The Other Skills Necessary In Copywriting
I’ve focused much of this blog on the writing skills necessary for producing your own business copy. Sometimes it’s about more than just putting words on a blank screen. The truth is, that anyone setting out to produce their own business copy needs to have a firm understanding in a wide array of subjects to achieve the maximum impact.
OK, so I’ve written about this one quite a bit. You need to have a firm understanding of what marketing entails, and how to build relationships that benefit both parties. You need to understand that your web site should be your marketing hub (storefront), and that all other online platforms should be in an attempt to bring traffic through the door.
It’s also important to understand the importance of a strong call to action. Many times your readers won’t know what you want them to do unless you flat out ask them.
It’s always important for a writer to have a strong understanding of how design can impact the overall message. You want your photographs and imagery to point people into the message you’ve worked so hard to create, not steer their eyeballs away. It also helps to have a basic understanding of what the designer working on your project is trying to do.
Professional copywriters rely on this skill all the time as they learn about new industries. It’s still something that can be important for the DIY copywriter. You may still need information from other employees or even satisfied customers before sitting down to write. Knowing what questions to ask and how to ask them can be a big help.
Search Engine Optimization
I can’t tell you how many clients’ eyes glaze over as you bring up search engine optimization. But really it’s just a fancy way of saying that you need to position your website for the search engines. This means knowing what they’re looking for, and knowing how to provide it. For instance, if your business has a wide array of products or services available online, Google values unique content. That means unique product descriptions, not using the same one hundreds of times.
Understand Your Medium
Sometimes the written word just isn’t going to cut it. If you’re going to do a video or podcast, make sure you have a solid understanding of what it takes to write for those mediums. You may need to constantly read your work out loud to understand the rhythm and flow as you write.