Where are all the good copywriters?
If you've been assigning writing projects in-house, hiring freelancers or working with an agency, you've likely had that sinking feeling when you open up that Word doc and start to read. All the talking points are there, the features and benefits. You know what you wanted to say, but it’s just not there on the page. So the revision process begins and it seems to go on forever until you realize that wherever the copy's at, it’s got to go out.
Wouldn't it be nice to look forward to reviewing copy?
It can happen. Really. I've been writing since the days of typewriters and carbon paper. And I've learned the secret to creating effective marketing materials that make my clients eager to receive my copy and come back to me again and again.
So what's the secret?
I'm a marketer. Not a reporter.
For some reason, too many copywriters approach the job as a reporter. Show up. Listen to the brief. And regurgitate what you said in fancier words. I don't see that as my job. My job is to help you achieve the results you want from the materials I've been assigned to write, whether it's a brochure or a website, an emailer or a whitepaper. I've done it all. I don't just repeat. I do my research, even before I show up at your office, I think about your company, and what your product or service does. And I help you figure out the right words, the right approach, to get the job done, whether you've said it in your brief or not.