Copywriting TipCopywriting Tip

BonnieBonniePWAC-SK

Corporate Writer RCorporate Writer, R

s & Techniquess & Techniques

e Zinke ZinkK PresidentResearcher & EditorResearcher, & Editor

KISS rule: Keep It Sclear and concise.

Short and Simple. Be

Keep your titles crisp, clear, and simKeep your titles crisp, clear, and simple. Headlines are your first contact.ple. Headlines are your first contact.

Read. The well read writer is a well icontent worthy of readingcontent worthy of reading.

nformed writer and easily provides

Great cooking isn't plain food; it is food with "great writing isn't plain English; it is writing wZING!" Ben Locker @benlocker

zest and with

It is not all about you. It is all ayour audience.

about the reader. Speak to

You are in the business of promoting benefits; your copy should be too.

“Good writers borrow from other writers. Great writers steal from them outright.” Stolen from screenwriter Aaron Sorkin by T M @t tTom Mason @totmac

Plan ahead. Know why you are writiand what you need to say.

ing the copy, who you are writing for,

Search Engine Optimization (SEOrankings, but readability is importakeywords sparingly and strategicaengaged.

O) is important for web ant to your reader. Use ally to keep readers

Incorporate a call to action in everyIncorporate a call to action in everyyou are speaking with them. Tell the

y piece you write. Tell the reader whyy piece you write. Tell the reader why em to click, buy, or engage.

Good copy has structure: Titlesentences have structure: subj

e --> Subject --> Support; just like good ject --> verb --> object.

"If idi l l"If your copy seems ridiculousl@tomcopy

i l i ' fi i h d " T Alb i hy simple, it's finished." Tom Albrighton

“Confidence carries the day. Write likean expert, act like you’re an expert. through until you are.” Andrew Nattan

e you’re an expert, talk like you’re Even if you’re not, it’ll carry you n @Mr603

Answer the "what's in it for methe "so what" problem. Engage

e" question and you'll avoid e readers by providing value.

The magic is in the details: Edit and f A LOT! G ti lproof... A LOT! Grammatical

missteps can kill your reputation.

Create a "cheat" file of writing gthat has seduced or impressed you and refer to it often when you need to be inspired.

Wh i d b t t it A k f iWhen in doubt, test it. Ask your frienabout the copy. Chances are you'll b

d d ll h h hi knds and colleagues what they think be inspired to make it better.

Don't try to be funclever; do be yourYour reader knowYour reader knowwhen she reads itreal.

ny, cute, or rself and honest.

ws sincere copyws sincere copy t. So, let's be

Still not sure on how to put your best copywriting foot forward? C ll th t P f i lCall the experts: Professional Writers Association of Canada (www.pwac.ca) and contact a professional writer on www.writers.ca.

www PWAC cawww PWAC cawww.PWAC.cawww.PWAC.cawww.WRITERS.cwww.WRITERS.cwww.WRITERS.cwww.WRITERS.chttp://bonniezinkhttp://bonniezink

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