Things you only know as a... Brand Copywriter
Brand Copywriter,
Charlotte Ferris, 29
Ever wondered what a copywriter really does? We speak to Charlotte, Founder of Media Luxe who lets us in on her top 3 insider scoops on what it means to be a brand copywriter.
THERE’S MORE TO COPYWRITING THAN JUST WRITING
I’ve heard it so many times, ‘I could write that’ or ‘I could do that’ when speaking about what I do, so, just for the record, there really is so much more to copywriting than simply just writing.
To write successfully as a brand, before the pen to paper part actually begins, a copywriter will spend time getting to know the brand, understanding their desired audience, the purpose of the text, researching, researching - more researching. Then, when it comes to working on the words, they’ll create copy that has background and intention, copy that upholds a brand’s tone of voice and personality and of course, copy that is written to sell.
YOU CAN’T ENGAGE EVERYONE
Many brands fail to sell because they try to appeal to everyone when they write. In doing this, you actually don’t attract anyone; your words will feel empty and fail to build that all-important connection between them, the customer and you, the brand.
Spending time really getting to the heart of who it is you need to speak to is so valuable. Of course, you’ll have the basics like age and location, but, you also want to look at what kind of language they resonate with, what they like to do at the weekend, where they shop, travel and so on. By forming a really clear idea of who your customer is, you’ll be able to write with them in mind, ensuring you engage the right people for your products every single time.
SPELLING AND GRAMMAR MATTER, BUT, THERE ARE EXCEPTIONS…
There’s nothing worse than visiting a beautiful website, or reading the copy on a product’s packaging, only to spot a spelling or grammar error. Whilst spelling and grammar are super important, there are a few exceptions depending on your brand.
Copywriting can be incredibly creative and sometimes, it’s okay to break the rules a little bit to get your point across. Take California Milk Processor’s 1993 tagline ‘Got milk?’ – if grammatically correct, this should have read ‘Have you got any milk?’ however, by removing some of the words, it creates a much stronger and more memorable message.
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