Tag Archives: web copy

A copywriter should only explain one idea for each story
If your copywriter has an ambiguous brief, they won’t be able to write your story properly. Only have one idea per message Photo by Sharon McCutcheon on Unsplash

The worst possible brief for the lucky person who has the task of putting your messages down in words, is ambiguity.

Trying to nail the first story, or 1001st, but not being clear what the one key idea is you’re trying to say is dead-on-arrival stuff for a writer.By being clear what it is you’re wanting to achieve through a message such as:

  • Web copy
  • Blog
  • Social media

You have a much greater chance of someone being able to write something memorable.

Your copywriter(s) should be able to illustrate your single point with examples, mini case studies, a quote or two from satisfied customers, or simply a good yarn.

But this is only possible with a clear brief which attempts to achieve one, and only one objective. For that your copywriter will give you a big thanks.

Now, it may indeed be that you have multiple points to make. If you’re writing a white paper which is expected to be lengthy, that’s fine.

But for shorter form stories, make each of these points a separate story.

Not only will you be doing your copywriter a favour…you’ll be doing yourself one.

A copywriter should only explain one idea for each story
If your copywriter has an ambiguous brief, they won’t be able to write your story properly. Only have one idea per message Photo by Sharon McCutcheon on Unsplash

The worst possible brief for the lucky person who has the task of putting your messages down in words, is ambiguity.

Trying to nail the first story, or 1001st, but not being clear what the one key idea is you’re trying to say is dead-on-arrival stuff for a writer.By being clear what it is you’re wanting to achieve through a message such as:

  • Web copy
  • Blog
  • Social media

You have a much greater chance of someone being able to write something memorable.

Your copywriter(s) should be able to illustrate your single point with examples, mini case studies, a quote or two from satisfied customers, or simply a good yarn.

But this is only possible with a clear brief which attempts to achieve one, and only one objective. For that your copywriter will give you a big thanks.

Now, it may indeed be that you have multiple points to make. If you’re writing a white paper which is expected to be lengthy, that’s fine.

But for shorter form stories, make each of these points a separate story.

Not only will you be doing your copywriter a favour…you’ll be doing yourself one.

You might think there would be a degree of angst in blog ghostwriting – creating original social media content in helping business people tell their stories.

After all, the egos of many writers are attached to seeing their own names in print.

But, in my case anyway, it is the opposite.

Blog ghostwriting is the art of translating disparate ideas into a thoughtful story

Blog ghostwriting, on behalf of someone else allows everyone to win – the client, the reader (and potential customer) and me.

The ‘art’ of translation

Now, putting another person’s idea, in their own words and language is both tricky and rewarding.

Particularly if someone is trying to tell a story that has a technical bent, then simplifying without losing meaning can be a challenge.

However, ultimately I’m articulating someone else’s thinking.

The story is their’s – I am merely its translator.

(In that regard, ask yourself the question, do you ever see a translator’s name mentioned in the credits?)

Why I enjoy being an organisation’s unnamed storyteller (a ghostwriter) is:

  • It helps solve a problem (many companies start off a blog, but find it difficult to maintain)
  • The challenge of simply telling what are often technical stories, is a fantastic one to have
  • It helps me improve my own writing – which benefits both my clients and my own novel writing

At the same time, I’ve seen my name in print enough times that, while the thrill hasn’t gone, it isn’t the same as it was over 25 years ago.

Equally, having interviewed thousands of people over that time, many of them experts in their field – the opportunity for me to learn by tapping into their wisdom is tremendously valuable. The number of times I (mentally) go, ‘that’s a very good point’ while ghostwriting occurs quite often.

Sometimes I almost feel as if I should be paying for picking up such new knowledge.

In those cases in particular, if it is a new point to me, there’s a good chance it will be to a reader as well.