Copywriting Best Practices

This document should be referenced when writing copy, updating copy, or editing copy. If there are any adjustments or edits needed to this document, please see Matthew Ketchum..

Naming Conventions and Server Management

1. The initial word doc should be saved and titled as such. For example: 21-XXX-001_Name of Job_V1
2.  Once the word doc is proofed by Tess, it should be labeled with her initials. For example: 21-XXX-001_Name of Job_V1_TB
3. Once the copywriter has approved changes from Tess and finalized the doc, it should be labeled as proofed. For example: 21-XXX-001_Name of Job_V1_proofed
   1. There may be times, depending on a project, that the document has not been proofed. Always look for the highest “version #” or “version #_proofed”.

** All subsequent versions should be placed in the OLD-REFERENCE ONLY folder, so only the most recent, up-to-date word doc is showing in the COPY folder. For example:

Revision Management

1. Whenever a revision is made, the version number of the copy doc should be updated. This is for EVERY revision that is made whether it was revisions from an account review, department review, an internal route or revisions based on client feedback. Again, only the most up-to-date copy doc should show in the COPY folder, everything else should be in the OLD-REFERENCE ONLY folder. For example:

21-XXX-001_Name of Job_V1

21-XXX-001_Name of Job_V2

21-XXX-001_Name of Job_V3

21-XXX-001_Name of Job_V4

2. Once copy has gone into layout, ALL subsequent revisions (only the revisions) must be done in RED text. If the revision is to remove a portion of language, use red text for the bookending words from what you took out. This is specifically so the designer or art director can clearly identify copy that changed from the previous round. Not highlighted. Not any other color. Only RED TEXT. For example:

Headline:

This is the attention-grabbing headline you wrote.

Copy:

This is the exceptional, clarity-driven, body copy where you explain in greater detail why someone should purchase this product, partner with your organization or just generally better themselves. This should include a strong call to action. It should also have sentences of varying length. Why? Because it should.

 Revisions because the client didn’t like the word “grabbing” in the headline and thought the body copy took a while to get to the point and didn’t end with a bang.

Headline:

This is the attention-catching headline you wrote.

Copy:

This is where you explain in greater detail why someone should purchase this product, partner with your organization or just generally better themselves. This should include a strong call to action. It should also have sentences of varying length. Why? Because it keeps your paragraph from sounding monotonous, and no one likes monotony.

When to Use a Word Doc vs. a Google Doc

1. The short answer is a google doc is for collaborating and brainstorming and a word doc is for copy intended for layout or for review. The long answer is that a short answer rarely suffices.
2. First, use your brain. Think about the situation you are in. If you are brainstorming ideas, asking for shared input, actively collaborating or even just utilizing “scratch paper” to share ideas and concepts with your manager or a teammate, a Google Doc is the way to go. Google docs do not belong on the server or to be utilized as official copy. Keep them for your own records in case you need to go back to the drawing board or look to old headlines or ideas.
3. If you are developing copy with the ultimate intention of it being laid out, proofed or formally reviewed, that work must be in a Word Doc and saved to the server in the copy folder. These should be clean, easy to follow and well organized so your teammates can clearly decipher and understand them. They should also be one of the following templates, located on the server here:
   1. TBD

 If there is no Copywriter on the job, the account team is responsible for following the above process.