Following is the recap and transcript from the May 26th #smbiz chat on copywriting.

@Smbiz Please welcome tonight’s #smbiz panel of webinar experts: @lindadonahue @markdresner

@smbiz Q1 What is the difference between copywriting and the way you would regularly write for your business? #smbiz

@markdresner Q1:: Direct response copywriting is less formal in tone and style than normal “business” writing #smbiz

@markdresner Q1: The goal is to carry on a conversation with you prospect or client. #smbiz

@lindadonahue @smbiz Copywriting in general is about having a dialogue w/your audience. #smbiz

@markdresner Q1: Big fancy words aren’t necessary and can actually hurt your response #smbiz

@karatcopy have to really know yr audience to connect –need & solution #smbiz

@smbiz Q2 Should you approach copywriting differently depending on if you’re a B2B or B2C company? #smbiz

@markdresner Q2: Yes and no. You’re always dealing with people whether B2B or B2C – so the general approach is the same#smbiz

@lindadonahue Q2 Both are about knowing your audience, and that’s who you’re writing to. What’s the voice you want your company to have? #smbiz

@markdresner Q2: However, in B2B copy you’re selling to two different needs: the Company needs and the decision maker’s needs #smbiz

@markdresner Q2: Buying your product MAY be a good move for the company – but if it complicates (or creates risk) #smbiz

@lindadonahue Q2: I agree with @markdresner in that B2B is about reaching two audiences. #smbiz

@markdresner Q2: for the decision makes you may not make a sale. #smbiz

@karatcopy Q2 agree with panelists. Consumers still want to connect with people #smbiz

@karatcopy Q1 &2 In response to knowing yr audience, has everybody seen the ad age piece on dell’s failure with it’s Della brand? #smbiz

@DIYMarketers Q2: Businesses don’t make decisions to buy, people make decisions to buy. Write copy for people #smbiz

@smbiz Q3 Should you approach copy for a printed brochure differently than copy for a Web site or email? #smbiz

@markdresner Q3: The general rules of copywriting certainly apply #smbiz

@lindadonahue Q3 Absolutely. With a printed piece, you have something that has a shelf life. #smbiz

@markdresner Q3:And all the elements of a good sales letter are in the brochure #smbiz

@wvpmc Q3 Both the audience and the medium should lead to different styles of copywriting #smbiz

@markdresner Q3:For example the cover is your headline – used to pull the reader in. #smbiz

@lindadonahue Q3: You have offers that expire and information that changes. So the print piece should be more general and informative. #smbiz

@karatcopy Q3 More & more of my clients are moving away from brochures and “static” materials #smbiz

@lindadonahue Q3: On the otherhand, web copy is dynamic. You can change out content if info changes, or to run tests. #smbiz

@markdresner Q3: At the end of the day Brochures are, of course, sales tools. #smbiz

@lindadonahue Q3: Likewise, email copy can be targeted and tested until the cows come home. #smbiz

@markdresner Q3: Today, the definition of brochure has changed though. Your website may act as your brochure. #smbiz

@WayneLiew Q3 One great thing about an online copy is that you are able to conduct tests and choose the copy that works best. #smbiz

@karatcopy Q#3 Also with personnel changing so quickly these days, and services changing, they go out of date v. quickly #smbiz

@lindadonahue Q3: With emails, you can change out subject lines, offers and content to test content. You can version to different audiences. #smbiz

@smbiz Q4 What can ppl do to practice using as few words as possible for good copywriting? #smbiz

@markdresner Q4: This is a loaded question, isn’t it? Well, Twitter is a GREAT place to practice. #smbiz

@lindadonahue Q4: This question is a good transition from Q3, because people assume that web content gives them more latitude to use more words. #smbiz

@markdresner Q4: The 140 character limit forces you to make every word count. #smbiz

@BetterWriters @markdresner i see brochures and web copy very differently…but is that changing in your opinion? #smbiz

@karatcopy Q4 I also recommend that people try writing poetry, foorce writer to focus on every word #smbiz

@markdresner Q4: Practice is really important. Fact is you can never master anything without practice. #smbiz

@markdresner @BetterWriters web copy is different - though I believe ppl are using their web like they used to use printed brocures #smbiz

@drjfpmd Q4 as an author, I write daily blogs, articles in less than 500-1000 words. #smbiz

@lindadonahue @BetterWriters That’s my point. I have a few rules about copy. First, ppl in general have short attention spans. #smbiz

@intuitioneer Q4: #sixwords http://sixwordmemoir.com is my favorite warm up for writing w as few words as possible. #smbiz

@lindadonahue Q4: Because I think good copy is really a conversation with your audience, you don’t want to dominate the conversation. #smbiz

@_djh Q4 we are heading in a direction of less words, more space on many items. Be concise, people don’t have time for reading #smbiz

@smbiz Q5 Are there different steps involved when planning copywriting for a project? #smbiz

@markdresner Q5: Everyone’s work process is a little different. But I think we all start out the same … with research. #smbiz

@markdresner Q5:The customer comes first. It’s a MUST to figure out who you’re selling to #smbiz

@karatcopy Q5 hardest part is often getting precise vision from client #smbiz

@markdresner @DrFernKazlow Absolutely agree - all media must work together to reinforce the message - including a book (or ebook) #smbiz

@lindadonahue Q5: Think about what you want to accomplish. #smbiz

@lindadonahue Q5: Understand your audience/market. You’d be surprised how often clients don’t know their own markets. #smbiz

@smbiz Q6 What is the best way to get over “writer’s block” when writing copy? #smbiz

@markdresner Q6: I never start with a blank sheet of paper I start backwards by getting the offer down on paper first. #smbiz

@intuitioneer here’s an oldie-but-goodie must read: http://bit.ly/17tYR RT @wvpmc: People read words onscreen differently than they do in print #smbiz

@BetterWriters Q6: I like to use mind mapping. Don’t have to worry about getting things down “in order.” #smbiz

@lindadonahue Q6: Walk away from the project for a while. Do something crazy or different. Fresh perspective can really help get you unstuck. #smbiz

@smbiz Q7 How do you incorporate a visual aspect into good copywriting? #smbiz

@markdresner Q7: The visual aspects I have direct control over is spacing of copy, subheads, bold, underlining, etc. #smbiz

@markdresner Q7: Using these visuals strategically makes copy more readable and less boring #smbiz

@lindadonahue @markdresner It really what differentiates you from your competitor. Cruise lines, for instance, mostly offer the same things. #smbiz

@markdresner Q7: In printed pieces I’ll also suggest placement of sidebars and text boxes. These will be placed logically in the copy. #smbiz

@karatcopy Q7 ideally you and graphic designer discuss plan early on–of course reality is often far diff. from ideal #smbiz

@karatcopy Q7 Just avoid those horrible fake business stock photos–who are those automatrons #smbiz

@lindadonahue Q7: Writing is a solitary pursuit. Copywriting is not. Copywriters work with the design team to create a concept that works together. #smbiz

@smbiz Q8 How do you sell your product/campaign in copywriting without sounding too salesy? #smbiz

@lindadonahue Q8:… what you’re selling. #smbiz

@markdresner Q8: Once you’ve built a rapport in your copy - asking for the order is a natural next step. #smbiz

@smbiz Q9 What shld small business ppl keep in mind when planning their call to action? #smbiz

@markdresner Q9: People buy value – so your offer has to have high perceived value #smbiz

@markdresner Q9: Also urgency makes the offer stronger: time limit, limited supply, price increases, #smbiz

@markdresner Q9: At the end of the day, I always apply the “So what” test … #smbiz

@markdresner Q9: If I look at the offer, or call to action and say “so what” – I have to go back to the drawing board. #smbiz

@lindadonahue Q9: A call to action should do what you want it to do, whether it’s capture email addresses or sell product. #smbiz

@markdresner Q9: Everything MUST related back to the customer - WIIFM - what’s in it for me #smbiz

@smbiz Q10 How will social media affect copywriting? #smbiz

@lindadonahue Q10: Love this Q. The GREAT thing about Social Marketing is that you can target your message to a specific audience. Or audiences. #smbiz

@markdresner Q10: Social media is another way to reach people – and it should be a part of your marketing plan - like email, web and print #smbiz

@intuitioneer Q10: social media creates a soundbyte platform for copywriting #smbiz

@markdresner Q10: Keep in mind that social media extends beyond just Twitter and Facebook. It includes LinkedIn, YouTube and Blogs #smbiz

@markdresner Q10: The more ways you can connect with prospects and customers, the better off you are #smbiz

@merylkevans Q10 SM provides more connection opportunities to build relationships with customers and future customers. #smbiz

@lindadonahue Q10: And SM also creates new avenues for dialogue between you and your audience. #smbiz

@smbiz Q11 Can you talk a little about using an active voice vs. a passive voice in copywriting? #smbiz

@markdresner Q11: In general Active voice is clearer and more concise – and more interesting than passive voice. #smbiz

@markdresner Q11: . Which is good in “forced communication” The harder it is to understand the less likely they’ll read it – or act upon it. #smbiz

@smbiz Q12 Are there any good outside references you can share to help people become better cpywrters? #smbiz

@markdresner Q12: Books: Copywriter’s Handbook by Bob Bly, Breakthrough Advertising by Gene Schwartz The Psychology of Influence by Rbrt Cialdini, #smbiz

@markdresner Q12: also Adweek Copywring Handbook by Joseph Sugarman #smbiz

@lindadonahue Q12: For copywriters, I always recommend “Hey Whipple, Squeeze This” by Luke Sullivan. #smbiz

@stephaniethum Q12: Different guides good 4 different media. I’d say The Writer’s Reference by Diana Hacker is a good first place to start. #smbiz

@markdresner Q12: on the web, I like Claytom Makepeace’s makepeacetotalpackage.com - lots of good stuff there. #smbiz