Here are some tips to write good copy:
But it’s what you have to do. Think of your topic, and set a timer for 15 minutes. And just write. Don’t stop. If you come up against something that you don’t know the word for, or you need to do a little research, just write XXXX. The important thing is not to stop until your timer tells you to.
Then, once you’re finished, go back and edit your work (using the below tips to help you).
Know your audience
Every business exists to solve a problem. The problem could be a really big one, like stopping all the bits of floaty plastic in the sea, or it could be a slightly smaller problem, like my hair goes really frizzy when the weather is humid.
Find out what your customer’s problems are. And in the brochure/web page/blog post, tell them how your business/product can help solve them.
Then, find out where your target audience is (i.e. Facebook, Instagram, LinkedIn – or they might be at an event or reading a magazine) and share it with them there. You can read more on how to find your audience here.
All (good) writing has a beginning, a middle and an end.
Organise your information, and group what you are trying to say under headings or bullet points. People like reading organized information. Take this blog post, for example. There is a beginning, middle, and end, and 4 tips. Easy peasy.
If you’re working with a designer, they can help with the structure required, and tell you what kind of headings and body copy you need. Saltwater Collective provide you an easy-to-follow content guide to populate your web content.
Find your tone of voice
To find your tone of voice, imagine your business is a person and they are speaking.
Are they serious or playful? Reserved or direct?
Are they bouncing with enthusiasm, or are they super-chilled?
Are they speak formally, or do they use a bit of slang? Do they say hello or g’day?
Keep that voice in mind when you are writing and editing your copy, and try to keep it consistent throughout. Remember, Alf Stewart doesn’t suddenly start talking like Helen Mirren mid-sentence (although it would be funny if he did). Alf is Alf, through and through (and thank the flamin’ crows for that).
Get your friends to check your work and give you feedback.