what is a copywriter?

As much as this freaks me out, it’s true. Some people don’t know what a copywriter is. Some people think I’m a ‘copyrighter’ – which I’m not. Not knowing what a copywriter is, means that they likely have no idea what it would be like to use one or how. So in this post, I’ll tell you what a copywriter is. Then, on Monday, I’ll tell you how to work with one. Sound good? Okay, here we go.

1. A copywriter, or ‘officially’ a freelance commercial copywriter, is someone who writes words, content, copy, text for companies, businesses, individuals.

2. Commercial copywriters, like myself, generally write content for marketing materials such as: websites, blogs, advertisements, brochures, sell sheets, annual reports, articles, sales letters, direct mail and the like.

3. Copywriters get paid for this work – some handsomely, some not so much – by the hour or by the project.

4. Some copywriters like to work collaboratively with designers, marketing directors, printers, etc. While others prefer to work alone.

5. A copywriter is different from a freelance journalist in that a freelance journalist writes for newspapers, magazines and web journals/zines while a copywriter writes content for see #2 above. The only similarities are that we both write, and we both wait around to be paid by busy people not thinking about us all day long like we think about them.

6. Copywriters are great tools for businesses because they lend a fresh perspective to your message and because dentists are good at teeth, realtors are good at real estate and writers are good at writing. It is always best to stick to your expertise and let the other experts take care of the other business.

7. Copywriters can focus on specific industries or work as generalists. Either way, a good copywriter should be able to change their writing style, tone, rhythm, personality to match their client’s message and identity. Acting provides a great example here: think of Dustin Hoffman in Tootsie, then think of Dustin Hoffman in Rainman. Capiche?

8. From what I hear, good copywriters (who do good work on time) are hard to find…the profession is not quite as popular as graphic design or web design – hence the raison d’etre for this article.

See you Monday…have a great weekend.

Filed under Critical Copywriting | Tags: blog, Blogging, brochure, content, copywriter, copywriting, Julie Roads, marketing collateral, marketing content, web content, website content, Writing Roads | Comment (0)

like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)

Here we go with Part 2…and if you missed the part 1 and don’t care to scroll down and read it. I’m talking about why you need to like your marketing collateral…and how to make sure that happens.

1. Content. Message. Words. Make sure that what your website, blog, ads, etc. say really reflect your personality, passion, mission, world view. If you know what you want to say, but have no idea how to say it or write it, hire a professional copywriter. This is a smart idea – a good marketing writer will make this easy and right.

2. Design. Look. First Impression. If you are into French Impressionism, your brochure shouldn’t look like something from the Ming Dynasty. If you are a CPA, your website shouldn’t look like a poet’s. Love the colors, love the flow, love the photos (even of yourself). Create materials that you are attracted to and pull people that will be intrigued by your work. Unless you are a graphic designer, hire someone to do this for you. Yes, it is obvious when you do it yourself on Microsoft Publisher. Believe me, once upon a time, I tried that myself.

3. Be Yourself. Be Unique. That said, it is important to look around. What other material do you like, what can’t you stand. And where are you in all of this. If you don’t know your style, define yourself in comparison to others. Then, take risks and put yourself into your marketing materials – the right people will respond.

4. Cohesive Branding. At one point, I switched my brand – piecemeal. And it wasn’t pretty. I loved my new site, but my brochure and business card didn’t match. Do it all at once. The reality of having everything match actually makes it all look better. Think about this. A room filled with mismatched colors, patterns, furniture and decades looks shabby, no matter how new or well-kept. But a room filled with only stainless steel and plaid looks streamlined, clean and spotless – no matter how ugly it is.

5. User-Friendly. Everyone should be able to read and understand your marketing materials. They should also be easy to use – the UI, or user interface, must be geared towards all people. Finally, each piece needs to work – no one should have to struggle or meet frustration while trying to learn about you and your business. Fact: user-friendly doesn’t mean dumb it down, it means user-friendly.

6. Less is More. This is for you and for your customers. For you: create only the materials you need, spend good money on a few stellar collateral pieces, or even just one…you can build more later. Don’t spend a lot of money on many, shoddy bells and whistles. For your customers: people are moving faster and faster, they want to get in and get out. Provide them with the goods right away. If they need more information, they will come and get it. Know that when they see your card or site, they are going to get exactly what they need.

7. Believe. This is essentially how I started this whole thing. When you believe in what you’re doing, in your self and in your work, it will come through in your marketing materials and the way you deliver them. You have final say. Do these materials reflect you accurately? Will you feel secure, even proud, to hand them out? When the answers are yes, go forth and disseminate.

Filed under How To, Marketing, The Business | Tags: Blogging, brochure copywriting, copywriter, copywriting, Julie Roads, Marketing, marketing collateral, marketing materials, web content, Writing Roads | Comment (0)

like your marketing collateral, part 1 (where we discuss what you need)

Enthusiasm, confidence and positive energy are contagious. That self-assured, happy person is who I want to be around – and it’s certainly who I want to work with. I can’t speak for you, but I don’t like working with depressed people who don’t really like what they do.

If you don’t like your marketing collateral, or even worse, if you are embarrassed by it, your sheepishness, your lack of aplomb and your general un-excitement will shine through and reflect on your business. When you tentatively hand over your business card or make excuses that your brochure is being redone or have to explain that soon your website will match the rest of your brand – it’s not so good. Potential clients may perceive your hesitation as a lack of interest in their product or service; they may perceive it as unprofessional.

But, before we can even begin talking about creating marketing collateral that you like, I think it is important to name which marketing pieces you should have. Here are the essentials according to moi:

1. Business Card. Make it double-sided. This card is important real estate – list services, benefits, testimonials, etc. on the back. Until there is a way for us to simply touch cell phones and have contact info instantly transferred, this is your contact vehicle.

2. Website. Websites are for people today what brochures were to people in the 90′s and earlier – only better. A web presence gives you a global presence, it gives the everyone total convenience and accessibility. Also, from the most basic to the supa-dupah, websites offer update-able (yes, I’m making up spelling) information, the opportunity for interaction, immediate communication and the wow factor.

3. Blog. If you didn’t know I was going to say that, then shame on you. Blogs are the ultimate marketing tool. You can have an ongoing conversation with your target market, find out just what your target market wants and add an infinite amount of information, value and integrity to your website, brand, reputation. Blog posts are everlasting advertisements for your business. And with keywords and search engines, they deliver qualified traffic (ie. people who are looking for you exactly) to your door blog.

4. Brochure. Not a bad idea. Some people do like to have something they can hold in their hands…and they don’t even seem to worry about the strain on the environment. Did I say that? Whoo, am I opinionated today.

Of course, this list is very basic. Depending on the organization, product, service or industry, this list could lengthen or shorten at will to include info or press packets, premiums, sell sheets, e-commerce stores, (highly targeted) direct mail and on and on.

UP NEXT: like your marketing collateral, part 2 (where we discuss how and what you’ve gotta do)…

Filed under Marketing, The Business | Tags: blog, brochure, copywriter, copywriting, direct mail, Juile Roads, Marketing, marketing collateral, marketing plan, sell sheets, website, Writing Roads | Comments (2)