Whether you’re brand new to copywriting or have been at it for awhile, you likely know that writing clear, concise copy is hard. It’s why copywriters are paid so well!
But how do you ultimately distill your message down (especially when you can think of 5 different benefits)?
This month’s FRW Book Club pick offers up some tips for improving your communication. Brief: Make a Bigger Impact by Saying Less by Joseph McCormack is aimed at professionals looking to tighten up their communication so messages are received and heard.
Think about how many emails, texts, and other messages you receive in a day. And, just as an experiment, count how many times you check your smartphone today while you’re doing other things.
Now think about your clients or prospective and how much they have competing for their attention. You need to be brief.
McCormack’s B.R.I.E.F. approach (background, relevance, information, ending, and follow up) gives you a framework for simplifying even your most complex messages and eliminating the fluff.
While much of the information is written in the context of distilling information for presentations and other internal communications, you can apply the tips and tactics to your own communication with clients, as well as to your copywriting process.
After all, the challenge of capturing someone’s limited attention is the same with internal colleagues and managers as it is with customers.
Your Turn! What are your tips for communicating clearly? If you’ve read the book, what did you think?