Keeping Your Copy CleanNovember 15th 2012 Sally Ormond keeping your message focused, strong copy, targeted copy, writing with clarity
No, we’re not talking about what you think we’re talking about – this post it all about how to keep your copywriting message on target.
On the face of it, writing copy may seem simple, but it’s not. For a start, you have to take a big step back from your business and look at it through the eyes of your customers. It has to be powerful and persuasive and it has to flow. That means meaningful paragraphs that slip from one to another without sounding like a load of disjointed ideas.
So how do you achieve that?
Well, here are 7 tips to help you out.
7 tips to retain clarity in your copywriting
This is very important. Think of your ideal customer and write to them. If you try and write something for everyone, your message will become garbled. So, instead, just keep focused on one person.
Also, try to focus on one main benefit; the one that is most valuable to your readers. If you try to cover too much your message will get confused. You can bring in lesser benefits later on, but the start of your content (the piece with the most impact) should just focus on one thing.
Hands up those who throw in long words now and then. You might think they make you sound intelligent; they don’t. They just really annoy your readers. The best copywriting uses simple language that’s accessible to all.
3. Have a plan
Before you start writing, always have a plan. Work out what it is you want to say, how you’re going to say it and what action you want your readers to take once they’ve read it.
This will help your writing take on a logical structure that your readers will find easy to follow.
How you lay out your copy is also very important.
A solid wall of text is a bit turn off, so make sure you add plenty of white space by using short paragraphs, sun headings and bold text to highlight key issues (bulleted lists are also very effective for this).
5. Simple ideas
If your subject matter is quite complex, try and link it to something from everyday life that your readers will understand. This is a great technique to help you explain complex ideas.
6. Don’t be funny
Depending on what you’re writing about, it can be very tempting to throw in a few jokes. But just remember that they won’t always work as what is classed as humour isn’t universal and you could end up insulting people.
7. Flying start
The benefits of your product or service are the most important element of your copy, so make sure you get them into the first paragraph. As mentioned before, if you have multiple benefits make sure you select the most important one for the most prominent position.
The rest of your copy should reinforce this message and convince your reader to take a desired action (call, book an appointment, sign up for a newsletter, buy etc.)
These simple ideas will help you create content with a clear message. Give it a try and see how you get on.