How to create a copywriting blueprint

Maybe you’re an aspiring copywriter. Perhaps you’ve just received your copywriting qualification, and you want to sharpen your skills. Maybe you’ve landed here totally by accident, but you think like you might want to look into this copywriting thing. Either way, a copywriting blueprint is a super useful resource, used by both agency-based and freelance copywriters. Let’s take a look at what a blueprint is in the context of digital marketing, why we need them, and how to build them for your copywriting activities.

What’s a blueprint?

Seen plans for a house? That’s a blueprint. Built a desk that you bought disassembled? You’ll have used an instruction manual, which is also a blueprint. In essence, a plan is a tried-and-tested method of achieving something; be it building a house, constructing a desk, or writing a killer piece of copy. In the case of copywriting, a service blueprint gives any other copywriter the essential information needed to replicate the service – while adhering to the ‘style guide’ for that type of service. So, where are these blueprints used?

The need for blueprints

Copywriting blueprints are widely used in marketing agencies and company marketing departments. They ensure that styling and formatting rules are carried through the copywriting, regardless of who is employed in a copywriting capacity. Blueprints ensure that the client receives the best quality service, with consistency and an upheld high standard. They’re essentially templates that can be edited, instead of having to format manually as the copywriter goes along. Font sizes and sectional layouts have already been established on the page, which saves copywriters time.

1. Introduction

The first thing you want to do when creating a copywriting blueprint is to introduce it. Why did you decide to make a blueprint for this copy? What is the usual tone of voice for copies like this? Answers to these questions will help other copywriters get into your frame of mind before getting started on the piece. This should be the front page of your blueprint, and it should ideally list stylistic guidelines. For example:

• Underline the CEO’s name throughout
• Capitalise all branded terms and ALL CAPS the word energy
• Currency to always be written as: $ 100.00

2. Framework

Once the introduction is done, you need to establish the framework of your piece. For example, press releases should always feature FOR IMMEDIATE RELEASE somewhere near the start of the piece. Headings, sub-headings, pull-quotes, and paragraphs can all be arranged in the correct order using placeholder characters. These frameworks could alter depending on the piece of copy you’re blueprinting, as well as the specific topic you’re writing about.

3. Placeholders

As mentioned above, placeholders are used when framing your blueprint. If you’re placing your heading onto the document, type “MAIN HEADING #1” and increase the font size a few clicks. You could even make it bold to really emphasise that it’s an important heading. Subheadings can be smaller versions of the main header; something like “Subheading #1” and “Subheading #2.” Paragraphs of text can be complete nonsense, as long as they take up the space on the page. Essentially, you want to blueprint to look like a completed piece – without it being a piece.

Get in touch with the Digital School of Marketing

Are you ready to flex your copywriting muscles, and get qualified in digital marketing before breaking into the industry with your pen and notepad in hand? Check out our Online Copywriting and Content Marketing course! Find something worth investing in on our digital marketing qualifications page.