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“You’ll have to talk to our legal team,” she said, baffled.
A brief pang of anxiety shot through me. It took me a second to realise what was going on.
“No no, not copyright, copywriting!”
This happens a lot and it’s ironic. The job of a copywriter is to make things clear and simple. And yet, the job title is pretty confusing.
So what does a copywriter do? And why can’t a lawyer do it?
Well, I’ll show you.
By clicking Yes, you accept our terms and conditions.
Microsoft products are really popular. Most businesses will at least use Microsoft Excel or Word. Others will go deeper, and use Teams. Some manage their entire business operation with Microsoft products.
When you go with Microsoft, you sign a contract with terms and conditions. These are written by a lawyer, and boy can you tell.
Look:
Terminating the Services. You may cancel the Services on the services and subscriptions management page in your Microsoft account (https://account.microsoft.com/) or by contacting customer service as described above in section 4.e. Cancelling paid Services stops future charges to continue the Service. You should refer back to the offer describing the Services as (i) you may not receive a refund at the time of cancellation; (ii) you may be obligated to pay cancellation charges; (iii) you may be obligated to pay all charges made to your billing account for the Services before the date of cancellation; and (iv) you may lose access to and use of your account when you cancel the Services. We will process your Data as described above in section 4. If you cancel, your Services end at the end of your current Service period or, if we bill your account on a periodic basis, at the end of the period in which you cancelled. If you initiate a chargeback or reversal with your bank for your payment of Services, we will deem you to have cancelled as of the date that the original payment was made and you authorise us to immediately cancel your service and/or revoke any content that was provided to you in exchange for such payment.
So, how long before you gave up and joined me here at the end? Not long I bet.
It’s dull, dense and legal. But it’s got some really important information in it, right?
So how does copywriting take the key points and distil them into something you, as a busy business person, can scan and absorb?
More importantly, is there any way that we could use the information here to sell services or products? Let’s find out.
A Copywriter Considers Their Audience; Lawyers Don’t
When lawyers write these things, they are talking exclusivly to other lawyers. They don’t care about anyone else.
A copywriter on the other hand is obsessive about their audience. Who are they? What do they want? What makes them excited or bored? What cologne do they use? What’s their blood type? Ok, too far.
But consider this. Who is likely to be searching for Microsoft termination clauses?
Someone who wants to cancel their Microsoft agreement.
This presents an opportunity for a business that isn’t Microsoft.
What else might we predict about this searcher? They’re probably involved with an SME. Large companies are often too reliant on Microsoft products to consider changing, plus they usually have bespoke Enterprise agreements. So it’s a reasonable assumption that only a small business will be searching for T’s and C’s online.
So we’ve got a potential decision-maker, running a small business, who’s upset with Microsoft. They might be a lawyer. But they’re probably not.
A copywriter asks how we can turn those termination clauses into content that might sell.
Well here’s one idea.
You’re not an artist, you solve problems.
Our searcher wants to find out how to leave Microsoft and is willing to sit there and unpick the legal jargon to do so.
But what if the next link they click simplifies all of that so it’s easy to understand? What if it adds some important, valuable considerations that will save their business money?
And by the way, it also offers a compelling alternative if they’re interested.
Might be worth a click, no?
How To Turn T’s & C’s Into An Opportunity
So we have a click. We have a reader. Let’s take some of these clauses and repurpose them like a copywriter:
You may cancel the Services on the services and subscriptions management page in your Microsoft account (https://account.microsoft.com/) or by contacting customer service as described above in section 4.e.
Ok makes sense. But good copywriting willl add some more value to keep them engaged:
H2: How Do I Cancel Microsoft?
If you’re using Office and the more simple products, you can simply cancel through your account page or by contacting customer services.
However, things can get complicated when you’re licenced through a third party or using different products.
This will be outlined in your service agreement so the first thing to do is find this document and see what it says.
Then, state a cancellation date in writing and give yourself plenty of time to migrate your data.
Next, we have little lawyer-y list:
Cancelling paid Services stops future charges to continue the Service. You should refer back to the offer describing the Services as (i) you may not receive a refund at the time of cancellation;
So, simply put, no refunds. With some copywriting expertise, we make that a little more engaging and, again, add more value:
H2: Are Refunds Possible After Cancelling?
Most of the time, Microsoft or their partners will not offer refunds on cancellation which means you could be locked into final bills or fees, even if you cancel.
The best thing to do is plan ahead. Find out when your renewal date is and process a cancellation within your minimum notice period. This means you maximise your use of the service while it’s licenced (to facilitate moving your data for example) and avoid extra fees.
Or how about we change this:
If you initiate a chargeback or reversal with your bank for your payment of Services, we will deem you to have cancelled as of the date that the original payment was made and you authorise us to immediately cancel your service and/or revoke any content that was provided to you in exchange for such payment.
Into this:
H2: What Happens if We Reverse a Payment?
Microsoft considers an account cancelled following a reverse payment, which means you’ll likely lose access to the system tools and data.
However, providers have to tread carefully in this area. Many agreements have dispute clauses as well as definitions of unexpected issues (known as force majeure).
It’s better to fully document problems you’re having and any conversations with Support and your account manager. This means if the dispute intensifies, you have evidence to support your position which makes it much more likely you’ll get a better outcome.
So, in each case, we’re taking the raw legal wording, simplifying it so that anyone can understand and offering more value to the reader which builds trust and enhances the value of your content and brand.
Once they’ve read to the end, it’s time for the pitch:
H2: Looking for a better way?
Our software is different. We offer flexible contracts with zero termination fees or hidden charges if you want to leave.
We know that things change. That’s why we reward long-term commitment, we don’t punish surprises.
If you want great software that can do everything Microsoft can do, without the headache, then speak to one of our consultants for a no-fuss, instant free quote.
If you want to see the whole thing, I’ve included the complete worked example below – just scroll to the end.
Copywriting Really Does Need A Copywriter
There should be a more simple way of explaining copywriting. A pithy one-liner. My favourite attempt is “A copywriter is simply a salesperson behind a typewriter”.
Unfortunately, humans are not simple. Their desires are myriad. And a definition of copywriting needs to reflect this.
Copywriting talks not to the tip, but to the whole base of the iceberg. It joins dots and makes connections for people to help solve their problems.
It does so with creative flair and spice and nuance, but it is not art.
It’s is commercial creativity.
What could you sell?
Learn more about how copywriting can take the seemingly boring and turn it into great copy that glitters. Sign up to my newsletter for free tips delivered straight to your inbox.
Needs a fresh take on existing content? Reach out for a free copywriting consultation.
Worked Copywriting Example
Before you read this, take a quick look at that big block of legal text again, for reference.
H1: How to Cancel Microsoft: A Strategic Guide To Termination (without the price tag)
Whether you’ve been stung by an unexpected bill or are paying too much for what you’re using, cancelling your Microsoft licence can be pretty painful.
With a dense list of terms and conditions and a potential hefty bill if you get it wrong, leaving Microsoft for a more suitable platform can seem like an ordeal.
But it doesn’t have to be. Below are some simple tips to help you avoid big bills and find the software that’s right for your business.
H2: How Do I Cancel Microsoft?
If you’re using Office and the more simple products, you can simply cancel through your account page or by contacting customer services.
However, things can get complicated when you’re licenced through a third party or using different products.
This will be outlined in your service agreement so the first thing to do is check this out.
State a cancellation date in writing and give yourself plenty of time to migrate your data.
H2: Are Refunds Possible After Cancelling?
Most of the time, Microsoft or their partners will not offer refunds on cancellation which means you could be locked into bills, even if you cancel.
The best thing to do is plan ahead. Find out when your renewal date is and process a cancellation within the minimum notice period. This means you maximise your use of the service while it’s licenced (to facilitate moving your data for example) and avoid extra fees.
H2: What’s the Financial Impact of Cancelling? Are There Fees?
There are a couple of things to consider here. Firstly, look for cancellation fees or administrative fees for cancelling your service. These are often upfront and easy to understand.
However, there are other factors to consider. If you need temporary access or read-only access after you’ve cancelled, these fees can be much higher and offered at the vendor’s discretion.
If you don’t migrate your data properly or buy a read-only licence, this can put you at risk of fines from HMRC – a hidden financial impact.
Consider both of these when budgeting your transition and plan for the worst-case scenario.
H2: Will We Lose Access to Our Account?
Yes. When you cancel, you will lose access to your account and the data held within it. This is why it’s so important to begin the transition to your new software early.
Losing access too soon can cost more than just money – it may impact your service and lose you clients too!
H2: What Happens if We Reverse a Payment?
Microsoft considers an account cancelled following a reverse payment which means you’ll likely lose access to the system tools and data.
However, providers have to tread carefully in this area. Many agreements have dispute clauses as well as definitions of unexpected issues (known as force majeure).
It’s better to fully document problems you’re having and any conversations with support and account management. This means if the dispute intensifies, you have evidence to support your position which will likely mean you get a better outcome.
H2: (TL: DR) There can be costs involved with leaving your Microsoft agreement. Avoid them by reading your contract, planning ahead, and migrating everything you need to in good time.
H2: Looking for a better way?
Our software is different. We offer flexible contracts with zero termination fees or hidden charges when you want to change.
We reward long-term commitment, we don’t punish surprises.
If you want great software that can do everything Microsoft can do, without the headache. Speak to one of our consultants for a no-fuss, instant free quote.