From admin to invoicing, emailing to employing and all the social and networking stuff in between… there are words. And there are plenty of them.
But there are times where we;
a). Can’t afford a copywriter to come in and do all the writing for us.
b). Need copy and content written NOW and don’t have the time to wait for a piece written by a third party.
c). Work for an organisation that has extremely in-depth internal practices and procedures and would require someone inhouse to perform writing tasks.
d). All of the above.
So, to save you staring at a blank page wondering where to start, here are five ways YOU can write your own copy to ensure your audience, reader, purchaser or stakeholder takes action after reading your words.
See you on the other side.
Before you even begin typing, you need to know exactly WHY you’re writing. Why are you sending these words out into the world? Are you trying to sell? Are you trying to engage? Do you have a strong opinion that you want to share?
This ‘REASON’ becomes your objective. Once you are certain of your objective, it makes it a lot easier to begin crafting the right words. If you ever stray, return to the objective and be guided by this reason.
#Fakenews won’t cut it here. Any good piece of writing, be it online or in print format, needs to be so well researched it isn’t even possible to find holes in an argument or piece that you are presenting.
You won’t be able to write anything of substance until you have facts (and I mean the real deal) to back up what you’re saying. Research, research, research until you are certain that you’ve supported your idea from every single angle.
It’s now time to put pen to paper. Begin drafting your ideas and connect these with the research and reasoning you have. Slowly you will see a strong foundation that will become a phenomenal piece of communication once completed.
I’d always suggest putting pen to paper before typing. Although this may be a little more time consuming, it’s been proven that putting pen to paper allows for the brain to properly comprehend and remember the points you are making/learning/writing.
Don’t publish or send anything until you’ve re-read, and re-read again. You need to be sure that what you’ve drafted is coherent and concise, but also clever and confident. The only way to achieve that type of written content to is proof read with the finest comb you can find.
For extra points, read your piece aloud. It makes it easier to understand how the reader may hear your words in their head, and also breaks down the areas that may need to be written so that your piece can flow better.
EDIT. If you do not edit, you cannot publish. It’s as simple as that.
Editing is what makes a good piece a phenomenal piece and adds value on top. The editing stage is where you re-read what you’ve written and ensure that what you’ve written aligns with your 1. Reason and is backed up by your 2. Research.
Be sure to do one edit that involves reading and ensuring the tone is consistent, and then another that focuses specifically on grammar and punctuation. These are substantive and tone edits that ensure there is depth in a written piece.
So, the next time you are ready to jump into some serious content writing for a brochure, website, email, newsletter or social media campaign, be sure to follow these five rules, and allow them to guide you toward writing a piece of substance that ensures the audience takes action rather than skim reads and skips.
And if you can’t do that, make sure you find a copywriter who can!