I was recently asked to run a ‘lunch and learn’ session on copywriting for a Cambridgeshire-based charity and its team. After the training, I realised that the advice could be shared to upskill other people too. Here’s my attempt at summarising the main tips and tricks for improving your writing.
So, to start us off, what is ‘copy’? I basically class it as writing that is easy to read and that flows naturally. It also has a purpose, whether that’s generating click-throughs, boosting search engine rankings, or helping to sell products or services. The hard bit is trying to do all this while providing interesting and informative content that people actually want to read. It’s important to get this bit right to establish a reputation and engage with your audience.
The first thing to say is that writing isn’t easy. You can make huge improvements with the right support, time, and practice, but people often underestimate the amount of effort that goes into developing the skill. If it’s taking you several days to write one blog, then could your time be better spent in other areas of the business? Get in touch if you’d like a hand in creating your content.
Getting started
It can be really off-putting when you have to start by sitting and staring at a blank page. So, how can you get going? Firstly, set aside time to work on your project. It’s also important to avoid distraction; you might want to turn off your social media and emails. Some people prefer to make a thorough plan, but often just getting words on the page is a good starting point. Remember that it’s fine for your first draft to be rubbish, that’s what editing is for!
To write a strong article or blog you need to think about why you’re writing. What’s the purpose? Always start with the goal that you’re trying to achieve. You also need to think about how to communicate effectively with your target audience. For example, marketing a product or service for a teenager is going to require a very different approach from talking to an audience of retirees.
Since the rise of content writing AI, people have either over-used it (and obviously so) or shunned it. Yet I feel there’s a middle-ground where AI can be an important tool. Use it to research, generate ideas, and then edit to suit. Research is a great cure for writer’s block, so gather far more information than you might need and then refine it back down to the most compelling content.
Tell a story
Some industries or topics may be slightly dryer, but you can still be creative. If you’re writing for a business-to-business (B2B) audience, don’t forget that you’re trying to engage with fellow human beings. Content resonates when you write with emotion and add elements of storytelling.
Don’t worry too much about strict grammar rules (I may be told off for this one). The impact of your writing matters far more. If you want to start a sentence with ‘But’ then why not do it? Think about what you would find interesting to read and apply that rule to your copy.
Write with confidence
When it comes to editing, go through and simplify your sentences so that your writing is welcoming and accessible and that your message is clear. Replace every weak-sounding word – such as ‘probably’ and ‘maybe’ – to strengthen your copy. Using the active voice is easier to understand and conveys your message more clearly.
If you’re writing about a product or service, make sure to explain how it will improve the lives of your audience by talking about benefits, not features. Back up your claims with facts, testimonials, and success stories, if you can.
Structure well
The lofty term ‘information architecture’ actually just means avoiding a great wall of text. Instead use formatting, bullet points, and headers to separate your content into manageable chunks. Whenever possible, aim to use ‘why’ and ‘because’ to encourage your audience to keep reading to find out the answer. When text flows naturally, it feels effortless to read.
Lead with your strongest point because this will grab attention. In terms of headings, opt for straightforward, simple headlines. Write the copy first, then pull out the strongest phrases as subheadings. Everything you write should ideally close with a call to action too.
Do what suits you
Whatever you write, take the time to read your copy aloud to yourself. It’s a great way to catch awkward sentences. If you find yourself running out of breath, then you need to break up sentences into shorter segments so that it sounds more conversational and natural.
Editing is your friend: your first draft certainly won’t be perfect! Use the first draft as a chance to get everything down on the page, then subsequent drafts are all about cutting, simplifying and making your content more compelling.
Final note – sharing is caring!
Successful copywriting is about making sure your message reaches its target audience. So support and share content online to widen its reach.
Want extra help with your copywriting? Get in touch to see how I can support you and your business.
