Keep Copy Sparkling
We love writing at Rhubarb Fool. It’s kind of like breathing to us, and a part of why we’re so infatuated with all types of media.
One of the things that most helps you to improve your skills as a writer is incredibly simple – just reading. The more different types of writing you encounter, the more words you’ll learn, the more ways of constructing sentences you’ll discover, and the more styles you’ll sample.
That doesn’t mean just classics. As much as we love Austen and Shakespeare and Fowles, Eliot and Auden and Tennyson, we read everything. Variety is not only the spice of life, but enriches you as a writer and as a
person. It’s not just magazine articles or blogs that can be captivating either, but seemingly uninteresting things like brochures, supplements and information leaflets.
So copywriting – even in its most ‘basic’ form – is important. If that’s the case, then why is so much of it not very good?
Don’t get us wrong, it’s not that common to read something so dreadful you fall out of your seat, but a lot of the time we find ourselves studying copy and finding it generic and uninspiring.
Considering the fact that this is the medium that brands are using to interact with their customers and foster meaningful connections, this seems quite counterproductive.
Any words associated with your company should shine, engage, dazzle, and resonate with your consumer base. How do you achieve that? With hard work. And by engaging the professionals, of course.
A good example is a project we were working on for Westfield recently. The amount of writing required would be considered by some people to be negligible – less than 25 words. But it took us several hours and 3 different copywriters to come up with our final offering. Why? Because we care about maintaining our clients’ voice and personality across all platforms, even on the smallest ones.
A great way to protect the integrity of your brand and associated collateral is to compile a style guide. You probably already have one, but it may relate more to your logo than to your writing style.
Style guides are so useful because they help you to establish a firm tone of voice, a set vocabulary, and unified purpose, which sets a fantastic foundation for any copywriting that will be done in the future. At Rhubarb Fool we are devotees of the style guide. Find out more by having a look over our
blog archives, or even get in touch to find out more about what we can do.