When you see great copy, you know it. It hits an emotional chord, grabs your attention, changes how your think and, hopefully, prompts you to act. But crafting great copy is not about being the wittiest and loudest in the market. It takes a combination of strategy, creativity and flexibility.
When attempting to write creatively, there are a few basic things you should consider. Below are the top three considerations you should always have in mind when coming up with storytelling that will hopefully impact your bottom line and the perception of your brand.
1) Create Messages with a Purpose
No matter where your content is going be housed — be it for a blog, whitepaper, advertisement, social media or otherwise — it is important to have a goal in mind. Ask yourself, “what is the purpose of the content I’m writing, and what is the message I need my audience to retain?” Are you persuading someone change their mind about a product or service you are providing? Perhaps your goal is to outline its unique qualities and benefits? Regardless, you must create a clear messaging goal to ensure your writing remains focused, concise and meaningful.
2) Identify Your Audience, Their Language and Their Needs
Establishing your messaging purpose is only half of the puzzle. You need to truly understand your audience. Within an agency setting, we understand that different markets and brands have different audience segments. Whether it’s industry peers, company stakeholders, potential and current customers or other communities with which your brand engages — each has its own unique needs and are seeking out information relevant to them. Know your audience and speak to their needs in their language with your messages.
Remember that not only does each unique audience segment you want to engage likely speaks its own language, they also may define the problem they are trying to solve with your product or organization differently, and they likely engage with content in different ways and on different platforms. You should consider all of these elements not only when writing your copy, but also as you optimize it for where it will live and how it will be displayed. You must view things from the unique perspective of your audience members to create content that resonates with them.
3) Step Out of Your Comfort Zone
Inexperienced copywriters might need to switch gears. Even the most seasoned marketing and communications professionals struggle to do so and naturally find themselves writing in a more formal tone. Do not be afraid to try out new styles and transform your writing voice. Creative copy that is effective often stands out because it is zany, clever, or takes on a persona that matches its brands. So, do not be afraid to step out of your comfort zone.
Study the copy you see on a regular basis that captures your attention. This is a great exercise for exercising your own copywriting muscles. The next time you find a piece of content that catches your eyes, ask yourself why it does and take a moment to analyze it. Was it the voice? Was it their intriguing persona and word choice? It is easy to forget that writing creative writing often uses a tone and style that differs from your everyday, business-oriented communications and correspondences.
You would be surprised what you can create when you step outside of the box, write with confidence and are willing to take chances. Enjoy the process and have fun trying new things.