Your step-by-step guide to better copywriting
Every business will use the skills of a copywriter at some time whether in house or sourced externally. Even if you’re not a copywriter you’ve probably had to write numerous reports or even the occasional article for the intranet or internal newsletter… To help, here’s our five-step guide to better writing.
1. Plan and research
Get a good brief and set a clear objective for your piece of work. Know and understand its purpose - is it to sell, educate or influence? Is it a one-off feature or part of an ongoing communication? And research the subject well.
2. Know your audience
Have a clear understanding of your intended audience - are they customers, potential customers, employees etc? Understand their expectations and what they will know already. A technical audience, for example, will expect far more details than senior managers.
3. Key messages
Establish the key messages for your work and build on these. Be careful that these messages do not become confused or vague.
4. Style
Select an appropriate style for your work - a report may be quite formal, but an article for a newsletter may be less formal and include quotes from other people. The style will depend on your objectives, the audience and the key messages. Don’t forget to adhere to any corporate guidelines and be consistent.
5. Review
Review your work often. Read it and read again. Ask somebody else to read it to see if it makes sense to them. Finally when you are happy with the content check again for spelling and grammar errors, as well as unnecessary words or repetitions - can you say in one sentence what you have said in two paragraphs?
First Impression has provided engaging copy for newsletters, brochures, case studies, Intranet and Internet sites for a wide range of organisations. If we can help you give us a call on 0870 204 8507.
I hope you have found the information in Communicate useful and relevant to your business. If First Impression can help with your communication requirements please give us a call on 0870 204 8507 to discuss, or email jenni@firstimpression.co.uk
Jennifer Hall Editor
