Better Copy: The Interview is the Key

Written by Neroli Lacey

Most of us spend our days persuading others to buy our service, product or idea. Here is how to create powerful marketing copy to make your job easier: INTERVIEW YOURSELF.

If you hired a writer to createrepparttar copy for you, he/she would likely start by interviewing you. He would ask every question he could think of about your subject and keep probing until he found illuminating answers. You could find a colleague to help in this endeavor. Or, if you are feisty, you can interview yourself.

Write out a series of questions about your subject. (I’ll suggest what kinds of questions below). Then ask your colleague to pose these questions to you and record your answers. Or you can write your own answers down.

The key to interviewing is to keep probing. If an answer doesn’t make sense,say so. “I understand that your clients need to create strategy atrepparttar 108101 corporate level, but I don’t understand how your software is going to help them do this.” If you don’t believe an answer, say so too. Keep asking for further and better particulars until you get answers that interest you and which you believe in.

SOME QUESTIONS TO ASK YOURSELF Here are some high-level questions to ask yourself.

What isrepparttar 108102 business problem? Can you describerepparttar 108103 problem in plain English? How didrepparttar 108104 problem arise? Is it a new problem? Why is it hard to solve? Why hasn’t anyone found a solution to it yet? Does your client know he has this problem? Is he willing to payrepparttar 108105 price in time or money to solve his problem? What is his key concern?

Cleaning Up Your Copy

Written by Neroli Lacey

When you are beginning to write, you gather as much data as you can. You continually add allied thoughts. . You use your right brain,repparttar creative side.

So when you have an idea and your mind says, “not relevant to my core subject,” you ignorerepparttar 108100 doubt. You don’t cross anything out. You behave as magpie.

To polish your copy, you dorepparttar 108101 opposite.Here’s how: shutrepparttar 108102 door and banish distractions. Read your copy v e r y s l o w l y and concentrate.

Better still, readrepparttar 108103 copy out loud s l o w l y. If reading out loud is impractical sayrepparttar 108104 words to yourself soundlessly. The instant you sense “this shouldn’t be here,” cross it out.Trust your first judgement. Trust your first judgement.

What “shouldn’t be here?”. Any material that is superfluous, because you’ve said it before in a different way. Or because it is not central to your main argument.

You should be removing words as well as ideas. You want to communicate in as few words as possible. Shorter is better. Shorter is richer. Shorter is more bang for your reader’s buck. Short sentences are easy to read and understand.

If you are fond of a certain sentence, but you know deep down it is not relevant here’s a tip to help you excise. Create a heading atrepparttar 108105 end of your draft called “overmatter.” Whenever you are not sure whether to cut or leave a sentence, cut and paste it into overmatter.

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