“You were so preoccupied with whether or not you could, you didn’t stop to think if you should.”
That iconic line from Jurassic Park, spoken by Dr. Ian Malcolm, doesn't just apply to cloning dinosaurs – it's a reminder of the importance of thinking carefully before jumping into something.
In a fast-paced, content-saturated world, you can’t get too preoccupied with whether you could write something. Sometimes it's better to take a step back and ask if you should.
Copywriting isn’t just about what you write. It’s just as much about what you don’t write.
Anyone can write. We all have the basic ability to get our thoughts down on paper. But just because it’s easy to churn out content doesn’t mean it’s working.
Copywriting should serve a purpose. Anything that doesn’t contribute towards achieving your business goals probably isn’t something you should be spending your valuable working hours on.
So, here’s how to be less of a writer and more of a copywriter:
1. Focus on results
Not all writing has a purpose, but copywriting always does. It's about persuading, informing, and prompting action – whether it’s generating sales, sparking engagement, or building brand awareness.
How: Ask yourself if every word works toward achieving specific goals. If not? Cut it.
2. Prioritise clarity and precision
There's no room for confusion in your copy. Copywriters turn complex ideas into clear, compelling messages. They cut through the noise, delivering information in a way that’s easy for anyone to understand and act on.
How: Test your writing on someone unfamiliar with the subject. If they don't understand it, time for a rewrite.
3. Understand your audience
Empathise with your audience. Work out what makes your customers tick, what drives your stakeholders, and how to speak directly to their needs and desires.
How: Don't just start writing. Put together a plan first, writing down who you're trying to reach and what they need from you.
4. Avoid pitfalls
Steer clear of common pitfalls that make writing feel stale or unoriginal. Avoid unnecessary fluff, overused jargon, and tired clichés, as they detract from the message and fail to engage readers.
How: Create a content outline before you write so you can focus on the messages, not the words. Or try an online tool like Cliché Finder to improve existing content.
5. Lean into the power of editing
Great writing isn’t just about the first draft. It’s about refining, trimming, and polishing. This might look like cutting unnecessary words and completing a few rounds of tightening the message for maximum impact.
How: Be bold. Cut anything that doesn't directly add meaning. Try Hemingway Editor to help you spot anything you've missed.
6. Maintain a consistent voice
Whether it's a blog post, a product description, or a social media campaign, ensure that your brand voice remains consistent across every platform. Consistency will build trust and strengthen your brand identity.
How: Make sure your guidelines are clear and that everyone in the organisation follows them. If not, it's time for some training.
7. Be strategic in your storytelling
Storytelling isn’t just for novels. Learn how to tell a compelling story that resonates with your audience, whether it’s a customer success story, a brand narrative, or an internal message that inspires.
How: Forget the marketing hype. Use storytelling structures and techniques where it counts most. Read our blog post for more.
8. Check for errors
Typos and sloppy grammar? Not on a copywriter's watch. Flawless writing is a reflection of your brand and all communications need to be error-free, polished, and professional.
How: Two simple things will solve this. Read it out loud. Spellcheck.
9. Tailor your messages
One message doesn’t fit all. A copywriter knows how to adapt their approach to different audiences – whether it’s customers, investors, or employees – ensuring the message is personalised and impactful.
How: talk their language! That doesn't mean getting down with the kids, it means understanding what your readers care about and using their words in your own content.
10. Consider the long-term impact
Good copywriting pays. Whether it’s creating content that lasts or building a stronger brand presence, it helps you lay the foundation for long-term growth and success.
How: think about the metrics that really count. Sure, a good email open rate might mean a catchy subject line, but it's not a sign of long-term engagement.
The importance of "should"
Back to the Jurassic Park quote. Dr. Malcolm’s warning reminds us that just because we can write, doesn't mean we always should.
Writing needs to drive results, not just fill space.
Focus on your goals, not the words – and you can go from just writing to writing with intent and impact.
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