Copywriting FAQs
What is a copywriter?
A copywriter is a salesperson whose persuasive tool is the written word. A copywriter is responsible for uncovering the unique selling proposition of a product or service and presenting the benefits in words that will generate attention, interest, desire and action.
What's copy? Give me some examples.
Copy is the text of any print or electronic communication, including advertisements, brochures, fact sheets, catalogs, flyers, billboards, sales letters, newsletters, news releases, articles, annual reports, web pages, radio/TV commercials, A/V presentations and speeches.
Don't businesses hire ad agencies when they need copy?
Many businesses that advertise in mass media — national manufacturers, retailers, fast-food chains and others — maintain relationships with full-service agencies that produce their advertising. Some have in-house advertising staffs. But countless other manufacturers, retailers and service businesses, as well as public relations firms, graphic designers and publishers, hire independent copywriters — "freelancers" — when they need copy.
Why should I hire you?
For a number of reasons. Perhaps you realize that your communications can benefit from a professional's touch, but your project and budget aren't big enough to retain an ad agency for the work. Maybe you just don't have the time or staff to devote to the project. You can hire me as needed, when needed, and benefit from my knowledge, skills and experience.
What's your experience?
Currently Senior Copywriter at First Command Financial Services, I have developed creative concepts and copy for local and national advertising, brochures, fact sheets, direct mail, HTML mail, Powerpoint presentations, sales letters, web pages and web ads, and the company's client magazine. I have worked on key marketing initiatives including campaigns for target markets including military professionals, federal employees and women, and a very successful property and casualty insurance campaign. In addition, I wrote all content for the First Command Bank web site.
I began my copywriting career at RadioShack National Advertising, the company's in-house agency, where I wrote copy for catalogs, flyers, newspaper ads, inserts and point-of-purchase materials. Later, as Copy Manager for Special Projects, I developed creative concepts and wrote and edited copy for national magazine ads, radio commercials, direct mail, internal communications and other external marketing communications.
As an independent copywriter, I've written for Dallas/Fort Worth-based corporations including Michaels Stores, The Bombay Company, Internet America, Perot Systems and American Airlines Publishing, for Austin-based Public Strategies, for Tulsa-based Sportsmith, and for numerous other small businesses, direct marketers and non-profit organizations. Industries served include consumer products and services, engineering, financial services, healthcare, IT services, manufacturing and nonprofit.
I'm also an award-winning, certified journalism educator and have taught journalism, photography and publications design.
In what formats can you deliver copy? In what programs are you experienced?
I can deliver your copy as a Word file, plain text file or PDF, as an e-mail attachment, on disk or as hard copy. I'm also proficient in Adobe InDesign, Photoshop and Dreamweaver, should you need copy formatted for print layouts or web pages.
What are your fees?
I quote most fees by the project, rather than by the hour or word. That way, you know your cost up-front — there are no surprises. However, if you'd prefer a quote structured differently — by the page for web content or by the hour for proofreading or copy editing — I'll work with you to provide whatever's best for you.
How do I hire you?
It's easy. Call or e-mail me with a description of your project and desired date of completion. We can meet to discuss specifics, or communicate by e-mail, phone and fax. Many of my clients find the latter a convenient, time-saving way to work.
What are your terms?
Once we've decided to work together, I'll ask you to agree to an itemization of the service(s) and fee(s). From new clients and on very large projects, I may request a portion of the fee in advance, with the balance due upon receipt of the copy. Revisions are included in the fee, provided they are not based on changes in the project after copy is submitted.
These terms are intended to ensure your satisfaction with my services. Should you have any questions, just ask.
What guarantees do you offer?
I guarantee that I will fully apply my knowledge, skills and experience to your project, and that you will receive my best effort to serve you. I want you to be fully satisfied with my work.