Peter is also a partner in www.flyingsolo.com.au, Australia’s online community for solo business owners. Over on Flying Solo you’ll find over 800 more articles from our team of experts. Articles are discussed throughout the week on topics such as starting out, networking, marketing, working smarter and technology.

If you are one of Australia’s million solo business owners or have dreams of going it alone, you’ll find inspiration, advice and a sense of connection through Flying Solo.

Words. They’re everywhere. We hear them, speak them and read them all day long. So why is it so hard to write them down sometimes?

Whether it’s an important email, business letter, article, web page or advertisement, most of us have experienced writer’s block at some point in time.

Although you may be a good writer and have an idea of what you want to say, it can be extremely difficult at times to put pen to paper – or should I say fingers to keyboard.

That’s because language is a powerful thing, particularly when you’re trying to connect with someone or persuade him or her to do something. This is especially true with advertising and marketing communication.

So if you’ve never outsourced your writing to a professional copywriter, here are some reasons why you might:

1.  You’re too busy
You may be able to write copy, but when it’s one of a thousand things on your ‘to do’ list, it can be a dark cloud that hangs over your head. So give your copywriting to someone who does it for a living. Get it off your hands and concentrate on the 999 other things you need to do.

2. You know what you want to say, but you don’t know how to say it
A copywriter writes copy for a living, so they know how to find the right words for the task at hand. That’s their job. Let them worry about how to say it and get back to doing what you do best.

3.  You’re too close to the project
When your heart and soul has gone into a project, it’s hard to remain objective. Outsourcing the writing to a copywriter gives you a fresh and experienced set of eyes looking over the job.

4.  You find copywriting frustrating and time-consuming
Give it to someone who doesn’t! Hand it over and revel in the free time you’ve just acquired.

5.  The concept is brilliant but the words are missing
You may have a sensational design concept, but now you need the words to complete the picture. A professional copywriter can provide the final piece in the puzzle to achieve a winning result.

6.  You’ve written the copy but it needs a thorough edit and proof read
This is the perfect time to use a copywriter. They can put the polish on a piece of marketing or advertising material, as well as pick up any spelling, grammatical or structural inaccuracies.

7.  Your existing communication needs a re-fresh
You may have existing marketing collateral, but it’s becoming a little stale and outdated.
A copywriter can spruce things up and put a fresh spin on your message, without a full re-write.

So next time you’re lost for words, why not enlist the help of someone who plays with words for a living?

It may just save you time, money and heartache, plus you’ll get the words you need to attract more customers, connect with their emotions and persuade them to do business with you.

From product design and processes to marketing and language, small businesses need simplicity to prosper. So why is it so elusive?

“Less is more”, “short and sweet” and “Keep it simple stupid (KISS)” are powerful philosophies. They sound straightforward, but are actually tricky for small businesses to attain.

Things start off simple. Innovative products, start-up business models and fresh ideas are generally born into the world polished up and free of baggage. But then they attract the sticky tentacles of complexity. Simplicity drifts into chaos as ‘stuff’ flies in to fill up the vacuum.

I’ve long had an interest in, but never mastered, the elusive art of simplicity. Here are some of the things I’ve discovered:

Less is usually more

The temptation is always to add. More features. More options. More words. More stuff. And before you know it, the strong and focused concept you started with is diluted and confused.

“The simplest way to achieve simplicity is through thoughtful reduction.” LawsOfSimplicity.com

Simplicity is prioritisation

But less is not always more. You need to identify what is truly essential, and only eliminate that which is dispensable. Ruthlessly prioritise who, and what, deserves your limited time and attention.

“Everything should be made as simple as possible, but not simpler.” Albert Einstein

Simplicity is honesty

Say what you really think, even if it’s not what others might want to hear. Too much time and effort is wasted skirting around issues that can be put to bed in one open conversation.

Simplicity is leadership

Delegate to good people then get out of the way. Make timely decisions and stick to them without over-analysis. Don’t be afraid to say no to non-essential requests.

Simplicity looks easy

Beautiful design can look effortless. Brilliant ideas seem obvious in hindsight. But they are usually the end result of hours of hard work and years of study and experience.

“An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to pay attention to and what to ignore.” Edward de Bono

Simplicity is an epic battle

No wonder true simplicity is so rare, if not unattainable. It is a never-ending battle against a tireless force.

But the alternative is chaos. And put simply, that sucks. Do you have anything to add (or take away)?

Read 11 comments or add your own at Flying Solo

As a business owner, it’s natural to want to tell the world who you are, what you do and why you’re the best. So when it comes to writing marketing or advertising copy, it’s easy to fall into the trap of only talking about “me, me, me”.

I’ll break this to you gently…your potential customers don’t really care about you.
(insert gasp)

Why? Because all they care about is what you can do for them.
(I know. Those selfish so-and-sos.)

Shift your focus
The biggest mistake businesses make when writing their marketing communication is to only focus on themselves.

“We do this. We do that. We’re one of the most reliable, most fantastic, most awarded companies in the history of the world. Our mission is to be the best company ever.”

We. Our. Us. These seemingly harmless words are actually quite poisonous when it comes to persuading your audience. In fact, good copywriters avoid these words like the plague, using words like ‘you’ and ‘your’ instead.

Use benefit-driven copy
The key is to think about how your product or service benefits the customer. What’s in it for them? How does it make their life easier/better/simpler? Does it save them time, money or hassle?

If you can demonstrate how your product or service benefits the customer’s life, they’re more likely to respond positively to your message.

For example, which of the following pieces of copy appeals to you more:

A) Smith & Co. is your number one choice for home insurance. We have been established since 1975 and have received multiple awards over the years. Our customer service is second to none and we go above and beyond for our clients. Quite simply, we are the experts in home insurance.

Or

B) Your home is your most valuable asset; a place where you and your family feel comfortable and safe. So as Australia’s leading home insurer, Smith & Co. understands the importance of protecting your home. That’s why we take the time to listen to your needs in order to tailor the ideal insurance solution for you.

(Hopefully you chose the second piece!)

You can see how switching the focus back to the customer can make a big difference. You’re connecting with their emotions of comfort and security, plus you’ve reassured them that you’ll listen to their needs and tailor an insurance solution just for them.

Put yourself in the customer’s shoes
So next time you’re writing your business communication, stop for a minute and put yourself in the customer’s shoes.

What do they want to hear? Do they want to hear about how great your business is, or would they prefer to know how your product or service benefits them?

Good luck!

If you run a business, chances are that you’ll have to produce a sales letter at some point in time. Whether it’s to launch your business, a new product or to attract more sales, a well-written sales letter can be an extremely effective tool in your marketing mix.

However, it’s easy to get it wrong. There are a thousand ways to ensure your sales letter is scrunched up and thrown in the bin. You name it…boring headline, poor grammar, long sentences with no point, hidden messages, no call to action, lack of perceived benefits for the reader…the list goes on.

So before you start typing away, it’s vital to remember two things:

1. People are increasingly time-poor these days, meaning there’s no time for waffle; and
2. Your product or service MUST make their life better/easier/richer/happier etc.

Once you acknowledge these crucial points, you’ll be in a better position to write some great copy. With this in mind, effective sales letters follow a proven formula:

• An attention-grabbing headline (you’ve got about 3 seconds to get their interest!).
• A powerful introduction that outlines your strongest selling points or your offer.
• Short, punchy and benefit-driven copy that gets straight to the point.
• Sub-headings and bullet points that enable the reader to scan the text quickly.
• A call to action that makes it easy to contact you i.e. a phone number or website.
• A P.S. or even a P.P.S. at the end of the letter to add extra information.

What’s more, the tone of your copy is so important. You should always write your letter as if you’re speaking to a friend. That way, your copy will take on a more personal tone, rather than a cold attempt from a faceless company.

And remember, always talk to the reader and make your product or service about THEM.
Use “you” and “your” instead of “we” and “our” wherever possible.

If you follow these basic principles when crafting your next sales letter, you’ll be well on the way to achieving the results you desire.

That’s because a letter that conveys the benefits of your product or service in a concise, personal and easy to read manner, will capture the reader’s attention and increase your chances of making a sale.

P.S. Make sure you choose a font that’s clear and legible, and leave adequate white space around the text. It’s all about making it as easy as possible for people to read.

P.P.S. See, the P.S. added some good information, didn’t it!

P.P.P.S. Now I’m pushing my luck.   

If you take your business seriously, then it may be time to lighten up. Adding a dash of humour can be a seriously powerful and often underestimated tool.When you’re wading knee-deep through a prolonged business drama or a nightmare project, it’s all too easy to get sucked into a humourless quagmire. Even the daily routine of business can stealthily drain your personality and turn you into a robot.

Some perspective, however, shows us that business, like life, treads a fine line between being dreadfully important and ludicrously futile. After all, most of us are not saving lives in what we do.

And even medical professionals that are saving lives use humour to manage stress and maintain the focus that enables them to perform under pressure. Plus therapeutic humour is used to improve patient outcomes throughout the health industry.

Whether you’re selling insurance or fixing fences, if you can maintain your sense of humour you’ll not only be happier, you’ll perform better.

I’m not talking about practical jokes, telling gags or a wearing a Donald Duck tie. It’s just about being yourself, taking your personality to work and relaxing.

Friendly banter in business can deliver real benefits. It can:

- Instill confidence
- Create rapport
- Put people at ease
- Drive creativity
- Show intelligence
- Reduce stress
- Indicate to the world that you are on top of things.

If your work sucks all the humour out of you all the time, then your work sucks. Laugh at your clients, laugh at your colleagues and most importantly laugh at yourself.

As the barman said when the horse walked into the bar, “Why the long face?”

Are you having a laugh? Let us know your thoughts on using humour in business.

Read 20 comments or add your own at Flying Solo

I recently moved to one of those touchy feely fruity phones. Hardly a significant event, until I discovered many thought I’d been sucked in and paid a premium just to carry around a logo. Had I fallen for the marketer and ignored the engineer?

According to people in the know, there are smart phones that deliver a better performance for much less. And I’m sure there are.

The thing is that I didn’t know about them, didn’t care about them, couldn’t tell the difference between them and wasn’t about to spend hours comparing specs and performance statistics.

I just wanted a pocket-sized gadget thingy that combined email, internet, phone, diary and music. And yes, like magpies, I’m attracted to shiny objects.

So what is my point? It’s that seemingly superficial things like branding, packaging, emotional connection, glossy design and sexy bits are absolutely integral to the quality and success of your product. There are millions of technically brilliant products that never capture a market’s imagination, let alone its wallet.

You may have done all the hard work: studied for years to gain your expertise, spent years building a product, or come up with a world-changing business idea. But if you fail to invest in the all-important polish, you can kiss goodbye to the value of all that other stuff. It’s like building a $400,000 Ferrari, but not bothering to do the $8,000 paint job.

The engineer builds the car, the marketer paints it.

In business, this paint job includes things such as logos, web design, writing, business cards, brochures, uniforms, email signatures, phone scripts, proposal documents, advertising, service consistency, follow up, punctuality, pricing, packaging and of course, personal presentation. All things outside the core offering.

Superficial it may be, but we all make purchase decisions, at least in part, based on such influencing factors and will pay a premium for a brand we know and trust.

Perception is reality. In other words people won’t necessarily choose what the engineer determines is the best product, they’ll choose what they think is the best value product, and they can thank the marketer for that.

Ultimately, the product or solution will have to deliver on the marketing promises to succeed, but until it’s been sold it doesn’t get that chance.

What do you think? Is your inner engineer allowing the marketer to add some shine, or have you got too much shine and not enough under the bonnet?
Read 12 comments or add your own at Flying Solo

I have a problem.
I seem to be including smiley face characters in more and more of my emails these days.
Most times, it’s quite upbeat.
Other times, it’s just a cheeky wink. :-)

All pretty harmless stuff really. Why do I do it? Well, mainly for the following reasons.

1. So the person reading my email knows that I’ve made a joke.
2. Because I’m keen to convey a light-hearted tone.
3. Because I find it an easy way to emotionally connect with the recipient.

The thing is, I’ve become a bit self-conscious about it lately. Here I am happily inserting smiley faces like they’re going out of fashion, but I stopped the other day and thought, “Do some people get annoyed by this practice?” It was a sobering thought and caused me to hesitate the next time I was about to unleash a smile.

So the questions rattling around in my head are these: As a businessperson dealing with other business people in grown-up land, should I be more careful about using the ol’ smiley face in emails? Or does the casual nature of email communication mean we can be a little more relaxed about the way we convey our message or feelings?

Before we go any further, let me clarify something. If I’m dealing with a new client or someone that I don’t know well, I won’t use a smiley face. My instincts tell me that it’s not a professional thing to do so early in a relationship. But if I know the person or they’ve become a regular client, I’m more likely to flash them a smile, particularly if they’ve flashed me first.

I think I’m giving this topic a lot of thought because I’m acutely aware of the fact that the mood or tone of an email can be misread so easily. What someone may consider flippant or humorous, may be entirely offensive or rude to someone else. It’s the danger of emails.

And as a Copywriter working from home, the bulk of my communication is via email, so I need to ensure that my emails hit the right mark in terms of tone and clarity.

I know one thing for sure…when someone uses a smiley face in an email to me, I instantly feel more relaxed and buoyant when dealing with that person. Whether it’s right or wrong, that tiny emotional connection can make a big difference in how the message is received.

So what do you think about smiley faces in business emails; a great way to convey mood, :-)
or a childish habit that has no place in the business world?

What drives someone to buy something? The simple answer is that they either want it or need it. But there’s more to it than that. Every purchasing decision has an underlying motivation that we, as business owners, marketers or copywriters, need to identify.

You see, whether you’re selling clothing, microwaves or insurance, there’s a common set of reasons why people will buy your product or service. Once you identify and understand these reasons, you’re well on the way to unlocking the secrets of effective selling.

For example, if you’re selling home security systems, what are you really selling? That’s right – peace of mind. And peace of mind is an emotion; something that compels people to buy. Therefore, the following line does a good job of conveying the benefits of a home alarm:

“Protect your home and family with 24/7 peace of mind.”

Quite simply, you need to provide a clear and relevant reason for buying. And your copy needs to connect with the right human emotion. In this case, fear and/or security.

So without further ado, here are 7 powerful reasons why people buy:

1. To save money

Pretty simple one, huh! Whether it’s a 2-for-1 deal or a great rate on a home loan, saving money is a high priority for most people. So if you’re offering a cheap home loan, what are you really selling? You’re selling a way to pay the mortgage more quickly…therefore a way to have more money to invest…therefore a way to achieve financial security…therefore a way to enjoy a better standard of living.

2. To make money

Just like most people want to save money, we all like to make money to live comfortably, buy the things we want and to have a secure future. So if your product or service provides a way for people to make money, you need to appeal to their emotions. Investing is a good one. Ask your market if they would like a secure future for their family. Or ask them if they’d like to do the things they’ve always dreamed of – travel, buy a sports car or a holiday home.

3. To save time

If your product or service saves time, this means that your customer will have more time to do the things they’d rather be doing. A dishwasher is a great example. Why spend half an hour doing the dishes when this dishwasher can do it for you. Then you’ll have more time each evening to play with the kids, relax on the couch or go for a walk.

4. Convenience

This is such a strong motivator. Why? Because we are increasingly time poor these days and anything that adds convenience to our lives has great appeal. It makes our life easy. It removes hassle. Therefore, a product or service that provides a hassle-free experience is sensational – like the convenience of using a tax agent to do your tax.

5. Fear/security

Fear is another great motivational tool. Consider the following fears: Will you have enough money when you retire? Is the car you’re driving safe enough for your family? How secure is your job in these tough economic times? If your product or service provides peace of mind for your customers, tap into this emotion and tell them how you’ll solve their problem.

6. Ego gratification

This motivator is an oldie but a goodie. Anything that stokes the ego is terrific. People love praise from others, attracting others or creating a desired lifestyle. So maybe your product or service makes people feel good about themselves. Maybe it improves their image. If so, emphasise these benefits and appeal to their ego.

7. Pleasure

And finally, perhaps your product or service just makes people feel damn good! You might be a massage therapist, own an amusement park or a movie theatre. What you’re selling is fun, a reason to smile or a good time with family and friends.

So there you have it – 7 powerful reasons why people buy. As a business owner, marketer or copywriter, it’s important to identify these motivators and tap into them wherever possible.

If you’re able to provide the link between your product or service and the emotional benefit the person will enjoy, you’ll be well on the way to making a sale, earning more money, buying the things you want, securing your financial future…you get the picture!

Elite sports people often have a routine they go through before a game to help them get ‘in the zone’ to perform at their best. This powerful concept can apply to business professionals too.

Also referred to as being ‘in the flow’, ‘in the groove’, or simply ‘completely absorbed’, the concept has been studied by psychologists for many years.

A state of flow is commonly described by musicians, actors, gamers, spiritual practitioners, programmers, presenters, writers, stock traders and all kinds of business professionals. Young children seem naturally gifted at ‘getting lost’ in a painting, dance or imaginary game.

While getting in the zone can be a complex and hit-and-miss affair, one big part of it is in the preparation. A lot of my job involves writing. And while it’s not something I consciously created, I realised I have a routine that I follow whenever I have a big writing task to focus on.

Here’s my working ritual:

1. Take my mobile and office phones to the other side of the house

2. Clear all the clutter off my desk and put it on the floor out of sight

3. Pour a large glass of water and make a fresh cup of tea

4. Put on a trusty cap

5. Put on a big set of headphones

6. Play the same ancient music mix that includes New Order and Pet Shop Boys (don’t ask!)

Even though none of these things are at all essential to the task at hand, for some reason once I’ve gone through that ritual I feel physically and mentally ready to work productively.

For other business owners it might be cues like starting a fresh notepad, wearing a favourite outfit, cleaning their tools, using a certain brand of equipment or mental visualisation. It’s different for everyone.

Do you have a routine you use to get yourself into the zone, or is all this flow talk just management mumbo jumbo? Let us know your thoughts.
Read 22 comments or add your own at Flying Solo.