Why copywriting is like decorating

paintLike a painter choosing the right paint, a copywriter has to choose the right words.

But there’s more to it than that.

I put it in a lot of effort upfront to get a good brief, so that I can do a great job. It’s a bit like decorating a property – the secret of a fabulous finished product is all in the preparation.

It’s tricky to give even a ballpark figure until we have an initial discussion.

A quick conversation would therefore be really useful for both of us – for me to understand exactly what you’re looking for, and for you to get an idea about how I work and the value I can bring.

These are some of the issues we’d explore: (more…)

A few words about the word ‘strong’

StrongGood copywriters justify every word they use.

Every. Single. One.

As you may know, I started my copywriting career in the catalogue industry, where every inch of space cost money, and each word had to battle for its place on the page.

(Yes, I said ‘inch’. Because that’s how old I am.)

Here are some thoughts about just one word.

Strong.

A job ad for a manager might well include a request for ‘strong leadership skills’.

At a time when gender equality is back at the top of the agenda (and rightly so), the problem is that the word ‘strong’ can be perceived as a male word, and so filter out female applicants. (more…)