of things like this, which appear all too often online. They will include the best online search keywords in order to match your company, market segment, products and services to those customers on the web who match them. The World wide Web is a vast marketplace, crammed with almost unimaginable opportunity, but no one is going to find you by accident. You need to show them the way and the good copywriter will help you to do that, every time. You may also be too close to your product to see what its benefits are. A professional copywriter will help you communicate them effectively and help you build lasting relationships with your customers. People also don’t actually read web copy, but rather scan it very quickly. Consequently, it is vital that you get their attention and hold it. Although you need to include as much information about your company as you can to entice the reader, you also have to make the copy easy to read. Killer headlines and text broken up into manageable chunks will make your web pages easy on the eye. In the online world, less is nearly always more.

Is writing for brochures different to the web?

You can’t simply put your brochures online, because writing for the Internet is very different than in traditional printed materials. On the web, you only have seconds to grab and hold someone’s attention, since people typically only scan pages quickly. However, your site must also provide all the relevant information, yet not get bogged down with too many details. Well-written text can also help improve your ranking with search engines and could make all the difference between success and failure. Potential clients will also appreciate being able to locate what they are looking for quickly and easily, which translates into good customer service.

What else can you tell us about yourself?

I offer a wide range of presentations, workshops, and author-in-residence programs for schools and libraries, which you can learn more about here and I offer study guides for all the books.
I also conduct virtual author visits via video using the Skype network, and you can get some idea of how it works from my videos on YouTube. I also offer workshops for adults, both in person and online, as well as online workshops for children, which are proving very popular. I do a lot of work in summer camps each year, some of which you can learn about here. In addition, I work as a writing instructor with home school children, the Calgary Board of Education’s continuing education program, the University and am also an instructor with the National Writing for Children Centre.

Connect with me on my website, blog, Facebook, Twitter, MySpace or visit my channel on YouTube.

An Interview with Simon Rose – Author and Copywriter Part Two

Can’t most people with a high school education manage to just throw something together for their site?

Absolutely, but your site will probably get little traffic and anyone who does actually encounter you online may assume that your company is as unprofessional as the website appears, no matter how superior your products and services may be. The Internet is a very different to print media and writing for the web is a specialized field. A good web copywriter will compose text that is designed to get you noticed online and ultimately increase your business and profitability.

What common mistakes do you see in website and brochure copy?

Spelling and grammatical errors, too much text in general, overly long paragraphs, a lack of headings breaking down the material into manageable portions for the reader to digest quickly, or meaningless phrases that we see all too often. These would include such gems as ’state of the art’, ‘up to date’, ’second to none’ and many others, all of which mean very little and do nothing to set you apart from the competition or actually tell the customer anything about you. Also, instead of too much text, there are also cases of brochures with so little information about the company that it makes you wonder why they bothered to have any printed material produced in the first place.

Can we find you on Twitter, Facebook, MySpace etc?

Yes, you can find me on Facebook, Twitter, MySpace or visit my channel on YouTube.

And can we see samples of your work online?

Absolutely. You can check out my on my blog or my own website, where there are also some excerpts from previous business writing projects here. I worked as the copywriter for Allen Berg Racing Schools, where I also composed the voiceover script for the accompanying video, seen on the home page and also on YouTube, plus for websites for Weldex Energy Services, Landscape Artisan, and the Calgary Children’s Book Fair and Conference. You can also see articles at Dark Roasted Blend, Ezine Articles and The National Writing for Children Center.

Connect with me on my website, blog, Facebook, Twitter, MySpace or visit my channel on YouTube.

An Interview with Simon Rose – Author and Copywriter Part One

How did you get started writing books?

One of the best things about writing for kids is that I can write about the kinds of things that fascinated me when I was young. Stories can be very imaginative if they are for children, which makes writing them so much fun. And, of course, in science fiction or fantasy, more or less anything you can imagine is possible, as you craft stories involving ancient mysteries, the unexplained, the paranormal, science fiction, time travel, parallel universes, alternate realities, weird and wonderful characters, and a multitude of ‘what if’ scenarios. Once I had children of my own, I came into contact with children’s books again for the first time in many years. Picture books initially, of course, but then early chapter books and novels. When I decided to try my hand at writing novels and stories, I found myself drawn to the types of things I used to read as a child. I read lots of science fiction, as well fantasy writers and ghost stories while growing up. I also read a tremendous number of comic books, in which the stories took me across the universe, into strange dimensions, into the land of the Norse gods or had me swinging from the New York rooftops. At high school, I studied a lot of history and have retained my interest in the subject up to the present day. I also read voraciously on ancient civilizations, mysteries, the supernatural, and the unexplained.

What types of material have you written?

My six published novels are science fiction and fantasy novels for readers aged eight to twelve, which you can learn all about on my website here. For the corporate market, I have worked in newspapers, publishing, advertising, marketing and promotion, both in Canada and the UK. I have been responsible for ad copy, brochures, promotional material, direct mail pieces, newsletters, marketing plans, press releases and of course web copy. I recently worked as the copywriter for websites for Weldex Energy Services, Landscape Artisan, Calgary Children’s Book Fair and Conference and Allen Berg Racing Schools, where I also composed the voiceover script for the accompanying video, seen on their home page and also on YouTube. You can also see writing samples at Dark Roasted Blend, Ezine Articles, The National Writing for Children Center and of course on my blog, where new content is posted on a regular basis. I am of course responsible for all the copy on my own website and there are also some excerpts from previous business writing projects here.

What kinds of things do you consider when writing copy for print and websites?

Your on line copy is a reflection of you and your professionalism, or lack of it. You definitely need to take pride in what you have displayed online. If it looks as if you don’t really care what your website looks like, any potential customer will quickly receive the same impression about your products. The quality of content on your web pages will always have either a positive or negative effect on your visitors, who may first encounter you on the web. The same applies to print ads you may be running, your brochures or even your business cards and company logos, since these may be how some of your customers first discover you as well. You only get one chance to make a first impression, so make sure that your visitors and potential clients get a positive one.

How do write about subjects that are not within your expertise?

You could ask the same question about fiction really. After all, how can you write about time travel or journeys to other planets without experiencing it? I have written a number of historical novels and although I am a history major, I still need to do research to get everything just right. The same principle applies to web copy in that you have to get the facts straight. I always obtain as much information as I can from the client at the outset of the project, determining what exactly they do and more importantly what they are looking to promote to set themselves apart from their competitors. However, no matter how much research I undertake into eye surgery, oil drilling, car engines, animal health, agriculture, insurance, the financial markets, or whatever the company’s business involves, it is still ultimately up to the client to perform the final review of the text before their website goes live. Let’s compare it to you perhaps ordering some business cards. In most cases, the printer will provide you with a proof, but if you give your approval and then later discover that your e mail address or phone number is incorrect, the error lies with you, not with the printer. The client hires a copywriter for their expertise, but the client is the expert in their own profession and has to sign off on the website’s copy at the end of the process, ensuring that all the technical, legal and intricate details are correct.

Connect with Simon on his website, blog, Facebook, Twitter, MySpace or visit his channel on YouTube.