Copywriting used to be synonymous with advertising. While people like David Abbott and David Ogilvy, ‘The Father of Advertising’, were praised like rock stars for their iconic slogans and ad campaigns, those who wrote copy for marketing and business were the stage managers – setting the tone from behind-the-scenes.
While copywriting for marketing and business will never achieve celebrity status – nor should it – the way we say things (tone of voice) and what we say (benefits) has never been more valued. This is probably down to our increasingly diminished attention span and the information overload across all media, particularly the web. But with all these companies vying for our attention, the clarity and impact of our content is vital to attracting new business. This is why today, good freelance copywriters are in such high demand.
The truth is few people can write good copy. Of course there are many skilled writers out there – but copywriting is more than just writing. It’s about the preparation you have to do to understand the brand, product or service you’re trying to communicate the benefits of, before you start typing away. A good freelance copywriter must understand the branding process and be able to get inside the head of a target audience. Otherwise, the content won’t trigger a response and, with one blink, the opportunity will be lost. Read the rest of this entry »»»