The Art of Business: Don’t Let Words Fail

Eric J. Adams

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As a result of their training, designers tend to be more visual than verbal. So while it’s doubtful a large company would ask you as designer to handle a copy-writing assignment, it’s entirely possible that, in this age of budget cuts, a smaller client might ask you to “write up something” for a display ad, Web site, or brochure. Considering the state of the economy, it may be valuable to have this handy little skill under your belt.

Writing is not rocket science, but like design, it requires a solid foundation, a little creativity, a critical eye, and respect for the craft.

And like good design, good copy is most successful when it’s clear and fresh. If the message is a mess, the fickle reader will move on, and your good work, intention, and your client’s money will be wasted. Here are a few steps to get started:

1. Do the Research. Your client hopefully will have a pretty good idea of the target market and the distinctive attributes of the product or service it’s selling. If not (and heaven help you if they don’t), here’s a list of questions to help sharpen the focus:

• What’s the goal of this piece? (i.e. branding or call to action)
• What’s the target audience?
• What is absolutely unique about the product or service?
• What is the competition saying and why?
• What action do we want the reader to take?

2. Put Yourself in the Reader’s Shoes. Readers are not interested in products, they are interested in themselves. Consequently, the focus of the all-important headline and lucid copy should be the reader, the reader, and always the reader.

Make a list of all the benefits the product offers, then make yourself a mental picture of a typical purchaser. Which benefit of the product is most important? Once you’ve decided, begin building your ad around the number one benefit.

3. Find the Drama. People like stories because stories contain the exciting, elusive element of drama. It’s up to you to find the drama in your product or service and exploit it.

Can you save readers precious time? Money? Think how best to dramatize the distinction over the competition. One caveat: drama and theatre have much in common, but they are not synonymous. Your copy, while dramatic, should not be theatrical. The buyer is looking for the information; the drama should be subservient to the information and not vice versa.

4. Start Writing. Give it a whirl with a few test runs. Like sketches, don’t be afraid to experiment and be ready to throw ideas away. At this stage, quantity is the road to quality. In every attempt, strive to:

• Attract attention with an headline or opening that grabs. Invoke a question. Pose a challenge. Make an attractive offer. Be intriguing, enticing, bold. Make them want to read more.
• Build interest with additional information and benefits. Add details that justify and enhance your bold opening.
• Make a compelling argument for your product, service, or point of view. Explain the value or advantages or what you’re selling.
• Persuade readers by explaining the benefits in their language. Answer the all-important question: “What’s in it for me?”
• Induce the reader to act promptly with additional information, a special offer, a free sample, estimate, or brochure. Free is still one of the most important words in the copywriter’s lexicon.
• Provide a call to action by telling the reader what to do next, and by including an address, a phone number, an 800-number, or Web address so that action is easily taken.

5. Make It Simple and Concise. Take note of ads that compel you. Chances are the copy is so lean and clean that the ad is deceptively simple. You’ll be amazed at how many words you can cut simply by imagining that every word costs $10. Bells and whistles don’t sell products, clean copy does. Good writing is free of the superfluous, excessive, and redundant. Reread your copy with these guidelines in mind:

• Does every word carry its weight?
• Have I refrained from repeating myself?
• Have I used short phrases or single words instead of hackneyed phrases?
• Have I used the active rather than the passive voice?

6. Make It Compelling and Honest. Readers are bombarded daily with hundreds of messages. As a result, they’re awfully skeptical and mighty good at culling the truth from the hype. Gain a reader’s confidence by focusing on a convincing argument, one that appeals to both the intellect and emotion.

Keep it honest by avoiding outrageous claims and unsubstantiated information. Use adjectives sparingly. Compare examples of what you consider great copy with poor copy and you’ll find the difference will often be a surplus of adjectives in the poor copy.

7. Test the Copy. Once you believe you’ve got something that works, assess your creation. Does the copy crystallize your message? If it doesn’t, hit the drawing board again, and work a little harder honing the message.

Show your work to colleagues and friends, and gauge the reaction. If readers comment on the clever pun you’ve used, you’re in trouble. If they ask about the product, you’re getting close.

Finally have someone read the copy out loud. Wherever they stumble as they read is probably where readers will stumble when reading silently.

Ultimately, many of the same skills you use as a successful designer translate into success as a copy writer: clarity of concept, knowledge of your audience, attention to detail, and practice, practice, practice. While it’s not often you’ll need to apply your hand as a copy writer, having a few tricks up your sleeve can’t hurt.