Sep 14, 2018
Being a copywriter means that you have a responsibility to both your audience and your client. This rule goes double for copywriters that work in the construction industry where even a slight mistake can cause injuries, revenue loss or worse.
But how do you go about writing copy for an industry as delicate and important as the construction one? Pauline Farris, a content specialist at IsAccurate says: “Copywriters who inquire about their projects before taking them on will likely bear better results in the long run.” With that in mind, let’s take a look at several steps which can help you write effective copy in the construction industry.
Copywriters are often hired based on their previous track record. However, when it comes to construction, architecture and civil engineering, this rule doesn’t apply. Every state, company and contractor has their own set of rules and regulations that need to be followed.
Copywriters are required to do proper research before writing a single word of copy for their new client. Just because you came to be hired doesn’t mean that you know everything there is to know about the project.
Talk to your client and ask them for specific information, special requirements and no-no words you should avoid. Construction industry copywriting is different than essay writing, UI copywriting or even white paper writing. It’s delicate work that can cause irreversible mistakes if it’s not taken seriously.
Construction industry is unlike any other industry when it comes to copywriting. There will often be very little space left for writers to work with once the project is set in stone.
This means that you should talk to your contractor about the word count you can count on (pun intended). Focus your attention to creating very short, direct messages, announcements and warnings.
Most construction copywriting revolves around the creation of materials related to construction sites (including the promotional spiel). Make sure that you know how much leeway you have when it comes to your copy before writing a wall of text that won’t fit anywhere.
Construction industry copywriting differentiates itself from other types of copy with its emphasis on urgency of information. While some copy types might target sales or CTAs, construction industry serves to alert the reader of impending danger.
For example, a simple STOP sign with a subsequent elaboration is often enough to drive a successful construction copy forward. This means that you should make ample use of negative space and contrast your writing with the space you are given by your client.
Make sure that your writing is as bold and legible as possible. Construction copy also has a much smaller timespan for the message to be delivered. As long as your message is loud, clear and as short as possible, you will have achieved your goal.
While this may put some writers off, it may also encourage others to try the construction industry copywriting niche. This niche allows for very little creativity or wiggle room when it comes to mixing and matching words. There are established words that mean different things in our collective society.
If you tell someone to “Pay attention”, they will do so without excuse. However, if you try to be clever and say something along the lines of “Hey you, take a look” it will likely end in disaster.
Don’t act smart when working in the construction industry because your work may cost someone their health, wellbeing or life itself. Once you get into the groove of using established lingo and follow your client’s rules, you will be much more effective at writing construction industry copy.
Writing tools are an important aspect of copywriting – they separate professionals from would-be writers. However, it’s often difficult to pinpoint exactly which tools to use for specific tasks.
In the case of construction industry copywriting, editing and formatting tools can make a huge difference. Let’s take a look at a few useful tools and services that can help you develop a better copy for your client:
ProWritingAid – One of the most popular editing tools, which supports different writing styles and both British and American English spelling.
ResumesCentre – This is a professional writing platform with a plethora of writers capable of helping you out. You can get quality pointers and assistance from graduated writers with expertise in different fields (construction industry included).
GetGoodGrade – Using a proofreading service while creating copy is just as important as with regular writing. GetGoodGrade is a platform dedicated to proofreading, editing and formatting of different types of writing. You can get good prices and quick turnaround on your project which means that your workflow won’t suffer at all.
Citatior – Your client might ask for citations to be implemented into their copy. There is no need to write that particular aspect of your copy by hand when free tools such as Citatior are available online. All you have to do is insert raw data into empty fields and choose the type of citation you want to generate.
HotEssayService – While the name might be misguiding, this is actually a very decent writing service capable of producing construction industry copy. You can use it when you need to delegate work due to an overflow or to simply check your writing before submission.
Lastly, the construction industry requires you to test your copy before publishing it. You can do this with a private test group or with collaboration from your client.
Whichever method you choose, make sure to present your copy to the group without any prior explanation. Focus on their reaction and subsequent actions to see if your copy makes sense in the context.
This is a far more effective way of testing whether or not you hit the nail on the head with your copy instead of hoping for the best. This will also add a layer of professionalism to your practice that the clients will appreciate. Take your time and test the waters before calling it a day.
In reality, the construction copywriting industry is not unlike
other writing niches. It comes with its own set of rules and
requirements just like any other type of work.
What separates it however, is the added responsibility and awareness required from the writer. Writers that identify themselves with technical writing will be right at home when it comes to the construction industry. Those that are looking for creative release might want to check other copywriting niches out instead.
About The Author:
James Daily is a professional writer and content manager at FlashEssay. When he is not involved in career-related tasks, he follows his other many interests, including astronomy, psychology, and cinema. Feel free to contact him via his personal blog Brainished.
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