A copywriter uses words to promote a person, business, opinion or idea and these words come in all different shapes and sizes. The style of writing totally depends upon the medium in which it is used. For example, many of you have your own blogs, whether they are personal or professional in nature. One of the suggestions on how to write a successful blog is to write in what has been called "your own voice". There is a large variety of styles seen in blog posts. The styles range from a little on the dry side but highly professional to downright rude and sarcastic. The point here is that we all have developed our own style of writing that is consistent throughout our blog (or at least it should be).
When writing articles for sites like Technorati and Factoidz, if your style is humorous or cute, you will need to be a little more professional in order to get your articles approved. Factoidz, in particular, literally has in its rules, "no cute titles".
Website copy is a totally different animal. As a copywriter for website content, the rules are quite different than for blogs or articles. The writer needs to keep many different things in mind when writing the copy. Writing effective website content needs to be:
- Unique, precise, organized, timely and relevant
- Interesting enough to capture the reader’s attention in a few seconds and compel them to read further
- Easy to navigate and fast loading
- Efficiently worded in order to get your message across without being too long that your reader loses interest
- Keyword rich
- Broken into short paragraphs and short pages to make it easier to read
Copywriters also need to wear the writing hat of their customers if writing blog posts, articles, or website content for them. Industries and companies vary in the complexities of their businesses and the demographics of their target market. Writing for a boat dealership is going to be totally different than writing for a pharmaceutical company. To be successful as a copywriter, you will need to be able to wear different hats and produce appropriate, venue and industry-specific content.
Are you able to wear different writing hats? What have been some of your challenges?
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Some of the challenges I have is not so much style but how much I should share. As you know, I blog for real estate clients. My best blogs have been based on some of my clients experiences. As I work with them, I try not to share too much of their experience with the public until we close. But, by that time, the topic is not as in the moment. I lose my passion to blog about it. Blogging is about frequency and being timely. I find that I have to censor myself for fear of letting too much out the bag.
As with all things. Good blogging is a learning process.
Hi Angie,
I can certainly understand your situation, especially if the blog would show your client(s) in a bad light. Perhaps you can keep a journal of sorts where you can write about the experience while you are still passionate about it – anonymously of course – and then once you close you will have already taken advantage of the “moment” and all you have to do is publish it. You saw what I wrote about my dad’ surgeon right? Now I am sure he isn’t reading my blog, but even so, I did not mention him by name.
Thanks for sharing
You've touched on one of the hardest parts of writing copy. Versatility. I've seen a lot of good writers, but when they step out of their comfort zone they are utterly lost.
One of my foremost concerns is expanding my creative ability. Not in a being able to write a fictional account, but in being able to take any subject and write a compelling piece on it.
I found myself becoming mechanical, narrow, and very dry. In other words, a bore. By playing it safe, sticking only to facts and relevant information, and avoiding any style, I was putting out effective copy, but it was becoming very one dimensional and blending in too much all the other copy out there.
Now I deliberately try different styles, allow myself to occassionaly inject some of my own character, and since doing so have noted a definite improvement in how my work is recieved. Clients really seem to like it when you can take their concept even further than they have, or build on nuances even they hadn't thought of. Of course it's a good idea to consult with your clienb before giving it a try, but generally if they feel they are getting more value eg deeper research, approachable appearance, personable impression, they'll be enthusiastic.
Or they'll threaten to can you if you deviate an iota from their job description.
J/K
Now if I could just get people to
Paul – you left me hanging with your last sentence . "If you could just get people to" what?
I know what you mean about being boring but factual. I have read many a post/article full of very valuable information but because it is dry, I have to smack myself so as not to nod off! There is definitely a need for a balancing act when writing for ourselves and our clients.
You have to have a good read on each client to determine if they are open to your input and style – or not. If they aren't and you don't want to get "canned" – you can either deliver what they want or move on to the next client. I think that if a client wants it "their" way and as long as you don't feel that you will be delivering inferior quality, just give them what they want.
Thanks for stopping in and leaving your insights
Weird, my last sentence got cut off, and now I don't remember what it was supposed to say. ;(
Oh no Paul – I have been holding my breath