{"id":7654,"date":"2022-06-23T10:08:00","date_gmt":"2022-06-23T00:08:00","guid":{"rendered":"\/?p=7654"},"modified":"2025-05-10T19:15:40","modified_gmt":"2025-05-10T09:15:40","slug":"content-that-cuts-through-a-modern-guide-to-writing-copy","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/content-that-cuts-through-a-modern-guide-to-writing-copy\/","title":{"rendered":"CONTENT THAT CUTS THROUGH: A MODERN GUIDE TO WRITING COPY"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7654\" class=\"elementor elementor-7654\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-71c35349 e-con-full e-flex e-con e-parent\" data-id=\"71c35349\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1758d764 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"1758d764\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1728\" height=\"1282\" src=\"\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a.jpg?wsr\" class=\"attachment-full size-full wp-image-7696\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a.jpg 1728w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a-300x223.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a-1024x760.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a-768x570.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/clem-onojeghuo-gGy9hVunhE-unsplash_1728x2592a-1536x1140.jpg 1536w\" sizes=\"(max-width: 1728px) 100vw, 1728px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-73c878fc e-flex e-con-boxed e-con e-parent\" data-id=\"73c878fc\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-375d602a elementor-widget elementor-widget-post-info\" data-id=\"375d602a\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>23 June, 2022<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3fbc71da elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"3fbc71da\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">CONTENT THAT CUTS THROUGH: A MODERN GUIDE TO WRITING COPY<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9c1dcc1 e-flex e-con-boxed e-con e-parent\" data-id=\"9c1dcc1\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-7da7e25 e-con-full e-flex e-con e-child\" data-id=\"7da7e25\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5aa8c5ec elementor-widget elementor-widget-text-editor\" data-id=\"5aa8c5ec\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Writing and storytelling are two of the most powerful ways to put ideas into the world. As written communication skills decay around us, both skills have also become competitive advantages.\u00a0\u00a0This observation is the basis for Red Havas\u2019 newest whitepaper, \u201c<a href=\"\/wp-content\/uploads\/2022\/06\/Red-Havas-Content-That-Cuts-Through.pdf\">Content That Cuts Through.<\/a>\u201d It explores how to write content that modern audiences can\u2019t help but read.<\/p><p>We\u2019ve also devoted the June episode of the \u201cRed Sky Fuel for Thought\u201d podcast to the subject of writing.<\/p><p><a href=\"https:\/\/blubrry.com\/red_sky_fuel\/87009662\/how-to-write-content-that-cuts-through-ep-26-of-red-sky-fuel-for-thought-podcast\/\">Listen to the June Episode of \u201cRed Sky FueL For Thought\u201d<\/a><\/p><p>In this month\u2019s episode, Red Havas\u2019 Vice President of Content\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/ellenmallerneebarnes\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ellen Mallernee Barnes<\/a>, who authored the whitepaper, is joined by\u00a0<a href=\"https:\/\/twitter.com\/sadiekdean\">Sadie Dean\u00a0<\/a>and\u00a0<a href=\"https:\/\/twitter.com\/jeannevb\">Jeanne Veillette Bowerman<\/a>. The accomplished writers frequently speak and write about the craft of writing \u2014 screenwriting in particular. They also cohost the \u201c<a href=\"https:\/\/www.recklesscreativespodcast.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reckless Creatives<\/a>\u201d podcast. Together, our guests discuss the craft of writing.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c553f64 e-con-full e-flex e-con e-child\" data-id=\"c553f64\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-35548d6 elementor-widget elementor-widget-image\" data-id=\"35548d6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"\/wp-content\/uploads\/2022\/06\/Red-Havas-Content-That-Cuts-Through.pdf\">\n\t\t\t\t\t\t\t<img decoding=\"async\" width=\"421\" height=\"548\" data-src=\"\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM.png?wsr\" class=\"attachment-large size-large wp-image-7676 lazyload\" alt=\"\" data-srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM.png 421w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM-230x300.png 230w\" data-sizes=\"(max-width: 421px) 100vw, 421px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 421px; --smush-placeholder-aspect-ratio: 421\/548;\" \/><noscript><img decoding=\"async\" width=\"421\" height=\"548\" src=\"\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM.png?wsr\" class=\"attachment-large size-large wp-image-7676\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM.png 421w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Screenshot-2024-08-15-at-10.17.16\u202fAM-230x300.png 230w\" sizes=\"(max-width: 421px) 100vw, 421px\" \/><\/noscript>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1a7e85d1 e-con-full e-flex e-con e-parent\" data-id=\"1a7e85d1\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3fcc6d7a elementor-widget elementor-widget-image\" data-id=\"3fcc6d7a\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1912\" height=\"815\" data-src=\"\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1.png?wsr\" class=\"attachment-full size-full wp-image-7686 lazyload\" alt=\"\" data-srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1.png 1912w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-300x128.png 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-1024x436.png 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-768x327.png 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-1536x655.png 1536w\" data-sizes=\"(max-width: 1912px) 100vw, 1912px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 1912px; --smush-placeholder-aspect-ratio: 1912\/815;\" \/><noscript><img decoding=\"async\" width=\"1912\" height=\"815\" src=\"\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1.png?wsr\" class=\"attachment-full size-full wp-image-7686\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1.png 1912w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-300x128.png 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-1024x436.png 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-768x327.png 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2022\/06\/Nothing-Worthwhile-copy-1-1536x655.png 1536w\" sizes=\"(max-width: 1912px) 100vw, 1912px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-5bdb4426 e-flex e-con-boxed e-con e-parent\" data-id=\"5bdb4426\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-48ed398b elementor-widget elementor-widget-text-editor\" data-id=\"48ed398b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2><strong>IS WRITING A DYING ART?<\/strong><\/h2>\n<p>\u201cThere are a lot of tools and AI services now that are hindering the real written word and killing the essence of a really good writer,\u201d says Sadie, who is also editor of Script Magazine. \u201cGood writing is about clear messaging, which AI may never fully grasp in comparison to human writing.\u201d&nbsp;Jeanne, who is an executive at Pipeline Media Group and editor-in-chief of Pipeline Artists, explains how focusing on her intended audience allows her to write with more clarity:&nbsp;\u201cWe writers like to think of ourselves as clear thinkers, but the clear thinking part of it comes in during the rewrite. Anything I write needs to be rewritten to become clear. And since writing is about getting people to feel, I have to put myself in the reader\u2019s shoes and ask how they will interpret it and whether I\u2019m getting the message across.\u201d<\/p>\n<p><\/p>\n<h2><strong>BREAKING BARRIERS TO GREAT WRITING<\/strong><\/h2>\n<p>\u201cIt takes practice to be comfortable being raw and honest,\u201d says Jeanne. \u201cAnd honesty is so important on so many levels, even in marketing. People can smell somebody blowing smoke a mile away, and if they\u2019re selling hope. It takes a certain level of honesty for the person writing the copy to let the company be vulnerable, honest and transparent with your audience. I think it just takes practice. It\u2019s very scary the first time you write something personal, but once you start writing with reckless abandon, you get more comfortable.\u201d&nbsp;\u201cPeople want writer\u2019s block to be real since it\u2019s an excuse not to write, but it\u2019s all in your head,\u201d says Sadie. \u201cOvercoming blockage requires just sitting down and writing, which is the toughest thing to do. But once you\u2019re not thinking about it too much and you get out of your own way, it becomes much easier.\u201d&nbsp;\u201cOnce you feel your work is as good as it can be, the first step is to hand it over and ask for feedback, which can be very hard, especially for fiction,\u201d says Jeanne. \u201cThe second step is looking through the feedback, asking yourself how you feel about the suggestions and what your gut feeling says about it, and determining if it\u2019s still true to the story you want to tell.\u201d<\/p>\n<p><\/p>\n<h2><strong style=\"color: var( --e-global-color-primary ); text-align: var(--text-align); background-color: var( --e-global-color-text );\">FROM LOGLINES TO HEADLINES<\/strong><\/h2>\n<p>Sadie compares writing great headlines to writing great loglines \u2014 those one-line sentences that set up a scene and hook you into reading a screenplay.&nbsp;Walking us through her headline-first approach to this process, Sadie says, \u201cWhen I was first starting out, I would write the script first and then write the logline, and would end up getting confused because they were not matching up. Writing the logline before the script can make a huge difference because you\u2019ve set up a very simple blueprint of where you\u2019re going with your story.\u201d<\/p>\n<h2><strong style=\"color: var( --e-global-color-primary ); text-align: var(--text-align); background-color: var( --e-global-color-text );\">LESS IS MORE<\/strong><\/h2>\n<p>The discussion wraps with the art of writing more with less, to which Jeanne\u202fadds, \u201cAs an editor of online content, I always break paragraphs up a lot. But in terms of learning that skill set \u2014 to write concisely and with meaning \u2014 I would say when Twitter was 140 characters, that was the best teacher in editing yourself. I was really upset when they expanded the character limit.\u202fI also always come back\u202fto Ernest Hemingway\u2019s bit of writing\u202f\u2019For sale: Baby shoes, never worn.\u2019 It\u202ftells a whole story in six words.\u201d<\/p>\n<h2><strong style=\"color: var( --e-global-color-primary ); text-align: var(--text-align); background-color: var( --e-global-color-text );\">\u201cFINDING YOUR VOICE AND PASSION\u201d WITH MELANIE KLAUSNER<\/strong><\/h2>\n<p>The episode concludes with Red Havas VP of\u202fSocial and Content&nbsp;Nancy\u202fAnderson&nbsp;and our Red Questionnaire guest&nbsp;Melanie Klausner, EVP.&nbsp; Together, they discuss a myriad of topics ranging from Melanie\u2019s go-to travel destination, her favorite podcasts and how she describes her job to a child.&nbsp;\u201cI help brands tell stories, connect with people, and build and maintain a positive reputation,\u201d says Melanie on the latter. \u201cWhat I love most are the clients and media relationships that we build, and the opportunity in my role to coach and encourage our colleagues to find their voice and passion and figure out how to shape, visualize, influence and secure the stories that we tell for brands.\u201d&nbsp;Give \u201cRed Sky Fuel for Thought\u201d a listen, and subscribe to the show on&nbsp;<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/red-sky-fuel-for-thought\/id1533908731\" target=\"_blank\" rel=\"noreferrer noopener\">iTunes<\/a>,&nbsp;<a href=\"https:\/\/open.spotify.com\/episode\/7po6bDyMlZGcdgMRJ3Z88W?si=7M11ldb-SNC_IgFv9ZtqBA\" target=\"_blank\" rel=\"noreferrer noopener\">Spotify<\/a>&nbsp;or your favorite podcasting app. Don\u2019t forget to rate and review to help more people find us!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6f02d227 e-flex e-con-boxed e-con e-parent\" data-id=\"6f02d227\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-72d2684c elementor-widget elementor-widget-global elementor-global-7666 elementor-widget-heading\" data-id=\"72d2684c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our insights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a2690da elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-7669 elementor-widget-loop-grid\" data-id=\"1a2690da\" data-element_type=\"widget\" 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0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4096a592 e-flex e-con-boxed e-con e-parent\" data-id=\"4096a592\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-1c60fe9b e-con-full e-flex e-con e-child\" data-id=\"1c60fe9b\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-34671750 elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"34671750\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-efe538a elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"efe538a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" 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