+972-52-8710337 druttman@futureweb.ws

Is a good copywriter every really satisfied with his or her work? I guess not. The creative work involved with content  demands constant attention to detail and, above all, the question: “Is this really what the readers want to know about”?

Being detached – One important point is the Power of Detachment – the ability to look at your own work as if you were somebody else. For this to happen, you need to put aside your ‘creation’ for a few days so that you can review it with fresh eyes.

Is the logical order right? Is there a good connection and flow between one thought and the next? Are you being too technical? Will people understand? Is the main argument supported well enough and does the headline reflect this? There are many questions to ask along the way  as you strive to achieve a strong piece of written communication…

Make it simpler – Another point is to simply cut down the volume of texts. I think it’s good for non-technical people to be asked to explain technical subjects. One of the problems in our advanced society is assuming that the audience already understands the basics, so that one can move on…

Break down a process into its most basic components and you start to understand how the pieces fit together again. Your client or boss may think you’re being slow, but this can be an excellent way to achieve clarity of expression and blow away the fog of half-understanding.

Self-doubt and self-criticism (in reasonable measure) are essential factors of good copywriting. The moment when writers feel that they have really “got it” is probably the moment when they start to lose it!