Copy Writer
Here are a few thoughts on the role and work of
a copy writer. To learn more about our services, please see Copywriting
for Marketing and Web.
By Jim Freeman
Copywriting is like art or music--we may not know how to draw
or compose, but we sure know when we see or hear something
we like.
That's the essence of good copywriting; to show something likeable
to a target audience.
Which may be as uncomplicated as a press-release for your business
or text for an upcoming article in a particular trade journal.
Possibly an entire web site or an ongoing oversight of outgoing
corporate documents. Either way, it's promotion that
comfortably rides the wave of current culture. Getting that right is what we
are all about. To persuade is to have the confidence
of the audience.
When done correctly, confidence delivers the perfect message in
the perfect words.
In our practice, we come across promotional material constantly.
That's our job and it gives us a special overview, a naive picture
of your company as others see it, warts and all. Particularly in translated
materials,
who
hasn't their favorite story about . . .
- the botched (but hilarious) restaurant menu
- modifiers inelegantly showing up on the
wrong sides of verbs or nouns
- run-on sentences that mystify foreigners (who happen to be
your target clients)
- inconsistent tenses
Favorite stories are fun to tell, as long as they're about someone
else. But they're company disasters, when told about your company
or institution behind a grin or a wink. The most competent organization in
its native language,
occasionally
comes across as only borderline adequate in another. And who hasn't
their own tale to tell about an exotic 'Flash' web site
that doesn't navigate properly or treats an inquiry like a package
delivery. Many companies support a vice-presidency in charge
of getting new
business,
yet have
an 'info@' link on their web site.
I am not 'info.' I am a prospective client. Effective copywriting
begins with looking at your business (whether scientific, retail,
corporate
or educational) from the outside.
After all,
that's where your audience (and your next big account) actually
is.
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