Copywriting - the basics
Hello. We're The Word Department, a group of freelance copywriters based in the UK.
We don't mean to patronise anyone reading who's an expert. So apologies to you copy gurus. But it's surprising how many people start writing without actually setting out what they mean to achieve.
There are just a few simple questions you need to ask (or better still, your copywriter needs to ask you) before getting started with the detailed stuff:
Who are you talking to? What do you know about them?
What do you want to tell the reader?
(These can be bullet points, as your copywriter will elaborate using source materials you’ve provided, answers from you, or from research they’ve carried out themselves.)
Which medium are you going to use?
(For example, writing for a website is very different from a sales letter, radio script or press ad. This could also affect your word count.)
Have you thought about the correct tone of voice to use?
Don’t worry if you haven’t, as your copywriter will address this. Let them know if you need to match the voice to any existing websites, leaflets, posters etc. But don't avoid this issue, it's important.
Finally – and vitally - what do you want them to do?
There’s no point spending time on well-crafted copy if the reader doesn’t know what to with / about the information you've given them. Always remember your call-to-action.
Obviously they're just the bare essentials, and there'll be further, more specific questions relating to your business. But once you've set off with clear aims, your task becomes much more straightforward.
Good luck.
Agent A
THE WORD DEPARTMENT
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