Ever wondered how your copywriter tackles the average project? Knowing what’s involved and seeing your copywriting brief from the writer’s point of view will help you get your copy spot on in no time.

Being methodical doesn’t always come naturally for a creative copywriter. But working smart will help you stay on top when the going gets tough. 
It can appear that freelancing is a ticket straight out of the rat race. You can work to the beat of your own drum, accept the jobs you fancy, and turn down the more stressful stuff. As a parent, you’re able to fit your work around your family commitments without the insidious raising of eyebrows from work colleagues. 
 

Any copywriter will tell you that we aim to write in everyday language. Perhaps put best by copywriting’s godfather, David Oglivy told us decades ago; ““If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.” This puts aside the stricter rules of grammar to instead adopt something that sounds right, and appeals on a human level. 
For the exact same reasons, copywriters will often play around with the rhythm of their writing. Why? Because the pace of your copy can create real impact. Anyone with a love of poetry or music will appreciate how tempo can have an emotive effect. The exact same principles apply to copywriting. 

There’s certainly a difference of opinion in advertising communities when it comes to taglines. Years ago they were considered as integral to brand communications. Today, different media consumption habits and new platforms have turned things on their head. This has led many to argue that taglines belong in the past.
So is there a place for taglines in our modern world? To get a really good feel for their reason for being, we need to first go back. Originally, taglines were used to sum up advertising copy. Bearing in mind that most advertising was in print form. Copy tended to be longer, and there was a need to capture the message in a clean, succinct, powerful way to grab attention. These days, things are different. Copywriting has already evolved to be pithier to suit new technology and people’s reading habits.

Hiring a freelance copywriter is one thing. Getting the right writer for the job is another matter entirely. In many of my client meetings, conversation invariably snakes back to the same topic. Creative agencies admit it can be a struggle to find good, reliable writers. Whereas clients themselves often question whether it’s simply easier to do it themselves. After all, anyone can write, right? 
The fact is, copywriting is a learned skill. And like anything else in life, or business, employing a trained professional will reap the best results. Because an experienced copywriter knows how to produce the right kind of copy for each environment.