Category Archives: Professional writing

Great Copywriting Not Always the Answer

As passionate as I am about really good copywriting, sometimes no words are better than words.

A few months ago, the California Lottery announced that California residents could participate in the Powerball jackpots. Before I heard an official announcement, however, I saw a commercial on television that gave me chills. Seriously. I can’t completely attest to why, but I was really taken with the visuals, the perfect song to tie it all together and then the moment when I realized what the commercial was for, as that red ball dropped into that dude’s hands. Chills!

Here’s the video:

Recently, however, a new commercial was introduced (or maybe it wasn’t new but I just saw it). I thought it was far less effective. Why, I wondered. Why .. ? Then I realized it’s because there is actual content on this video, that the use of a copywriter was required beyond a slogan (which is fantastic on its own).

As a copywriter, I realize that arguing AGAINST copywriting seems a little odd, but in this case, the images are striking and powerful enough that I don’t need the voice over. I much prefer the original version (above) to this “newer” version, which I was unfortunately unable to find on YouTube or the Ca Lottery website.

Suffice to say, however, it dilutes the original version. The power of that first video is perhaps based completely on the lack of copywriting or a voice over. I guess what that means is that a good slogan can take the place of a bunch of other words, that sometimes fewer words are better.

As a writer, I can actually live with that, if the result is this good.

 

 

 

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Make it Sing. Make it Dance!

Why hire a professional writer to do your writing for you?

I say, why not?

I could liken it to hiring someone to install an air conditioning unit or to fix your car, but those are not equivalent comparisons. So instead I’ll compare it to business cards. When you decide it’s time for new business cards, you have a few choices. One of those choices might include printing the cards from your home computer, and the other choice would include hiring a professional who has professional equipment and skills to print your business cards for you.

Since I recently made this decision myself, I was torn between printing them at home and saving money (and having the option to make changes and print additional cards quickly) and hiring a professional to print the cards for me. In the end, I decided to order my cards from a professional printer because I was convinced that the cards would simply look better and present my business in a better light.

Writing is much the same.

Although you could do it yourself, you may not do the high-quality job in a professional writer will do. Writers are generally trained and well-versed in the craft of writing. And writing, in fact, is a craft. While anyone can do it, there are people who will simply do a better job. They might have better natural skills, more training, or more experience, or a combination of all three.

While it’s important that your website look good, it’s even more important that it sound good. It’s important that the writing is fluent, cogent and informative. The most beautiful website will still die a slow and sure death if the writing doesn’t back up the visual beauty of the site.

Contact me today so we can talk about how I can make your content sing.

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