I’ve been asked to write many wacky and wonderful things. Writing copy to entice joiners and fitters back into the store was a tricky one.
Brief: To write copy aimed at kitchen fitters and joiners who haven’t bought any Benchmarx products for at least 20 days and may potentially lapse as a buyer. The DM aimed to entice them back into the store.
What I learnt from this project and what I could bring to my next one:
- Tone of voice: is it appropriate? My first draft was too informal for business customers and I had to make it sound less like I was talking to an old pal and more like I was addressing a customer in one of their stores
- It takes more than one go to get it right and I’m willing to listen to feedback
- Writing a small block of text takes just as long as a whole leaflet, so I need to take that into consideration when estimating timescales
- Listen to the person giving the brief and make sure it’s what they want
Initial copy to present to the client First draft from the designer Final version of the copy