A few years ago I was in Rome and couldn’t believe the mass of humanity all around me. It was amazing. All walks of life, young people, old people, people looking for love, people in love and lots of people withstanding the loved ones they were with … you get the picture. So, when I stood on at the top of the Spanish Steps I wondered, what if I could yell hello to everyone standing below and grab their attention all at once? I could say hello in at least 5 languages, but surely I would leave someone out and not be able to connect. I think we often craft our marketing messages in much the same fashion. We go out there, try to yell hello to the entire group without thinking how to connect with the right words and phrases.
This is why it is so vital to craft a message and generate a concept that is truly unique to the product/service you are promoting. This is why utilizing an accomplished freelance writer makes sense. They often have a strong foundation of client experience and bring a wealth of knowledge to the table. It’s great ideas that your company can build upon and use to create a free flowing stream of solutions for your business.
Yesterday I discussed two reasons for hiring a freelance writer. I want to continue this discussion with one of the most important reasons to hire a writing expert.
3) Stronger conceptualization with a sprinkling of verbal control – Big Ideas, Enormous Results
One of the most important things your writer can do is effectively brainstorm. It is key for a writer to know how to concept not only with you the client but also with the rest of the creative team. Having the ability to work with multiple business cultures, personalities and daily-to-day challenges is vital when crafting a cohesive message for your clients.
Often, a staff writer is unable to change the team’s mind when it comes to effective writing and what makes sense for the target audience. Let’s face it, they work together on a day-to-day basis and often begin talking the same speak. They may even loose the ability to communicate to the potential customer in a way that captures their attention.
An experienced freelance copywriter is steadfast in their idea generation and can produce hard-hitting concepts that generate results. They see “creativity” as only a portion of the process and often look to other places, besides their own lives, to concoct successful ideas. They have a multitude of client experiences and bring that expertise to the brainstorming session, which can be invaluable.
When it comes to generating ideas I look at it as how “powerful” is the concept and then I focus on how “creative” is the concept. Here are some questions to ask to ensure powerful communication over creative fluff.
- Does the message connect with my audience or is it over their head? (If you’re using tech words or ad industry jargon to be cleaver, your words are empty.)
- Am I using humor just to get a laugh? (Humor is a great tool when used correctly. However, if you’re just using it to get a laugh, you’ll find your targeted message is often being missed.)
- Have I told my audience what I want them to do? (If you don’t provide a strong call to action, your customers may be lost. While your ad may be unique, eye-catching and creative, it may get missed if the reader isn’t lead to the right outcome.)