WORDS with MEANING
A newsletter for small business owners and entrepreneurs who want to build their companies one word at a time
Fall 2008
Diane DiPiero has written extensively about and for small businesses and entrepreneurs. Diane's copywriting services target every aspect of content—both in print and online—that small business owners and entrepreneurs need to tell their story and grow their business.
Diane DiPiero, Copywriter
216.551.1764
copywriter@dianedipiero.com
www.dianedipiero.com/blog
www.asiwaswriting.blogspot.com
QUESTION: What makes your website so good? Killer graphics? Awesome content? User-friendly design? Tell us what makes it great (include the web address), & be featured in the next newsletter!
LET YOUR CONTENT SING!
To capture the attention of visitors to a website or readers of a brochure or newsletter, the content must “sing.” That doesn’t mean you need to employ trite slogans. The words should be conversational and catchy without being corny, and there should be a clear message.
When your content sings, readers end up humming your company’s tune, which can lead to greater awareness and increased business. Here are some ways to create content that sings. For more, visit www.dianedipiero.com/blog.
A.) Grab interest with sharp headlines (Just like memorable song titles. Think “Strangers in the Night,” “Somewhere Over the Rainbow” or maybe “Dude Looks Like a Lady.”)
B.) Highlight great quotes from customers; give credit when possible. (Powerful words make for a powerful song.)
C.) Avoid telling your company’s whole story, especially on the home page. Tell an engaging but short story. (If they like this song, they’ll want to hear your whole repertoire.)
D.) Keep paragraphs on the short side, about 3-5 sentences. (Make it a tune they can stick with.)
E.) Avoid technical jargon as much as possible. (Wordy songs never catch on.)
F.) Be creative when appropriate; for example, when telling your company’s history or sharing employee bios. (Don’t be afraid to belt it out in an unusual way.)
SNAIL MAIL: IT’S STILL GOOD FOR BUSINESS
If you’ve never Tweeted; you’re not LinkedIn, and you believe that Face Book is for teenagers, you’re probably someone who still believes in the power of the postal system. Many a small business continues to get its message to prospective customers, vendors or partners through “snail mail.”
When targeting through direct mail, you’ll want to create the best possible effect to impress your audience. Here are some tips from Entrepreneur.com:
• Hire a professional copywriter and graphic designer
• Have an objective 3rd party read your piece
• Personalize as much as you can
• Break up copy with bullet points and graphics/white space
• Use a "P.S." because those are frequently read
• Use easy-to-read typestyles
• Put a call to action at the beginning, middle and end of your copy
WHAT CAN I DO FOR YOU?
Diane DiPiero’s copywriting services are customized for small business owners and entrepreneurs.
• Newsletters (print or online)
1.) Editorial Content: Researching, interviewing and writing all newsletter articles; proofreading all copy
2.) Full Newsletter Package: Writing and layout, maintaining database and sending out newsletters
• SEO Writing
Strategic Writing: For strong SEO Results
• Web Content
1.) Writing and Researching: For new or updated websites
2.) Ongoing Content Updates
3.) Complete Web Content Package: All of the above
• Blogging
Regular Contributor: To your company's blog.
• Press Releases
1.) Writing Press Releases: Based on company news
2.) Complete Press Release Package: Includes writing and distributing press release + follow-up with media
• Speeches
1.) Speech Writing
2.) Consultant Services: Advice on content, grammar, etc.
• Article Writing
1.) Bios & Company Stories: For industry publications
2.) Ghost Writing: For small business execs + entrepreneurs
• B to B and B to C Communications
A variety of print and online options
• Case Studies
Interviewing, researching + writing of case studies
Note: Fees vary based on project scope. To receive a rate sheet with general price ranges for each package, call 216/551-1764 or email copywriter@dianedipiero.com.
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