Copywriting Isn’t Just Writing

July 17th 2019       Sally Ormond      
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Copywriters (most of them) don’t just write. They are multitalented, creative individuals who don’t only produce superb content, but also other valuable expertise.  

Let me explain. 

Creativity is more than writing

One of my recent projects involved working with a global risk management insurance brokerage and advisory company to look at their internal information portal a tad outside the usual remit for a professional copywriter. 

However, they correctly identified that my attention to detail and creative thinking was exactly what they needed to help them revamp this valuable resource. 

What was supposed to be an indispensable information bank for all staff members, had morphed into a ‘dumping ground’ for emails and random documents. With no version management in place, it’s impossible to tell what information is current. 

After seeing it for myself, I conducted interviews with various staff members in different geographical locations to find out, first hand, how the resource was being used. 

Unsurprisingly, the feedback showed it was seen as unwieldy and difficult to use. It was impossible to work out whether the information it contained was up to date and it was easier to go and ask the section head for advice rather than look it up.

My report concluded that there were several phases of work to undertake:

Taking my external view of the company, I have now created a plan of action for the client to follow that runs concurrently with the design of new templates and creation of new content. 

Creativity and clarity

Although you may initially think this is a job for a large consultancy, think again. 

As a copywriter I have the insight to understand what the end-user wants (in this case the company’s staff). 

As a writer I appreciate the clarity simple writing brings to complex ideas. I also understand how important aesthetics are when it comes to increasing understanding.

As an outsider I can see how the processes can be improved to make sure the information library remains current. 

And all of that comes with a smaller price tag than the large consultancies. 

You see, there’s so much more to copywriting than you would think. 

Working with numerous companies, we pick up a lot of information and ideas that can be used to enhance future projects. 

So next time you have a project that involves more than just writing content, have a chat with your copywriter first. 

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