Copywriting — How to Write for Other People
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How to Write for Other People Consistently, Expertly and Without Going Crazy. Key points: have and use a style guide, practice multichannel immersion and make sure you keep writing for yourself, too. From Digital Portsmouth: The Art of Copywriting — "How to Write for Other People. Presented by Crystal Paradis on January 21, 2016.
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Copywriting — How to Write for Other People
- 1. How to Write for Other People Crystal Paradis Director of Communications, Vital @laughtercrystal @vital_design laughtercrystal.com wearevital.com #DigitalPorts The Art of Copywriting
- 2. How to Write for Other People Crystal Paradis Director of Communications, Vital @laughtercrystal @vital_design laughtercrystal.com wearevital.com #DigitalPorts The Art of Copywriting Slides!
- 3. Vital Design I work with these folks at Vital. wearevital.com
- 4. As a digital marketing agency, we write for a lot of other people So do: Freelancers Marketing Pros Guest bloggers Ghostwriters Ad copywriters Wow, how do they do it?
- 5. How to Write for Other People Consistently Expertly Without Going Crazy
- 6. How to Write for Other People Consistently Style Guides
- 7. Benefits of a Style Guide Keeps record of client preferences Eliminates ambiguity in usage/form Helps clients, writers & editors work together Enables easy hand-off between writers & editors Stops arguments
- 8. How to Create a Style Guide 1. Choose an existing style guide 2. Document exceptions & additions 3. Always be checking it
- 9. Choose an Existing Style Guide AP: Journalism (and the most common baseline for online publications/B2C companies) Academia: Chicago Psychology: APA General: Strunk & White UK/Legal: Oxford
- 10. Document Exceptions & Additions Company name usage, product names, industry-specific terms Date formatting (“April 17, 2015” or “April 17th, 2015”?) Quantities (“sq. ft.” or “square foot/feet” in product descriptions?) “Greatest hits” arguments: Serial commas, spaces after period, Internet/internet, e-mail/email, e-book/eBook/ebook, periods on bullet points, ampersands in titles…
- 11. Always Be Checking It Don’t find the answer to a question in the style guide? Add it to the style guide Notify collaborators #ProTip: If your style guide is in GoogleDocs, subscribe to update notifications! http://bit.ly/GoogleDocsNotify Coffee’s for Checkers.
- 12. Great example: HubSpot’s Internet Marketing Written Style Guide Check it out at: http://bit.ly/HubSpotGuide
- 13. How to Write for Other People Expertly Multichannel Immersion
- 14. Multichannel Immersion Learn a new industry quickly Get familiar with industry language Stay on top of news & trends Experience how people in the industry talk/write/behave Come up with ideas for relevant content or fresh angles
- 15. How to Immerse Yourself 1. Find & Follow relevant leaders on all channels 2. Keep a master list for each industry/client 3. Always be checking it
- 16. Find All Relevant Leaders & Competitors Add list of competitors from client Find competitors that are ahead of where the client is Find industry leaders & commentators Search each channel for industry keywords
- 17. Find Them on All the Channels Websites Blogs Emails Twitter Facebook LinkedIn Groups Podcasts Google Alerts Pinterest Instagram
- 18. Follow Them on All the Channels Websites — Master List Blogs — RSS Feed Emails — Subscribe Twitter — Follow/Add to Lists Facebook — Like/Star/List LinkedIn Groups — Join Podcasts — Subscribe Google Alerts — Set up Pinterest — Follow Instagram — Follow
- 19. Multichannel Organization Tools BlogTrotter — Blog posts to emails Feedly — RSS feeds (blogs OR Google Alerts!) Reeder — Third-party app for Feedly (better UI, easy to read/ share) Email — Rules/filters to folders TweetDeck — View multiple Twitter Lists Podcasts — Stitcher/OverCast IFTTT — Everything!
- 20. Keep a Master List Link to all sources on each channel, or list where to find them (email folder, RSS feed, Twitter list) Have a “quick view” list for the most important channels for each client or industry Reference for content ideas Keep a Master List of all your Master Lists (advantage: Evernote) #ProTip: Make a Table of Contents note in Evernote: http://bit.ly/EvernoteTOC
- 21. Always Be Checking It Before meetings Before writing sessions Before content calendar planning Before coffee Coffee’s for Checkers.
- 22. How to Write for Other People Without Going Crazy Write for Yourself
- 23. Write for Yourself Sharpen your saw; flex your writerly muscles Stay detached from your “day job” writing — and its feedback Get better at distinguishing your voice from client voices Learn from personal experiments Stay hire-able!
- 24. Write for Yourself “If you don’t have the time to read, you don’t have the time (or the skills) to write.” — Stephen King
- 25. Write for Yourself “If you don’t have the time to read, you don’t have the time (or the skills) to write.” — Stephen King write for yourself for other people (sort of)
- 26. Write for Yourself You MUST blog. You don’t have to blog under your own name (but why wouldn’t you?). Post consistently — important for you personally, mentally and as a demonstration to potential clients or employers
- 27. Distance from your “day job” If you have to hang your creative cape at the door, make sure you’re wearing it outside of work.
- 28. Get Super Familiar With Your Own Voice Write about stuff YOU care about Emulate your fave writers/ bloggers Interact with others, find out what your “angle” is Define your voice, tone, style, personality, niche
- 29. Experiment Learn what works & what doesn’t Take bigger risks Have more fun Do stuff your clients would never let you do Unleash your inner punster — or sarcastic critic, or superfan
- 30. Multi-Channel Immersion — for YOU • Your Fave Websites • Your Fave Blogs • Your Fave Emails • Your Fave Tweeps • Your Facebook Buddies • Your Fave LinkedIn Groups • Your Fave Podcasts • Your Own Google Alerts • Your Fave Pinterest-ers, Instagram-ers, etc.
- 31. Great Marketing/Copywriting/Content Strategy Blogs: • HubSpot's Marketing Blog: http://blog.hubspot.com/marketing • Contently's The Content Strategist: https://contently.com/strategist/ • Copywrite Matters: http://copywritematters.com/blog/ • Copyblogger: http://www.copyblogger.com/blog/ • inbound.org: https://inbound.org/ • Moz Blog: https://moz.com/blog • Disenthrall: http://disenthrall.co/ • GatherContent: https://gathercontent.com/blog/
- 32. Collect Good Feedback Good stuff for encouragement: Happy tweets Thank-you emails Positive Facebook comments Nice blog comments Have fun using them for personal testimonials / endorsements
- 33. Collect Data Real stuff for improvement: Analytics Heat maps Open rates Click-through rates Use this info to get better — for yourself and for your clients!
- 34. Stay Hire-able • Most crucial part of a marketing copywriter’s resume: a blog • Consistent posting shows you can write every day • Good post titles show marketing/SEO expertise • Email signups / CTAs show interest in lead generation, conversation rate optimization, inbound marketing • Smart social media usage shows familiarity with modern distribution tools
- 35. Always Be Writing The more you write, the more capacity you have to write.
- 36. Always Be Writing Writers Write. Coffee’s for Writers.
- 37. Promise me you will only use your powers for good. @laughtercrystal @vital_design | laughtercrystal.com wearevital.com All images in this slide deck are from the Instagram accounts @laughtercrystal & @vital_design Now you Know How to Write for Other People Consistently Expertly Without Going Crazy