Ask 20 copywriters for their top 20 tips and you will probably get many different lists. What follows is based on five years as a freelance copywriter in Gloucestershire, UK, preceded by years as a copywriter, technical writer and PR writer. New ideas will come and go. But, from experience writing online and offline marketing materials, there is a hard core of gems that will never disappear. Here, in no particular order because they are all important, are 20 that have worked for me:
1. Write regularly (every day).
2. Interview thoroughly before writing marketing materials.
3. Know your subject. Research, research, research!
4. Ask your client what they want: then listen to what they say.
5. Read widely: background matters for great marketing material.
6. Copy good copywriting (for practice, NOT to use).
7. Prepare a thorough (it needn't be long) creative brief.
8. Emphasise customer benefits: it's at the heart of excellent copywriting.
9. Tackle the subject from a new perspective.
10. Encourage constructive criticism from your clients.
11. Get your hands dirty to understand tangible products before you write.
12. Identify your best writing time and try to work to it.
13. Use the end effect. Set a timer and write...
14. Understand your media: the web is not the same as a brochure.
15. Always include a call to action.
16. Engage your brain before picking up your pen.
17. Mind-map the document you are writing.
18. Understand what the writing has to achieve: good copywriters do.
19. Write for your reader; address them as a friend.
20. Love your work. If you don't, you will never write the best that you can.
From experience as one of Gloucestershire's freelance copywriters, I firmly believe that you can apply these tips and gradually evolve into a better writer. Of course it helps to have a natural ability, but with education, practice and honest feedback, it's possible to improve your skill at writing great marketing material. Why not take a few of the above tips and try using them today. I'm sure that you and the people you write for will see the difference they make to your written marketing materials.
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As one of the more experienced and versatile copywriters in Gloucestershire, UK, Al Hidden offers more than 25 years' experience in technical sales, marketing, PR, technical writing and creative copywriting for businesses that need to define and differentiate themselves.
http://www.alhidden.com
