Do you use copywriting tools?

[pmkpmk]

Hi,

back in '98 I used a tool called "www.SitePromoter" from the St. Louis based company POWERsolutions. It was an ugly piece of software (GUI-wise) but it did a good job on focusing ones thoughts and on phrasing good headlines, taglines and content phrases.

However, neither the software nor the company seems to exist anymore - at least as far as I can tell.

Anybody knowing what became of them?

And is there another tool out there helping you to copywrite content?

[pmkpmk]

No one? Everybody doing this "by hand"? Nobody using ANY software related to this? Not even a database for phrases, keywords, etc.?

[engine]

The only tools I use are the word processor and my thesaurus. Add a little research and bingo.

There is no substitute for the human brain and lifelong experience. IMHO.

[Jenstar]

I am the same as engine. Nothing fancy used here, except I sometimes substitute an html editor for the word processor :) It is just one of those natural abilities you have as a copy writer It is knowing how to put things together and knowing how to make them work for the reader.

[Visit Thailand]

Same here all done manually.

[pmkpmk]

Not even an Access database for storing often-used phrases?

[Visit Thailand]

Only the void between my ears I am afraid. To be honest I think you get used to it and it becomes second nature and is probably quicker than using anything automated.

[Tigrou]

I have a system, although it is not fancy and certainly not store bought. I am also not sure if it answers the questions you asked. Oh and one more mandatory caveat, please don't make fun of the sytle here. No audience is more nerve racking than other copywriters especially when the content was written at speed.

Basically I brainstorm the site structure in notepad.

Then I port it over into a .xls sheet.
In the first column I put these "common use names"
the second it has the technical file names (index.html or whatever)
the third has the location of the page content (path)
the forth has the section of the site it belongs to (the path)
the fifth has the quick description of the page / purpose
the sixth could have the target group
the next has the main keyword(s) or key phrase for the page
the next has the secondary keywords for the page
(these two keywords are not META keywords, but rather the main words that I want to optimize for)
the next has the title of the page
the next has the primary header (often in <h1>)
the next has the secondary header
the next has the footer (if it is keyword ladden and changes)
the next could have the Meta keywords
the next could have the Meta description
the next could have an number to indicate which feature box(es) is being used on that page (if feature boxes are included server side and not hard coded)

There could also be columns for the goal of each of the pages.

You get the idea. Then I develop the template for the pages in MS Word and create the content of the pages there. This allows easy exchange with the client.

The creative can get involved before or after the basic template is created. (e.g. she can drive it, or have to pretty up my basic concept).

I have tried many other ways and have found that it works rataher well at least for me. Specifically I find it to:
- be the quickest way
- create the greatest consistency
- produce the least stupid errors
- allow pages to be optimized for various keywords
- provide the best communication with non-computer literate clients
- help immeasurably with briefing a programmer
- remember what the he11 I actually was thinking when I created the site
- allow me to work on the laptop at the lake near my house without Internet connection

OK, again probably this is not what you meant about software, but it is my system. Sticky me with your email if you want me to send a sample of .xls and template.

And speaking of work, gotta get back to that stuff...
Colin

ps I find notepad the best for creative thought - whether it is copy or organizing a nav or organizing PowerPoint presentation etc.. It is a "blank sheet" without lots of buttons and other whistles interfering with free flow focus -- if that makes sense...
pps very minor thing, but I have set Excel to only provide 1 worksheet per new file and to show the last 9 files worked on. It helps.

[edited by: Tigrou at 10:54 am (utc) on Aug. 13, 2003]

[MonkeeSage]

I'm not a professional writer or copywriter, but I do little bit of freelance and non-profit e-writing, and the approach I take to it is just open up the text editor and try to pretend I'm sitting on the porch next to the entire audience, sharing a cup of coffee or tea. The result turns out much more naturally for me that way than to try to sit down and structure the whole thing out. When I do that, I tend to make stiff, rigid presentations that feel more like a formal argument than a casual conversation, and I usually get negative responses ('you're way too serious about...', or 'take a pill, it's just a ...'), or complaints that people have a hard time following my train of thought (I would have thought it just the opposite, but se la vi). To use a Pauline metaphor, I try to become to most to all, that I may reach all the most. Just some thoughts, not advice or anything...actually just some rambling meanderings...so ignore me if I'm being irrelevant (again). :)

Jordan

[claus]

This works for me:

1) A fast word, character, and phrase count (ie. also counting individual words like eg. "are")
2) Advanced search and replace (preferably using regexps or such)
3) A thesaurus and a dictionary plus other relevant reference tools (metrics, quotes, whatever)

4) Writing non-stop start to end, then reading, then editing/re-writing
5) Pause, then re-read, and edit/rewrite (optional)
6) Letting others have a look whenever needed, and often when it's not

7) No - absolutely no - spell-checking tools or automated replacement of words and formatting

One and two is my raw text editor also used for html and such (Notetab). If i must use a word processor i have all advanced features (7) disabled. A patient is not the same as being patient.

/claus

---

Added: Just noticed "headlines, taglines and content phrases"

Now, that's one-liners and not copy to me. I tend to use ink and paper for that if they're not part of a text flow.

Actually for all kinds of "structure decisions" i tend to draw by hand and use spreadsheets as well. Paper is a great aid in keeping focus and developing - computers just can't match the ease of use.

[WordArtist]

You can surely use templates for some common and small writing purposes but not for key projects.

[edited by: engine at 8:06 am (utc) on Aug. 15, 2003]
[edit reason] Self promo removed. See TOS [webmasterworld.com] [/edit]

[pmkpmk]

Now we are getting somewhere. "Wetware" is nice but having other duties apart from the web sites I need some way to organise.

The Excel-idea sounds pretty smart. I guess I use our standard groupware (Lotus Notes) to make a compilation of paragraphs, phrases, taglines and text-splinters and use an adaption of the Excel method when it comes to work on new pages/sites.

I still think that some of the tasks can be simplified by special software. Not the creative task though, but the "administrative" part of it. Maybe I need to look on other websites who cover screenwriting, book authoring or other kinds of authoring.

But thanks for the Excel-idea. Sounds pretty good.

[Jenstar]

Check out the back of Writer's Digest. There are often all kinds of ads for programs and software. You might find something there that will work for you.

[Tigrou]

Hi WordArtist,

I agree you wouldn't want to use a template for every web project, but I do find that the larger the website the more likely that .html templates are used and required. Standard page formats used to be required due to corporate identity rules, but in the past couple years it is also because templates are a key part of content management systems.

I also agree that MS Word templates are, of course, only one way of communicating. I just think that for a web page it is normally the best way to quickly and easily share a vision about each aspect of a page. You don't have to describe where it is on the page -- anyone can see it and interact with it.

That being said yesterday I was working with a client and we didn't use them. We mostly shared a laptop and created 15 pages of (somehow) good human-oriented content in non-templated MS Word. He didn't give a hoot about SEO.

Cheers!
Tigrou

[CBurger]

Writer's friend, software might be what you're looking for. There's another on the market if you'll google "Maurice Smith sales letter" without quotes, I'm sure you'll find it.

Peter

[John_Glube]

Hi,

I realize this is a bit late - however these thoughts might help.

When putting together a headline - I write up a couple of headlines myself - then I use a couple of copywriting software programs on the market to aid me in the process.

I will generate a series of headlines.

Also, I use various headline lists to trigger more thinking - consider these as "swipe files" - along with word lists.

Then I sort through the process again - narrowing it down.

(Also, depending on what you are writing for - some product or service research may be appropriate.)

I then find - letting the project sit for a day or two helps - you will find your mind sifting through the various options.

Once you have a couple of headlines then you have to test -etc.

Presently there are two headline "generator" programs on the market. One is produced by Maurice Smith and the other is produced by Scott Britner.

These programs are best suited for generating headlines for sales copy, not for e-mail messages and the like.

Trusting this helps,

Kind regards,

John Glube
Toronto, Canada