Imagine Your Audience
When you write copy for a brand or for yourself, you must put the reader first. You should strive for: clarity, concision, and creativity.
Clarity: Do not confuse your reader. Try not to sacrifice the clarity of your message for clever wordplay. It’s better to be boring but clear than interesting and hard to read.
Concision: Write copy suited to the space it appears. When you are coming up with captions for social media posts, less is more. The challenge is: how quickly can you get to the point?
Creativity: With a clear and concise message how mouthwatering can your writing be? The goal is to stimulate the reader’s senses, to instigate their imagination, and to incite their desire to do something.
- Imagine a consumer’s experience with your product or service. What is it like to use your brand? Write a short paragraph painting the picture of someone using your business for the first time.
- Describe the three most essential features of a product or service and explain the potential benefits.
- Demonstrate your understanding of the problem that your business solves. What pain points can you address in a short paragraph?
Examples:
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