Guest Article by Lucy Jackman, a highly experienced Copywriter from Comma Sense.
When you’re planning a big marketing project, it’s natural to look for areas where you might cut costs. Writing your own copy is one possible way to make savings, though it might not work out that way in the long run. If you’re in two minds whether to do it yourself or appoint a professional copywriter, this blog is here to help you make a decision.
A copywriter’s perspective on skills
I’ve been a self-employed copywriter for almost 10 years. When HMRC reminds me to submit my tax returns and company accounts, I pass the request to my accountant. I have neither the motivation nor the patience to do them myself. I am on top of my numbers, but I don’t have the technical know-how to create a set of accounts.
When clients ask me to produce print materials like brochures, leaflets, graphics and exhibition stands, I send them in Dave Bradburn’s direction. I will happily write the words, but if I attempted graphic design the results would be childlike at best! I am creative, but I’m not a designer.
What about copywriting?
Copywriting is more of a grey area. We all learnt how to write at school, so why would you outsource such a task? This possibly rings even more true when you work in education. You have to be confident in your ability to communicate.
The thing is, writing effective copy is more than communicating the important things you think people need to know (with correct spelling, grammar and punctuation, of course). It’s about creating an emotional connection with your audience, showing empathy, and an understanding of what they need to know rather than what you think they need to know. Anyone can write, but writing clearly and concisely to build connection is a skill.
Here’s an example…
A school prospectus begins by shining a light on results and achievements from the previous school year – because those are really important demonstrators of success. In actual fact, parents don’t want to be bamboozled with attainment targets up front. Most parents’ number one priority is for their child to be happy, safe, and well-cared for. They want reassurance that their child will make friends, become a well-rounded individual and learn new skills and knowledge. They want to trust that your school can deliver.
There is a whole list of things most parents will prioritise over attainment for their child. THOSE are the things that make your school stand out from the crowd. THOSE are the things a good copywriter can bring to life.
Seven ways a copywriter can help differentiate your marketing
- Knowing your audience: when you are close to a subject it can be difficult to consider it from someone else’s point of view. Before I start writing, I like to step back, put myself in the audience’s shoes and walk around for a while.
- Tone of voice: it is possible to stick to writing guidelines and show personality. It’s a delicate balance and, when you strike it, your audience becomes interested and engaged in what you have to say.
- Objectivity: as an outsider, I’m not influenced by internal politics or how it’s been done before. I look upon every job with a fresh perspective and simply think about the person I’m talking to, what to say, and how and where it needs to be said.
- Bending the rules: sometimes you have to be flexible to create impact. I’m a stickler for good grammar; I enjoy an Oxford comma, but also sometimes like to start a sentence with the word ‘And’. As long as you bend the rules consistently and with purpose, your audience won’t think any less of you.
- Empathy: good copywriting is about creating human connection. Showing you understand the reader’s thoughts and feelings, answering their questions, allaying their fears, and encouraging them to take action. This is the part of my job I enjoy most.
- How much to write: knowing how many words to write can be a challenge. Sometimes short is more impactful. A copywriter knows that audiences are generally time-poor with short attention spans, aiming to get the message across using as few words as possible.
- What messages to share: when you’re used to writing comprehensive documents, it’s easy to slip into producing copy that’s far too detailed for your audience. A copywriter ruthlessly edits to include only the messages the audience needs to know, so the reader doesn’t switch off.
I channel these seven things as I’m writing copy for clients. The same rules apply whether I’m writing a website, a blog, an email or a brochure.
Teachers know best
My mum was a primary school teacher for 30 years. I credit her with sparking my enjoyment of reading and writing. Now retired, she remains a keen writer, keeps a diary, writes a mean poem, and is never without a book by her side. But, if a colleague had asked her to use her talents to write marketing copy for her school, she would have politely declined and said “leave it to the professionals”.
You know what? I think Mum knows best.
About Comma Sense
Lucy Jackman is a copywriter and self-confessed punctuation princess. Her talents include web copywriting, blog writing, case study creation and corporate messaging.