What is copywriting? The English language is your company’s greatest tool… and it’s FREE. So whether you are writing a blog or a brochure, get the word out there.

I have been a journalist and copywriter for more than 30 years, but I still get asked: “What is copywriting?”. Essentially, copywriting is a marketing technique to produce written content aimed at persuading the reader to take a specific action. For example, if I was writing a website article for an accountant, I might focus on the importance of submitting tax returns and recommend the reader to book a free consultation with a tax expert.

There are plenty of ways you can use words to attract potential customers. To help you, here are some of my essential content writing tips…

WHAT’S IT ABOUT? Your headline and introduction need a clear focus, take time to think of your target audience. Be careful not to repeat yourself.

ORIGINALITY: Make your content feel fresh and personal. Think of the tone (serious or light-hearted) and be friendly.

REMEMBER A STORY: Explain how your services have helped clients. Don’t be afraid to showcase your achievements.

DO CALM DOWN!!! Use exclamation marks and full capitals sparingly, once is enough. Be positive.

SAVE WORDS: General content is generally dull, so keep it tight. Online content needs to be brief and sharp, readers hate fluff and have a short attention span. Research has shown that readers understand more when they read less.

MAKE AN IMPACT: Tell the reader why they must act now. Write in the present tense and try to be both informative and entertaining.

AVOID REPETITION: Count the number of common words or phrases you have used. You might want to consult a thesaurus to broaden your language. Avoid jargon and corporate slang at all costs.

RECAP: Use the final sentence or paragraph to sum up your article and reinforce your message. Bullet points can be a useful tool.

TEST IT: Spell check your work and then get someone else to read it before you hit send. If you are working alone, take a break and come back to your work later. Finally, it always helps to print your article as you usually spot more errors when reading a hard copy.

What is copywriting?

Hopefully, you now have a better understanding of the art of copywriting and why it is so important for your business.