How to Write Amazing Copy

I’ve heard it so many times as a reporter and freelance writer that now I find it hard to suppress my gag reflex when I hear someone say, “I can write that myself I’ve done a little writing.” Sometimes the person is smart enough to delegate to someone else who has “done a little writing.” Either way, what usually comes out is not the best representation of that business. Of course this isn’t always the case, but many times it is.

Why do people do this then? Some of it is a bit of ego, a bit of ignorance about how to write and the importance of content, but mostly it’s about money. They don’t want to spend money, or the effort of getting a guest writer, to get copy that is stellar.

The truth is anyone can write. But can that anyone convey the message you want to convey? Can they project the personality, the voice, you want your company to have? If you or the person you delegate can write effectively enough to do this then by all means, but if they simply know how to put words together to make an appropriate sentence then you might want to consider hiring someone. Writing is more than just grammar and punctuation.

When I was first starting out as a reporter everyone in my family would call on me to “write” things. It could be a letter to the cable company or an obituary or business correspondence. The worst however, was letters to the editor. I just couldn’t do that and they couldn’t understand why. The reason was because how could I effectively convey what they were so passionate about that they were willing to put that passion into a letter for publication for all to see? Obviously I didn’t have the same passion about the issue because I wasn’t already writing a letter myself, but still, they wanted me to interpret their passion for them simply because I knew how to write.

Similarly, that’s what happens when you have someone in-house write your copy for you. They may understand the inner workings of your company but they may not have the talent to make it lively, to give readers something not just informative but entertaining too. A professional writer or someone with a lot of talent is best suited for the job.

Still intent on writing your own copy? Here’s some hints to make your copy stand out.

1. Focus on one tiny aspect, issue or message you want to convey and delve into that. Writing a press release, web copy, or blog post on a large issue can get cumbersone and confusing. For instance, if you own a bakery, don’t write a post on “All about bread rolls,” instead try “How altitude affects dough rise,” or “Yeast and how it affects your bread.” OK that’s kind of silly, but you get the picture.

2. Find the most interesting, unique fact or amusing story and lead with that. This will engage the reader right away. The web is no place to lead up to the most interesting aspect of the story, there’s too much competing for their interest.

3. Explain to readers why they should be reading and make it clear up front. Usually the paragraph following the funny, sad, or amusing story.  “Links the cat roams freely at Green Tee golf course. Like any other cat he stretches out in a sunny corner and occasionally chases a stray ball, but when he struts around the course it’s evident Links is different. His front right paw was permanently shattered when a stray golf ball hit him. (next graph) Since that day Green Tee golfers have adopted Links and now they are holding a charity golf tournament to raise money for his continued care.”

I could just start in with “Green Tee Golf Course is holding a charity tournament to raise money for a local cat named Links. Links was injured when a stray golf ball hit him. He needs $1,000 to pay for an operation to fix his leg.”

OK this is off the top of my head but do you see the difference? The first one kind of sets up why you should even care about the charity tournament or for Links. The second just gives you information.

4. If you can use photos to illustrate the story, even if they are stock photos.

5. Keep paragraphs short and conserve words when possible. Don’t be wordy. But don’t be afraid to add a little of your own style. Yes you can break the writing rules a bit, I promise I won’t tell your English teacher.