Search Results for: testimonials

Good testimonials: how to make them write themselves

Back in 2011 when this article first was published, testimonials were still relatively simple to do – perhaps because most business audiences were not as cynical as they are today, so believed what was written in them unconditionally.

Sadly though in recent times we have been plagued by businesses “creating” testimonials – many based on the real thing, but not quite the real thing – and sticking them up in writing on websites. And sadly, that has given rise to testimonials having a dubious complexion.

how to get good testimonials on HTWB

If you simply ask someone to give you a testimonial without giving them any guidelines, you’re leaving it up to luck as to the quality and nature of their response. BUT, there’s a big difference between that and putting words into their mouths. 

It’s only in comparatively recent times, when advertising in most industrialised countries has been regulated, that readers know testimonials have to be genuine – or else. There may still be the odd person or two who sneers at testimonials and endorsements, but in the main people now accept them for real, and believe in their honesty. This makes them powerful.

However getting a good testimonial isn’t easy, and for a variety of reasons must not be “written” by someone other than the person giving it. Without putting words in someone’s mouth, then, how do you go about getting good testimonials for your business, website, CV/résumé, etc? [Read more…]

Copywriting: how to write a powerful USP that attracts customers and prospects

Especially – but not only – if you run an SME business, do you know how to express your “USP?” (Unique Selling Proposition/Point?) And do you know why your USP is so important to support your brand?

how to write a powerful USP on HTWB

Is your USP about what you do, or what you can do for your customers?

Recently this topic came up at a very lively regular business networking meeting I attend and I was surprised that some members of the group hadn’t really considered either a) the importance of a USP for any business or b) what it should be based on. Here, then, are some tips on how to identify yours and make it work for your business. [Read more…]

Why network marketers are gagged from writing nearly everything

Welcome network marketer Jenny Hall, who shares an honest appraisal of how network marketers should go about promoting their wares – and how they can avoid being cited as the “bad guys…” Over to Jenny…

Why network marketers are gagged from writing nearly everything

Network marketing companies have to be extra-vigilant to ensure their promotional material is ethical and honest.

The marketing message disasters we see today…

Have you ever seen anything like this online? [Read more…]

How to write better leaflets and fliers – 10 Quick Tips

Much as we depend on the internet to announce and publicise events and business offers, printed documents – leaflets, or fliers as some people call them – are often the first line of action. And that’s especially relevant when you’re looking at a local or otherwise geographical “plottable” area.

And, welcome to our new Back To Basics series on How To Write Better for 2016 … everything you need for business and other writing … simply explained and easy to use.

How to write better leaflets and fliers - 10 Quick Tips

It’s better to stick to a more conversational tone, although obviously you need to match your writing style to the style that’s appropriate for your offer or announcement, and of course for your readers.

Here are my 10 quick tips on how to write better leaflets, so they work harder for you

1. Be sure of exactly what the leaflet has to achieve, and don’t expect it to achieve more than one main objective with perhaps 3 or 4 subsidiary ones. People don’t have the time or patience to absorb more than that. Keep your leaflet uncluttered and inviting to read and look at (see below). [Read more…]

Grownup business video: what really works, and what doesn’t

Over the last few weeks and months here on HTWB we have shared a number of articles and tutorials on how to make the best of video for business and other organisations (or business documentary video) as it exists today, both technically and practically. (NB I do not include video advertising commercials here – different ballgame.)

How to write video that works properly

Sorry if I’m brutal, but with my history of writing and making business videos, you might my find my views interesting…

Having been a corporate video producer, writer and director for more years than I care to admit to, I have watched the way business documentary video has evolved with a great deal of interest.

The good news is that it has become affordable to thousands of businesses and other organisations who couldn’t have dreamt of using it 20 years ago when its production cost many times what it does now. [Read more…]

How to get powerful off-camera interviews for your online video

There is lots of information here on HTWB about how to get good interviews for testimonials and other specific sales activities, whether on video, audio or in print. However using an interview approach for any type of documentary or business video is a very useful and credible way to tell a story – whether sales orientated or not.

How to get powerful interviews for your online video

What you need is a simple way of interviewing people that is comfortable for you (as the amateur interviewer) and them (as the twitchy interviewee.)

So here are some tips on how to get the results you need, whatever the purpose… [Read more…]

css.php