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32 Point Copywriting Checklist to Bulletproof Your Copy
As a direct response copywriter, I (naturally) go through a set process to ensure that my copy hits the mark. A vital part of this process is performing "checks and balances" to ensure that all the important elements are there AND that there are no...
I Am Biodegradable. My Writing Is Not.
My dad was wrong. I just discovered that I am good for nuthin' after all. In fact I've been good for nuthin' all along. I am 100% biodegradable and that means I can be recycled into nuthin'. It also means that no matter how much I waste, no...
So you want to go into ghostwriting?
So you want to go into ghostwriting? A good way to get writing experience is by ghostwriting, that is writing for individuals and companies under their bylines rather than your own. With ghostwriting, you can test out writing for different genres...
Why Good Copywriting Matters
Whether it is a web page or a brochure or a mailer or a newsletter, your written words decide the direction and dimension of your enterprise. The written copy of your message can make or break your business. It can make your reader eat out of your...
Writing direct mail that really, really works
So, you have something you want to sell. It may be a product, a service, or a cause. It could be a membership, a subscription, or a motor car. It might be paper, health products or the idea that the humane society or the Alzheimers association is...
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Five Keys To Leaner And Meaner Copywriting
Grab 'em and don't lose 'em. Every marketer knows that one. Human beings have very short attention spans, so you can't afford to waste your prospect's time - give them the good stuff and then let them go as soon as you can. Writing effective marketing material is all about writing crisply with just a handful of words.
Clean writing isn't an accident, but is instead the result of the careful application of certain principles and tools. Try these five techniques for crafting leaner, meaner, more effective business copy:
Avoid modifiers. Modifiers change the meaning of other words; the most common of these are adverbs and adjectives (words that describe verbs and nouns, respectively). They're used when the writer feels that the noun or verb needs a little something extra: "the shining sun", "run quickly", etc. Get rid of as many modifiers as you can and choose nouns and verbs that stand on their own.
No lazy words. Every word should be doing real work, conveying necessary information and supporting other parts of the piece. Think of your sentences as support beams and rafters in a building, and analyze the piece word-by-word: are there any nails sticking out of boards? Anything that's there purely for show? Anything that doesn't strengthen your writing weakens it. Strip your copy down to its
most essential parts, and throw out the words that are sleeping on the job.
Reduce it to a single sentence. Do you really know what you want to say? You might be surprised - try phrasing your entire piece into one simple sentence. Can you do it, or are you insisting that your message is too in-depth? Taking your point down to a single statement can give your copy new focus and clarity.
One thought per sentence. Sentences and paragraphs are different things. Avoid long, complex sentences built up of multiple thoughts. Keep your sentences to one thought each, keep them short and simple, and use your paragraphs for the complex ideas.
When in doubt, cut it out. Every writer has written the perfect sentence that just doesn't play along well with others. Hemingway was right - kill your darlings. If you can't figure out how to ease that bit of poetry in with the rest of your marketing piece, cut it completely and don't look back. Be merciless. You'll be surprised how often that's the best solution.
About the Author
Robert Warren (www.rswarren.com) is a freelance copywriter in the Orlando, Florida area, specializing in providing for the marketing and communications needs of the independent professional private practice.
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