John McGarvey – web copywriter

Budgets. Now there’s a tricky subject for conversation. Yet if there’s one thing you need to do before you spend too much time in discussions with a potential new client, it’s to establish whether they’re ready to pay what you’re expecting to charge.

A recent conversation with a promising-sounding client served as a timely reminder about this. On the verge of agreeing to a meeting which would have taken at least half a day of my time, it was only the off-hand question “oh, and what do you charge?” which revealed our expectations were seriously out of kilter.

In this case, it was just one of those things. You can’t win them all, and rather than being disappointed at missing out on an interesting-sounding job I was at least able to focus on the fact that I’d narrowly averted a pointless meeting.

Money. It’s not easy to talk about. But even if you don’t mention it explicitly, you have to get a feel for whether your clients will pay what you charge before you spend excessive time preparing for the job.

There’s a good interview with Google’s Mark Pilgrim over on The Setup. The really interesting stuff (for me) starts about a third of the way in, but the whole interview is worth a quick read. My favourite quote:

Writing doesn’t actually take that long. It’s the long stretches of procrastinating that take up most of your time.

It would be funny if it also wasn’t a bit too true. Talking of which, I really must get on.

(Hat tip to the always-impressive 43 Folders.)

It’s easier to write well when you’re fully absorbed in the task at hand. Devoid of extraneous thoughts, the words flow out of your brain, through your arms and onto the screen in front of you via the keyboard. At least, that’s how it feels when I’m doing my best work.

It takes concentration to write efficiently and effectively. And – arguably – concentration’s now harder to come by than ever before.

For starters, there are the online distractions. Frequently checking your email is the classic, but Twitter can be even worse. It’s easy to access and there’s always something new to read, even if it’s only a couple of minutes since you last looked.

Then there’s the other stuff. Phone calls. Shopping. Staring out of the window. Cleaning the bathroom. It all adds up.

How I’m going to become more focused

Like most people, when it comes to being productive I have good days and bad ones (it was a really, really bad one when I chose cleaning the bathroom over writing).

As it goes, today was a good ‘un. But I’m convinced I can do better. I want to achieve that state of absorption more often, because as well as allowing me to get more done, it’s only by being focused that I can become a better writer.

In the spirit of making a few slightly late new year’s resolutions, I’ve decided to make a more conscious effort to get focused and stay there.

I’ve come up with a plan after reading various articles on productivity – notable Matthew Stibbe’s tips and various informative posts on Lifehacker. Here’s what I’m going to do:

• I‘ll install RescueTime to monitor what I spend my time on. It keeps an eye on the programs you’re using and reports exactly how long you spend using them. Not a solution in itself, but it should help me understand what my major time sinks are.
• I’m going to break my day up into 30-minute chunks. With help from my alarm clock, I’ll force myself to do a single task for 30 minutes before a break. That’s long enough to get into something, but short enough to avoid problems. Nothing can’t wait 30 minutes.
• I’m going fullscreen in Word. I might even try out a hardcore, distraction-free text editor like Dark Room. I’m also considering creating a separate, minimalist user area on my computer, just for when I want to get my head down and crack on.
• I’ll change surroundings more often. Getting out and about really works for me, particularly in the morning, because working from a new spot lets me mark the start of the working day. It’s not exactly hard to find free wireless these days either.
• I’ll make time for the non-writing. Administration. Filing. Chasing clients. Doing my tax. It’s easy to let small tasks like these creep into writing time until there’s barely any writing time left. Those 30 minute chunks I mentioned? I’ll designate some of them for this stuff.
• I’ll acknowledge if things aren’t working. We all get bad days sometimes. It’s no good perservering with your head all over the place – instead, switch to something else, walk the dog, do some gardening, go see a friend … whatever. You can come back to it later.

Over the next couple of weeks, I’m hoping to see some improvements in what RescueTime reports. And if all goes well, I should have a bit more time to write new posts here too. Whatever the outcome, I’ll report back on how it’s going in a week or two. In the meantime, if you’d like to share what’s worked for you, go right ahead…

It’s rather short notice I know, but WriteClub, the “casual networking meet club for writers” hits London this evening. If you’re at a loose end and fancy meeting a friendly bunch of other writers, head for the Yorkshire Grey on Langham Street. It’s just round the corner from Oxford Circus.

I’ve heard good things about WriteClub but unfortunately I’m off to see the Yeah Yeah Yeahs so can’t make it this evening. If you do manage to get along, I’d be interested to hear how it goes. Founder Leif Kendall reckons there might be another London event in the pipeline – if so, I’ll definitely be there.

I have this idea that the quality of an ebook can be judged by the hyperbole used to market it. The more excessively shouty and lurid the sales blurb, the less valuable the advice itself is likely to be.

You’ve probably seen the worst offenders. Over-excitable, garish web pages employ capital letters, bright colours and phrases like “THE BOOK THE PROFESSIONALS DON’T WANT YOU TO HAVE!!!!!!”  Making unfeasible promises about unimaginable wealth, they only say one thing to me: run away.

Once you’ve seen a few of these it’s easy to tar every ebook with the same brush. Easy, yes. Unfair? Definitely.

One ebook worth reading

I say this because over at Bad Language, old pal Matthew Stibbe has released a comprehensive ebook to help make you a better business writer.

There’s no guarantee of lifelong wealth and a conspicuous lack of garish promotional graphics on Matthew’s site, yet this excellent guide offers some of the best business writing advice I’ve seen.

Grounded firmly in the real world, the book is packed with practical information to help you write better. It explains how the principles of good journalism are just as important to business writing. It’s all about telling an interesting story and geting under the skin of your audience.

Structured as a 30-day course, (but almost as useful read as and when you get the chance), Matthew’s book is free, well-written, and useful regardless of whether you write a bit, write a lot, or just work with writers.

Rather than listen to me bang on about it here, just go and take a look.

It’s been a bit of a strange week. Having arrived back from holiday on Sunday, I feel like I’ve been playing catchup for the past few days.

No matter – I’ve still managed to spot a few things you might find interesting. One or two of these might date back a month or so – I just noticed them late ’cause I’ve been away:

• Design agency CX Partners has taken issue with the view that you need to get all your important content above the fold on a web page. In a convincing blog post they explain how people really handle scrolling and what you can do to encourage them to explore your pages further.
• I posted about an error message myself recently, and at Perishable Press there’s some good advice about how to make your site’s “page not found” message more useful and friendly. It gets technical in the middle, but make sure you scroll to the great examples near the end.
• Are you giving National Novel Writing Month a go this year? Me neither, but it’s inspired Merlin Mann to dispense some no-nonsense advice about how to start writing- and keep at it. (I appreciate the irony in linking to a blog post which advises not reading too many blog posts, but he makes some good points.)
• I’ll leave you with a handy guide to using apostrophes (found via Sonja Jefferson on Twitter). If you’re a professional writer you shouldn’t need it, but it might be handy next time someone asks you a grammar question. Bored? Check out the source code on that page as well.

This week I’ve mostly been reading about usability, excessive flying and events for writers that are happening vaguely near me. Here goes…

• If you’re anything like me, you probably feel odd consulting an online dictionary instead of an old skool printed one. Well, Slate has a good piece about the symbiotic relationship between search engines and online dictionaries – and how easily it could be unbalanced.
• Are you in Brighton or Oxford? I’ve spotted new events for writers in these creative cities. WriteClub is an informal gathering where Brighton writers can meet each other. And Ben Werdmuller organised the first Oxford Writers’ Group last week. I think the next one’s penciled in for 19 October, but check Ben’s site for more information.
• Usability consultant David Hamill has written a really good article about, er, usability. He uses some easy to follow, practical examples to explain what usability is about and why it matters. Go on, have a read. (I found this piece via Helen Baker on Twitter.)
• Finally, a chap called Brendan Ross is spending a month flying from place to place in the States. He’s bought an unlimited pass with the airline jetBlue, aims to never leave airline property and is writing about the experience for Wired magazine. It’s an entertaining read, if not particularly aimed at us writers.

I had an interesting conversation with a prospective client recently. They’re fairly new to the process of building a website and our discussion got me thinking about how much value a good copywriter actually offers.

As I explained what my copywriting service includes, I realised that much of what I take for granted hadn’t occurred to this client at all. That’s not unusual, and not a criticism – after all, my clients aren’t generally writers. That’s why they need my help.

However, there’s a common misconception that copywriting is just chucking words on a page and that anyone with a half-decent grasp of the written word can do it. Well, it isn’t. And they can’t. So here are six things of real value that should get when you commission a good web copywriter:

• Someone who understands that writing for the web is different to writing for other media – and then puts that knowledge into practice. Pasting a company brochure onto your website just isn’t going to cut it.
• An expert who takes time to understand what your website’s about, what your brand represents and what you’re trying to achieve. Everything they write should reflect these things.
• A willingness to challenge. You’re buying the expertise of a copywriter – a good one will say if they think your approach is wrong. (And then follow it anyway, if you can’t be convinced.)
• A bit of flexibility. When you build a website, things change as they come to life. And that usually means the copy needs changing too. It happens a lot. Because of this, you should get some flexibility when your site build doesn’t quite stick to the plan.
• Basic search engine optimisation, so your site has the foundations for a good ranking on Google. Generally, it means supplying good metadata (hidden information at the top of web pages), logical link text and keyword-rich content as standard.
• Attention to detail. Your copywriter should be happy to tweak titles so they fit on one line, edit paragraphs so they wrap nicely, and make sure terminology and capitalisation is consistent. These things really make a difference overall.

So you see, when you commission a copywriter, you really should expect more than a slapdash bit of writing on the page. They should take the time to understand where you’re coming from, then work to get you where to want to go – all the while applying their considerable knowledge and expertise to the task at hand.

That’s what makes good web copywriting worth paying for. And why it takes experience to be able to do it well.

The more eagle-eyed amongst you might have noticed a new addition to my list of links on the right: Londonist. I’ve admired this site’s coverage of all things London for a while, and when they appealed for new writers I jumped at the chance.

Unusually, my application was accepted without me having to resort to the usual brown envelope stuffed with cash*, and I’ve since written a few music-related pieces.

My review of Wednesday’s impressive Maximo Park gig in Brixton has just been published. I also previewed Idlewild’s recent gigs in Camden and wrote a bit about Field Day.

I’m planning to contribute lots of other stuff, so if you want to see more of my work or just have an interest in London then keep an eye on londonist.com in the coming weeks.

*only joking – while I accept bribes, I can’t afford to offer them

It’s not uncommon to visit a website and be impressed by what’s there. Encouraged, you buy from them.

It’s only when you need some assistance with your new purchase that you realise the online help is woefully inaccurate. Lacking in depth and quality, it feels like a last minute bolt on. And all-too-often, it is.

Whether you’re a professional writer or not, if you get given the job of producing online help articles, please think about your approach before you get stuck in. It can be hard to hit the spot, and as a reader, there’s little more frustrating than being stuck with a problem you can’t fix.

I spent much of the first half of this year writing help articles and tutorials. I reckon I got a reasonable feel for what works, and what doesn’t. So here are some tips to make help articles clear and understandable:

1. Use numbered lists, not bullets. When people follow your instructions, they’ll often be flicking between their web browser and other windows. It’s easy for people to remember that they were on step five, so put instructions in numbered lists.
2. Break complex processes right down. It’s better to have a longer list of simple steps than a short list of complex ones. A good rule of thumb is that people should be able to read each step, then follow it without having to refer back to the instructions half way through.
3. Use screenshots to complement written instructions, not to replace them. Screenshots are a really good way of showing people what to do. But not everyone will be able to see them – think about people using screenreaders or on slow connections. By all means, use images to make it blindingly obvious which button to click. But make sure your copy spells everything out too.
4. Underestimate the IT level of your readers. If your audience is a tech-savvy bunch then you won’t have to explain every single point. But if you’re not sure exactly how much they know, or the audience spans a range of levels, err on the side of caution and explain things more fully. A few of your most knowledgeable readers might feel a bit patronised, but everyone will understand everything properly.
5. Think about the permutations. Are your instructions valid for Windows XP and Vista? What about Apple Macs? Have you thought about different web browsers? And don’t forget about the user’s preferences – make sure your instructions match what’s on their screen. Try and take care of the most common permutations at least – if you can, use web metrics to find out what software your audience typically uses, rather than relying on guesswork.
6. Do some testing. The instructions might be blindly obvious to you, but that doesn’t mean everyone else will be able to understand them. Ideally, get some typical readers to follow your instructions. At the very least, get a friend to look them over.
7. Be consistent and be precise. Use the correct terminology, and use it consistently. Don’t tell people to ‘press’ a button when actually they should ‘click’ it. And if there’s any ambiguity, explain things so they’re clear. I had to write online help content for a popular piece of security software – some screens had two ‘Configure’ buttons on. It was a hassle explaining which one to click every time, but it had to be done.
8. Don’t reinvent the wheel. If the articles you’re writing deal with problems with someone else’s software, link off to their help pages rather than duplicating it on your website. After all, they made the software and so they’re in the best position to document it.
9. Get to the point and don’t joke around. If I’m having a problem with your product, I want it fixed. I don’t want to see clever puns or over-elaborate copy. Get to the root of the problem, and get it solved. Quickly.
10. Don’t try and sell other stuff. If someone’s having an issue with your product, it’s not the time to persuade them to buy something new from you. Just fix the problem efficiently – that’s a good way to keep your customers loyal.

Any more suggestions? Leave a comment and let me know.