The Worth Of Excellent Writing
Nearly every single week I see brochures, internet sites, ads and newsletters that have been poorly written. Either the spelling is weak, or the sentences are badly constructed, or the important message is buried someplace in the middle. At times the message isnt even clear. What these pieces lack is good copywriting.
Most of what I see has been written by extremely competent professionals who are expert in their field. But not in writing. They imagine that because they are smart chief executives, or clever IT specialists or skilful consultants that they can also turn their hand to copywriting. Frequently they can not. The net outcome is that what they write diminishes their message and damages their reputation.
Whereas poor writing will sabotage a very good reputation, excellent copywriting will enhance it. Indeed actually very good copywriting can occasionally generate a reputation where none existed ahead of. So for instance, a nicely turned-out brochure, crisply written and beautifully created can aid an organisation craft an entirely new image. Similarly, a radically new site which has an eye-catching design, a clear structure and copy that is easy to read and convincing, can make a dramatic difference to an organisation. Very good copywriting gets noticed and thats good news for the business that the copywriting is supporting.
Great copywriting not only gains the attention of the reader, it convinces as properly. That is so crucial. The writing requirements to be desirable, friendly and jargon-free, but it will fail if its underlying message is not made strongly adequate. An fascinating example is the writing of a situation study for a business magazine or sales brochure. Unless the case study consists of clear and objective arguments to show why a solution or service was an achievement, it wont convince the reader.
Copywriting a situation study sounds simple, given what Ive just stated. But it is not. You have to strike a balance between giving too significantly information to the reader and as well little, and among inflating the motives for achievement and beneath-selling them. Most critical of all you have to don’t forget all the time who your audience will be.
Understanding your audience is absolutely crucial to good copywriting. Thats exactly where the worth of good copywriting lies. A skilled copywriter will begin by thinking about who they are writing for, what they want to say and the greatest way of putting that message across. It must be lucid, inviting and interesting. To me thats excellent copywriting.
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