Just before Christmas, I was seeking a few bottles of seasonal cheer on the web page for Majestic Wine Warehouse in Cheltenham when I read an inspired piece of do-it-yourself, non-professional copywriting by one of the store team, trainee manager Jamie:
Wine: it’s just a bunch of grapes. Like opera is just music and art just brushstrokes on the wall. To some it is. But for me, it is all of those things. It thrills, entertains and even saddens like an opera. It is the manifestation of man’s (and woman’s) ultimate creativity and expression akin to the walls of the Louvre and the Uffizi. It is place, time and life picked, crushed, nutured and bottled. I love it. I also like beer.
Although I’m not a great fan of beer, I liked this for the vivid picture it paints of wine appreciation. I’m no wine expert either. That’s why I trust the Majestic team’s advice – and they haven’t let me down yet. Jamie’s words seemed to capture the essence of good wine beautifully.
Later, after placing my order, I asked whether he had professional writing training and experience. Aside from writing a few reviews on the Majestic site, he admitted, he hadn’t. All the more credit to him.
Impressive writing surfaces all over the place and it needn’t come from the pen or the keyboard of professional copywriters. However, where we do have an edge is in our ability to handle large volumes of copy, across a wide range of subjects and market sectors. And because we write day in and day out we’re usually quicker too.
Jamie found time to pen the words above. However, too often, as a Cheltenham copywriter, I see that clients don’t have the time, the specialist skills or even the inclination to craft their own copy. And where they do have writing ability, as many marketing people do, they often face other demands on their time. Demands that make it hard to find and protect the time needed to work creatively on much-needed marketing, website, technical or PR writing.
And that’s where, just as Jamie and his colleagues use their skills to help me choose my seasonal wine, I use mine to help organisations get vital copywriting off the to-do list and out in the market where it can sell, persuade and inform.
Just a thought when that deadline is approaching or you need some inspired web content in 2013.