Be kind, don't rewind 23 March 2010
Imitation is a funny thing. It may be said to be the sincerest form of flattery, but it is not the strongest force for innovation. Especially so in copywriting. Over the years, a few prospective clients have asked me to write something that mimics the copy of another company.
Style spotting
What can come across as an out and out request for plagiarism is usually something more subtle. On a closer look, what the client has found is a sense of the style of copy they’re looking for. The other company’s website or brochure has given them a clearer view of the way they want to communicate.
Find what they like
Seeing the gap between where the client is and where they want to be in their copy can be invaluable in understanding what to write. The secret is to recognise what it is the client likes about the other company’s copy. In this way, their interest can be turned into something very valuable.
No imitations allowed
Tricks like these allow me to write copy that is genuinely about an organisation. After all, they’ve asked me to create copy solely for them. The job is to create original copy that speaks for the company. Not to do a rewind job or a repeat performance.
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.
