The recent debate about copywriting has, ironically, missed the point. Writing can be attempted by anyone, just as design can be and art often is – look at the Turner Prize. The point is, the best copywriters don’t just write, they think too.
Increasingly we’re being asked to work alongside designers and clients to help establish positioning, identify key messages, develop brand tone of voice and work together to create original communications. It is arguably this element of collaboration that matters most. Even with communication guidelines, our best results come from working with staff and designers to develop and implement guidelines. The writer’s role is to explain and interact – not simply write a series of prescriptive guidelines, however basic.
It’s the quality of thinking, as much as the writing, that makes good copywriters so valuable.
Stratton Craig Copywriters