texteffect copywriting plus

"In spite of the recession, my campaign has brought me new clients from business and public sectors, but I had to work hard for it," Rupert Waddington, Editorial Consultant, texteffect copywriting plus

If you're putting something in writing for web or print, you must want it to be read - texteffect copywriting plus makes this happen. texteffect distills and crafts your ideas into concise and engaging copy, getting impact, attention and the outcome you need. Style, structure and presentation all help to engage (or lose) your reader instantly. texteffect edits and writes, but also works creatively with the concept, layout and typography - doing whatever it takes to give you material that works.

Rupert Waddington, Editorial Consultant at texteffect copywriting plus talks briefly about how he uses newzapp email marketing and how great copy can help you get the best return on investment:

Communication or Conversation? The dimensions of good copy

Does your e-bulletin need to communicate or converse? To shout out loud to the marketplace or engage with it more strategically? Simple messages like 2-for-1 or New Year Sale use classic copy clichés. However, for a more sophisticated reading experience copywriting alone may not be the best solution. You want the best return from your investment in newzapp, and you can achieve this easily with a 3-D approach to your copy.

Of the e-bulletins you yourself receive, how many do you actually read? Getting initial attention is easy, using visual impact, branded design, headlines, instant context and relevance – but how do we create real interest and desire to read? As with any good journalism, the answer lies in ‘implied conversation’, a two-way dialogue with the reader. Your aim is for the recipient not just to read, but to think about your topics. Compare a news bulletin with a documentary – one informs, the other engages. The documentary invites you to think, and a clever e-bulletin does the same. Making your reader feel actively involved is the third dimension of successful copy.

The best way to achieve this is to sketch your own draft material, and use a good independent editor to finish it off. It is very important that it is your draft material. You know your business and your market, and however rough your drafts, they reveal far more to a creative editor than any copywriting brief. Coming from your own pen it also has greater originality and integrity, vital in winning the reader’s time. Traditional copywriting is at best a two-dimensional process, translating one person’s ideas into another’s words. And despite the profession’s own defining cliché, it is rarely ‘sparkling and original’. Editing is much more collaborative and thoughtful, keeping you in the driving seat but with an expert navigator sitting alongside.

If this short article has provoked some thoughts, good or bad, it has demonstrated the ‘third dimension’. Focusing entirely on the quality of the reading experience, my approach combines conceptual planning, copywriting and editing. I translate from author to end-user perspective to achieve the most effective written communication. Established clients value this input highly, and thanks to newzapp I have been able to win exciting new business.

All my new newzapp clients share two things in common. They know they cannot afford to drop standards, but they also do not rush into decisions. So I carefully planned my entire newzapp campaign in advance, ensuring a constant drip-feed of information over several months. I also reserved space to touch on anything topical that cropped up nearer publication date. You can examine one of my own e-bulletins here. It raises issues in a business-like way, demonstrating the clarity and accuracy my clients want for themselves. However, as mine is a personal service it also reveals a little about me. Finding your own style is important but also easy, and comes naturally when you create your own drafts – so get writing!

If you want to find out more about texteffect copywriting plus you can contact Rupert on 0121 628 4486.

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