Tips, news and views from Green Light Copywriting

The A to Z of smart business copywriting: part 1 15 November 2012

The world of business content has changed a lot in the last few years. Find out more by referring to this quick A to Z guide:

A is for Action

Or Call to Action. This is the clear message in your content which is essential for letting the reader know what to do next. That may be to pick up the phone, take a look at an online demo or click to request a brochure. Whatever it is, make it clear, easy and appealing!

B is for Blogging

B also stands for Brilliant, which is coincidentally what blogging is for your business. This is because, done strategically and consistently, blogging creates lots of good. Good like boosting the SEO of your website, strengthening your profile as an expert in your field and building up a great bank of marketing collateral.

C is for Collaborate

Smarter business copywriting is not just about writing effectively. It’s the whole process of gathering and distributing content. And that means collaborating – with your team, with external people, like copywriters and designers, and with peers who may have a different take on your content. Collaborating effectively is not always easy, but it is important.

D is for Distance

This is the perspective that allows you to create better content. Before you start writing, stand back, switch off – then go and look again. What’s really important here? Why do people need to know it? This stage will help your content to go the distance too.

E is for Everything But the Kitchen Sink

It’s still there. That ancient belief companies hold in which they think they have to include everything – absolutely everything – in their content. That means their entire history from the first day they opened onwards in one web page or their complete mission statement in a small exhibition brochure. This is your reminder not to include Everything But the Kitchen Sink. Take everything out first and bring back only what you really need. After all, E is also for Edit as in Less is More.

F is for Finding Yourself

I’m not suggesting you go on a Buddhist retreat every time you put together your newsletter (unless of course you’d like to). What I am saying is that creating content for your business can be a really effective way of clarifying what is important to you. I’ve seen it over and over again when I’m copywriting for companies. The pattern of developing content and key messages brings to light exactly what is important to a business, helping them – effectively – to find themselves. When you do it right, the copywriting process can give you real insight.

G is for Google, Google, Google

So important I named it thrice. For any company wanting to be found online (and who doesn’t?), Google is an essential consideration in your copywriting approach. It’s not about the old school SEO thinking either. Just in case you hadn’t noticed, Google has changed its game recently – and is planning to do so even more over the next 12 months apparently. So get expert advice and keep Google firmly in mind when you’re thinking about all online content.

H is for Hippogryph

This griffin-like creature is a mythical beast that only exists in Harry Potter and other stories. Your business content needs to inspire while keeping its feet (or hooves) firmly on the ground. It’s great to interest people in all the great benefits you have to offer, but avoid trying to sell a fantasy. Keep your content real and people will be much more likely to relate it – and you – to their specific needs.

I is for Inside-Out

Sometimes, turning your business inside-out can create the most interesting results for your content. There is a strong movement right now towards bringing out the great stories hidden in a business, as you can see in this article by HubSpot. Don’t overlook the good stuff right in front of you. Think inside-out when you’re thinking about your content.

J is for Job

Whatever you’re writing, one thought will help keep it focused on success. Your content has a specific job to do. That may be to direct people to your website or to ask them for feedback. Keep that specific occupation in mind and your content will be much more likely to do a good job for you.

K is for Kitchen

Yes, the place everyone always ends up in at parties. Why? Because it feels comfortable and safe and there’s usually food. Aim for your content to give people the same kind of sense of security. Identify their worries and focus on answering these in your content.

L is for Local

Not limited to geography, this is about staying ‘local’ to the specific problem in front of you. In other words, don’t aim to tell the whole story every time. Pick out what matters and what is relevant to your content and context. So instead of trying to address a whole problem, stay specific and targeted.

M is for Map

I’ve seen this over and over again in my work with different companies. Nice content, but no plan. Copy that is created with a clear roadmap in mind is far more effective. So before you start writing, set the content within the bigger picture. How will it fit with the rest of your business communications? Do you have other relevant content in place? For example if you’re doing a special offer, do you have a targeted landing page for people to go to? Thinking like this will also help put your business on the map. And prevent you – and your prospects – from getting lost.

To be continued…

Camilla Zajac, Green Light Copywriting, November 2012