WRITING IS AN ART #6

START FROM MARS

A strange title! But what is Mars? A planet! And that’s exactly what you need to remember with any writing – you need to PLAN IT.

First of all you need to know your main objectives (as mentioned last week). Make sure that you know the key messages you want to get across, or your writing will be impotent.

When you start to plan your article, there are three key areas you need to focus on:

• The content
• The structure
• The style

I have already talked about the content – those key messages. The structure will vary according to the type of collateral you’re writing: a press release, article, case study, website etc, etc. I will cover the different types of collateral in more detail in later blogs.

Similarly, the style can also vary. For instance, some newsletters may be written in a crisp but informal style (akin to the Daily Mail, Express etc), whereas others may be more stiff and formal (like the Times). You need to know your audience so you can adapt the style to their specific needs.

So, before you start writing – start planning!

Have a great weekend.

Phil
Freelance copywriter

Web: www.phil.co.uk
Email: info@phila.co.uk

WRITING IS AN ART #5

LEARNING TO LET GO

If you’re not very technical and you need to upgrade your computer, the most sensible solution is to call upon the services of someone who has experience in this area. Similarly, if you’re not an expert communicator and you need to get a message across, it makes sense to call upon the services of someone who has experience in this area.

You are the expert when it comes to your product or service. That doesn’t mean that you’re necessarily the best person to write about it. I have known some MDs who know their product inside out, but can’t communicate its strength simply and clearly – because they can’t see the wood for the trees. They can’t see the bigger picture. They get bogged down in unnecessary detail.

So, if you want clear communication, let a copywriter do the writing whilst you focus on your core business activities.

If you insist on writing marketing/PR material yourself, at least make sure that you get someone else to read through it – someone who isn’t quite as close to the product as you are. Focus on the key things about your product that are special – and particularly the benefits they offer.

If in doubt at all, learn to let go – and let someone else do the writing. Someone who knows how to portray your solutions in the best possible light.

Have a good and productive 2008.

Phil
Freelance copywriter

Web: www.phila.co.uk
Email: info@phila.co.uk