Overview and Writing Copy
Writing copy is an interesting task. There are not only physical challenge that come with it , grammar, spelling, etc., but there are also mental challenges. Being in the right state of mind whilst writing is crucial to being creative, persuasive and effective. Ian Lurie identifies some of these in his LinkedIn lectures done in May of 2014 as well as other important writing concepts. This is often the most difficult part, especially for myself who is easily distracted. Taking the time and making a conscious effort to limit distractions, people and plan to write is the most daunting part of writing effectively.
To put it succinctly, writing is an art form that is designed to catch a reader, sell the reader something, whether it be a story, product or idea and then provide a “call to action” (Lurie, 2014). This call to action, repeatedly brought up by Lurie in his lectures, is the place where readers will go to learn more and it is the most critical component of any writing piece.
When writing, to have an effective call to action, the most appropriate collateral, style and medium must be chosen. Collateral being the ‘type’ of document; letter, pamphlet and so on. Style is the tone the writer is using; soft, scare tactics, etc. and finally the medium, which today really comes down to is this for print or online sources (Lurie, 2014).
Rewriting Existing Copy
Lurie identifies crucial topics in this section of his videos and reminds the listener that while rewriting coffee can be difficult, it does not have to be insulting to the original artist (2014). Key points to remember while rewriting copy is to firstly understand the context of the original piece and improving the piece without restructuring it. The simplest way to do so is to follow three rules; eliminate unnecessary words, edit for an active voice and proofread (Lurie, 2014). By completing these simple steps, one can easily improve any piece of copy.
Being a teacher, I am confident in my ability to ‘rewrite’ copy or others work. I couldn’t agree more with Lurie, that it is essential to keep the integrity of someones work whilst reviewing it. Taking the point of view or perspective from the author is detrimental to providing constructive criticism.
Conclusion
Personally, what I think is the most important lesson from Lurie’s lectures was the topic of the Golden Ratio Typography (GRT) which was developed by Chris Pearson. In 2019, Pearson explained that the GRT is simply “the science of using the golden ratio to determine precise typographic proportions like font sizes, line heights, and associated spacing” (para. 1). This simple formula is the key aspect of keeping a reader visually interested in reading.
Being cognizant of what you are writing, whom you are writing for and the purpose will allow you, as a writer, to be more focused and productive. Writing in an active tense and using less words is a daunting task, but one that is proven to be effective (Lurie, 2014). My goal with these blog posts is to continue to hone my writing skills focusing on writing actively and with purpose.
Thanks for reading! Keep an eye out for the next blog post.
~Adelle
Sources
Lurie, I. (2014, May 30). Writing Marketing Copy. Carpentaria, CA lynda.com.
Pearson, C. (2005-2019). Golden Ratio Typography. Retrieved 01 11, 2020, from pearsonified: https://pearsonified.com/projects/golden-ratio-typography
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