It's easy to take copywriting for granted. After all, good copywriting should look effortless... But copywriting is its own specific field of writing that requires study and practice.
A journalist who has only trained in journalism won't immediately be able to write award-winning poetry. Technical writers may not be able to write effective mystery novels. Likewise, a content writer won't always know how to write copy, either.
So, when something with passes with flying colors...
how do we know what those colors look like?
In other words, what are the hallmarks of successful copywriting?
Here's some of what goes through my head when I sit down to write copy.
Great copywriting should always consider these:
This definitely isn't everything.
Are any of these new to you?
Do you have any recommendations?
Learning how you learn and work best often determines success. Some of us retain more information from reading, others from listening. Learning our limits, strengths, and weaknesses dictates how productive we can be. What works for one person may not work for another, but nature has a way of helping all of us. Perhaps it is because we come from nature.
At its core, marketing a brand using social media (especially if you’re a small business) distills down to communication management. In my experience, all relationships (from business to romantic) rely on great communication. And often, lack of success is due to poor communication.
Editing is a huge responsibility. As if it isn't enough to manage the final draft, editors also have to tread lightly and try to help writers without hurting their feelings. It's a difficult job, but it can be rewarding.
Editing isn't my favorite task, but the most important goal is to strengthen the writer's voice and help them soar. Editing should never dilute a writer's voice. These written voices are as distinct as our spoken voices.
I'm doing it now. Whether it's a website, a blog, or a social page, web writing needs to be conversational. This isn't a doctorate thesis or a romance novel... Web content is succinct writing that keeps the reader in mind. It should be friendly, too!
Think about visiting a website to buy a sweater. We don't want to frustrate people with irrelevant rambling or disorganization.