If you’re launching a new website, chances are you’ve made sure you’ve got the design and programming locked down. You know your site—your baby—needs to look better than your rudimentary web design skills will allow, and you’re the first to admit you know nothing about even the basics of programming, so you’re happy to farm those out. But the writing? Ah, the writing. Now that’s something you know how to do—and how hard can it be, really?

There’s the rub. And here are a few misconceptions people have about writing website copy.

1. If you can write well (or you’re in marketing), you can write web copy. Well, yes and no. A doctor can probably do a self-appendectomy if necessary, and a stylist can cut her own hair. But better to let someone else do it for a couple of reasons. First of all, it’s hard to get the “angle” just right. And secondly, web copywriting is a special kind of writing. Sure, if you can write, you can learn to write websites and do it well. But you may not want to make yours or your company’s website your first try—at least not without some help.
2. It’s like writing a paper or an article. If you take this approach you may fall into what I call sequentialism, that is, the tendency to want each page to be a continuation of another, “previous” page. But if you take off your writer’s cap and put on your surfing-the-web-at-lunchtime cap, you’ll realize why this doesn’t make any sense. No one reads web pages in the order you think they should. There’s not even any guarantee that web users will enter your site via your home page, although you hope they will (that’s why you’ll make an extra effort to design and write your home page as carefully as you decorate your home’s entryway–because that’s probably the first thing people will see and it represents you).
3. Or, conversely, it’s like writing a bunch of one-page ads. If you write your web copy this way, you avoid the error of sequentialism but can instead fall into the trap of providing no connectedness between pages. When you write website copy, it’s important to keep in mind the overall structure of your website, the pages and subpages that are related to each other by subject, with major points and subpoints called out from page to page–and links between them to lead the reader where he wants to go.
4. Because there is so little copy on a page, it should be easy to crank out in no time. Anyone who writes regularly knows how easy it is to spend hours, nay days, reworking a single paragraph to get it just right. But because web copy can appear to be so much marketing “fluff” to outsiders, it looks easier to write than it is. With web copywriting, just as in any other kind of writing, every word counts. And you should make sure you allot a fair amount of time to the process, taking into account time for research, consulting with your web designer and programmer, and meetings with supervisors and others who have an investment in the final result.
5. I want my website to appeal to intellectuals or experts in the field, so I need to make my copy sufficiently lofty. With this approach, writers can fall into the trap of wordiness, jargon and excess, both in length of copy and in word choice. Web writers need to keep in mind that even the most expert of their site visitors will appreciate well-written, tight copy arranged in digestible chunks through the judicious use of subheads, bullet points and helpful links.
6. I need to cover the page topic thoroughly. This is a tough one. Unless your site is strictly informative, its goal is usually not to have site visitors read every last word of your copy—it’s to get them to do something else, whether that’s to buy a product, sign up for your company newsletter or call you to schedule a service or consultation. The key is to give people enough information to understand what you have to offer without boring them and sending them clicking frantically to get to a competitor’s site that can give them what they want quicker and without all the fuss. I received a wake-up call on this topic when a coworker (who shall remain unnamed) said to me when looking over my home page copy for a client site said, “But who’s going to read all this stuff?” Point taken. I don’t think I ever made that mistake again, and for that I am grateful to the coworker.
7. My cleverly written web copy will be my claim to fame. Don’t we wish. Maybe some of us will get an award for our copywriting excellence. But if we fall in love with our own writing such that we can’t edit it down, or if the “voice” the site copy speaks in is ours instead of the voice needed to speak to site visitors, our web copy will ring false and fail to connect with potential customers.

One helpful resource we’ve used here at Hile is the book Don’t Make Me Think by Steve Krug. Although it’s a book about web usability and not specifically about copywriting, there’s so much helpful information in here, everyone who has anything to do with creating websites should read it. And, more specifically for writers, it can never hurt to take another (or first) look at Elements of Style by William Strunk and E.B. White. You can buy it on Amazon or just about anywhere, or you can save yourself some money and access it online.

Still want to write your own web copy? Go for it. Need a little help? Let us know. Hile provides a variety of copywriting services to meet your web writing needs, from consulting on your copy, to proofreading and light editing, to writing all of the copy for your site.

We’ve all shopped for groceries. It’s part of our daily, weekly or bi-monthly routine. We may experience shopping either as a mundane routine to be endured, or as some in our office have confessed, a fun and relaxing “event.” We all have brands that we buy regularly, others we don’t like and still others that we are willing to try out. Our decisions for the brands we buy can be shaped by word of mouth, trial and error, and advertising and packaging. Products might tout a newly added ingredient (“New and Improved!”) or position themselves with price versus value, nutritional benefits or some other determiner that’s important to us. Some on our staff have even bought products based solely on how cool the package design is—but of course designers are not your typical demographic consumer group!

As we reach for that can of green beans, jar of facial cream or box of breakfast cereal, we may not be aware of all the brainstorming, research and marketing that goes on in support of the products we buy.

This past year a local brand innovation firm, The Arbor Strategy Group (ASG), was acquired by GfK, the world’s fourth largest marketing research firm, and is now known as GfK Strategic Innovation, GfK’s global innovation practice area. The company helps their clients address a variety of growth issues through strategic brand innovation by utilizing a process of identifying relevant, high-potential market opportunities and developing successful new concepts and products to fill those spaces.

GfK Strategic Innovation’s Phil Roos has agreed to share with us about his own background, some insights regarding product branding, and how his company does what it does.

Hile Design: Hi Phil, thanks for taking time to speak with us. For starters, please tell us about your own professional background and how you ended up founding ASG.

Phil Roos: I have a strange background. I started as a CPA, but never actually practiced the craft, and decided instead to go into marketing. I was in brand management at Quaker Oats, where I worked on granola bars and cereals, and I ran the Gatorade business as my last assignment. Since then, I’ve been president of a cookie and snacks company, head of marketing at Little Caesars Pizza, and held a similar position at a leading lawn and garden chain—with a couple of stints in consulting along the way. I have a resume only a consultant would love.

I started Arbor Strategy Group in 1998 as a boutique growth-strategy consulting firm. In 2001, we bought what we now call NewProductWorks, our innovation center located in Ann Arbor, Michigan. It contains the world’s largest physical collection of innovative new consumer products from around the world. We track every new product launch across 300-plus product categories globally, and procure samples of the most innovative for our collection. We also have a database and analytical interface of global new product launches that we use to understand patterns in how categories develop and what innovation will work at a given period in the category’s evolution. We have a tool called the Innovation Tree® that we use to predict what type of innovation will be successful in the future. That has transformed our business, as we now have a way to make disruptive innovation predictable. We now can truly show clients how we can help them to “See the Future” and “Be the Future”—to figure out where the big opportunities of the future are, and then develop winning ideas that will help them capture those opportunities.

We were recently acquired by GfK, which has allowed us to truly apply our knowledge on a global footprint, as GfK has offices and local expertise in over 100 countries.

HD: Wow, you’re right, that’s quite a resume. And I wonder how you stay so fit and trim while working with all those snacks, cookies and pizzas? You must have strong willpower!

I remember the first time I visited your office (which is very cool) here in Ann Arbor. When I walked in and saw your NewProductWorks, I thought I’d entered a grocery store! It’s really fun and informative to select a product from the collection and see its marketing history expressed through its various packaging and messaging over the years. I also enjoyed seeing products and packaging from different parts of the world—fascinating.

Speaking of packaging, share with us what makes for an effective brand, and how do consumers’ buying habits affect the messaging of a brand?

PR: The most successful brands are able to connect with consumers’ emotional needs. This is particularly true of brands that cross multiple categories. They “own” a consumer emotional space that allows them to transcend the dynamics of different categories. Beyond emotional benefits, what is critical is that the brand backs that up with the product features and functional benefits that are right for a particular point in time. Consumer emotions don’t change much, but the features and functional benefits they see as addressing those needs change all the time. Hitting the market with the right message and product bundle at the right time is critical to success.

HD: Got it. I bet a lot of people reading this article don’t realize that emotion is a part of their buying process, but it is.

Does the process differ between rebranding an existing product compared to launching a new product?

PR: Truthfully, there isn’t much difference. The key is in understanding where the market and consumer are in their evolution, and delivering the right bundle of benefits to match the current and emerging needs. With an existing brand, you have the existing equity and baggage of the brand to fit into the equation. That means that whatever track you take in addressing the market opportunity needs to be approached through the lens of all of the good and bad that the brand brings to the situation.

HD: Yes, one brand that comes to mind in terms of consumer evolution is how Cheerios has adjusted its marketing message to position itself as more than just a nutritional cereal. With the aging of the U.S. population, it now includes messaging about its cholesterol lowering benefits.

You mentioned that one of the reasons that companies come to you is to help them determine future consumer buying trends. Can you share more about NewProductWorks (NPW), and how it is used in this process?

PR: NPW plays a key role both in “See the Future” (i.e. identifying the big future strategic opportunities for innovation) and in “Be the Future” (i.e. developing specific winning innovation concepts/ideas). In “See the Future,” the product collection and database are central to analyzing innovation patterns to determine “what’s next” in terms of successful innovation in a category or market space.

HD: I see. Can you share about the process of product ideation—that is, when your team and the client meet to work together? What does a day of ideation look like?

PR: Among other things, our consulting and client teams (and even consumers) “shop the collection” for inspiration from other categories, other parts of the world and other points in time (we have about 30 years of historical product categories, and I’m sure you’ve heard the phrase “there is no such thing as a new idea…”) to generate ideas for a market space or category in which they are trying to innovate.

HD: Can you share with us what you see as growth spaces within the grocery industry in the next 10 to 15 years?

PR: In our model, we think about there being four cornerstone consumer motivators that drive consumer interest in any given product or product category: Gratification, Wellness, Convenience and Safety. Gratification is where you’d find benefits like taste, indulgence and customization “for me”—anything that says, “I’m worth it”—and the other three motivators are probably pretty self-explanatory. There are many different dimensions of each (e.g. under Wellness, you can have Holistic Wellness, Prevention of Disease, Performance, etc.). We see a future with tremendous advancements against all of these drivers, as consumers look for ever more powerful ways of getting their needs met. We see particular advancements in Wellness and Safety. We expect to see many more food and grocery items that purport to prevent disease and to deliver an even higher order of wellness needs, such as giving you a sense of personal fulfillment and well being. In the Safety area, we expect continued advancements in the area of sustainability: from natural, to organic, to locally grown, to new and more advanced ways of “doing the right thing” for your community and the planet. It should be an exciting next decade.

HD: I’m particularly happy to see companies being more concerned about sustainability. Since our own firm creates packaging for several different industries I can say that this is at the forefront of much of today’s packaging. For instance, there are new blister plastics created from cornstarch, as opposed to petroleum-based chemicals. Although they aren’t quite as clear as the traditional petrol plastics, a lot of research is going into refining the new materials so that they are of equal quality, while being biodegradable.

As mentioned earlier, last year your company was bought by the German marketing research agency, GfK AG. Was selling the company that you founded a difficult decision to make, and could you describe the benefits that you’re seeing with the new relationship?

PR: Partnering with GfK was an easy decision for us—a natural given where we were in our growth trajectory. The innovation business is becoming increasingly global, and being part of GfK gave us the ability to much more easily serve large global clients across multiple geographies. GfK also brought other infrastructure benefits that would have been difficult for a company our size to build on our own. So, it was a good match.

HD: Sounds like it’s what you needed to do to stay competitive. We just hope your branch stays here in Ann Arbor. We like you guys.

Finally Phil, get innovative. If you were a brand of beer, would you be a pale ale, a lager or a fancy import?

PR: Beer, like every other consumer product, is occasion-driven. When I’m having a special “me moment,” I’m a super-premium Weiss beer. When I’m watching the Red Wings with my brother, Bud Light does just fine.

HD: Thanks Phil. We wish your company continued success, and we’ll be thinking of you next time we’re buying groceries. I don’t suppose you hand out savings coupons, do you? No, didn’t think so!

For more information about The Arbor Strategy Group (GfK Strategic Innovation) and NewProductWorks, visit Arbor Strategy’s website.

Last week it was announced that our local paper, The Ann Arbor News, is going out of business in July 2009 after delivering the paper to local readers for nearly 175 years. Of course I was aware of the dire state of the newspaper industry, which has been in mortal decline for the past decade. But it never really hit home to me. Those were other newspapers going under—not mine!  The main reason for the decline of the newspaper industry is the loss of ad revenues. Advertisers aren’t placing newspaper ads like they used to, preferring instead to spend their precious ad dollars on online advertising as well as other new media. In response, most newspapers have developed online editions too, but it hasn’t helped them much because they can’t charge anywhere near the same fees for online advertising as for their paper editions.

The root cause: People under the age of 30 don’t typically rely on newspapers for their news the way people my age do. Readership has steadily declined and that is not good for papers trying to convince advertisers about the benefit of print advertising. Of course the state of Michigan’s economy with its dependency on Detroit’s desperate auto industry hasn’t helped. Those big splashy full- and half-page ads for this or that car model have gotten pretty scarce.  But one of my staff told me that the loss of revenue is due less to large splashy ads, and more to those small classified ads you see in the back of the paper. Why spend money on a classified when you can post your job opening or your “Used lawnmower for sale” on craigslist for free? I know a lot of companies that post all their job postings on craigslist, and we did too the last time we had an open position at our ad agency.

I think I was in denial. The truth is I could see it coming. A couple of months ago the paper announced its intent to focus on local news (since a daily can’t compete with the near real-time release of an online news service). That must have been a last-ditch effort to provide something unique, and it made sense, but it was too little, too late. Since then I saw the paper shrink precipitously in size. While I still received both the daily and weekend editions, I complained a lot to my wife about how skimpy the paper had become. Why were we still paying for this puny thing?

Truth be told, I’ll tell you why. Because after coming home from work and eating dinner, there is nothing quite so pleasant as settling in my easy chair, feet up, reading the daily paper. I don’t care if it dates me. I love it. But there is hope! The local news is not going away completely. A new web-based media company called AnnArbor.com will step in to provide online national and local news in lieu of the daily paper edition, and they will even produce a printed edition on Thursdays and Sundays.

I know that the way people access news and information will continue to evolve. And I realize that I may be one of the last people in my office to appreciate a printed paper, but I hope that newspapers like the Wall Street Journal and magazines like Time will stick around. My easy chair lends itself much better to reclining with printed materials as opposed to trying to read from a laptop balanced on my chest. It crimps my neck.

Read more on the passing of The Ann Arbor News.