Our Creative Consultants write a lot of copy: On Hold Marketing, blog posts, website and social content, emails, video scripts, radio and TV commercials.
And we talk often about how to improve what we do.
So, we compiled a few thoughts on creating marketing content. If you write for your company, you might find these suggestions valuable. (Let us know if we can help.)
1) Your title is your promise to your reader. If someone starts reading your article or blog post, it's likely that your title drew him in. If he stops reading, it's probably because you didn't deliver on that title.
No one wants to feel like they've been suckered. And you don't want to earn a reputation for misleading your audience or wasting their time. So, a) don't use click bait-style headlines to hook readers, and b) make sure your content stays focused on the idea, information or solution promised in your title.
2) No one cares. When writing and editing, start with this assumption: “No one cares about what I have to say with this copy.” That helps you avoid the “if-I-write-it-they'll-read-it” fallacy.
Then, get to work on making your audience care! Deliver value to your readers. Surprise them with new information, original thought, or unique insight. Challenge them. Give them take-aways they can apply in their life or work. In other words, write to encourage your readers to come back for more.
3) Respect your readers' time. Long blocks of text can seem overwhelming, and for busy or slower readers, they represent more of a commitment. You owe it to your audience to do the work of honing and tightening your copy.
Especially in today's time-crunched world, effective writing is about communicating efficiently. Every word you leave on the page should count. So get to the point!