Browsing Category: "shortcuts"
A Simple, Yet Powerful Writing Shortcut
content, shortcuts, web copy, writing January 26th, 2009
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.
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Get Great Copy Shortcut #5
content, shortcuts, swipe file, web copy, writing December 2nd, 2008
I was reading something this morning in preparation for a presentation I’m doing next week and I came across the word “scrounge.”
According to Merriam-Webster, scrounge is “to get as needed by or as if by foraging, scavenging, or borrowing; to search about and turn up something needed from whatever source is available.”
Can you picture it? “Scrounge” is a much more visual word than, say, “look” or even “dig.”
So I’m starting a list of Great Copy Words and scrounge is at the top of that list. (I’m so using it in next week’s presentation, btw.) The next time I’m looking for a not-so-business-as-usual word, I’ll consult my Great Copy Words list.
Start your own and then post some of your favorite descriptives here.
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12 Shortcuts to Get Great Copy
content, effective communication, marketing, shortcuts, writing December 1st, 2008
I’m so excited to share that I’ve put together a dozen of my best writing secrets in a very special report. These 12 techniques are the very same ones I’ve used for over 20 years to write copy for some of the biggest brands in the world, like Wendy’s, HP and Restoration Hardware.
With my 12 Shortcuts to Get Great Copy, you’ll find out how to break writer’s block, jump-start any writing project and inspire the creative process in you — even if you’re a non-writer who needs to write for your job.
And, because I value my blog readers so much, I’m making this $12.95 PDF offer available to you for just $6.95 today through this Friday ONLY. It’s such an early release that I don’t even have a shopping cart page ready to go, so you must contact me to order. Remember, this special offer is available only through Friday, Dec. 5, 2008.
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How writing what you know helps you write what you don’t
content, shortcuts, writing October 27th, 2008
Get Great Copy Shortcut #4
Writers are frequently told to “write what you know.” Okay. Great advice if you’re writing a book, an article or an essay on the topic of your choice. But when you’re a corporate writer, marketer or small- or medium-sized business owner, you’re more likely to be responsible for writing about things far less personal than, say, your passion for cooking, your experience in homeschooling or your advocacy for open adoption.
You can, however, adapt the “write what you know” philosophy. Begin with a brain dump of all that you know about your topic. (I suspect you’ll be surprised at just how much you do know.) Then roughly organize the copy into categories. Next, give each category a subhead. You’ll probably think of an additional category or two for which you have no copy. No problem. Just create the subhead and leave some blank space below for filling in.
For example, if you’re writing a history of your company for your web site, you might begin with how the company was founded, what transitions it has gone through and where it is today. Your subheads might look something like this: The Early Years, The Growing Years, Today and The Future. Or like this: History, Products & Services and Leadership.
At this point, it doesn’t matter what you write, only that you write. By using this Get Great Copy Shortcut, you’ll not only have a solid start on your potential copy, you’ll identify specific knowledge gaps. And only then will you know what you don’t know. And only then can you decide whether to investigate it and include it or leave it out altogether.