Five simple points to help you write killer copy on any channel

Starting to write content can sometimes be a daunting task. However, there are a few simple rules that can make this process a lot easier, whether you’re writing a blog, a tweet, or a bit of text to go on an advert. In this article we’re going to look at five questions that can make your copywriting experience much smoother. Here are a few things to consider, before you think about putting pen to paper.

What do we stand for?

Before you start to think about any sort of copywriting, ask yourself this question: what do we stand for? The clearer you are about what your brand stands for, the more chance you have of reaching the audience you’re aiming for. Without this key information, you’ll find it difficult to resonate. It can be tempting to want to resonate with everyone but that won’t make for a solid brand. Loyalty comes when customers feel like they belong to your school of thinking.

Who is this aimed at?

There are a lot of things to consider when you’re writing but the driving force should be knowing your audience. It’s worth taking some time to think about who buys from you. What are their hobbies? What is their disposable income? Where do they shop? How do they consume information? How do they speak? Don’t know the answers to these questions? Put down the pen and find out.

Once you’re armed with that information, you can begin to figure out how to communicate with your audience. Ever seen a campaign that’s a little on the sassy side or included coarse language and thought ‘no thanks, that’s not for me?’ Good. It means the brand have done their job because somewhere out there, someone else looked at the same billboard and then went off to buy the product.

Don’t try to be all things to all people.

Does this copy convey our key messages?

Now that you’ve figured out what you stand for and who you’re writing for, it’s time to make your copy work for you. No matter what you’re writing, make sure that it includes your brand’s key messages.

A lot of brands over-complicate their marketing by thinking that they have to have hundreds of different things to say. Yes, copy needs to be fresh - especially for social media but think about whether your brand’s key messaging is in there. Otherwise, it’s just waffle.

Is your brand’s ethos positivity? Then aim to inspire your audience with your content. Be positive. Be uplifting in your copy.

Can I say this in fewer words?

Copywriting isn’t an opportunity to show off your writing skills, it’s an opportunity to sell. People are time-poor and attention spans are shorter than ever. Resist the temptation to throw in a joke (unless it’s on brand of course) or a random fact, just for the sake of it. If the words don’t serve a purpose, get rid of them. Be informative, precise and purposeful.

Has it been read through again?

It seems minor and may even feel like an inconvenience but it’s essential to proofread your work. Simple grammatical errors that could have been avoided can be something that loses you customers. Leave it for a few hours and come back to it with fresh eyes; better still, ask someone else to read over what you’ve written.

Copywriting can seem like a large task but armed with a little knowledge, you can start to write copy that sells. The more you write, the better you’ll become.

About the Author : Melissa Reynolds-Lawrence, Founder, Honey Bee Copywriting

Melissa Reynolds-Lawrence is a copywriter with over eight years experience, working in and around Birmingham, in-house, freelance and agency side counting La Redoute, TK Maxx, Newman University and Selfridges amongst her clients. She has been serving brands and businesses both big and small with copy that intrigues, sells and most importantly, moves to action. She loves nothing more than to delve deep into a brand and see what’s really at the heart of it. Although she can whip up a headline, tweet or product description without any trouble, her real satisfaction comes from showing businesses how to make their ideas blossom into brands that they can be proud of.

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