False Ode to Copywriting Did you ever write a letter ... about your new design, about your greatest offer ... or perhaps your latest line? Thought to yourself ' this'll really fly- this one will make me rich!' Then you didn't sell but one ... isn't life a bitch? ' Oh woe is me' ... perhaps you said ...( lets keep this ode polite) and then you sat up worrying .. until the dead of night. Something went wrong, its clear to see .. must be the time of year perhaps it was the pricing ... maybe they're just too dear! ' Never mind ... I'll try again .. this time reduce the price, how can they fail ... I don't believe ... that this could happen twice! I'll sell this line ... you wait and see. A million pounds I'll make if I sell fifty thousand lots ... oh yes ... that's what I'll take!' ' I know', you thought ...' I'll do an ad .. that would be alright' and so you sat up worrying for yet another night. ' Must get this right .. this ad must work - Its going to cost a mint! But I must sell my product ... I know I cannot stint.' But, alas, alack, once more ... I didn't make a sale .. another waste of money - where did my new ad fail? With spending all that money ... things will be getting tight and we'd hate to think you're having ... another sleepless night! What you need are some simple words ... a little bit of copy We'll send them over soon enough ... by email - or on a floppy. Here at WORD- right, we know our job ... we understand your plight. We can save you money ... and many a sleepless night! We'll do our job ... help your product sell ... we can even write a ditty, but we normally write more serious stuff - Isn't that a pity? You're in safe hands, you're with the ' prose' ... so you can sleep at night, knowing that you'll get the best ... from your friends, they call .... WORD- right! Joy McCarthy Section 11 - A Bit of Fun - An Ode to Copywriting

False A WORD- right Case Study WORD- right 30 Lords Piece Road Chipping Norton Oxfordshire, OX7 5HT Tel : 01608 642 845 Fax : 0870 486 6650 Email : enquiries@ word- right. co. uk Web : www. word- right. co. uk WORD- right is part of IDEAS- right Ltd Registered in England : 5934818 VAT Registration : 890 2550 22 Business Car Contracts Ltd is an independent vehicle acquisition and management company based in West Sussex. Formed in 1985, the company gives practical, impartial advice to businesses of all sizes, and has purchased over £ 60 million worth of vehicles for its clients. Business Driver WORD- right's association with Busi-ness Car Contracts began in the summer of 2006. Managing Direc-tor Tony Read responded to WORD-right after receiving a mail shot. Business Car Contracts has been sending its newsletter, Business Driver, to its clients for around 23 years. The tone of the newsletter is informative, and it reinforces the company's consultative ap-proach. Tony Read says, " It is cru-cial the quality of our newsletters is professional and reflects our cli-ent relationships." WORD- right's accurate approach Business Car Contracts has been using copywriters for its newslet-ters for some 6 or 7 years now. In the beginning, the relationships with some of the earlier copywrit-ers were not altogether successful. The copy was often too sales orien-tated, and Tony Read frequently had to rewrite a lot of the articles. Working with WORD- right however, has changed this. Virtually none of the copy is changed, as it accu-rately reflects the Business Car Contracts style and company ethos. The newsletter process The Business Car Contracts news-letter features new vehicle models and updates on legislation for busi-ness car users. Tony Read decides on the content, and the briefing information is sent to WORD- right by post, stating the desired length of each article. WORD- right con-duct further research and write up the copy according to the brief. When complete, the copy is emailed back to Business Car Con-tracts for approval, well within the deadline date. Finally the copy is emailed to the printer and the hard copy edition of ' Business Driv-er' is produced. " I originally felt the style of WORD-right's writing met our needs and it has continued to do so. The proc-ess is straight forward and we are delighted with the result. Our newsletters are working well and WORD- right is doing a good job for us." Tony Read, Managing Direc-tor, Business Car Contracts www. businesscarcontracts. co. uk Copywriting Helps Drive Sales for Business Car Contracts Section 12 - A Client Case Study - Business Car Contracts Ltd