Writing ad copy: How to sell
So far we have covered the briefing meeting, conceptualizing marketing collateral, drafting copy, grabbing the reader's attention, and writing in an engaging style. This week I'll reveal some basic tips to improve the selling power of your copy.
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March 10, 2008, 9:18 AMWriting ad copy: How to talk to your reader
In recent posts, I have provided tips for designers wishing to take on copywriting assignments, in addition to their usual design projects.
So far we have covered the preliminary briefing meeting with the client, what to bear in mind when conceptualizing the general format of your promo item, how to start drafting your copy, and how to grab the reader's attention.
This week we'll look at how to make your body copy engaging.
February 23, 2008, 9:48 AMWriting ad copy: How to grab the reader’s attention
In recent posts, I have provided tips for designers wishing to take on copywriting assignments, in addition to their usual design projects.
So far we have covered the preliminary briefing meeting with the client, what to bear in mind when conceptualizing the general format of your promo item, and how to start drafting your copy.
Now you have written your first draft, your next task is to go over your copy and improve it.
Your aim is to make it attention-grabbing, engaging, persuasive, authoritative, and actionable.
This week we'll look at how you can make your copy and your visuals really stand out to a glancing reader, with material adapted from my e-book 100 Copywriting Tips for Designers
January 30, 2008, 2:38 PMDrafting ad copy: getting started
In recent posts, I have provided tips for designers wishing to take on copywriting assignments, in addition to their usual design projects.
So far we have covered the preliminary briefing meeting with the client, and what to bear in mind when you conceptualize the general format of your promo item.
Now it’s time to sit down and start writing—but where do you start? In this post I suggest some basic procedures for drafting out copy.
December 29, 2007, 6:46 AMConceptualizing ad copy
Happy New Year to all graphics.com readers!
The New Year is a time when many freelance designers take stock, and search for new sources of revenue to add to their service.
Copywriting is a skill you can learn that will really add value to your business, especially if you regularly work in the marketing arena.
Over the next few weeks I'll briefly walk you through the copywriting process, using material adapted from my book 100 Copywriting Tips for Designers.
Last time I discussed how you can prepare for a copywriting assignment by organizing a list of questions to ask your client. Now you've taken the brief, I'll show you how to conceptualize your copy.
December 2, 2007, 1:49 PMPreparing for your first copywriting assignment
Over the next few weeks I’ll be writing advice for those looking to learn basic copywriting in preparation for working on freelance assignments.
From client liaison, to writing, to draft editing, I’ll take you through the copywriting process, using material adapted from my book 100 Copywriting Tips for Designers.
Keep posted to this blog, and you’ll see how easy it is to integrate copywriting into your freelance design service, just as other successful freelancers have done.
November 18, 2007, 4:11 PMWriting for the Web (part 2 of 2)
The unique interactivity of the internet means that 'design' and 'copy' cannot be treated as separate entities, as they often are in print collateral.
That's why many marketing executives and copywriters rely on web-designers to consult, council, and even conceptualize their sites.
Web-designers are called on to ensure the site's functionality fulfils expectations, and to ensure visitors can easily navigate through the site - as well as to execute a design that successfully projects the company's image.
November 3, 2007, 11:58 AMWriting for the Web (part 1 of 2)
Specialize in website design? Nod your head if you have ever found yourself in this situation…
Your client has written the copy – your task is to structure it into a cohesive and attractive website. You’ve learned a thing or two about the user-experience, and you use this knowledge to inform the general layout of the site.
But soon you realize the copy doesn’t fit into the format you envisage. The result: a nice looking site, but a site that doesn’t maximize on potential.
Maybe, just maybe, you could have provided your client with a more effective website had you re-written the copy yourself.
September 9, 2007, 5:10 AMHow to evaluate copy (Part 3 of 3)
When I started as a freelance copywriter, my main breakthrough came via a design agency looking to expand its level of service. Joining forces worked extremely well for me; I got steady work coming in, without needing to promote my services for every new assignment.
It also seemed to work well for my designer, who had big ambitions for his agency. At first, having a copywriter in tow simply meant he could answer “yes” to prospective clients who wanted copy-based input. (As every freelancer knows, the day you refuse a client is often the day you lose a client.)
July 15, 2007, 10:40 AMHow to evaluate copy (Part 2)
Designers who integrate copywriting into their service can expect more lucrative projects and plenty of ongoing work.
Those designers who learn how to write copy can treble their regular income by offering both copy and design themselves (as commentated in The Rise of the Copywriter/Designer)
But most designers with ambitious business plans choose to buddy-up with copywriters, enabling them to pitch for whole projects and outsource the copy when necessary. This is the simplest way for freelance designers and small design agencies to expand their businesses.
If you decide to outsource copy as part of an assignment, you need to be sure the copy you provide your client is the best possible reflection of your service.
In this article we will continue to work through my five pointers for effective evaluation of advertising copy:
1. Ensuring the copy responds to the brief
2. Ensuring the copy is on-message
3. Ensuring the copy sells the product
4. Ensuring the copy is engaging and easy to read
5. Ensuring the copy inspires an eye-catching design
This week, we’ll focus on pointers 2 and 3.
June 17, 2007, 2:39 PMHow to evaluate copy (Part 1)
Freelance designers are increasingly called upon to evaluate copy. Your clients may ask you to 'polish up' copy for their brochure or website during the design process. At other times, you may look to take on entire projects and outsource the copywriting yourself.
If you agree to outsource the concept and copy, you take full responsibility for its quality. It’s therefore vital you oversee the copy process effectively.
June 3, 2007, 11:27 AMHow to brief a copywriter (part 2)
Outsourcing copywriting allows you to present yourself as a full service agency, so you can pitch for more lucrative projects. Success relies upon having a reliable copywriter and being able to provide him or her with an informed brief.
Last week we examined the product-related questions to ask your client in preparation for briefing a copywriter. This week we continue by focusing on the information a copywriter needs in order to understand the target audience, the copy objectives, and the key selling messages.
May 28, 2007, 9:40 AMHow to brief a copywriter (part 1)
Designers are increasingly being asked by their clients to provide copy as well as design. For many freelance designers this signals an opportunity to branch out; to fulfil the dream of providing full marketing agency creative services.
If you decide to go down this route, you need to know how to brief and provide feedback to your copywriter. In the following posts, I will reveal pointers for helping you do this.
April 29, 2007, 7:35 AMCreating client lock-in
If you're an established freelance designer, promoting yourself to new clients may not be your highest-priority marketing activity. Rather, your time may be best spent keeping your service relevant to your existing clients, especially if your current clients offer lucrative on-going projects.
This is the last in a series of articles adapted from the chapter introductions of The Freelance Designer's Self-Marketing Handbook. Here we'll look at reasons why marketing-savvy freelancers constantly adapt their business offer to stay valuable to the people that matter most.
April 9, 2007, 12:53 PMGetting press exposure for your design service
When it comes to marketing your freelance business, the telephone and the internet are likely to play an instrumental part in your overall strategy. But they are not the only media available to you. Newspapers and trade magazines can offer an alternative route to potential clients.
