If you brief me at the same time as your design agency, I’ll be…
Perfectly placed to contribute to the creative discussion and tease out unexplored benefits of your offer. Think wood and trees!
WORDS BEFORE DESIGN?
If the words are well-developed, it will…
Give your agency ideas that bounce the creative up a notch or two.
Avoid the need to cut or rewrite approved copy at the last minute.
I’ll take your audience to the point where they’re ready to surrender to your marketing charms, by…
Answering their key questions up front: ‘What is it?’ ‘Is it for me?’ ‘What’s in it for me?’
Making it easy for them to drill down to the detail they want, via your headings and subheadings.
Keeping your sentences and paragraphs short (and sweet), while leading them from one point to the next in a logical manner.
Closing with a strong call to action.
KEEPING IT REAL
Content that reads and sounds more like people speak achieves the best results.
Which is why my preferred copywriting style is friendly and informal, without being over-familiar or too colloquial.
Where required, that includes the use of…
Contractions to create a smoother read.
Split infinitives to add emphasis.
Analogies to explain complexity.
And metaphors to make intriguing comparisons.