Category: Copywriting

The best way to brief a professional copywriter

Hiring a professional copywriter is a great investment for any business. But if you want them to nail that copy and maximise your investment – you need a clear brief.

A good copywriter will always have a list of questions to get a clear view of your business and what’s expected from your relationship. But make sure you’re prepared.

This simple guide will equip you with the knowledge needed to get the most from your copywriter.

1. Consider your tone of voice 

Is your brand fun and edgy – or professional and educational? Now’s the time to decide. 

If you’ve already established your brand and tone of voice you need a straightforward copywriting service. Your copywriter will learn that tone and create a consistent content campaign. 

Alternatively, your content lacks a voice – or it’s all over the place. In this case, you’ll want to work with your copywriter to create a clear and consistent voice and brand message.

2. Figure out what you want from your copywriter

This is an important step to consider before briefing your copywriter. There are many reasons to hire a freelance writer – whether that’s SEO-enriched articles, lead generating email campaigns or a complete website rewrite.

Establish this early on. It’ll help inform the content, ensure you’re hiring the right type of writer and could save you some money – many copywriters offer deals on larger projects.

3. Describe your product in your own words

You’re the best advocate of your own business. Hearing you describe your product (or service) with passion, in your own words, is a golden source of content for a writer.

Think of it as the copywriter telling your story the way you wish you could tell it. The more information we have, the more accurate the portrayal.

4. Think about what you admire about your competitors 

We all have things we admire (and dislike) about our competitors and major industry players. So, let your copywriter know these likes and dislikes and we can incorporate it into your content. 

Is there a certain tone of voice that your competitors use that you hate? Let your copywriter know. Jealous of a piece of content? Ask for a new-and-improved version!

5. Define your customers (and dream customers) 

Understanding your target audience is key to a good copywriting campaign.

Who is your audience? What are their pain points? What do you want them to do? Essentially, what is the point of this content?

6. Don’t be afraid to ask for amends

Finally, this job is a collaborative process. Because whilst it’s not your writing, it is your message. That’s why copywriters tend to include one set of amendments in their original quote. 

7. Have fun!

Branding and marketing are fun. Have fun and it’ll come across in your content!

If you’re looking for an Edinburgh-based copywriter to help with your website get in touch.

Advertising: Got Milk

Got Milk? A simple and effective message

Copywriting is all about finding the most effective, but simple way of getting your message out there.

It’s important to have a simple and focussed message that can be relayed across your entire marketing strategy. To do this you need a clear understanding of what your brand is and what you want from your marketing.

Got Milk: A simple marketing message

The “got milk?” campaign is a fantastic example of the strength of a clear and concise message. The slogan was developed as part of a campaign for the California Milk Processing Board’s campaign to reignite America’s love of the white stuff.

The campaign took its strength from the simplicity of the message. In just two words the audience were asked a question that reminded them of the place milk has in their lives and the adverts illustrated this further.

The memorable campaign ran for 20 years. You can see the famous advert below.

Finding the essence of your brand

So now ask yourself this – if you had to boil your brand down to just a few words, what would you say?

This article was first published by Orange Crush Digital, a web development and digital marketing company based in Leeds.

How to create headlines that will grip your audience

Writing attention grabbing headlines
Headlines are the first, and possibly the only impression that you’ll have to impress your potential reader. Because even before the first flighty, millennial mind was short circuited by a smart phone, people were getting bored by articles by the second line. Your headline must engage them from the first sentence, because it’s unlikely that more than 20% of readers will make it any further.
As far back as the mid-twentieth century, advertising mogul David Ogilvy said: “Five times as many people read the headline as read the body copy.” In other words, a massive 80% of your persuasive power must shine through in that FIRST line!
So be prepared to dedicate a good deal of your time crafting a headline that’s irresistible to your target audience and promises a clear benefit upon reading the article.
 How to give your readers what they want
With 80% of readers dropping off after the headline you need to give them what they want. You need to capture the attention of your audience with a promise that’s both intriguing and relevant to their interests. So before you start writing any content you need know: who your audience is, what they want, and how you’ll give that to them.
By defining and researching your target audience it’ll be easier to create headlines that they’re interested in and are specific to their needs. With this in mind, the perfect headline will be useful, create a sense of urgency around the subject and provide a benefit they haven’t found elsewhere.
Once you’ve created a headline, go back and ask yourself:

  • Has your reader been offered a reward?
  • Could the headline be more intriguing?
  • Is your headline believable?
  • Does it trigger a strong emotion, or evoke an action?
  • Will your reader be nodding in agreement?
  • Does it accurately reflect the article
  • Will my target audience find it interesting?

So thanks to the 20% of you who made it this far. I’ll be linking to other articles on the subject of headlines as I post them. If that doesn’t compel you to read further, keep an eye out for my other stuff.

Powered by WordPress & Theme by Anders Norén