Showing posts with label Business Services. Show all posts
Showing posts with label Business Services. Show all posts
The Importance of Research for Effective Copywriting
"An important first task when you are planning a piece of written work is to think carefully about its purpose." (1). Start by identifying your reader, bearing in mind these three simple questions:
* Who is my reader? * Will they read this? * What value is being created? (2)
If, for example, your brief is to write a 1000 word ‘business to consumer' brochure on a new range of motorized mobility scooters – the language, tone and style of your piece should not be targeted towards the youth audience. Sounds too obvious? Look in any newspaper, magazine or at any website, and you'll soon find countless examples of advertisements for products that seem to be incongruously addressing a completely irrelevant market. This accounts for the irritation or amusement you feel when viewing a TV advert not aimed at you. When this happens, the audience feels disconnected straight away, and the intended message of the content falls between the cracks. It's one of the biggest reasons sales copy and adverts fail.
In our example, after you've identified your main ‘mobility scooter' readership as senior citizens, you then have a very compelling reason why they will want to read about your new products. But it's a competitive market and the scooters won't sell themselves. So the next part of the process is to ask yourself, ‘What's in it for my intended readers – what benefits will our products give these readers over and above those of our competitors – and how do I communicate this to them in a language they will appreciate?'
Consider benefits, not just features
This is when the ‘analysis' stage of the research process kicks in – when you go back to your product and set out all the features it offers your target reader, listing the corresponding benefits. Think about everything your product can do, and how this will help the reader – how this will create value for them within the content you are about to write.
If at this stage you need to clarify certain product features or specifications, or identify more generalized subject matter that reinforces your point – go onto the Internet and Google your key topics, read up on relevant details that will put your claims into an authoritative context. Imagine yourself in the mindset of your target reader, and search for examples of similar products directed at them. Note the language used to talk to them, and consider what works and what doesn't in terms of tone.
The more detailed your research at this stage, the more rounded and effective your writing will be. You might think you're collecting superfluous details, but when it comes to actually writing your content, you'll find you're already a ‘mini expert' on the subject, and can cherry pick the best facts, stats and juicy pieces of information to back up your message.
The final stage of your research should take the form of collating your rough notes into a definitive structure. This structure will depend on the media in which your content will be published - for example, writing for the Web is very different than writing a sales letter or brochure – but if your research is sound you'll put yourself on a solid footing for actually structuring and writing effective content.
Sources
1. Prof. Gail Huon, The University of New South Wales, Writing Workshop, 2006 2. Gerry McGovern and Rob Norton, ‘Content Critical', Financial Times Prentice Hall, 2002
About The Author
An English graduate from the University of Birmingham and professionally trained journalist at postgraduate level, Laurence James has been copywriting for over ten years. A Member of The Institute of Direct Marketing, he is also founder of The Copy Box - http://www.thecopybox.com
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10 Quick Tips for Proofreading Your Copy
Knowing What to Look for
Before anything else, proofreading can only be made possible if you know what to look for. This means having a considerable grasp of all the intricacies of proper grammar and punctuation as well as solid knowledge on spelling. If you fail in any of these counts, you need to work on them because they can make a huge difference with the quality of your copies as well.
Appropriate Environment
Proofreading is a job that requires great concentration, so find an environment suitable for the job. Get rid of all possible sources of distraction as well.
On Paper
It’s easier to overlook errors when you are proofreading with your computer so do print your copy on paper whenever possible. It might be more costly this way, but don’t you think the sales you can generate for a well-written copy can easily offset the expense?
The Right Mindset
The best way to proofread your copy is to have clear expectations of finding errors. If you think of your work as flawless, you’re more liable to overlook errors. Remember: a positive outlook – even if it means finding errors in this case – always helps in getting a positive outcome.
Read
Resist the temptation to read in the pace that you’re used to. Instead, read your copy slowly and read it out loud if possible. Reading will help you find errors in the style and cohesion of your writing.
When you’re done reading from start to finish, try reading it backwards. The brain tries to automatically correct any spotted error in the content, making you read what you think you see instead of what you’re actually seeing. By reading backwards, you prevent your brain from correcting on auto-mode and view your work for what it really is.
Appearance
Proofread includes correcting the look of your copy. Pay attention to wrong spacing and margins, irregular font styling, and improperly capitalized words. Indeed, pay greater attention to words in uppercase as it’s more difficult to see errors in that format.
Consistency
Proofreading includes making sure that everything about your copy is consistent. Uniformity, after all, makes a web copy more attractive. If you use a certain name for reference, be sure to use that name at all times rather than confuse your readers with various synonyms sprinkled across your text.
Grammar and Spell Check
The options for these mechanisms provided by your processor are not always right. And no, this doesn’t mean that you’re smarter but they’re probably not configured correctly. In any case, don’t rely on them to do your work for you.
Over and Over
Proofreading is not a one-time process. You need to do it over and over and at properly spaced intervals to make sure your copy is entirely error-free.
Another Point of the View
Last but not the least, have someone else – preferably one with the necessary knowledge and experience – proofread your work. You don’t have to pay a professional to do it. If you know other copywriters, you can strike a deal and proofread each other’s work.
A fresh pair of eyes, not to mention unbiased as well, can help find the last few errors in your copy.
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