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I know what you’re thinking. “I’m not a designer. I’m a copywriter. What do you mean by designing copy before writing it?”
It’s simple. Every type of copywriting follows a certain design or structure. And you have to know the structure before you write the words that will be put into that structure. Okay, you don’t “have to” know the structure, but it sure helps.
Let’s say you’re writing a 12-page corporate newsletter. It will help if you know how many articles are needed, how long those articles should be, the ideal length of headlines so they fit the column width, and so on. If a newsletter calls for 10 articles that are about 150 words each, you’re asking for trouble if you deliver 4 articles that average 800 words each.
In the case of a newsletter, it’s likely that a designer will give you a template and rough guidelines for your copy. However, in many cases, it will be up to you to suggest the design, even if it’s just a rough idea so the designer will lay things out based in part on your copy.
7 writing workflow tips to double your writing speed
While copywriting always requires a certain amount of creativity and can’t be too regimented, every writing project should have a similar workflow.
The more structured your workflow, the more efficient you can be, the less time you’ll spend on busy work, and the faster you’ll be able to finish writing.
Here are some tips:
Set up your files. You can devise any system you like, but here’s what I do. First, I grab a manila folder, label it, and dump everything I have into it. Second, I insert a job sheet where I track time, work completed, contact information, and other relevant data. Third, I set up a project file on my computer with subfolders for copy documents and background information. The computer folder matches the label on the physical folder with a job number and job title.
If you’re a freelancer, there may be other items to file, such as an estimate, contract, non-disclosure form, etc.
AIDA and 14 secret copywriting formulas
If you put 100 copywriters into a room and ask each for a copywriting formula, they would all pay homage to “AIDA,” but you’d ultimately get 100 different answers (and about 17 fist fights).
I don’t put a lot of faith in rigid formulas, since they are often of little use in writing copy. But they are quite good at analyzing copy after it is written.
So here is the famous AIDA copywriting formula and 14 lesser-known formulas.
AIDA — This is the best-known copywriting formula of all time. It stands for Attention, Interest, Desire, Action. Every successful promotional message must attract Attention, arouse Interest, stimulate Desire, and present a compelling call for Action.
ACCA — Awareness, Comprehension, Conviction, Action. This is similar to AIDA, but “Comprehension” stresses the importance of clarity and understanding, which is vital for any persuasive message. Also, “Conviction” is much stronger than “Desire.” It suggests certainty.
Welcome to Pro Copy Tips!
How do you write a company brochure? What makes for a good testimonial? Which part of a direct mail package should you write first? Where do you find helpful resources online for synonyms and quotations? How do you write faster without delivering lazy copy? Which grammar rules do you have to follow and which should you ignore? What do you need to know about design?
Pro Copy Tips is about just these sort of practical questions. My intention is to get right down to the nitty-gritty of writing professional copy. My goal is to make the blog posts clear, direct, instructive, and immediately useful in your day-to-day work.
If you want to know about who I am, just read the About page. Or you can read about my copywriting business or visit my company blog.
That’s it. No more fanfare. Let’s get to work.
