Why you need a Professional Copywriting Service.

The right words for your Business.

Well chosen words will unlock the potential of your business. Professional copywriters understand that. Every word counts. You need to generate intrigue for your product. You need to understand your customers, convince them they need you. To do this best your company needs a professional copywriting service.

I understand all this and will work with you to communicate with clients both existing and potential.

There are lots of different types of text that your business might need. Follow the links for examples of my work.

PORTFOLIO QUICK LINKS

Advertising copy

Sales Materials

Direct Mail & E-Mail Campaigns

Press Releases

Social Media Campaigns

Blog & Website Content 1

Blog & Website Content 2

My Own Blog

A Fun, Creative Brief

ADVERTISING COPY

Advertising is essential. After all, no sales, no business. An advert is your company’s window to the world. It doesn’t matter if it’s for print or social media. It should be short and memorable.

Before I work on copy I’ll first chat with you about what your company offers and what message you want to convey. That message could be as simple as ‘trustworthy’. Identifying the central quality of your product is the first step to effective advertising.

Follow this link for an example of this kind of work.

SALES MATERIALS

Having caught your customer’s eye you now need to convince them. The best way you can do this is by using words that inspire them to trust you. Mainly this is through his means brochures and website content. Know your products and their benefits. Tell your customers succinctly and elegantly. Think of your sales materials as you would sales people. They have the dual job of projecting an image and making you money.

Follow this link for an example of my writing for sales materials.

DIRECT MAIL & E-MAIL CAMPAIGNS

Reaching out to potential clients can reap rewards.

Using a mail service, traditional or electronic, is a great way to make contact. But your mail needs to make an impression. Understanding your audience is essential.

Follow the link for an example of Direct Mail communication.

PRESS RELEASES

You’ll probably want to tell the world about your company. A press release is a great way to do that. They’re not just for old fashioned print newspapers either.

Your story could go viral. Maybe it’s a product release, charity work, or a human interest story from your team.

Whatever the occasion I’ll work with you to mould the story into shape.

Click on the link for an example of this kind of work.

SOCIAL MEDIA CAMPAIGNS.

Facebook, LinkedIn, Pinterest and Twitter*, they can all be useful for your company. Each of them is different and needs different writing. I’ll work with you to create campaigns which will spread the word about your business organically.

Click here for examples of writing for Twitter, Facebook and LinkedIn

*Sorry Elon but Twitter is a far better brand name than ‘X’.

BLOG POSTS AND WEBSITE CONTENT

Giving your potential customers useful information is a great way to gain their trust. It will make your existing ones more loyal too. One of the main ways you can do this is through a company blog. This content is ideal for sharing over Social Media.

Blog posts can take many form; product news, company landmarks, industry analysis, hints and tips. Publishing content relevant to your sector will help your search rankings. That means more sales.

Here’s an example of the kind of content you might want to include

Here is another, different story idea.

My own blog covers my passion, music, you might want to check it out if that’s your thing too.

Neil Young: The Ragged Genius of his Musical Multiverse.

Posted on 25 September 2023 by Andy

Neil Young contains multitudes. Sensitive singer songwriter, grizzled 'godfather of grunge', lifelon…

The Aesthetic & Social Roots of Joy Division

Posted on 13 September 2023 by Andy

This is the introduction to a series of essays and video essays*. In them I’ll be exploring so…

Creative Copy.

A brief can take any form. Here’s an example of a fun one. It’s a set of labels written for a friend’s wedding.

These are just some of the kinds of materials that copywriters deal with. There are more. But now it’s time to address the elephant in the room.

Can AI do the job of a copywriter?

It’s certainly a hot topic nowadays. Of course I would say no but hear me out. Having used it my self experimentally I’d say it has a few shortcomings. Firstly, there are what AI experts call ‘hallucinations’. This is when a language model seeks to flesh out it’s answers on any given subject through guesswork. It means you can never be sure you are getting accurate information. Relying on ChatGPT to write a website article for you could reflect badly on your company.

When challenged, an answer like this is produced.

I apologize for the incorrect information in my previous response. I appreciate your diligence in pointing out the error.
Thank you for bringing this to my attention, and I apologize for any confusion.

It seems that when AI is trained upon the product of a large language model all sense is lost. This is called model collapse. It seems that at least for now artificial intelligence needs a human to ‘drive’ it.

Style Matters

Then there’s the matter of style. Language models excel at producing walls of text which superficially seem impressive. Look a little closer and you’ll see cliched turns of phrase, eager to please adjectives . For me, the style of writing it produces flows badly. Sentences are long and clumsy. It’s not a pleasure to read. There’s no rhythm. As Truman Capote famously said of Jack Kerouac ‘that’s not writing, it’s typing’. Everything is grammatically correct of course…

But, that’s not always what you want. English is a pliable language. It also differs from say Spanish, which I also speak, in that it doesn’t have officially codified rules of grammar and meaning. Verbs become nouns and vice-versa. The English language is constantly changing to mirror society. It always has done. The subtleties of this fusion evade AI programmers and consequently their systems. That means that while competently written, AI material will always struggle to connect emotionally with people.

What is it good for?

What AI is extremely good at is speaking in computer languages. Ask it to use, for example C++. Give it a precisely written description. The coding it does is clean, efficient and personally I find it an incredibly useful tool.

This makes sense, computers know how to speak to computers. But humans are not computers. We respond to metaphors, images, emotion. We understand summer nights and winter mornings through accumulated experience. These associations bind our minds and each other together. Our experience and memory are multi-sensory and rich.

It’s clear that a computer system could never truly experience all of these things. I’ve tried the experiment of asking AI to produce text in ‘the style of…’ a few writers. Some it does very well. Here’s a little of it writing in Shakespearean Iambic pentameter on the subject of biology.

In cells, the stage where life's great drama's played,
Where molecules, like actors, take their cue,
Within the nucleus, the genes are laid,
Their code in sequences, a tale anew.

Cute, and clever too. Doing Shakespeare, seems to be a trick that the programmers of ChatGPT set as a ‘feature’. Sonnets and the like have easily tracked patterns which were obviously included. They bear no resemblance though to the patterns of real speech.

Why You Should Hire a Professional Copywriting Service.

By using a professional copywriting service you will be able to make a better connection with your customers. That means more sales. Let your customers know who you are, how you can help them. Communication is connection. A wise choice of words in whatever material you choose will help a lot.

I’ll work with you first to understand your clients and the market you want to reach. We’ll talk about your message and values, what you do, what you want to do. The fuller the picture the better. A big part of the job of a copywriter is selecting precisely the right aspects of a brand or product to stress.

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