What makes you different from other copywriters?

I and my team write copy that sells rather than just 'words on paper'.  I have personally trained and mentored them all, which guarantees you a single source of high quality copy delivered to a deadline.   

My background is in classical TV, press and radio advertising aswell as direct marketing, working for top London advertising agencies. I've seen at first hand the power of brand advertising and the value of measuring and testing and I bring all these techniques to the copy produced by Words That Sell.

On a personal level, I have spent years both writing and studying copy, and constantly keep up to date with professional reading and copywriting studies - because it's a passion.

Do you specialise in home shopping?

Yes.  I like the immediacy and challenge of ecommerce websites and home shopping catalogues.  It is very different from normal copywriting and graphic design, and there are few people with the skills and experience to do it well and make a real difference.  I enjoy the fact that it is has to be written within a highly proscribed format but also offers scope for creativity.

Can you write search engine optimised copy?

Yes.  In today's digital age, it is an essential skill. Our starting point it to agree a specification with the web developer and the web planner.  This may include elements such as

• Main keywords and sub-keywords (sometimes shown as a cloud tag)
• Long tail keywords
• Keyword maximum and minimum percentages (if appropriate)
• Length (often items need to be at least 150-200 words in length or more)
• Format (for example, bullet points and sub-heads)
• Tone and style
• Call to action
• Internal links (these can sometimes be more important than keywords)

It's important that keywords read naturally and don't feel forced. No-one really knows what Google's spiders really look for as the algorithms change constantly.  However, it's a pretty safe bet that when they do change it's always to favour original, well-written, helpful copy. In fact Google itself recommends focusing on high quality content to improve rankings, saying 'This is the single most important thing you can do'.

Overlaid on to this is the traditional requirement for copy to be compelling enough to persuade the customer to buy your product. After all, there's no point

Are your rates expensive?

We offer a fixed-price copy 'patch' service that is very cost-effective.  A 'patch' is a piece of copy eg: for a single product, category overview, paragraph or introduction.  It is ideal for catalogues and retail websites, and  offers you high quality copy, web optimised copy from a single source.

Have you ever written about widgets?

Chances are, I and my team will be completely new to your industry, especially if it's quite specialised.  However, this is often an advantage as we will have an unpredjudiced, jargon-free view of your business, and may see things from a fresh perspective.    

The fundamentals don't change.  Whatever business you're in, we need to first understand your customers or prospects - what makes them tick, what their needs are and so on.  Then we need to understand your product or service (not just its features, but also the real benefit it offers your customers).  And finally find the most compelling way of getting your message across to your target.

What if I don't like what you've written?

Before I or my team write a word, I will agree with you the purpose of the creative work.  Key questions include:

• What you hope to achieve (ie:  your objective - sales, brochure requests etc)
• Who you're aiming it at (ie:  target audience)
• What you want your reader to think about your product or service
• The offer (if any)
• What you want your reader to do
• Who or what your competition is
• The sort of tone and style you envisage
• SEO specification

This planning is absolutely vital to the success of any project, and can be up to 80% of the creative process.  It means that when you judge the final copy, you can evaluate it objectively - does it meet the criteria we agreed at the outset?

However, we're all only human, and everyone has their own likes and dislikes.  That's why I usually include at least one set of revisions in your quote.  You'll find I'm a team player,  I listen to your concerns, and I work hard to make sure you're happy with the end result.

Do you give a guarantee that I'll sell more?

The direct marketing techniques are statistically proven to help increase response.  I have a track record of writing effective, top-performing letters and catalogues, and years of experience.

However, I cannot make any guarantees that your sales will increase, because there are so many other factors which are out of my control.  These include the offer, the design, the photography, the media, the list, the time of year, and external situations like, for example,  postal strikes, major world events, Northen Rock or the tsunami. 

But common sense tells you that well-planned, well-structured and well-written copy increases your chances of winning more business.

Why can't I write the copy myself?

Of course you can.  Just as everyone who can boil an egg can open a restaurant.

I have studied the craft, worked alongside top professional writers, trained with leading writers like Drayton Bird and Andy Owen and have years of experience.  I know what works - and how to apply it.  That means you'll almost certainly get much better results than going it alone.

It's also likely that the project will be completed more quickly, with less hassle, and in the long run cheaper, than trying to do it yourself.

Where are you based? office is in Hertfordshire, but our clients are spread from Aberdeen to Devon.  With today's technology, we can work together wherever you are. We  do charge for travel expenses, although the first meeting is always free.

Do you do design, artwork, print or PR?

I regularly work with other talented experienced professionals in all the direct marketing disciplines, who I would be happy to recommend for your project.

  Can you provide references?

Yes. Please click on the 'Hearsay' page for some genuine testimonials from existing clients.  If you're serious about working together, I can also  give you the contact details of clients who will be happy to talk to you.

How do you charge?

COPY PATCHES:  We are always happy to provide sample copy 'patches' free of charge and give you a fixed price quote per patch.  A patch would be defined at the outset, and would typically be a product description for a single product, a paragraph of a sales letter or newsletter, an introduction, a category overview for a website or even a simple web page. 

CONSULTANCY:  Mel Henson has a wealth of experience in the catalogue industry, and clients often request consultancy for specific projects or heavyweight copywriting, such as repositioning a brand.  Consultancy is charged by the day, at market rates for a senior consultant. For more information, visit www.melhenson.co.uk

 Consultancy costs are agreed at the outset. If, as sometimes happens, there is a significant amount of additional work, (for example,  because your needs have changed), I will alert you in advance of any likely extra costs, so you'll have no surprises when the bill arrives.

And why are you called Mel?

It's short for Margaret-Imelda.

How can I hire you?

Call  01707 887989  or email mel@wordsthatsell.co.uk.  We'll have a chat, and then you can go away and think about it.   Do get in touch, even if it's early days and you only want to explore the possibility of working together.

If I feel I can help, I'll prepare a proposal and/or a quote for you - we can take it from there.

Can I work for you?

As Words That Sell expands, we sometimes have a need for additional writers to join the team. We train all our writers, and only accept people who can demonstrate a good grasp of English and an understanding of commercial realities.  To become a Words That Sell Writer, you need to first take a copy test, and if successful you would be invited to attend a training workshop and undertake a probationary training period. If you would like to be considered for the Words That Sell panel of writers, please email mel@wordsthatsell.co.uk and request a fact sheet.