Copywriting for Beginners

There are a lot of ways to write well. When you’re going for “beautiful but confusing,” think James Joyce. When you’re going for “clear and motivating”—as most of us are when writing copy for communications materials—"Ulysses" probably shouldn’t be your inspiration. So, what does good copy look like? Here are a few tips we Big Duck copywriters like to keep in mind when writing for our clients:

Outlines are your friend. There’s nothing more daunting (for a writer) than a blank page and a blinking cursor, so consider starting with an outline—particularly when writing longer pieces, like emails, direct-mail letters and Web pages.