10 Copywriter Tips for Better Business Writing

Like most of us doing business in Gloucestershire (or elsewhere in the UK), whether it's composing email, writing reports or updating website content, you probably spend a huge part of your day writing. A few simple tips and techniques, from one of Gloucestershire's pro-writers, an experienced local copywriter, can make your business communications more effective – and more enjoyable. In this article, Cheltenham copywriter, Al Hidden shows how a few time-proven principles are universally applicable to anything from a simple email to the content of a website or a major business proposal.

As Julie Andrews sang in The Sound of Music, let's start at the very beginning. Good writing (good means effective, engaging copywriting that gets results from its readers) begins with the mental processes that should kick-in before pen touches paper or fingers pound your keyboard.

1. What's your writing objective?

It sounds so obvious, but how many times have you launched into writing, full of enthusiasm, only to discover that your enthusiasm has carried you down a blind alley at 90 miles per hour! Whatever you need to write, always budget a title time to think it through first. Don't be afraid to daydream either because the mind often comes up with innovative, creative ideas when we take the pressure off it and relax a little. That's why so many good ideas seem to come in the shower or when you're on a long car journey. Though your words gain permanence with a keyboard or a pen, the most important part of writing is done with the brain.

Sometimes it will take weeks, other times just a few minutes to capture ideas and structure your document. Take a look at the simple mind map (below) that I prepared when planning this article. Just a few minutes in a sunny park with a pen and notebook. By working non-linearly (like our brains) mind maps help us make connections and structure powerful documents. The great thing is that a mind map doesn't need expensive resources (though I swear by the freeware Freemind mind-mapping application for those occasions when you want to mind-map on-screen): a notepad, the back of an envelope or even a paper napkin will do.

You can't write unless you know what you want to achieve. After thinking about the project, you should have a clear idea of your objective. It's simple – work out what you want to achieve, then work out how to get there (it works for marketing, business success and life itself too!)

2. Let your thoughts rest awhile

Often, you've got to move fast. But if you have the opportunity (and this applies throughout the writing process), let your ideas rest for a while: ideally an hour or two, overnight or longer. Get away from your writing for a while. It's hard, but often, coming back to your outline fresh you'll be able to add additional insights.

3. Getting started

Often the hardest part. But, as someone once said, even the longest journey begins with a single step so don't be afraid to write something. It's an old trick from the fiction writing world. Start writing, write anything because you can always edit later with the Delete key. Just do it – write!

4. Rewriting

And then there's the idea of rewriting. Articles, chapters of a novel or business correspondence almost invariably benefit from the refining process of rewriting. A few years ago, when I when I was a copywriter for a Gloucestershire PR agency, one of the most valuable lessons I learned from the business's owner was the benefit of rewriting. It's like making a rich sauce – as you keep refining, the volume decreases but the flavour intensifies.

Be careful, however, not to get trapped by the writer's version of 'paralysis by analysis'. The objective of the exercise is to write something worthwhile and get it in front of your chosen audience. Ultimately, 95 per cent of something is better than 100 per cent of nothing. Nearly perfect is almost always good enough. Remember the law of diminishing returns. Is the effort it will take to do that last small percentage of improvement really going to be a good use of your time? Know when to say 'enough' and go to print.

5. Proofreading

No matter how great the time pressure, always check your document. Even for an email, check it carefully because it's easy to let an embarrassing mistake slip through. Don't be afraid to let an important email rest overnight.

For longer documents, try to proof on a hard copy. This becomes more important with the importance of the document and the cost implications of getting it wrong. Ideally, ask someone independent to proof it for you (or with you). On-screen proofing is notoriously inaccurate and will let you down (probably sooner rather than later).

6. Good writing counts

It's easy to get lazy in this age of text-speak and informality. Don't get me wrong, there's a place for more casual writing – but it probably isn't in a serious email or your department's intranet page. Also, there's an increasing tendency for basic grammatical and punctuation conventions to go out the window in a lot of business writing. Even at a high level, among people who should (and are being paid enough to) know better, apostrophes, hyphens, exclamation marks, ellipsis points and en-dashes are often used and misused, leading to ambiguity, harder reading and an apparent lack of professionalism. The ideal answer is to hire a copywriter to help you (not with every email but with your major documents such as brochures, case-studies, major reports, website and intranet pages).

7. Headlines and subheads

No, not the toilets in a Trident missile submarine, but the headlines and subsidiary headings that help your readers make quick sense of the content of your document. Even in a simple email, a strong headline and a few well positioned subheadings can dramatically improve the readability of your missive – and the likelihood of your message getting through. Subheads help busy skim-readers to quickly assess the content of your message. Particularly in our modern world of short attention spans and information overload, your readers will thank you for summarising the main points with subheads. And while we're on the subject of headings and subheads, don't forget the difference a strong email subject header can make.

8. Don't try to be too 'clever, clever'

Sensible formatting and use of styles in word-processing software can often enhance your message. But remember that, ultimately, it's the quality of your message rather than Microsoft's over-elaborate eye candy that will persuade your reader. Less is often more, so, rather than getting bogged down with time-consuming formatting, put your effort into a powerful, persuasive message.

9. AIDA, Six W's and an 'H' and FABS – the salesman's (and copywriter's) friends

Back in the day, when I sold building products into the construction industry, I learned about the 'salesman's friends'. First, there's the classic AIDA model (Awareness, Interest, Desire and Action). Email or website page, if you structure your document around the AIDA principle, you'll automatically lead your reader through to the action you want, be that understanding, a telephone call or a purchase action. Alternatively, a good copywriter will understand AIDA so why not let them do the work for you.

Next come the Six W's and an 'H': Who? What? Where? When? Which? Why? and How? As part of open-ended questions, these will help you understand the purpose, structure and content of your message. You'll be amazed how many of life's issues can be dissected using them.

And then there are Features and Benefits (FABs). Whatever your writing is selling (and most is selling something), for maximum effect, sell the sizzle not the sausage. Features are great, but people buy benefits – 'what's in it for me?' Good writing, using this advice, will give you a better document (Feature) but improve your reputation and get you better results in your business or private life. Now, there's a benefit worth having. A good copywriter will always have an eye for the benefits of your product or service – or help you find them if you're struggling.

10. The end effect

And finally, there's the end effect, the discipline introduced by setting time constraints for your writing. Did you ever have to put something together for a set deadline? Chances are that you worked with surprising efficiency. Make use of the end effect; set yourself a target and write.

Whether you want your writing to deliver enhanced business or personal success, these ten pointers will definitely help you plan and write better documents. They're easy to apply and, as I mentioned earlier, you'll feel the benefit immediately.

Sometimes, of course, it pays to get a professional copywriter on the job. A pro-writer will be experienced in website content, case studies, brochure or newsletter writing. Because they write day-in and day-out, they are ideally placed to help you with your business writing – and free you up to do what you do best, be it managing a business, a department or a project.

For help with your copywriting, call Al Hidden on 01242 515404 or contact me NOW