The time has finally come. It’s time to create some content for your company’s website.
You sit down at your computer, bang your head against the keyboard, pour a steaming cup of coffee, and meander to the fridge a time or two for good measure.
Despite the constant activity, words have yet to appear on screen. Your mind might feel like the colorful, ever-spinning Mac wheel…turning over and over desperately trying to process information. Yet… nothing.
Finally, you roll away from your desk with a mighty push.
You may feel unqualified to write marketing copy for your business. But, let me assure you-yes you!-can craft quality marketing pieces! Here are three steps to get you started.
The primary way to develop your marketing chops is to read, read, read. From books to the blogs, there is no end to quality marketing resources – make use of them!
As you begin, spend twice as much time reading as you do creating.
The resources listed below are your ticket on the “marketing guru express”.
Don’t wait for the mythical moment you “feel like a writer.” As a professional writer, I can assure you, that moment will never come.
Inspiration will only come as you sit down to your keyboard and type away. Even if the copy doesn’t feel inspired at the time, that’s ok. That’s what edits and revisions are for! The best content comes after many, many revisions.
Begin by crafting an outline. Think of what you want to say, then craft 3-4 main points for your copy.
Set a timer. Give your writing your full attention for 45 minutes, write your heart out, then stop. Writing is best done in uninterrupted blocks. Pour a cup of joe from your French Press, set your phone ringer to silent, turn up that easy listening station, and write.
One more thing to know about this process – as you write turn off your internal editor. Don’t stop to check for grammatical or spelling errors. Do NOT pause to be sure “everything makes sense”. Even if you think the entire thing is as appealing as the chicken carcass discarded from last night’s dinner, do not review or edit while you write.
Allow yourself to get into “writing flow” and just write. Once you’ve finished your writing session, edit to your heart’s content. But, nothing kills writing productivity like your inner editor.
No matter how much you enjoy the process of writing, there will come a time when you’re stuck, you run out of ideas, or, you’re burnt out and all everything you create is pure swill.
This is the time, to quote John Lennon, to “get by with a little help from your friends.”
Often, seeking someone else to proof and review your work can revitalize your writing. A great copy editor is indispensable. They will not only let grammatical errors slip through the cracks, but they will also take your writing from decent to delightful.
Even professional writers use editors, and their masterpieces are chopped many, many times before they go to print. There is no shame in having “extra eyes” on your work!
You can’t expect to become a content cranking machine overnight. But, with a bit of research, bottomless refills at your regular coffee shop, and good ‘ole fashioned “elbow grease” you can develop a knack for crafting copy that packs a punch.
What is your biggest challenge when it comes to crafting quality copy? Share below!