Article for Copywriters: Writing With a Mallet and Chisel

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>> Intro: Who Lives in Montreal?
>> Article: Writing With a Mallet and Chisel
>> Resources: Finding Work Online
>> Survey: The Best Definition of Copy and Content

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Greetings,

Before we get into the meaty subject of copy and content online, here's an invitation...

If you live in Montreal and like the idea of a few of us getting together one evening for a drink or two, let me know. This list is now of sufficient size to include at least a few fine folks from Canada's most interesting and lively city!

Back to business. In the last issue I asked for some definitions of the difference between copy and content online. Thank you for all the replies! I've done a preliminary cut (editor's privilege). And here's what we are left with...

1.
Copy has a concept.
Content is corporate journalism.

2.
Content informs; copy sells.

3.
Online Copy is simply the words and messages. Online Content is the placement, reason, and organization of those words and messages.

4.
One gets your attention, the other fills you in.

5.
Copy is the sizzle, content is the steak.

6.
Content is what we visit a website for, and copy is what stirs us to
interact with the site.

7.
Copy means putting the words together about a pre-defined topic. Content is choosing the topic, researching it, writing it up and presenting it.

8.
The difference is the goal: good copy sells; good content
forces the reader to say "Oh!".

9.
Copy persuade the user, tries to convince him to do something.
Content provides the user with information, with a product or a brand experience.

10.
A copy is intended to grab attention and direct, while content aims to
educate or inform.

11.
Copy drives the action; content tells you why do it.

12.
Copy sells; content tells you why you're right to buy.

13.
Content informs. Copy invites. Even if the content invites the reader to
keep reading, it's selling an idea. It's copy.

14
"Content" informs. "Copy" directs.

Are we there yet? I'm not sure. None of these gave me a shiver of recognition, like, "Yes, that says it exactly!"

If you think you can do better, keep them coming.

In the meantime, in this issue's survey, you can vote for the best from the 14 versions above.

Until next time,

Nick

>> Feedback: nick@nickusborne.com

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ARTICLE: WRITING WITH A MALLET AND CHISEL...

The other day I received a letter from an old friend. It covered five pages and was written with a fountain pen.

I was touched by the care with which the content of the letter had been written. Nothing crossed out, no spelling errors. My friend had clearly considered each sentence and each paragraph carefully before committing them to paper.

This reminds me of my youthful days at art school where I sculpted in both clay and in stone.

With clay, you can add and subtract the clay until you arrive at a result that pleases you, more or less.

But when you carve stone, you can never replace what you remove. So you first have to see very clearly the final result you have in mind, before you strike that first blow of mallet to chisel. Then you simply remove the excess stone, revealing the shape within.

Writing for the Web is a little like sculpting with clay. With even the simplest word processing program, you can add and remove text at will, until you arrive at a result that is more or less acceptable. No forethought required.

But if you write as if you were carving stone, it focuses your attention wonderfully.

If you first had to see the message within, before you tap that first key, it would bring a whole new discipline and quality to writing online.

>> Feedback: nick@nickusborne.com

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RESOURCES: FINDING WORK ONLINE

Thank you Emmanuelle Sonntag for sending in this link:

www.agentsolo.com

Alas, if you don't speak French or live in Quebec, this won't help you much.

However, the site is new and home grown here in Montreal. So it deserves a mention!

And for our UK readers (thank you, Gary Robinson):

www.gojobsite.co.uk

>> Do you have or know of some useful online resources for copywriters? Let me know at nick@nickusborne.com

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SURVEY: VOTE FOR THE BEST DEFINITION OF COPY AND CONTENT

This week's survey is simple. Just pick your choice of the best definition of copy and content (see above) - and send me an email with your choice from #s 1 to 14

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