Good copy is paramount to being taken seriously as an organization or a brand. In the same way a customer service rep is the front line of an organization, so too is good copywriting. If a potential supporter finds your website, and the copy is subpar, they might not take you seriously.
Grammar, punctuation, and clarity are all important benchmarks of good writing. If you have a spelling or usage error, it’s not going to make you look good, and you could lose potential donors That’s money out of your pocket.
What’s the secret then? How to be sure that your copy is clear and engaging? Here are a few things to think about.
Clear and Concise
What comes to mind when it comes to good writing? Illustrious adjectives that beautifully describe and paint a picture? Big words?
How about this: clear and easy to understand copy that serves the purpose for which it exists. Good copywriting shouldn’t be noticed. It should provide information. A customer, or a client should know exactly what they need to know after reading.
Copywriting isn’t fiction writing, and it isn’t meant to be literary, it’s informational. Cut out extra words and phrases that might not fit. Make things simple. You’re providing a roadmap so someone can get the information they need easily and quickly.
This doesn’t mean that you can’t write with some personality. By all means, do so. However, it’s important to remember your audience.
Remember the Audience
Before you begin writing, think about readers? Will it be millennials who are used to quick, punchy content? Is it senior citizens? Cater your content toward the right demographic.
Decide if you’re going to be using graphs or other graphics to help you tell a story. Make sure you think about the information. Get to the point quickly.
If you’re writing copy for a home page, have clear directions for how to navigate the site. Make sure your message is clear.
Have a Purpose
Never write to just fill space. Every section, every page should have a purpose and a direction. It helps to be organized, and to plan. For example, stick to word counts and subject matter. Stay on topic and remember why you’re writing.
Before you start any little piece of copy, find the purpose. Is it to explain something? Is it to give directions? Decide on your tone. Happy and engaging? More mechanical and directional? But most of all, readable. Try a readability checker to see if you’re writing sentences that are easy to understand.
If you stick to these guidelines, you’ll have shining copy in no time.