Entering into a new career as a digital copywriter is challenging. You have all the book smarts that you’ve gained from your accredited course. However, you haven’t had the opportunity to practise it in a real-world situation. This is why we asked our very experienced digital copywriter to give you some advice about what she has learned throughout her career so that you can use this as a starting point in your own.
Always have a structure
Just like you won’t get to where you’re going without a map or GPS coordinates you won’t put together the copy that you want to without having an idea of what you want to write and the points that you want to cover.
Always keep an exam pad or a stack of paper handy that you can use to jot down your ideas. It always helps to have a visual representation of what you want to say in front of you as this will ensure that you don’t forget anything.
Have a good knowledge of copywriting principles
Digital copywriting is not that different from traditional copywriting. This is because the goal is the same with both – to convert a passive reader or website surfer into a paying client.
This means that you need to know the anatomy of a great piece of copy and how to replicate this for your other clients. One of the key lessons that copywriting great, Michael Masterson, teaches is that the secret of creating great copy hinges on the big idea. The function of a piece of copy is to tie concepts together that ultimately lead into the nucleus which is the big idea – almost like a spiderweb. The words in a text is the way in which these concepts are tied together.