Copywriting

Just the word 'COPY' can put an inexperienced person into a spin.  It’s something we assume those with degrees in journalism, marketing and/or communication will do.  However, there may be times when you – and you may not have those qualifications – are asked to produce something eye-catching, and for a specific audience, (usually in record time) and you might not have someone qualified in those fields to call on, or at your disposal.

'Don’t panic ' (as Jonesy used to say)…

First cab off the rank – think about your target.  Who are you trying to attract?  Is it the law fraternity or is it the teen market?  There is, as you will appreciate, a huge difference in the type of copy used to target these two disparate audiences. 

Then we need to consider what you are trying to tell them.  Do you want to sell them something, or do you wish merely to inform?  You will see that one would probably need to be punchier than the other.

Perhaps you have been assigned the task of writing the monthly newsletter or an article for an upcoming promotional event.  What do you include?  Photographs are always eye-catching, but don’t fall into the trap of not including sufficient information about the event concerned (and never leave out the names of the people in the pictures!) 

You may be asked to write a catchy line for advertising, you may have to write a poem for a competition at your work, you may have to look at website design and copy for that application.

You might wish to put your own viewpoint forward regarding something you hold very dear and this, too, is copy.  You may, on the other hand, wish to dissuade someone from their held view and will need to be able to ensure that your message is clear, concise and coherent.  If you ramble, the reader’s interest will be lost – and quickly.

Writing copy is challenging, fun and ultimately immensely rewarding. However, if you don’t wish to do it yourself or you are very pushed for time, there are those who have years of experience just waiting to help you.