Copywriting becomes cool skill to have. But althouh so many people talks about it – it’s still a problematic thing to do correctly.
Many times copywriting is underestimated. In Poland for example, copywriting is seen as a cheap freelancing task, something you can do to make extra money if you are a student. Nothing really valuable, low paid granted.
“Copywriter” covers a multitude of different roles, from professionals who manage company social media to classic ad agency types who sit with managers and come up with campaigns.
This is what I lerned about copywriting:
- Copywriting is not only about words.
Words are only half of what a copywriter does. Copywriter needs to consider how their work will play with visual communication.
It’s also not about the number of words, keywords included or SEO friendly title.
- Good copywriting is not about good grammar.
Copywriting isn’t about following the rules of grammar. I often write and if it sounds like someone talking, then it works. If I start the sentence with the wrong word or make a misspell. Well, point it out if this will make you feel good. For me, it doesn’t make a big difference. And some good marketing campaigns (even Apple’s) was started with some incorrections.
- You don’t need a training/degree to be a good copywriter
Anyone can declare that they’re a copywriter. So many people try to distinguish themselves by finishing courses, getting a degree. Many agencies require formal education from prospective copywriters – it’s useless. I know many copywriters with a great education and horrible results. Reading their text is so painful that you don’t even know how to prepare for that. But hey – they have a degree!
- Defining a distinctive tone is a key
Every brand should find a technique no one has seen before (visual, verbal, structural approach). Using words in a completely new way. Some ideas, very simple in their core, get people to read to the end.
TIP: Create an original tone of voice. play with: tone, vocabulary, context and subject matter. Keep it fresh and interesting. Funny, intriguing – make it work in your favour.
The aim is to make brands distinctive. Ideally, every brand I work on will have its own vocabulary, way of thinking and way of talking.
- Don’t fear the blank page.
The blank page is the wonderful, glorious, exciting bit at the beginning when anything is possible. This is what I truly love.
I like to work with the blank page just before a briefing with the Client because at that moment the blank page is a boundless playground I play in with no Client, brand guidelines or any budget restrictions.
If you need a copywriting advice, call me. It’s up to you 😉