Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say.

Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page...

"What is it that I am really trying to say?"

With that question, I force myself to take a much more disciplined approach to my work.

I force myself to go back to the brief and take a closer look at the product or service in question, and the needs of the audience to which I am writing.

I force myself to think a lot harder about what really needs to be said in order to attract, engage, inform and inspire the reader.

I force myself to find the one line, the one thought that truly describes what it is I am trying to say.

With that line in hand, I can then start over, knowing that I am heading in the right direction with a clear, simple message.

All too often, copywriters use the process of copywriting to help them 'think'. That's how bad copy happens. You need to get the thinking done before you start writing.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

---

How to Start and Sustain a Career as a Freelance Writer

Have you wondered how you can make a career writing... Read More

The Formulas Freelance Copywriters Employ When Creating Web Content

What is it exactly that copywriters DO when they produce... Read More

How To Find A Copywriting School

Have you heard the good things about the field of... Read More

Boost Your B to B Marketing Copy: 3 Major Copywriting Blunders and How to Correct Them

When you're writing or evaluating copy for a B to... Read More

Sales Headline Copywriting ? Two Quick Steps to Success

Get a Good Start for Sales SuccessThe headline to a... Read More

16 Golden Rules of Master Copywriting

You could spend thousands of dollars on advertisement and have... Read More

Copywriting Goldmine: One of 20 Insider Secrets to Great Copywriting

Each weekday during my Red Hot Copywriting Bootcamp, attendees (or... Read More

Copywriting Makeover: Search Engine-Friendly Can Also Mean Visitor-Friendly

When it comes to search engine optimization, copywriting plays a... Read More

The Secret to Web Copywriting Gurudom

Have you seen those copywriting gurus, working it on the... Read More

How to Develop a Killer News Hook

When you are going to write a press release probably... Read More

How You Can Proofread Your Own Work

Putting out a high quality product is a given these... Read More

Direct Mail Sales Letters Flow Better With Subheads

A subscriber to my newsletter asks: "Got any good pointers... Read More

The Lost Art Of Fundamental Copywriting

What ever happened to good old fashion, fundamental copywriting? Has... Read More

Copywriting Makeover: Making An Emotional Connection - Part 1 of 2

One statistic shows that over 80% of all buying decisions... Read More

Your USP is Useless

One of the keys to writing good marketing copy is... Read More

Content is King

IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More

How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)

1. Address your reader as a friend, not as "Friend."When... Read More

The One Word Every Prospect Craves

It's arguably the most important word in the copywriter's arsenal.... Read More

Copywriting Secrets Of Indias Mystics

Hi everyone,Been ruminating on this one for a little while... Read More

Five Keys To Leaner and Meaner Copywriting

Grab 'em and don't lose 'em. Every marketer knows that... Read More

Ad Copy - Your 12 Point Inspection!

You're ready to launch that new product or promotion, &... Read More

Freelance Writing As A Career

Most people would love to make a living from freelance... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

8 Tips for Writing Headlines that Grab Attention (and Keep Prospects Reading!)

Effective headlines make all the difference in whether your prospect... Read More

Are You Asking the Right Questions in Your Copy?

It's a common approach to writing copy. You begin by... Read More

How To Test The Body Of Your Sales Copy For Weaknesses

Your sales copy is the life source of your business.... Read More

How To Write Headlines That Get Attention

No doubt, the headline is the most important part of... Read More

Internet Marketing 102: Copy What Works

Internet Marketing- Forget the experts, latest software program or even... Read More

A Writers Secrets

Every person has secrets that only he or she knows,... Read More

3 Steps to Great Copy

Nothing irritates me more than being told that there are... Read More

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

10 Tips for Writing Effective Web Copy

On the Internet programmers and designers rule, not the writer.... Read More

Subtle Emotion - The Key To Copy That Works

Say the word "emotion" to a man, and he'll immediately... Read More