“Successful Copy Achieves Goals And Prompts Action.”

Quite a few people are curious about how a writer goes about writing. Must be because we do it alone. Here’s some insight into the method of a typical project.

Getting to the final destination.

1.Research

Preparation is 9/10th’s of the job.
Elbow grease is another 9/10th’s of the job.
Refinement and rewriting is the final 9/10th’s of the job.
Editing trims it down.
Your final draft is 100% of the job.

“I mean 100%.”

Busywriter recognizes that not every client has ready–made research waiting to be read and applied to your marketing challenge. But you do have a lot of material available for the Busywriter.

There’s 2 Kinds of research.

Creative research — meaning researching new ways to find and attract targeted prospects with messages that have meaning for them.

Prospect research — finding out more about your targets. Who are they? Where are they? What offers appeal to them? What are they looking for? You see, we have to find what meaningful market differentiation is from their perspective.

For more on the Prospect research track, please click through to investigate our partner firm Direct Impact Marketing.

Creative Research. Is It Discovery Or Uncovery?

There are a lot of firms and individuals whom prefer to say they have performed “discovery” rather than research. Busywriter says “Pah!” Uncovering is a whole lot more fun and satisfying.
None of us is ‘discovering’ anything. What we are doing is uncovering information that we hope to use as insights. How to motivate a prospect. What language style persuades a prospect? How do you speak to a client and keep their faith?

Before any project can move forward, two essentials are required:

i consensus on what the objectives and purpose of the project are,
ii comprehension of the background material.

Research entails getting as much material about your brand to the Busywriter as possible. From that material and any competitive intelligence you supply, a specific line of attack based on benefits can be crafted and molded to fit the target and the chosen delivery mechanism (direct mail, broadcast, print, intranet, email etc.).

Putting It All Together.

2. Writing

When the research for your project is completed, Busywriter begins to sift through all the material looking for features and prioritizing them. The creative turn–around happens when features are converted into user benefits, and then compared and rated to what the target market needs and understands.Headlines are generated and refined to distill the unique selling point into a ‘sound bite’ any targeted reader will immediately comprehend.

When a first draft is completed, it is checked against the objective and purpose to determine relevancy. The next check is against the creative brief instructions to ensure the brand voice and customer action is clear, and compelling. Once the material matches to the job it is proofread (either by the office manager or an outside copy editor) for accuracy.

ItÕs not finished until the fat words are removed.

3. Rewriting

Everyone has heard that writing is 1% inspiration and 99% perspiration. That’s mostly true which is why so few people actually enjoy doing it. I think writing is the 1% inspiration and FUN part. Getting it correct and saying what you mean? That’s the 99% smelly perspiration and it’s called rewriting.

Rewriting is not much fun. It’s a craft. A learned skill. And it’s what sets experienced writers apart from non–professionals and beginners. Because we understand rewriting hones and sharpens images.

Rewriting paints with tone and describes with shades of voice. It reflects brand character.

Rewriting takes a basic concept and shapes it in language that persuades your target to do something. And that’s actually amazing when you think about it.

Marketing is the art of persuasion for profit. The foundation of that art is the concept and copy created by your writer.

Go to the last page in this section called “Brandvoice™” or jump directly to the eForms to tell me about your project.

Want the prestige, pleasure, and    recognition of a successful brand? Get Your Brand A “Brandvoice™”

Use Your Time Prudently — Get A Free Quote

David M. & Busywriter.com will save you time because you are busy, overworked, and overwhelmed. When you need experienced advertising & marketing talent, call David Morrison at (416) 691–9919 in Toronto, Canada. Or send me a creative brief directly.

Click The Pic To Tell Me About Your Project.

Creative Brief	Emergency Brief	email Contact
Get help on both strategy and creative right here	For a job due NOW, strictly creative content	Have a concern? Tell me about it

Your Privacy is very important. We never lend, rent or sell email addresses or your confidential information. Our business is based on your trust. Please read the Privacy Statement.