The Pippin A-Z of Copywriting: Relevancy

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in Copywriting

The worst thing for any piece of writing is for it to be boring. Why? Because readers will switch off and stop reading and you won’t have succeeded in getting your point across.

So how do you avoid being boring?

One of the most important tricks is to make sure what you’re writing is relevant to the topic you’re covering.

And how do you avoid doing that?

Here’s an extract from a blog a wrote a little while ago that talks you through writing an article. It gives you the tools you need to stay relevant no matter what you’re writing.

Brainstorm the content

Once you’ve got the subject matter sorted, brainstorm everything you could talk about in relation to it. Don’t worry about filtering information at this stage, just make sure you’ve covered everything.

Organise the content

Once you’ve brainstormed the content, now’s the time to organise and filter it. You need to arrange your points in an order that:

  • coherently cover the subject matter you’re writing about
  • will make sense to a reader who will be reading the article without all the background information about your business, your subject and your particular take on it that you have.

You’re likely to find at this stage that some of your brainstormed ideas won’t have a logical place in the final cut. That’s fine. Leave them out.

Do the maths if you need to

Next you need to do a bit of maths if you’ve got a word count to stick to or space considerations to take into account.

Divide the number of points you want to make by the number of words you’re allowed in the article (don’t forget to allow space for an introduction, a conclusion and some linking text between points). Are the numbers realistic? If yes, great. If not, then there are two things to ask yourself. Are you covering your chosen subject in too much detail? If so, then go back and cut down the number of points you want to make. If you aren’t covering your chosen subject in too much detail then ask yourself if your subject matter is too broad or too complex to be suitable for this length of article. If that’s the case, then it’s time to go back to the drawing board to look at your subject matter.

Write the content

Once you’ve sorted out the subject you want to write about, the points you want to make, the order you want to make them in and the approximate number of words you’ve got for each of them, you’ve basically cracked your article, so it’s time to get writing.

Good luck!

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