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What's In Your Copy? The Case for Professional Copywriters

Writing is writing - or is it?

Remember the line from George Orwell's Animal Farm: "All animals are equal, but some animals are more equal than others?" It's the same with writers. Professional copywriters often bring an added value to the project. For one thing, professional copywriters write constantly, so they have a rich depth of experience in a variety of industries. Second, professional writers are skilled at managing the elements that make copy easy and enjoyable to read, like tone, clarity, rhythm, cadence and varied sentence length. Third and perhaps the most important, professional copywriters not only bring an objective point of view to the project., but also a creative one.

"Our designers work collaboratively with writers as a communications team," explains Terry Davis, Founder of design firm see see eye in Atlanta. "Having a writer who can think and contribute conceptually at the beginning is a big asset for our clients and the creative process." While Davis doesn't advocate that every company needs a professional copywriter, she does believe outside writers provide a fresh voice for a corporation. "Because they are not caught up in details of the company," says Davis, "outside writers can sometimes do a better job of communicating the big picture and strategic direction of a company in a clear and simple manner."

Zia Khan, founder and president of design firm Lucid, concurs. He believes that outside writers are better equipped to reach outside audiences. According to Khan, outside writers provide a more compelling case than you would normally get from just stringing facts, statements and assertions together. "A professional copywriter not only contributes to the concept stage, but also keeps coherent thoughts aligned with the concept."

Many times, it's what you don't write

According to Rick Anwyl, founder of communications firm EAI (now Unboundary), "A professional copywriter can distill mountains of information into succinct and relevant points, organize and prioritize it, and write well," explains Anwyl. "As a result, the document takes on a clear and sharp focus. Constituents read it and most importantly, understand it, Outside copywriters bring an objective perspective, extensive experience to the communications process. Matt Rollins, Creative Director of the design firm Iconologic, sums it up this way: "One cannot work inside a corporate or marketing communications department, day in and day out, and remain objective. Naval gazing is one of the hazards of the job."

Copywriters are like hairstylists

Not every copywriter is a good fit for your organization. So like hairstylists, you have to choose the one that's right for you. One of the best methods for doing that is to enlist the help of your design firm. "When a client asks us to suggest a writer," Terry Davis says, "we don't just offer one name. Instead, we present two or three portfolios showing representative samples of each writer's work. Other factors that we consider before suggesting an outside writer include industry experience, annual report writing experience, writing style and compatibility with our designers."

The litmus test.

Bottom line: Can a professional copywriter add value to your company's corporate or marketing communications? There's one easy way to find out-engage one. And judge the difference for yourself.

Robert Roth of ROTH copywriting is an Atlanta-based freelance copywriter. For more than ten years, he has written advertising, annual reports and interactive media for some of the nation's leading corporations-including Polo Ralph Lauren, Newell Rubbermaid, Capital One Bank, U.S. Marine Corps, Neenah Paper, Universal Electronics, Centers for Disease Control (CDC), AGCO, Equifax, Progress Energy, Delta Airlines and Grady Health System.

Robert is also the author of "The Writer's Guide to Annual Reports"--the seminal book on annual report development.The book covers every step of the annual report process, with heavy emphasis on key message development, creative concepts and writing style.

About the Author

Robert Roth of ROTH copywriting is an Atlanta-based freelance copywriter. For more than fifteen years, he has written advertising, annual reports and interactive media for  leading corporations-including Polo Ralph Lauren, Newell Rubbermaid, Capital One Bank, U.S. Marine Corps, Emirates Airlines, Neenah Paper, Universal Electronics, Centers for Disease Control (CDC), AGCO, Equifax, Progress Energy, Delta Airlines and Grady Health System.

Visit my website: http://www.rothcopy.com

Robert is also the author of "The Writer's Guide to Annual Reports"--the seminal book on annual report development.The book covers every step of the annual report process, with heavy emphasis on key message development, creative concepts and writing style.

Sign ideas for my high school foot ball team, Menasha blue jays?

I go to Menasha High school. Its our senior year, and we are going all out for football. Im in need some sign ideas to put up at games we are apart of the FVA Conference, Fox Valley Asso.

shouldnt the signs be the cheerleaders job?

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