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| Writing industry award entries |
Writing an award entry that impresses judges is an art in itself. Thankfully, there are a few indispensable ground rules that will improve your entry’s chances.
Judges will read hundreds of entries before they reach yours. The onus is therefore on you to give them a reason to read on. Try starting each section with a dramatic statement. Use simple sentences and short words and phrases. Then read and re-read the entry criteria. If you break a rule, you fail regardless of the entry’s many other qualities. Remember, if it feels as if you are sitting an exam as you write, this will come across. So be enthusiastic. |
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| Commissioning a Ghostwriter |
Any good journalist can write a strong feature in a few hours. But first, the journalist must research the subject. Published sources, press releases and interviews with important people are invaluable. The same is true for the ghostwriter.
Make all printed resources available to the writer and be prepared to spend a little time on the phone – only a little time if the writer is good – discussing angles and content. Be clear about the key points for the article. Then hand over to the ghostwriter while you sit back or get on with more important work. |
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| Writing a press release |
| Journalists work to tight – often hourly - deadlines and have clear ideas about what makes a story that will interest their readers. This holds two key lessons for anyone writing a press release: First, put the most interesting, exciting news item in your release in the headline and the first line of the first paragraph. This will grab their attention and help to avoid the fate suffered by most press releases (a papery grave in the bin). Secondly, it must have content relevant to your target media’s readers, viewers or listeners. Otherwise, it’s the bin again. |
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| Writing company brochures |
| Brochures have to contain information – that’s the only reason prospects read them. But the way you present that information will determine whether they just enjoy reading it or actually buy your product. All copywriters know brochures must sell benefits, not features. But you also need to use a personal tone, support the claims you make in the information you provide and start selling on the front cover. Think of national newspapers. Intense competition means front-page headlines are crucial to selling today’s issue. Brochures need headlines that pique the prospect’s interest so they will read on. |
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