Copywriting and Editing

Cor, I wish I could write like you…You make it look so easy….Yeah, but it’s alright for you, you’re good at this

As a copywriter it is my job to be able to create compelling and persuasive copy to sell your product or service to a target audience. The above are just some of the comments I get when people see my work.

I hate to dispel the mythical aura around what I do, but the final result that is published isn’t the first result that I come up with.

One of the keys to great writing is careful editing. It is a vital part of the writing process and one that many people skip to save time. But if you do skip it, you’ll end up with error ridden copy that isn’t effective. Here are a few tips to help with this important stage of the creative process:

1. Take a step back – when you’ve done as much as you can do in the first draft, walk away. Not permanently but just leave it alone for a while. Go and walk the dog, have a cuppa, read, get on with another project…anything that will take your mind off what you’ve just written. You’ll be amazed at how many errors you find when you return.
2. Remember your reader – it is very easy to forget who you are writing for. Think about your target audience. Is the tone right for them? Are you using the correct language – is it too high-brow? Make sure you don’t use any jargon. Is it convincing?
3. Get your pruning sheers out – now is the time to be ruthless. Cut down any overly long sentences. Make sure their construction is simple to read and understand. Remove any grandiose words. Keep your writing active.
4. Don’t trust the spell checker – it is the one feature of Word that has made us all lazy. Rely on it at your peril. Check and re-check real names. Make sure you’re using the right contractions (i.e. you’re when you mean you are). One tip here is that I read sentences backwards because it forces you to concentrate on every word.
5. Print and read – I don’t know about you, but I hate reading off a screen. By far the easiest way to edit your work and spot mistakes, is to print it off and read it aloud. You might feel a bit of a Charlie but it will help you spot mistakes, identify overly long sentences and change words to get the right sound and rhythm so it is easy to read and understand.
6. Hit it again Sam – Just when you think you’re ready to publish, stop and go through points 1 – 5 again. Go through them as many times as you like until you are 100% happy with your work. You only get one shot at it so you have to make sure it’s right.

Error ridden copy is sloppy, unprofessional and won’t portray your company in a very good light. It really is worth taking the time to get it right.

So I guess the real moral of this story is don’t leave the writing to the last minute. Be prepared – if you are running a DM campaign, reworking your web copy or carrying out an e-shot you know you will need copy, so make sure you allocate sufficient time to get it written.