Copywriting is a puzzle to me. It’s so broad. When someone says they’re a copywriter it’s like someone saying they work in IT. I’m still not sure exactly what they do.
I think I’m a copywriter. When I write, for myself or others, I’m making synchronised choices around clarity, pace, patterns, repetition, brand, tone, messages, difference and how interesting and palatable everything is. Simplicity, ownership and what I want remembered most, too. And more. Probably.
I don’t use the word ‘nestled,’ though. Posh venues say they’re nestled in the countryside. But they’re not really. They’re just near some trees. So I don’t use the word nestled.
And I don’t write ‘leading’ or ‘better’ or ‘passionate’. Words that are table-stakes, or open to interpretation. They have no value.
What I do do though. (Do do. I like that. Do do). Before I tell the story, I mean. Is make sure it’s exactly the right story to tell. That’s my Brand Director bit. Because if it’s not the right story – then what’s the point?
So there you go. If you do what I mention here – really well – then maybe you’re a copywriter too. Or a Brand Director. Or both.
Just don’t use the word nestled and you’ll be fine.