What Does the Word Copywriter Mean in 2018?

What Does the Word Copywriter Mean in 2018? Copywriter [noun]: A person who writes copy for the purpose of advertising or marketing. Today, the role of a copywriter has many nuances that are often left out of its basic definition. Meanwhile, in less nuanced terms, we've seen the word dropped completely in favor of more (or less) creative terminology, like that of Word Ninja. But since we're not in an action movie, let's stick to the more nuanced meaning of copywriter. Originally, the word copy came into popular use with the rise of the newspaper industry. There, publishers referred to the text to be printed as the copy and those who wrote it as copywriters and those who edited copy as copyeditors. Sounds easy, right?! But what does the word itself really mean today?   What is a copywriter? Many dictionaries tend to stick to similar phrasing when referring to a copywriter. However, a closer look around the Web illustrates how the meaning of copywriter has changed and expanded through the years. Cambridge Dictionary defines copywriters as "someone who writes the words for advertisements". It's rather a "meat and potatoes" kind of definition, but thanks to Cambridge's prestige and enduring influence, it's still one in common use.   Meanwhile, across the pond, Merriam-Webster says a copywriter is "a writer of advertising or publicity copy". This wording gives a little bit more elbow room to what type of writing is included. And, of course, being referred to as a "writer" rather than a "someone" gives an added sense of achievement to any copywriter reading it.   Being all business, BusinessDictionary defines the word as "a professional who composes headings, sub-headings, and body copy of advertisements, brochures, catalogs, direct mail offers, product literature, etc. Some copywriters work independently while others are employed by the advertising agencies". A very thorough and serious explanation. But perhaps it is lacking some creative oomph for any copywriter hoping to NOT put clients to sleep when describing what we do.   Check out how this real live copywriter describes himself at Snagajob: "Copywriters are the handsome, good-smelling men and women who create fresh written content for advertising, marketing and descriptive texts. Copywriters can write more creative text, like ad jingles, taglines, and other creative copy, or more research-based copy, like a job description on a website." Now there's a description that could persuade anyone, especially if your job requires just that. Also, it is, naturally, 100% accurate.   As many copywriters and ALL copy editors like to point out, writing and editing are NOT synonymous with one another. However, The Balance defines "a 'Copywriter' is one who writes or edits copy or written content for a living, usually ofsales generating or marketing nature." While most copywriters today write AND edit content, perhaps the use of "or" is likely to rub a few the wrong way. Also, the added quotation marks around the word itself give the sense that the word is a concept rather than a person (or maybe that's just my own self-esteem issues).   Meanwhile, over at Urban Dictionary, an obviously millennial-minded writer sardonically defines copywriter as "someone whose work is to create texts for advertising. Normally in his/her twenties or did you ever meet a 50 year old copywriter?" Has he or she even seen a copywriter out of a 'Mad Men' type setting?! This can be true of agency copywriters, particularly Junior Copywriters, starting out before moving on to bigger roles or leaving the agency. However, it is definitely not true of the freelancer variety—an entirely different breed that comes in all shapes, sizes and age ranges.   WriterAccess describes how "copywriters may or may not be freelancers, but a copywriter does have to be a master of writing succinctly in order to meet the client's needs". They pretty much had me at the word "master"…   Are there different types of copywriters? Leaving these meanings to digest, let's take a closer look at some of the different types (or specialties) of copywriters to get an even clearer picture.    Advertising: Prospects describes how "as an advertising copywriter, you'll work alongside an art director within the creative department of an advertising, media or full-service agency. You'll work with client briefs to conceive, develop and produce effective advertising campaigns." Also called the creative copywriter, this is one of the most creatively fulfilling roles one can have as a copywriter and oftentimes goes hand in hand with working for an ad agency. Naturally, working as a copywriter for an ad agency can have many benefits—including gaining valuable experience with big-name clients. But it can also be very demanding. And those demands might mean a few too many late night deadlines, an unhealthy addiction to caffeine, and a tendency to reply snarkily to simple questions like, "Did you grab lunch yet?"   SEO: In addition to the understanding and writing skills needed for a copywriter, Neil Patel points out that "an SEO copywriter also understand[s] how Google feels about certain words and phrases, especially long tail phrases." The downside of this specialty means that everyday conversations with SEO copywriters may include the odd bout of Google-y-ness (tending to Google everything) and requires patience as they go about choosing their words VERY carefully before they speak.   Digital: Radix Communications says that "digital copywriters are responsible for all the largely-unsung microcopy that gets website visitors and app users to click on the right things and enter the right information". Think of all the times a website or app has gotten you to click a button… Funnily enough, you've probably obeyed more Call to Action buttons than obeying your Mom and Dad's requests. So if anyone's more likely to get you to return a phone call or remind you to send grandma a birthday card, the odds are in favor of a digital copywriter—sorry Mom & Dad.   Technical: As StrayGoat Writing Services points out, a technical copywriter "focuses on sales content" like other copywriters, but "the technical copywriter is more comfortable with technology, especially industrial technology that you don't come across in day-to-day life (unless that's your job). Often they are experts in that technology or have some sort of background with the technology or technology that is similar." These copywriters are often specifically used for B2B (Business-to-Business) copy, helping other members of the company or businesses in a similar industry understand their specific jargon. Basically, these copywriters let the engineers and other "techy" experts do all the talking, without letting everyone else feel like they are having to listen to engineers do all the talking.   What does a copywriter do? "So what kind of work do you actually do?" Even once the word copywriter is more clearly defined, there is still something elusive about what a copywriter actually does. Of course, the work will vary depending on who they are working for, what their specialties are and so on. So, what does it really mean to work as a copywriter? According to Mediabistro, "a copywriter creates clear, compelling copy to sell products and/or educate and engage consumers, flexing persuasive writing muscle on websites, blog posts, product descriptions, email blasts, banner advertising, newsletters, white papers, PSAs, social media platforms, including Twitter and Instagram, and other marketing communication vehicles." This is a great example of embracing the full modern scope of what a copywriter can do. And, it's good copy. Where else are you going to see the words copywriter and flexing muscle used in the same sentence?!   Chegg goes on to say that, "copywriters create text for businesses. A copywriter is also a large presence in advertising agencies, but also a standard hire in many other companies including non-profits and medical organizations. And although a writer, you are no novelist: Your work as a copywriter is short and pithy. Your goal is to catch attention and be remembered." Short and pithy, no novelist…I get the point of what is to be done, but it's not exactly getting me excited about being or becoming a copywriter.   HubSpot explains that "copywriters are trying to get people to feel, think, or respond — or, ideally, to Google the slogan or brand to learn more about the campaign." This gives the overall work a much welcomed artistic nod, moving away from the concept of copywriters as simply selling or persuading. Yet, in the end, it also implies the ideal objective is to Google the end work. That definitely doesn't feel as creatively fulfilling (or ego boosting) as making people "feel, think, or respond".   Check out what FirstSiteGuide has to say: "Besides being skillful at researching, writing, and editing, copywriters need to master some aspects of project management as well, at least when it comes to planning and implementing marketing campaigns." Remember the days when we were only "someone who writes the words of advertisements"?! What a giant leap we've made! This description also points out an important part of being a modern creative in general—that is, doing a bit of everything (often for the same pay) because someone has to.   WorkflowMax goes further in this direction by saying "the modern copywriter has come a long way since the newspaper days. Now, a copywriter needs to not only create stand-out copy, but he/she needs to understand how that copy should be presented and distributed." And please don't confuse "understand" with "having the tools and training" to actually implement the presentation and distribution of said copy. Raise your hand if you have ever been asked to do "a little" graphic design, photography, etc. with copywriting or vice versa.   Meanwhile Creativepool describes how "copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals." This sounds like they are only creating print ads and video commercials. Hey, that would be great, since print and video copy can often be the best paying and most creative gigs around. But it doesn't cover the full range of content work that the average copywriter usually does.   The Guardian sums up the work rather succinctly but eloquently by stating that "to become a copywriter you need to be able to work at speed as well as having a talent for sparkling prose". Note to self: Start using the word "sparkling" a lot more when talking about what I do.    When asked to describe what he does, copywriter David Lanfair said that "…I generate keen creative solutions that help people, brands, networks, and companies solve their business and marketing challenges, and do it through the medium of writing — crafting the copy for various types of collateral: from a tagline, to a print ad, to a marketing deck, to a TV script, to an annual report, to a billboard, to a webisode series, to branded content, to naming a product or service, to writing the copy for a website, to just about anything that requires words to persuade someone to take action or spend money." That's a mouthful—but pretty much nails it! Although, it's also fair to say that a screenwriter usually writes TV scripts and webisode series. But I'm sure copywriters and screenwriters can fight that one out amongst themselves.    In short… All fun aside, in the world of copywriting, all meanings of the word are fair game…And, going back to Word Ninja, that too is actually quite fitting. Words are flying around us, wreaking havoc on how a brand is seen, how we communicate, and it's the copywriter who comes in (and, like ninjas, are often unseen), and whips out some mental martial art moves that result in some killer copy. So take each definition with a grain of salt and if all else fails, try coming up with your own meaning. After all, if there's anyone suited for the task, it's a copywriter.   What does the word copywriter mean to you? Let us know!   The post What Does the Word Copywriter Mean in 2018? appeared first on . Recent Articles: No time for blogging? 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The Top 5 Smart Drugs for Writers

The Top 5 Smart Drugs for Writers By Francis Cassidy on Apr 04, 2018 07:00 am Have you ever sat down to work on a job only to find yourself one hour later still pondering over where to begin? Do you have difficulty in understanding why some days you can churn out the work, where 5 hours feels more like 5 minutes, while on other days you simply can't pen a coherent word? We've all had that feeling. No one escapes it. Not even the best of us. There is always a reason for these seemingly wild swings in our ability to produce quality work. There can be a myriad of causes, but essentially it boils down to an imbalance in brain chemistry. Things like a healthy diet, proper sleep, a meditation practice and a low-stress lifestyle are all essential to good cognitive function. There is, however, a lesser-known way to increase brain function and ensure you can call upon that creativity, mental energy, and laser-like focus when you really need it. It is through the use of nootropics, also known as smart drugs. Many techniques exist and in this article, we run through some common and safe nootropics that you can use to enhance not only your writing but also countless other aspects of your life such as overall mood and your relationships.   The top 5 smart drugs for writers 1. Caffeine Alertness, wakefulness  Most common in coffee where 2.25 billion cups are enjoyed every day worldwide, caffeine is nature's original smart drug. And contrary to popular belief, it's extremely healthy if consumed from the right source and in the right dose. The reality is that most people simply use caffeine as a drug to get to work. On top of that, they drink poor quality coffee often laced with sugar. In short, it's a recipe for disaster, a quick boost followed by that inevitable crash. In many cases, coffee ends up becoming a crutch which ends up disrupting sleep cycles and adrenal health. There is, however, a lot more to this substance than we are conditioned to believe. The caffeine molecule interacts with adenosine receptors in the brain. Adenosine is an inhibitory neurotransmitter that promotes relaxation and sleep as the day wears on. When caffeine interacts with adenosine receptors, adenosine can no longer have that inhibitory effect and thus wakefulness and alertness are promoted. Dopamine and adrenaline production is increased, thus providing that happy and motivated feeling. There are countless ways to consume coffee. However, it is best taken black without milk. The casein protein in the milk binds to the polyphenols in the coffee making them unavailable and thus robbing your brain of a potent nutrient. Choose high-quality coffee, preferably 100% Arabica. Bear in mind that coffee is one of the crops most heavily sprayed with pesticides across the world. An organic source is preferred, and if possible choose one which has been carefully processed to contain a minimal amount of mycotoxins which are alarmingly abundant in cheap coffee. Avoid instant coffee like the plague! In recent times the craze of bulletproof coffee has taken off. Basically, it involves getting yourself some high-quality beans, brewing a coffee and blending it with grass-fed butter and MCT Oil. Bulletproof Coffee a high-performance drink that has a massive impact on your energy and cognitive function. It has helped everyone from driven CEOs to professional athletes to busy parents increase their energy so they can do more of what fulfills them – Dave Asprey – CEO Bulletproof. The idea was conceived by a man named Dave Asprey who discovered it on a trip to Tibet some years ago. and further details can be found here. Coupled with intermittent fasting, it's well worth a try for the ultimate in mental clarity and a productive writing session.   2. L-Theanine Relaxation, increased creativity, lowered stress  L-theanine is an amino acid commonly found in green tea. It has recently become a crucial part of any biohacker's stack. It first shot to fame when Buddhist monks claimed that drinking green tea helped them maintain that "mindful alertness" during meditation sessions. Theanine promotes relaxation by binding to glutamate receptors in the brain. Glutamate is an excitatory neurotransmitter and blocking it results in a relaxed feel where anxiety levels are lowered. So, just how does this help your writing? Several scientific studies have been carried out showing how theanine can promote alpha brain waves. These brain waves allow for increased creativity and reduced stress, both useful traits for a copywriter! Typically theanine is consumed with caffeine in a 2:1 ratio. So a standard cup of coffee with 100mg of caffeine could be stacked with 200mg of theanine. Doses can be moved up or down until the sweet spot is found. Many people take up to 700-800mg. Everyone is different, so experiment. L-theanine is a safe supplement and widely available. For those who claim that coffee consumption alone makes them jittery, then theanine may well be the ticket you need to obtain the benefits without having your brain revving uncontrollably in 6th gear. If you are a creative type L-Theanine is worth your attention. Bloggers, authors and especially adcopy writers should know that… – Jonathan Roseland – Biohacker and self experimenter  Jonathan Roseland is well known in the biohacking and nootropics world and is a proponent of using L-theanine for writing sessions. Check out his further writings on the advantages of theanine for a more complete picture of this wonderful supplement.   3. L-Tyrosine Motivation, laser-like focus Providing a natural boost in motivation and calmness, you'll wonder why something as simple as L-Tyrosine has never crossed your radar before. An important precursor, L-Tyrosine provides your body with the main building blocks for neurotransmitters such as dopamine, epinephrine, and norepinephrine. These 3 neurotransmitters are burned off at a rapid rate when we become stressed and anxious. Dopamine, in particular, is of great importance to writers. It's what gives you that motivated feel to continue with a given task with increased focus. Typical doses of Tyrosine start at 500mg and should be increased in 500mg increments until the sweet spot is found. Some people may require up to 2g or more. N-Acetyl-Tyrosine is another form of Tyrosine with a slight alteration in the chemical structure which allows it to cross the blood-brain barrier more freely. Tyrosine has numerous beneficial effects on overall health. For further info, feel free to check out this interesting article on examine.com where they speak of the scientific studies related to this wonder amino acid.   4. Piracetam Increased verbal and written fluency, increased working memory The racetams are a family of synthetic nootropics. In total there are eight. However, one, in particular, has been around for 50 years and is extremely well studied, namely piracetam. This nootropic induces a focused mindset, but more interestingly for writers, it aids in fluency in both written and spoken word. Very often as creatives we have an abstract image, idea or some sensual entity in our minds which at times we fail to verbalise adequately. When you are on piracetam, you will often notice a subtle but distinct change in your ability to verbalise the collection of connected ideas in your mind in both written and verbal form. Piracetam works on a neurotransmitter known as acetylcholine. Acetylcholine plays an important role in memory formation, attention and logical reasoning. The exact workings of this nootropic are not entirely understood by science. However, it has been studied for 30-40 years in multiple human studies. Evidence suggests that not only is it beneficial, but it is also neuroprotective and helps preserve cognitive function as we age. Piracetam is generally best stacked with a choline source to ensure sufficient acetylcholine in the brain. A typical piracetam dose may be between 2g – 4g per day. Piracetam is water soluble and can generally be expected to work for 4 hours. Choline supplementation should start at around 170mg of Alpha GPC or CDP Choline and increased until the optimal dose is found. The smart drugs smart podcast is one of the biggest podcasts on nootropics on the internet. They dedicated a full episode to the racetams for anyone requiring further info on their mechanisms of action or curious as to what some of the more potent racetams might hold in store for you.   5. Nicotine Creativity, motivation, increased focus Now this one is controversial. Nicotine is commonly associated with smoking cigarettes which of course we do not recommend. The latest science, however, suggests that nicotine, when not consumed in tobacco form, may actually be quite safe and hold some potent benefits. Stephen King who quit smoking some years ago, afterwards claimed that he really noticed a decrease in his creativity after that point. It's an interesting observation which science has now substantiated. Nicotine works on the brain by upregulating nicotinic acetylcholine receptors (nAChR). This increases the signaling of neurotransmitters and boosts alertness, creativity, and memory. Increased dopamine levels ensure that you have that motivated feel. A potent combination of benefits for any writer. Nicotine is highly addictive so must be used sparingly and perhaps only brought out when there is a real need for a cognitive boost. Smokers won't get any benefits from taking it, but for those who don't smoke and have not built up a tolerance, the effects are a potent promotion of creativity and focus. There are several ways to take nicotine. The two easiest ways are to use a patch or a lozenge designed for smoking cessation. Look for the smallest concentrations you can find. After 15-20 minutes you should begin to feel a light buzz, where your brain begins to light up with activity. Based on my experience with it, and on history, I predict that nicotine (not smoking) will become much more popular for performance and cognitive enhancement –Dave Asprey – CEO Bulletproof Dave Asprey from bulletproof has spoken widely about nicotine. In a recent article he speaks of how nicotine may well become the next big smart drug. Be careful with this one! Use it sparingly! If abused, it can become a problem, but it may well be useful to have on the side for those dire situations when you are up against it.   A few things to bear in mind A quick note to end on. For those who are skeptical, here are a few things to bear in mind. Nootropics aren't mainstream (yet). Many are skeptical of those that use nootropics. It somehow doesn't seem like a sensible thing to do all that often. Most people who consume nootropics align themselves with a group of individuals known as biohackers. These people are in general very meticulous regarding their diet and lifestyle. Generally, they are high achievers and tend to use nootropics to enhance their already excellent brain function. Beware of cognitive biases before rejecting the possible benefits of nootropics. Many of the heavy hitters not mentioned here can provoke unwanted side effects. However many studies suggest that responsible supplementation on top of an already healthy lifestyle can really propel you to the next level in a very safe and sustainable manner. Eating a subpar diet and living out a lifestyle which is high in stress will do untold damage to your brain function. Bear in mind that many of the practices which are culturally acceptable, that of having a sugary coffee each morning with some toast smothered in margarine, may seem to many like a normal way to nourish ourselves. Yet the excessive consumption of refined carbohydrates and oxidised fats are hugely damaging to the brain. This is often ignored by mainstream media. As always, do your own research before making any decisions on this form of supplementation. But please do let us know if you found find that any of the nootropics mentioned here have helped you out.   About the author: Francis Cassidy Coffee lover, writer, vagabond, self-experimenter and recovering Catholic. Francis has travelled around for much of his adult life and made a living working online for much of that. When not working he enjoys dreaming of how cryptocurrency and blockchain tech will transform our collective future. Catch up with him on thestrayphotographer.com     *Take a closer look at our top copywriter in Australia*

After-work drinks at the Olympics

One of our copywriters, Miriam Young, enjoying after-work drinks... she's writing for the Olympic organisation, reviewing events.

Ad agency vs. freelancers: When to hire freelance creatives direct?

Ex-Head of Copy at Lowe, and CD at Leo Burnett London. Now international consultant for hire.

Why hire a whole advertising agency rather than just the key individuals for a project? What extras do you get when you work with an agency? Is it worth the extra cost? Are the cost savings worth the potential problems? How and when should you hire freelancers direct? These are questions a marketing person now needs to consider when a new project looms. Simon Carbery says the answer can depend on your type of company.
Ad agencies or bespoke teams?
If you're a marketing manager and have an assignment, you now have two realistic options: you can decide whether to hire an advertising agency, or you can use key people direct.
It partly depends on your experience, your own expertise, and your company culture. Many would say that if you've always worked with agencies, why rock the boat? Unquestionably, the best communications agencies offer fantastic expertise in one or more media comms skills, and if you’re a mega-brand the sheer hassle of trying to do it all yourself can make the cost of an agency seem worthwhile.
But the key word here is ‘cost’. Not everyone wants to pay for an agency’s overheads as well as an agency’s expertise. Because in an online, globally-connected, communication-savvy, post credit-crunch world, that expertise is now available worldwide in freelance form. In abundance. A new world, in other words, has opened up for brands who want to go direct to the talent.
Ad agency or direct to the talent? Looking at both of these options and helping you weigh up the pros and cons is what this article is about.
Option 1 The advantages of working exclusively with a comms agency
1. Complete service
An ad agency offers a start to finish solution. You go to them with your problem and if they're good they’ll understand your business, provide the right strategy, the right idea, in the right medium, and create the work. Then they place the advertising, send out the viral ad, do whatever else is required, and all you have to do is pay the bill.
2. Less risk, more dependability
You have more security when you work with an agency. Like an accountant or a trusted supplier, they become like another department of your company. You know
They’re there for you. With an appointed agency there’s always someone to answer the phone and be accountable for your work.
3. Continuity
Permanent staff in an agency are what the name suggests: permanent. In theory at least, the team working on your business will be made up of the same people over a period of time. Continuity means they can develop an understanding of you and your business, and a feel for your brand. And you can develop a dialogue with them.
4. Coordination
If it's a large communications campaign with multimedia strands, coordinating all the elements can be challenging. One of the strengths of comms agencies is their ability to get to grips with these complex elements.
Option 2 The advantages of hiring creatives directly
1. Cost
It’s cheaper. That’s the No.1 reason in the current economic client that people hire creatives directly. You can make big savings while still getting equally good results
2. Control
With fewer people in the chain you can see exactly what's happening and have direct input, so the end-result should be closer to what you want.
3. Speed
Thing happen faster. That’s the other benefit of improved communication – things take less time. Fewer people need to free their schedule for a meeting. You can simply call your freelance individual or team, ask when they can deliver, and get it directly.
4. When you know what you want
If you know exactly what you want, whether it's a press release written for a new product or a label designed for a bottle, then it makes sense to hire an individual with specialist expertise without paying his employer’s overheads.
5. You’ll know who you're getting
You get to choose the creatives you want to work with. They're not assigned to you by the agency. You've seen their CVs, their portfolios and their personalities. You know if they're right for your brand. And you can talk directly to them – you’re dealing with the people who are actually doing your project.
6. Experience and expertise
With agencies cutting their budgets due to declining margins, permanent staff are becoming more junior and less experienced. Carefully chosen freelance people can
often provide a level of expertise no longer easy to access through an ad agency.
7. Free with a freelancer
When you hire an agency, often you sign a contract for a year or more. With a freelancer you can stop working together at any time if the results aren’t what you’re
looking for.
8. Concentration
An ad agency has many clients and only so many resources and your project can be ‘de-prioritised’. A freelance individual or team is likely to be focused entirely
on your project.
8. Agencies hire freelancers. Why shouldn’t you?
If you work with ad agencies, you’ve already got freelancers working for you – ad agencies use freelance people all the time. Why pay advertising agency costs and a commission for their freelancers?
9. Fun
It’s more rewarding when you are a partner in the creative process. You work directly with the creative team and can bounce ideas off each other. More productive, more fun.
How can you maintain control when working with freelance people?
I’ve already touched on some potential downsides when it comes to working directly with freelancers directly. But these can be negated when you work with them via a specialist freelance agent. Good agents only work with tried and trusted freelancers and can co-ordinate multiple freelancers to form a team to work on your brand. You might need planners to create a brand strategy, creatives to hatch the concept, designers to make the website ... perhaps local to you or the country you're targeting. Obviously there is a fee for this extra guarantee and service, which is included in the freelancer's rate, but this is significantly lower than agency commission and you only pay for the hours worked.
Smart brands go direct
I work with communications agencies of all types: advertising, design, branding, direct marketing and so on. But working solo or alongside carefully chosen team partners, I also work direct for brands. Because more and more brands are looking for small teams of people at the very top end to fill in for a comms agency. Often they have an in-house brand director who came from an agency background. They know how the business operates and want to run the show themselves. They cherry-pick the top creatives and form a small and elite team to create concepts they know will work for their brand. This is how it works for me. I specialise in top-end creative concepts. We don't work for the brand - we work inside the brand. Between us, my team partners and I,have worked directly for Apple, Nike, Education First, Diesel, Paul Smith, Caterpillar and others.
How to access top freelance consultants through an agent
I'm represented by The Collective, an international agent that provides freelancers to Nike, Apple, Philips, Tommy Hilfiger and many more. As well as the above-the-line campaigns I work on, where they team me up with an art director to form a creative team, they also provide a regular supply of designers and copywriters for below-the-line or direct to consumer marketing, who create printed or online communications materials. Copywriters also provide transcreation (translation by a copywriter into their native language) and it's for jobs like this, where you need a large network of external freelancers - potentially problematic and time-consuming to source - that an agent like The Collective is useful.
In conclusion
Freelancing works for me then and the companies I work for, but for others it's up to them to decide. It depends on the company and how good the agency or freelancer is. My recommendation is to try a small project with each before you commit to a big spend and see which works best... agency, freelancer or agent.
About the author: 
Simon Carbery (Personal website / Collective profile) trained at Saatchi's, was Head of Copy at Lowe, and CD on Barclays at Leo Burnett London in 2009. He has won more than 20 major awards, been a D&AD judge on 3 occasions, a Member of the D&AD Executive Committee 2006-09, and had his own column in the advertising press while in Australia. He freelances all over the world as both a creative director and brand planner, and has unusually wide experience in all media, from TV advertising to digital.

The Collective at Cannes

Our souvenir stickers were all over Cannes this year... courtesy of Adformatie and Creatie magazines

Thoughts on how to brief a copywriter: Why should I care?

Do you find it hard to brief  a copywriter? Do you worry that you give them too much information or not enough? It's important to get it right because the better the briefing, the better the copy. Miriam Young, an English copywriter in the Netherlands, offers some advice on how to get the best from your copywriter. 

Miriam is an English copywriter based in the Netherlands

Letting a good freelance copywriter loose on your advertising and marketing materials can be like waving a magic wand over your promotion strategy. Throw your marketing wishes into the air and watch as we transform them into profit-inducing communication. But the quality of what we can produce depends on how well we are briefed to begin with.

Briefing a copywriter incorporates many different aspects. From describing the marketing materials you want to create and defining the people you want to reach through to explaining what the product or service you’re promoting is and what you want your marketing materials to achieve. Oh and let’s not forget.....what it is that sets you apart from your competitors.

Does any of this seem too obvious to be worth going into detail about? Not if you want to get the best out of your copywriter.

Can you make a space alien care?
To brief a copywriter, imagine you are explaining your proposition to a just-landed space alien (that happens to understand Earth languages). No, I’m not suggesting copywriters are a different species. But if we’re to successfully convince others about your message, we first need to ensure it really does make sense. From a true outsider’s point of view. And when you’ve poured your heart out about your wonderful business and its products, we’re going to put ourselves in your customers’ shoes and ask “Why should I care?”

Why should I care about that special feature? Why should I care how long you’ve been in business? Why should I care how many employees you have? Why should I care that you’ve got a new range coming out this year?

You see it’s all very well to spout facts and figures. But if you want to win the hearts, minds and custom of all your potential clients, you need to make a clear connection between everything you want to say and how it makes their lives better. As copywriters, we can communicate this like you would believe. If you can tell us why you’re worth it, we’ll convince the world.

The magic formula
What exactly do you want me to tell you, I hear you cry? Most agencies and some copywriters have a fixed set of questions. I’ve listed a few food-for-thought items at the bottom of this article. This is far from exhaustive and the line of questioning needs to be developed organically to discover the individual qualities of every different business. But it is a good starting point. Try it. Can you give answers that convince a true outsider to understand and buy into your proposition?

Know your FABs
The perfect way to explore the relevance to others of the things you think are important is to put them through the FAB test.
F=Feature = something you want to mention about your product or company
A=Advantage = what advantage this offers
B=Benefit = how this benefits the customer

For example
Feature = Business has been operating for 25 years
Advantage = The business has amassed plenty of experience
Benefit = I feel confident that these people know what they’re doing and can trust them to deliver on their promises.
Feature = this phaser has a safety lock
Advantage = it won’t go off when the user isn’t expecting it to
Benefit = I won’t kill or stun anybody I don’t mean to. Including myself. That would be both inconvenient and embarrassing.

Hopefully you get the picture.

FABs are key to selling your proposition. The more FABs you can share with your copywriter, the better the job they can do for you. No cheating though.....if it’s not logical enough for Spock, it doesn’t count. And yes, human emotions are valid benefits.

Getting the best value
Copywriters have to be paid for their time. Every minute of it that’s devoted to thinking about your project. If your copywriter is working with you to discover your best marketing qualities it’s all money well spent. But if you want to keep your costs to a minimum, make sure you’ve thought your brief through properly. The more completely and concisely you brief your copywriter to begin with, the less time they have to spend on defining and refining your story. So come prepared by asking yourself “Why should I care?”

FOOD FOR THOUGHT
How well can you describe your products? How well do you know your customers and meet their needs?  Could you convince a just-landed space alien to choose you over your competitors?

Know your products
What are you trying to sell?
How are your products different from your competitors’?


Know your customers
Who are your customers?
What customer needs do you meet?
How do you fulfil these needs differently from your competitors?
What keywords or phrases would customers for your products enter into an online search?

Know your image
What are your company values?
How do these enhance the desirability of your products?

Know your promotional strategy
How do you already promote yourself? How do you want that to change?
What materials do you want to create? What purpose will they serve? How will they be distributed?

Know your follow up
What do you want customers to do as a result of reading your new marketing material?

About the author:
Miriam Young (Personal website / Collective portfolio) is available for copywriting, content strategy, editing, Dutch to English translation and other associated marketing related activities. She has many years' of international experience in marketing, sales and PR (and first-rate English language skills) and is a copywriter for both online and offline. 

Round-table discussion or charity work

Dear freelancers, we have narrowed our anniversary celebration ideas down to two... we could do one or both depending on you. What are your thoughts? Would you participate in either?

OPTION A: Round-table discussion 
Fraser suggested a round-table event at De Kring in Amsterdam to discuss. 'What do agencies look for from freelancers and freelance agencies, and what are the industry trends in using freelancers?' The initial idea was for it to be one of those discussions that appears in print, in Adformatie and other magazines, but this might be difficult as the magazine is a lot smaller now. We could even expand it to a day with more than one round-table, a freelancing seminar day. If we had enough interest and participants. Are you interested in being on the panels or attending? What would you like to discuss or learn more about?

OPTION B: Charity work 
We wrote this article about free freelancing for charities. A 10 year anniversary special idea would be 10 freelancers volunteering 10 hours (or more) free for charity. Could you volunteer your time? We would promote you online and in press releases with your skills and portfolio, so you get publicity as well as good karma.

10 years with the best English copywriters

The Collective is proud to announce that we have now reached our 10th anniversary. We started out exclusively representing English creatives, but as we grew internationally, so did our nationalities. Now we boast 110 of the best creative freelancers from across Europe… copywriters, art directors, designers, online specialists and transcreators... you can find them all with The Collective.

We’ll be celebrating our anniversary year by focusing each newsletter on one of the 10 different specialties in our portfolio of creatives. This month it’s the turn of English copywriting, the discipline that has been our core business since the beginning.

Native-English copywriters
Here are 10 benefits of using a native-English copywriter through The Collective:
1. Quality is what counts… you can’t afford any mistakes when hiring a freelancer. We have agency-experienced copywriters who you can trust to get your brief right the first time.
2. Specialist writers… from healthcare to financial. Whatever your client’s discipline, we have a specialist with experience of writing for it.
3. Copy or concepts… whether you need a conceptual copywriter for an ad campaign or a long copy writer for a brochure or a website, we have experienced experts in all areas.
4. English copywriters that speak your language… our copywriters are based across Europe and many speak the local language so can do transcreation from that language into English.
5. Go native... copywriters should only do copywriting in their native language. Don’t be tempted to get English copy written by a non-native speaker… the results speak for themselves.
6. Tried and tested… we have been using the same core of copywriters for the last 10 years and they provide a service that can be trusted for quality, creativity and timing.
7. Portfolio vs personality… we only represent nice people. This might sound strange, but you can’t judge how a freelancer is to work with from the portfolio alone. How they are to work with is just as important.
8. Onsite without the flight… We have copywriters in most of the major cities and they can work onsite in your office at short notice, often without the costs of a flight or a hotel
9. Service at speed… we know the deadline for copy is usually yesterday, so we offer a fast service, searching our network to find the copywriter who can deliver the quickest. 10. We do the leg work… for you to call around and find the right copywriter, who’s available now, takes up a lot of your valuable time. Let us take the strain and leave you free to do your job.

When you need an English copywriter, think of The Collective.

2012!

Happy New Year everyone!
We hope you had a wonderful Christmas and New Year celebration.
It's back to work now here in Holland and there are jobs coming in already.
Let's hope it's a great year for everyone!

The Collective Team.

Christmas Wishes!

Merry Christmas everyone!!! Buon Natale! Vrolijk Kerstfeest! Joyeux Noel! Froehliche Weihnachten! Gledileg Jol! Gajan Kristnaskon! Vesele Vanoce! Kung His Hsin Nien bing Chu Shen Tan!.... ah you get the idea.
We hope you have a lovely relaxing time with you family, and failing that, a lot to drink!
See you next year.

The Collective Team.

Back To Work - Party Invite Reminder

On the beach or in the office?

Last week we sent an email to our clients (Rain not Spain) to inform them that The Collective is open for business all summer long.

To help us to help our clients, please let us know if you have any holiday plans.
And wherever you are, you can follow our summer headlines campaign on Twitter or Facebook!

The Collective Team.

Facebook!

Dear All,

We are pleased to announce, that recently we have opened a Facebook Page!

Check it!

The Collective Team.

Jack Stafford show

Jack Stafford, Collective founder, is having a concert to mark the closing of his suit shop and his last show before a 4-month tour of New Zealand and Australia. You are all welcome to attend. It's the last gathering at Vijzelstraat 67 before The Collective move. Saturday 12th February. 8 until late. Show at 10pm. Bring your own drinks. Friends are welcome!

Breaking News!

Dear Freelancers!

On the 24th of February, The Collective will be moving to our new office at:

Keizersgracht 205, 1016 DS Amsterdam.

On the 24th itself and afterwards you can still reach us on the same phone number as now:

020-320 5319.

The invitation for a drink will follow soon!

Kinky Christmas Album

Dear freelancers,

Do you like to listen to the Kinks'?
Listen to Jack and his new cover album!
Once again... Have a lovely Christmas!

The Collective Team.

Happy holidays from The Collective team!

Dear Creatives,

We wish you all a Merry Christmas and a prosperous 2011!

Jack, Justyna, Sandra & Wilma.

Network Drinks

You are invited on the upcoming networking drinks on Thursday 30th of September at DuintjerCS building, Vijzelstraat 72, 7th floor. Jack Stafford will perform as troubadour at the next DOMIBO drinks, organised by Carmen Flagiello. The theme is DuintjerCS meets de buurt/de buurt meets DuintjerCS. Please join us from 18:00.

Amsterdam goes World Cup crazy!

On Amsterdam's Museumplein, 80,000 people celebrated as the
Netherlands beat Uruguay in the World Cup semi-final. Click on
heading to share the joy.

The Collective Drinks Thursday, the 1st of July 2010

The next Collective networking drinks will be held on Thursday 1 july at our usual location in the shop “The Jack Stafford Collection” (beneath our office) at Vijzelstraat 67. Please join us from 18:00.

CALL FOR PERMANENT JOB OF DESIGN MANAGER

One of our clients is looking for a Design Manager.

Reporting to the Head of Corporate Branding, the successful candidate will be an experienced, highly motivated, individual with a strong track record in corporate design management and will play a pivotal role in providing creative direction to the development of clients brand identity. As well as managing a budget for the product area, the post holder will be responsible for managing products through from initial concept to artwork, while ensuring that levels of quality and innovation are maintained.

Main responsibilities
* Develop and produce concepts, designs, and art direction for corporate projects
* Deliver practical, hands-on, design for a wide variety communication materials (annual reports, corporate magazine, events and other applications)
* Devise creative strategies and direction for design management
* Co-develop, manage, implement and monitor global visual identity guidelines
* Set-up a brand/design portal throughout the whole company
* Manage freelancers, printers and design agencies

Minimum requirements
* Excellent portfolio demonstrating in-depth experience and ability to manage, develop and monitor corporate identity/company house style and relevant guidelines at corporate and product level
* Proven design management and skills
* Superior hands-on design skills and creativity
* Ability to work on own initiative, thrive in a dynamic and high performance environment and deal effectively with deadline pressure
* Highly proficient in using Photoshop, InDesign and Illustrator
* Experience with print coordination and purchase negotiations
* A team player with a clear understanding of the role, position and boundaries of design in a corporate environment
* Job ratio is 65% design activities and 35% management activities

About client
Headquartered in Amsterdam, the Netherlands, they are a Global Fortune 500 company and are consistently ranked as one of the leaders on the Dow Jones Sustainability Indexes. With operations in more than 80 countries, our 55,000 people around the world are committed to excellence and delivering Tomorrow's Answers Today(tm).

If you are interested in this permanent job, please contact sandra@thecollective or wilma@thecollective.net.