Copywriting

Writing advertising copy is a unique art. The copywriter must catch the reader's attention, motivate that person to continue reading, communicate information, and prompt action of some type. To complicate matters, when writing for a website the copywriter must also use appropriate keywords, and use them often. This assists the process of search engine optimization and affects how well a website performs on the all-important search engines. The skills needed are the same whether the writer is creating a twenty-page website, or a short but high-impact ad.

After testing hundreds of print advertisements, direct mail pieces and web pages, we learned that a single word change in the copy can make a huge difference in the clarity and the impact of an ad. One word. How do we know this? Companies like Citicorp, Gannett, Weight Watchers and AT&T have paid us to test ads written by their agencies. When you hire us for a writing project, your organization will also benefit from the principles we learned in over twenty years of advertising testing.

We understand the time constraints on your intended reader, we know how to catch attention, we know what points will have impact, and we know how to move the reader to the next step in the process. It really doesn't matter whether we are writing copy for a brochure, print ad, website, training manual, magazine article--or even an entire book. The principles are the same. After all, The Qualitative Difference made a name for itself by understanding the minds of the customer, client or prospect. When we write a magazine article, we use words and phrases that are understandable and interesting to the readers. What questions do they want answered? How can the author establish expertise in the field? What will make reading the piece enjoyable and easy? Copywriting a brochure is the same. What will keep the prospects reading until the end? What do we want the readers to take away from the piece?

Writing website copy involves a few other principles--but the core approach is the same. We know your finger is on the mouse as you read any website--including this one. You are ready to move on. What will keep you from clicking to another page or to another site? Do you know? We do.

For more information on the topic of websites, just click on Website Development on the navigation menu to your left.

Do you know any other copywriter who has personally tested hundreds upon hundreds of ads and brochures? Someone who has been in the room with prospects, clients, corporate decision makers, and consumers from every strata of society when they discussed the ads? Someone who has seen the looks on the faces and the nods when the copy worked--and seen them turn the page when it didn't. How many copywriters do you think there are with that background?

And, while on the subject of differentiating our services, how many copywriters do you think also have advanced degrees in psychology that enable them to deeply understand the needs and motivations of the reader? Copywriters who understand that words have connotations, and all the connotations must be considered. People have associations to certain words, and sometimes nuances are important. We also make assumptions about the writer as we read the page or screen. Is it a man? A woman? Is this person easy going or an effete snob? Would I like to have lunch or dinner with the writer, or would that be a total bore?

The very best writers--copywriters, fiction writers, non-fiction writers--create a relationship with the reader. They help the reader feel comfortable. They communicate that the reader is important and understood. They give the reader a good feeling about the product, service or ideas that are being woven into the word tapestry.

If you have read this far, perhaps you are feeling a relationship with this writer. Perhaps. If you would like other writing samples, just click on the Company link and then click on Articles. There are many there, written and published over a period of twenty years. There are others that have not been added to this website as of yet. We can also refer you to effective websites, brochures and catalogs that incorporate our copy.

If you have a nascent writing project, please feel free to contact us to discuss it. No obligation.