Copy Writing Logic – Why You Need To Use Logical Reasoning In Your Copy
The Logical Process
Logical reasoning needs to be an important part of your copywriting product. The reason is simple to understand for a technical reader: when you write logically, then the content is simpler to understand for your reader. Example: 1 leads to 2, 2 leads to 3, 3 leads to 4, so – in a compact form – 1 ultimately leads to 4.
How can you organise your content logically? Well, I have to assume that if you are writing technical copy, you have to have a technical understanding of your subject matter, and that you have a goal in the content you are creating. Most technical articles have a common theme that is
- Describe the problem or goal
- Discuss the alternative solutions
- Sum up the plusses and minuses of each potential solution, and select the optium solution
Don’t forget to use actual (and current) technical information to support your discussions; this is a critical mistake that some authors make. Think of it this way – you are proposing a solution to a problem that must function, and it must be based on realisable premises. It is senseless to propose building a factory to produce copper on Mars if you can not provide a reasonable method to transport the copper to the potential users.
This is – in theory – child’s play, but there are usually complications that make the whole exercise more interesting. For example, what otherwise would be an optimum solution may not be feasible for non-technical reasons (community opinion or acceptance, cost, availability of resources – material and human, etc.). The clue here is to go about your “business” in a logical manner, discuss the constraints and restraints as well as the benefits, and make a logical selection that your logic train can support.
There are other types of content to consider, such as discussions of current results in research and development. Here, it is more logical to make your copy rich in actual results from the “owner” of the idea, as much as possible. Sometimes this is relatively easy, if the owner has published information in, for example, technical writings or patent applications. But you need to be careful here, there are some limits in what the idea’s owner will publish, and the limits often fall somewhere between incomplete and misleading. This is a natural urge to cover the critical parts of the owner’s work so that others can not steal the idea, and possibly come to market faster and with improvements on the original idea. On the other hand, the owner may also be willing to dicuss the concepts involved with you in exchange for certain inclusions in your content. This can be a positive development for both parties – the owner gets more publicity, and the copywriter gets better information.
Even articles that are based on strong content and logic are more widely read if they are entertaining as well as technically correct. That makes it important to use a writing style that is both clear enough to be technically understandable, and at the same time friendly and open. You need to remember this: on the websites where your work may be published, if the readers get bored or confused, they will leave. Once they are gone, it is very unlikely you will get them back again. One thing that helps retain readers is images. If there are accurate and applicable images, use them liberally in your content.
If you have questions or comments, please feel free to write a comment to this article. I welcome your input!
Jimmy Craig Hesser
Copywriting for Websites dot NET or COM
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