Too often, it happens that guidelines for copywriting are buried deep in the brand guidelines and given only a few paragraphs generally relating to the treatment of the brand’s name and products in content. This is good information, but it doesn’t help the people who talk and write about the brand every day — internally or externally — understand how to bring it to life in words.
In some cases, it’s not that the organization hasn’t thought through its copy tone, it’s just that no one has taken the time to communicate those thoughts broadly.
As Rob Mitchell posits in an article on Brandchannel.com, it’s possible copywriting is generally overlooked because all of us use words on a regular basis — we speak, write e-mails and publish reports — and feel fairly confident with the medium, while designing is viewed as a highly specialized skill.
Yet, as Mitchell points out, poor writing and inconsistent use of voice and messaging can undermine a brand as surely as misuse of the logo. “If a company’s staff doesn’t speak, write or behave in line with what the customer has been led to expect,” Mitchell writes, ” then he will feel let down.”
Let down and possibly confused. Conversely, consistently good copy is critical to an audience’s ability to recognize a brand in the marketplace.
The challenge, when there are a large numbers of potential writers involved, is teaching staff and consultants to not only recognize when the copy tone is on brand, but also to create copy that represents the strengths of the brand and resonates with its audiences.
And that’s where guidelines are helpful. In the end, copywriting guidelines create efficiencies and protect the brand, but they also free the writer up to be more creative. In a way, working within guidelines is almost like writing to a stringent poetry form: Rather than trying to redefine the audience, messages and tone, writers can focus on using the existing parameters to create the most engaging, relevant and effective copy possible.
Here are a few additions an organization should consider making to its guidelines to foster more consistent and engaging copywriting.
Writing well
Guidelines should include a brief section on writing well; the basics of business writing, such as:
- Avoid over-using big words, complex sentences, clutter, jargon and the passive voice
- Strive for honesty, clarity and simplicity — less is more
In his article, Mitchell talks a lot about how, in the absence of guidelines or a real understanding of a brand, writers will fall back on jargon — meaningless phrases that, while comforting in their familiarity to some, may alienate others outside the “lingo.”
I would add that jargon can also clutter up your messaging, leaving audiences with a muddled perspective on your brand.
If possible, include examples of good and bad writing in your copywriting guidelines, e.g. using a long word where a short one will do — as in “numerous” vs. “many” — or the passive voice: Files will be organized vs. James will organize the files.
Core audiences
Defining your core audience with as much specific information as possible helps writers understand who they are talking to and craft messages and tone appropriately.
For example, it is immensely helpful to know the audience’s pain points, enthusiasms, sales cycles and how they interact with the product, etc.
Copy tone
Copy tone is complex.
On the one hand, it refers literally to the manner of expression: Confident and informed, warm and inviting, serious and reserved, enthusiastic and urgent, witty and informal. The tone of your copy should, of course, resonate with your core audiences.
On the other hand, copy tone can also refer to personality.
Capturing the personality of your brand in writing can mean expression, vocabulary, rhythm and punctuation — and it can be great fun. Unfortunately, copy that takes on too strong a personality risks offending elements of your audience; one reader’s witty is another’s snotty.
Capturing that fine line is tricky. If the goal of the guidelines is to simplify writing for anyone — consultants and the folks in your organization — it’s probably best to focus on tone (expression) and audience.
Again, the best way to communicate your brand’s tone of voice within the guidelines is through examples:
Hot!Hot!Hot! vs. Limited time offer
Key messages
Key messages are the most important aspects of the brand’s product offering and services summarized in a concise phrase or sentence. They communicate what differentiates your brand, what you want the consumer to remember.
In the brand guidelines, key messages help copywriters, and designers, understand the communication priorities of the brand so that they can write about it comfortably and honestly — to Mitchell’s point, there’s no need for jargon. They also ensure that writers consistently communicate the brand’s strengths to your core audiences, which in turn helps build audience recognition and opinion.
Key messages should not necessarily be pulled directly from the guidelines, but used as a basis for all communications — how the actual words are crafted will vary from tactic to tactic, audience to audience.
Like
