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.
|
