Writing is thinking

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.

Questioning the obvious

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?