Anyone can write, but it takes a significant amount of skill to write well – and no one knows this better than a copywriter. Whether you’re writing for a brochure or a blog, print or the web, there are certain factors that are essential to good copywriting.
If you’re a copywriter (or looking to hire one!) here are three things you should never lose sight of in your quest for perfect copy.
Good spelling, grammar and presentation are indispensable to any writer. Whether you’ve got 50 or 500 words to get your point across, a piece which is littered with errors is unlikely to be well received.
It’s vital to take your time, consider every word, and go back and proofread. It seems obvious, but you’d be surprised how many copywriters complete projects in a hurry and forget to double-check their work. A quick once over could prevent you from sending work with a silly mistake in it to a client – and you can’t always rely on Microsoft Word.
Copy should always be written with an intended audience in mind – there’s no point writing if nobody is going to read it! Writing for an audience will allow you to identify the most appropriate language, tone and style to use in order to communicate the information.
Some helpful things to consider are:
- Who is my target audience?
- Are they reading for business or pleasure?
- What is their level of knowledge?
- What are the most important things for them to take away from the copy?
Once you’ve answered these four questions, you should have a better understanding of how to write in the most accessible and interesting way for your intended readers.
The ultimate aim of any type of copywriting is to convey a particular message. Whilst it’s important to impart this message with style and flair, it’s also important to ensure that it doesn’t get lost in a midst of overenthusiastic alliteration or stifling similes.
Stay focused on the goal of the copy. Readers often have a limited amount of time, so identify what they really need to know, and write it out in a simple, straightforward way. Copy doesn’t have to be complex – when it’s done well, the quality of the writing will shine through.
If you’re looking for a copywriter who never forgets any of these factors, drop us an email at [email protected].