What is good copywriting? Getting the basics right.
There are three simple principles at the heart of all good writing – whether you’re creating professional services copy, B2B content or UX customer journeys:
It’s clear.
It’s concise.
It’s compelling.
Let’s take a look at how you can achieve all three.
1. Make it clear
Start with a purpose
Before you start writing, ask yourself:
· Why am I writing this content?
· What do I want it to achieve?
· Who’s my target audience?
· What messages do I need to give them?
· What action do I want them take?
Create a strong structure
Plan your content before you start writing to create a structure that works – and simplify the writing process. With your structure all planned out, you’re free to concentrate on the words.
Write with clarity
Anyone can string a series of words together. But crafting well-written content is another matter.
You need a sound knowledge of the building blocks and mechanics of writing to be able to communicate to your target audience. So don’t be afraid to use all the available online grammar tools!
And, of course, follow any tone of voice and style guides, to make sure your words express the brand you’re writing for.
2. Make it concise
When it comes to writing, less is more. Your time-constrained reader will love it if you can get your message across in 50 words rather than 100 – or 500 words rather than 1,000!
Start by laying the groundwork: know your subject and target audience, and be clear about what you want to say.
You’re now in a great place to:
· Keep your sentences short – aim for up to about 20 words per sentence as a rule of thumb
· Avoid wasted words – reread what you’ve written, and cut out any unnecessary words
3. Make it compelling
Your target audience will only engage with your content if it’s relevant and interesting to them.
So do your research. Who are you writing for? What do they want or need to achieve? What influences their mindset?
Your brand tone of voice will give you a clear steer on the type of language you need to use. Don’t have one? Have a look at your competitors, to see what works – and doesn’t work – for you and your audience.
But remember. No matter what tone of voice you use, your writing must always be clear, concise and easy to read.