SPICE ‘EM!a recipe for planning well-seasoned copywriting projects

SPICE ‘EM is a mnemonic tool for remembering the various aspects

of copywriting.

It’s an acronym for Style, Purpose, Information, Client, Emotion,

Ethics, and Medium.

So when you’re faced with that scary blank page or rough copy in

need of editing, don’t panic …

… use SPICE ‘EM to break down your copywriting project into its

fundamental elements.

STYLE.The manner in which copy expresses an idea through vocabulary and grammar. An expression of your brand and the relationship you have with your clients.

PURPOSE.Persuade, inform, or entertain? Having a clearly articulated primary goal for communicating with your audience helps keep your message and call to action focused.

INFORMATION.Before you start your project, clearly define what you want your audience to learn about you, your company, your product, and/or your services.

CLIENT.Take the time to understand your audience so you can speak their language.

EMOTION.Consider the emotional connotation of words, because emotion creates a personal connection between you and your audience.

ETHICS.Good copywriting, like good marketing, is ethical.Honesty, trustworthiness, and sincerity makes for better copy and more authentic relationships with your clients.

MEDIUM.Different media (e.g. print, digital, social media) and formats (e.g. tweets, flyers, press releases) come with trade-offs between information and emotional impact. Tailor your message to the media and format used by your audience.

Before you write your copy, use SPICE ‘EM and ask yourself these

questions to plan ahead and conceive a clear communications

concept …

STYLE.How will you speak your audience’s language? How will you make text and graphics work together?

PURPOSE.Why do you want to talk to your audience?

INFORMATION.What do you want to tell your audience?

CLIENT.Who is your desired audience, and what do you know about them?

EMOTION.How will you make a personal and emotional connection?

ETHICS.Consider the implications of your words and the consequences of your marketing – are you being honest? Fair? Transparent? Authentic? Beneficial?

MEDIUM.By what means will you connect with your audience to best communicate your message, receive feedback, and build relationships?

Proper planning prevents poorly penned publications. And don’t forget to integrate your copywriting project into your overall marketing strategy –

consistent messaging is vital.

Do you like this tool? Get the expanded SPICE ‘EM! primer with explanations, examples, and writing tips – free!

Just connect with me on LinkedIn, introduce yourself, and ask.

Linkedin.com/in/frederiksisa

frederik sisa (copy)writer + marketer