Tuesday, July 15, 2008
In
If you are a small business owner then at some point you will need to write copy. This might be for an advert or perhaps a press release or marketing document. Whoever you are writing copy for, you need to make it great.
Good copy will attract, engage and retain interest. Bad copy will end up in the recycling.
Before you start – identify your target
First of all, decide which audience you are targeting. Is it a customer or a press editor? Read as much as you can about the product or service you are writing about, the target audience and the benefits of your product or service to the target audience.
Target audience, target audience, target audience
This may sound obvious, but the target audience is the most important part of copywriting. You may well have a great product or service, but if you cannot convey this to the target then you might as well give up.
To attract the attention of the audience, you need to understand what interests them and what needs, desires and aspirations they have. A good way of doing this is to build a “priority list” of important factors.
Once you have your list, then you can start to write.
Don’t write the wrong way round
A tried and tested formula for copywriting is
Attention + Benefit = Creativity
This approach is useful since many copywriters try to be creative for the sake of being creative, thinking that it will produce great copy. This is writing the wrong way round.
If you start your approach by capturing attention and then communicating the benefits of your product or service the end result will be creative. This is writing the right way round.
Don’t get caught up in trying to be clever, funny or entertaining in order to attract attention. What attracts attention is robust, factual copy that is clearly presented and offers obvious benefits to the target.
Stuck? Start off small.
If you sit down to write and find that you have no idea where to start, perhaps brainstorm with words. Write down words or phrases connected to the following areas
- Your product or service
- The interests of the target
- The benefits to the target
- The response you want from the target
This list will often start a creative process and result in well thought-out copy.
Keep your headlines snappy
If you need to write headlines, stick to a few words. If a headline is too long then people will not bother to read it. A snappy headline will attract attention.
Break up your text
Subheadings can break up long blocks of text by organising it into logical sections. They should be brief and should support the headline rather than detract from it.
Sharpen and refine
Good copy is lean and economical. Just as your headline is brief and snappy to attract attention, your main copy should be concise and efficient to retain attention.
Don’t end up in the recycling
If you need help with your copywriting, get in touch with us. Remember - good copy can bring in customers. Bad copy will end up in the recycling.