What copywriting means for a brand

While a great deal of “functional” copywriting might one day be automated, it still takes a human understanding of the brand to pick the few right words that will make it resonate with the audience and to select the right touchpoint to deliver each message.

We work on our copy in continuity with the brand strategy and tone of voice we created, aiming to evoke the same feelings. This could be very short copy – such as headlines – medium copy such as that of a trade brochure or very long copy if the project needs a short story to be written (it sometimes does!)

Digital copywriting and microcopy

When we think of copywriting, most of it is usually needed for digital assets such as websites. These are at the greatest risk of “zombie copy”, devoid of any nuance or spice, which is why we pay special attention when writing this kind of text.

Microcopy, in particular, is very important to make the navigation experience feel unique and aligned with the brand. Unlikely touchpoints, such as an age confirmation screen or a 404 page sometimes manage to surprise the user, as she is not expecting their copy to deliver anything but cold information.

Scripts that give the brand a voice

When the copy is meant to be read, it has a wonderful potential: video scripts, radio scripts, or even scripts for corporate speeches are an important part of our copywriting services, as they can pack a lot of emotional impact in a few seconds or minutes.