A Letter To My Younger Copywriter Self

You’re a pup, tugging on the leash. You’re raring to go. Copywriting’s new and fun - and goodness knows your energy’s a good thing. Never lose that. Do remember though that everything has a purpose. When you’re writing a tweet for a brand you’re writing to entertain. When you’re promoting a product your call to action should be loud and clear. When you’re writing web copy you want to convert visitors to leads, and leads to customers. Good copywriting is business, not poetry. Here’s a few tips to you, my younger copywriter self, that will help you on your journey.

1) Clarity is key I know, I know. You’re entranced by metaphors and the jewels of language. But there’s a time and place for poetry - it’s not this. Copywriting is communication between you and your customer, and that requires clarity. Make sure every word adds value. Trim the fat and keep the language lean. You want your body copy to be well-structured information. Most of all, you want to be understood.

2) Research your audience You want to leap in head-first. Resist the temptation. Figure out why people buy your brand’s products first, how they buy it, what they use it for. Find out everything. Stuff your mind with information till it’s brimming with facts. This will give you plenty to work with. And whilst we’re at it, check out a guy called David Ogilvy, the Father of Advertising. He said some good stuff that will help you. Here’s a few wise words from one of his students, the legendary copywriter Gary Bencivenga:

“The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. John Caples advised me once to gather seven times more interesting information than I could possibly use… Research is the infallible cure for writer’s block.”

3) It’s always about them It’s so easy to slip into talking about me, me, me. Nothing’s more off-putting, on the page (and in real life). But you already know this. Don’t focus on your client, focus on the relevance of your message to the reader. Instead of saying ‘We believe we are the leaders in the field,’ say ‘As market leaders, we know how to give you…’

4) Personalise You’re chatty, you’re friendly. That’s okay for some and a big no-no for others. Make sure you know your brand’s USP and build a sharply defined personality for that brand. Differentiate yourself from the competition by using a tailored voice, style, word choice and values which match your target audience’s needs and desires. When you’re on the page you’re acting on behalf of a brand. Don’t forget it.

5) Take a walk Yes, you like sitting at the desk waiting for things to happen. Things will rarely happen that way. The unconscious is a funny thing. It often speaks to you when you least expect it (you’re starting to realise this now, I know). Overload your mind with lots of stuff and then unplug. A ten-minute walk can solve the world’s problems. Creatively speaking, at least ;)

Good luck. You'll be fine.