Why everyone’s (not) a copywriter and why it matters
Most marketers will recall an occasion where a great deal of time and effort went into perfecting the brand and proposition, only for the copy to be treated as an afterthought. If it takes multiple amends to perfect your logo, where’s the sense in disregarding the words at the heart of your message? Like a casually thrown grenade, neglecting to use a professional copywriter has wreaked carnage on many a campaign.
Equipping your most eloquent member of staff with a thesaurus simply doesn’t cut it. Crimes against copy don’t begin and end with poor literacy skills. There’s copy that’s dishwater dull. Uninteresting and uninterested copy. Poorly constructed copy, that’s even more poorly conceived. And copy that says everything rather than the one thing that matters. Most offences are at the very least counterproductive. At worst, they can inflict long term collateral damage.
But what if your business can’t afford a full-time copywriter?
1) Commission a professional to work on key brand assets, tone of voice and messaging. That way, your in-house writer is passed a baton they have a chance of running with.
2) Maintain consistency. Make sure whoever is continuing your copy can execute the tone of voice that has been established by the professional, across all mediums.
3) Ensure copy is identifiable as the voice of the business. How a brand or product is described should ingrain itself within a consumer’s psyche.
4) Edit tirelessly, ensuring ideas evolve rather than repeat. Find more concise ways of saying things, leaving room for some brand expression too.
5) Don’t bluster around less attractive areas of your offering. If it needs saying, rise to the occasion. If it doesn’t need saying, don’t mention it at all.