The “How” of Writing Great Copy

June 5th, 2007 Dina at Wordfeeder.com

If you want to write articles that make people sit bolt upright and go, “WOW. I wish I’d thought of that,” or “Gee, that’s such a great point! I think I’ll try that,” or “Man, this guy/girl really knows what she’s talking about,” then you’ve got to go beyond the “What” of the story and into the “How.”

The “what” of the story could be something like…

If you want to become a stand-out in your field, you’ve got to develop a great branding strategy. Here are some companies who have already done so… (and then you cite four or five examples).

Now, don’t get me wrong. The “show me” list isn’t bad, if you’re introducing a new concept to an audience of novices. But there comes a time when you want to delve a little deeper - and this is where the “how” comes in handy.

“How” do I go about developing a great branding strategy for my company?

1. Write down a detailed description of your target audience or ideal customer, and include demographics and psychographics.

2. Develop the basic need, want, or desire that your ideal customer has, as related to what you sell.

3. Isolate the “unique selling proposition” - or “what’s in it for me” for your customers. That is, how will your product offer relief, provide a solution or solve the above mentioned problem?

4. Begin the process of free-flowing thought. What types of words come to mind, related to your product and also to the manner in which your customer typically speaks? Brainstorm a list of ideas and words that can be incorporated into a slogan later.

5. Narrow down your list of phrases to be used as your slogan or elevator pitch. Just describe what you offer, plainly and simply, in a way that appeals to your customer’s emotions.

6. Begin to think metaphorically, or in analogy form if you prefer. What can you compare your business to? Are you quick and clever, like a fox? Are you simple and old-fashioned, like granny? Fresh like an apple? Solid as a rock? Partner with a graphic designer who can flesh out your concepts into images that can later become your logo.

7. Write down your Company Mission Statement - what’s your primary goal for serving your clientele? List your prime values and beliefs, as an organization. Outline the principles that govern your method of doing business.

The seven steps that I just wrote above are my quick and painless example of the “how” of writing a “how-to” article. If you really want to deliver value to your reader, start thinking in terms of process and procedure and “show them how it’s done.” You won’t believe the response you get when you begin to really teach people something they didn’t know before.

Copyright 2007 Dina Giolitto, Wordfeeder.com. All rights reserved.

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