Showing posts with label adelaide writers. Show all posts
Showing posts with label adelaide writers. Show all posts

Saturday, 23 August 2014

Getting the Details Right as a Freelance Copywriter

Writers in the commercial and business world often face some fairly unique challenges. As a freelance copywriter, the subjects that I have been asked to write about over the years have been rather diverse—I never thought that I would become an expert on wheel loaders, or offshore drilling, or chiropractic treatment. Nor for that matter did I ever envisage the need to become well acquainted with how solar panels work, how online casinos operate, or the implementation of sustainable farming practices.

But these are just some of the many topics that I’ve been called upon to write about as a freelance—all of which, I should point out, I knew absolutely nothing about beforehand. But the essence of being a professional copywriter is the ability to create copy that sounds convincing, both to the layman and aficionado alike, about industries, products and professions that are not necessarily your areas of expertise, while at the same time being informative, engaging and even—sometimes—entertaining.

Advice for freelance copywriters by Mark Angus in Adelaide
Learn more about our Adelaide copywriting services at www.cadoganandhall.com

Learn Quickly and Ask Questions


All of which means you need to be able to learn quickly. It’s sometimes necessary to absorb a great deal of technical information in a very short space of time, and then get a significant enough grasp of the details that you’re able to write about the subject with some confidence. Solid research skills are therefore just as important for a copywriter as writing ability—you need to know where to find good trade intel that is useful and intelligible, and then to be able to extract information that is appropriate and relevant to the task at hand. A good eye for detail is crucial.

Asking questions—or perhaps not being afraid of asking them—is something that a copywriter needs to learn to do. When you’re being briefed on a job, it’s important not to leave the meeting or end the phone call without having a crystal clear understanding of what your client is looking for. If you need to ask a lot of questions, go right ahead. It’s sometimes tempting, especially with a new client, to exude an air of supreme confidence, to give them the impression that you’re completely across the brief when in actual fact, if it’s an industry or profession that you’re not experienced in, you may not have grasped what they’re looking for at all. I know that this is a mistake that I have made in the past. The thinking goes along the lines of: “If I ask too many questions, they’ll rumble that I really don’t know anything about how dog food is made and I’ll lose the job. Better keep quiet, take some notes, and try to look interested.” In the end, this does no-one any favours.

Clients Like to Talk About Their Business


I find that most people in business actually like to talk about their work, and enjoy sharing their knowledge and expertise. I’ve never known a client to be put off by answering questions about their business. And getting as much information as you can before you start a job will make it easier, more enjoyable, and will ultimately help you to produce better copy. Good copy equates to a happy client, which in turn may well lead to further work, and so there’s nothing to lose by engaging in a discussion, asking questions and getting as much information as you can directly from the source. The ability to ask questions is an essential part of the copywriter’s skill set.

Know Your Audience


A professional writer needs to be able to create copy that is right for the intended audience, and so really understanding who that audience is, and what their expectations are, is crucial. In commercial writing, the audiences you need to engage with will vary widely. A piece for a company’s in-house journal, for instance, will have a very different audience to that of a press release about a retailer’s end of year sale. A blog for a small manufacturing company will be read by different people and in a different way to the website content of a health professional. Being a copywriter is all about matching tone and content to the audience.

This involves being engaged with the wider industry on a number of levels. Look at what successful companies, both large and small, are doing with their written content. Subscribe to some trade journals to see how technical and manufacturing industries write about what they do (you’ll be amazed to find that there are trade magazines for just about every kind of industry or business imaginable). Read business-related blogs and social media posts, check out film and theatre reviews, keep up to date with what’s successful and popular on online content curation sites. Understanding how to shape your copy to suit different types of audience is one of the copywriter’s key skills, as is understanding who will read your copy and how they will read it. Get a feel for how different types of texts are expected to work in different kinds of scenarios.

Writing Interesting Copy About Dull Subjects


One of the most challenging aspects of being a copywriter is writing about products, or businesses, or even people, that are sometimes, quite frankly, rather dull. It can be a real struggle to come up with lively and engaging copy on a subject in which you have no personal interest. In this scenario, a useful approach is to read and research widely, well beyond the immediate areas that you’re covering. If, for instance, the brief is to write about a new piece of machinery there may not at first glance be a lot you can say about it. It’s new, it works, it costs this much. However, it can be helpful to look beyond the nuts and bolts into areas such as why this new and improved piece of machinery was developed, who will it be used by and where, what will be its benefits out in the wider world, and the other potential applications of the technology. If you can put the product you’re writing about into a wider context and perhaps bring in a human element or unusual angle, that can sometimes help to enliven your copy even when that product itself is not inherently interesting.

Copywriting is a Competitive Field


Commercial writing is certainly not everyone’s cup of tea, and not every writer can do it. But it’s a competitive field and if you want to make a go of it you need to know what works and what doesn’t, and how to ensure that you are writing what it is your client wants to say. In the end, you are writing for someone else, and they need to be satisfied that what you write is accurate, relevant and does the job for which it’s intended. Not always easy, sometimes frustrating, but on the other hand it can also be very rewarding—plus, you can learn a whole bunch of stuff about a whole bunch of things you never imagined you’d ever need or want to know about along the way!

Copywriting by +MarkAngus
(This post was first published as a guest post at http://imaginationinfinity.blogspot.com.au/2014/08/guest-post-3-mark-angus.html)

Tuesday, 24 June 2014

Adelaide Online Blog Writing Service

A central part of an effective social media or content marketing campaign is the way you engage with potential new customers and build relationships with your existing ones.

Online blogs are a cost-effective means of communication


An online blog is a cost-effective and efficient way of doing this. It allows you to share a wide variety of information quickly and easily, and in a way that is easy to share across your social media platforms and on your website.

You can use your online blog to get a whole range of information out to the community:

  • new products or lines
  • sales and special offers
  • new members of staff
  • a change of premises
  • developments in your industry

However, for many small and medium enterprises, finding the time to devote to a blog can be difficult. With all of the other challenges involved, it can be tempting to neglect something that you might not consider a 'core' part of the business. A blog can too quickly become something that's easy to put off until 'later'—whenever that may be.

It may also be that writing is something that doesn't come easily to you. Undoubtedly you know your business inside out, but sometimes finding the right words can be difficult. Settling down in front of a keyboard to write 400 words can fill some business people with fear and trepidation.

Cadogan and Hall provide Adelaide copywriting services
Visit our website to learn more about our Adelaide online blog writing service

We can take care of your online blog writing for you


At +Cadogan and Hall we can take care of this for you. Our professional Adelaide blog writing services ensures that your blog is updated regularly with industry-related information and news about you and your business in a style that is engaging and informative.

You can also have as much or as little input into your blog as suits you and your schedule—you can advise us on the subjects that you would like us to cover for you, or we can take care of the whole process for you, from choosing a topic, to writing blog posts, to posting on social media, to bookmarking your blog across the internet.

We currently write blogs for a number of Adelaide businesses, and we encourage you to visit these to see for yourself the high quality copywriting services that we provide:


Contact Cadogan and Hall to find out more


To find out more about our full range of Adelaide copywriting services, please visit our website or feel free to email us with your queries.

Copywriting by +MarkAngus

Tuesday, 4 March 2014

Welcome to Solar Fix Network, Adelaide

Copywriting by +MarkAngus

We're delighted to be working with Adelaide company Solar Fix Network, specialists in inspecting, maintaining and cleaning solar panels. We're working with them to help inform the community about the importance of keeping your solar panels in good working order, and having them regularly inspected, as required by SA legislation. 

Cadogan and Hall are writing website and online content, and managing social media for Solar Fix Network, including Google+ and Facebook posts, tweets, and we are also maintaining their blog for them.

Working with local companies is one the best parts of the work we do, and we enjoy promoting Adelaide businesses and trades and showcasing them to the world!

We hope you find this information brochure informative and useful and we welcome your comments and input.

Copywriting, online and website content, press releases and blogs for Adelaide businesses
Please click here to read or download the information brochure 

Sunday, 22 September 2013

Online brochures to promote Adelaide businesses

We have recently produced a new brochure for Innovative Window Films in Adelaide that highlights their range of protective security window films. 

Copywriting of this kind is vital, particularly for small and medium enterprises, because it's a way of raising your profile and enhancing your online presence. It provides an additional way for potential customers to find you, as well as adding significantly to your marketing collateral. Our online brochures can be emailed to customers, posted on your website, or serve as a kind of FAQ sheet, answering questions that clients may have about your products.

If you would like to find out more about the potential value of high-quality copywriting to your business, contact us or visit our virtual library to see the sort of work that we are producing for Adelaide and South Australian enterprises.

Adelaide freelance copywriters
Click on the brochure above to visit our virtual library

Thursday, 8 August 2013

Welcome to Innovative Window Films

We're delighted to be undertaking article marketing for Adelaide company Innovative Window Films. We are helping them to add additional pages to their website, writing articles that promote their products and services across social media, and are running a blog for them.

At Cadogan and Hall we undertake this work for a growing number of Adelaide companies, and we can help you too to raise your profile in the community or online, promote special offers or new products, and to improve the quality of the content on your website.

Please contact us or visit our website to see the work we have recently been undertaking for Adelaide businesses.
Cadogan and Hall are a team of freelance copywriters based in Adelaide, South Australia
Cadogan and Hall undertake article marketing campaigns for Adelaide businesses such as Innovative Window Films