When you are writing copy, think of yourself as an agent or representative - after all, you are. You're representing your agency, and writing on their behalf, helping to address the needs of your audience. You are also a representative of the Commonwealth both personally and professionally. And so, by thinking of yourself as such, and writing in the voice of a helpful, knowledgeable, and solution-oriented agent, you will be successful.
First, let's take a look at the definition of an agent, straight out of the dictionary:
a·gent
[ˈāj(ə)nt]
noun
noun: agent; plural noun: agents
- a person who acts on behalf of another person or group.
- a person or company that provides a particular service, typically one that involves organizing transactions between two other parties.
- a person or thing that takes an active role or produces a specified effect.
And, here’s a great example of what the informed and helpful agent sounds like, when written properly, in context. You’ll notice that it’s friendly, positive, simple, and anyone can read and understand it.
CHIP (Children’s Health Insurance Program) is there for your kids with quality, comprehensive health insurance coverage for routine doctor visits, prescriptions, dental, eye care, including immunizations, mental health benefits, and more.
For most families, it's free. Families with incomes above the free CHIP limits will pay low monthly premiums and co-pays for some services.
You'll have a choice of major insurance companies with networks of physicians, specialists, and care facilities near you. Your kids may even be able to keep visiting the same doctors they see today.
Tips for writing like a helpful and informed agent
The goal is to establish and maintain trust with your reader. Here are a few ways you can achieve that:
- Give it a human touch
- Be consistent and direct
- Focus on solutions
- Provide resources
- Keep the language clear and simple
- Answer questions you predict your reader may have
- Remain positive