It is important to take business copy seriously as it is one of the most profitable and rewarding services you can offer a client. When a busy company is scrambling to get things done, when baffled executives are pulling their hair out during crunch time; that’s when you come in. By now you should have learned that an integral part of any business is communication. There is a constant need to network, liaise with other companies and produce favourable results. Sadly not many businesses actually know how to write convincing copy.
Your Words Are Not a Laughing Matter
Writing business copy is NOT about creativity where flowery language is celebrated. Whether you are crafting a business plan a report or a sales letter, amusing audiences with colourful jingles is not the idea; in fact it is quite the opposite. As a copywriter your job is to help unscramble the puzzle by offering the client a clear solution to a problem. Businesses hire professionals like you to help them clean up the mess by finding real answers to their questions. In business writing your style should be direct and to the point. The way you present your copy must make it easy for a business to reach their goasl. In essence, you are tasked with delivering a message in a way that makes absolute sense to everyone involved. Corporate writing can make you loads of cash. All you have to do is proof to potential clients that you can do the job well; which takes practice and dedication.
Stay On Track with Your Message
As I have already mentioned clear and concise communication is crucial when it comes to running a successful business. Failure to fully understand your clients’ message or vice versa, can result in real blunders. That is why writing good business copy is all about putting forth key information that will win over your client by convincing him or her that they can entrust you with an important project. Planning, preparation and organization when writing is crucial and can earn you instant brownie points. Always watch your grammar, overall message and sentence fragments. Avoid making clients search through pages of confusing language in order to get to the main idea of your argument. Purposeful writing is what your clients expect from you at all times. Keep in mind, these days a better writer equals more $.
Layout and Presentation
More often than not how tightly you write depends on your choice of outline, organization and planning. Are you writing a letter, an ad or a press release? How formal or informal is your tone and objective? Attention to the details of your copy makes a world of difference. Your clients tend to base their decision on whether to buy your services largely based on whether or not they can appreciate your unique voice and style. If you’re appealing to a friendly crowd of beachgoers adjust your voice accordingly. If you’re working on a formal report trim it down. Your content should always reflect the interest or your audience so keep sight of your target.
Style Verses Stench
Remember there is a good possibility that your reader has no idea what you’re talking about. So be certain that what you’re saying right from the get-go is something they need to know. It helps to breakdown your work into segments of information that you can easily follow when writing business copy. Keeping your readers attention is a great way to ease into it when formulating your message. In other words why should they care? What’s in it for them? Make a strong case for yourself and stick to your guns. Be direct and simplify, simplify, simplify. Bullet points, headings and subheadings will help keep you on point and motivated. Pose questions to your audience, propose alternative outcomes and leave some things to their imagination. Many readers are quite visual that is where graphs, charts and timelines can start the ball rolling. Not only will this approach serve as a visual stimulant it will also get your point across that much more effectively.
Grammar for Copywriters
One of the easiest ways to seem unprofessional is bad grammar. Always triple check your spelling, your language use and double meanings. A poorly structured sentence, phrase or even the wrong letter can become a deal breaker. So take charge, read lots of books and always edit. One last word of advice, ask for feedback from others and do what needs to be done to avoid needless slip-ups.