Updates. Ideas. Rants. Techniques. Opinions. Blog.

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A Copywriter Doesn’t Always Sell Things

It’s here again. It’s almost Christmas. And there are things everywhere.

Things to eat. Things to do. Things to wrap. 

As you’d imagine, I’ve written copy to sell a huge range of things over the course of the year – from cars to milk.

But many of my most memorable projects in 2017 haven’t been about selling things at all.

They’ve been about selling ideas.

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Why Microsoft’s Copywriters Need To Be Better Liars

Empathy’s a powerful tool.

But it’s frustrating when it’s not used intelligently. You find that frustrating, don’t you? I know how you feel.

I’ve worked on lots of copywriting projects which demanded a touch of sympathy. A friendly voice that understands your financial predicament, or shows the warmth of a family GP.

Of course, empathy isn’t always real. It’s slight of hand, a trick we use to make copy connect with people. In short, it’s one of the irresistible lies we tell.

But, as I found out when dealing with Microsoft’s Live Support, some people aren’t very good liars.

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Freelance Copywriter Interview

As a freelance copywriter, I often need to explain exactly what I’m selling.
More often than not, the answer is incredibly simple – I’m selling me.

If you’d be interested to find out more about the man you get for your money when you contact me for copywriting services, I’ve recently been featured over at the Pro Copywriters Network. The interview covers how I got started as a freelance copywriter, what kind of work I do, and an insight into my outlook on creating great copy.

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2012 Summer Sports Related Copywriting Post

I don’t know if you’ve heard, but there is a large International sports competition about to start in England’s capital. And they’re being fiercely protective of their brand.

So, here I am, writing the blog post without using the word. Can I even say sports? I’ll take the risk.

In a world where people pay for an event and the related facilities through their taxes but still can’t reap the benefits, I’ve been thinking about how timely copywriting should be. Is it important that copywriting is always relevant to world events, or does timeless copy come from a more distanced perspective?

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Copywriter, Wear Some Trousers

Why is that every so many freelance copywriters are obsessed with their pants?

I’m joking, of course. It’s not just pants. It’s pyjamas, dressing gowns, and every kind of clothing there is.

They talk about their copywriting services – I’m with them. They mention some existing clients – I’m still there.

And then…

“The best thing is that I get to write in my pants!”

…and I’m out.

I’ve literally seen this on dozens of copywriters’ websites. I can’t help but wonder who these people are trying to be.

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Bad Copywriting Kills Brands

For all of the insults levied against the advertising industry over time, there are few copywriters that would like to be known as killers.

It’s just not a great reputation to bring to the world of marketing!

But bad copywriting is like the lethal injection for a brand. Whether it happens quickly and painlessly or over the course of several months, substandard copywriting sucks the life from an organisation until there is nothing left to see.

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