WRITING IS AN ART #24

POINTS OF VIEW

 

I think I’ve mentioned in an early blog that when you write an item of marketing collateral, it’s important to know your target audience. You also need to have a clear idea of who the article is being written by (from the reader’s perception).

 

You need to shape your words according to this viewpoint. For instance, the item that is needed could be:

 

1)     Specifically about your company and its products/services. Usually, this is more powerful if it’s written in the third person, to give at least the impression of being a reasonably independent viewpoint. It won’t usually talk in terms of ‘us’ and ‘ours’ unless it’s clearly a promotional piece (or a case study or newsletter that you are sending to clients). If it’s written in the third person, it shouldn’t be by-lined by someone from your company!

 

2)     A personal view of your company and its products from someone inside your company. This type of article can be written in the first person (by, say, the Managing Director). In some ways, it won’t be as powerful as an independent viewpoint as it will obviously be thought of as being biased.

 

3)     A personal view of something that’s happening within the industry. This can again be written in the first person and can be very opinionated. Its aim is to establish the ‘writer’ as an industry expert on the topic in question. If you’re writing this (either as the expert or on their behalf), try to avoid making specific comments about other brands – especially unfavourable ones (unless you’re partial to lawsuits!)

 

Have a good week

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk

WRITING IS AN ART #23

GO WITH THE FLOW

 

If you’re aiming for maximum readability in your corporate literature (and this should be a priority), it needs to flow well. A good flow will come partly with experience. Some people have a natural ‘feel’ for it; others struggle to achieve it.

 

One exercise that can help to improve your flow is to write down all of your key ideas before you start. Do they follow a clear, logical sequence? If not, try putting them in a better order so that there is a smooth progression from one idea to the next.

 

The missing link

Grammar also plays a part in ensuring a good flow. Don’t forget that the main function of paragraphs is to indicate a change in direction or to indicate a new chain of thought. However, a good writer will (wherever possible) put a link into the last sentence of a paragraph or the first sentence of the next one. In other words, they will use a thought that follows on naturally from the previous point but links to the next one.

 

In longer articles, the flow can be enhanced by sub-headings.  This may seem strange, as sub-headings break up the text.  But they can be used effectively in a similar way to a paragraph but to emphasise a more significant change in direction.

 

So, keep writing – and let it flow!

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk

 

WRITING IS AN ART #22

Sorry – I’ve missed a couple of blogs for various reasons, but I’m now back on track…

 

 

THE ART OF DISTILLATION

 

I can safely say that one of the most valuable lessons I learnt during English classes at school was précis. It’s the art of summing up a long passage in fewer words.  I use it all the time in my writing. Looking at some articles that are published, you would think that some people have been taught the opposite. They somehow manage to make a small idea seem very complex by waffling on unnecessarily.

 

I don’t know whether précis is taught any more in schools. It’s a shame if it isn’t. It is a writing discipline that really helps to focus your mind. Do you remember those old chemistry lessons when you had to spend ages distilling a liquid so you obtained a few precious drops of something more special (no, not whisky!)?

 

Finding the essence

Basically, précis is all about distilling an article (or several articles) so that you are left with those all-important special drops: the key facts. If you’re not used to doing it, the best way to learn is by practising. Find a long article in a magazine and set yourself the challenge of reducing it all to, say, 200 words.

 

Make sure you have identified the main thrust of the article and any key points that help to support it. It’s not always easy – but the more you practise, the simpler it will become. And once learnt, it’s a valuable tool that you can use in many different situations.

 

So, that’s the long and short of it!

 

Bye for now

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk

 

WRITING IS AN ART #21

ARE YOU BEING TOO FAMILIAR?

 

The style you adopt in your writing should reflect your target audience. For instance, some high-powered businesses prefer a very formal, factual style of writing. Others like to more informal (addressing the reader as ‘you’, for example).

 

Recently, some large corporates have moved over to an even more relaxed, conversational style of writing. For instance, the success of ‘Innocence’ smoothies could at least be partly (if not mainly) attributed to the very friendly and informal text on their products. Other companies are now following suit, even moving from the ‘Dear Mrs Bloggs’ letters to ‘Hi Jenny’.

 

This informal approach can be very effective, making your company seem more approachable. However, other customers may feel that a more formal approach denotes more respect.

 

Puttin’ on the style

There is a place for all of these styles: just make sure that you know which one is most likely to appeal to your existing and potential customers. If you adopt a more colloquial style, you can break some of the rules of grammar without seeming unprofessional – but be careful of going too far. Some older customers, in particular, are likely to object to being addressed as ‘Fred’ or ‘Gladys’ (especially if that’s not their names – but that’s another story!)

 

Happy writing!

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk

 

WRITING IS AN ART #20

A SINGULAR PROBLEM

 

In the past couple of blogs, I’ve been talking about the importance of grammar.  Now, I don’t want to get into this in too much detail as there are plenty of good books on the subject. The main danger is that if you become too prescriptive, it can cramp your natural writing style. You need to maintain a sense of balance.

 

However, there is one subject that I would like to mention briefly. Many people seem unaware of when to use the singular or plural of a verb. This particularly applies to collective nouns. One of the tests of a good copywriter is how they deal with company names.

 

A company is a collective noun and therefore should be treated as singular. For instance, ‘Blogg Widgets IS a specialist component manufacturer’. Because the second part of the name is plural, most people would tend to write, ‘Blogg Widgets ARE a specialist component manufacturer’ (although the ‘a’ should be a clue that this is wrong!) 

 

In fact, I find that some businesses mix singular and plural in a way that makes them look ignorant: ‘Blogg Widgets are a specialist component manufacturer that uses the latest technology’. Aaarghh!

 

A similar principle applies to ‘team’ – another collective noun that should be treated as singular. The only exception is when you are writing more colloquially, when the rules can be bent more easily without giving offence. But more about that in my next blog….

 

Take care

 

 

Phil

 

Freelance copywriter

 

Web: http://www.phila

Email: info@phila.co.uk