I've committed myself to the Writers Write 12 Short Stories in 12 Months Challenge. And I'm loving it. They supply the prompt, the word count and the deadline. A lot like my content creation clients do in fact. Whether I am writing for clients or fiction, there is one thing that matters above all else. In fact, it's the Golden Rule!
The Golden Rule
Writing for clients or writing creatively has one golden rule - storytelling matters. Practising the craft is a joy. It's especially joyful when you get good reviews from readers and good references from clients.
Your Company's Story
Most clients are looking for a copywriter to talk about their product, company or ethos. Every company has it's own story - and I don't just mean the dreaded 'overview' or 'history of the company'. If that's all your copywriter understands about your company's story, you're in trouble.
What Kind of Copywriter Are You Looking For?
What you should be looking for is a good storyteller. One who can bring the words to life. A good storyteller makes copy breathe, gives it a heartbeat and leaves the reader wanting to know more. They create longing, atmosphere, comfort and urgency with just a few well-chosen words.
A good copywriter can, and should do the same as they pound out copy for articles, websites, blogs, thought leader articles and tweets. Copy which is memorable and encourages action on the part of the reader. Action that results in leads.
What You Really Need in a Copywriter
A great copywriter, on the other hand, has more strings to their bow - they understand design, marketing and story structure. They think visually as well as in words.
Choosing the right words based on what the words say and the images they invoke - it's what makes story, and your company, compelling. Great wordsmiths know this, whether they're published authors or not. I happen to be one. I also happen to be a content creator for both local and international clients with a background in design, advertising and broadcast television which makes storytelling part of my DNA. I love to make people lean in, an eyebrow raised and possibly even their heart pounding just a little. Which is why the review in the meme above was especially gratifying.
For my creative stories, short or otherwise: www.elainedodge.weebly.com
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