Writing tips for copywriters and, well, everyone who writes

Writing is hard. Let’s make it easier with helpful tips and a pre-flight checklist.

Whether you are new to copywriting, an experienced copywriter, or someone who simply wants to make your written points more clearly, you can improve your writing with the timeless copywriting tips below.

I’d written these tips some years ago to help the younger writers I worked with, and I still reference them myself at least a couple of times a year.

The writing process: 5 steps to success

1. Research. Before writing anything, collect similar pieces that your organization has produced previously. Then Google up everything you can that other companies have done so you have a foundational knowledge of the market and its language. We will write more confidently having found good examples, good ideas, and best practices to build from.
2. Plan. Know your readers and their needs. How can our product or service help? Think critically about what stage your reader is at in the decision-making process and tailor your message accordingly. Make a list of the key ideas you need to cover and check them off as you go. If it helps, draft an outline to serve as your road map.
3. Write. Step into your reader’s shoes and write from his or her point of view. Use a warm, conversational tone. Ask questions your reader would ask and write from the heart. With every sentence, ask yourself, “Would I want to read this?”
4. Edit. Look for every opportunity to make your message clearer, simpler, and more compelling. Cut unnecessary words. Readers won’t give our copy lots of time—they will read, and keep reading—only if they find it helpful.
5. Proofread. A clean first draft means fewer errors to fix later, and it’s good practice to help us stay sharp.

Writing tips for copywriters and anyone who wants to write more clearly

• Write with purpose. What is your reason for writing? Who are you writing for? Do you feel confident this is the right message for this audience? If you aren’t clear about your purpose, your reader won’t be, either.
• Show you are genuinely interested in helping the reader. Every communication is an opportunity to solve a problem or provide value. As one blogger said of copywriting, “Solving real problems is more important than understanding persuasion tricks.”
• Write every word with the goal of convincing the reader to take the specific action you want him to take.
• Lead with your most important ideas.
• When writing headlines, finish this sentence for your reader: “I want to….”
• Keep it simple. Don’t lose sight of the main, overarching idea. Provide enough supporting information to be compelling and helpful, but don’t over-complicate the message.
• Get to the point. You have just seconds to catch the reader’s interest. Come out of the gate strong with words that work hard. Avoid starting headlines and sentences with a snoozer phrase such as “There are….” Capture and keep the reader’s interest with substance and value.
• Focus on benefits. Ask:Why would my reader care about this? How does this help her? Use the “so-what” method. “ABC Program lets you learn at your pace.” So what? “So you can save time and money, and graduate sooner.” “XYZ Program offers two certificates.” So what? “So you can gain new skills and a new credential quickly.” So what? “So you can keep your knowledge up to date, show your commitment to professional development, and gain a competitive advantage in the job market.”
• Be clear. Aristotle said, “Clearness is secured by using words that are current and ordinary.” If you wouldn’t use a phrase in a personal conversation with a prospect, don’t use it in your copy.
• Be specific. Specifics outsell generalities. They build credibility and give your reader ideas he may not have thought of on his own.
• Write in the active voice. “We’ll be in touch,” not “You will be touched You will be contacted.”
• Minimize jargon. If you have to use a buzzword, explain it clearly.
• Avoid superlatives. Amazing. Incredible. Fantastic. These sound like the hyperbole of a used-car salesman.
• Don’t go overboard with adjectives. As Mark Twain said, “When you catch an adjective, kill it. No, I don’t mean utterly, but kill most of them—then the rest will be valuable. They weaken when they are close together. They give strength when they are far apart.”
• Write for both readers and scanners. Scanners want to skim headlines, subheads, and bullet points. Readers want to know the finer details.
• Make your copy look appealing. Avoid long paragraphs. Use short words and phrases, including broken sentences. (“Now you can earn your degree faster. More affordably. On your schedule.”)
• Edit ruthlessly. Trim the fat of unnecessary words and phrases. Make every word count so you don’t waste the reader’s time.
• Read your copy aloud. Listen to its rhythm. Is it smooth and silky, or does it lurch and stumble?
• Persuade your reader using emotional benefits. How will your reader feel to finally earn a bachelor’s degree? Once you’ve found an emotional hook, help the reader justify taking the next step using rational logic, facts, and numbers.
• Reference the style guide. If your client has a style guide, consult it to follow their rules.
• Let’s say it again: We are here to help. Our readers have wants and needs and concerns. We have solutions. Our job is to engage readers’ interest and help them decide if our solutions are right for them.

Copywriters’ pre-flight checklist

Here’s a quick checklist to help you make sure your writing is ready before you pass it along:

❑ Have I done my research (studying the client’s self-published communications as well as work done by outside organizations)?

❑ Am I confident I know my purpose? Will that purpose be immediately clear to my reader?

❑ Have I put my most important ideas first?

❑ Is my call to action clear and highly visible?

❑ Will the reader find my copy helpful?

❑ Have I put the reader first? Have I used the word “you” a lot?

❑ Have I written for both scanners and readers?

❑ Is my copy clear and easy to understand?

❑ Is my copy specific and precise?

❑ Have I written in a friendly, conversational tone?

❑ Does my copy look appealing to read?

❑ Have I focused on benefits over features? Have I used emotional benefits?

❑ Have I written in the active voice?

❑ Do my subheads create interest and describe the copy that follows?

❑ Have I eliminated every unnecessary word?

❑ Can I replace any word with another that packs more punch?

❑ Have I proofread my work before passing on?

Go forth and write it right

There you have it — timeless tips to improve your writing.

Oh, don’t get me wrong. Writing is hard, and no matter how long you practice, it hardly ever seems to get easier. But keep these tips in mind and you can’t go too far wrong.

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What are some of your best tips for copywriters and aspiring writers? Please, share below.

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