The Seven Cs of Copywriting

By Kathy Smith

Mark Twain said, “Writing is easy. All you have to do is cross out the wrong words.” Writing well, though, is another matter–and in business communications, quality writing is critical.

Punctuation errors, spelling mistakes and flawed grammar create a poor company image. Yet they appear frequently in business correspondence, direct mail, printed advertisements, and even web site content. A single word can reduce a marketing message to folly. Or it can convert ineffective verbiage into compelling communications.

How does your writing rate? Select a sample of your business writing, and then ask yourself:

Is it Clear?

Countless companies muddle their messages with complex themes. Often, these produce unintended results. For example, a popular breakfast cereal is being advertised with this obscure line: “For once, your dog will be the one who wants to go home first.” At least, I thought it was cereal. Maybe it’s dog food.

Is it Concise?

The more that’s written, the less that’s read. And even less is remembered. Whittle away at your copy until it’s succinct. Banish extraneous words to the dictionary; they’ll await you there for some future use.

Is it Correct?

A local contractor is circulating flyers that contain one dozen grammar and punctuation errors. Sloppy copy raises this question: If the writing is careless, what about the service?

Check phone and fax numbers, addresses, pricing and other figures for accuracy. And proofread each word carefully. Spell check won’t save you, if you leave the L out of “public.”

Is it Complete?

I received a business card from a local company whose name is nondescript and whose number I will never call. That’s because there isn’t a clue as to who they are, what they sell, or what they do. A captivating tagline could eliminate the ambiguity and increase their response rate. Like, “We take the fat out of chocolate.”

Tell your prospects whatever they need to know in order to do business with you. Then add whatever it takes for them to want to.

Is it Creative?

The average consumer is exposed to an estimated one million marketing messages each year. To compete for attention, your business communications must be unique and interesting. But they need not be complex.

A superb example comes from the National Dairy Council. Rather than tell you to “Buy Milk,” they ask, “Got Milk?” This clever twist engages the reader, and even raises the implications of not having milk. Like, tomorrow at breakfast. On the dog food.

Is it Credible?

Here’s a dilemma: How can you appear credible when describing how incredible your products or services really are? There are several effective methods. You can name your clients, use endorsements, or cite references. Include testimonials, list your credentials, or offer no-risk guarantees. State how long you’ve been in business, present sales data, or show examples of your work.

Most important, you should describe your products or services honestly. If you walk on water, explain that it’s frozen at the time.

Is it Compelling?

Although the most compelling word in copywriting is “you,” the most frequently used word in the English language is “I.” If your business writing is filled with first-person pronouns, try replacing them with “you” and “your.” This technique can transform your monologue into a conversation, one that prompts a response.

Remember: Compelling copy is not about you and what you offer; it’s about your customers and what they’ll get. If you sell cameras, market memories.

To convert careless copy into quality text, consider these seven Cs. Rate your writing, then right the wrongs. Or at least cross them out.

© 2007 Wordsmith Creative Copywriting. All rights reserved.