Toolkit: Copywriting

Phil H · Posted: 24th May, 2007 7:42 am UTC Post subject: Toolkit: Copywriting

Marketing & PR. Getting customers and keeping them without breaking the bank. (2007) Philip R Holden and Nick Wilde. London, A&C Black.

Toolkit: Copywriting

One of the most time-consuming and frustrating aspects of marketing your company is writing the words to be printed in your promotional material (referred to as ‘copy’). That said, we feel everyone should try it. Of course if you find it too time-consuming or difficult, you’ll have to engage someone else to do it for you. And that can turn out to be even more time-consuming…

Why is it so difficult?
If you can’t explain your business or sum up what is unique about it in a few words, then you probably haven’t worked it out for yourself. Putting down in black and white your ‘promise’ is also a big commitment. Customers can hold you to it.
You may have to explain your service to different groups of customers in different ways. In addition, writing copy is difficult because if you don’t have a start and finish point in mind, you end up writing a complicated essay when perhaps what you need is more like a postcard.

What’s the big idea?
Simplify everything, but don’t include everything. Always focus on the best benefit.
Some of the things you do, everyone expects. So firstly, start off with your greatest promise and make sure it’s true. Secondly, have in mind exactly what you want your reader (viewer or listener) to do having seen your communication – phone you, e-mail you, fill in a coupon, visit you, or whatever.
You should be able to offer your prospective customers what they want but with a compelling key difference. If you think you have nothing to say that distinguishes you from the competition, then you need to do go back to the beginning and do a rethink.

Remember what you are selling
This is absolutely essential. You are not selling your product unless you expect customers to order there and then; you are simply producing an order form or a catalogue.
Most advertising, direct mail, website or brochure writing is there to sell an action and customers pay for this with time and effort. So you may ask people to phone or to call into your store. Give them a compelling reason to do so.

Check again. Is it true?
You should have a pretty clear idea of what your values are and how you represent these to customers. Remember, the brand runs through your whole organisation, it’s not just the badge. If in doubt, keep checking what you’re writing against your core (brand) values.

It’s sometimes easy to get carried away with what appears to be a clever advertising idea and fail to notice that it doesn’t fit in with your brand values – the things that matter to you. Everything that you write should be in harmony with your company’s overall ethos. And everything must drive towards getting that response.

Make it relevant for now, not for ever
Many campaigns that work well do so because they capture the feeling of the target customer at the time. It’s useful to think about where and when your prospect will read your ad or brochure. Can you use a local event? Don’t take shortcuts either – if it means writing a new ad next month then do so; keep it fresh. At least one very successful business writes a new ‘open letter’ to customers in their ad in the local paper every week.

What is everyone else doing? Do it differently
If everyone who advertises their service does it by shouting and talking about price, can you avoid doing the same? Could you whisper and imply instead that you could take a huge problem off your client’s shoulders? If all the competition is advertising in the local weekly newspaper, would you be better paying for a loose insert or a radio ad?
Remember, it still has to be truthful; it’s not just a gimmick to get attention. There is nothing worse than a big promise that’s not delivered. If it’s going to be Carol answering the phone, say so:

Voice over: Phone this number and Carol will arrange your van – no price lists, no complicated website, just straight answers and reliable vans when you need them. Just give Carol a call now. She’s a great help.

You can also be different visually (or aurally on radio) by doing the basics differently. If everyone else packs their ads with lists of products, what impact would a big white space have? If everyone uses black and white, could you justify colour? And, of course, if everyone is just saying ‘contact us for more information’, can you put a coupon and an e-mail address and a phone number and a reason to call now, rather than tomorrow?

Be human
The most common pitfall to avoid is the feeling that you have to write like all the other advertisers – in clichés. As George Orwell said, stick to short Anglo-Saxon sentences rather than complex Latin ones. And finally, don’t write for effect: write the truth.

Other sources
To find professional help, use recommendations from local creative agencies or online directories such as www.freelanceuk.com and, of course, www.ultimatebusinessresource.com

Now, please post your comments and experience. Are you writing ads or promotional copy for your organisation? Do they work? What are the problems you face?

(c) 2007 Philip R Holden & Nick Wilde