copywriting
How does the copywriting process work?
Here’s a typical process that I might go through with my clients. Of course, every client is different so we pick-and-mix the stages:
- The discovery workshop: I spend time with my clients working out who their audiences are, what the story is and what the most crucial marketing messages are. I place emphasis on working out what the audience need to hear.
- Research: I research the competitors and focus on how the product or service differs from everything else out there.
- Structuring the message and the copy: We agree on the brand, marketing messages, the structure and tone of voice so that I can set to work on the copy.
- Writing the copy: I set to work on the copy and send you a first draft.
- Free modifications: Making amends and proofreading are a healthy, constructive part of the copywriting process. I sometimes collaborate with the designer at this stage to make sure the text looks good in its final form.
What’s the difference between copywriting and normal writing?
- Copywriting is the art and science of writing specifically for marketing services, products, events and ideas
- Copywriting uses very subtle marketing formulae, succinct language and a carefully-chosen tone of voice to appeal to your audience
- Copywriting uses objective, branded language that’s methodically constructed
What are the benefits of having good copy?
- Know how to talk about yourself in a nutshell, be human about it and cut out the waffle
- People will take action once they’ve read your copy
- Save time. Leave the writing to someone else
- Good copywriting is bouyant, keeps people interested and is memorable
- Stand out in a crowd. Play to your strengths and distinguish yourself from competitors
- Feel safe knowing you’re working with someone who’s in touch with information structuring on the web, social media developments, and the latest on SEO
Hey, it’s ok if you want to write your own copy.
It’s understandable that you might want to write your copy yourself, either because you’re close to the project or you haven’t got the budget to hire a copywriter. I work with lots of clients to help them make the most of their copy by:
- Acting as a sounding board, giving training and working out your core messages in a one-to-one workshop
- Making sure you understand your brand, the framework and formulae before you begin to write
- Coming along afterwards and polishing up the copy
Take a look at some examples in the portfolio.