I’ve been told it helps if you can market yourself based on your specialism. That’s true enough. But if you’re a creative copywriter, you probably thrive on change. You love to whittle out facts about all sorts of brands and write headlines with awesome angles.
If you solely write for one aspect of business, good for you. But what if you get stale? Churning out the same old ideas with little focus on what’s new and exciting?
Personally, my mind loves a challenge. I find curiosity and interest in all sorts of industries and organisations. If I had to be pinned down to one, maybe it would be charity. Maybe. Because, that makes everyone feel good, right?
Copywriting for financial services
Thing is, I also love big business, like financial services. Just look at what HSBC is doing just now. Big, beautiful, thought-provoking copy-led creative. Fabulous, engaging copywriting that gets people talking.
Lloyds Bank and AXA have positioned themselves as financial institutions supporting good mental health. You’d never have thought that possible ten years ago.
Copywriting for entertainment
Some of my other favourite briefs have been, unsurprisingly, in the entertainment world. NOWTV is such a fun brand to work on, particularly when you’re being paid to watch movies and interpret what they’re about in a matter of three sentences for an email campaign.
It’s fun and engaging copywriting that shows why the written word is still super important in bringing about cut-through, leading to marketing ideas with impact.
I am just as happy writing incisive press releases for TV and film companies. And as for writing film scripts, that’s another specialism that not everybody gets right. But it is so rewarding writing engaging copy that needs to be well timed and spoken out loud.
Copywriting for B2B clients
Some of the other stuff, some of the involved B2B work has been so rewarding too. I get a great kick out of interpreting a company’s services and finding their point of difference in order to share it with the world at large in a creative and compelling way. Just because you’re in business, it doesn’t mean you can’t be clever with language or find ways to inject human warmth into the dialogue.
Back to charity. The interesting element with charity briefs is the call to action and the impactful nature of this. Direct response campaigns can be some of the most challenging briefs to work on. They’re measured with such precision so every word counts. And often, there are strict guidelines on what can and can’t be said.
I have had the privilege to work on campaigns for MAP (Medical Aid for Palestine), and the Royal Marsden, where I was able to have tours of their world-leading hospitals. When you get up close to a business, you really begin to see where the conversation starters lie. And that’s true of big business and charities alike.
Keeping up with trends
I hope you begin to see where an all-round copywriter who can come up with engaging copywriting but also, with an eye for strategy and business concerns, is more important that hiring a copywriting specialist. So I would argue, it’s best to take ‘specialist’ and leave it firmly in the medical world.
Also, it’s worth checking to see if your copywriter is ‘current’. If you’re seeing reams of brochures in a portfolio, and you need a brochure writer, that’s great. But if you also see social media and film scripts, you’ll know you’re getting a quick thinker who gets new ideas quickly and readily. And somebody who isn’t set in their ways or their thinking.
Give me a call if you’d like help with your marketing challenge. I’d be more than happy to talk it through. As anyone who knows me will agree, I like a chat.
(Apologies for blatant SEO headlines. Am seeking new opportunities from January 2020, so you can’t blame a girl for trying).