How to write a copywriting brief that gets you the results you need

There are two kinds of copywriters out there. One type will interview you and get you really thinking about your product or service offering, your target customers, and what they really want as opposed to what you think they should buy from you.

How to brief a copywriter

Make sure the briefs you give to a copywriter result in the right content.

This leads to a marketing communications brief that is bang on target and will produce an excellent result across all media. This type of copywriter tends to be experienced, skilled, very, very good at the job, but expensive.

Many SME businesses can’t or won’t pay for this level of professionalism. To quote a very-swiftly-dumped-ex-client of mine, “HOW MUCH? Just for a little bit of wording?” [Read more…]

What is the role in modern business for the traditional advertising copywriter?

Much as we’re talking about business writers, bloggers, content writers etc., etc. at the moment you really can’t deny the key role that the copywriter – advertising writer – has played and is still playing in the business communication industry.

What is the role in modern business for the traditional advertising copywriter?

This is one of the most famous press ads ever, written by the late David Ogilvy who was a legendary copywriter. The headline goes straight to the potential buyer’s “what’s in it for me” in a subtle yet powerful way. Needless to say it sold a lot of Rolls Royces.

[Read more…]

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