top 10 tips for great copy

TOP TEN TIPS FOR WRITING GREAT COPY

Toni Kentwww.tonikent.co.uktoni@tonikent.co.uk@tonijkent

BEFORE YOU EVEN START No matter which audience you are writing for, remember they are HUMAN

* Find some solitude * Clear a space * Clear your mind

TIP 1 – GET YOURSELF IN THE ‘WRITE’ PLACE

TIP 2 – DECIDE WHAT YOU WANT TO DO * Inform - I want to tell you something * Educate - I want to teach you something * Entertain - I want to show you my cat looking cute

TIP 3 – GO WITH THE FLOW * Just write * Don’t worry about grammar, sentence structure or sense * Try the “once upon a time exercise”

TIP 4 – 8 WAYS TO GAIN ATTENTION * Timeliness | Has it happened recently?   * Proximity | Is your news close to the readers homes or hearts? * Prominence | Is your news about something / someone of significance? * Emotion | Is your story a moving one? * Conflict | Is there an element of struggle in your story? * Currency | Is it related to something else in the news? * Consequence | Does the subject have an impact on peoples lives? * Oddity | Is it a dancing pony?

Private Eye 2014

TIP 5 – TRY HARD, BUT NOT TOO HARD!

TIP 6 – TELL A STORY* Your copy should have a start, middle and end* It’s the reason those John Lewis ads work

TIP 7 – BE YOURSELF * Your copy should sound like you

TIP 8 – GET A SECOND PAIR OF EYES * Ask someone else to proof your work * If you’re producing lots of content, hire a proofreader * Ask for feedback from someone not connected to your business * Do not ask your best friend!

TIP 9 – SAY IT LOUD! * Not sure if your copy reads well? * Read it aloud to see how it sounds

TIP 10 – IF YOU’VE GOT IT, FLAUNT IT! * Once you’ve got your content, use it at least three times * Use all of your channels to promote and share your content

THANK YOU www.tonikent.co.uktoni@tonikent.co.uk@tonijkent