So you’ve finished the press release, the article, or the web copy … now what? Step back, let it sit overnight or maybe a day or two. Then take it back out, read it with fresh eyes, and ask yourself, “so what?”
Does it pass the test? It’s extraordinarily easy to write, but miss the mark! You started out with a purpose, a message to share with a reader who you can picture in your mind’s eye. Did you accomplish what you set out to do? Is your target reader better off for what you’ve written?
Does your press release provide real news? Does your article provide valuable information? Does your web copy answer his search queries?
If you’ve answered yes, you’ve passed the “so what” test. Congratulations!
If not, or if you’re not sure, dive back into your copy:
- Revisit the “who, what, what” technique of my previous post.
- Move things around. Try leading in with your third paragraph. (For whatever reason, we tend to get to the meat of our message by then.)
- Don’t be afraid to ask for help. An experienced copywriter can do wonders for picking out where or why your copy flounders.
- After tightening it up, let it sit overnight once again, then repeat the process.
Do you have a final edit routine? What part of the writing process do you find most challenging? As always, comments are welcome and encouraged!
Related Article:
3 Important Questions to Ask Before You Start Writing
I always do this, too. I call it “fermenting” ! Thanks!
Well stated. This is advice I was given years ago when approaching a local paper with a press release. The editor kindly took the release, then asked why his readers would care. He was very kind (and I was very young). When I hesitated, he offered some great advice for writing releases…and asking “why should they care” or “so what” was his first point.
Thanks for another great post.
That was my first experience with a newspaper editor also! It would be interesting to hear how many newbies they gently steer in the right direction in the course of a year. Thanks for your comment.