The great copy makeover 9 October 2009
Gok Wan I am not, but I have done some interesting makeovers in my time. While writing copy from scratch is a big part of my work, giving existing copy a great new look is definitely part of my job description. This can range from a subtle shine and polish to a more dramatic reworking. Here’s an example of a copy makeover for an employee induction pack produced by a major energy company:
Before
“We have a strong health and safety culture to which all team members must contribute and maintain vigilance both on our site and customer sites.”
After
“We have a strong health and safety culture both on and off site – and we ask all our team members to maintain this.”
I rewrote the company’s copy to help their message stand out. And to make them look good, too. Because that’s what makeovers are all about.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
