Good copywriting requires a different approach depending on the medium.

Brochures
Brochures are your silent salesmen. They need to present the most compelling benefits in the most engaging way. Structure is important: what content in what order. There should be logical flow. You'll probably need:

• headlines that convey key messages
• summary paragraphs for those in a hurry
• clear bodycopy in the brand's tone of voice

Direct marketing

Sales letters are from an individual to an individual so they require personality to engage. They are like a conversation where the writer anticipates the interests and objections of the recipient and leads them to the only logical response - to respond. More. Sample.

Websites
People visit sites for information. To help them, make your copy:

• concise
• scannable
• objective

So avoid marketing speak and puff. Copy should get to the point. Each page needs to stand alone so it makes sense if people arrive at it first. See this research paper on the best writing style for the web. Sample.

Internal communications

Honesty is all. Explain the 'why' and people will support you. More.

Tone of voice

You can use language to differentiate some brands, especially consumer brands with distinctive personalities. For the majority of brands, the challenge is to achieve an appropriate tone for the brand and market. More.

Names

Names should be evocative, distinctive and memorable. Don't make them describe what you do. Your brand will become generic.

Straplines

The essence of your brand that never changes. If your brand hasn't got a clear essence, don't have a strapline.

Speeches

Have something to say. Write as you'd speak. Show consideration for your audience by making it clear what you're going to cover and keeping it brief. Reward their attention with insights and humour. Yes, use rhetorical devices but not too often - people notice and may find you insincere. Don't adlib unless you're a natural.

Training in-house writers

Make it bespoke to the needs of the writers and the brand. Make it fun. Have lots of practice exercises. Offer practical tips that can be followed easily. More.

Presentations and pitches

Decide an angle and refer everything back to it. It will give your presentation focus, be easier to follow and will be remembered.

Newsletters

Contain news people are interested in and useful information.

Advertising

Attention - flag the right people down by making sure it's clear what the product is. If it's obvious, you might intrigue them with a concept. Interest them with a highly relevant incentive or key benefit. Build desire with more benefits supported by evidence. Counter objections. If you're selling, end with a call to action.