Firms have routine ways in selecting writers to write copy for web sites, pdfs, white papers, advt duplicate, or any promotional materials. One prominent criteria adopted in choosing writers could be the price at which their writing comes. Seldom is the writers’ portfolio, or their ability to present clearly the product or service to the prospective consumer, taken into consideration.
One thing is for sure, clearness in copy reduces the effort required of potential clients to make a purchase choice. But , in order to ensure that the sales copy achieves this purpose, these questions need to be duly considered and answered.
Does the copy written by a professional writer faithfully present all of details of the product or service in offer?
A point of common approval is that, balance is seldom achieved between the product in offer, as well as the write-up to explain it. Again, we are coming to the much debated requirement for the need to bring about common understanding between the expert who has product information, and the writer who documents within appropriate language the features plus benefits of the product. Hurdles to simple interface between experience and appearance are vividly seen as company plan, confidentiality, marketing strategies, and attitudinal issues on the part of either.
Good knowing between the expert and the writer could be established by
– sharing info, experience and expertise
– marketing a common understanding of the product or support in offer
– evolving a mutually acceptable outline of the articles, such that in the future there could be no main mismatches between the product offered and its description
– leaving no scope for confusion in understanding or needless distractions in presentation
Is all writing the same, or are there any levels in writing?
Many believe that ‘writing is usually writing. ‘ But , what they actually fail to understand is that writing or even expression changes with the task to become accomplished. The writing skill that’s needed is for producing a web copy differs from the writing required to produce an Email Newsletter.
Professional writing has four layers.
1 . Brochures, Web Duplicate, Event Invitations and Speeches demand promotional writing. Here the writer’s interface with the expert is peripheral or rather superficial. But what exactly is vital is the writer’s concrete understanding of the firm’s customers, and of exactly what motivates them to buy the products within offer.
2 . Proposals, fact bedding, client case studies and pr campaigns demand explanatory writing. Here again the writer’s role is minimum, being limited to presenting in great language all the expert ideas plus experiences with customers of the company.
3. White papers, Email Notifications, Blogs and Articles demand educational writing. Here the writer’s purpose is not to produce a sales-oriented copy, yet to present an informative and fact-filled writing. The writer offers an in-depth description of the product or service launched or to be launched.
4. Management journal content, research studies and books constitute developing writing. Here the writer is expected to gather expert’s ideas, create them and present them because in-depth feature stories. The writer resorts to developmental writing primarily to shape the expert’s thinking.
Should idea be the exclusive website of the expert, and expression of the author?
It can never be. From the over categorization of writing types, it really is evident that the writer and the specialist are bound by set restrictions. The writer lacks the concepts, and the expert lacks the appearance. So , what is needful is good understanding between the expert and writer to offer the goal of producing a good duplicate to put the message across towards the prospective customers.
Will a draft describe of copy preceding the final content ensure good understanding and healthful appreciation between the expert and the writer?
Certainly yes. Towards establishing the rules of engagement between the writer as well as the expert, the preparation and display of draft outline is of principal importance. The chief benefit in getting an outline before the actual content is the fact that, it keeps the expert and writer focused on the ideas to be developed, with the expert being treated of worries that the writer may go out-of-way in presentation of information, and the writer being freed associated with needless expert attempts to tinker with his expression, with each concentrating on their respective domains, in addition to offering scope for mutual understanding plus support.
Are firms really complementing the right writer with the job to become done?
Seldom this happens. With firms having exceptional brand presence in the market, enough care is taken to observe that the writer and the task duly match.
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In this context, the ‘writers’ pool’ that these firms have available needs mention. In the case of medium plus smaller firms, new to the market or even yet to establish their presence on the market, it is a sort of mixed approach, exactly where writers are rarely matched with the creating task to be performed, with greater weight-age being given to the price where the writer offers writing services. To avoid catastrophic fallout of writer-task mismatch, the expert can orient the particular writer, such that the writer becomes knowledgeable about the topic at hand. This enables authors to offer writing, that to a greater extent achieves common understanding, plus establishes healthy appreciation between the two.