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Write Better Copy: the money-maker in business

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Typing on a laptop
Every single word you write should have a clear purpose for your business

Here’s how a lot of people feel when they know they have to sit down and write copy:

Snow White running from danger

Snow White is terrified of writing copy

But, when done well…this is what copy can do for you…

Snow White clapping

Snow White used good copy and became rich

Think different.

Open happiness.

Because you’re worth it.

Melts in your mouth, not in your hand.

Just do it.

Just words? I don’t think so.

These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.

The biggest money-maker in business is better copy

Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.

…and then ask yourself if you’ve ever thought any of these thoughts:

My copy sounds like a term paper 

I have blank page syndrome

I’m struggling to find my authentic voice without sounding too corporate

Writing my own copy takes up SO MUCH TIME

It’s so articulate in my head but seems impossible to put into words

I don’t know what the power words are

I have no idea if the copy I write is remotely along the right lines

Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.

What is this key ingredient?

It’s the conversion process.

It’s the journey that moves people to say YES. Using data.

What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.

3 Steps to Writing Better Copy

Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.

They are doing research. They are mining for data. They. Are. SCIENCING.

That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.

When they have the data they need about an ideal client, they can make magic.

Here’s what you need to do if you want to make like a conversion copywriter and write better copy.

1. Research & Discovery

Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:

You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams.  You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.

2. Writing

Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.

As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).

3. Optimising

Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?

Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.

From Fear to FABULOUS

Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.

The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.

It’s not just random writing, hoping something will land. It’s a strategy that makes money.

Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.

But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.

It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.

Snow White high fives her mates

Snow White high fives her fans because she used conversion copy

Ashleigh is a Copyhackers-trained conversion copywriter who helps ambitious business owners attract their ideal clients and generate wealth with words. She's also a speaker, a feminist, and dog mom. She lives in London and works with incredible businesses all over the world.

Business

BT lands £70m IT services deal with South West Police

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Police woman standing next to a police car
Ten-year contract with Devon & Cornwall Police and Dorset Police will see BT manage IT services for the two forces.

BT today announced it has secured a ten-year, £70m IT services deal with Devon & Cornwall Police and Dorset Police. Together, the two police forces handle more than a million emergency and non-emergency calls and respond to more than 118,000 incidents of recorded crime each year. The new long-term agreement will strengthen the forces’ technology estates by creating a future-fit infrastructure to support more joined-up policing, with the potential to extend the contract to neighbouring forces in the South West region.

The managed service contract will underpin a range of the police’s information, technology, and communication demands, including field mobile, airwave vehicle and handheld connectivity for emergency services – alongside security and customer service desk applications.

It will see BT work with both police forces to support public contact and staff collaboration platforms, delivering efficiencies for 101 and 999 services, whilst improving intelligence gathering and data sharing for staff. Frontline officers will benefit from improved connectivity for devices such as mobile phones, body-worn cameras and vehicle radio systems, delivering benefits for local policing by giving officers access to critical real-time information.

BT will also assist the forces in staying compliant with security frameworks, supporting measures to strengthen their security protocols against external threats. Together, these services will support Devon & Cornwall Police and Dorset Police with their digital policing strategy and strengthen crime prevention efforts, whilst also delivering expected financial efficiencies.

More than 5,100 police officers and 3,500 police staff work within the two forces, and they employ more than 550 Police Community Support Officers (PCSOs) and special constables. As part of the contract, BT has agreed to progress social value initiatives for both forces, implementing measures to improving transparency on the environmental impact of police activities in the South West.

“Efficient and resilient technology infrastructure is crucial to support the police in tackling both current and emerging threats – so we’re proud to have the back of South West police forces by delivering exactly that. This new managed service from BT will help future-proof connectivity in all areas of policing, from those on the frontline to behind-the-scenes support staff, helping them to protect the public and keep pace with the changing nature of crime,” says Ashish Gupta, Managing Director, Corporate and Public Sector at BT.

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12 steps to create inclusive presentations for any audience

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presentation
Encourage questions from the whole crowd. This fosters engagement from players who are not as confident or remote.

A varied work environment requires presentations that everyone can enjoy and learn from. And In today’s diverse and interconnected world, providing inclusive presentations is more important than ever, as they can ensure that all audience members, regardless of their backgrounds, abilities, or learning styles, can engage with and understand the content.

Besides aligning several levels of expertise and increase audience engagement, as everyone feels respected and able to participate fully, inclusive presentations also enhance productivity, as audience engagement, as everyone feels respected and able to participate fully in any setting.

Here experts at a presentation design agency share essential tips on how to build engaging presentations for all audiences, regardless of background, abilities, or learning styles. These inclusive habits can help you improve your communication skills and create a respectful, inclusive atmosphere.

Understand your audience

To provide an inclusive presentation, first understand your audience. This requires investigating your target audience’s age, culture, career, and any limitations. Understanding these elements enables you to personalize your presentation to meet their individual needs and experiences.

Customizing Content to Meet Different Needs

Tailor your content to your target audience’s demographics. Use inclusive language and avoid technical jargon unless everyone knows it. Consider your target audience’s cultural and educational backgrounds to avoid alienating them via content or delivery.

Knowing your audience enables you to provide a more informed and engaging presentation. This first step establishes the presence of your presenting style.

Making content accessible

Making your information accessible goes beyond words. Speak plainly and simply to individuals with diverse backgrounds and skill levels. Summarize complicated concepts and provide handouts or visual aids to supplement the spoken information. Make your papers screen reader accessible and provide various formats for visually challenged audience members.

Planning your content around these features can make your presentation more inclusive and maximize the event’s advantages for everyone.

Making Slides Accessible

The visual style of presentation slides determines their accessibility and efficacy. Learn how to make presentations that everyone can comprehend.

Visually Accessible Slide Design Tips

To help visually challenged folks, use high contrast text and backdrop colors. Black text on white, or vice versa, is simple to see.

Simple Designs: Avoid layouts that are distracting or confusing. Use white space around text and pictures in a tidy way.

Use big letters for easier reading from a distance. Headings should have a larger font size than body text, which should be 24 points.

Selecting fonts and colors

Color schemes: When choosing slide colors, keep color blindness in mind. Avoid hazardous color pairings like green and red.

Choose readable fonts. Sans-serif types like Arial and Helvetica are ideal for screen readability.

These features allow you to design presentations that are attractive and accessible to everyone in your audience, even those who have visual impairments.

Inclusive Language and Delivery

Using inclusive language and careful delivery makes everyone in the audience feel valued and involved. How to do this in presentations.

Language Matters in Inclusivity

Avoid jargon: Use clear, straightforward language that all audience members may comprehend. Avoid utilizing technical or industry-specific jargon unless it is explicitly explained or clarified in the presentation.

Use Gender-Neutral Language: To neutralize gender-specific phrases, use “they” instead of “he/she” and “team” instead of “guys”.

Cultural awareness: Cultural variations might affect how your message is perceived. Avoid using idioms and words that may lose significance between cultures.

Clear and Respectful Communication Methods

Clear, Moderate Speech: Maintain a moderate speaking tempo so that everyone can grasp the information, particularly those who process auditory information slowly.

Pause to emphasise: After making crucial statements, pause momentarily to ensure that your audience understands them. This increases understanding and accentuates the point.

Restate To help you remember crucial points, repeat them throughout the lecture.

Inclusive language and thoughtful delivery improve the accessibility of your presentation and make attendees feel appreciated.

Using various learning styles

Recognizing and engaging audiences’ learning styles improves presentation inclusiveness and effectiveness. How to Support Multiple Learning Styles:

Engaging Everyone with Your Delivery

Use a range of teaching strategies in your presentation to suit various learning styles. Use imagery, narrative, and interaction.

Polls, question periods, and small group discussions make presentations more appealing to interested students.

Notes and takeaways: Provide attendees with specific handouts for use during and after the presentation. This allows all students to study and review at their own speed.

Accepting these many learning styles can help your presentation be more inclusive, memorable, and powerful for everyone.

Tips for Inclusive Q&A

Facilitating an inclusive Q&A session engages audience members while making them feel heard and appreciated. Here are some tips for making your Q&A sessions more inclusive

Set Clear Guidelines: At the start of the Q&A session, establish clear expectations for question handling. To encourage involvement, ask polite, concise questions.

Ask questions utilizing an audience microphone if one is provided. This elevates their voice and ensures that the whole audience hears the query.

Always repeat the audience’s questions before responding. If some people did not hear the question, this will help them to comprehend it.

Encourage all attendees to participate.

Encourage questions from the whole crowd. This fosters engagement from players who are not as confident or remote.

Provide other questioning methods: Throughout the session, attendees may submit written or digital inquiries. Shy people or those who dread public speaking may benefit from this.

These ideas will improve the effectiveness and inclusivity of your Q&A sessions by enabling everyone to participate.

Use assistive technology

Assistive technology may help make presentations more accessible, enabling everyone to participate. Integrate these technologies effectively.

Feedback Collection and Use

Continuous progress demands feedback, especially for inclusive presentations. Discover how to gather and use feedback to make future presentations more interesting and accessible.

In today’s globalised society, presentations must reach and engage a wide range of audiences. This article’s eight phases, which range from audience knowledge and content production to assistive technology usage and feedback, provide a thorough approach to inclusive presentations. Presenters may utilize these techniques to make their message more accessible, resulting in a welcoming and polite environment. In order to accomplish ongoing progress and flexibility, input must be solicited and absorbed. Take the following measures to enhance your presenting abilities and promote inclusion in your professional community.

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Fred Olsen Cruise Lines awarded for beekeeping tour

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Fred Olsen Cruise Lines awarded for beekeeping tour
Georgina May, PR Executive, Tabi Winney, Destination Experience Assistant, Martin Lister, Head of Itinerary Product Development | Photo: Michael Newington Gray

Fred. Olsen Cruise Lines have been awarded ‘Consumer Favourite for Excursions’ at the inaugural Sailawaze Excellence Awards 2024.

The cruise line received the award last night at a gala ceremony held in central London, attended and hosted by Patrick Grant, presenter of hit BBC show, The Great British Sewing Bee.

More than 150 entries were submitted across the award’s eight categories, which were then shortlisted by a panel of cruise line industry experts. The final shortlist was then voted for by consumers.

Fred. Olsen Cruise Lines’ rural beekeeping tour in Lithuania was highlighted by the award. This tour allows guests the opportunity to learn more about village life and the cultural significance of bees by visiting a family-run apiary to see how honey is produced, with the chance to sample various honeys and locally produced mead.

“We were incredibly proud to have received this award. It’s testament to all the work that our Destination Experience teams, both ashore and on board our fleet, put in to making each one of our guests’ excursions an incredible and unforgettable experience,” said Martin Lister, Head of Itinerary Product Development at Fred. Olsen Cruise Lines. “We believe it’s all about the people and we believe that giving our guests the opportunity to connect with credible local people, who aren’t just providing information on a subject, but are passionate about sharing their personal stories and insights into their real lives, is the best way of engaging our guests and the communities that we visit”.

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