Copywriting is so much more than putting words on paper.
Knowledge: When I’m given an assignment or project, my job is to become an instant expert. I enjoy the research process, no matter how quick the turnaround. It’s looking at the competition, trends and what’s going on in the world and incorporating needed elements into my work.
Audience: Knowing my audience and tailoring the messaging to meet their needs is key. I enjoy the challenge of writing about the same product or service for different customer segments.
Collaboration: I've been lucky enough to work on marketing teams that function as in-house ad agencies, collaborating with graphic designers, photographers, videographers, as well as product managers and engineers. I have also worked with external agencies that are contracted to support the business. Building strong relationships is essential to solid writing.
Brand Advocacy: Good copywriting goes beyond the product. It extends to brand advocacy. It’s important to understand and embrace the brand. When I know what a company stands for, the mission, vision and purpose, it becomes second nature to incorporate these elements authentically into projects.