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