23rd November 2009
Once a job has been arranged and commissioned, the freelance copywriter is ready to begin writing. Some freelance copywriters find it easiest to write in the format and tone of the target medium, while others may prefer to brainstorm ideas, perhaps not ev...
23rd November 2009
A freelance copywriter is anyone who produces content or text on demand. The ‘freelance’ indicates that they operate as a free agent, usually carrying out clearly bounded copywriting projects or commissions on an ad hoc basis and for a range of client...
03rd November 2009
Whatever design, branding or marketing channels you use to promote your business, it’s vital that your copywriting communicates benefits: the good things that your product or service does for customers.
The first and foremost benefit of a product or s...
03rd November 2009
There must be as many ideas about copywriting as there are individual copywriters. Personally, I define copywriting as follows:
Copywriting is the optimum use of language to promote or persuade.
Now, let me work through the components of my definitio...
03rd November 2009
A USP, or Unique Selling Point, is a unique characteristic of a service, product or firm that can’t be obtained from any other source. By developing USPs, so the received wisdom goes, firms can stand out from competitors and fight ‘commoditisation’,...
03rd November 2009
When the going gets tough, because of recession or for any other reason, many firms make cuts in their marketing budget – along with optional luxuries like the Christmas party.
As a marketing professional, I’m naturally disappointed if I end up on t...
22nd August 2009
There seem to be more freelance copywriters around than ever. Redundancy and corporate turmoil have pushed more people to give it a try, and as the recession (perhaps) turns the corner, firms are showing a renewed interest in marketing, particularly onlin...
