Because however much money you’re spending on traffic, however shiny Facebook ads now seem, if the landing pages are weak then your conversions and ROI will be too.
Inviting somebody home for dinner with nothing to be served up is embarrassing.
If there’s something dirty about a place, we leave.
Before you read more, look at what’s being said:
A copywriter and communicator to improve your business
I’m Mike Odlin. I’ve raised over £10,000,000 through direct response (DR) methods.
DR isn’t about ‘ likes’ or ‘hearts’. It’s about 2 things:
- knowing what people you’re talking to, then
- writing to those people to ask for something.
It’s all about taking action.
Writing for Business, Public & Social Orgs
Some examples of my work:
Web Content Aerospace
Web Content Healthcare Technology
Web Content Outdoor Clothing
Web Content Natural Products
Web Content Adventure Sports
Event Registration Landing Page Rewrite
Web Content Tree Surgery
Web Content Arboriculture Horticulture
PR Music School
Explainer Video Advertising
Web Content AerospaceAerospace | Defence Technology | Procurement | Recruitment | Integrated Logistics Support. Saber moved into a new phase of international growth and export.
A full rewrite was commissioned to:
- outline the value proposition and service offering
- build a business voice that speaks to both defence and commercial stakeholders
"These are some of the most demanding technical standards on the planet. When you couple adherence to these standards with an understanding of:
- military protocol
- the inevitability of changing deadlines
- the need for rapid response in the face of changing plans and environments
you can see the leverage we bring to commercial projects and products too."
Web Content Healthcare TechnologyGrowth - Nunet prepared for growth with a root and stem reframing of their public facing value proposition. This content rewrite was about bringing new customers up to speed with what loyal customers already knew - that for bespoke manufacturing, including healthcare technology, the search is over.
"When you’ve defined your brand, when you’re committed to your core values and tone, then your tangibles need to reflect that.
They have the power to support or destroy your brand and reputation because they are what represents you in the hands of the holder.
When you go before somebody else, when you put something in their hands or their homes, what reaction do you want?"
Web Content Outdoor ClothingAdventuretogs have developed expertise in the niche outdoor clothing market based on heartfelt ideals for childhood - the tone of voice reflects a predominantly B2B focus and the content gets into the shoes of the typical schools and groups customer who is always juggling competing agendas.
"Being responsible for making stuff happen is a challenge.
Local Authority Schools | Forest Schools | Playgroups | Nurseries | Independent Schools
We understand that you want to make the right decision quickly so you can get on with teaching, schooling and nurturing.
We haven't dealt with a school or group that isn't under pressure in some way and we appreciate that with the shift in emphasis to outdoor learning many schools are finding themselves in new territory.
We can help. Tel: 01639 689183 | email@example.com
Whether you're a front line practitioner or responsible for procurement we've worked with your counterpart somewhere.
- it's hard to find suitable clothing that keeps your children dry and comfortable (the absolute minimum requirement you need for healthy learning and exploration).
- it's hard to find professionally designed clothing that children can easily get on and off themselves that avoids diluting your time as a school, group or leader.
- it's hard to find clothing designed by people who understand it's not just adults who need to use the loo
we can help you"
Web Content Natural ProductsWhen a product becomes a mission - this was about brand development through story-telling content. It was also an opportunity to get my camera out (I was a photographer in a previous life).
"Once upon a time
our hands knew what to put on our bodies….
then, they began to forget.
Don de la Terre is a way of waking up our hands and protecting our bodies.
Because your skin is the largest organ of your body, and more than 60% of what you put on your skin is immediately absorbed into your blood, it’s important you
make the right choices.
We keep it simple,
a few products to keep your skin hydrated, supple, nourished, healthy and beautiful.
(& we keep it free from parabens, propylene glycol and other chemicals)
Our natural products provide what you need, respect the environment and remind you of the power of your own hands to change things for the better."
Web Content Adventure SportsWebsite content overhaul to translate the passion of the business owners into a clear proposition for the business customers.
"PAP 'flying machines for pilots who love to fly'
We keep things simple for you. We stock the best motors and the best wings. Whatever your stage of flying, if it's kit or servicing you need, then you've arrived.
PAP paramotors are comfortable, low hang-point, machines that are superbly balanced. Typically, they allow the pilot to feel more of the wing and effectively use weight-shift control - a joy to fly.
ITV wings offer a perfect balance of inflation, take off capability and speed.
If you'd like to have a chat (we walk the talk and use this equipment ourselves) get in touch with us at Pap Paramotors UK."
Event Registration Landing Page RewriteSignups - 'The Battle of the Beards' is a day of tech workshops for IT peeps and pros to raise awareness of male suicide through CALM - the Campaign Against Living Miserably.
"Learning for a killer cause".
Web Content Tree SurgeryA growing business - a site site rewrite for Ashley Tree Services was needed to reflect a new level of maturity and showcase specialist skills.
"We’ve worked in the forests of Europe.
We understand trees on a scale that most people find hard to imagine.
This means that however intimidating or problematic your tree work seems to you, we’ve been there and done it.
We bring the skill and experience you need to relax.
In a nutshell we know and care about trees and places."
Web Content Arboriculture HorticultureBusiness Development - a complete site rewrite for TR33 Environments was needed to reflect the scale and breadth of the business expertise today. The new website was developed by Glass Mountains Digital.
"We’re very proud of what we do for our clients and like most people who work in nature we spend a lot of time on our knees in one way or another.
This is always humbling.
Now, whether you call it humility or respect or admiration for nature or ‘green’ or environmentally aware, if you’re looking to work with a company that cares about these things TR33 could be what you’re after.
We’ve grown organically in the last 15 years - from one man with a singular determination and focus to deliver the very best in arboriculture and horticulture ... to a team of 30 qualified arborists, horticulturists, mowers, cutters and all."
Business BloggingAttention - this piece for the .gov Business Wales website highlights the competition for attention that small business owners can't afford to ignore.
"This is an automatic 'passive behaviour' response, which we're all tempted by because they're easier - they follow the line of least resistance.
Repeated passive patterns or the line of least resistance are like the warm water poured into hard jelly experiments of Edward de Bono.
The first warm water you pour onto cold jelly creates a channel and often a bit of a hole. The next time you pour on water it heads for the channel that's already there and makes the same hole a bit deeper.
That effect gets repeated.
So, what you get is a deeper and deeper hole in the same place.
Now, sometimes a habit or culture of doing the same things in the same way works for you. Sometimes it doesn’t.
When your business model changes you have to be particularly careful....
There's a good chance your business model and product has grown, improved and developed over the last 3 years. That's good.
If what you're telling the world about it on your website hasn't grown too (i.e you're leaving lukewarm water sitting in the old channels and hole) then there's a very good chance you're missing a trick.
At the best you're leaving money on the table because your old customers have lost touch with what you really do now and so can never be drawn towards it.
At worst you're confusing your new customers because what you say you do on your website and where they see your business going are 2 different things. That's confusion.
Confusion kills conversion.
Business BloggingCreative Tension - this piece for the Huffington Post explores the relationship between innovation and progress. In the process it draws on NLP as an entrepreneurial moving forward tool.
"Martin Luther King lived it in the public view, Peter Senge wrote about it and called it 'Creative Tension'.
Take one elastic band, stretch it between your left and right hands - picture your left hand as where you are now and your right as your vision. Really do it and you won't forget.
Now here's the interesting thing and saving grace: that gap, left and right, vision and reality, creates an energy or tension that seeks to bring them together (feel it).
You can see where this is going. You can use that energy to bring your vision back to your current reality or you can move your current reality towards your vision.
What happens will depend on how strong the vision is."
Business BloggingYour Local Crowd is an on and offline marketing Company. This piece, for the business support blog, is a practical reminder of the impact of copy on sales.
"As a copywriter my first question is ‘are your competition really better than you?’ It’s a good question to ask yourself too. Do your competitors make better dresses, cakes, services, wedding rings, food, (whatever business you’re in) than you? or, are they just better at marketing their businesses.
Are they just quicker at getting their trainers on? My money’s on the marketing.
To help your website do more of the work here are my: 5 Copywriting Tips for Your Business Website"
PR Music SchoolJulie Garnham runs a piano school rooted in cultural excellence. Each year all pupils are given the opportunity to perform in front of a critical audience. It's important for the children and the school that this unique event gets noted and reported on.
"The party concluded with former pupil David Sechi, now a composer and piano teacher at the Wells Cathedral School. David performed Chopin's Andante Spianato & Grande Polonaise.
David said of Julie 'She advised me to hear the chord in my head before I played it and the difference that made was incredible! It gave the chord 'magic' and that feeling stayed with me'.
What stayed with the audience? A sense of the beauty and strength that can come from nurturing and development of talent. It seemed right to experience the event beneath the structural oak framework that holds the magnificent Rhosygilwen hall together.
From little acorns......"
Explainer Video AdvertisingAdvertising - Tatanne Bazaar Facebook Page needed an anchor to frame what is on offer. This 1 minute video with creative became the pinned post on a visually busy selling page. It solved the problem of how to keep the important information “up front and centre” and REACHED 762 people with 46 CLICKS in 24 hours.
"We are not to throw away those things which can benefit our neighbour.
(Clement of Alexandria 200AD)"
Education NewsletterNant Y Cwm School works with the educational impulse of Rudolf Steiner. Several issues of the school newsletter were edited in the spirit of the pedagogy and the seasonal editorial content for each issue was written.
"When we look at images of Saint Michael we see two powerful pictures:
.... a courageous fighter with sword held high AND a balancer of souls – scales in hand.
If we ponder these images we feel our struggles with our own inner dragons, whatever they may be.
We can feel, with the falling of the leaves, the weight and heaviness of nature at this time of year –nature’s scales have tipped.
The challenge with both of these images is to action. To ignore the challenge is to follow nature’s depression.
How can we regain the balance?
I’m a fast worker and I price competitively. I’ll agree with you a start to finish quote so you’ll know what the work will cost before you begin.
Get in touch with your question