And if you're trying to be a copywriter as well as doing your real job, you'll know by now that it's not as easy as it looks. A copywriter is an advocate: someone who, like a lawyer, can take a brief and present a case on behalf of a client. A copywriter is also an actor: someone who can put themselves into the shoes of your target audience and understand how they think, speak and behave.
And, of course, a copywriter is a communicator: someone who can help to make sure that your message gets across to the right people, using the right tone of voice in order to generate the right response. This applies to whatever form of communication you need to create. Websites, advertising, direct marketing, company presentations, events and exhibitions, training manuals, video scripts, TV and radio commercials, brochures, leaflets.
And, of course, a copywriter is a communicator: someone who can help to make sure that your message gets across to the right people, using the right tone of voice in order to generate the right response. This applies to whatever form of communication you need to create. Websites, advertising, direct marketing, company presentations, events and exhibitions, training manuals, video scripts, TV and radio commercials, brochures, leaflets.
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Where do the great creative ideas for advertising or websites or exhibition themes come from? I can tell you that "a committee" is low on the list of answers. Although a great idea doesn't care who has it, some people spend most of their lives thinking of creative ideas for a living. Designers, art directors, copywriters.
Sometimes, you can be so close to a problem that it's difficult to think 'outside the box'. As a creative copywriter, I've worked with companies who need a catalyst to spark their ideas, to explore different potential strategies and define their objectives. The job may be finding a name for a new company, product or service.
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Lyn James
Nov 04, 2017
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