Close the blinds and take the phone off the hook – what I am about to tell you will revolutionise your business.
Time is one of the most precious commodities of the modern day.
As a copywriter, I am constantly asked what exactly it is that I do. I could go on and on about writing web copy, press releases, newsletters, sales letters, reviews, brochures…..dozed off yet? Exactly, it’s not the most glamorous job in the world.
Instead I tell people that by far the most important aspect of my profession is that I save you time.
Whether running your own business or working for someone else, time is important. There are never enough minutes in the day to get everything done. Shall I tell you why? You are trying to do too much.
The key to success is to surround yourself with people smarter than you in their field of expertise. Let go of some of the work so you can generate and explore new ideas. A copywriter will help you with that. Not only will they write cracking copy, they can also use their creativity to help devise new and innovative ideas.
Copywriting is a highly specialised area demanding specific skills, knowledge and a certain type of personality and therefore a position you would want to fill from outside your company. A professional freelance copywriter will bring fresh ideas and create vibrant copy that will get your company noticed. Don’t get bogged down searching for one with experience within your industry sector – ignorance is the most valuable commodity a copywriter can bring. Their writing will not be dull or a regurgitation of your industry norm.
Copywriting isn’t and should not be thought of as another expense. It is an investment. Put your resources into this aspect of your business and you’ll reap the rewards.
Sally Ormond
Briar Copywriting
Time is one of the most precious commodities of the modern day.
As a copywriter, I am constantly asked what exactly it is that I do. I could go on and on about writing web copy, press releases, newsletters, sales letters, reviews, brochures…..dozed off yet? Exactly, it’s not the most glamorous job in the world.
Instead I tell people that by far the most important aspect of my profession is that I save you time.
Whether running your own business or working for someone else, time is important. There are never enough minutes in the day to get everything done. Shall I tell you why? You are trying to do too much.
The key to success is to surround yourself with people smarter than you in their field of expertise. Let go of some of the work so you can generate and explore new ideas. A copywriter will help you with that. Not only will they write cracking copy, they can also use their creativity to help devise new and innovative ideas.
Copywriting is a highly specialised area demanding specific skills, knowledge and a certain type of personality and therefore a position you would want to fill from outside your company. A professional freelance copywriter will bring fresh ideas and create vibrant copy that will get your company noticed. Don’t get bogged down searching for one with experience within your industry sector – ignorance is the most valuable commodity a copywriter can bring. Their writing will not be dull or a regurgitation of your industry norm.
Copywriting isn’t and should not be thought of as another expense. It is an investment. Put your resources into this aspect of your business and you’ll reap the rewards.
Sally Ormond
Briar Copywriting
Why Humorous Copy Doesn't Always Work
Posted 31-01-2012 at 03:21 PM by Briar Copywriting
This is going to be short and sweet, but what do you reckon?
Should your copywriting be humorous?
Is there a place for it?
Well, before you can answer that you really need to think about your brand.
You’ve worked long and hard to create a particular image, so before you decide to use a touch of humour in your next marketing campaign, ask yourself the following questions:
1. Is it really funny?
Perfecting a humorous campaign takes time. But you do have to remember that not everyone finds the same stuff funny.
Just because you’re humour makes you roll on the floor laughing, it doesn’t necessarily mean it will have that effect on everyone.
2. Oops
Not only do you run the risk of creating something that, for many, is not funny, but you could also end up causing offence.
Poking fun at certain people could land you in an awful lot of hot water.
3. Kill not cure
As I mentioned earlier, you have taken a lot of time and energy getting your brand’s image just right. If you’ve spent time and money creating something that’s renowned for its quality, seriousness and soberness and then put out an ‘amusing’ marketing campaign, you could turn off a lot of people very quickly.
The moral is…
At the end of the day, it’s a brave marketer that goes for the humour angle on a whim.
Make sure you look at your brand, your product and your audience before you start thinking comedy. After all, you want your customers to be laughing with you, not at you.
Should your copywriting be humorous?
Is there a place for it?
Well, before you can answer that you really need to think about your brand.
You’ve worked long and hard to create a particular image, so before you decide to use a touch of humour in your next marketing campaign, ask yourself the following questions:
1. Is it really funny?
Perfecting a humorous campaign takes time. But you do have to remember that not everyone finds the same stuff funny.
Just because you’re humour makes you roll on the floor laughing, it doesn’t necessarily mean it will have that effect on everyone.
2. Oops
Not only do you run the risk of creating something that, for many, is not funny, but you could also end up causing offence.
Poking fun at certain people could land you in an awful lot of hot water.
3. Kill not cure
As I mentioned earlier, you have taken a lot of time and energy getting your brand’s image just right. If you’ve spent time and money creating something that’s renowned for its quality, seriousness and soberness and then put out an ‘amusing’ marketing campaign, you could turn off a lot of people very quickly.
The moral is…
At the end of the day, it’s a brave marketer that goes for the humour angle on a whim.
Make sure you look at your brand, your product and your audience before you start thinking comedy. After all, you want your customers to be laughing with you, not at you.
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