copywriting

Raid kills bugs dead

Even if the above famous advertising headline is not before your time, you probably do not know that it was [ostensibly] written by Lew Welch, a poet of the Beat generation who roomed with Gary Snyder and Philip Whalen, and was admired by William Carlos Williams; Jack Kerouac based his character Dave Wain on Welch in his novel Big Sur. The credit for that memorable ad slogan has been disputed though Welch did work for Foote, Cone & Belding in 1956 when the agency produced ads for SC Johnson & Son’s insecticide.

Indisputable, however, is the fact that poets have made their living from anything other than poetry. For example, James Dickey worked for advertising agency McCann-Erickson. Hart Crane worked in a print shop and as a copywriter for the J Walter Thompson advertising agency, among others. Yet it’s the concise, to-the-point nature of poetic language that’s required to grab the attention of the busy public. Snippets from poetry and popular songs inform advertising headlines and jingles, evoking moods and associations.

typewriterCopywriting is writing copy for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.

Copywriters help create direct-mail pieces, taglines, jingle lyrics, Web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer), online ads, email and other internet content, television or radio commercial scripts, press releases, white papers, catalogues, billboards, brochures, postcards, sales letters and other marketing communications media pages. Copy can also appear in social media content including blog posts, tweets and social-networking site posts.

writing for the Web is very different from writing for other media, tending to be more succinct than traditional advertising

Content writing on websites may include among its objectives the achievement of higher rankings in search engines. Known as “organic” search engine optimization (SEO), this practice involves the strategic placement and repetition of keywords and keyword phrases on Web pages, writing in a manner that human readers would consider normal.*

Contact us if you need writing that communicates efficiently and beautifully. Among our associates are veteran copywriters and journalists. In addition, expert French and other language translation services are available.

*Wikipedia