Web Copy Best Practice:
Let Your Freak Flag Fly!!!
 | | Photo courtesy of StockFreeImages.com |
Okay, maybe Virtual Business Owners shouldn't let the whole freak flag out of the bag...maybe just show a corner. Let's call it "showing your own you-niqueness."
No one needs to know that you work best between the hours of 1am and 5am; or that you're sitting in your desk chair in PJs; or that you have to set a calendar reminder to remember to brush your teeth because you're so obsessed with getting your projects done. Even in this Twitter/Facebook age, there is still such a thing as T.M.I. (That's "too much information" - just in case anyone was wondering.) But it IS important that we let our personalities shine through in our marketing and our web interactions.
So here's my confession...my deep dark secret...my freak flag... I LOVE my news feed on Facebook! Because I network with other small business owners, it's an almost-constant source of article ideas, marketing tips, and more! One day, while I was reading through my News Feed, a quote popped up... "Your marketing strategy should not only be an organic extension of your business, but also of yourself." What is one of the top marketing products that you can utilize as a Virtual Business Owner (VBO)? Your website! Your content on your site - as in all of your marketing materials - should reflect your own unique personality.
How much is too much personality on a business website?
You do have to remain professional, but think of it as what you would say at a networking event where more of your personality shines through. Keep a conversational, professional tone - avoid the stiffness and over-the-top formality that many websites try to use.
How can I show off more personality?
Use original photos whenever you can. Do you have a real storefront that you can include pics of? Team members whose pics can go next to their bios? Any charity events that you help sponsor or support and can include pictures of? Anything that you're passionate about? Anyone who spends much time interacting with me online knows that I love to take pics of my daughters (who are the main reason I started my business) and coffee (which I need to keep up with my three daughters!)... And I'm happy to share those two personal items with my clients.
Take advantage of video software and start putting how-to or training videos on your site that show off your expertise, addition to your personality! The more you put yourself out there, the more people start to interact with you as the business owner and the brand. Plus, your personality shows through on videos or audio much more effectively than just written copy.
Use headings and sub-headings with interesting lines to get people's attention. Set them apart in a different color or font - or make them slightly larger.
Know your personality type.
- If you're a very serious person, don't try to inject humor into your website/marketing text. It won't come off correctly at all. Use more images / graphs / visual aids to set your content apart. Photographs are great and can say more than words.
- If you're generally irreverent or sarcastic (which, by the way, is my favorite personality type!), show a little of that humor in your text. When you're working on your bio page or your team's bio pages, give them interesting titles that truly capture what role they play on your team but also sets apart their personalities.
What shouldn't I do with my web copy?
Just a few little don'ts to keep in mind - even if they're in your normal personality make-up...
- Don't ramble. Hey, I love to chat, too. And I often go overboard with run-on sentences and sidetrack conversations with additional points. Even if this is in your normal repertoire, keep your web writing concise and your sentences short.
- Don't use jargon. Yes, on the VWY team, I'm referred to as the Jargon Jedi. I use my light saber to cut down jargon whenever I run across it in my work and when editing others' work. Write at a 5th grade level. I often have one of my older daughters "proof" a piece I'm working on so I can make sure it's not over the top. If they can understand it, it's good. And it will work for the web.
- Don't exaggerate. Only promise on your site and in your copy what you can deliver.
So, why do I need this "personality plus" factor?
Your biggest connections will be the ones who stay with you or in your circles the longest. And they'll interact with the "real you" on a much more personal level. Even with so many interactions happening on the internet, people want to connect to other people - not just corporate websites.
Let the freak flag fly... (just a little!)
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Cool Tool
Ready to get started on your unique personality content? Here's a great resource for the do-it-yourself'er!
Writing for the Web: Creating Compelling Web Content Using Words, Pictures, and Sound
by Lynda Felder by New Riders
List Price: $24.99 Our Price: $12.98
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