Marketing Writing - It’s The Brain Not The Typing
An excellent post over at Opinionated Marketers explores why hiring an “outsider” to help with marketing writing is both good and bad.
I do a lot of writing for clients, but I don’t simply crank out web copy or a brochure on demand. (In fact, you may not even need a brochure…gasp!)
I also don’t charge for my typing speed (which is - ahem - blazing) - I charge for my brain (and the decades of experience that I bring to the project).
A commenter on the post pretty much sums it up:
“Writing isn’t making sure the sentence has a subject and a verb; it’s making sure the communication has a point. The image that pops into our heads when the term ‘writer’ is used shouldn’t be a pen or typewriter; it should be a brain.”
Here’s what I find: Clients - even those who can write well - have a very difficult time translating their idea into good marketing copy. They’re simply too close to it. On the other hand, if I sit them down, give them an adult beverage, and ask them to simply “tell me about it” - we get to the gold.
Related Post: No, I Won’t Write Your Brochure.
Tags: marketing communications, marketing writing, marketing troubleshooting
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May 23rd, 2008 at 2:02 pm
Love the image of you sitting down with a client, a cold adult beverage and “getting to the gold.”
I’m a talk myself clear kind of guy. Writing myself clear is very difficult for me.
I can see where a good sit down like what you describe can and does work.
And you are right about hiring the brain not just the banging out of copy.
There still is a world of difference between the right word and the almost right word as Mr. Twain taught us.
Keep creating…lightning,
Mike