Copywriting is the process of expressing the value and benefits a brand has to offer, via written or verbal descriptions (O’Guinn, Allen & Semenik, 2009).
It is almost impossible to separate copywriting with layout designing. The difference between copywriters and art directors may not be as great as you think. While copywriters are mainly focusing on the verbal creatives in ads, the art directors are responsible for the object, or visual, side of the ad. So, both copywriting and object designs are equality important.
- Write Drunk; edit sober – Try not to slip into overt formality. Instill personality into your writing and edit later with a sound mind.
- Sleep on it – Don’t try to finish up your copy right away. The best works are often created with further crafting.
- Get a friend to read it aloud – (I must rewrite what Tennant said: 1. It works. 2. No one friggin’ does it). Ha! It is important to let someone else proofread your work instead on doing it by yourself. Our minds are designed to think like we want it to think.
- Use a breath test – Basically, put yourself into your reader’s shoes. Try to read the copy from a third person point-of-view. Is your copy too wordy? Are you using jargon? Hard to see/read? If it does for you, then it probably is the same for your readers.
- The passive voice should be rewritten – My journalism professor keep saying this to me when I was a still a sophomore in college. People prefer something positive than negative. Also, passive voice often make sentences complicated and takes time to figure out.