A look into developing clean copy from our team writer
We are breaking the fourth wall with this post and it makes me a little nervous. You see, often writers prefer being behind-the-scenes away from the spotlight. One of the many great things about working for KRose Marketing & Consulting is that our boss (Karoline Rose) pushes us to try things outside our comfort zone.
So here we go…
My name is Natasha Bodily and I’m the writing assistant for KRose Marketing & Consulting. I write the majority of the content you read on this blog, but it comes straight from the spoken words of Karoline and represents her knowledge. For this post, I decided to get a little more personal to explain briefly how I have learned to write great copy and a few quick tips.
Initially this blog post was going to be another “How-To” type list. We decided to switch from that model — at least for this post — in order to give you a deeper look into some of the ways to develop your copywriting skills.
If you are a business owner in a position to hire someone skilled in writing — do it! You can learn some basics to writing copy even if it doesn’t come naturally to you. But it’s definitely easier and more efficient to hire someone who is an experienced writer.
As with any skill, the best way to get better is to do it often. For me, writing has always been my #1 passion. When someone asks who I am or what I do, I’ll include “writer” in the description. I started writing short stories and poetry in elementary school. I further developed creative writing skills in high school and eventually got a bachelor’s degree in Journalism. While I was in college, I worked at my university’s newspaper, where I gained the bulk of my copywriting skills. When you have to meet a deadline and fill space on a page, you just do it. You write what needs to be written and learn how to most effectively communicate a message.
After college, I worked at a local newspaper for a couple years, but eventually moved out of state and realized I didn’t want to go back to the newspaper industry. Serendipitously I found this opportunity to write creatively for KRose and jumped on it. Although the content and style of writing is quite different, my background prepared me to be able to take loads of information and organize it in a way that will make sense to readers.
Headlines used to be one of the most difficult parts of writing for me. You have to make a short statement that clearly describes what the reader is about to see. When you are working on a blog post or an email headline, consider the U’s.
A headline needs to be: Useful, Urgent, Unique, and Ultra-Specific. Ask yourself: What is this piece about? Who is it speaking to? What makes it newsworthy? How can you describe it in less than 70 characters?
I rarely write a headline before completing the piece. Often what I am writing will evolve and take different form based on how the workflow maps out. It’s much easier to answer the above questions when you have a finished article. There is only one reason someone will click your link and read any of the copy. That reason is a well-written headline. You should spend more of your time considering the headline than writing the piece.
Headlines are super important, but only one aspect of writing copy. We will be tackling websites and copy in April, so stay tuned for even more insights into how you can create great copy for you business’s blog, website, emails, and social media posts. You will learn how to beat writer’s block, how to prepare for a blog post, and much more. Organization is key to all of these topics. Check out our blog about Becoming an Organization Master and use the advice as you develop your copywriting plans. Join the KRose Marketing Community on Facebook to share insights, tips, questions, answers and offer support with like-minded entrepreneurs.
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