Straight to the point – Construction copywriting

There’s no point in putting together a wonderfully integrated marketing campaign if the words don’t ring bells for the readers. Writing good ad copy isn’t easy. The more I read other people’s marketing literature the more I realise that writing is a talent that not everyone has. There’s the architects firm which promises to “assist” its clients when I’m sure what the clients need is someone to carry out the job – not assist them. There’s the quantity surveyors practice that offers me the “best possible solution”.  It’s so easy to fluff around the subject and not say exactly what you mean.

The secret of good copywriting for the construction industry  – or I suppose any industry – is to have a  mix of acquired technical knowledge tempered by a healthy disregard for the jargon that accompanies the subject.  If you can’t afford professional help, there’s plenty of advice online. Here are ten points for writing magnetic copy. It’s written in US English and contains a split-infinitive but apart from that this copywriting advice is sound and provides a useful checklist.

About Stuart Dinnie

Stuart has worked in the world of digital marketing for over 15 years. With his measured and planned approach, he has delivered robust digital strategies for construction companies to achieve real business growth. He now heads up the team at Pauley Creative as Managing Director and is leading his team & clients towards digital marketing excellence. He’s helped over 100 construction clients; helping them on their digital transformation journey, providing sustainable strategies that return year on year incremental growth, delivering award-winning websites and adding value from board level to marketing assistant.

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