creative haberdashery

5 tips for the occasional copywriter

computer-wide-angleIt can be pretty tortuous to put pen to paper if you’re not someone who writes copy every day. Most people would rather do anything else. Yet copywriting remains one of those chores that’s difficult to outsource. After all, you took English in school. You can certainly write your own brand story. Easy, right?

I wish that were true. But in reality, most people hate to write. So writing projects — even something as essential as positioning your brand on your website, get put on the back burner. If you don’t have a well-crafted brand story, in the minds of your customers, there’s no clear difference between you and the competition.

Just as you know your job and know it well, a freelance copywriter knows how to write. He or she has likely spent Macolm Gladwell’s projected 10,000 hours perfecting the craft of copywriting. Here are a few tips from the roughly 30,000 hours I’ve put into becoming a top-notch copywriter. Even if you only write occasionally, they should help you become a more productive and effective copywriter.

  1. Make sure you know what you’re writing about. Sounds silly, right? But just knowing you’re writing about XYZ Company is not enough. You must decide what you’re saying about XYZ. What’s most important? What can drill down to another page/post/tweet?
  2.  Your words are not small children. It’s OK to kill them, even if you love the way they sound. If they don’t say the right thing, grab a machete. (See #3)

  3. Use as few words as possible. People just don’t read long copy any more, especially on digital platforms. (See #2)

4. Reread your work. If you get tripped up on a word, it’s probably the wrong word, or it’s the right word used in the wrong place.

  1. Check for redundancy. Because we are trying mightily to say exactly the right thing, it’s easy to get caught up in over-explanation. Be honest. Delete and/or merge with abandon.
  • Keep your sentences nice and short. For web work, cap your sentences at 10-15 words

  • If you’re still not happy and your budget can afford it, hire a pro. A professional writer will listen to what you want to say and come back with copy for your review. The words and thoughts will still be yours, minus the blood, sweat and angst. Then you can get back to your real job. You know — the one you’ve spent 10,000 hours mastering.

     

    Similar posts

    No Comments Yet

    Leave a Reply

    cindi acker-hein

    cindi acker-hein

    writer + creative partner
    I love my work: teaming up with awesome creatives. Word nerdery. Problem solving. Simplifying. Intelligenting. Learning. Seeking FTA, SOH, PR.Read more...

    enjoy

    • joan-riversCan we talk about websites and creativity?
      Can we talk? The legendary Joan Rivers was famous for that catchphrase, as she worked her way onto red carpets and late night talk shows with her gift of gab. Joan, of course, made her name during [...]

    why you’ll love working with me

    -Art directors love the conceptual teamwork

    -Solopreneurs love how quickly I catch their excitement

    -Big companies love how I bring consensus to cranky
    stakeholders

    -Agencies of all sizes love how seamlessly I join their teams

    And I love working with anyone who begins a conversation with, "What if . . ."

    engage

      Phone: 1.614.436.4599

    Adaptable

    "Can come in, literally at the drop of a hat and start working. Immediate contributions and high productivity."

    Strategic

    "The combination of creative and logical instincts make Cindi a rare commodity."

    Conceptual

    "Thanks for stretching us to try new ideas."

    Customer-focused

    "Cindi has a very effective way of choosing one of her 99 hats, getting deep into the features and benefits of your business from a customer point-of-view, and emerging with targeted concepts that really ring true."

    Cross-industry experience

    "Cindi is amazing! She is intuitive, highly creative, professional, easy to work with, fast, and is able to organize and clearly define highly complex projects. Her vast range of experience allows her to handle any type of project."

    Intuitive

    "We’ve partnered with Cindi on many projects over the years because we know she’ll see new angles and then deliver intelligent, well-crafted concepts."

    Thoughtful

    "Cindi is one of few people who has been able to capture the essence of my work. She listens intently, does her homework, turns an incredibly well-heeled phrase...all with a delightful personality and calm demeanor."

    Innovative

    "Cindi is a great thinker. She can analyze situations and information and come up with innovative solutions to problems."

    Energy & Enthusiasm

    "Working with Cindi was an absolute pleasure. Her work ethic, creativity and personality blend together to culminate into fantastic work."

    Creative Partner

    "“Cindi is the best creative partner an art director can have. She's not just an excellent writer, she's a big idea creative director who understands consumer behavior and hitting a target dead center.”"

    Collaborative

    "Cindi has a wonderfully creative way of meshing visual imagery with verbal language for the average person to understand.”"

    Big Ideas

    "Cindi is a valuable creative partner. She's not just talented writer, she thinks about the whole idea and consistently focuses on the customer's point-of-view."

    Try Class 1 for free!

    WebWrite-Class-1

    The very first class and the one you'll thank for setting you on the road to easier and greater content

    Expert

    "Cindi's expertise in copy writing - from CRM to Industrial to Retail has been invaluable in helping me shape brand voice"