Creative ideas and great writing are the middle and end of creating great copywriting work, whether a consumer web site, building project leaflet, product brochure, construction white paper or human resources press release.
First up, we like to do some research so we know all our hard work ends in sales leads and product shifted.
The Takooba method
1) Your sectors, your customers
First, we make sure we know who your customers or clients are are, what their concerns and delights are and how they make buying decisions.
2) Tell them what they need to hear!
Customers buy or commit based on trust. They want to know your business understands their situation, has thought about what success looks like, and has a proven track record.
3) Get to them
This is where the creativity comes in. It's not just about where your customers are going to go (the type of media) but what might interest them.
Apart from the web or a brochure, It could be a case study showing how you've helped a similar company, an entertaining or useful article about industry conditions, or a piece of research that helps get press.
4) Express it lovingly
My writing doesn't waste customers' time. They will find out what they want to hear as soon as possible - but with enough humour and grace to hook them to the last.
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"This is incredibly helpful and very good copy editing, thank you so much. I totally agree with your suggestion about how this should be structured..." Helen Slater, Marketing, Publicity & Promotions Manager, Intermusica
" Indeed the website has turned out very nice, the result is there! Thanks for you efforts in achieving that!" Marten Paasman, R&D programme manager, DSM Food Specialties
"Thanks for doing a great job so far. I don't think the amends will be too arduous." Phil Scott, creative director, SWD
"Just wanted to say as well you've done a brilliant job on the first mag edits. Really well done, Michael." David Cartwright, features manager, GHSE Magazine.
" I love the feature. Thanks very much!" Gabrielle Vinyard, assistant editor, Architect's Datafile
" Well, we got there Michael. Many thanks for a great job." Oliver Parsons, editor, Sunday Publishing.
" A main board director has approved the article. Thanks for your efforts - I know it was a tough one!" Anna King, owner, Informare
" I really do appreciate all the work you put in on the videos – your script writing in particular was really fantastic." Eleanor Perkins, press and fundraising, Habitat for Humanity.
" Michael Willoughby is a highly experienced writer with an amazingly enquiring mind and a great list of contacts. He's extremely dedicated and it's been a pleasure to work with him," Sarah Richardson, editor, Building Magazine.
" I worked with Michael for two years in NYC at one of the most prestigious PR agencies in Manhattan. Michael's attention to detail and strong work ethic were vital to our team. Not only that he's a lovely bloke too!" Bridget Fishleigh, partner, Nomad Communications
" And we're done. JIPIIIIIEEEEEEEEEEE. Thanks a lot for all the content :)))) happy days!" Martha Rzeppa, online marketing consultant, Milestone Marketing.
" I’ve worked with Michael when I edited onoffice magazine and now ALTO; his writing is always pithy and entertaining," Elizabeth Choppin, ALTO Magazine
" Have you seen this man’s writing? It’s sublime” Liz Male, Liz Male Consulting
" Michael is a strong writer and strategic thinker who has a view of the big picture, and a very quick study of new ideas.” Ken Banta, head of corporate strategic affairs, Bausch + Lomb.