Writing is thinking. Period. Even if you feel a rush of brilliance, write it down to pressure test it. Does it hold up? Does it sound good out loud? The advice in here is killer. For all the best brand writing and copywriting resources, check out the subtext.online!
I work in-house as a copywriter at a large retail company and one of my favorite things to do is go shopping. I learn a lot as an actual customer about how effective our branding, strategy and copy is. It's also a great excuse to go shopping. Obviously not always possible, but if you can put yourself in your customer's shoes as that same kind of customer, you can see how well, or not, you're doing your job.
As a freelance copywriter, I do this for clients intuitively, but I feel like adding a formal “thesis” step would be a great value add. Instead of showing them a first draft, walk them through the strategy behind the first idea.
Love this! When I was at Tracksmith our product briefs started very much like Merits and it made the world of difference, to have a clear North Star and to develop copy that hammered it home.
Yes, indeed. As a top designer/fellow brander (way out of my naive league at that point) said to me years ago, "form follows function." Can't tell you how many times since I've said this to clients who insist they only want a logo.
Writing is thinking. Period. Even if you feel a rush of brilliance, write it down to pressure test it. Does it hold up? Does it sound good out loud? The advice in here is killer. For all the best brand writing and copywriting resources, check out the subtext.online!
I work in-house as a copywriter at a large retail company and one of my favorite things to do is go shopping. I learn a lot as an actual customer about how effective our branding, strategy and copy is. It's also a great excuse to go shopping. Obviously not always possible, but if you can put yourself in your customer's shoes as that same kind of customer, you can see how well, or not, you're doing your job.
Love this!
Oh, how I wish more people cared about and understood what goes into great—or even just good—copy!
All of this!!! YES! Words speak to the buyer personas of the product and the product solves their problems or is a lifestyle upgrade IRL.
100% agree with social getting in at the ideation stage because we spend so much time getting to know & nurture the audience.
Everything was so well stated and so many of the quotes mentioned should be lived by.
10/10 🥳
Yessssss ❤️
As a freelance copywriter, I do this for clients intuitively, but I feel like adding a formal “thesis” step would be a great value add. Instead of showing them a first draft, walk them through the strategy behind the first idea.
Love this! When I was at Tracksmith our product briefs started very much like Merits and it made the world of difference, to have a clear North Star and to develop copy that hammered it home.
Yes!! So easy for campaigns to drift when you lose sight of the thesis.
Yes, indeed. As a top designer/fellow brander (way out of my naive league at that point) said to me years ago, "form follows function." Can't tell you how many times since I've said this to clients who insist they only want a logo.
I probably won’t be drinking a Bud Light after driving to Target in my new Jaguar anytime soon…
omg