20 slides, 20 seconds each, on tips and tricks to help you become a better copywriter.

1. Copywriting Tips & Techniques
Bonnie Zink
e
PWAC-SK President
K
Corporate Writer R
Writer, Researcher & Editor
Researcher,

2. KISS rule: Keep It S
Short and Simple. Be
clear and concise.

3. Keep your titles crisp, clear, and simple. Headlines are your first contact.
simple.

4. Read. The well read writer is a well informed writer and easily provides
content worthy of reading.
reading

5. Great cooking isn't plain food; it is food with zest and
"great writing isn't plain English; it is writing w
with
ZING!" Ben Locker @benlocker

6. It is not all about you. It is all a
about the reader. Speak to
your audience.

7. You are in the business of promoting benefits; your copy should be too.

8. “Good writers borrow from other writers.
Great writers steal from them outright.”
Stolen from screenwriter Aaron Sorkin by
Tom Mason @totmac
T M @t t

9. Plan ahead. Know why you are writi the copy, who you are writing for,
ing
and what you need to say.

10. Search Engine Optimization (SEO is important for web
O)
rankings, but readability is importa to your reader. Use
ant
keywords sparingly and strategica to keep readers
ally
engaged.

11. Incorporate a call to action in every piece you write. Tell the reader why
y
you are speaking with them. Tell the to click, buy, or engage.
em

12. Good copy has structure: Title --> Subject --> Support; just like good
e
sentences have structure: subj
ject --> verb --> object.

13. "If your copy seems ridiculously simple, i ' fi i h d " T
idi l l i l it's finished." Tom Alb i h
Albrighton
@tomcopy

14. “Confidence carries the day. Write like you’re an expert, talk like you’re
e
an expert, act like you’re an expert. Even if you’re not, it’ll carry you
through until you are.” Andrew Nattan @Mr603
n

15. Answer the "what's in it for me question and you'll avoid
e"
the "so what" problem. Engage readers by providing value.
e

16. The magic is in the details: Edit and
proof... A LOT! Grammatical
f G ti l
missteps can kill your reputation.

17. Create a "cheat" file of writing
g
that has seduced or impressed
you and refer to it often when
you need to be inspired.

18. When i doubt, test it Ask
Wh in d b t t it. A k your friend and colleagues what they think
f i nds d ll h h hi k
about the copy. Chances are you'll b inspired to make it better.
be

19. Don't try to be funny, cute, or
clever; do be your rself and honest.
Your reader know sincere copy
ws
when she reads it So, let's be
t.
real.

20. Still not sure on how to put your
best copywriting foot forward?
Call the
C ll th experts: P f
t Professional
i l
Writers Association of Canada
(www.pwac.ca) and contact a
professional writer on
www.writers.ca.
www.PWAC.ca
www PWAC ca
www.WRITERS.c ca
http://bonniezink
k.com