A Conversation on Copywriting
Episode description
This episode of Messaging on a Mission, is a conversation on copywriting! Spencer Brenneman Lead Copywriter Anthon Greer sits down with Douglas Spencer to talk about why he loves copywriting, what it can do, and how to start, even when you have a block.
Episode Guest(s):
Anthony Greer specializes in content writing and brand messaging development. By listening to what you’re saying (and not saying), he creates content worth remembering and tells stories worth repeating. By creating engaging, optimized, on-brand content, Anthony helps you captivate your audience and convey the awesome work that you do.
Anthony has a background in journalism and started his own business, AG Creative Publishing, in 2014. He's a published author, a board game lover, and a coffee addict. He earned a Bachelor's in Business Management.
Key Takeaways:
Hiring a copywriter. Before hiring a copywriter, get crystal clear on why you need one. What do you want them to deliver?
Writer’s Block. First, either switch to working or something different. If that’s not an option, just start writing. Even if you never use it, it’s important to create momentum.
DYI Copywriting. Start with why it’s important to say what it is you have to say. Then think about your audience. Consider creating personas, imagined details about an audience member’s life, such as what they do, how old they are, what they do in their spare time, etc. Then write to that person.
Know who you are. Make certain that whatever you write is in line with who you are as an organization. At every opportunity reinforce what it is you do exactly, why you do it, and how you do it differently than everyone else.
Stay consistent. From the tone of your writing to the language you use to describe your world, stay consistent. Don’t have a serious tone in one piece, and a completely frivolous one in the next. Don’t call the people you serve clients and patients. Pick one, etc.,
Always have a call to action. Make it clear what you want people to do with the information you’re sharing, even if it’s to reach out and ask questions.
Less is more. I cannot overstate that enough. Stay focused on “the one thing” your writing sets out to accomplish. No one has an attention span anymore and not having a focus is a sure way to get people to hit delete, or whatever the equivalent is.
Useful Links:
Anthony Greer
Check out this project Anthony worked on with Spencer Brenneman:
spencerbrenneman.com/case-studies/massachusetts-childrens-alliance/