From dusk to dawn: copywriting in different regions of the world

• Ally Pace, copywriter, Dubai, the United Arab Emirates
• Native city: East Yellow, Great Britain
• Activity: copywriter-freelancer, owner of copywriting agency
• Copywriting experience: 10 years
• Specialization: advertising texts, slogans, brochures, press releases, webcontent
• Personal website: http://www.allypace.com/

Interview with Ally Pace

1. How long have you been working as a copywriter?

I’ve been freelancing as a copywriter in Dubai since 2006.

2. Do you work as a freelancer or for an advertising agency/ other company?

Between 1999 and 2006 I worked in a number of advertising agencies across London and Dubai. I used to be one of the ‘suits’ as I worked in the Client Servicing Department. After seven years I couldn’t stand corporate life any longer and left to start my own copywriting business. I’d been writing on the side for years and I decided it was time to focus on something I genuinely enjoyed.

3. Could you describe the process of creating a text? Are there stages?

I write a lot of brochures and so obviously structure is very important, as you need to ensure there is a logical progression throughout the brochure. In many respects it’s like writing a book, where each section is a chapter of a story. I take all the information that the client has given me and drop it, draft form, into the relevant section. From there I am able to see exactly what is missing and begin the research phase.

4. Do you write about different topics or focus on one?

I write for a broad spectrum of different industries, across a wide type of materials. Dubai is well known for its real estate and construction industries, so I have a lot of experience in those fields, but I also write for automotive, travel and leisure, and health and beauty amongst others. I mainly write marketing collateral such as brochures and websites, but I also work on advertising, press releases and editorial articles.

5. Do you believe in inspiration? Or do you just trust in “I have to” and write the text according to the established rules?

I need to have a degree of inspiration else my keyboard just doesn’t seem to work. I don’t see the point in hammering away at a text unless I know I’m in the mood for it. Sometimes I find it simpler to take the dog for a walk and clear my mind… that’s when all the best ideas or angles suddenly pop up out of nowhere.

6. In general, are there any rules in copywriting? How do you define text quality in your opinion? How do you test advertising texts?

I’m self-taught so if I do follow any specific copywriting rules then it is unwittingly. I know the rules of DM – such as sell the benefits over the features, and motivate your prospect to act – but I use my agency background to assess overall quality. I perform a simple checklist that many writers I have worked with in the past don’t. Have I answered the brief? Have I included all the mandatory features? Will my audience understand me? If I can answer yes to these three points, then I just read and reread my copy, honing it to what I consider to be perfection. Whilst creativity is vital, it is wasted if your audience misses what you are trying to sell. Effective copy is far more important than clever copy in my opinion, and there are probably only a handful of copywriters in the world who can successfully combine the two.

7. What questions you usually ask clients in the brief? We mean are there any technical, creative tasks for the client, including list of key questions?

In this part of the world clients tend to be too busy to brief you properly, or not really sure what they want anyway. It’s a challenging market to work in. Rather than providing a list of questions or a formal brief, I tend to surreptitiously ‘interview’ clients. I ask them who their customers are, what these people are like? What is it that the client is trying to achieve? I try and find out as much about their brand, their customers, and how their customers view their brand as possible. It’s not always easy.

8. Do you think it’s necessary for copywriter to have a specialized education?

In my case I don’t think it is necessary at all. I’m self-taught and it’s never done me any harm, although I am sure there are many purists out there who are aghast at my stance – and almost certainly my grammar! I personally think that so long as you have an excellent vocabulary and a passion for language, you don’t necessarily need to have studied writing to succeed at it.

9. Should a copywriter  be an expert in writing before they begin a carrear in copy writing?

It certainly helps. My advertising and marketing background has been so important for me and my career. I’m not saying it’s vital – a good brief should enable a writer to create the perfect text without the need for marketing knowledge – but we don’t live in a world of perfect briefs so every little helps.

10. From your point of view, is it necessary to write a title first and then text or write the text before thinking of a title?

It really depends. When it comes to brochures or articles I prefer to write the copy first and then fit the title around the content. But with advertising I think the headline needs to come first. It’s the most important part of an advert, and if your headline is particularly brilliant, you might not even need body copy.

11. Could you make a list of your requirements for advertising heading (title)?

Concise, snappy, and (in Dubai) culturally ambiguous. If I was in London right now I am sure I would be answering this very differently!

12. Which of your advertising headlines do you consider to be the best?

A colleague and I came up with a great headline for a chain of nail bars here in Dubai. To be honest, without seeing the logo or the advertising design it won’t sound all that great. It’s about ‘raising the bar’ but trust me, it was good!

13. What should be in a copywriter’s resume?

1) A love of language, 2) Proof that they can adapt to different styles with ease, and 3) Not a single typo.

14. What kind of portfolio should  a copywriter have? How do you convince customers to work with you?

It all depends on what the writer wants to do. If you hate writing about oil and gas, don’t do it or leave it off your portfolio! I have purposely kept my portfolio rather broad as Dubai is too small to be a niche writer. Clients love to see that I have worked on their industry before, so I do my best to demonstrate an interest and understanding of their business.

15. How are prices for copywriting set?

I assign a project fee – based on the number of hours I think the project will take. There is no exact science behind it; I simply assess quality of brief and source material, estimate how much copy I think will be needed, and assign a number of hours. Some clients are notorious for making numerous amends and I factor that in accordingly – whilst my terms and conditions limit the rounds of amends, in practice it can be very hard to implement.

16. Do you want to say anytihng to your Russian collegues?

All the best!

17. What examples of Russian advertising have you seen?

In Dubai, very little, and none of it is specifically tailored for the Russian expatriates or tourists. We have such a multi-cultural society that most advertising is conceptualised in English and then translated to Arabic, French, Hindi, Russian, Tagalog or Sinhalese. As a result I don’t see anything which is purely aimed at the Russian market. Time to visit Russia I guess!

• Desmond Lucas, Singapore
• Activity: owner of copywriting company «Writers Ring»
• Copywriting experience: 10 years
• Specialization: brochures, technical texts, press releases, news, advertisements, slogans, biographies, reports, speechwriting, web content
• Website: http://www.writers-ring.com/

Interview with Desmond Lucas

1.  How long have you been working as a copywriter?

10 years

2. Do you work as a freelancer or for an advertising agency/ other company?

Run my own writing company - 8 writers now

3. Could you describe the process of creating a text? Are there stages?

We normally do conceptualisation with client first. Once agreed, then we do research and write…normally about 2 rounds of edits after 1st draft

4. Do you write about different topics or focus on one?

Many themes / subjects / industries / mediums

5. Do you believe in inspiration? Or do you just trust in “I have to” and write the text according to the established rules?

Inspiration only for creative writing… not necessary for writing brochures or annual reports but necessary for ads, stories etc

6. In general, are there any rules in copywriting? How do you define text quality in your opinion? How do you test advertising texts?

No real rules…text quality is about readability... is it easy to read and understand..key requirement is whether it is compelling… do people want to read on. Same for advertising texts…no need to be too clever but readers must be interested to read on.

7. What questions you usually ask clients in the brief? We mean are there any technical, creative tasks for the client, including list of key questions?

We usually send them a list of questions on topics, target audience, product details etc. That helps us in our research

8. Do you think it’s necessary for copywriter to have a specialized education?

Very necessary… experience is a must

9. Should a copywriter  be an expert in writing before they begin a carrear in copy writing?

yes… In 10 years, we have become experts in many industries and new clients are happy to see this experience. We can provide consultancy on how to market for each subject.

10. From your point of view, is it necessary to write a title first and then text or write the text before thinking of a title?

For ads we like to write title first but for books, brochures,  advertorials and stories, we write text first.

11. Could you make a list of your requirements for advertising heading (title)?

An advertising must be understood and may be clever. Not necessary to be about product or service but must be relevant. Cannot be too long. Must be compelling. Readers must read and instantly understand what the message is.

 12. Which of your advertising headlines do you consider to be the best?

• «The only thing we have that's plastic" - Ad for Timberland (leather shoes and waterproof clothes) when launching their membership card
• «A clear mind starts from an uncluttered desktop» - Ad for Compaq's mini desktop computers.

13. What should be in a copywriter’s resume?

Writing samples, experience in different industries or specializations, client list, major projects.

14. What kind of portfolio should  a copywriter have? How do you convince customers to work with you?

In Singapore mostly about experience, price and creativity… Education level not critical.

15. How are prices for copywriting set?

Depending on demand. Less experience charge more cheaply to enter market. We can charge more because we provide writers with at least 8 years experience and good portfolio

17. What examples of Russian advertising have you seen?

 Sorry we have no exposure to Russian copywriting or advertising. :)

• Conni Werner Reichert, Sokramento, Northern California, USA
• Activity: president of the company «Write Side Up Copywriting & Publicity», leading copywriter in Northern California, publicist
• Copywriting experience: 14 years
• Specialization: Internet marketing, promotion, advertising, copywriting, PR
• Personal website: http://www.conniewreichert.com/

Interview with Conni Werner Reichert

1. How long have you been working as copywriter?

I am working as copywriter in the USA--in Northern California, near where Gold was discovered. For me, my love for writing was discovered as soon as I learned how to hold a pencil. These days, since 1995, actually, I have been a freelance copywriter with my own company, Write Side Up Copywriting & Publicity.

2. Who are your clients?

Last my clients have been coming from England and Australia. This is very exciting as I love to work with different cultures to learn how they prefer to do business and also to learn what they need in their copywriting. I also find that my dynamic clients outside of the US have an incredible amount of integrity and system of honor, that we can all appreciate. I find this very fascinating!

3. Tell us about specific aspects of your job?

I can call myself web copywriter, but I am a «traditional» copywriter also, from ads to podcast scripts. Despite the US being in a mulit-trillion dollar deficit, my business is not so bad. I have even raised my rates, but it’s even attract new clients! I am very thankful and count my blessings every day. I work very hard for my clients, and I believe in doing extra work for them without charging them extra fees. I aim for long-term business relationships, - it is specific not only American business. Thanks to e-mail, my laptop and BlackBerry, I work anywhere, anytime. I live in Hawaii part time, so I can literally work on the beach (but sand inside the keyboard is sooo much worse than sand stuck inside the bikini!). In nice weather in California, I work on my deck outside on my ranch. I find that working in a lovely atmosphere with a nice cup of java or tea, makes my creativity flow faster and better.

4. What can you wish to Russian copywriters?

The best wishes to authors from Russia!

                                                                                               © Webkontent.com