The most difficult part of the copywriting process is beginning. You have so much you need to say but a blank page makes it difficult to know where to start. Luckily, we have the tips and tricks to help you get over that first hurdle, and crafting the perfect message.
1. Remove distractions
It can be easy to ignore the task at hand if you allow yourself to be distracted by a phone call, email or chatty co-worker (or if you work from home – your latest guilty pleasure in day-time TV). The best way to tackle that blank page is by blanking out time in your schedule to sit and think, without the interruptions.
2. Understand the purpose of your messaging
Your copy needs to serve a purpose and never lose sight of who it’s intended for. So, before you begin, write down the purpose of your copy – what message you’re trying to send and who it is for. Not all messaging will be appropriate for every audience, but by understanding your audience, their needs and what resonates with them, you can more easily craft appropriate copy. For example, if your audience doesn’t know anything about you, your messaging will need to make it clear to them who you are and how you can help them. If your audience is already aware of who you are, then your messaging can cut straight to the chase with how you can help them.
3. Consider the placement of your copy
Another important thing to know before you start writing is where your copy is intended to go. There’s nothing more frustrating, or time consuming, than realising your beautifully crafted copy is not suited or appropriate for the platform or medium.
4. Determine the outline of your copy
There’s more than one way to skin a cat, but as a rule, a good content outline for most copywriting is this:
- Introduce your topic
- Identify what your reader needs and how you can meet those needs
- Offer greater detail of how you can meet those needs, and the tangible benefits your reader can gain
- Summarise your key points
- Lead your reader to take action and tell them what to do next
5. Writing is re-writing. Put it aside and return to it later.
Even experienced copywriters know that the first draft is not the last. Curating the perfect message requires fine-tuning, and usually, a few iterations. Take a break and return to your project later for editing. Time away from a project can help fire up your brain, allowing you to process errors in spelling, grammar and structure; errors that may otherwise go unnoticed during the writing process.
The perfect message takes time – so never feel exasperated if your copy doesn’t hit the mark the first time around. What’s important is that you begin, with a clear purpose and an idea of who you’re targeting. Without the added distractions, you’ll be beating the blank page in no time.
Need a hand with your brand’s copywriting or messaging? Get in touch! Whatever your brand has to say, at Social Weaver, we can help you tell your story.