Great writing isn’t an easy thing to achieve. And if your
Bringing personality to life in language
Many people feel that if they could bring their brand personality to
More empathy in customer communications
Or if they nailed their writing skills their customer service teams would show more empathy, complaints would drop and customers wouldn’t leave.
Different ways to get better writing
There are lots of different ways to get better at copywriting – hire internal copywriters, bring external writers in on contract, use a copywriting agency or train people around the business. What works for you will depend on your resources and objectives.
Before I set up Afia I worked at Boots. I was hired to set up a copywriting service for the whole business. I managed it internally but we bought in agency and freelance copywriters, and we trained people. I gave away some of the most useful things I
Broader skills than you’d think
And just this week someone asked me to help them find a writer to work in-house. They’d employed writers before but found they were a bit shy and not proactive enough. It reminded me that being able to put good words together isn’t enough to make a difference in a business. You need a broader set of skills to improve your company’s writing.
More about selling than writing?
You need to establish a tone of voice that reflects your brand’s personality, then make sure people stick to it. You need to engage with people around the business, train, coach and cajole. It can be more about selling than writing.
A skills checklist
Here’s a checklist of the skills I think you
Brand and tone of voice
Brand language strategy
Writing good tone of voice guidelines
Engaging people around the business
Taking a good brief
Matching the brief with the right writer
Managing sign off, with lots of stakeholders
Content management systems
Different types of writing
– campaigns, SEO, letters, digital etc
And, above all…the confidence to get what they need to do the job properly.
If you’re struggling to get your