Copywriting

 

 

 

 

 

 

 

 

 

 

My areas of specialist knowledge and expertise are in the broad remit of arts, entertainment, travel, food/drink/hospitality industries. I have been writing about these areas for over 25 years, and have within the past 20 years provided content, copywriting, and forensic editorial refurbishment for many websites relating to music, travel, hotel, bar/restaurant businesses, as well as for numerous other companies. If you’re looking for an experienced copywriter/content provider that can deliver value to your work, product and/or brand (or whatever you wish to call it), then don’t hesitate to contact me. Tony Clayton-Lea (tclaytonlea@gmail.com)

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The most important aspect of copywriting is that you should know exactly who it is you’re writing for. The more specific, the better. The second most important? Focus on the advantages, the value, of what it is you’re writing about – not just the features. A really good writer can fuse copywriting (which aims to create value for the brand or product) with content writing (which aims to create value to the customer). The perfect end result? Not making the customer feel like they’re caught up in an advertisement. Different products and brands have different features, the end results of which are sales. The readers, however, have opinions and emotional responses. Emphasising the benefits of these features engage the interest of the reader. Being aware of the benefits make the reader want to experience them.

 

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COPYWRITING TIPS

1] Write for impact.

2] Draft an effective headline: a concise, deft and well-written headline will draw the reader into the main text.

3] A good copywriter can get the key message across, emotionally connect with the target audience, without being formal or rigid.

4] Forego jargon and (occasionally) traditional grammar rules: what is crucial is to explain matters in a conversational, inclusive way. Write active, not passive, and tell a story if relevant.

5] Write clearly, directly, factually and succinctly. Remember that content is more about the quality of the writing than the quantity. Ensure the tone or ‘voice’ of the writing conveys the style and value that customers associate with your brand.

6] Don’t forget CTA (Call To Action) tabs (Sign Up Now, Learn More, Click Here To Buy, etc).

Finally, when in doubt, hire a pro. As a business owner, time is your greatest asset, so use it to grow your business. Visually, website design is important to any business. Well-written content – be it refurbished/revised or newly created – is crucial.

 

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TESTIMONIALS

“Tony is one of those writers who I’m always delighted to receive work from – not just because the pieces are always on time and meet the brief, but because they’re always great reads! On top of that, he also brings a forensic eye for detail – particularly during the research stages – and combines proactivity with dependability to deliver what we need, without fail. He’s great to work with, an asset to any content team, and I’d have no hesitation in recommending him.” (Aidan Coughlan, MD, Far From Avocados)

Interview: Julian Cope

    So which Julian Cope do you remember? The pop star Cope of Teardrop Explodes, the Liverpool post-punk band that enlivened Top of the Pops with reassuringly left-of-centre gems such as Treason and Reward? The solo Cope wrapped around a gravity-defying mic stand-cum-lectern as he crooned his solo hits, World Shut your Mouth and … Read more Interview: Julian Cope

Interview: Paul Morley

 According to his online profile for The Guardian – the English broadsheet for which he writes on a regular basis – Paul Morley is a “rock’n’roll journalist who is from London.” As they said with some frequency in the days before Google – surely shome mishtake? “A rock’n’roll journalist from London?” ponders 56-year-old Morley, very much … Read more Interview: Paul Morley

Interview: Sebastian Barry

“I live quite an isolated life in some ways, and it can be interesting to come out and talk to people. I don’t read reviews until some months after the books are out and have been reviewed. You have to take them as they come, don’t you? Publishing books is a form of boxing but … Read more Interview: Sebastian Barry

Interview: Joe O’Connor

“I love writing, and I have since I was a teenager. I’m very lucky that I enjoy it,” says Joe O’Connor. You can tell he enjoys it, too. What makes O’Connor different from some other writers, however, is not so much the profligate nature of his output, but the fact that his quality control levels … Read more Interview: Joe O’Connor