Anybody familiar with writing copy?

stevemarks44

Hey guys,

So I never post in this forum but needless to say, I'm a writer.

Recently I've been looking into professional work in writing and although I have a portfolio containing a good deal of fiction, I've never written copy.

A few jobs I've been looking into applying to are indeed positions to assist or to write copy, so I was wondering if anyone had any advice, any examples or any experience writing copy, to let me know what I'd need to put together to create a competent portfolio.

Thanks!

Kamar

My advice as someone who writes for a living (though sales copy isn't what I'm doing right now):

Keep your sentences simple, short, and to the point. Make sure you know your grammar perfectly. Don't use passive voice and avoid be verbs as much as possible. Make sure you know how to match your tone to the clients' wishes: enthusiastic, professional, etc.

For sales copy in particular, calls to action that aren't blatant (unless that's what the client wants). You can click this link/check out this number to learn more type things.

And on the social side of things, be professional, be confident. At least until you get a feel for the client.

edit:Forgot one. Asking questions you know the answer to, lawyer-style. Remind the reader of their problem before explaining how the product can solve it.

Om Nom on Souls

I'm actually in journalism school at the moment, and from what my profs have been telling me and what I've found to produce good results is pretty much everything Kamar said. A golden rule I came up with for myself is "just enough is exactly enough." Find the shortest yet most understandable way to say what you're saying, and that's the best way.

One thing I'd disagree with Kamar about: I know if you're writing journalistic copy (you didn't really specify) rhetorical questions are a bit of a no no as far as I've been told, and I tend to agree with my profs on this one; it's probably the easiest hook you could come up with, and with a little more digging, you can usually find a better one. This obviously wouldn't really apply in advertising copy, as you want to present a customer with the exact problem that you have the solution to.

Other than that, one thing that really helped me this year was don't set up the significant part of a sentence before describing its significance (that probably made no sense). An example can be found in a story I did this year about a bus pass discount, this is bad: "It seems then that, for at least one more year, students will have to suffer higher costs at the ticket booth" or some BS to that effect, I try not to wear my journalist cap over the summers. Anyways, the better way would be "It seems that students will have to suffer the higher costs for at least one more year," I believe the first sentence is an example of a dependent clause, which is what you want to avoid. Again, that's probably not a perfect example, just one I came up with off the top of my head.

Hope that all helps and if you need clarification on any of it, ask away

Daddy Two-Coats

Well I don't know what industry you're referencing, but for advertising/web copy...

If you're talking about making a portfolio and you have no relevant industry experience, you'll mostly need to do spec work. Spec is basically just making "fake" ads/websites/whatever you're looking at to show that you can do the job effectively. If you're looking for advertising, think about a product you think you can sell with one good line, then either put that on top of a product shot you find or, if you're lucky, have a friend who does graphic design lay it out for you (and then reward them handsomely). For websites, do the same, but expanded. Just make a screenshot of a website full of your own original copy. Make sure the items in your portfolio show a wide array of skills and knowledge of different products/services/demographics. Do a few print ads, maybe show what a web ad looks like, a billboard, etc.

And as far as the style goes, pretty much what those guys said. Short, simple, to the point. The Copywriter's Handbook is a good book on the subject. A little rigid, but some good ideas.