As projects, products, and organizations get larger and more complex, associated writing tasks – from technical manuals to sales presentations – get more difficult as well. More product SKUs, for example, require more product descriptions. More services mean additional sales copy and technical documentation. So, how do you handle a growing list of writing needs without having to hire or spend more? Follow these copywriting strategies to effectively improve your team's work quality while scaling up your copywriting.
1: Ply the Pareto Principle
The Pareto Principle, or 80/20 rule, states that 80% of the effects come from 20% of the causes. Applied to writing, that means 20% of your content generates 80% of the value. For example, it’s likely that about 20% of your website’s landing pages generate a disproportionate share of new leads or sales or that 20% of your user guides answer the majority of user questions. Use this principle to prioritize your writing efforts: focus on the content that will generate most of the results.
2: Minimize duplicate content production
Don't do the same work twice: you'll only get half as much done. If you want to scale your writing to cover a more expansive set of needs, think of existing content as a library from which you can borrow. Even if you don’t want to outright re-use something you’ve already written, you may be able to adapt the content or use it as a template.
4: But don’t skimp or take shortcuts
If you rush through writing, you’ll just compromise results. In the face of growing numbers of product descriptions, service brochures, internal memos, or any kind of written piece, it can be tempting to fall back on generic writing. Remember, the copy has a job to do: make sure it says everything the reader needs to know prior to taking action.
5: Use a professional writer or train yourself or your team appropriately
Good writing – clear, informative, engaging, persuasive – depends on skill as much or more than raw talent. Talent helps, but anyone with the right training will be able to generate solid content in a fraction of the time it would take an amateur to develop even rough copy.
6: Supplement your words with imagery
As the saying goes, a picture is worth a thousand words. For example, after Lowe’s started using a greater variety of high-quality product imagery, they increased online conversions by 97%. Creativity and flexibility in content production can go a long way toward helping organizations scale their writing.
About Hurley Write, Inc.
Hurley Write, Inc., a certified women-owned small business (WBENC and WOSB) has been designing and teaching customized onsite and online technical, business, and scientific writing courses for over 25 years. We also develop and teach specialty courses, such as how to write proposals and standard operating procedures (SOPs) and deviation and investigation reports, and how to prepare and give great presentations.