Growing up, it was always my dream to write for a fashion magazine. I was drawn to the energy, vibrancy and creativity that such a gig would bring to my world. While I struggled with anything numbers, the love I’ve had for words and self-expression has been a constant. I wanted to write about beautifully designed things and creative people.
As an eight year old it was a magical experience to win an award for my book The Coloured Carwash and be selected to have my picture in the local paper. I’m still dark that the book was misplaced sometime after, never to be seen again!
While I didn’t move to Sydney to pursue my fashion magazine writing dreams I did end up having a column in a fashion street press magazine along side all things PR, which has led to decades of writing for retailers and designers, their in-store magazines, point-of-sale copy, window copy, new business tenures, corporate bios, website copy – you name it, it’s been written.
One of the things I love most about working in PR is that communication on behalf of clients is at the heart of what we do. Strip everything away (the store openings, the range showings, the product launches, the design, the social media strategies and influencer marketing) and you’re left with words.
Good copy will never go out of fashion. And now that content gatekeepers no longer exist, you can now share your story across a multitude of platforms. But if you’re a little gun-shy on copy and you’re not quite ready to book a PR agency to do it for you;
Here are my four most favourite tips for creating good copy that will help you to share your products and brand story in a compelling way.
Know your people.
Sounds simple really, but it’s funny how many times we spot copy that is talking to aunt Suzy who likes craft in one sentence and cousin Jane who likes to party in the other. Take a moment to get clear on who you’re talking to and stay in your own lane. Make sure your message is received by knowing who your people are. Get clear on your tone-of-voice.
Plan with purpose.
There’s something a wee bit unsettling when you get half way through reading something and you’ve got no idea what you just read or why. It’s the quickest way to lose a fan for good. Achieve cut-through by taking the time to establish your exact message and then say it. That’s it. Simple is best. When we’re all up against a whole bunch of clutter clear communication is the key.
Be a human.
The truth is, most copy out there is repetitive and boring. If you’ve ever received an EDM or catalogue with the words ‘elegant sophistication you know what I mean. Here at raraPR we like to write like actual humans. Believe it. This is the best way to connect with your audience. Personalise what you write and give what you’re saying some context by sharing a story. Don’t be too fancy. Get to the point. Common language is the way to go.
Dig deep and unearth the true value behind how you can provide information or insights that are helpful. Know what you’re trying to sell and who it benefits. Copy that’s helpful establishes trust, authority, builds relationships and helps to get people talking about your brand in the right way. Good copy is good business.
Words by Jade Roberts
raraPR Founder and Director.
raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard.