Once or twice a week I escape from the office and climb the hill behind our village. It’s a good 40-minute walk each way, with a 500-foot altitude gain, and it’s the perfect way to get some exercise and precious head space. I usually take my LEKI walking poles with me and when I meet someone on the hill they often ask whether I find the poles helpful. The answer is always ‘yes’, followed by a features and benefits presentation that the German manufacturer would be proud of.
These conversations on the hill got me thinking about the similarities between my LEKI poles and a good Gloucestershire copywriter. Both are versatile and helpful under a variety of conditions. And, just as the LEKIs help me get more out of my walk (and stop me taking a fall on a steep descent), so an experienced copywriter helps organisations get more from their business communications and spares them the embarrassment of poor written content.
As well as being great value, the LEKIs are portable and compact too when they are ‘collapsed’. And because they’re made of high-quality aluminium they’re durable and maintenance-free so they don’t cost me a penny when I’m not using them. Just like the freelance copywriter who’s there for you when there’s writing to be done – but without the overhead of a staff writer when it isn’t. And of course, being made by LEKI, the poles are wonderful to work with. Just like a certain friendly, locally-based Gloucestershire copywriter.
It’s time to grab those LEKI poles and head for the hill!
On Radio 5 Live this morning they were talking about changes in pronunciation of English words. It got me thinking about how little talk there is about copywriting and copywriters there is on the BBC (or any broadcast media). Linguistics and phonetics get a look in every so often. And from time to time Lynne Truss or someone similar gets wheeled on to talk about poor punctuation or spelling. But there never seems to be a really good TV or radio programme about the value of copywriting, copy-editing or SEO writing for businesses. A shame really, when poor copywriting, writing style or even punctuation can be like the assassin’s gunshot that kills before the victim hears its report. Poor copy can distract a potential client (or even turn them away) from your business message without them even realising why.
Maybe, in the great scheme of things, copywriting and copy-editing isn’t seen as suitable programme material for the media. I was therefore pleased to see the BBC’s Dragons’ Den touching on the importance of good writing a few weeks ago. How did it happen? In one episode the business being pitched was a writer and publisher of children’s books. When it came to the judges, one of them picked up on the inconsistent use of a full stop after the word ‘Mrs’ throughout one of the books. It obviously set him thinking. Moments later, as I recall, and influenced by this inconsistency and what it said about the content, he announced that he was ‘out’.
When it comes to your business writing, the services of one of the more experienced Gloucestershire copywriters could give you a better chance of avoiding potential clients saying ‘I’m out too’ before you’ve had the opportunity to impress them with your offer. And on a positive note, good copywriting will do wonders for the way your business, products and services are presented to the world.