The Dos and Don’ts of Copywriting

Writing good copy isn’t as simple as just putting pen to paper, otherwise everyone would be a fantastic copywriter.

Good copywriting can be hard to come by and takes an exceptional amount of skill and knowledge to learn.

At Fingertips we have a brilliant team of copywriters who produce great work, I asked them to tell me their list of what to do and what not to do when it comes to copywriting and this is what they came up with.

The Dos:

  1. Know Your Audience – You must know your audience so that you can talk directly to them, in their language and their voice. Never make assumptions that you know the audience ensure you do your research.
  2. Have a Clear Call to Action – While you are writing it is important to remember why you are doing it. Call to action is extremely important, what do you want your audience to do.If your call to action is not clear and noticeable, no one is going to do anything.
  3. Write for scanners – Writing for people online is different for writing for someone who is reading a book. Copy online is read vertically, not horizontally. Selecting the correct fonts, using headers, bold, italics, will create a trail for the eye to follow.
  4. Keep an eye on what your clients competitors are doing – If you have a new client,then before you even start writing, check out what their competitors are doing. After all you want to make sure that any ideas you come up with are unique.
  5. Remember proposition is everything – Differentiate your clients business, by making sure you create a distinctive brand and voice.

The don’ts

  1. Don’t forget to make a plan – Regardless of what you are writing it is important to make a plan. This will allow you to harness your ideas, highlight benefits and ensure that your copy is not jumping around all over the place.
  2. Don’t write for everyone – Not everyone is going to get you, it is a myth that having lots of likes on your Facebook page means you are successful. The best and most successful businesses write for a small subset of your entire audience, making it much more personal.
  3. Don’t create long sentences – This can be hard especially if you have something complicated to say. But long sentences will put off your readers. Ideally you should aim for no more than 10-15 words in a line.
  4. Don’t forget to spell check – A simple rule, I know, but you will be amazed as to how many people forget it. Spelling and grammatical errors make your work look lazy and unprofessional. So spend the few minutes it takes to run the spell checker!
  5. Don’t forget to proofread – Not only should you cast your eye over your text before submitting it, it is well worth getting someone else to have a look too, because sometimes you can be too close to the subject.

So all you need to do now is follow this list of dos and don’ts and you should notice that your copy improves and is more effective. Effective Copywriting is a skill that can be learned, but if you do not have time or do not want to write your copy, we can help you.
Fingertips Typing Services have a team of talented copywriters on hand to help create fantastic pieces of work, from adverts to brochures and websites. Contact us: info@fingertipstyping.co.uk

 

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