How to keep score in copywriting 1 July 2010
Copywriting is like footie. You need to keep your eye on the ball. People sometimes ask me how I stay focused when I’m working on a writing project. I’d sum up my approach in three moves:
View: i.e. look out for the end result with a clear sight of any potential obstacles along the way. This is my starting point – an A to Z for the complete copywriting journey. But I also need to update my perspective as I go along because priorities sometimes change.
Review: i.e. keep your critical spectacles on throughout a writing project. By reviewing as I go along, I can keep the copy consistent and catchy.
Renew: i.e. leave the copy alone and then look again. This might be for as long as it takes to make a cup of tea – or for half a day or longer, depending on the nature (and urgency!) of the project. It’s amazing what you notice when you’ve had a little time and space away from your writing. The extra perspective can produce some great new ideas for your copy, too.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
