Photo by Annie Spratt on Unsplash
Most people can write but few people can write to engage, enthral, captivate or entertain a reader. Fewer still can do that in just a handful of words. We have a mantra in our team – “short, sharp, sweet”. It describes almost everything we write, from 15 second radio commercials to article copy writing. And we believe it’s the key to good advertising.
In advertising and marketing there are either time constraints for dialogue in a television commercial or space restrictions on printed material, or simply busy audiences with a limited attention span. With so much content out there, particularly with the rise of social media, great content writing that quickly delivers your key message is essential to getting your advertising noticed. If you’re wondering how we do it… here it is!
Finding Your Story
A few well-constructed words can create the right environment and emotion to deliver a memorable advertising message. A key to this is finding your story. Our team always spend time gathering information about your business by listening to you and through our own research. We often use focus groups, on the ground data collection, interviews and questionnaires to fully understand your business and it’s environment.
Developing Your Style
Every new piece of work needs its own special theme, voice or style. This will convey subconscious messages about your brand. Are you fun and playful, professional and straight-forward, friendly and approachable? The tone of voice, choice of language and length of sentencing will say a lot about your business. Plus, if used consistently, your ‘style of voice’ will become a recognisable part of your branding.
Creating a Finished Piece
You may only be provided a few lines of text for a 15 second TV ad but there’s a lot of time spent into perfecting every word so it conveys as much as possible in a short space of time. This includes workshopping ideas with the team and running through an extensive critiquing process.
What we present to you has been laboured over and tweaked many times to produce a great story that will get your advertising noticed!