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	<title>words for you &#187; How to write</title>
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	<link>http://words-for-you.co.uk</link>
	<description>Direct response copywriting, SEO copywriting by Eileen Parr</description>
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		<itunes:summary>Direct response copywriting, SEO copywriting by Eileen Parr</itunes:summary>
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		<itunes:category text="Society &amp; Culture"/>
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			<title>words for you</title>
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		<title>Writer&#8217;s Little Book&#8230; with BIG IDEAS</title>
		<link>http://words-for-you.co.uk/how-to-write/writers-little-book-with-big-ideas-2.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writers-little-book-with-big-ideas-2.html#comments</comments>
		<pubDate>Mon, 26 Jan 2009 11:44:43 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[how to improve your writing]]></category>
		<category><![CDATA[how to manage a writing project]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=389</guid>
		<description><![CDATA[Book Launch event update.
Two days to go now and we&#8217;re rounding up all the things we need for the launch on Wednesday.
Collecting the book itself tomorrow &#8211; WOW &#8211; I know I saw the proof copy but this will be the real thing.
The printer was telling me about one of his friends who saw the [...]]]></description>
			<content:encoded><![CDATA[Book Launch event update.
Two days to go now and we&#8217;re rounding up all the things we need for the launch on Wednesday.
Collecting the book itself tomorrow &#8211; WOW &#8211; I know I saw the proof copy but this will be the real thing.
The printer was telling me about one of his friends who saw the book in the proof copy and wanted to know when he can buy it. Soon as we launch, it will be available from the website, www.writerslittlebook.co.uk 
There are all sorts of things over there now with some video, me on camera, I hate it! Plus you can now follow me on Twitter and we&#8217;ve set up a ning group.
So head over there &#8211; once the launch is over then we can pay more attention to the online stuff. Lots of ideas, lots of plans with two more books in process, another product ready for production, and an audio product in creation.
Costs you nothing to join the Writer&#8217;s Little Book Club and it&#8217;s the only way you&#8217;ll hear about what we&#8217;re planning!
Come and join us and see how we can help you with your writing.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writer&#8217;s Little Book&#8230; with BIG IDEAS</title>
		<link>http://words-for-you.co.uk/how-to-write/writers-little-book-with-big-ideas.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writers-little-book-with-big-ideas.html#comments</comments>
		<pubDate>Mon, 19 Jan 2009 12:33:32 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[events]]></category>
		<category><![CDATA[how to write a book]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=384</guid>
		<description><![CDATA[We&#8217;re making progress every day towards the launch on 28th January.
If you&#8217;re in the Nottingham area and would like to join us at the event, go to www.writerslittlebook.co.uk and request an invitation.
I&#8217;m publishing the book myself because I believe that with the digital printing revolution and the rise of social media networking for businesses, that&#8217;s [...]]]></description>
			<content:encoded><![CDATA[We&#8217;re making progress every day towards the launch on 28th January.
If you&#8217;re in the Nottingham area and would like to join us at the event, go to www.writerslittlebook.co.uk and request an invitation.
I&#8217;m publishing the book myself because I believe that with the digital printing revolution and the rise of social media networking for businesses, that&#8217;s the way ahead for many authors. That&#8217;s what we&#8217;re going to help promote in the Writers Little Book Club and offer training to show you how to do a great job with your book.
All our training and other things we offer via the Club will be as practical and down to earth as we can make them because I believe that small steps work, encouragement is vital and passion is where we begin.
Come and join us for the launch or at the club.
We&#8217;re going to have some fun with it and we&#8217;d like to share it with you.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writer&#8217;s little book&#8230;with Big Ideas</title>
		<link>http://words-for-you.co.uk/how-to-write/writers-little-bookwith-big-ideas.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writers-little-bookwith-big-ideas.html#comments</comments>
		<pubDate>Thu, 18 Dec 2008 11:22:15 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[writer's little book with big ideas]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=350</guid>
		<description><![CDATA[When I worked at a medical equipment company and we designed and took to market 7 products in 5 years. My boss always said it was the last 5% of a project that was the hardest to do.
That&#8217;s because the enthusiasm takes you so far, then you knuckle down to improve it. But the final [...]]]></description>
			<content:encoded><![CDATA[When I worked at a medical equipment company and we designed and took to market 7 products in 5 years. My boss always said it was the last 5% of a project that was the hardest to do.
That&#8217;s because the enthusiasm takes you so far, then you knuckle down to improve it. But the final little polish&#8230; that can be the really tough part. It&#8217;s where many people fall down because they want stuff to be perfect. And it should be as near as possible.
Better though that it&#8217;s out.
We&#8217;re in the last 5% polishing stage of the producing the Writer&#8217;s little book&#8230; with Big Ideas. And we have a printer&#8217;s deadline staring us in the face. So we&#8217;re having to gather up all our resources which I have to admit pre-Christmas break are fading. We&#8217;ll do it though, then we can relax over Christmas and look forward to the launch in January.
The website is up now though we haven&#8217;t finished the back end yet and we&#8217;re like swans paddling madly.
If you&#8217;ve ever been in that situation you&#8217;ll know what I&#8217;m talking about.
The bottom line though is that the book is done and that come January it will be out and we can look forward to the next one. (Just in my head at the minute but soon to be on the page).
The Writer&#8217;s Little Book team got together for lunch yesterday to plot and plan some more things to offer, like training and videos.
So look forward to more reports of the book&#8217;s progress after Christmas and an update of this site.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writing &#8211; what do you love about it?</title>
		<link>http://words-for-you.co.uk/how-to-write/writing-what-do-you-love-about-it-2.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writing-what-do-you-love-about-it-2.html#comments</comments>
		<pubDate>Wed, 26 Nov 2008 12:42:26 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[Mitsuko Uchida]]></category>
		<category><![CDATA[writing with passion]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=336</guid>
		<description><![CDATA[People ask me where I find my inspiration when I&#8217;m writing for myself and for clients. Well the answer is
all over. On Sunday I went to Birmingham to a concert at Symphony Hall. For years I&#8217;ve wanted to see this pianist but she very seldom comes out of London to play.
On Sunday I had the [...]]]></description>
			<content:encoded><![CDATA[People ask me where I find my inspiration when I&#8217;m writing for myself and for clients. Well the answer is
all over. On Sunday I went to Birmingham to a concert at Symphony Hall. For years I&#8217;ve wanted to see this pianist but she very seldom comes out of London to play.
On Sunday I had the chance to see her not only play but also direct the orchestra she was playing with. What&#8217;s this got to do with writing?
One of the hardest things when you start to write is to develop your own voice. That essential part of you that comes across when you write anything. Needed for business work when you have to create the voice that is the business in whatever is on the web.
Essential when you write fiction where it&#8217;s your unique insights and ways of describing things that make you stand out.
The pianist I saw, Mitsuko Uchida has that distinct voice in abundance. I&#8217;ve listened to her records and speaking on the radio many times and what comes across most is her enthusiasm for the music she plays. Not simply that she plays the notes correctly, but that she puts across her love of the music and shares it with her audience.
And it shows in the energy of the performances and the connection she makes with her audience.
On a wet, dark afternoon in Birmingham she created an unforgettable experience for us all with her passion for Mozart and his music blazing through the hall.
I sat in the audience thinking that&#8217;s the best kind of music making and the best kind of writing.
Writing fuelled by honesty and passion to make a connection.
]]></content:encoded>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>How to write</title>
		<link>http://words-for-you.co.uk/how-to-write/how-to-write-2.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/how-to-write-2.html#comments</comments>
		<pubDate>Wed, 05 Nov 2008 10:50:12 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[clear writing]]></category>
		<category><![CDATA[how to write without jargon]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=315</guid>
		<description><![CDATA[Last week was so busy with keeping up with client work and delivering the workshops. I came to some interesting conclusions
about writing after taking part in them. Some of the exercises were designed to try to help them understand that everyone writes differently and will look at text in an individual way.
I took a proof [...]]]></description>
			<content:encoded><![CDATA[Last week was so busy with keeping up with client work and delivering the workshops. I came to some interesting conclusions
about writing after taking part in them. Some of the exercises were designed to try to help them understand that everyone writes differently and will look at text in an individual way.
I took a proof reading/editing exercise and asked them to find the queries. Since I&#8217;d created the exercise I thought I knew where the mistakes were. What happened was that they came up with all kinds of queries that I hadn&#8217;t included.
Fascinating.
And one other exercise was again to see how people approached a piece of text. I took a copy of an article from the Guardian. Now laying aside the political stance of the Guardian, I&#8217;d chosen an article of around 700 words on a general topic.
Not only did they not like the article, they criticised the language, the layout and the approach of the writer. I asked them to pick out three key points in the article. In the time given for the exercise, one delegate scanned the article three times, one gave up at the end of the second paragraph and the three people I chose all picked out different points.
This underlines something I&#8217;ve been taught with my writing research and work, that we have no idea how your reader will approach, read or understand your text. Now this may not seem very important if all you&#8217;re doing with your writing is creating notes in a formatted system. Though even there the clearer you make the information the more chance you have of understanding it when you or someone else goes back to it.
When you extend your writing to persuasive writing in reports, or sales proposals, then that becomes of paramount importance. And it&#8217;s important also if you&#8217;re producing training manuals or help material.
I hoped of course that the workshops were useful to the attendees. I received some productive feedback to say they had. But it taught me as much as it taught them.
One other thing that came up in all three workshops was the issue of e-mails, their protocol and the general effect of the increased use of emails in business.
More on that when I&#8217;ve had time to reflect.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writing for challenging times</title>
		<link>http://words-for-you.co.uk/how-to-write/writing-for-challenging-times.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writing-for-challenging-times.html#comments</comments>
		<pubDate>Mon, 06 Oct 2008 10:27:11 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[better writing]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=270</guid>
		<description><![CDATA[I&#8217;m sure that you&#8217;ve seen many articles recently full of doom and gloom about the financial crises. This isn&#8217;t one of them because
while I realise that many people are going through tough times, if you&#8217;re in business you can&#8217;t allow yourself to be negative.
What seems to happen is that when budgets are cut, the first [...]]]></description>
			<content:encoded><![CDATA[I&#8217;m sure that you&#8217;ve seen many articles recently full of doom and gloom about the financial crises. This isn&#8217;t one of them because
while I realise that many people are going through tough times, if you&#8217;re in business you can&#8217;t allow yourself to be negative.
What seems to happen is that when budgets are cut, the first thing that goes is the marketing budget. Which is demented because it&#8217;s the very time that you need to make sure that you&#8217;re keeping in touch with your customers.
Which these days, has to mean updating your website, strengthening your newsletters, powering up your email marketing and making the most of every means available to you to keep the contact going.
It doesn&#8217;t matter if you can do it in-house or you employ someone but please keep on writing. Keep on stressing the benefits of what you can do and keep on listening to what your customers are saying.
Yes they&#8217;ll be looking for a good deal, but they also need you to understand their challenges and issues.
All economic systems are cyclical. For some businesses now the cycle has reached boom time. Insolvency experts will be rubbing their hands. So what do they need that you can offer them?
It&#8217;s very tempting to sit back and say that we have to ride it out. It&#8217;s more important that we plan and create a strategy to benefit from the situation as it is.
Remember, many fortunes were created in the Great Depression of 1929. Many more will be created as a result of this situation.
Why not be one of them?
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How to write &#8211; clearing the slugs out of your writing</title>
		<link>http://words-for-you.co.uk/how-to-write/how-to-write-clearing-the-slugs-out-of-your-writing.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/how-to-write-clearing-the-slugs-out-of-your-writing.html#comments</comments>
		<pubDate>Wed, 03 Sep 2008 11:22:28 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[how to edit]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=182</guid>
		<description><![CDATA[Editing is a dirty word to some writers. And not only creative ones but also&#8230;
Business writers suffer from word excess just as much as any other type of writer.
I think that&#8217;s often because they come to write without a clear focus.
Less is more. That&#8217;s what one of my clients was saying to me today. What [...]]]></description>
			<content:encoded><![CDATA[Editing is a dirty word to some writers. And not only creative ones but also&#8230;
Business writers suffer from word excess just as much as any other type of writer.
I think that&#8217;s often because they come to write without a clear focus.
Less is more. That&#8217;s what one of my clients was saying to me today. What she was talking about was delivering a presentation. That you can be submerged in paperwork and lose the thread of what you&#8217;re saying.
It applies equally to writing. At the very least you&#8217;ll help yourself if you jot down some headings/headlines for what you want to write.
Looking at a piece of text can be very disheartening for many readers, even if they don&#8217;t actually suffer from any form of word jumble or disorientation. Too much text to work through is hard work.
I don&#8217;t know if you garden, but it&#8217;s coming the time of year when plants need a good haircut. Gives them a rest from producing growth, gets rid of any pests they&#8217;re carrying and reveals the shape.
All text can have a shape and you can&#8217;t see the shape and structure if it&#8217;s obscured by too many adjectives and long sentences. (get rid of the slugs and snails hiding in your words)
Next time look at something you&#8217;ve written, see by how much you can pare it down. Like Michaelagelo chip away till you find the beauty within.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How to write &#8211; more about headlines</title>
		<link>http://words-for-you.co.uk/general/how-to-write-more-about-headlines.html</link>
		<comments>http://words-for-you.co.uk/general/how-to-write-more-about-headlines.html#comments</comments>
		<pubDate>Wed, 27 Aug 2008 10:23:23 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[General]]></category>
		<category><![CDATA[How to write]]></category>
		<category><![CDATA[headlines]]></category>
		<category><![CDATA[how to write headlines]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=157</guid>
		<description><![CDATA[I know I always talk about headlines but they are so important.
One of my clients sent me drafts of two press releases recently to check out.  They did have a headline for each but the problem was that&#8230;
the headlines didn&#8217;t really say anything.  In each of the releases they were trying to appeal [...]]]></description>
			<content:encoded><![CDATA[I know I always talk about headlines but they are so important.
One of my clients sent me drafts of two press releases recently to check out.  They did have a headline for each but the problem was that&#8230;
the headlines didn&#8217;t really say anything.  In each of the releases they were trying to appeal to a particular segment of the business market.
Specifying your target market is the fastest way to improve your results.  Why?

You make them sit up and take notice.
You eliminate all those who might waste your time by asking dozens of questions and then not be interested. (what the Americans call &#8216;tire kickers&#8217;)
You connect them to their problem and your solution.

That&#8217;s why this headline is perfect.
Bunions?  Get relief in 5 days using&#8230;
If you don&#8217;t have bunions, you&#8217;ll immediately switch off.  If you do, as one of my friends does, you will immediately look to see what they can do for you.
Simple.  Straight to the point.  Effective.
]]></content:encoded>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Writing&#8230; with passion</title>
		<link>http://words-for-you.co.uk/how-to-write/writing-with-passion.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/writing-with-passion.html#comments</comments>
		<pubDate>Wed, 20 Aug 2008 08:57:10 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=164</guid>
		<description><![CDATA[I&#8217;ve written about passion recently in the blog and I wanted to re-visit that again.
Have you been watching the Olympics?  I&#8217;m not a sporty person but&#8230;
for sheer passion and buzz you couldn&#8217;t really have beaten the opening ceremony.  Even my friend who hates sport(except for motor racing and other associated petrol head things) [...]]]></description>
			<content:encoded><![CDATA[I&#8217;ve written about passion recently in the blog and I wanted to re-visit that again.
Have you been watching the Olympics?  I&#8217;m not a sporty person but&#8230;
for sheer passion and buzz you couldn&#8217;t really have beaten the opening ceremony.  Even my friend who hates sport(except for motor racing and other associated petrol head things) had to admit that it was wonderful.
And my writing and working schedule has been re-arranged on many occasions in the past couple of weeks because I go down to make a drink, switch on the tv just for five minutes and then get hooked!
I can&#8217;t claim to have any connection with her at all apart from we both live in the same county but wasn&#8217;t incredible to see Rebecca Adlington win&#8230; not once but twice!
Sport like life is a roller coaster; the ups and downs of triumph when you perform out of your skin and disappointment when things go wrong.  What I love is that they&#8217;re so committed.  To watch someone who has devoted four years with one aim in mind; that takes guts and motivation.
Sport is their business and I look at mine and think how can I be committed in the same way. It is the passion which takes you through those learning curves.  Through the times when you seem to be standing still and through the times when you accelerate.  To get the result you want.
This month I&#8217;ve spent a lot of time thinking about what I want to achieve with my business in the next twelve months.  I&#8217;ve set some ambitious writing goals and am locking in place my training schedule to get me there.
And as vital, I&#8217;m building my back up team without which no athlete can acheive.
I&#8217;ll be telling you more about my goals in the next few weeks and I hope that in achieving them I may be able to help you achieve yours.
I screamed hard at the tv every time any of our sports people were performing. Maybe I should scream hard, in private of course, on my own behalf
]]></content:encoded>
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		</item>
		<item>
		<title>How to write &#8211; Quick Tips</title>
		<link>http://words-for-you.co.uk/how-to-write/how-to-write-quick-tips-3.html</link>
		<comments>http://words-for-you.co.uk/how-to-write/how-to-write-quick-tips-3.html#comments</comments>
		<pubDate>Wed, 13 Aug 2008 09:37:40 +0000</pubDate>
		<dc:creator>eileen</dc:creator>
				<category><![CDATA[How to write]]></category>
		<category><![CDATA[how to improve your writing]]></category>
		<category><![CDATA[writing tips]]></category>

		<guid isPermaLink="false">http://words-for-you.co.uk/?p=148</guid>
		<description><![CDATA[How to improve your writing 
Quick Tips 4 Writing headlines
Why write headlines?  If you were going to a theatre or a museum or a cinema, how would you feel if on the outside of the building there was no indication of the events taking place?
The posters or the neon signs give you a quick [...]]]></description>
			<content:encoded><![CDATA[How to improve your writing 
Quick Tips 4 Writing headlines
Why write headlines?  If you were going to a theatre or a museum or a cinema, how would you feel if on the outside of the building there was no indication of the events taking place?
The posters or the neon signs give you a quick reference to what is happening within the place.
That&#8217;s the function of a headline.  It&#8217;s a shorthand indication of what the copy is about whether on a website or a sales brochure.  You can then immediately decide if you want to read on.  If it&#8217;s a product or service you&#8217;re looking for then you&#8217;ll know it might help.  If not you can stop wasting your time and go elsewhere.
That&#8217;s why it&#8217;s important on websites that as soon as your visitor lands on the page they can find what they want.
Not including a headline means:

You&#8217;re making them work hard to find what they need.
You&#8217;re missing a chance to put across your unique offer.
You&#8217;re wasting valuable real estate at the top of your website page or brochure.

3 tips for writing headlines

Offer a solution &#8211; how to attract more customers; how to save money with us; how to find a bargain
Focus on the problem they want to solve &#8211; do you want to lose weight in time for your summer holiday; do you want to stop the weeds coming up on your drive; do you want to find a bargain holiday
Create curiosity &#8211; what never to eat on an aeroplane; how doctors stay healthy; where to find that special outfit

Creating a headline also helps you to drill down into the real &#8216;USP&#8217; of your product or service.  The one thing that other companies can&#8217;t do or offer can provide you with your winning headline.
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