Tips, news and views from Green Light Copywriting

Keeping the client in mind 2 November 2008

People often ask me what I think about when I’m copywriting for business. They’re curious to know what’s actually going through my head as I create new content for communications and resources. As you’d guess, I always write with the target audience in mind. But I also keep a close focus on my discussions with the client. I’m thinking about their aims and aspirations. I’m also keeping tabs on what they may have implied but not stated directly, i.e. the style of copy they don’t want and the potential preconceptions about their industry they may want to move away from.

Throughout the writing process, I consider my client’s style and outlook, for example, do they want to be presented in their web copy as a big company or a highly individual kind of business? Are they keen for their publicity to tell a particular kind of story? Are they looking to draw in customers with a more informal approach? Whatever I’m writing, I’m always aware that my copy is there to help a business move ahead – and that’s built in at every stage, from the first meeting to the final sentence.