A good copywriter must be an acrobat

A good copywriter? I suppose copywriters come in many guises. One of these is that they stick to a particular niche in the market and become very knowledgeable about it. Another – and I think this is me – is the copywriter who simply loves words, playing with words and is always curious.

That’s curious like this:

Curious (Pronunciation: /ˈkjʊərɪəs/): Adjective

  1. Eager to know or learn something

Not this:

    2. Strange, unusual

Although probably 2 applies as well  (but that’s no bad thing in my opinion. Who wants ordinary?)

This sort of copywriter is in possession of many minds

©2014-2016 sawarahh

©2014-2016 sawarahh

or is at least able to make one mind perform acrobatics, as we don’t necessarily want to enter into the realm of insanity…

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So, here are the acrobatics my mind was performing last week, or those acrobatics relating to my job as a copywriter. (Let’s draw a veil over the Creative and Critical Writing Masters).

  • Researching highly technical data about WiFi solutions, cloud systems, BDR and the like – see, I know that BDR means backup disaster recovery now – and turning it into language that, well, people like me can understand. From nerd to, errm, tech dummy?
  • Revising a website for which the intended audience was high-society, aristocracy, royalty. From Joe Public to Upper-Upper Class
  • Creating a poster for a supermarket on the lower end of the retail spectrum for which the guidelines were, frankly, on the high end of the patronising spectrum. While not actually saying ‘use no long words’ they might as well have… From Joe Public to…some marketing department’s perception of a certain shopping demographic. Duh!

Oscar Wilde made me feel less slimy on the last point.

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And so did this…

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THAT’S what good copywriters do. Make things easy to understand, entertaining to read, compelling – using the vocabulary, tone and layout which will most appeal to whoever it is they’ve been asked to address.

I find it FUN copywriting though sometimes challenging. I love my job. All those acrobatics keep me mind agile.

Next week?

Keyboard skills for guinea pigs.

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NOOOOO problem for a polymath copywriter…

 

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