Don’t let the job title fool you. When it comes to
copywriting, the actual putting fingers to keyboard bit is probably only one third of
the job. Here’s what we do the rest of the time.
Avoid being a
nodding dog
Some copywriters just smile and do what they’re told,
regardless of whether they think the client’s plans will work or not. This
isn’t just a little cowardly, it’s also a tad unprofessional. Challenging the
brief – or at least ensuring there is a cogent brief – is a huge chunk of the copywriter’s remit.
Don’t worry, we practice what we blog. Recently, a FTSE 100 retailer asked
us to produce a series of posters. Great – we love writing in big letters.
However, it quickly became obvious that there was simply too much information
for this medium. So we suggested some cuts and using a leaflet for the longer
stuff.
Challenging but not obstructive
None of this is an excuse to be difficult or precious about your writing. That reminds me of my favourite copywriter joke:
'How many copywriters does it take to change a light bulb?'
Copywriter: 'F*!& off, I'm not changing anything.'
What are we trying to
achieve?
That’s the first question you need to ask yourself. Quickly followed by:
is this goal realistic? To decide that, you need to figure out where the
audience currently stands. Slip on their size tens. Who are they? What do they think and feel about this thing? And what do
we want them to think, feel and do after they’ve experienced
the communication?