Writing your own copy – is it worth it?

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Great copy can truly make or break a great marketing project. Missing a spelling mistake or working with confused messaging can simply turn the reader off to what it is you’re trying to sell.

However, if you have a flair for communication and think you can save some time and money by producing your own website copy, brochure content or advertising straplines, it could be worth having a go.

Follow our step by step process that will help you unleash your inner wordsmith, and if you’re still struggling with writers’ block, give us a call and we’ll get you unstuck.

1. KEEP YOUR GOALS IN MIND

What exactly does this piece of communication have to achieve? Is it compelling sales copy for an advert? Or an informative landing page for your website?

The goal will determine the tone of voice, and make sure you stay on track.

2. ASK YOURSELF ‘SO WHAT?’

What’s in it for your customers? Don’t provide lots of supporting information about the features of your product or service, ask yourself why that is important and your copy will be all the more compelling.

3. FACT CHECK AND BACK UP WITH STATS

Don’t make bold claims if you can’t back them up with the cold, hard evidence.

You can’t claim to be the cheapest supplier, if in fact your competitor is undercutting you. Look for the facts, and incorporate some figures where possible to add context and credibility to your work.

4. KEEP YOUR CUSTOMER IN MIND

At every stage of your writing process, keep your customer and goal at the very forefront of your mind. Ask yourself after every sentence whether this adds value, or can be edited out.

5. GET STARTED

It’s intimidating to stare at a blank Word document, and it’s at this point you’re probably going to encounter your first stumbling block.

Just get started, write from the middle or begin writing your conclusions. It doesn’t have to be perfect; it just has to be written.

6. TAKE A BREAK

Well done for finishing your first draft! It’s sometimes the most difficult step, but it’s time to walk away and take a break from your work. Even if you’re on a tight deadline, work on something else for a while, before casting your eye over what you’ve written.

7. REDRAFT

No one has ever written a perfect first draft, it’s time to get your red pen out and edit your work and make improvements on what you’ve written All the best writers say this is where the magic happens.

8. THINK ABOUT YOUR HEADLINE

Writing titles and headlines is an art, and it’s what will capture your readers’ attention. Think of something catchy and succinct with some keywords added and you’ve hit headline gold.

9. ASK SOMEONE ELSE TO EDIT

If it’s possible, get someone else to proofread and edit your work before it goes live, whether in print or online to double check your work and spot any errors you might have missed.

10. HIT PUBLISH

It’s too easy to make change after change, tweaking here and there and questioning what you’ve done. Perfectionism can be paralysing, hit publish when you’re satisfied and have another little break to celebrate!

If you’re still stuck with where to start, give us a call on 01565 632 112 and we’ll help you tackle that dreaded blank page.

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