Copywriting & the power of brevity

What makes good copy? Good copywriting involves getting a point across briefly and effectively. 

Every day we are bombarded with media and information, leading to dwindling attention spans; that’s why good copywriting has to be short and concise.

How can I achieve copywriting brevity?

  1. Spend more time editing than writing: Global leaders in communications training, McLuhan and Davies, found that effective writers spend:
  • 40% of their time planning
  • 25% of their time writing
  • 35% of their time revising

Less effective writers spend:

  • 20% planning
  • 60% writing
  • 20% revising

2. Make a plan: Don’t start writing without a plan. Make sure you know your target audience before you start the research process. Then locate the relevant resources for your material. 

3. Organise information by importance: Once you have your resources and information, think about the key points you want to convey to the reader. Make sure your points are part of a heirachy; start with the most important ones and proceed from there. 

4. Structure your copy: Use bullet points, headings, and subheadings. These make it easier to skim your article and they help present your ideas in an attractive and orderly manner. 

5. Use simple language: Good copywriting requires using simple language that’s easy to understand when explaining difficult concepts. 

In a noisy world, the best copy is that which educates an audience in a way that the mind finds easy to digest. Brevity is making sure every word counts.