Today at Bluewire we have been discussing how important it is for a website to reflect the character and personality of the business that it represents. When it comes to design this is obvious – you don’t need to explain to companies that the way their website looks will reflect the way people see their business. But when it comes to copywriting, it seems people are less convinced.

Of course, design is important. Not only the way the website looks, but also the way it works will affect customer satisfaction. But what about the words?

Too often, websites are chock full of overly technical terminology. Sure, it might make perfect sense to the person that wrote it – someone that works for that company and understands the industry lingo. But what about the customers?

This can be seen on websites that cover less than simple topics. Few people enjoy spending their time decoding superannuation industry speak for example, so it’s important that the content is simple and succinct. If something is explained in lay terms and saves a customer time, they are going to walk away pleased. And we all know that’s good for business.

Another mistake many companies make is to divide the copy work up between the faculties or areas of business that cover that topic. Sure, it’s important to get a draft from the people that know what information actually needs to be covered, but it’s equally important for those ideas to be brought together into a united body of information. The tone of a website should not be fragmented by the varying styles of multiple authors – instead, it should reflect the company or organisation as a whole. Left to the devices of a range of authors with no editor, some pages will be long, some short, some simple, some technical. The person using the website will come away with a confused range of ideas about what it is the website is trying to communicate.

A great example of a company with a strong personality is Virgin. Across all platforms – whether it be online or off, the character of the company is clear. This is delivered in unifying design, but also through copy. Virgin feels like an approachable, casual and friendly company and this comes down to the way they deliver information – through the type of language they use, as well as the design.

The aim of the game is to create a voice for your company that people will recognise and remember. So even if the copy is written in-house, think of your company (and your website) like a person.

Because while certain language and clothing suit some people and not others, the same can be said of design and copy.

When writing for your company always ask the question “does this suit us?”

Copywriting Brisbane: For copywriting with character call Bluewire Media on 1300 258 394.

The Hot Seat with Bluewire Media

Shortly, Toby & I will be in the “Hot Seat” being grilled by a panel of three experts!  The event is being organised by The Source – a group that fuels young professionals in Brisbane.

It should be an exciting night & I’m looking forward to the questions the panellists and the audience throw our way.  A big thanks to Adam Penberthy from Fresh Marketing for the opportunity to be involved!

Details: 5 November 2009 at 6:00pm
Location: Sky Lounge, The Stock Exchange Hotel, 131 Edward Street, Brisbane
Time: 6pm to 9pm
Cost: $35 per person
Includes: Drinks and Platters

HOT SEAT BACKGROUND (from their website)

How many times do you get the opportunity to grill a local corporate highflyer, finding out intricate details about how they have made it to the top of their game?

The Source Hot Seats are your opportunity to not only hear from some of the countries leading young entrepreneurs and corporate legends, but to ask them questions relevant to you and your areas of interest.

Join us for what will be a fantastic evening of inspirational conversation, friendly banter, some networking and of course a bit of food and drink – see you there!

THE PANEL

Karla Hannant – Change Manager, Management Effect
Mark Ross-Smith – Head of Innovation, SMS Fun
Julian Creagh – Solicitor, Quinn & Scattini Lawyers

MC
Adam Penberthy-  FRESH

• Apple bucks recession trend with record sales and profits — The Guardian
• Speaking of Apple, check out their new Magic Mouse — Apple.com
• Fix it — Even if it ain’t broke — Fast Company
• Focusing interaction design with design strategy — UX Booth
• A place to ask questions about the user experience disciplines — UX Exchange
• Bing, Google integrate Twitter in search results — Sydney Morning Herald
• It’s RIP Vista as Windows 7 is launched — Sydney Morning Herald

 
Innovative online advertising from Apple…

• Human Centered Design Toolkit — IDEO
• Millions set to disconnect their fixed-line phones — Sydney Morning Herald
• The new Steve Jobs unveils new iPod Nano — Sydney Morning Herald
• Helvetical turns Google Calendar into a thing of beauty — Life Hacker
• Showcase of fresh and well designed online shops — Smashing Magazine
• 5 tools to increase accessibility — UX Booth
• User experience designer vs creative director — UX Booth
• Bosses return to 1950s management style — News.com.au
• Facebook’s experimental notifications app for Mac is very, very slick — TechCrunch

 
And just for fun…

This commercial from SAAB has been executed really well. And the concept of ‘changing perspectives’ is great too.

Recently, MiniMovers founder & owner, Mike O’Hagan shared his thoughts on using the web to increase business profits.  Mike had just returned from the United States when he gave his presentation.

Highlights from the presentation and the MiniMovers story:

• Give customer what they need, NOT what they want
• Exceed expectations by adding unexpected value in every step of the process
• Marketing can be summed up by “getting people talking about you”
• Social media allows you to do three things:  Entertain, Inform or Comment

In this short interview with Bluewire Media after the event, Mike O’Hagan shares how to use social media to promote your business.

Mike continued by making the following observations.

Advertising has changed.
Now people will firstly google, then look at a website, then read reviews by other people.  These days people rarely make decisions based on traditional ads because Google makes it so easy to get “real” reviews on companies. This transparency is what is changing the advertising world.

Plus you don’t need top quality for YouTube videos
Some of best viral videos are shot in-house on digital cameras.  Blendtec’s “Will It Blend?” video series has had enormous success and the video of them blending an iPhone has had over 10 million hits alone.

And PR has changed too.
No longer do you just send a press release to journos & cross your fingers. Now journalists are sourcing their stories from the Internet on sites like blogs, PRweb and PRnewswire.

It’s well worth checking out Mike O’Hagan if you get the chance.

PS. Mike has been very generous with his time in mentoring Bluewire Media since the early days in 2005 when he addressed the small business group we were a part of.  Thanks for your support and guidance Mike!

PPS. Mike’s presentation was organised by Freedom Events and it was hosted in excellent facilities and with friendly, personal service – well done!

Web Design Brisbane: If you’d like to know how Bluewire Media can help your business, please contact us on 1300 258 394.

A big congratulations to the team at CumminsNitro!

They have just been awarded 2 Grand Prix awards at the Cannes Lions 2009 56th International Advertising Festival for their ‘Best Job in the World’ campaign.

For those of you who have been living under a rock and managed to miss the publicity that surrounded this very successful campaign, head to the Cannes Lions 2009 website to check out their awards for Public Relations and Direct Marketing.

Great job guys!