Clarity and accessibility
These are the most important questions to ask yourself as they shape every other decision you make. Remember, clarity and accessibility are our priority in every piece of copy we write.
- [ ] What is the purpose of the piece of copy? What does it exist to achieve?
- [ ] Who is the reader? How will they access the piece? What do they need from us?
- [ ] How are we going to set the tone? Will we dial up or down certain writing techniques?
- [ ] Is the structure logical and organised?
- [ ] Do your images add meaning and are they captioned for clarity?
- [ ] What should the reader do next? Is the CTA clear?
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💡 Always start with your One Reader
"My one reader is ______________ who wants to ______________. They came here expecting ________________. I want them to believe ____________________ so they take action.”
</aside>
Voice
Curious
- [ ] Have we used the active voice where possible?
- [ ] Have we used verbs that are full of energy, life and activity?
- [ ] Have we used jargon the reader will understand, balanced with less formal language?
- [ ] Have we mixed long and short sentences to create pace?
- [ ] Have we asked questions and used imperative sentences?
- [ ] Is the tone mostly enthusiastic and excited?
Your value