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How to write a good copy

Updated on May 16, 2015

Tips for writing a great copy

Good copywriting is based on three simple rules: keep it short, clear and simple.

To help you keep it short, clear and simple, follow these basic copywriting rules:

1. Keep it short - Use one sentence to explain each point.

2. Avoid repetition - Describe your point only once unless the repetition is deliberate.

3. Keep it simple - Use simple words put together in logical sequence.

4. Aim for clarity - Your message needs to be crystal clear so read your copy to at least one other person to see if it makes sense to them and if the feedback isn’t great, rewrite until your message is understood the way you intend it to be.

5. Don't use jargon - Your message should be able to be read and understood by anyone, whether or not they have any knowledge of your particular market, product or service.

6. Be consistent -Your message should fit into the context of your broader communications program so you have to use a consistent tone, terminology and stress the same benefits.

7. Be logical - Particularly with longer copy, make sure that what you've included is essential information in logical order. Get an objective view from others before you go live.

Persuasive copy writing

Before you start writing:

1. Know your message - Your message is the whole point of your document so you need to be very clear on what your message is.

2. Think about your audience - Before you start writing your message, ask yourself:

· Who is my audience?

· What do I want my audience to know?

· Why do I want my audience to know this?

· How will I tell them?

How to best communicate with your audience

1. Write about the benefits for your audience - Your audience want to know what the product/service you are offering can do for them; the problems it will solve and any other benefits they will receive from it.

2. Be accurate and honest - Identify and stress your strengths but remember that it is always better to under-promise and over-deliver, so avoid hype and sensationalism.

3. Ensure your copy is appropriate for the communication channel and your audience - look at the customer website and/or brief to see what the customer wants but basically same rules apply: keep it short, clear and in logical order.

4. Use appropriate tone - Keep it short, simple and clear, and use appropriate language and social conventions at all times, especially if you are writing in a conversational tone. ‘Conversational’ means different things to different people so tread carefully.

5. Do not use humour unless specifically requested - humour in business writing never works so steer clear.


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