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Website copy that surprises
By Sally Ormond of Briar Copywriting
This intel has been prompted by the events of today. Some of you may know that I am a volunteer for the Make A Wish Foundation. It is a charity that grants magical wishes to children aged between 3 and 17 living with life threatening diseases. Normally, my role is to go out and meet the children who have been referred to us (and their families) to find out what their wish is. But today was special; today I was involved in a wish day. A little girl of 3 wished she could meet Cinderella, and today was her big day. She and her family arrived by Limo to a local grand hotel situated in stunning grounds. After greeting them, I showed them to a special room where she found all sorts of presents (kindly given to her by Disney). Then the door opened, and Cinderella appeared in all her finery. The little girl was lost for words for a while. But she soon relaxed and coloured some pictures for Cinderella, had her make up done and then had a story with Cinderella. Quite a day! But it wasn't over. We took her to the window and asked her to look down. There, in front of the hotel stood Cinderella's pumpkin carriage. She was so surprised, her grin stretched from ear to ear. So she and her family, plus Cinderella, went down stairs to the horse-drawn carriage and had a ride around the grounds before afternoon tea. It was an amazing day and one that I shall remember for a long time, as I'm sure the wish child and her family will too. You may be wondering where I'm going with this. Well, it's the element of surprise. There are a lot of adverts in the world - too many some would say. And many of them are boring and predicatable. As a copywriterI know how important it is to be original in adverts, website copy and other marketing materials. You need to come up with something unexpected that will stick in the minds of your readers. Whether its a catchy tune, image or slogan - to make it work, it has to be original. This is especially true of websites. Writing your own copy for your website has to be one of the hardest things to do. Many people take inspiration from their competitors which results in several similar looking and sounding websites. The problem there is how can your readers distinguish you from everyone else? If you want stand out from the crowd, say something different. Be innovative in your design and copy. This isn't easy which is why it is best to get in professional help. Remember, the element of surprise is your friend. Use it to your advantage and become the first choice for your consumers.
Sally Ormond is an international copywriter. She has been writing commercially since 2007 with her company Briar Copywriting Ltd.
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