Although it’s my specialty, copywriting is rarely something that just happens magically for me. Even a professional copywriter has to grapple with that annoying interval between an idea or assignment, and the words flowing into a document.

Though it can happen, I rarely just sit down and write. In fact, I have a bit of a process and routine I go through in order to distill the ideas and information I have on hand, get into the mindset for writing and actually start producing content.

Having previously shared my Ten Essential Steps for Successful Speech Writing, I’d like to elaborate on step #4: interviewing your speaker. Asking these four simple questions will help to make your interview as fruitful as possible…

I’ve written before about communicating benefits to your audience, but there is another, very specific way of keeping your audience at the centre of your content.

Longer is not necessarily better. Formal doesn’t mean readable. So loosen up a little and give your copy a break!