COPYWRITER

COPYWRITER

Copywriting by vedetski for By Doucet

How do you sell your product
or service in English?

Copywriting is bad copywriting

The word makes many people frown. And I get it, because it's a vague, meaningless term. Bad copywriting actually. It means: writing for marketing purposes.

A copywriter tells your story or idea in a refreshing way. These words determine whether someone feels a click with your brand. The goal is to provoke a reaction. Along with graphic design, copywriting is the most important factor that determines whether someone buys your product or service.

So it's pretty important to have a good copywriter. But how do you choose the right one? Well, when a company brainstorms a marketing strategy, the question quickly falls, "How can I make you listen?" That's exactly why advertising or branding is often so intrusive and irritating. A good copywriter starts from a different question. The same as in radio.

How can I make you want to listen?

Text on a pink background that says: 'Me too.'

Short copy

Copy can be short, witty and to the point. Then the challenge is to make it layered. Less is more. This strategy works best when you want to grab someone's attention. Like this genius example from the talented women at Goodcopy.Ink. So think about coming up with brand names, but also taglines, radio ads, posters, website names, dog food packaging, wine labels or marketing campaigns.

The best thing about my job is the variety. Below are some of my Belgian, Australian and American short copy clients.

Long form

Copy can also be long, relaxing and to-the-point. The goal is to grab the attention and then to captivate that person. The key is structure and variety. And here the same rule of thumb applies: less is more. Say what needs to be said and delete the rest. You remember that time when you read a thick book and afterwards you said, "Wow, did I finish it already?" Long text, but felt short.

The trick to good long copy is that it feels like someone is chatting with you. On your wavelength, you feel understood. Get rid of the elitist, super polite or aloof stuff. In my mind, good copy is accessible, witty and simple. Whether it's about the newest flavor of chocolate milk or the open house of the local cycling team.

The most widespread example of long copy is a website. But also things like a blog post, screenplay, storyboard for an animated or explainer video, voiceover script and a manifesto.

I wrote this blog post for Ancienne Belgique (Flemish & English).
This website I wrote for the very first 100% organic toilet fluid in the world (Flemish & English).

Below are some of my Belgian and Australian long-form copy clients.

Long form doesn't necessarily mean writing a lot. It's about selecting the right words and using them cleverly. Enjoy the one-star review campaign of Australia's MONA museum.

Need help with writing?

  • This is hit-or-miss.

  • The quality of the copy on your website determines whether someone feels a connection with your brand.

  • Develop your own communication style and incorporate it into your brand guide.

  • The text on your packaging is often the very first thing a potential customer comes into contact with.

  • Make sure your brand is with the latest trends or inspires others.

  • A storyboard makes your idea come to life.

Yes pleaze

75 euro/hour (excluding VAT)