As a general rule, most copywriting, and even general business writing, will fall into one of four groups, each with its own type of objective.

The four groups are Persuasive, Instructional, Transactional and Informational.

Whichever group you’re writing for, you will have to consider the style in which you write, otherwise known as the ‘tone of voice’.

In large companies, and sometimes, medium-sized organisations, there is a formal ‘style guide’ which you will have to follow to maintain the ‘tone’ in which the company talks to its various target markets.

Let’s look closer at the four groups, starting with Persuasive writing,

Persuasive Writing or Copywriting

As a professional copywriter, this is the writing category which will involve you the most. Companies need sales. Consequently, the goal of copywriting, whether it’s TV or radio commercials, websites, brochures, direct mail, YouTube videos or digital media, is to increase sales.

Some sales messages may have specific target markets, such as people who go river fishing, while other target markets will be huge, particularly when you’re writing about consumer goods, such as TVs and washing machines.

Usually, persuasive copywriting follows a particular structure known as AIDA.

A for Attention. There must be something that attracts attention which could be a headline or an arresting visual image. It doesn’t really matter how relevant the device is. All it has to do is stop people in their tracks. If people aren’t initially attracted to the communication, the impact of your copywriting will be zero

I for interest. Your copywriting must generate interest in the product or service by talking about key benefits, ideally in the headline, or the first few seconds of a video (where of course any narration can be backed up by on-screen words and graphics).

D for Desire. This is the moment when you’ve explained and enthused enough, and the reader or viewer starts to realise that this product or service will be good for them. They want it. They desire it. They are ready for the next step.

A for action. A good copywriter will end the communication with a strong Call-to-Action. You need your potential customer to act, and act now! The action might involve visiting a website, making a phone call, or sending an order. You could reward the customer with a free incentive, for taking the action you want. For example, ‘Buy before March and get three years’ free maintenance’.

In future blogs, I’ll show how the AIDA approach can be adapted for different types of communication, including websites, press releases, proposals, direct mail and print advertising.

Instructional Writing (this may involve copywriting)

This type of business writing provides your target audience with information, usually to help them complete a specific task.

Instructional writing lays out a step-by step process that, ideally, must be understandable at the first read, or if it’s an instructional video at first viewing.

Here are some rules I use when copywriting instructions.

  • Lay out an overview of what the instructions are going to tell the reader.
  • Deal with all actions in chronological order
  • Write each instruction starting with the first action and finishing with the last action.

Bad example

From iMovie: Select the ‘Files’ option after clicking ‘Share Project’ in the ‘Projects’ tab.

These instructions are written back to front.

Good example

It’s clearer to write:

‘Click on the ‘Projects’ tab. This will produce a drop-down menu. Select ‘Share Project’ from the drop-down menu. This will produce another drop-down menu, from which you should select ‘Files’.

More instructional copywriting tips

  • Keep each action separate. Don’t combine two different actions in one sentence.
  • Don’t use short-cuts. Remember, these are instructions. You want to make them easy to follow. Don’t be frightened of using full descriptions of the actions required.
  • Never skip the early stages, because you think that everyone should know them. If you do, you could be presenting a brick wall to readers who have little experience of the topic.
  • As you move through the instructions, use signpost sentences to let the reader know that one section has ended and another section is beginning. For example, ‘So, that explains how the lathe works, now lets look at the safety features’.
  • Consider grouping similar information together. For example, have a section on safety, rather than commenting on safety throughout.
  • Always explain acronyms the first time they appear. Some people may not have heard of them. For example, you should write, ‘You must contact the Child Protective Services (CPS) if you have suspicions’. After that first mention, you can use the acronym freely. For example, ‘The Police and CPS will work together on the case’.
  • If you give an object a name, stick with that name throughout. I’ve had copywriting projects where I had to incorporate material from a government (EU) document where the same service had six different names which were rotated at random throughout the document.

Examples

One of big culprits of multiple naming is Macintosh. Yes I know they’re brilliant etc etc.

Versions of Mac are referred to in two ways – one a name and one a number.

For example,
• Mountain Lion and OS X 10.7
• El Capitan and OS X 10.11

Frequently, people writing about Macs use one or the other. Name or number whatever takes their fancy! It’s confusing and unnecessary.

It’s the same with Mac keyboard names and markings.

‘⌘’ is the Command key. In written instructions, it can be referred to as ‘⌘’. sometimes ‘Command’ but only the ‘⌘’ is printed on the key. It can also be referred to as ‘the apple key’ because an apple logo is printed on the key as well.

 ‘^’ is the Control key but the symbol is not printed the key. However, ‘ctrl’ is printed on the key.

 The key with an ‘⌥’ symbol is known as the Option key. The word ‘Option’ is not printed on the key, but the letters ‘alt’ are.

Rant over. I rest my case, with a heavy heart as I only use Apple computers.

Informational Writing

A great deal of business writing is  produced for record or reference.

Accurate, clear and consistent Informational Writing is essential if a business is to run smoothly and profitably.

Recording business information  is important for gauging the success of projects, logging safety incidents, providing information on which future plans can be made, complying with contractual and legal obligations and acting as a general archive of business activity.

Other examples of Informational Writing includes minutes of meetings and financial reports.

Transactional Writing

This is a huge topic, but one that copywriters rarely get involved in. Transactional writing includes every type of day-to-day business communication – both internal and external.

Transactional writing includes emails, memos, invoices, appointment and dismissal notices, and other forms of official communication.

In today’s business, email plays a leading role, offering virtually instant communication.

However, particularly in large businesses, email overload can be a serious problem. For example, people copy emails to staff who aren’t really involved, or send emails out of normal working hours.

Research has shown that high email loads can result in low productivity and stress.

These problems can be overcome with training, and there is a wide range of solutions available.

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