Laura Robinson (worditude.co.uk)
Digital copywriter with a passion for helping solopreneurs connect with their target audience.
Top 3 Copywriting tips
1: Write when you feel like it. Don’t when you don’t. If you try to force words out onto the screen when they’re not flowing naturally, it’s like pushing treacle uphill. Take a break. Do something else you enjoy doing. Then come back and write a few key points down either on your computer or scribbled on sticky notes. Your ideas will start to come together gradually, and the words will come more easily.
2: Whenever you write anything, even something as small as a social media update, keep these three things in mind:
i) Who is my audience?
ii) What is the key message I want them to take away from this text?
iii) When they’ve finished reading, what do I want them to do next?
3: Don’t write and edit at the same time. Get all the words out onto paper/in the document. Take a break. Come back and edit it later. If you try to trim your words, tighten your sentences, or otherwise enhance your wordy masterpiece, while you are creating the first draft, you will snuff out your creative flow.
What is the first thing a client should think about when deciding what to write on their website?
- Who are you writing this for?
- What do you want them to know?
- How do you want them to feel?
- What do you want them to do next?
What are the main elements involved with Copywriting?
After answering those questions – then I:
- Sketch out a structure for the page, so I can get a feel for the flow of the reader’s journey.
- With the client’s (or my) brief, fresh in mind, I write a first draft. It’s rough, it’s quick, I write as fast as I can to keep up with the flow of ideas that comes out of my head.
- Then I take a break, come back, edit, add personality, style, cut out repeated words. And I’ll repeat this process 3-5 times, until it’s time to stop fiddling with the copy and let the client see it. This is what I present as a ‘first draft’ to them. In reality it’s usually my 4th or 5th version.
What are your favourite Copywriting resources?
Copyblogger are my content marketing heroes. Not so much how to write as how to use your writing to connect with your audience. Their free course (via email) is fantastic.
And Grammarly for proofreading. I use the premium service, but they have a very useful free option.
At what point should you hire a Copywriter?
When you are clear on who you want to connect with, what you want to say and what you have to offer, then you’re ready to hire a copywriter.
You don’t need to use a professional for every blog post, web page or email. Invest in a copywriter for key content that will be integral to forming client relationships – for example, your About and Services pages.
What advice would you give to someone who wants to learn more about Copywriting?
Buy a book. It’s the cheapest way to access reliable, professional advice on copywriting; you can read online reviews to help select the best option for you; and it’s easy to grab a book and flick through the corresponding chapter whenever you want to know how to do something.
Andy Maslen’s The Copywriting Sourcebook and Maria Veloso’s Web Copy That Sells are my two favourites.
I’ll help you communicate your value in a single sentence with my Free One Sentence Bio Guide: Worditude: One Sentence Bio