spice 'em! a recipe for planning well-seasoned copywriting projects
TRANSCRIPT
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SPICE ‘EM!a recipe for planning well-seasoned copywriting projects
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SPICE ‘EM is a mnemonic tool for remembering the various aspects
of copywriting.
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It’s an acronym for Style, Purpose, Information, Client, Emotion,
Ethics, and Medium.
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So when you’re faced with that scary blank page or rough copy in
need of editing, don’t panic …
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… use SPICE ‘EM to break down your copywriting project into its
fundamental elements.
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STYLE.The manner in which copy expresses an idea through vocabulary and grammar. An expression of your brand and the relationship you have with your clients.
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PURPOSE.Persuade, inform, or entertain? Having a clearly articulated primary goal for communicating with your audience helps keep your message and call to action focused.
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INFORMATION.Before you start your project, clearly define what you want your audience to learn about you, your company, your product, and/or your services.
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CLIENT.Take the time to understand your audience so you can speak their language.
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EMOTION.Consider the emotional connotation of words, because emotion creates a personal connection between you and your audience.
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ETHICS.Good copywriting, like good marketing, is ethical.Honesty, trustworthiness, and sincerity makes for better copy and more authentic relationships with your clients.
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MEDIUM.Different media (e.g. print, digital, social media) and formats (e.g. tweets, flyers, press releases) come with trade-offs between information and emotional impact. Tailor your message to the media and format used by your audience.
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Before you write your copy, use SPICE ‘EM and ask yourself these
questions to plan ahead and conceive a clear communications
concept …
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STYLE.How will you speak your audience’s language? How will you make text and graphics work together?
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PURPOSE.Why do you want to talk to your audience?
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INFORMATION.What do you want to tell your audience?
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CLIENT.Who is your desired audience, and what do you know about them?
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EMOTION.How will you make a personal and emotional connection?
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ETHICS.Consider the implications of your words and the consequences of your marketing – are you being honest? Fair? Transparent? Authentic? Beneficial?
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MEDIUM.By what means will you connect with your audience to best communicate your message, receive feedback, and build relationships?
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Proper planning prevents poorly penned publications. And don’t forget to integrate your copywriting project into your overall marketing strategy –
consistent messaging is vital.
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Do you like this tool? Get the expanded SPICE ‘EM! primer with explanations, examples, and writing tips – free!
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Linkedin.com/in/frederiksisa
frederik sisa (copy)writer + marketer