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Frequently Asked Questions About Copywriting
Q. What is copywriting?
Copywriting is the applied art of writing advertising materials which explain or describe the product, service, or event in a unique, memorable way to invite or motivate the audience to take action to buy or use the product.
Q. Who uses copywriters?Any company or person wishing to advertise or publicize their product, service, or event can get better results using a copywriter.
Q. What do copywriters write?Copywriters usually first develop a concept or theme which they use throughout the copy for the client, no matter what media. This strengthens the continuity of the client's message. The message then is applied in ads for print, radio or television, brochures, corporate profiles and other corporate communications, PowerPoint presentations, product packages or inserts, video scripts, press releases, slogans, and the text for websites.
Q. How do copywriters write?
Copywriters are like "commercial poets." They combine words in clever combinations that make people pay attention; they use cultural metaphors that are unique to a language or nation; they synthesize boring facts with exciting adverbs and adjectives to make for spicy, interesting, entertaining reading. They usually try to pack the power into just a few words, so the audience "gets the idea" in a flash. Copywriting is often not grammatically correct and copywriters enjoy making up new words.
Q. Does a copywriter work alone?
Usually the "copy" (the text the copywriter creates) will be used in some other medium such as print; therefore, copywriters typically work alongside graphic artists.
Q. How can a copywriter understand my company in a short visit?
A typical briefing is between one and two hours. The copywriter relies on the client to explain the product, service, or event. The copywriter will ask about competitors and market forces; what are the disadvantages and what are the benefits of the product to be advertised; who is the market; why is this product the "best"—in short, the copywriter relies on the client's information to help define the "competitive edge." Based on that information, the copywriter goes to work. The copywriter doesn't need to understand everything about a product, service, or event, but the copywriter needs to know the selling points and how they compare with those of competitors.
Q. Who comes first—the graphic artist or the copywriter?
Usually the copywriter synthesizes the vast information about the company into a few sentences and often the copywriter does the first draft of the work before the graphic artist is involved. The graphic artist works with images—the copy should compliment the artwork. However, it depends on your company's preference and experience and the type of work at hand.
Q. What if I write my own copy?
You can try. One of the valuable aspects of having a copywriter work with you is that the copywriter is completely objective about your product, service, or event. Although almost everyone has some writing skill, copywriting is a profession unto itself. It can be very useful to you and to your copywriter if you make a summary of messages you'd like to convey to your audience and if you prepare a package of background materials about the company/product for your writer.
Q. What is the process?
On a small job, the copywriter takes material your company has prepared and simply enhances the work by rewriting it based on a telephone interview with you.
On a larger job—for instance, a corporate brochure—the copywriter comes to your location, tours the plant, interviews you about your company's position in the market, company image, advantages/disadvantages of the product, goals, and communications problems. The copywriter tries to define the specific objective of this writing job (i.e., to reach a new market, to introduce a new product, to overcome a public relations disaster).
After the briefing, the copywriter goes "into seclusion"* and within a few days to a week, you will receive a "first draft."
*Copywriting is not about writing—it is about thinking.
Q. After the first draft—then what?
The "first draft" is a communications tool between you and the copywriter (and perhaps the graphic artist). Once there is a concept in place on paper, and some words, you and your copywriter can see if you understand each other. Sometimes the first draft is off-the-mark, but this helps the two of you to define the correct direction. If so, a different concept is developed.
Usually the first draft is close to what you want to say. You and the copywriter discuss the tone, the style, and the intended meaning. The copywriter will make changes accordingly. Of course, there usually are several facts that need to be checked and that is the responsibility of the client.
Usually the material returns to the writer for a second draft, then back to you for final revisions, and back to the writer for a "polish." Upon approval of the copy, the graphic artist or other media creator can work with the text. The copywriter's job is over, unless there is a need for a final proofreading of a layout before the item goes to press. (Note: This is a good idea when working in an English-as-a-Second-Language market.)
Q. How do I know if the copy is good?
How does it make you feel?
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