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1 - Are you being boring? Or does your writing pack a punch?

Here’s a question: when was the last time a piece of business writing – whether copy on a website, an advertising campaign or a press release – really grabbed your attention?
There are some great examples of those kinds of writing and more out there. But equally, it’s also very easy to turn your readers off in a few lines (words, even) and make them snore.
So, what’s the secret of great writing? In a nutshell – don’t be boring!

A professional copywriter will always find ways of engaging customers, staff members, the media or whoever their audience is. One of the worse marketing crimes is when some of your communication goes unnoticed and uncommented on. That means your creative efforts have been wasted.
 But don’t despair; here are five tips to packing your copy with punch:

1. Be more interesting! Not as easy as it first sounds, as you may think what your company does doesn’t sound remotely interesting to the wider world. Well, there is always a way of making it so. You manufacture paperclips? Why not add a fun fact-file about paperclips into your copy. For example, how many paperclips would it take to stretch from the Earth to the Moon? Or what is the most unusual use a paperclip has been put to? The possibilities are endless.

2. Be succinct. Particularly when writing for the web. The advice is: write your article as briefly as possible. Then cut out half of the words left. Readers are put off by too much text. And readers don't read text on websites the same way that they do in printed formats. Online, time is precious.

3. Think visually. Work with a good graphic designer. Whether for digital or print, great imagery and imaginative visual concepts will work wonders in getting your point across persuasively. The copywriter should help generate these ideas, too. Did the phrase “pack a punch” above spark any visual ideas in your mind?

4. Think like your customers. It’s all too easy to get wrapped up in your organisation’s own achievements and internal narrative. Yes, you’re proud that your company was founded 137 years ago and you have eight directors on your board. But what does that tell your customer – someone whose interest is likely to be fleeting at best? So, be harsh and apply what journalists call the “so what?” test on key statements in your copy. When presented with the latest gushing news release, editors and journalist will ask themselves if this is newsworthy. Is it really an interesting and unusual achievement and worthy of their readers’ or listeners’ attention?

5. Put yourself in your readers’ shoes. Who is your audience? Think of your customer as a real individual with a personality; likes and dislikes; a job; children (perhaps) and a mortgage. Of course you’re aware they have these things. But try building up a profile of a typical customer or a range of customers. What would grab them and spark their interest? What words or images would turn them off – or bore them? Give your fictional customer a name if it helps. And cut to the chase in your writing. That way they will be interested, certainly wide awake – and even hungry to hear more from you.

Andrew Bennett

Associate at SindyB Communications Ltd and a freelance copywriter at Bennettwords

2 - Making every word count
In the face of social media, where the selfie is king and queen, and where the common currency for likes and reposts is images, videos and gifs, it is easy to assume that words are now yesterday's news.
But actually it is the other way around - the crowded, image-led market place means that now more than ever, every word you use needs to count.
To make your words just impactful as your images, remember that the right word can also be worth a thousand words, to coin a phrase. It is not about how many words, or how quickly you can fill a space. Chosen well, a single word can powerfully convey everything you want to say. 20 years ago the single word, "Mummy" handwritten on an envelope attached to a pure white wreath, atop a lead-lined coffin conveyed everything about the unbearable grief of two young boys tragically bidding their farewells to a much loved princess. On the same subject, the carefully chosen, but spontaneously composed eulogy from Earl Spencer cut through all of the millions of newspaper columns and wall-to-wall broadcast coverage to strike a chord with the mourners.  They applauded his words and his sentiments in an unprecedented show of support. Applauding at funerals is not something the British were given to do.
As PR professionals it is as easy to focus on the number, as well as the appropriateness of the words. Borrowing from our colleagues in advertising and marketing, the most memorable communications are usually the shortest. OK, OK for those old enough to remember, "lip smacking, thirst quenching....." there is a place for a whole load of words and no punctuation. But the same generation of advertising gave us "go to work on an egg" and "tell Sid". Now it's "just do it" and "think different".
Even in the social media whirl, finding just the right words whether it's using no more than 140 characters, or just five letters, is still guaranteed to have impact and longevity. Simples.

3 - It's only words

Moliere said that it is the great ambition of women to inspire love. In our experience, it's the great ambition of everyone who believes they may have a book in them to be inspired.

Inspiration can be given a helping hand by taking a few practical steps - the first and most obvious one of which is, if you want to be a writer, first be a reader. There is no better preparation for putting pen to paper, than to read and learn from all those who have gone there before you. Whether it's a clever marketing line, a compelling news story or a first novel, knowing what grabs the attention and what "sells" always helps. This doesn't mean imitating or repeating what's already out there. It means know your market, know your audience, know that you have something unique to offer them.

The next steps are try, try again and don't stop trying. To be a writer you have to write. Anywhere, any place, any time write something down. The only solution to a blank piece of paper is to put something on it. Putting down your thoughts and ideas starts the process. they don't have to be beautifully organised, perfectly formed or even proper sentences at first.

And finally even the best writers need an editor. And that's where we come in. Sindy B can work with you to get your words to be the most compelling, the most compelling and the most effective for your business.