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Official Writing for the Web Expert - Lesley Morrissey
Lesley Morrissey started writing as a child – and had one of her poems broadcast on national radio at the age of 9. She started writing fiction at 12 and then moved on to writing feature articles as an adult.
Running a dual career of human resources manager and freelance features writer based in Dubai (United Arab Emirates), Lesley has written for a wide range of publications including Business Traveler and World Executives Digest. This included a weekly TV review column on a national newspaper and a business column on another national daily.
"I’ve always had a fascination with words and language,” she says, “I’m one of those boring people who can spot a typo at a hundred paces and actually enjoy the challenge of writing for search engine optimization – writing the same message in five different ways."
Today Lesley is on a mission to improve the readability of the copy we all read on the web and on marketing documents of all kinds. Having studied not only what people read, but how they read, she works with web designers and graphic designers to ensure that a stunning design doesn’t create a situation where the message becomes difficult to read.
"Don’t get me on my soapbox about readability," she says, "once I get started you won’t get a word in edgeways!"
Lesley launched Inside News as a professional copywriting practice early in 2000 and, at that time, was responsible for the newsletters for three of the Ford Motor Company sites in the UK. She then progressed to writing for the web as people liked her reader focused approach. She bring copy to life and makes it connect with the reader, although some people are surprised when she tells them that their reader is probably not at all interested in them – they’re only interested in what they’re going to get!
"It’s difficult to be objective when it’s your business. We’re all passionate about what we do, and we want to tell everyone about it. The trouble is, most of the people who are reading your website or marketing letter don’t want to know what you do. They are looking for a solution – and if they can’t see whether you can provide that quickly, they quit reading."
Having written hundreds of websites, SEO pages, articles (for other people), press releases and a batch of regular newsletters as well as marketing material, she delivers high quality copy, supported by the Inside News team of writers. Lesley was a founder member of the Professional Speakers Association (PSA) in the UK (part of the International Federation of Professional Speakers (IFPS), as is the National Speakers Association (NSA) in the USA) and, although she doesn’t speak much herself these days, she has recently launches a speech writing service for people who want to leverage their fame and become sought after speakers on the conference or after dinner circuit.
Her track record includes having developed the competencies on Topic Development, Platform Mechanics, Presenting and Performing and Professional Awareness for the PSA; having taught presentation skills as a business skill and having learned to write in other people’s voices as a ghost writer. She has also developed a method of ensuring that a speech is written in spoken language rather than written language – the difference is subtle, but there is one!
As a professional non-fiction editor, Lesley works with and manages the Book Cooks – helping people who want to self-publish their book to get it from an idea to making a profit! "We edit people’s manuscripts, and can help them to develop their marketing plan. Even if you get a contract with a conventional publishing house, they rarely invest much in marketing an unknown author – you really need to have a sound marketing plan, and do it if you want your book to sell,” she explains. So – as our expert on web copywriting – there’s a lot more to Lesley Morrissey than a few words on a webpage! Watch this space.
Visit Lesley at http://www.insidenews.co.uk
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