When you want to grab attention in the media, or even just make customers sit up and take notice of your latest products by writing for your website, it pays to stick to tried and tested structures.

Here are a few tips on how to structure a news release:

A news release is cut from the bottom up

Your first paragraph has to say it all. If everything else in your new release is cut, this one paragraph should still be able to get across your story. In every news release, this is where you have to include the ‘who’, ‘what’, ‘when’, ‘why’ and ‘where’ of your story.

This is a news release, not advertising puffery

The second paragraph of a news release is where you add more detail. But it has to be written as if by an independent third party. Ideally, a news release should include facts and provide info aimed at the readers of whichever publication or website you are targeting. As a rule of thumb, if a news release of up to 250 words has more than five company, product or brand name mentions, you’re heading towards advertising puffery and the editor’s bin.

Use your news release to say something interesting

If you’re approaching a local newspaper, write a quote that shows the editor just how relevant your news release is to the community. If you’re writing for a trade magazine, use the quote to emphasise your knowledge of the sector. But whoever you’re writing for, try and make your quote as interesting as possible. Please try to avoid the clichéd “we are delighted to announce…” or “this is an exciting partnership…” It just sounds dull. You can use the quote to show authority, compassion, enthusiasm, intelligence and any other emotion that will best position your business. Remember though to make it short, sharp and pithy.

Other rules of a news release

As well as sticking to around 250 words max, keep sentences and paragraphs short. Say 25/30 words per sentence, and only two or three sentences per paragraph. Always give it an independent tone and avoid advertising puffery like the plague. Think about the needs of the website of publication you are targeting – who will be the reader, what would interest them?

Finally, I haven’t mentioned headlines, nor have I discussed how to spot a newsworthy story or a news hook. I’ve chosen just to look at structure this time. News hooks and headlines for a news release are big topics, perfect for another day.

So the email comes though, you have 4 days to plan a presentation. The angst caused by the blank computer screen drives you to the nearest coffee shop and deep into any other task you can lay your hands on. Suddenly you have 12 hours to plan a presentation.

You can easily plan a presentation in under an hour

Sounds difficult. Believe me. It isn’t. Let’s start with the good news: most people only retain a handful of facts – six is a number often quoted. But three is my favourite number, find out why below. So forget complicated details or researching for hours on end. Make it short. Make it memorable.

Remember why you are having to plan a presentation in the first place?

What do you want to happen after the presentation? What is your longer-term goal? Basically you’ll be selling something – your expertise, your products, perhaps even your ability to rise to CEO. How can you make the sale?

Putting your aims to one-side for a minute, think about your audience. Who will be listening? Why are they there? What will make your presentation relevant to them? And how might they disagree with you? Try to cover off any negatives in the content.

The key? Plan a presentation in three’s

Throughout history, we have been using three’s. Think about popular phrases – “the good, the bad, and the ugly,” or “see no evil, hear no evil, speak no evil.” People remember best in three’s. It is the smallest number that creates a pattern. And it can describe the full range of options i.e. the cheapest, the mid-range and the most expensive.

The power of three in writing is definitely worth harnessing. And using three’s is the winning structure that helps you plan a presentation in under an hour. Once you’ve got your goals sorted, and you’ve thought about your audience, moving on to plan a presentation is easy.

This is what you do

Step 1) Which three things will you be covering during the presentation?

Step 2) For each of those three elements, which three messages will you be sharing with your audience? They might be facts or they might be points that help you build your argument or make the sale.

Step 3) Which three things will you use as your conclusion? What will close the sale or place you in the best possible light with your colleagues? But remember, these three things have to be relevant to your audience. Cover off any possible objections. And be crystal clear. This way they’ll remember your key points and you’ll be on the way to achieving your longer-term goal.

So next time you’re struggling to get your ideas down on paper, take these simple steps. Following the rule of three’s will cut the time you spent researching. It will cut the time you spend getting stressed. And it will boost the impact of your words.

Top tip: Use the rule of three’s not only when you plan a presentation, but also for blog posts, letters, emails and any other times you need to get your message across.

Last week I gave a ten minute presentation on co-writer to members of my networking group. Like a lot of people, most weren’t familiar with the work of a copywriter. So I tried to help them with what a genuine copywriter doesn’t do.

Firstly, a copywriter does not write perfect English.

Forget the grammar lessons you had at school.  We pick and choose how we interpret the Queen’s English. A good copywriter writes to capture attention. Using words to achieve good pace and add excitement makes us above the law where grammar is concerned.

Secondly, a copywriter will avoid jargon at all costs

No copywriter should ever resort to jargon. It is impenetrable. In fact in my presentation I exclaimed that I would rather boil my head than write the words ‘leverage’ and ‘synergy.’ Which led me to do a spot of Googling to spot a good example of jargon gone haywire. Check this one out:
“Working with an integrated methodology based in communication, collaboration and inclusion, we have cracked the code on how to implement and execute  complex organizational projects and initiatives. Our work addresses the interdependencies and differences between levels of leadership and management to establish cohesive efforts in moving projects and organizations forward to their desired outcomes and results. We provide customized engagements addressing the needs of our clients that are designed to fulfill what they want to accomplish. Our offerings in organizational design, leadership development, projects and individual development include hands-on support and coaching. As our client, we promise you results and transfer our bias for action into implementation and execution.”

Urrrrr. OK. Whatever.

Thirdly, a copywriter doesn’t always write want you want to say

A good copywriter writes for the audience. Now this isn’t another place where a copywriter gets to be a maverick. This simply means a good copywriter will take what you want to say and turn it into words that your audience wants to hear.
Although the subjects we write on vary all the time, a good copywriter will never lose sight of the goal: to create words that are easily understood by the people who matter most. That means no jargon, writing for the reader and bending a few rules on grammar.
And did I mention that no copywriter worth paying would entertain the words leverage and synergy? 
If you need a proper copywriter, get in touch with Josie at co-writer. She’d rather boil her head than write leverage and synergy. 

Here are some quick tips from co-writer on writing a case study.

A case study is a really effective sales tool and is particularly effective if your product or service is complex. It brings to life the experience of using your company or services. It gives a prospect a great insight into what it feels like to work with you.

A good case study should tell a story. It should inform readers about the client, about your business, why you came together and how you have changed your clients’ business for the better.

Here are some tips to help get the most out of your case study:

1) Get down on paper some facts about your client: name, job role, plus an overview of the business – correct name, sector, number of employees, locations etc

2) What problem or problems was the client facing? Why did they need your help?

3) How did they find you? And why did they choose you?

4) What did you do? And how long did it take? Do you still work together? If so, how?

5) How did it help the client? Is life at work easier as a result? And how has their business benefitted?

6) Note down anything they say that is particularly positive and that others could relate to. Not just “Bob was the best ever consultant and he offered great value for money” more “by using Bob’s Clever Weavers I think I’ve saved 2 days a month in admin alone. Everyone in the business now has a better understanding of underwater basket-weaving. I feel like a load has been lifted.”

And here are things to avoid in your case study:

1) Stay away from jargon and don’t get technical – remember the case study is for people who don’t know about what you do

2) Don’t make it too long. One side of A4 is ideal

3) Don’t put too much in about your business. You want the reader to relate to the client, to sympathise with the issues they faced, then marvel at how you changed the client’s life and business for the better

4) Don’t ask them for a quote. Get them talking freely and probe their answers until you are happy you have really got a grip on why they chose you and what you did for them and their business. Then write up your notes as a story (think the classic structure of beginning, middle and end, complete with characters – you, the product or system and the client). Finally drop in some quotes which contain their phrases in a way that gets a really great point across to the readers. So you use their words but not verbatim.

Once you’ve drafted your case study, check that it sells your business. Will it mean something to the reader? Will they understand how your product can revolutionise a business? Will they want to pick up the phone?

Proof read it. Then get it back to your client for their approval.

Magazines, websites, brochures, letters – these are just a few ways to use your case study.

Well if you live in New Zealand, you’ll know there’s a bit of a game about to happen. I can’t go anywhere in Auckland without a copywriter somewhere trying to get my attention with messages linked to the Rugby World Cup. In amongst the deafening marketing chatter, I spotted this advert. It made me chuckle.

For anyone unsure about the New Zealand accent, this will give you the perfect insight into how to communicate clearly over here.

Here are a few quick tips from co-writer on planning a blog.

If you create structure around your blog, life can get a whole lot easier.

I’ve written before about the importance of understanding who you are writing for, and the need for research when planning a blog. And when I think about the interesting blog posts I read, they aren’t always quick tips and top 10 lists. Sometimes they are long and fairly detailed. Some are slightly amusing rants. Others are just a quick comment on a news item. The point is they vary in format. And it is a game we can all play when we’re planning a blog.

I read a tip recently that urged people struggling with planning a blog to take inspiration from the content of magazines. Great idea! Clean, simple, but I want to make it even easier…

Planning a blog? Pick up a magazine and have a browse

There are plenty of sections that appear regularly in magazines but I think these are most relevant.Here are some common magazine sections that could help establish your blog framework:

• News – short, pithy, up-to-the-minute info about the industry, new products, economic headlines etc
• Photostory – a picture that needs no more than a single line of text to explain why it is relevant to readers
• Features – longer pieces providing several opinions; often giving a balance of views, this combines words with images
• Help desk – quick entries offering guidance on key issues; designed for education; the home of the quick tips format
• Books and technology review – showing they read around their subject
• Guest opinion – letting others jump on their soapbox, designed to stimulate feedback

With these sections, think about the level of importance a magazine editor gives to them. Where are they in the magazine? How many pages do they get? Now this can be different by magazine and industry but a common structure would be:

• News – upfront, first few pages devoted to short news pieces, generally under half a page, many written in a column
• Photostory – single half or full page, often at the back offering light-relief to readers
• Features – generally the amount of feature content is on the up but it still almost always sits behind the news section
• Help desk – often placed in the middle or towards the back of a magazine and generally spread over 2 or 3 pages
• Reviews – usually near the back and with limited space
• Guest opinion – often the last page of editorial

But how can all this help provide a framework when you’re planning a blog?

Easy. Think of them like this:

• News – help your readers stay in touch with big issues in their industry, country, world. Short, easy to do, all about sharing news
• Photostory – maybe an amazing photo has caught your eye. It might not be purely related to business but it is worth sharing to demonstrate the personality behind the blog (just keep it appropriate and inoffensive though if you’re going for humour)
• Features – offer your insight on a key issue. These longer posts are about building your credibility
• Help desk – quick tips on business issues, some generic, some specific to an industry or location. Again, a credibility raiser, demonstrating the breadth of understanding
• Reviews – share knowledge and insight with readers. Be helpful, look worldly-wise
• Guest opinions – with the right level of editorial control, guest blogs can help maintain and build interest in your blog. It demonstrates connections and you can always blog for them in return, further adding to your credibility (try and link between the blogs to help your SEO link-building strategies)

Now take all this and plan the format of your blog entries for the next month. Decide the balance of news over features; tips over reviews; photostories over guest opinions. Perhaps go for two news stories and one quick tip post each week, adding either a feature, review, photostory or a guest blog every week to vary content…? It all depends on how much you want to write.

Now you just need to hunt down topics to educate, inform and engage your readers.

Here are four quick tips from co-writer on writing words for business.

Most info on copywriting talks about writing for consumers. But business-to-business writing shouldn’t play second fiddle.

1. Business buyers make decisions differently – your writing needs to reflect this

For a business to buy from another business, the decision process tends to take a little longer than the standard business-to-consumer relationship. This is often due to the price and the number of decision makers involved. That said, business buyers are also consumers and so have some similar buying traits. Tackle this by outlining first how your product or service will help their business, then adding some personal benefits to show how their life will be easier as a result of their purchase.

2. Writing about benefits alone won’t wash

Business buyers tend to want more information so don’t just go for the benefits. Sprinkle your writing with a healthy dose of product or service features too. But try to avoid just listing specifications – business-to-business copy need not be dull.

3. Writing for more than one

Often there will be a team of decision makers involved. To manage this you must consider different needs in your copy. If you are writing a website, you can tailor information well using different pages, text boxes etc. For print work, think about what different decision makers need to hear – consider the accountant, the general manager, the MD etc. Tweak your writing to make sure everyone sees a benefit in buying the product or service.

4. The long and short of business-to-business writing

Much debate continues about writing long copy over short copy. The stats all suggest that long copy pulls in more responses from consumers. But whilst long copy may be the favourite of consumers, I would plump for short, tight copy every time when it comes to business-to-business writing. Decision makers are busy.

Often business-to-business writing is part of a multi-step marketing approach. So you’ll have several stages at which to give them more information and build more trust. But at each stage the offer or call to action has to be clear.

So for business-to-business writing, keep it short. And keep it focussed.

I’ve been blogging for a while but when you’re faced with starting a brand new blog, it’s all a bit daunting. So I thought I’d share some ideas on getting started.

Get planning your blog

Think about why you are blogging – is it for work, for keeping in touch with family, for generating leads etc? Think about how often you can write – if you are writing for business, and to generate leads, then you have to commit to at least two blog posts per week. And think carefully about what you are going to write about – try to avoid a scatter-gun approach to content and instead limit what you write about to a small number of issues. You need to keep it relevant.

Quick blog research ideas

If it is for your business, think about the industry you work in and industries you wish to interact with. What do your customers / audiences want to hear about? How can you add value to them? Look at similar blogs for inspiration and, if you haven’t done so for a while, jump onto Google Adwords to develop a list of keywords. You can use these to influence your choice of topics, making sure your content remains relevant.

Finally, get creative

There are plenty of brainstorming techniques out there to help relieve the strain of writer’s block. I’ll share some of my favourites on the co-writer blog over the next couple of months. But they all involve breaking away from your desk, grabbing some paper and a pen, and a high degree of random thought patterns (as opposed to staring at a blank computer screen getting grumpy because creative juices aren’t flowing).

Try and stick to the co-writer blog mantra – plan, research, get creative. It will keep you focused on delivering relevant content.

Of course if you can’t budge that writer’s block, drop co-writer an email and we’ll take the pain away – josie@co-writer.co.nz And if you fancy finding out more blog-specific tips, try visiting this excellent source:  http://www.problogger.net/