Step One for Copywriters: Understand WHAT to Say

Find a passage of poorly written copy, and chances are you will have found a copywriter who never figured out what it was that he or she was trying to say.

Whenever I have trouble with some copy, I stop, sit back and then write at the very top of the page...

"What is it that I am really trying to say?"

With that question, I force myself to take a much more disciplined approach to my work.

I force myself to go back to the brief and take a closer look at the product or service in question, and the needs of the audience to which I am writing.

I force myself to think a lot harder about what really needs to be said in order to attract, engage, inform and inspire the reader.

I force myself to find the one line, the one thought that truly describes what it is I am trying to say.

With that line in hand, I can then start over, knowing that I am heading in the right direction with a clear, simple message.

All too often, copywriters use the process of copywriting to help them 'think'. That's how bad copy happens. You need to get the thinking done before you start writing.

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

A Copywriting Lesson from Dr. Seuss

Looking for inspiration for your next marketing communication? Try the... Read More

Steps to a Writing an Effective Press Releases

Want to get the most media attention and spotlight for... Read More

So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process

Whether you're an executive or a small business owner, chances... Read More

Writing For Sex Markets

Many professional freelancers will go their entire career without ever... Read More

Writing Benefit-Driven Web Copy ? 4 Steps to More Sales

You've identified the benefits you offer your customers, but how... Read More

Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content

If you have done your homework then you are ready... Read More

Custom Writing Services: Market Overview

Market identification Custom writing services market is a sector of... Read More

Discover Your Creativity

You have a choice. Do you want to be constructive... Read More

Want a Sticky Site That Sells? Forget Content!

An interesting debate is currently raging among copywriters, web designers... Read More

Accelerate Your Freelance Copywriting Master Business Plan!

Ever wish for your own copywriting business?Ever wish you could... Read More

Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

Perhaps the most important benefit in the material that follows... Read More

Super Verbs Really Move Your Copy

Run or hustle? Eat or devour? Move or scurry? You... Read More

The Secret to Drilling Down Deep in Your Target Market

Here's another drill ripped out of the Field Guide for... Read More

7 Formulas for Articles That GET READ!

Many of us have been asked to write an article... Read More

10 Tips for Tech-Writers

Tech-writing is a tricky business. It's not a very high... Read More

Freelance Writers: Double Your Income

Freelance writers are a strange group of people when it... Read More

Are You Making These Press Release Mistakes?

You've done it. Gotten that press release written. Now you're... Read More

Tech-writers: A Necessary Evil

New to tech-writing, or thinking about starting? The key to... Read More

The Second Most Important Element of Your Ad... after the Headline

Hi {FIRSTNAME Friend},Next time you're flicking through your local newspaper,... Read More

Art Of Writing Profitable Classified Ads

The art of writing profitable classified adsEverybody wants to make... Read More