Common Sense Copywriting for Your Business: MAKING WORDS WORK BOOKS, #1

By Marilyn Messik

You can't be in business and keep it to yourself unless, of course, you're Secret Service, in which case, different rules! The rest of us know you have to tell people what you do, how good you are and why they should pay you. After all, who better to be enthusiastic and excited about your business than you? You know every inch of it can be completely authentic, and naturally, have a vested interest in getting your message out there.

 

But there's never an approach to anything that suits everyone, and thinking and writing about your business is no exception. What works well for others might not tick your boxes, so I've simply herded together loads of options, opinions, examples and suggestions. Some will make sense and nestle in like long-lost loves, others won't, and if something feels wrong for you, it probably is.

 

This isn't a step-by-step How To, more of a Why Not Look At It This Way? It's based on more years of writing for and building businesses than I care to mention, In this book, you'll find no absolute rights, wrongs, or rules, you will such things as:

• Not murdering your message
• Marketing Hits & Myths
• Creating Killer Copy Lines
• Public Speaking or Root Canal Treatment?

I hope some of what I've put together will nudge you to approach things from new angles, encourage you to trust your own instincts, help avoid unpleasantly expensive pitfalls and give you ideas on how to make words work harder for you.

 

"As someone in the copywriting business for years, I really recommend this – both as a good read and as one packed full of ideas for thinking about how you market your business." ~ Sue Purbrick

• Language: English
• Publisher: Create Communication
• Release date: Jun 12, 2023
• ISBN: 9781739320867

Marilyn Messik

Marilyn was a regular feature and fiction writer for national magazines when her children were small. Due to a low boredom threshold, she then turned into a serial business launcher. She’s opened children’s books and toy shops, taught ante-natal classes, set up a specialist travel service for New England, and launched a publishing company, and a copywriting consultancy. She’s blogged for The Telegraph online, created the Vintage Ladies Gift Books; written four Business Books and four Paranormal Thrillers. She’s been married to her patient husband for more years than he deserves. They have two children, five grandchildren and, somewhat to their surprise, several granddogs. * *

Book preview

HANDS ACROSS THE WATER!

I’m lucky enough to have readers on both sides of the Atlantic, but as you will know, many words have chosen to ‘take sides’ and make life difficult for all of us, readers and writers alike.

For example, you may be expecting color and see colour or come across centre when you’re used to seeing center. I know, it’s enough to give you a headache, isn’t it? For that, I can only apologise (apologize!) and send out aspirin when necessary.

As you’ll see, I’ve gone with UK spelling throughout the book simply because that’s what I know best, and I’m keeping my fingers crossed it works for everyone.

FEEDBACK:

Been raving about its since I read it. Gave me the confidence to write in my own style and not be overwhelmed with do this, don't do that. The tips are fantastic. The book’s on my desk and will remain so. Highly recommended to all business owners.

~ L. Mash

"A s an accountant in practice. I am very aware of the important role copywriting plays in promoting small businesses. If you want to find out what you could be doing, grow in confidence that you can achieve it, and be entertained in the process, then read this. A book about writing could be dry but not this one. It’s clever, funny, and full of practical examples. I kept coming across phrases where I thought, ‘I'll remember that.’ As well as being a talented writer the author has a thorough understanding of people and business. Highly recommended."

~ M. Bach

An enjoyable read by a master wordsmith. I wish all 'how to' books were as engaging and helpful.

~ Zandra Johnson

Engaging, succinct and funny - brilliant tips. This book inspired me to change my copy on every social media platform out there! So many brilliant tips, and the author’s engaging style of writing and humour shine through. She practices what she preaches – authenticity. Sometimes you read a book that really changes how you think. This is one of those.

~ Amanda Wells

I’m currently teaching a business writing course at the local university and wanted to see a non-academic approach to the topic, something I could possibly pass on to my students.  And while I’ve been drilling my students to put their audience’s needs first, Messik suggests it’s better also thinking who you are when you write. She guides readers through building a brand, developing a website, and preparing a speech. I never once felt I was being talked at. If you want to sharpen your business writing skills, need a tune-up, or are just starting out I highly recommend this book.  A pleasure to read, and I’m recommending it to my students as well.

~ Elisa Lorello

Thought-provoking, full of great practical business and writing tips. The big message I took from it is, ‘Don't try to fit in with someone else's idea of what you should do or who you are!’ I’m about to redo my website, this has given me the confidence to do it. Great read!

~ Marian Murphy. Flourish With Social Media

Forget doing a course, hours of learning and trying to figure things out. This clear-cut read is packed with practical 'how-to, not just for copywriting but for all aspects of running your own business! Marilyn Messik is so incredibly knowledgeable.

~ S.A. Griffith

"5.0 out of 5 stars First of all, I have to say I love the way this book is written, so easy to read and really feels like the author is talking to you personally: chatty, friendly and upbeat as if she’s known you for years. It made me see how just a few words can completely change what you’re trying to say."

~  Nicola B.

Everything is discussed, from business cards to elevator speeches. choosing the right name for your business as well as a strapline that is powerful and memorable. In 200 pages, there seem like a thousand pages of useful tips. Highly recommended for anyone seeking to start their own business. If you read and implement the author’s suggestions, you should be able to save yourself wasted investments and unnecessary heartache. Five stars.

~ Dee Arr.

Useful, thought-provoking read on copywriting, business writing and writing in general! An immensely useful framework to construct and deliver a coherent business message and numerous tips on general business sense and communications. This is a book I will be recommending and using in future.

~  S. Meredith

Refreshing to read a how-to book that keeps you entertained and highly amused throughout. Guide to a variety of marketing and writing skills for small- to medium-sized businesses. Packed full of tips, suggestions, and downright common sense for those wanting to try their own hand at writing and those wanting to employ professionals to do it for them. It brims over with humour, making it enormous fun and very quick to read. I loved its sheer scope spanning a host of subjects. As someone who’s been in the copywriting business for more years than I like to admit, I really recommend this – both as a good read and as one packed full of ideas for thinking about how you market your business.

~ Sue Purbrick

INTRODUCTION

I’m going to lay my cards flat on the table at this early stage of our acquaintance and confess that, like the Tower of Pisa, I tend to lean a little towards the pessimistic. Don’t get me wrong, if you’re coming on this journey with me - and I sincerely hope you will - you should know, that whilst cynical about a lot of things, I utterly and completely believe in business success and the bigger, the brighter, the better!

I also believe that success in any arena comes from learning to trust your own common sense and gut instinct and never religiously following a path mapped out by someone else who thinks they know better than you.  So, this is not so much a Step by Step or a How To, but rather more of a Why Not Look at This Way? based on more years of writing for and building businesses than I care to remember - scars, tee-shirts, and cynicism to show for it.

There’s never an approach to anything that suits everyone, and writing’s no exception. What works splendidly for someone else might not tick any of your boxes. It's also worth being aware that there are no absolute rights, wrongs, or rules as to how to do it, there are, however, lots of options, opinions, and suggestions. Some will make sense to you and nestle in like long-lost loves, others won’t, and I don’t believe you should ever try to mould yourself to methods of working, because someone else says it’s right. If it feels wrong for you, it probably is. Relying on your own instinct rather than someone else’s is far safer, usually pushes you in the right direction and on the odd occasion it doesn’t – well that’s just life, isn’t it?

Why can’t I get all this done on AI you might ask. You can. But rubbish in, rubbish out!  The message you want people to hear has to be crystal clear in your head. If it’s not, AI isn’t going to sort it for you. You’ll find what comes out will be as confused as what went in.

This book is all about getting your head straight and there's no airy-fairy promising the earth between these covers. I believe in ditching the flim-flam and getting on with business. So, if you’re still with me and not pressing the delete button or chucking this to the other side of the room, let’s move smoothly and swiftly, onwards, and upwards.

NOTE ABOUT NOTES

Because I hope what I have to say will get you thinking, about writing for your business, I’ve suggested that it can’t hurt to make some notes for yourself at the end of each chapter. Keep a notebook handy and simply jot down anything that might have been kick-started by what you’ve just read.

It can be well worth your while to do this because you and I know from experience the brightest ideas and most coherent trains of thought can strike like lightening and vanish just as swiftly if you don’t have a way of recording them right away. And you’ll kick yourself.

NB The paperback version of this book has its own Note Sections at the end of each chapter as does the paperback version of Common-Sense Copywriting for Your Business: WORKBOOK.

The Workbook also includes a series of templates, to take the strain out of creating such things as an About Page that rocks and an effective and memorable Elevator Pitch.

COPYWRITING IS . . .

The creating and writing of text that passes information from one party to other parties - and we’re not talking celebrations or politics.

Text can be long or short. Pages and pages of it or just one or two lines, but it doesn't achieve its aims unless it conveys exactly what it’s meant to convey. The complications of doing that are, oddly enough, precisely illustrated by the term copywriter. No, don’t laugh. It’s OK when written down, but introduced to someone who asks what I do, they often want to know how to go about registering a trademark or applying for a patent. The difference between copywriting and copyrighting, exposes just what a pesky undertaking this whole communication lark can be.

Don’t Trip.

Conveying information, like life in general, isn’t always as straightforward as we’d like. Along the way there can be a variety of unexpected humps, lumps, and bumps over which we can come a cropper. But, forewarned is forearmed, and a common-sense approach and demystifying of the whole process can often prevent you falling flat on your face. The more prepared you are, the more likely to spot a bump in the distance and the easier to smoothly skirt around it.

Your Voice

When you write about yourself and your business, the facts are, of course, the facts and they’re important, but just as important is