Unfortunately I can’t give you the recipe to waking up as a kick-ass Copywriter tomorrow, but I can give you a few tips and ideas to make the copy you’re already producing (as well as Future You’s copy) more credible and functional. 

Before we get stuck in...

...what the hell is a Web Copywriter anyway? Simply put; a Web Copywriter is the person responsible for communicating the idea behind a digital asset. Not a typist, ok?!

Bruce Bendinger said it well, “Copywriting is a job. A skilled craft. Verbal carpentry. Words on paper. Scripts to time. And one more thing. Salesmanship.”. While our copy may be on-screen, the same sentiment applies.

A copywriter would have done a better job... Image Credit: Clearly Ambiguous.

Let’s eat Dad!

Ummm, did you mean “Let’s eat, Dad!”? Contrary to popular belief, grammar isn’t just something used to bore school kids to death around the world. While I admit that it did bring me to the brink of tears on more than one occasion back in the day, grammar’s terribly important (not only to Copywriters). There’s something quite discrediting when receiving an email or seeing a Tweet or Facebook post where “your” was actually supposed to mean “you are”. Good grammar builds credibility, friends.  Here are a few of the little oopsies our CopyStars spot most often: too/to, its/it’s, your/you’re and their/there. Read more on these little gems.

Beware teh dreaded typo

See what I did there? I’m not sure if it’s the result of a brain-to-hand wiring problem or because the inventor of the keyboard was a masochist, but I always mistype “the”. Emma D’s fav is iwth (as in with).

My point? Take the time to realise which words you’re constantly mistyping and try and train yourself to stop doing it. While it’s ok in a Word Doc (Spell Check saves lives, people!), unless you’re aware that you make these mistakes; you’ll probably be blind to them when firing off an email or a status update. By then, the damage is done.

Quick fire digital copy tips

• Get intimate with your brand. To craft functional and beautiful copy, you’re going to need to get seriously up close and personal with your brand and the product / service you’re trying to “sell”. Understand the objectives, the strategy, the master plan (insert evil laugh here)… the whole bang shoot. Bad copy is the result of an “I’ll just quickly write some jazz about this product I’ve never heard of before” job. If you don’t believe what you’re writing about, your readers probably won’t either.
• Consistency is key. Changing between first and third person, writing “3” in one sentence and then “three” in the next and odd use of capitalisation is annoying. If you don’t have a copy guidelines document to work off, start creating one. Like now.
• Understand digital. Just because you can write, it doesn’t mean you can write for the Web. Copywriters with a deep understanding of Web Development and Engagement tactics definitely have the upper hand when it comes to writing online and it shows. 
• KISS. Keep it simple, stupid! Trying to impress with fancy jargon will only confuse your readers (read: piss them off). Which leads me to the next point…
• Write like you talk. You wouldn’t use 15 adverbs in an everyday convo about the services your company offers, so don’t do it in an email. Flowery prose is just plain annoying.
• Always put your primary focus first and then elaborate on the more intricate details. Online readers are overwhelmed, in a rush and click happy. Don’t waste their time - get to the point quickly and always offer a source of more info (if they need it).
• Proofread everything you write… yes, everything. At Quirk, we proof our own documents and edit them before handing them over to another Copywriter with fresher eyes and less involvement in the project. Often our brain tends to process exactly what we mean to write - even when you didn’t – this is when a second set of eyes comes in handy for a round-two read over.
• Read Keryn’s article on why writing for digital should be important to you.
• Don’t be afraid to Make Misteaks - That’s how you learn.

Advice for new digital writers

• Read everything more. Books, magazines, blog posts, menus… just keep reading and your writing will improve.
• Love and respect the language you write in.
• Keep sentences short.
• Say things simply.
• Edit ruthlessly.
• Take the 5 week Quirk Education course on Writing for Digital. Seriously!

“Forget words like ‘hard sell’ and ‘soft sell.’ That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying it like it’s never been said before.” ~ William Bernbach

Have you hugged a Copywriter today? 
 

Also check out:

• Why is Writing for Digital important for you?
• 5 Things You Should Know About SEO Copywriting