If so, why not take a look at Walkers Chocolate Emporium, situated in Ilfracombe, Devon?
Visit their web site, designed and managed by Zarywacz, and at www.chocolate-emporium.co.uk or, even better, visit their shop, café and chocolate museum for a wonderful chocolate experience.
Let’s be honest: everything written in business aims to increase sales in some way, whether it’s a press release, white paper, job advert or report.
I don’t see a problem with that, as no business can exist without sales. What can be a problem is how honest the writing is.
For example, ‘new’ has long lost its credibility when used to describe soap powders or laundry products. Over-use has destroyed any impact the word once had.
Likewise, ‘enhanced’, ‘improved’, ‘bigger’ and ‘better’ – from bitter experience many consumers know that the only aim of re-packaging or re-launching some products is to get them to buy ‘more’.
Now there’s nothing wrong with wanting people to buy more, unless the consumer feels they are being tricked into buying something.
The best result for any business is for the consumer to buy a product and feel really pleased with their purchase, not conned out of their money.
This is where copywriting can help to develop a sales advantage. It is possible to attract people to buy without using the ‘new, bigger, better’ promises, but it requires thought and hard work.
If honest, effective writing can differentiate a product from its competitors, isn’t that worth the effort – for more sales?
At a business breakfast this morning, I chatted with a client about the effectiveness of marketing.
We agreed that most of the direct mail we received went straight in the recycling bin, most emails were deleted and that we ignored most TV commercials.
It didn’t sound very good for marketing, then. But, although many businesses waste thousands of pounds on ineffective marketing, marketing can achieve results, when both client and marketing supplier work hard.
It’s not about producing glossy mailers or flashy web sites, but about identifying a specific target audience, tailoring the message to their requirements and creating material that captures their attention and persuades them to take action: making contact with you or buying your product.
It’s not always easy, but it is achievable.
So marketing does work when you take it seriously.
Recently, we’ve been working for several clients who have widely differing views of the English language as used in business.
First, there’s the client who prefers heavy punctuation with commas, semicolons and other marks used at every possible opportunity to help the reader fully understand the message in the text.
Then there’s the client who prefers minimal punctuation, which leads the reader to stop frequently because it’s not always easy to understand what is being said.
There are advantages and disadvantages to both approaches. Heavy punctuation can help to ensure the meaning is understood, but can get in the way. Light punctuation keeps the text uncluttered, but can hinder understanding.
The whole point of punctuation is to guide and help the reader. Surely, the best approach is to use sufficient punctuation to enable the reader to read at a good speed and to understand what is being said.
Writing for business usually requires the message to be understood fully, quickly and easily. The best way to achieve this is to put personal preferences aside and use only the punctuation that the readers needs, because if the reader can’t understand the writing, it’s a waste of everyone’s time.
As the editor of a magazine for an organisation, I was interested to hear someone criticise some of the views expressed by contributors to the magazine.
Now, as editor, I do not necessarily agree with or share the views of contributors, but I don’t believe my role is to censor those views which do not coincide with my own.
As long as people do not break the law in any way, do not use incorrect facts or figures, do not use bad language and as long as they express themselves coherently, I believe they can say pretty much what they like, if it is relevant to readers of the magazine.
Editing is a responsibility. I aim to leave as much of the writer’s original text as possible, only cutting text that does not add anything to the article and correcting spelling, grammar and punctuation.
I think it is healthy to be able to disagree with someone’s opinion and that they have every right to express that opinion.
Recently, I received a newly printed brochure from a local company.
It looked very good, but unfortunately a glaring error stared out of the text. The spelling was correct, but it was the wrong word.
Watch out for this when checking text using a spell-checker on your PC. It will not alert you to the fact that the wrong word has been used, because it is not clever enough.
Ultimately, ask someone independent of the production process – ie not the writer, designer or you – to proofread text before publishing or going to print. It’s well worth it.
Here are some similar sounding words, which have different meanings – take care when using them:
• their (belonging to them) and there (at that place)
• bear (to carry) and (bare) plain, unclothed
• compliment (to praise) and complement (to make complete)
• discreet (unobtrusive) and discrete (separate)
• dependant (one whoe depends on another) and dependent (depending on)
• principal (first in rank) and principle (fundamental truth)
• programme (plan of proceedings) and program (computer software)
Use the right word, as the wrong one can change the meaning of your text.
A proofreader can spot errors such as these.
We are just sending to press the 8-page magazine for The Business League, which we have written, edited and laid out.
I’ve worked in corporate communications for some 20 years and am experienced in creating lively, informative magazines for companies, clubs and organisations.
It’s something we enjoy doing and we take away all the hassle of compiling articles, interviewing people, etc.
Please get in touch if you’ve thought of producing your own magazine, but been put off by the thought of all the organisation, planning, writing and production. We will make it easy for you.
Zarywacz – the PR consultancy and written communication experts – have broadened their business horizons with the opening of their North Devon office.
Managing partner Robert Zarywacz’s recent move to Ilfracombe now enables Zarywacz to offer their PR and copywriting expertise to businesses in the North Devon and the South West region of the UK.
“Ilfracombe is a lovely part of the country,” comments Robert, “For creative activities such as writing, it helps to work in a pleasant environment. And in the modern world of telephone, internet and email the geographical location of your business is becoming less important.”
Wokingham-based partner Simon Zarywacz will continue to service new and existing clients in the Thames Valley.
“Everybody needs to market and promote their products and services – no matter where they are based. So now we’re looking forward to developing new business relationships in the South West,” adds Simon.
Now enjoying their tenth year of trading Zarywacz’s other business activities will continue as normal.