WOTS RONG WIV MY RITING
Tuesday, July 5, 2011 @ 1:53 PM
Business owners spend thousands of euro investing in their business; their website shop window displays don’t come cheap either. Sadly, the written content of websites is often so childish it actually puts buyers off. If everyone was good at writing there would be no such thing as professional writers; copy-writers, editors, proof readers, journalists and ghost-writers. English is a complex language and marketing content calls for flow and flair; it needs ‘body language’.
Good marketing copywriters are so much in demand that agencies charge many hundreds of euro for website and brochure content. They are worth every penny. A well presented professional website or brochure will generate sales amounting to tens or even millions of euro. Could you imagine any real business having their website content casually written by a family member or mate?
A poorly written website or brochure will have the opposite effect to that intended; it will put customers off. Appearance is everything. It is the difference between professional and cowboy businesses. Some websites actually scream: “I am an amateur.’ Would you dine at a restaurant with filthy tables or use a garage in which porn-pictures are displayed? Would you buy from a scruffy sales person or trust a mechanic who drives a shed?
There is a reason for such stupid shortcomings. Because I owed an estate agent friend a favour I offered to professionalise his company’s website editorial. Quite honestly it looked as though it had been pulled together by a twelve-year old. My friend was horrified: He told me his wife had written it. Thinking she was perfect she would be most offended at any suggestion that it was laughable. It was then that the penny dropped. The reason why over 60 percent of Costa websites are badly written is because the owners can’t see the faults. If they could then the faults wouldn’t be there.
It’s crazy! Business owners spend incredible amounts of money setting up their business but shrink from spending less than €100 on giving their website professional appeal. It is called spoiling a ship for a ha’porth of tar. It is small wonder that the Costas are notorious for their tacky image?