While my copywriters bask in their clients’ adoring gaze, I work quietly behind the scenes, helping them do their best work. Ad agency creatives, writers in corporate gigs, freelance folks, whatever – I help them like their jobs again.
Things I do for my copywriters once the iron-clad NDAs are signed:
Write copy that nestles in seamlessly with theirs, so the big To Do List shrinks, and there’s less fretting about the vile tasks that drive one to drink. Fewer Xanax needed and alcohol becomes fun again.
Create in-depth research documents to kick start their creative process, jumping them right into the work they like best. They take full credit for these works of beauty with my blessing.
Brainstorm ideas whenever their fizz goes flat, revitalizing the creative juices and helping distill cocktail napkin notes into ad agency gold. Or whatever kind of gold you’re into.
Edit/proofread decks before they go to the client. Another minor lawsuit avoided. Hooray! I’ll even review those rounds of layouts and mechanicals they hate. My OCD lives to serve.
Serve up tasty stock images that complement the copy and never look shoddy. Knickers in a bunch over a photo shoot? One of my writers sent me to a shoot in his stead to make sure his key ideas were visually represented, while he stayed home to unlock achievements in Warcraft.
Conduct interviews of subject matter experts and other upstanding citizens. Many writers find this tedious but I like the window-into-someone's-world feel of it.
Refining/testing site diagrams and user flows, so people coming to the client’s site don’t feel that they’ve arrived at the Eye of Sauron. Content drives site dev work, and writers need help sorting that shit out.
Debating what matters, like Oxford commas, typographical hierarchies, or Archer's best one liner. I have a perverse talent for playing Devil’s Advocate, and have been known to act as Copywriter’s Lackey when clients visit (but that sort of puffery costs double).
Perhaps the most vital service I provide? Asking, “Did you bury the lead, luv?” Well, that and NEVER EVER admitting that I worked on their projects.
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