Some copywriting courses take a different approach. They suggest you just sit down and write something, to avoid staring at a blank page or screen. But why sit and stare when you can plan?
Content needs focus. And focus takes planning. In contrast, ‘woolly briefs,’ as they’re called, lead to woolly results.
So, plan your content by asking yourself some basic questions:
- Why am I writing this?
- Who is my audience?
- What do I want to say to them?
- What one thing do I want them to remember?
- What do I want them to do next? What is my call to action?
- Then, you can plan your content. Emphasise benefits, not features. So, you’re not selling life insurance, you’re selling peace of mind.
And you’re not selling a property investment portfolio, you’re selling financial independence, which means private schooling for their kids, foreign holidays, no more 9-to-5 grind).
Everybody’s selling something. But it isn’t always the product. So, what are you selling? What benefits will it provide? Don’t start writing until you know.
Cleland Thom
Cleland Thom is a web writing consultant. His clients include Waitrose,
NSPCC, the Big Issue, London Fire and Rescue, FT 100 corporations, and
central government departments.
www.clelandthom.co.uk