Frank: Everyone can write. But not everyone is a writer.
Greg: So we’re doing some microsites for the client. That's cool.
Grace: Should I be working on a content plan?
Greg: Nah, just pull some text from the old brochures.
Kristin: Hey, how did it go?
Frank: They loved it. Project's approved, we start tomorrow.
Kristin: Nice. I'll get started on copy.
Frank: Oh. Actually, the intern's going to do it. Tight budget.
Jessica: Guess what?
Ben: What's that?
Jessica: We got the social media retainer I pitched.
Ben: Oh nice. I've got so many ideas for that.
Jessica: Oh. Blake's already working on it.
Blake (Cat): Meow! Meow!
Ben: Blake!
Frank: Effective writing is the foundation of all of our advertising, marketing and public relations campaigns. It's as much a science as it is an art. It requires as much training, skill and strategy as all other aspects of our business or projects. If it's so important, then why do we overlook the writing process? Maybe it's a tight budget, an unforgiving deadline. Maybe it's that urge to get something out the door that leads us to cut corners. Maybe it's the fact that we're all a little intimidated by those intellectual types.
Frank: Hey, can you help me with the script quick?
Ben: Frank. I am so busy. I'll do it later. Thanks.
Frank: Is that your novel? Are these gummy worms? Almost every project, whether it's an ad, an infographic or a clever video series hosted by an earnest and hardworking young creative director, they all start on a copywriter's desk. That being said, writing should not be a solitary exercise. Your designers, developers and account executives should collaborate with your team's writers to ensure the correct information is being communicated. Are there user experience considerations to take into account? Will there be a call to action that requires seamless digital integration? Does the client hate cat videos? Writers need to know these things. Remember, there's one person that taps the keyboard, but several people tell the story. Take it seriously. Can you imagine what would happen if we here at Casual Fridays didn't spend time perfecting our scripts?
Miss Teen USA: I believe that our education links such as in South Africa and Iraq, everywhere, like, such as ...
Frank: How do we know if copy is any good? Easy. Good copy gets the job done. That means following best SEO practices, using a strong and effective call to action, and entertaining and educating your intended audience. Being a great writer really is a combination of experience, adaptability and innate creativity. There's something visceral about great copy that grabs us. It demands our attention and it holds it. Now writing shouldn't be a nuisance or some simple throwaway task. To be frank, if you half-ass it on the writing, you'll get half-ass results.
MacLaine: I need some call to action copy.
Josh: Learn more?
MacLaine: Love it. Done.
Frank: Nobody wants that. Especially your client. The next time you want to pawn off a writing assignment on an intern, salesperson, or your best friend.
Blake (Cat): Meow. Meow.
Frank: Remember. There are some jobs you should leave to professionals. Writing is definitely one of those. Web design on the other hand, anybody can do.
Episode 11 - Getting The Most Out Of The Writer In Your Life
Great copy can make or break your work, but should you pawn the job off to just anyone? While it may be tempting to assign it to whoever is available, or just do it yourself, that isn’t always the best option. In this week’s episode of Casual Fridays, Frank chronicles the pitfalls of underestimating the writing process.
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