5 tips to effective copywriting

In organisations large and small, copywriting often gets overlooked in favour of more pressing tasks. When it comes time to write something, you jot down a few sentences and hope it gets your message across. However, effective copywriting can bring greater awareness of your organisation and sell your goods or services, so it pays to spend a bit of time crafting content that works. The good news is that with a little planning and thought you can make writing easier and less overwhelming. Here are 5 tips that you can easily implement when putting together your next report, blog, newsletter, and more.

1. Think before you type

Good writing starts with good planning. Take a few minutes to think about how you can make this piece for work best for both your organisation and your readers.

There are a few things to consider before you begin.

  • Your goal – What is it exactly that you need to communicate?

  • Who you are writing for – Writing for potential clients is different than writing for your board. What do your readers want to read about?

  • What is most relevant at that moment to your readers?

2.    Make it personal

Storytelling is the heart of any good communications strategy. People relate to people. Make an effort to tell your readers about the people who use benefit from your organisation. Emotion can often be more powerful than facts. One way to make this process easier is to collect case studies in advance. Then when it comes time to write, you have a story ready to tweak for that particular piece. Don’t forget to use direct quotes so readers can hear directly from the people you interview.

3.    Outline before you write

This tip is especially relevant when it comes to writing longer pieces. If you want the actual writing part to be easy, create an outline. If you’ve already gathered your facts and stories, outlines aren’t too hard to pull together. Your outline doesn’t have to look good. Only you will be using it.

4.    Edit your work

There’s a saying that movies are made in the editing room. The same applies to writing. There will be chunks that you love that need to be cut out, including your favourite sentences. After you’ve written your first drafts, go through it to see how you can consolidate ideas and cut out words. Pay particular attention to punctuation and grammar. Repeat words or missed words are so easy to overlook and reading the piece out loud can often help you catch mistakes.

5.    Write a great headline

A compelling headline will convince people to click on or read your work. Write several different versions and then choose the one that fits best. Think about using numbers or quotes. Writing is a skill. The more you do it the better you will get.  Don’t get scared by that blank screen. Start with step one and work your way down the list. Soon you’ll be writing like a pro. Training Made Visual can help you learn copywriting skills with our affordable scheduled workshops or a bespoke course for you and your team. All courses are tailored so that you walk out with exactly what you need to get started straight away. We can even create your first piece of writing together on the course, so you can walk out with a finished product.

For more information visit www.trainingmadevisual.co.uk. Or feel free to contact me to get feedback on your current material and to brainstorm how you could do more: rachel@trainingmadevisual.co.uk.

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