For me, great copywriting isn’t about creativity – it is all about the business.

There are lots of people who can write but getting under the skin of a business and capturing its personality takes more skill. Good copywriting talks about the business in a way that grabs attention. That gets people to act.

I’ve spent over a decade in consultancy. And in this time I’ve worked with businesses in lots of different sectors.  I’ve also worked with start-ups through to publicly listed companies. What does this mean? Well it gives me the experience and confidence to produce not just words, but also the thinking behind them. Here’s how I work:

Research

Good copywriting starts with research. For example:

  • If I don’t understand your business, I can’t write about you properly.
  • If I don’t know enough about your industry, I can’t set you apart from the competition.
  • If I don’t know who you want to reach, I can’t write in a language they understand.
  • If I don’t understand your offer, I can’t sell it to others.

You probably get the picture by now. I have been called nosey many times. But really it is just about doing the best job I can. You can help me on my quest for knowledge by briefing me in as much detail as you can.

Plan

Once I’ve really got to grips with your business, your industry, your clients and prospects, I set out a plan. Along with tone of voice, it covers the following:

  • What am I writing about?
  • Why am I writing it?
  • Who am I writing for?
  • What do I want my copywriting to achieve?

And I find the best way to plan my writing is by going back to basics. I grab a piece of paper, a pencil and a few highlighter pens, move away from the computer and get scribbling.

Write

Once I have done my thinking, the copywriting can start. And whilst I am writing, you can be enjoying time with your family; ticking things off your to-do-list; training for a marathon; sipping coffee overlooking the sea; planning your holidays etc.

Review

Before anyone gets their copy it has been read and re-read several times over. And it isn’t just about checking for spelling mistakes and grammar. This is where I check that the copy talks about the business effectively. That it resonates with the audiences. That it delivers what you need.

After all this, I’ll share my copywriting with you. We can chat it all through so you understand my thinking. Then you go away, have a read and come back smiling. Of course I’ll tweak the copy if you would like some changes. And once all this is done, you’ll have some great quality words all ready to help you grow your business.

If you have a copywriting project you’d like to talk about, drop co-writer an email or call Josie Fitzhugh on 021 121 9482.

 


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