Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say.

Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page...

"What is it that I am really trying to say?"

With that question, I force myself to take a much more disciplined approach to my work.

I force myself to go back to the brief and take a closer look at the product or service in question, and the needs of the audience to which I am writing.

I force myself to think a lot harder about what really needs to be said in order to attract, engage, inform and inspire the reader.

I force myself to find the one line, the one thought that truly describes what it is I am trying to say.

With that line in hand, I can then start over, knowing that I am heading in the right direction with a clear, simple message.

All too often, copywriters use the process of copywriting to help them 'think'. That's how bad copy happens. You need to get the thinking done before you start writing.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

---

A Quick Free n Easy Content Writing Course

I do not pretend that a one-stop shop solution to... Read More

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any... Read More

How Not to Write a Press Release

Several years ago, when I was working for an agency,... Read More

The Truth About Negative Commands (Dont Read This!)

Everyday when I read promotional emails and advertisements, or listen... Read More

5 Deadly Copywriting Mistakes That Kill Sales

Chances are that you are making many, if not all,... Read More

Tomorrow?s Clichés Today

I went to Google and entered a couple of different... Read More

Copywriting: Engage Prospects By Involving Their Senses

Imagine a bland, colorless existence. Where food had no taste,... Read More

Be That Copywriter Everyone Wants to Work With

So many copywriters think that it's enough to be a... Read More

Is Your Web Copy Plain Talk?

It's true, we were all taught in school to express... Read More

Some Important Tips On Proposals And Price

Here's a critically important copywriting technique I use when writing... Read More

Long Copy vs. Short Copy? If You?re Still Debating This, You?re Missing The Point!

I've seen this ongoing debate debate jump up again recently... Read More

What A Ghostwriter Needs To Do To Earn Top Dollar

The huge demand for writers online is really for ghostwriters.... Read More

Hey, Client, This Is Me! Sell With Your Writing Voice

In a crowded market, clients will be seeking personality as... Read More

Copywriting 101: Exclamation Point, Friend or Foe?

My name is Ann and I'm a grammar geek. There,... Read More

Promote Your Business and Get Paid for Doing It!

How can you gain credibility and exposure for you and... Read More

Its Time To Start That Swipe File

Just as great fiction is an art, so is great... Read More

Three Tips For Magnetizing Your Copy

The difference between good copy and great copy is the... Read More

A Free Lesson On How To Easily Write Ads That Are Guaranteed To Make You Money

COPYWRITINGAfter determining what we are going to sell, the next... Read More

12 Copywriting Tips to Make Your Advertising More Profitable

Year after year people make the same mistakes in direct-response... Read More

10 Tips for Writing Web Copy

One of the most important aspects of a website today... Read More

Killer Business Headline Templates - So How Do You Write Killer Headlines in Minutes? You Cheat!

According to Branding and Advertising legend, David Ogilvy: 5 times... Read More

Prevent Procrastination With Positive Pressure

My wife and I recently bought a house.It's currently being... Read More

How To Make A Career Out Of Copyediting And Proofreading

Do you possess the qualities of a good proof reader?... Read More

Kick-Starting Body Copy

Several correspondents to our newsletter, AdBriefing, say that they are... Read More

Are You Asking the Right Questions in Your Copy?

It's a common approach to writing copy. You begin by... Read More

11 Ways to Get an Editors Attention

I worked as a business magazine editor for about 20... Read More

Writing Suitable Copy for the Press

Summer is finally here and school is out, but learning... Read More

10 Tips for Writing Effective Web Copy

On the Internet programmers and designers rule, not the writer.... Read More

More Insider Secrets to Great Copywriting - Judging Your Target Market

This week we're going to reinforce the training that Recruits... Read More

Top 10 Ways For Copywriters To Overcome Writers Block

We all know that words have the power to persuade,... Read More

Making a Living as a Copywriter; Freelancing Versus Agency

So You Want To be A Copywriter?Wannabe copywriters often check... Read More

11 Reasons Not to Hire a Freelance Copywriter (and Why Theyre All Poor Excuses)

Think you can take the Copywriting Challenge on your own?... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business.... Read More