Sometimes I have to revise my copy five times before my client says it's right. What should I do? -- signed "Tired of Rewriting"

Dear Tired:

It's a sad fact: not all clients say what they mean or mean what they say. Part of your job as a freelance copywriter is to get the message straight---before you start writing. Most advertising agencies and design studios use an account planner to draft a “communications brief” (also called a "creative brief") at the start of any creative project. It’s an essential document that gets agency and client singing off the same sheet of music. But as a freelance copywriter, you probably don’t have an account planner. No problem, just ask your client the following six questions, the answers to which will make your life a lot  easier. 

Who are we talking to?

List the audiences and influencers for the project. Order them by importance. 

What do they believe about (Company/Product/Service) now?

Put down what the target audience thinks about your client’s company/product/service, e.g., “Target audience thinks that Company A only sells server software.”

What do we want them to believe?

Put down what you want the target audience to think about Company A after they read your copy, e.g., “Wow, I didn’t know that Company A offers a full range of software for desktops and networks.”

What is our key message?

The key message is the principal idea or claim your copy should deliver. Don’t confuse the key message with a tag line, positioning line, headline or theme. It is none of these. It is simply a one or two sentence statement that describes the focal point of the piece you are writing. Nail the key message correctly upfront and your copy will practically write itself. (Not really, but it will seem that way.)

The key message should sound believable. And interesting. The trick is to come up with a set of words that not only defines the uniqueness of your client’s company/product/service, but is also capable of supporting the creative concept you’ll develop.

Continuing the example from above, one possible key message might be: “Company A’s comprehensive software offering makes it easy for customers to find the tools they need to maximize their productivity and efficiency—regardless of the software platform they use.”  

What makes this true?

Using bullet points, list three to six facts or proof points about Company A that validate its key message. 

What affects the creative concept?

Describe any limitations or mandatories that affect the work, e.g., “In building Company A’s brand, it’s important to a find a unique space that Company A can own and occupy by itself. Therefore, the creative concept for this project should help define what that space is.”

One more thing...

The communications brief you develop is of no use until you share it with your client and he or she signs off on it. Once it’s approved, you’re ready to write. 

Will using big words make my copy sound more intelligent? --signed "College Grad"

Dear College Grad:

Writing awkward-sounding, jargon-riddled compound sentences that run on for lines doesn't make you appear smarter. So what does? Writing more using fewer words. Don’t kid yourself; that takes work. Blaise Pascal (1623–62), 17th-century French philosopher and mathematician, once wrote to a friend. “I have made this letter longer than usual, only because I have not had time to make it shorter.” My wife’s grandmother defined a “lady” as a woman who  studies herself in the mirror before she leaves the house and takes off one accessory. Make that a metaphor for your writing. 

Most important, be sure what you write makes sense. The following example, taken from an actual published Letter to Shareholders, does not make sense. The implication here is that along with writing less, you must also write with greater clarity. In this example, the words were already there, so it was more a case of following grandmother’s rule and pruning away the unnecessary ones.

Before:

Our commitment to sustainability is deeply rooted in the culture of our company. We believe it is our responsibility to focus on leveraging our leading global platform to bring together the best and most cost effective, energy-saving and environmental practices from around the world to create value in a sustainable manner.

After:

Our company creates sustainable value for customers and stakeholders by bringing together  the most cost-effective, energy-saving and environmental practices from around the globe. 

Your Assignment:

The world is brimming over with run-on sentences that don't make sense. Pick one and rewrite it. 

Dear Freelance Copywriter is brought to you by Robert Roth at ROTH copywriting.

What makes a good tagline good?-- signed "Slogan Challenged"

Dear Challenged:
As United States Supreme Court Justice Potter Stewart said about pornography, "I know it when I see it." Freelance copywriters could say the same about good taglines. In an recent blog post, Creative Review asked a panel of industry experts to name their top five taglines. If you want to hone your know-it-when-you-see-it skills, see their answers here.

Dear Freelance Copywriter is brought to you by Robert Roth at ROTH copywriting. 

What is the Rule of Three? Does it have anything to do with devil worship? -- signed "Gothic W. Riter "

Dear Gothic:

You’re thinking of 666. The Rule of Three is different. Photographers, graphic designers, interior designers and architects follow it. So why shouldn’t copywriters? Actually, many do.

Visually, the Rule of Three is about harmony…and odd numbers. Cecilia Walker at Cecilia Walker Design explains the Rule like this: “The basic idea is that details and objects that are arranged or grouped in odd numbers are more appealing, memorable, and effective than even-numbered pairings. While it is easier to create symmetry by balancing elements in twos, odd numbers create harmony.”  

In copywriting, the Rule is about words, obviously. But more than that, it’s also about what those words (or phrases) look like on a printed page or computer monitor (or in any other form of communications). Additionally, it’s about the rhythm of the words and how they sound when read aloud (or silently).

For instance, how enduring would Timothy Leary’s 1960’s mantra be if it was just “Turn on, drop out” versus the actual 3-part one: “Turn on, tune in, drop out”?

How memorable and engaging would the Pep Boys be if they became “Moe and Jack” instead of “Manny, Moe and Jack”?  

How iconic would Nike’s “JUST DO IT” be if it became “DO IT”?  

Copyblogger founder Brian Clark wrote an excellent, in-depth article on subject: “How to Use the ‘Rule of Three’ to Create Engaging Content” It’s a must read.

Dear Freelance Copywriter is brought to you by Robert Roth at ROTH copywriting. 

I’ve been told my copy is too 'staccato.' I don’t even know what that means. What should I do? – signed “Short N. Choppy”

Dear Short:

Not to worry, a few well-placed transitions can fix your copy. Think of writing as a relay race: the runners are the sentences; the hand-offs are the transitions. Your job is to make them as smooth as possible.  Conjunctive adverbs and phrases can help.

A conjunctive adverb is an adverb that connects things. Use it as a transitional device between one main thought and another. Or to show relationships and sequence.  It can also be used to compare or contrast ideas. Most importantly [adverb], it can be used to shape the personality of your narrative voice. 

OK, enough grammar. Let’s look at an example of conjunctive adverbs in action:

Bennie’s cheese-steak sandwiches are delicious. In fact, they've been voted best in Philly six years in a row. What’s more, they’re made with 100% Angus beef. Even better, they’re on sale now. So, don’t waste your money elsewhere.  Instead, head down to Bennie’s, today.  

A Partial List of Conjunctive Adverbs and Phrases

accordingly additionally anyway again as a result at last at the same time besides certainly comparatively consequently contrarily conversely finally further furthermore elsewhere equally hence henceforth

however just as identically in addition in comparison in contrast in fact in the meantime incidentally indeed instead likewise meanwhile moreover namely nevertheless next nonetheless naturally notably

now on the contrary on the other hand otherwise rather similarly so subsequently still that is then thereafter therefore to be sure thus undoubtedly uniquely without a doubt

Punctuation:

• When a conjunctive adverb connects two independent clauses in one sentence, it is preceded by a semicolon and followed by a comma.
• If a conjunctive adverb is used in any other position in a sentence, it is set off by commas.

Dear Freelance Copywriter is brought to you by ROTH copywriting --- http://www.rothcopy.com

Is there a place for sentence fragments in my copywriting? -- signed Unpunctuated

Dear Unpunctuated:

Most certainly. Using sentence fragments can enhance your writing style by adding a more conversational quality to it and improving flow. For an example, I grabbed a paragraph at random from jelly-maker J. M. Smucker's 2009  annual report:

Here's how it read originally: 
"The 'Great American PB&J' has been part of family meals for generations and is particularly relevant for the comfort and value it offers in the current economic environment. As consumers reach for what is America’s favorite sandwich, we continue to offer both traditional and new alternatives."  

Here's how I rewrote the paragraph using sentence fragments:"The PB&J. America's favorite sandwich. And a staple on family tables for generations. In today’s economic climate, it’s more than just a comfort food; it’s also a good value. And as consumers reach for more, Smucker’s continues to offer both traditional and new alternatives."

There's something else going on here: the principle of three's. More on that later.

Dear Freelance Copywriter is brought to you by Robert Roth---expert Atlanta freelance copywriter. http://www.rothcopy.com