Most of the time, people are thinking about what they want to say, rather than the people they’re going to say it to. You can’t possibly have a conversation with your customers (or anyone else, for that matter) over the sound of the projector running, if you catch my drift.

RE: writing style, I think most people put on their Sunday-go-to-meetin’ hat when they sit down to write “serious” copy. I’ve been guilty of it myself in the past.

The two best secrets I’ve ever learned about becoming a great writer are these:

1. Give yourself permission for a vomit-on-the-page first draft (what Liz mentions in her list–first, I think)

2. Read everything you can get your hands on and write more than you ever thought possible.

Of course, #2 is more of a long-term strategy, I’ll grant you. But it is *so* the truth.

Nobody visits a static website anymore. Another thing is, blogs give a more personal approach to people who reads them especially on the same topic you blog about. I like it when people of the same topic meet and win friends.

Do you think there’s a time to stretch the “I/we” issue a bit on a site?

Mason,
Thanks. I couldn’t agree more. I’ve always instructed my clients that they need to know who they are, what they do and who they do it for.

Your answer was damn near perfect (in my opinion).

In my business work on both marketing and web design; and the number one thing we try to tell our clients is that their website should be specifically targeted to their niche. The number two thing is that it should be engaging their customer.

Again, great answer.

– Mason

I like what you’ve said previously, Dawud: when writing an About page if you’re a single person company, use “I” not “we.” There’s nothing wrong with being only one person! It’s kind of deceiving to make it seem otherwise. This will also help with making it seem like a conversation and perhaps it will get the owner in the frame of mind to write “What I can offer you” or “How I can help you.”

And I don’t like frames either.

Joanna,
Sure. Use it at will.

What amazes me is how many marketing ‘gurus’ I know who are sort of stuck in what they’ve been doing as being ‘the way.’ Personally, I’ve always tried to hold the line that change, growth and evolution are good – and expected – things. I can’t imagine not changing as I learn more.

By the way thanks for the priceless quote abuot conversational writing – being human, professional rather than “poor or loosey-goosey”, I’m going to store that away and save it for another day

Joanna

1. Sites using Frames.
2. Sites using Flash intros.
3. Non SEO-Friendly pages.

But probably the biggest mistake I see, is sites that don’t have a clear focus. Sites that don’t communicate what they want me to do.

This is a great question. Look forward to seeing where this conversation leads.

Should your web developer write your copy?

In almost all cases…no! Most web developers aren’t writers – they’re designers and coders. It takes a special breed to understand marketing and copy writing. Your best bet is to have a copy writer help you with your copy – at least editing.

And I do agree with you about static copy being well-written. And, if you’re selling a product or service it’s necessary to go just beyond describing what you do and how well you do it. The best and most successful sales copy I’ve seen meets the reader where they are – from their perspective. Above, Karin said it best – focus your attention on the reader.

And with the conversation, I’m suggesting that you look at your sales copy – your static web copy – as though you’re having a discussion with a prospect in person. Write in the same tone you’d speak in. Make the reader feel like you’re listening to them – even though you’re not physically with them. Anticipate how the conversation would go. That’s what I mean by conversational writing. Not poor, or loosey-goosey writing – just human.

I’ve written about what it means to be an expert. I feel that being an expert is only valid in the eyes of your clients and prospects. As Seth Godin says in The Dip – be the best in the world. Not ‘the’ world, but in your client’s world.

Quint,
Sure, you’re definitely welcome. For me, focusing on good content, conversation and building relationships has brought me plenty of business – and wonderful readers.

I figure, do what you love, openly and honestly, communicate it well, and let the marketing take care of itself.

Lydia,
I’m sorry I didn’t blog…

I wasn’t just referring to blogs – but to static, business sites as well. Many bloggers – especially the good ones – get conversational blogging. But lots don’t – nor do most new bloggers, it seems. But even fewer static site owners understand that it’s about the conversation.

Karin,
Yeah. Exactly. And I think tone is important. You do it well on your static site, imho. I just don’t see a lot of sites that I feel use a relaxed, conversational tone.

As ‘manager’ of both static websites and a few blogs the best rule (and also most simple rule) I’ve been told (and implemented) is to focus your attention to the reader.
Always talk about them, not you.

Meaning (example given): you will benefit from our great services.
Versus: we give great service

Karin H. (Keep It Simple Sweetheart, specially in business)

The more important issue is to make sure your web copy is well written. Here is a tough question. Should your web developer write your copy? Do they have the high level writing skills that are required to do the job? Your local HTML dude might not be up to the task. Crappy writing drives me nuts.

The biggest mistake I see, or maybe it’s just a peeve of mine, is people who apologize for “not blogging in a while.” Bleh.

Sure, blogging can be a business, but as you said, people want to do business with people. My goal is to be a resource and encouragement to people, and have it be profitable for everyone.

Thanks for the insight.