Different types of headlines in copywriting

Posted by on Jul 3, 2012 in Copywriting |

Headlines are often considered to be one of the most important aspects of copywriting. Headlines are the first thing a reader will see and can therefore make or break the reader’s impression of the article and strongly influences their decision to continue reading the article or not. More than simply grabbing the reader’s attention, a great headline can communicate the whole message of the article in a five-word sentence! As a copywriter it is important that you are aware of the different types of headlines being used and what their strategic advantages are: Direct Headline: these headlines shun any type of cleverness or figures of speech to go straight to the heart of the issue. These are often best used for selling propositions, such as “25% off ladies’ perfumes” or “Clearance Sale – everything must go!” Indirect Headline: these headlines may be used in copywriting to take a more subtle approach. While the heading may not make the content of the article clear, it uses curiosity to grab the attention of the reader by asking a question, which the body of the article will then answer. Often puns or double meanings are used to employ humour. How-to Headline: this is one of the most basic and most used headlines. It is simple and straightforward and catches readers’ attention by clearly stating what the intention of the article is. Some examples might be “How to choose the right light bulb” or “How to save money on your water bill”. Question headline: this headline is used to do much more than simply ask a question. Rather a copywriter uses such a headline to ask a question which the reader will empathise with or would want to see answered. Examples include “Do you suffer from road rage?” or “Who wants to get rich quickly?” Reason-why Headline: this headline is used often used when the body of an article contains a list of features or tips of a product, or a comparison, which is then incorporated into the headline. Examples of this headline are “10 reasons to switch from petrol to diesel” or “100 reasons why open source software is better than Microsoft”. These are just a few examples of the most popular types of headlines used by copywriters. Bear in mind that because the headline of the article is so important, you should always choose your headline very carefully. Need help with your copywriting? Contact WSI OMS. Please follow and like...

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How to sub edit and proofread your own work

Posted by on May 24, 2012 in Copywriting |

Everyone makes mistakes, but as a copywriter – you’re expected to provide 100% error free work. While typos and small grammar errors aren’t the end of the world, there are a few steps you can take to try and minimise the number of errors in your copy. Whether you’re a copywriter, sub editor, journalist or top selling author, never assume that your first draft is perfect. Spellcheck “Spellcheck” is probably the most common tool for picking up spelling errors and simple sentence structure and tense errors. It only takes a few seconds to run spellcheck, but it’s amazing how many writers still forget to do this before they submit their articles or blog posts. It is pretty accurate but it can still let a word go by that is spelled correctly, just not the correct one for the job, so spellcheck can’t be the beginning and end of your proofreading exercise. Relying on spellcheck to make you a better writer is like relying on the Outsurance pointsmen to make you a better driver – it just won’t work. Polishmywriting.com There are some nifty proofreading programs on the internet for writers. Polishmywriting.com is one of these tools. Is a free application that allows you to enter a block of content and with one click comes up with a highlight over a suspicious word with suggestions. You get what you pay for, however, so for an excellent proofreading program, a monthly subscription is necessary.  One of the best is White Smoke, which has ability to proofread writing, translate and act as a dictionary.  A writer’s wonderful companion, it will give you a score of your spelling, grammar and style.  White Smoke will keep track of sentence length, structure, redundancies, word count and give you reports. Need help with your proofreading or copywriting? Contact WSI OMS now! Please follow and like...

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Copywriting plays a huge part in creating an effective brand personality

Posted by on Sep 14, 2011 in Copywriting |

Creating a brand personality goes beyond just marketing a product or service and it gets more complicated when deciding which words best bring that personality to life. Your brand personality is essentially an extension of oneself or business. Creating the right personality for your brand is important when you consider that it’s a form of communication. The statement then stands as, “It’s about what you say and how you say it.” Now would be the time to get in a good copywriter. A good copywriter understands that there is little difference between web copywriting and brand copywriting. With both web and brand copy, the aim is to get people to buy something; whether it’s a product, service or idea. A good copywriter is able to interpret your brand personality into brand copy that even ‘Joe Soap’ can understand. Good copywriters are also able to write different brand copy for different media as the requirements are different for each (i.e. print media is different to online). Tips for writing in a different voice for your brand Choosing a voice for your brand is as important and goes hand in hand with your brand personality and brand copy. Here are a few copywriting tips when deciding on your brand’s voice: Choose a unique and original voice: It’s always easier to write in an original voice than trying to write in someone else’s voice and it makes you sound more sincere. Your voice should reflect your brand: Writing in a serious voice when your brand personality is fun and energetic doesn’t work and is not a good idea.  Keep your voice consistent: Try and write all your posts in the same tone whether you are writing a serious post or a humorous one. Integrating: Writing in the same voice also applies to writing for different types of media – whether it’s a case study on a website or a printed brochure – so try to keep it consistent. Please follow and like...

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Copywriting plays a huge part in creating an effective brand personality

Posted by on Aug 31, 2011 in Copywriting |

Creating a brand personality goes beyond just marketing a product or service and it gets more complicated when deciding which words best bring that personality to life. Your brand personality is essentially an extension of oneself or business. Creating the right personality for your brand is important when you consider that it’s a form of communication. The statement then stands as, “It’s about what you say and how you say it.” Now would be the time to get in a good copywriter. A good copywriter understands that there is little difference between web copywriting and brand copywriting. With both web and brand copy, the aim is to get people to buy something; whether it’s a product, service or idea. A good copywriter is able to interpret your brand personality into brand copy that even ‘Joe Soap’ can understand. Good copywriters are also able to write different brand copy for different media as the requirements are different for each (i.e. print media is different to online). Tips for writing in a different voice for your brand Choosing a voice for your brand is as important and goes hand in hand with your brand personality and brand copy. Here are a few copywriting tips when deciding on your brand’s voice: Choose a unique and original voice: It’s always easier to write in an original voice than trying to write in someone else’s voice and it makes you sound more sincere. Your voice should reflect your brand: Writing in a serious voice when your brand personality is fun and energetic doesn’t work and is not a good idea. Keep your voice consistent: Try and write all your posts in the same tone whether you are writing a serious post or a humorous one. Integrating: Writing in the same voice also applies to writing for different types of media – whether it’s a case study on a website or a printed brochure – so try to keep it consistent. Please follow and like...

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Why the tone of your articles need to be informal and approachable

Posted by on Aug 25, 2011 in Copywriting |

An important thing to remember is that blog writing or website content is different to writing for a magazine or a newspaper. Blogging is a relatively new phenomenon in the world of web copywriting, as such there is no definite blog copywriting style. The goal of keeping a blog is to share information with other people. This however, can only be achieved if they are reading what you produce. Writing in an informal and casual tone is less intimidating to your readers and ensures that they will be keen to visit your blog again to see what other topics you are writing about. Tips to make your blog posts easier to read There is no exact formula for writing the perfect blog post. However, here are a few copywriting tips to make your blog posts more informal and approachable Write about what you are interested in: This is the most important part of blogging. If you are passionate about a subject it will be reflected in your writing and this will draw more people to your blog Edit your blog posts: Blogging is not about writing long essays. Make sure your posts are concise and not overcrowded with pointless information. Don’t use tired clichés: Come up with new and original ways of saying things, in place of worn out clichés. Spell check: Always do a spell check before publishing a post, and beware of homophones – a spell check won’t pick this up. Create descriptive headlines: Well thought out and creative headlines are important to grab peoples’ attention. Partnered with effective sub-headings makes it easier for people to read and navigate your blog. These are a just a few copywriting tips to help you create a successful blog – the most important tip is to get started! After a few attempts, you will notice that blogging will continue to become easier each week.   Please follow and like...

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