As a script– and copywriter, I’m partial to words. You could probably guess that. I love the challenge of finding just the right word, the right sentence, the right marketing phrase, the right web copy, etc. I enjoy learning all about a client’s message and then forming a cohesive, interesting, incisive re-telling of that message. Basically, I’m fascinated by the art and business of communicating through words.
When you think about it, almost every way in which we communicate starts and ends with words. They’re the foundation for any message. In my admittedly biased view, they’re the most important part of a media project. When you start with great copy or a great script, you build a solid foundation for a memorable production. Who can forget lines like: “Of all the gin joints, in all the towns, in all the world, she walks into mine.” (Casablanca) or “Toto, I’ve got a feeling we’re not in Kansas anymore.” (The Wizard of Oz) Talk about memorable!
To create scintillating copy, avoid these common mistakes. You’ll notch up your writing skills and capture – and hold – your audience’s attention at the same time.
Mistake #1: Too much text on the page. It looks like busy ants are marching across the white space. We’ve all been guilty of trying to shoehorn too much information into one ad or a single landing page.
Fix: Condense, condense, condense! Write less. Write on target. Use your “editor’s voice” to chop all the copy that’s extraneous or meanders away from your central theme. Use white space. White space gives readers “breathing room” and focuses their attention on the important copy you want them to read.
Mistake #2: Flat, boring, sleep-inducing word choices.
Fix: Sure, you often have to use industry words and jargon, but don’t go on automatic pilot. Look for synonyms that refresh your copy or try to re-arrange your sentences so that you’re not following the traditional noun-verb-direct object construction. And don’t be afraid to use sentence fragments!
Mistake #3: Too many lists and too many bullet points.
Fix: Lists are good. They’re like the writer’s cheat sheet. (You don’t usually need noun/verb agreement.) But too many of them will cause your readers to skim right across like they’re waterskiing on a smooth lake. Choose 3 or 4 important points and keep your lists to a minimum.
Mistake #4: Trying to make your copy be all things to all people. Listen, this just doesn’t work. You can’t combine a marketing message, a brand identity piece, a fund-raising appeal, and training information all into one message.
Fix: Choose your primary message and then pick the right delivery system for the message you want to deliver. E.g., video is a good choice to communicate brand identity and case studies. The e-Learning format is perfect for education and training. Print ads sell or introduce a product or service. The Web is effective for brand identity and e-commerce, etc.
Mistake #5: Writing to a “general” audience. When you write to a general audience, your word choices can wind up being too generic or broad. The people you really want to reach may toss your direct mail piece or click off your website.
Fix: Write for a specific audience. Determine who your audience is and then learn everything you can about them: likes, dislikes, how they talk and how they get their messages.
Great copy resonates with the reader or listener. Give it to them. Play the Pied Piper and lead your audience precisely where you want them to go. With the right choice of words, delivered in just the right way, they’ll follow you anywhere.
Recently, I spoke to a group of training professionals who are members of the local chapter of ASTD (American Society of Training and Development ) about current use of learning technologies. As part of the program, we used an interactive response system to engage the attendees and gauge their experiences and attitudes on the subject.
Where do good creative ideas come from? How do we maintain a fresh creative approach? How do we keep our work from becoming predictable?These are tough questions that creative professionals face every day. Developing good creative is more than just thinking up cool ideas. It’s an organic process that grows out of a specific business need to change a target audience in a particular way (see my post, “Making Change”).
