In this blog post series I consider some of the finer points of copywriting – the little things that make a big difference; the tricks and touches that lift copy and make it more persuasive, better at selling and more likely to create a good impression.

How to write active copy

Great copy is active, not passive. Good copy is about doing things, and the strongest, clearest way to explain an action is to put the actor centre-stage.

Here are some examples of the passive voice getting in the way:

“There are first-class web design skills at Digital Solutions”

“More surfaces can be covered in less time with Whoople Paints”

“We were awarded the FML Award for 2011 by Spoxk Magazine”

Put the actor first, at the focal point of the action, to create sharper sentences. Here are the same sentences in the active voice:

“Digital Solutions offer first-class web design skills”

“Whoople Paints cover more surfaces in less time”

“Spoxk Magazine awarded us the 2011 FML Award”

Active vs passive

Writing in the passive voice isn’t always wrong, but the active voice can make your copy more direct and clear.

Groupon has a distinctive way of communicating. Their copy is often discussed in favourable terms and the business seems to be doing well. However, I think their copy could be better.

Here’s an email I received recently:

My main objection with Groupon’s attempts at humour is that (in addition to being lame) they get in the way of communication. A space that might have told me where the gym is, or what equipment they have, is given over to wordplay. A space that might have told me about the treatments offered by the spa is full of rambling nonsense.

Groupon’s copy is not copy, it’s a surreal dump of teenage wit. To find out the details on those deals you have to click the link and visit the website. But I shouldn’t have to – it could have all been there in my inbox.

Humour is welcome, but it should have some connection to the offer – and it should not take the place of informative content.

When writing copy for businesses, it can be difficult to get everyone to agree on what is ‘right’. As a copywriter, your words may be reviewed by several stakeholders, all with slightly different ideas of how their company communicates.

Copywriters can either muddle on, hoping to assuage multiple stakeholders and get their copy signed off after a bit of a slog, or you can unify your reviewers by getting them to agree a canonical tone of voice for their brand.

Bring together representatives from every department and get them talking about brand language. Get them to share their view of the company’s voice. And then write it all down, and get them to sign it off.

A short workshop can be enough to make everyone feel heard, and can be enough to produce a tone of voice document that everyone can agree to. Once the tone of voice is in black and white, and no longer an ephemeral mish-mash of beliefs, you can get writing. Not only will you encounter less resistance from your reviewers, but you will also have a framework to fall back on, should anyone challenge or question your copy.

Indeed, you’ll no longer be arguing about the tone of voice, though you may find yourself discussing whether your copy is in keeping with the documented brand voice – which is a far easier conversation to have!

When to use brand language or tone of voice workshops

Not every business needs to run a workshop. For small clients and startups it’s often quicker and easier (and cheaper for the client) to decide a tone of voice by simply talking about it.

However, brand language or tone of voice workshops are great for…

Companies that have grown

Many of my clients need help because they’ve grown from a small company doing one thing to a larger company doing several things, and during that growth they lose the ability to clearly explain what they do. Different ideas about the business compete for prominence, and often it’s easier for an external agency to bring some clarity.

Companies with several strong departments

Copy can easily become the battleground for corporate turf wars. Warring factions fight for control of areas of strategic importance (like the home page). Engender a spirit of cooperation and peace by bringing the warmongers together, and getting them to play nice.

If you’re interested to know how a brand language workshop could help your organisation speak with a clear, consistent voice, get in touch!

Web designers love to show off, and they love to share inspiring design. There are many sites that help designers share the good stuff, and I’m jealous!

When I want inspiration as a copywriter, where can I look? When I find fantastic copy, where can I share it?

Nowhere. Or so it seems.

So how about I set up a simple site, give you (as a copywriter) your own login details, and then we can fill the site with great copy!

Let’s spend more time complimenting great copy and less time criticising the bad stuff.

What do you think?

ADDENDENDENDUM: Following such a positive reaction to the idea, I set to work and created drivvel.com – a place to share and discover inspiring copy and content