A simple, yet powerful writing shortcut

Surely you’ve heard of “low-hanging fruit.” Somebody invariably says it in a planning meeting … “What’s the low-hanging fruit?” meaning what opportunity is there to achieve/complete/do something quickly and easily that will have a positive payoff.

I use this same principle when approaching web copy. Working from a site map (and if you’re not using an information architect or IA, you’re nuts, plain and simple), I NEVER start with the home page; rather, I start with the low-hanging fruit.

I’ll write the Contact Us page and the About Us section first. Why? Because they’re usually simple, straightforward and an easy way to get me in the mindset and find the voice and tone of the company or brand. Only after I’ve built some momentum do I tackle other, more challenging pages.

There’s also something encouraging and freeing about checking off three, four or five pages of copy. And every time I share this tip in my workshop, people go nuts.

That’s the beauty of a simple, but powerful solution.

By JanO on 1/26/09, In writing, Tags copywriting, copywriting basics, how-to, information architect, low hanging fruit, momentum, powerful solution, shortcuts, site map, web content, writing