Taking the risk out of writing
Time and again, clients tell us that the service they’ve found hardest to buy successfully is copywriting.
That’s not surprising. Writing isn’t just about spelling and grammar. Or having good ideas. It’s about chemistry: hearing what clients mean, as well as what they say. It’s about intelligence: understanding the client’s business, organisation, culture, objectives, strategies. It’s about insight: divining how to tell the story the way the audience wants to hear it. It’s about knowing what to leave out, as well as what to put in. And it’s about technique: style, pace, tone of voice, telling a complex story in a few words.
With so many variables, choosing a writer can be like investing on the stock market: past performance may be no guide to future returns.
One reason so many clients stay with us is that we’ve enabled them to buy copywriting with confidence – by making it more predictable and lower risk. Here’s how:
- Focus on writing
We actually think writing’s important. We believe in thinking about the message before thinking about the appearance. Because we’re seen as a writing-led business, we attract clients who take content seriously and talented writers who want to address real challenges.
- Horses for courses
We have a stable of versatile and thoughtful writers – enough to provide the right talents for each task, but not so many that we don’t have a real handle on each one’s true capabilities.
- Peer review and mentoring
Our unusual approach to quality control was a key factor in earning our accreditation as an Investor in People. Because we treat it not just as a means of trapping errors but also as a training and mentoring opportunity. Before written work goes out to a client for approval, it’s passed to a senior team member for reading and review against client objectives. This helps to ensure that all our writing meets consistently high standards and that the thinking behind it is robust. It also means that senior writers regularly spend time with colleagues discussing technique and style, sharing their expertise and identifying any needs for more formal training. This helps to drive continuous improvement and creates a stimulating, learning environment for staff.
- Proofing
Our team also includes a qualified and experienced proofreader, who checks work as required.
