Welcome to our new blog.
In the coming months and years we’ll be covering a diverse range of topics on all forms of written communication for business. We’ll divide these into four main categories: copywriting, speech writing, business writing, editing and proofreading. During the next five weeks ─ through the end of January 2009 ─ we’ll be looking at copywriting.
There is a lot of confusion about copywriting. Many business people don’t have a clear understanding about copywriting and its importance. I’ve met small and medium business owners and managers who are surprised that an outside company or individual would offer to write copy for their business. Some are even surprised that such a service exists. One of their first questions is, ‘How can you write about our business if you’re not in our business?’ Others confuse the term copywriting with copyright, a legal concept for protecting intellectual property.
On the other hand, there are professional copywriters who have a very narrow definition of copywriting. They think that the only good copywriting is direct response copywriting. These are the copywriting gurus who offer to teach you copywriting in a weekend ─ for the special price of $6,000 for a three-day course. You’ll learn all the copywriting secrets and become tremendously successful in a very short time.
In the coming months I’ll cover copywriting from the ground up. The first step will be to give you a solid definition of copywriting. Then we’ll look at the different types of copy to determine which style is best for your product, your service and your organisation.
See you soon!