Writing snappy, attention-grabbing headlines, slogans and short descriptions is one of the most difficult jobs a charity copywriter has to do.
You know the type of thing: a name or tagline for a new service; a sentence – or just a few words – that encapsulate what a charity’s work is all about.
It’s not easy. And it’s incredible how long it can take to write 20 words. But get them right, and you can make a huge impact on your reader.
How do you come up with sparkling, creative copy when you’ve only a few words to play with?
Here are our top tips on developing brilliant charity copywriting ideas.
1. Work as a team…
The best ideas always come from group creative sessions. One person’s suggestion usually sparks off an idea in someone else, leading to just what you’re looking for. So boost your search for ideas by getting as many people as you can together. If it’s difficult to do it face-to-face, why not have a telephone conference or use instant messaging? If you work alone or in a very small team, even asking friends or family can help.
2. …but do your own work first
Before the group session, warm up your brain by spending 10 minutes getting your head around the brief for the project, and thinking of a few initial ideas. Going into a group session cold could slow things down.
3. Throw words around
If no-one has any brilliant ideas straight off, start by asking people to shout out words and phrases related to what you’re trying to come up with. Write the words down on a flipchart so everyone can see. Are there any connections between them? What themes emerge?
4. Get ideas from other sources
Bring along other publications you and other charities have produced, magazines, newspapers, photos – anything that might stimulate ideas. While we obviously don’t suggest that you steal the creativity of others, just looking at what they’ve done can spark your own creativity. And The Sun can be be great with creative headlines!
5. Get comfy
Thinking of ideas isn’t easy if you’re sitting in a room that’s hot and stuffy, on an uncomfortable chair, with fluorescent strip lights overhead. While you don’t need to lounge around on beanbags all day, do make sure you hold your creative session somewhere comfortable.
6. Keep it short
There’s only so long people can throw around ideas before they burn out. Keeping sessions to 20 minutes, or half an hour maximum means participants stay productive. Any longer, and you’ll start going round in circles.
7. Force yourself
Still not getting the ideas you need? One effective technique to try is to get everyone to come up with 10 words (no more, no less) that you could use in the slogan, headline or copy. Then everyone gets 10 minutes to come up with an idea using some of those words.
8. Use your favourite book
Think about what makes the first line of your favourite book so effective. Take 1984 by George Orwell: “It was a bright cold day in April, and the clocks were striking thirteen”. Pretend you’re writing the first line of a book about your charity/subject. How could you make it equally attention-grabbing and intriguing?
