Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say.

Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page...

"What is it that I am really trying to say?"

With that question, I force myself to take a much more disciplined approach to my work.

I force myself to go back to the brief and take a closer look at the product or service in question, and the needs of the audience to which I am writing.

I force myself to think a lot harder about what really needs to be said in order to attract, engage, inform and inspire the reader.

I force myself to find the one line, the one thought that truly describes what it is I am trying to say.

With that line in hand, I can then start over, knowing that I am heading in the right direction with a clear, simple message.

All too often, copywriters use the process of copywriting to help them 'think'. That's how bad copy happens. You need to get the thinking done before you start writing.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

In The News:

MintCopy Inc. Launches Copywriting Services
PR.com (press release), NY - Sep 5, 2008
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American Chronicle
Wood Stoves & Home Improvement
American Chronicle, CA - Sep 5, 2008
AJ Vanderhorst owns Words w/ Verve, a freelance copywriting business. He grew up reading compulsively and writing numerous articles and stories. ...

Titan launches copywriting contest for massive billboard
Brand Republic, UK - Sep 1, 2008
by Anne Cassidy Campaign 01-Sep-08, 16:15 LONDON - Titan Outdoor is launching what it terms "the biggest copywriting competition in the world" to promote ...
Creatives urged to think big by Titan Outdoor How Do
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Online Marketers Seek Performance Boosts at Online Market World
MarketWatch - Sep 3, 2008
... become a necessity to take the guess work out of such things as site design, advertising campaigns, email campaigns, copywriting, and graphic design. ...

Tips for helping your Copywriting Business
3x24 - Your Newspaper and News Magazine, Germany - Aug 29, 2008
by Ray Edwards Improving these two skills will help you become far more successful as a copywriter. There are many good copywriters out there that do not ...

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Utalkmarketing, UK - Sep 5, 2008
Creative copywriting: To write effective copy for direct marketing material. · Analytical & attention to detail: To have a high level of numeracy and ...

Vocational Copywriting
3x24 - Your Newspaper and News Magazine, Germany - Aug 27, 2008
by Ray Edwards Copywriting as a trade carries with it a great number of benefits. A copywriter will earn more than the average salary in the United States. ...
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