Let’s begin by scrapping the misconception that “editing” and “proofreading” are one and the same. There are three stages to the editing process and they are, in order of procedure, as follows:
1] Structural Editing (the big picture edit as performed by a Structural Editor)
2] Copy Editing (the line by line edit as performed by a Copy Editor)
3] Proofreading (picking up any errors missed by the first two edits as performed by a Proofreader)
Like any good communication, properly practiced copywriting employs focus, intention and empathy — three essentials easily overlooked when the mind is wishy-washy and the heart is half-half. The next three pointers are the difference between the forgettable and the memorable.
Not-Greats #6 and #7 continue to thwart many a copywriter’s effort to suspend their audience’s disinterest. So let’s dig in and root out the bad habits of garden variety copywriting.
In the job of copywriting, empathy is all. As you know, solid relationships are made from mutual respect and rapport that leads to trust. In most human encounters, it mostly starts with a conversation for relatedness.
It takes about twenty minutes of walking for the miracle to happen.
And it always happens.
About twenty minutes in (approximately 3,556 steps), the monkey-chatter of my brainwaves (Beta frequencies of 14 – 30 Hz) settle down. Now I am in the Alpha/Theta frequencies of 5 – 10 Hz. There are long enough spaces between my thoughts for light to come through — intuition, insight, clarity.
Your frontal and temporal lobes have a lot to do with great writing. This post explains the how and the why.
The clearer your attitude, the better your writing. Whatever your view/feeling, it’s going to come through your writing and colour your words in a particular shade of tonality.
Whenever you’re looking for an idea, what you’re actually doing is trying to see the invisible. When you see it, you proceed to express it in art and copy. You are making the invisible visible.
Writing clear, concise and compelling copy always begins with clear, precise and insightful thinking. And that beginning is the Communication Brief …
A well prepared Communication Brief pin-points the What to Say so any copywriter can confidently proceed to ideas making. The key proposition needs to be said plain and straight. Do not be tempted by cleverness; we’re not writing the headline yet. That What To Say has to be clear, concise and insightful — like the 10-second elevator pitch, it encapsulates and captivates.
