Copywriting (like Coffee) Rarely Comes In Size Small

Many of us have ordered coffee drinks from Starbucks. Here in Seattle, we literally have then every corner in many parts of the city.

When you order coffee (I favor "iced Americano no room" myself), you choose size Tall, Grande or Extra Grande. If you ask for Small you get Tall - 12 ounces. I'm told you can get some drinks in 8 ounce "short" cups but you have to insist.

When you create content, you soon learn copywriting works the same way. Many copywriters get requests for a "small" job, such as a single press release or even "just a few paragraphs I can add to the home page."

These requests seem reasonable, not unlike asking for an 8-oz iced coffee. But just as it's hard to squeeze a satisfying amount of coffee *and* ice into a small-size cup, it's hard to deliver a deliver result-getting copy with a micro project.

In fact, I am beginning to suspect that there's no such thing as a "small" copywriting project, whether you write for yourself or work with a copywriter.

First, you or your copywriter needs to delve into background. Who occupies the target market? What's unique about this service? What are the benefits and features ... preferably in the language of your clients?

Second, you rarely get to toss some words on paper, add bullet points and serve. Experienced copywriters write and revise ... and then revise again.

Instead, start thinking big as you create your website, sales letters and blogs.

(1) Group projects together. When you hire a copywriter, consolidate your needs: web page, sales letter, and extras. Once your copywriter gets to know you, it's usually possible to add more.

When you work on your own, set aside a block of time for strategizing and writing your content. Begin with a review of your niche and your strengths, no matter how often you've done this.

(2) Review benefits and features before you start the project.

It's easy to skip this step, but you'll get stronger and better content when you take the time to make a list. Even if you've written about your service many times, the act of writing will help you generate fresh ideas that will grab your audience's attention.

(3) Write a series of headlines and openings.

Some copywriters will write 50 or more headlines for every project. Some headlines will become sub-headings. Some will turn into killer openings that invite readers to keep going.

Finally, give yourself a treat now and then! Your coffee treat might be a double mocha cappuccino with whipped cream. Your content creation treat could be a session or two with a copywriter, to polish up the project you created yourself.