Every copywriting job is different. No two briefs are ever exactly the same, but you probably would have guessed that without my help. Sometimes, however, briefs are downright unusual.
Vertx is an upcoming eCommerce business that specialises in giving lifestyle products a brand and a global audience.
Web copywriting is done one of two ways: for an existing design or for a waiting web designer. In this case, the design was already done. What’s more, there was already some fairly passable copy in place.
I was asked to give the brand an identity. The client wanted to keep things generic, however. And that’s highly unusual. In fact, for a copywriter in the UK, it’s almost unheard of.
The brief was to create a kind of digital business card. SEO wasn’t a priority — style and connection were.
Almost every project I deliver is butchered in some way. And by that, I mean the client cherry picks what they believe to be the best bits.
Now, this is sometimes down to design changes. Other reasons include a change of direction, an evolution of the brand, or just a plain old case of not being all that impressed. Yes, I said it!
Nevertheless, this project was actually a lot of fun. I’d say about 80% of what I wrote made the cut. And the bits that didn’t were ditched because of design changes.
Simple, direct, and generic. Not the greatest way to showcase one’s talents, but the only thing that matters is that the content connects with its audience. And in this case, it did.
This content was brought to you by Malcolm Cox — a hotshot copywriter based in Newcastle upon Tyne. You can reach him at malcolm.cox@contentable.biz or 07386 704 956.
