Say it loud

Copywriting tip no. 92

When you’re writing, say your words out loud before settling on a final draft.

Everyone knows this, right? Whether we want to be known as the office loon, is another matter. In a busy work environment, you might feel a bit foolish suddenly speaking what you’re writing, but it is hugely helpful when sense checking and proofreading what you’ve written.

Mumble it, mutter it or splutter it.

Far better to seem like madness is setting in than make a mistake. Remember, grammar is there to be respected but sometimes the vernacular is necessary when writing good copy. If your copy is too stilted, it won’t sound natural or conversational and will actually turn customers off.

Good English or good copy? 

Grammar pedants aren’t always right when it comes to critiquing the written word. This is where a good copywriter can bridge the gap between writing compelling sales copy and correct use of English. For example, in spite of what your teacher may have said, starting sentences with ‘and’ or ‘so’ is permissible. But we all know this, right?

So if we know so much, why is writing great copy, so difficult? Unfortunately, some things can’t be taught. You’ve either got a knack for it, or you haven’t. When it comes to your business, it’s this knack that brings results. And that’s where I come in.

Get in touch if you need a copywriter to bring some copy magic to your communications. I’d love to hear from you.

 

 

 

 

 

 

 

 

 

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You want to sound like who?

Oh if we had a pound for every client who wants to sound more like ‘Innocent’. All the country’s copywriters would now be installed on a sun lounger in Jamaica, sipping freshly squeezed tropical fruit drinks from a coconut. Take that Innocent Towers, now owned by Coke!

When brands talk the talk

When a brand is strong enough to know exactly who its audience is and where they want to be, they don’t have to try to mimic their competitors. Today’s audiences want disruption: they’re hungry for it – hell, they expect it. With media clutter at an all time high, it’s going to be a strong voice that cuts through the chatter. So if you sound just like everybody else, how can you make sure your marketing spend is being heard?

When a brand knows what it wants to say and how it wants to act, its tone of voice is a pleasure to devise. The hard part is standing out from the pack as you implement it. Consistency and a well thought out application is key. A great ad campaign needs to be supported at every channel with the same approach to well-thought-through messaging. For example, there’s no point being the no-nonsense supermarket in town if your website is completely baffling and beyond user friendly.

Nice words, but is anyone listening?

If marketers can apply a consistently strong tone of voice, consumers will take notice. One false step however, and it could all blow up in your face. So attention to detail is key, and now that everyone is a commentator, it’s more important than ever to ensure your copywriter is on it – all over it, in fact. We all write tweets and compose Facebook updates. But when it comes to your copy, let’s ponder on a wise marketer’s words: ‘just because you can, doesn’t mean you should.’

With the right mix of creative strategy and strong writing, there’s no reason why a brand can’t take bold steps to stand out from the pack. It just has to be brave and ditch the obsession with Fruit Towers. Who’s doing it well? Aldi, Lurpak, First Direct and Virgin spring to mind, but there are a host of startups getting in on the act, like Propercorn popcorn and Fever-Tree, a premium drinks brand. I could go on. I won’t.