A blog for all things copywriting, and more...
How to write for someone is just as important as what you write for them.
You wouldn’t randomly submit an assignment, complete a document in one sitting, or make things up as you go along.
And if you are you shouldn’t be.
Because it is just no use just coming up with stuff out of thin air
And the same applies to copywriting.
There are 3 stages all copywriters must go through to complete a solid piece of work that gets the job done to a high standard.
That might sound quick and easy, but let’s get into it:
By far the biggest stage is research.
And that doesn’t mean random Googling, or thinking in your head.
You need to find out what your client needs, and why they need it.
What their concerns, fears, and problems are.
Who their ideal prospect is, and why.
Who they’re in business to serve.
Put simply, if you ask the right questions, you’ll get the best answers.
Only when you’ve done this well, can you even think of putting pen to paper.
You put together your copy, armed with research.
Nothing much to say about that.
You type it out and get it done.
You assemble the skeleton.
And of course it won’t look good, but it’s not meant to.
It’s a guide for what lies ahead.
That crucial final piece of the puzzle...
Now, nobody in their right mind writes a first draft and submits it as their final piece.
It could have grammar and spelling errors, or worse, it might not flow properly.
Either way, it will be nowhere near as good as it could be.
Copy must be compelling and readable, simple and clear.
Because if you’re a copywriter, your job isn’t to please yourself.
It’s to please your client and their audience, and please them so much they happily hand over your fee, and their audience happily opens their wallets for their product or service.
So you’ll need to tinker with it many times.
That could mean taking out whole sentences, adding words, moving paragraphs…
You have to judge what looks, feels and sounds right and wrong.
And that’s where each piece of copy becomes special.
You make changes that others may never have thought of, and you keep at it until you’ve got a polished product that’s uniquely yours.
So copywriting is no easy feat.
In fact, it’s three jobs in one.
Researcher, writer, editor.
It’s a tailor-made package.
You combine all these skills and solve big problems for your client.
Which means your offer is far, far more than just words.
Never forget that.