Copywriters, they’re an ethical lot, aren’t they? This question is almost bound to be met with a hushed silence, followed by a slight snigger and finally a cacophony of laughter. You might be told about the Lynx Copywriter, who attempted to persuade the men of the world that one spray of the deodorant would make them absolutely irresistible. Or perhaps you’ll be reminded of the L’oreal copywriter who led a number of women to believe that they could make themselves look far younger by applying hair colourant. Some people’s distrust of copywriters runs deep, and is to some extent well founded.
The gurus of written marketing may choose to tell porkies as a means of securing employment and maximising their earning potential. By promoting the idea that copywriting is a mysterious art rather than a straightforward job they can persuade their clients to pay a high premium. Companies can guard against this practise by asking for rates before hiring the services of a promotional content writer.
Making An Impression
After obtaining a few quotes, a marketing department may well narrow their selection down to a couple of highly suitable candidates. Being eager to work on the project these wordsmiths may well say that they have experience in a relevant field. Such claims shouldn’t necessarily be taken at face value. The copywriter who tells you that they have experience in the motoring sector may have produced promotional material for a manufacturer of road bollards. The expert who says that they have an excellent understanding of modern music theory, might have promoted the album of a 1970s folk singer. As the client you are encouraged to closely inspect your chosen copywriter’s portfolio and verify any testimonials provided.
The Client Knows Best
At the end of the day it is the business owner and not the copywriter who should have ultimate authority over the handling of a project. Although the writer may argue that the only chance of success is to use the copy that they produce, it is entirely the client’s choice whether to make amendments. It is the client who has the best understanding of their target market, the client who possesses a knowledge of the inner workings of their company and the client who must make the final marketing decisions.
Using Exaggeration To Sell
Experienced copywriters continue to stick by the claim that winning copy should outline the major benefits and unique selling propositions in such a way as to make products and services seem utterly irresistible. However there have been repeated instances of skilled writers using myths and lies to sell. In some instances the untruths have been so blatant as to be comical. In others the copy has been designed to mislead even the sharpest minded consumers. It’s a good thing then that in today’s technological world we can turn to trusted review sites before making big purchases.
The Honest Copywriter
For those of you eager to encourage people to buy your wares it is important that you find a trusted copywriter who won’t produce ethically questionable marketing material. It is worth looking for an experienced professional who can back up their claims with verifiable references. The best copywriters, aim to keep their clients happy and not necessarily for the top dollar. They make the most out of the truth and only resort to white lies when there is no other choice.
Image Under Creative Commons License From jepoirrier