Professional copywriting tips

Copywriting tips for September 2006

After venting my frustration on the 'annoying grammatical errors' in last month's 'Tips' section, I've now calmed down and decided to take a more logical approach to this self-help section of the website.

As such, I've decided to start at the beginning with some bite-sized information on the basics of copywriting.

Don't forget, we'll also archive all the old hints and tips, so that over the coming months they will build up into a useful reference; a bit like those weekly issues of 'The History of the Porcelain Doll' available from your local newsagent, seen advertised on TV between episodes of 'Countdown' and ‘Richard and Judy'. The only difference being that, with our series, you won't receive a 'beautifully embossed collectors' folder free with issue one' and, unless you're a porcelain doll collector, you'll hopefully find this more interesting.

Right, as it's the beginning of the school year, empty your satchel, sharpen your pencils, and get ready for lesson one — oh and you in the back row, get rid of your chewing gum.

Lesson 1 – Know Your Audience

Before you put pen to paper, or fingers to keyboard, it is vital that you know your audience.

Our fictitious 'The History of Porcelain Doll' magazine is actually a good illustration for this month's lesson. It's probably fair to say that the majority of us won't be hammering down the doors of our local newsagent for the latest edition of this specialist magazine.

Yet the make-believe publisher of 'The History of the Porcelain Doll' knows its market. The company has done its research and has in-depth market information about the profile of its target customers; it knows that their average customer is female, 55 – 70 years old, from socioeconomic groups C2/D/E and spends her weekday afternoon watching Channel 4. Hence, their advertisements are scheduled for this time and feature a style of language to which their customers are most likely to respond.

Think about your audience

Before you start writing ask yourself the question, 'who do I want to read this?' The answer will often depend on what you are writing copy for — e.g. website, annual report, recruitment ad, sales brochure, press release — but your audience could be:

Existing customers
Potential customers
The board of directors
Staff
Trade media
National business media

The options go on, but it's easy to see from this short list that the style of writing, use of technical terms, messages and so on, will vary drastically depending on the audience.

For example, it's unlikely that the board of directors will be impressed by an annual report written in the style of a tabloid newspaper, but it might just be the approach required for a quirky press release.

Do your research

Even if you don't have the luxury of a marketing budget the size of Posh Spice's weekly clothing allowance to spend on market research, it doesn't mean to say that you should sit back and do nothing.

There is a wealth of information available free of charge, that you can use for research purposes, for instance:

Existing sales records can provide you with a greater understanding of your customers and clients
When it comes to the media, read old copies of the publication you want to target – what type of stories do they feature and how are they written?
Last year's annual report will provide you with a format and idea of style for writing this year's document
Check out your competitors to see the type of information they supply and how they talk to their customers
Surf the net for examples of e-newsletters and blogs

What does your audience want to read?

Once you know who you are targeting, every word that you write should be aimed at them.

That is, your writing should provide them with what they want to know: not what you want to tell them. But that's a story for another day.

The bell has rung on Lesson One, so pack up your things, leave your chair under your desk and put on your coats ready for home time.

While you're waiting for your parents to collect you, consider the following...

Thought of the Month

When researching your target audience think about the following tongue-in-cheek philosophy:

Copying from one source = plagiarism

Copying from many sources = research

Find out more

If you want to know more about our copywriting services and how we could work with you to meet your copywriting needs, or for a quote on a copywriting brief, please call 077 646 854 12 or complete our online contact form.