New adventures in copywriting 24 October 2011
Starting something new is exciting, interesting…and extremely frustrating at times.
I often speak to people who are trying to write about a new product or service. Even when their business is their own, doing the copywriting for their new venture turns out to be more time consuming or frustrating than they expected.
It’s not uncommon for me to take on a project just after a client has drafted their website or brochure copy themselves because they have found that it doesn’t reflect them, or feels generic rather than unique. Sometimes it’s really helpful to get an outside perspective on content ideas for a new business. It also frees people up to focus on actually getting their new project started!
Three ways to start your new (ad)venture with great copy
Writing and creating copy for something new is a particularly important process. Here are some areas it can be really helpful to consider:
The good stuff
What is it that’s so important about your new product or service? How is it going to improve people’s lives? What is special about it? These big questions are the essence of your new content. Because they are the aspects that will bring your copy to life.
It’s not you, it’s them
This next point may seem like a contradiction to the one above, but it’s not. This copywriting process is not about you, it’s about them. Them out there. All those great people you want to respond to your website or your brochure or your blog. So while you build in the good stuff about your new business, you also need to keep your copy all about your target audience – what they want to know and why it’s relevant to them.
Think of the long run, not the quick sprint
Getting it done and finished is often the main priority when you’re aiming to complete your copy for a new project or updating copy for an existing service. But this approach can be risky. You could end up with copy that doesn’t support your overall sales and business strategy. So, if you can, take some time to pause and look at how your content will fit in with your big plan and you’ll find it works a lot more effectively for you in the long run.
Camilla Zajac, Green Light Copywriting, October 2011
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.
