In the copywriting business much is made of the different types of writing.
Channels, platforms, concepts, voice and style are often all discussed, dissected and agreed before any writing begins in earnest.
And so they should be. It’s what we do.
Great copywriters have the ability to write in any style and voice, for any format and to pre-determined word counts and templates.
Having said that, sometimes I get the feeling that it’s important not to make the art of copywriting too technical or process-driven.
While following a brief is always a given, there are also universal elements that all copy should contain. We call them the five copywriting principles.
We believe there are five of these qualities. Whatever the brief, whoever the audience, each piece of copy needs to capture these if it’s going to do the trick.
1. Impact – good writing affects readers. It makes them act or changes their behaviour. It doesn’t matter if you are writing on papyrus in ancient Egypt or tapping out a blog on WordPress, good writing must create impact.
2. Brevity – no one likes waiting. Readers have always preferred to assimilate information quickly. Digital media have amplified the need for copywriters to get to the point quickly, but ponderous writing has always been a turn-off.
3. Message – Giving readers clear messages which are easy to understand has always been – and will always be – the key to successful copywriting.
4. Narrative – Successful writers have always told good stories that readers want to follow. In this sense digital media are no different. Story telling remains the best way to connect.
5. Creativity – Readers have always responded to novelty. Finding new ways to articulate and communicate information will always pay off.
All these factors provoke a positive response from the reader. They help to hold the reader’s attention, encourage interest and inspire them to take positive action.
Whether it’s digital content, brochure copy, thought-leadership reports or business case studies, the same principle stands.
If one of these facets is missing, go back to your copy and try again….it really is worth it.
If you require help with copywriting, contact the experts at ProseWorks…we’d love to hear from you.
Image credit: Bob Peterson https://www.flickr.com/photos/pondapple/25107365530/
