Launches, blogging and on the horizon...

So, I've been a little lazy on here but there's a heap of new announcements coming up soon so don't be too mad.

First off, I've been guest blogging for the pretty wonderful Gather Content, these guys are all about helping others create valuable content in any form. You can check out my first post here 'How to create web-ready content'. In other news, I have 2 pretty huge projects launching within the month. I can't say too much just yet but they've been a collaborative hoot to be part of and I can't wait to see them in their full glory. I've been lucky enough to have worked with a chunk of folk who value collaboration, and appreciate and action my concept ideas as much as my copywriting.

Plans for my ebook and newsletter are coming on nicely. There's some amazing resources out there that are invaluable to writers and creatives. The bar is set pretty high so I want to take my time at the planning and research stages. There's nothing worse than having your inbox clogged up with a heap of newsletters that you have no interest in reading. I want to develop my own newsletter structure and format that works for my content.

Lastly, I've had some wonderful feedback from my work with MYB Textiles. I recently condensed 100 years of history and technique into an 8 page brochure, ooft, but the final product is a belter. It was beautifully designed by Graphical House, and I'll be posting some photos of the final product in the next few days.

N.

Company for a lonely copywriter...

I have moved. Last week I took up residence at the Papertank office in Southblock, Glasgow. Got myself a nice wee desk space among some design/development pals of mine and it's nice to have some chat.

I've always loved working for myself and had little trouble concentrating. My clients are scattered all over the shop so working from home always made sense, late nights, different time zones and all that, but I did miss having someone to talk through ideas with. Not just in a copywriting sense but in a creative context.

So much of my work is the idea. Working in isolation definitely generates a different process and outlook, sometimes good and sometimes not. Having the option of a sounding board is a welcome change.

In other news, I've got a pretty mixed bag of projects on at the moment. I'm chuffed at the level of collaboration each have, with clients appreciating the importance that the voice and language of a brand plays. I'm hoping to create a series of blogs around collaboration, and its differing types and processes.

For now, back to work....

Be a mini-expert

I love researching. I'm sure it stems from my love of organising and planning, but going from knowing very little to writing about it with confidence is empowering.

A certain David Ogilvy often preached about the importance of thorough research, especially before putting pen to paper. Obviously he was bang on, but I still enjoy comparing my before and after research ideas.

For a recent project, I visited the pretty amazing MYB Textiles. This place was insane. Beautiful and full of character, I got more of a feel for the place and its history from walking up the corridor than I could ever have got from any book.

It got me thinking about how I research and how the results are reflected in my writing. Not all projects call for such a fun, interesting trip.

When I research there are a few things I need my studies to address. Tone, target audience, SEO and such, are all the obvious factors of consistent copy. I look for my research to spearhead ideas.

The idea of becoming a mini-expert establishes a more focused goal. As an experienced copywriter, I almost subconsciously take on the essential information I need to construct the copy as I read, but it's the aim of specialising in the subject that keeps my research driven.

It's often in the depths of the seemingly unimportant that a real idea forms. That slightly obscure angle, that gives you a new perspective and that brings everything together.

Not all projects enable you to spend hours and hours researching every facet of a product or company, and not all projects need that, but I find the more restricted I am in my research, the more one dimensional my ideas are.

Talking my language.

Last week my very own Distil site was featured in Vandelay Design's '25 Awesome Websites for Unique Businesses'

Complimentary indeed, and a huge nod to designer LiamR, the feature touched on embracing what makes your brand unique and doing all you can to showcase that. I'm totally behind "Being innovative with your brand elements", and telling a story is key to my job and my vision for my site.

What this feature flagged up for me was comments I'd received in the past about my site, and more specifically my own site copy. Being a copywriter it seemed fairly obvious to me that your website, or any online presence for that matter, was your opportunity to say what you want to say in your own way.

In a market of mass, and especially as a freelancer, making a memorable impact is what it's all about. I'd like to note here that I'm not talking about your approach to projects, not every copywriting job calls for punchy, wit-fuelled copy, I'm talking about presenting yourself as a language expert who has the vision and experience to use the tools of your trade the right way - 'The right words in the right order can do great things'.

Many copywriters neglect their own brand voice. This isn't something I'd typically say about a designer and their visual identity. In many cases less is more, and a great portfolio can often speak for itself, however if you have an opportunity to exhibit what makes you memorable then take it.

Clients past and present have commented on how much they loved my own site copy, and it has bagged me several projects. Yes, having a full, diverse portfolio is going to be the deal breaker in most cases, but one thing that makes me smile is when I receive an email with the phrase 'Tip my hat' in the subject title - the sender has adopted my style of writing and is talking to me on a personal level, and hey, that can't hurt.

'Solving real problems'.

Another good month for launches, and here's another one to add to the Distil list - Science Inc.

Working with the Santa Monica based tech/digital 'incubator' was a real pleasure. Not only are Science an abundance of experts and creatives, but they approach each of their projects with a very unique mindset and ethos, especially for a company of their stature.

Science wanted to talk differently about what they did. They didn't want to be tech-heavy or unapproachable. For a company consisting of former Myspace innovators and renowned experts, it was imperative that Science and its key message was about real people and their lives.

So many of these types of companies are riddled in data chat and jargon, rarely outlining the human aspect of their work. Science are focused on solving the real problems of everyday people, by financing, supporting and developing businesses concerned with improving the lives of people.

An approachable, conversational tone was created to discuss the relevance and context of each business and the human issue at the core.

Icelandic Copy

I'm most proud indeed to announce the launch of my latest copy project Truenorth, designed by Berg and developed by LiamR.

These Icelandic chaps know everything there is to know about media, TV and film production, line producing movies such as Prometheus, Die Another Day and the new Thor sequel. Beautiful images of the stunning Icelandic landscape fill the site. With such strong visuals, my copy needed to quietly narrate the story of Truenorth and their work to date.

Professional, sharp and confident, the tone reflected the company's approach to working with some of the world's most renowned creatives, directors and photographers.

Powerful stills and an impressive portfolio speak for themselves, the copy is there to assist and direct the visitor's journey. Being able to see a project as a whole, and analyse the role of each feature and aspect, allowed me to produce the words that would strike the right balance and successfully underpin the brand identity. Good copy always knows its place.

There's busy then there's busy...

January has been a tad mental. I'm not the only one who was swamped with new projects, 2013 looks like it's shaping up to be a good 'un for all.

Had a flurry of eclectic projects, I'm a lucky gal. Many are pretty hush hush until launching so I can't say too much other than keep your peepers peeled. Typically the majority of them are launching around the same time so it's all pretty exciting around here.

Each launch will be accompanied by a detailed case study of my process and approach to the project.

Right, I'm getting back to work. Follow me on Twitter - @distilco for updates, general musings and procrastinations.

Meet, Chat, Create.

New Year means maintaining good practice, old and new.

First thing on my 2013 list is a move to Toad's Caravan, an eclectic studio space home to Glasgow's creative professionals. I'm all moved in, with my own lamp and everything, and am enjoying the chat and company.

My year will be kicking off with some big launches with TrueNorth and Neri Karra Talks both going live over the next month or so.

An old/new practice that needs some love this year is 'networking'. As I've discussed before, I hate this word, too contrived and impersonal. I want to make an effort to get out there and talk to some genuinely interesting folk about what they do.

This is where 'Creative Coffee' has come from. As a wee side project, I'm going to invite creative types to meet me for nothing more than a drink and good, wholesome chat. Perhaps with the idea of creating a 'blog bank' of stories, experiences and inspirations, CC will hopefully get people actually talking.

If you are interested in CC'ing - let's talk.

More than Keywords...

Many would argue that SEO writing is one of the less creative areas of copywriting. I disagree.

SEO writing calls for research, technique and application of a certain set of must-dos, in order to achieve it's very specific aim - to be appealing to search engines. In the seemingly strict confides of it's purpose and aim I find myself actively trying to achieve the right results through alternative means.

However, I do tend to touch on the undeniable main steps needed to create this function heavy copy.

Readability - Keep it natural.

There is nothing more uncomfortable, arduous or frowned upon as keyword-ridden, concentrated copy. This is where a copywriter applies the theory to existing writing practice and creates flowing, natural copy with effective keyword usage. Use your thesaurus to source alternative words, avoid repetition. Incorporation of a list or a link into the body of the text avoids an unattractive, disjointed flow.

As I say, the right words in the right place can do great things and keyword usage is paramount to the success of your SEO copy.

Use your keywords in the Page title and scatter the phrases and variations throughout your copy organically. Headings break the sections up into easy to find sentences and by keeping them short and relevant your copy is in a greater position to be favourable by search engines.

Research - Frequency & Relevance

Obtaining the correct keywords is integral. Research what keywords have been, and continue, to be used in your subject or field. Study how they are actioned and structured. Resources such as SEO Chat and Keyword Cloud are great tools for searching for relevant keywords to optimize.

So there are some of the main building blocks of SEO writing. Keep on theme, use your keywords effectively and research.

The 'Pitch Response'

Before I begin this post I need to make something clear. As a copywriter I'm here to tell you to most definitely hire a professional if you require quality content. This post is a tip of my hat to my copywriter comrades, as well as a research piece for potential clients.

I'm sure I'm not alone is my deliverance of what I like to call the 'Pitch Response' to the familiar question I get asked on pretty much a daily basis - why hire a copywriter?

It's not the question I have a problem with at all, it's a fantastic question, especially if you haven't worked with a professional writer before. More often than not I get asked this question in a context that requires an explanation as to why this is a profession in the first place. Here lies my issue.

I think I can offer both insight into my personal beef while providing soild answers to a very relevant question.

The DIY attitude

Sometimes needs must and hey, if you think you can have a bash at your own copy then go for it! I'm sure I don't have to point out what the differences in quality would be. It all depends what you want.

Would you think twice about hiring a designer and sacrifice the look of your product, site etc? I suspect not. It is all under the umbrella of content and I believe great copy goes hand in hand with great design.

A professional service, not a hobby

When you hire a good copywriter, you get more than the right words. I'm an expert that has spend years honing my craft and basing all my knowledge and craft in the wider context of the creative industry.

A copywriter doesn't just magic up words. We use the right language the right way, whether you want to sell, inform, entertain, all of these objectives require different skills and grammar which often require multiple levels of understanding.

You want to drive traffic your way? Let's talk SEO. This is an intergral part of most of the copy I produce and something a lot of clients have no understanding of.

Don't mess around with your business

Like I said at the start of this post, this is your call. It's your business and you have control of how it's perceived and received. What I remind people of is the importance of first impressions and getting it right. There is never a guarantee someone will read or visit your site, newsletter, whatever, more than once. It only takes one word to turn people off.