A guide to copywriting

Andy Middleton

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Introduction

Contents

What is a copywriter?

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What isn't a copywriter Choosing a copywriter Writing for different media What is a brand? Copy style

Tips for writing for the Internet The importance of the brand Just who are you writing for? The three cardinal sins of copywriting Tortured syntax The Big Word trap

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Cliches and jargon

Gaining the confidence to write clear, concise prose The last word

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Introduction
Thank you for downloading this brief guide to copywriting.

The good news is, working closely with a professional copywriter can transform the way your business presents itself, giving you the power to fulfil your commercial goals.

In a fiercely competitive business world, companies must take every opportunity to gain the edge. Powerful, memorable copy is an effective way of setting yourselves apart from the field and levering advantage. That's why professional copywriting is an investment that can deliver major financial benefits over the short, medium and long term.

What is a copywriter?
A copywriter is an individual who possess an in-depth knowledge of marketing and who can use language in a persuasive manner to achieve commercial or corporate goals.

Copywriters also possess a strong design sense. They will never write copy without understanding the visual context, and a large part of any copywriter's job will be to generate visual concepts. Far from being a person who merely 'fills in the grey lines', copywriters are a valuable source of marketing advice who can help to shape strategy, formulate briefs and create killer concepts.

Because of this, copywriters should be involved at the earliest possible stage of any project.

What isn't a copywriter?

Any commercial or creative writer who does not have a background in marketing or advertising cannot reasonably claim to be a copywriter. Ex-journalists and PR writers fall into this camp.

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Choosing a copywriter
So how do you go about the task of selecting a copywriter? Not easy. There is no British Board of Copywriters who can advise you or point you in the direction of the Copy Quality marque. (This may be a good idea, since the ability of copywriters can vary widely.)

Any copywriter worth their salt will work extensively with advertising agencies, an environment in which the only qualifications are an outstanding portfolio of work, demonstrable talent and a reasonable hourly rate. So how do you go about choosing a freelance copywriter when you have little or no experience of working with such a professional?

Ultimately, you have to meet the copywriter and make sure you can work together. You should review examples of their work, and satisfy yourself that the copywriter concerned has the necessary experience to handle your brief. Not to mention the professionalism and integrity to hit deadlines. Finally, you must agree on prices for every stage of the work including issues such as whether or not the price includes author's amends, meetings and travel time. From there on it's down to trust.

Writing for different media

Different media demand different kinds of copywriting.

Writing presentations is different to writing brochures, for example, whilst writing for the Internet calls for an approach unlike any other. Importantly, writing speeches or copy for the spoken word requires yet another approach to the use of language. Whilst saving time and resources, copy-and-pasting large sections of copy from one medium to another can be a big mistake.

Each project must therefore be considered independently as well as ensuring it is clearly part of the broader family of communication.

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Tips for writing for the Internet

Let's take one example of writing for different media: the Internet. There are several golden rules for writing web sites. > Keep the copy short a few sentences per page at most. > Keep the copy simple make one point per paragraph. > Keep the copy scan-friendly no-one wants to read text on a screen. Because of this, viewers scan the copy, searching for relevant bits of information. If they see a highlighted word or sub-head that is relevant, they will select that section to read. So always > Highlight key words and use sub-heads

> Use the inverted pyramid structure the copy so that the first point you make is your strongest. In academic writing, the argument is laid-out and pursued in a way that leads to the conclusion of the argument. In writing for the Internet, your hierarchy of information is inverted, beginning with the conclusion and leading on to minor points.

What is a brand?
There are as many definitions of a brand as there are marketeers. I prefer the classic formula: Product + personality = brand

A simple tin of beans from AN Other food producer is simply a tin of beans. It is a mere product or commodity. But a tin of Heinz Baked Beans is more than a tin of beans. It is a tin of beans with a personality that has been formed through decades of communication.

Heinz Baked Beans is a trusted part of our nourishment regime. It provides us with comfort, reassurance and consistency in a rapidly changing world. It is an Old Friend. Ultimately, we buy far more than a tin of beans when we choose Heinz and we are happy to pay a premium price for the privilege.

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The importance of the brand

A brand justifies the premium. It allows you to charge more for your product or service.

After all, no one ever got fired for choosing IBM. So it's worth paying more for the reassurance that a brand can bring. The really surprising thing is this: creating a brand needn't cost a fortune. In the business-to-business world, simply ensuring consistency in everything you say and do can take you a long way to establishing a distinctive brand presence. And your copy style is a fundamental element in nurturing a brand.

Copy style
The first thing to establish when embarking on your copywriting is what copy style should we opt for. If you have a strong brand presence, this is preordained. But if you are trying to establish a brand, then copy style is one of the first aspects you need to consider. Just what kind of company are you or do you wish to appear to be? Are you modern or old fashioned? Young or middle aged? Do you possess a sense of humour or are you deadly serious? Are you flamboyant and cocky or just quietly confident?

Once you understand what kind of personality your company is, then you know what style of copy you need and the two should marry perfectly.

Your copy style is the personality of your company every bit as much as your Head Office, logo or corporate colourway.

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Just who are you writing for?

It's also vital to know who your target audience is.

Far too many clients fall into the trap of writing for themselves. They forget that the audience may not be absolutely riveted by the minutiae of your production process or methodological approach. What is interesting to you may not be interesting to your audience. So everything you say should be said with the reader/viewer in mind. Consider their needs. Try to imagine why they are reading your literature and what they wish to glean from it.

And remember if someone is taking the time and trouble to read your document, the very least you can do is offer them the relevant information presented in a convenient, rewarding way.

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The three cardinal sins of copywriting

Copywriting is a form of commercial writing that uses its own register.

You'll rarely find a copywriter using a semi-colon. Instead, we chop sentences up into bite-sized pieces that are easy to digest. And we connect them with words such as And and But.

(Beginning a sentence with And is not acceptable in certain registers of language such as the academic essay. But it is absolutely acceptable in creative writing or commercial copywriting. Sadly, many people who do not understand English usage still refer to a schoolboy memory of some English tutor outlawing the practice and apply this 'rule' to commercial writing.) The aim? To produce crisp, clear English. Given this, there are three sins of copywriting that must be avoided at all costs: 1. Tortured syntax including rambling sentences which you have to read over and over to glean their meaning.

2. The Big Word trap never be tempted to equate big words with intelligence. There is nothing more impressive than a piece of clear, simple, elegant prose that makes an intelligent point. Never use a long word where a short one will do. 3. Cliches and jargon clichs equal sloppy thinking. Don't ever use them. Jargon phrases often communicate nothing meaningful. They are empty and should be avoided.

Gaining the confidence to use clear, concise prose

It's ironic that all-too-many businesses still feel uncomfortable with using clear, concise prose in their marketing. Sometimes it's because they really don't have that much to say, and they fear being viewed as shallow or simplistic.

Other times they actually wish to obscure their real message by using a smoke screen of language. And some miss the comfort blanket of reams and reams of copy that doesn't actually communicate that much but makes them feel substantial.

In reality, more and more of the world's leading companies are using clear, concise prose to talk to their customers, suppliers and personnel. They have gained the confidence to use copy correctly.

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The last word

Copy is an essential facet of any successful business. But it is often neglected. Those companies who harness the full power of the written word and who use language to build their brand gain a significant advantage over the competition.

I hope this brief look at some of the many issues involving copy will have proved interesting and useful, and I look forward to working with you to help build your business.

Andy Middleton Freelance Copywriter

E [email protected]

M 07904 09 0008

01904 794650

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