A good branding agency relies on a great team of copywriters with reliable copywriting guidelines. Whether it’s concerning your social media posts or the words to be printed on your packaging: you need good copy!
For those wondering about the ingredients that go into a good batch of copy, or for those looking for some guidance for their own writing, allow us at Sack Lunch Agency to give you some food for thought.
Here are our good copywriting guidelines.
A good copywriter should not only know what they’re writing about, but also who they’re trying to communicate to and why they’re trying to reach that audience. It’s also helpful to see what competitors are doing.
Research is thus key to successful copywriting guidelines. Just as a good novelist gets lost in their world and a good journalist gets lost in the story, a good copywriter must become engrossed in their subject and know their target audience inside and out. Only after you’ve done thorough research will you know what to write next – which words to choose, what tone to take, how to best capture the reader’s attention, and how best to communicate to them.
Michael Scott’s K.I.S.S. strategy was meant to help aspiring temps land their first major paper sale, it just so happens to be perfect for our purposes, as well. If you make something sound too complicated, it not only makes your audience feel like they’re unable to grasp what you’re trying to say, but it probably means you don’t know your subject well enough to be able to simplify it. So, keep it simple, stupid!
Remember also that simple doesn’t have to mean plain. Use concise, concrete language to clearly communicate the subject and drive the main point home in a few keywords or phrases, and your taglines, social media posts and more will hit home and stand out from any other agency.
Have you ever been totally engrossed in a book only to be torn out of the moment by an odd statement or a naked attempt at humor? It’s the worst! As if the writer is going to too desperate a length to entertain you, to sell you on the work.
Most people hate when you’re trying to sell them on something. Think of an over-eager salesperson attacking you from the shadows of a mall kiosk with slogans and discounted rates. To avoid making this type of impression, a branding or social media agency will usually step back from a flashy or distracting style.
So, when writing copy, be careful of the style you’re utilizing. Let the copy speak for itself. Say your point with sincerity and authority, in words right for the brand and the audience, and get out of there. Stick to simple, direct words and phrases that clearly flesh out the brand’s identity. Similarly, avoid hyperbole, slang, atypical spellings, mixed metaphors and other elements that will distract from the subject. Really, just keep it natural! If it doesn’t sound good when it’s spoken out loud, it doesn’t read well either. Every word should be necessary and telling.
With the above in mind, you might be confused as to how to establish a brand identity that’s just right for the assignment at hand – why not let the style speak for the brand? This is where tone comes in. Tone is ultimately a result of the words you choose and the order you put them in. Are you trying to be playful or serious? How will your audience perceive it? Is it appropriate to use one big word or break up the meaning into several shorter words? Choosing just the right words is vital to the tone of your copy, which will determine how successful the subject is communicated to your audience.
This sounds simple, but it’s an area that even good writers frequently fail to do. It’s the key to great writing and the hallmark of a great copywriter.
Clients will often make a request to change what you’ve already written and will appreciate a bit of workshopping. As such, you must be able to rewrite based on your own edits and those of others. And remember, there’s no one right answer, no one perfect way to say anything: a single piece can be beautifully written in countless different ways. That’s why branding agencies will sometimes present several options to clients after several rounds of editing.
So, revisit your piece often, and try new things. Don’t be afraid to give multiple drafts of the same assignment, or even scrap your work to start fresh. You can even try bouncing it off someone a trusted colleague to see what they think of it.
Two of perhaps the most important resources for any copywriter? “The Elements of Style” and “The Associated Press Stylebook.” The former was likely the subject of many a boring lecture from your English classes – a pocket-sized guide to good writing. The latter, however, is probably unfamiliar to you. The AP Stylebook evolved into a sprawling reference guide over the past century, updated every few years, detailing everything from comma usage to common spellings of proper nouns. This style guide promotes rules for the concise and direct style of writing that is typical of news articles, making it an ideal style guide for copywriting guidelines, as well.
However, anyone who’s ever read the final chapters of “The Elements of Style” knows that the very authors who outlined the rules also endorsed frequently breaking them.
Not all rules are appropriate for all situations. Haven’t you ever noticed how people end sentences with prepositions all the time? Even in print! It’s become common usage even though it’s technically wrong. In fact, it’s so common that it can sound weird to force the correct word construction in some cases. An astute writer will be able to tell when rigidly following the rules sounds bad, when breaking a rule is appropriate, and vice versa. This is a major element of creative writing, and creative marketing.
There’s an old saying that an inspired writer is an inspired reader. Any writer should always keep an open book near their desk, and copywriters are no different. Copywriters should regularly look to other brands – their social media posts, commercials, magazine spreads, etc. – to inform their own writing.
But you don’t have to stick to copywriting for inspiration, and you don’t have to wait for an assignment to practice your form.
Having trouble with good headlines? Read some poetry and try busting out a few lines yourself: the best poets are experts in making a single line say many things at once.
Can’t seem to keep your descriptions concise? Look online for some flash fiction exercises and take a crack at them. Being able to tell a story in 60 words or less requires incredible discipline and is a great way to sharpen your writing skill.
Other surprising mediums to inspire your copywriting guidelines are comic strips, creative nonfiction (such as you might find in publications like “The New Yorker”), and even one-liner comedians. However, you should be able to look anywhere for inspiration and allow yourself to be inspired by anything, as creativity can strike you when you least expect it. That’s why our agency has interesting and stimulating works of art all over the office! And of course, the beautiful scenery of Delray Beach helps us stay inspired as well.
If your looking for the best copywriting agencies in Delray Beach, FL or even in the state of Florida look no further. We have helped some of the largest national brands express themselves through their brand. We can handle all aspects of your branding journey, from brainstorming and ideation, market research, brand research, branding and positioning, all the way to designing branding materials (flyers, brochures, icons, logos, custom video commercials, taglines) in Photoshop and Illustrator. We can help you launch your brand to the world! Let Sack Lunch help you!
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