The copywriting surprise 20 January 2008
When we’re busy doing what we’re doing, it’s not always that easy to explain it to others.
I mean that ‘I just sort of do it’ attitude – or the ‘I’m so busy doing it, I don’t have time to think about it.’ approach.
So when someone asked me at a networking event on Friday about ‘How to write’ as a copywriter, I had to think. In my business I’m used to explaining the value of copywriting for communicating about products, services or news. But how to actually do it? Hmmm. Well, after a bit of thought I told my questioner that it’s about keeping the content simple (not elementary-dull, just pure and simple), focusing on the central message (what’s the underlying purpose of the content?), and then throwing in the zing.
The zing, that is, the sting – the cayenne pepper of content. The surprise in the scorpion’s tail. The little twist that makes words on the page (or screen) speak. Copywriting that makes an impression, precisely because it goes, at the crucial moment, against expectations.
So that’s what I explained to my new networking friend. Writing, done simply – with a surprise.
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.
