Being a Grammar Nazi <\/em>might be the basic part of copywriting, but that doesn\u2019t necessarily mean you\u2019re a pro. If that were the case, all the English teachers in school would be ruling the ad world now (at least some of them do). Copywriting requires that<\/em>, along with a wild sense of creativity. How do you weave a story that\u2019s grammatically impeccable and emotionally powerful, that\u2019s the kind of talent copywriting demands.<\/p>\n\n\n\n Even if you leave the bit where you need not focus on the punctuations or grammar, if the story is conveyed with the right words and emotions to the right audience, your job as a copywriter is well done. It\u2019s not a made-up statement to hide the verbal flaws of a copywriter. It\u2019s the Father of Advertising, David Ogilvy who said, \u201cI don’t know the rules of grammar. If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language.<\/em>\u201d It doesn\u2019t mean your copywriting should be fluent in 30 odd languages.<\/p>\n\n\n\n Let\u2019s not get too preachy and start with how you can make an impact on \u201cClients\u201d that you are working on.<\/p>\n\n\n\n 1. Be merciless with your writing<\/em><\/strong><\/p>\n\n\n\n The first thing that we are taught in advertising schools is to \u2018never fall in love with your first idea<\/em>\u2019. You may love the way the story is building up but your client wouldn\u2019t see it the way you do. So, when you sit down, brainstorm on an idea and start writing the copy, do not let anything interrupt. Plugin your headphones, turn on the music that you like and start composing your own, in words. Now, it\u2019s your prerogative to decide whether you\u2019d compose a symphony or simply monophony.<\/p>\n\n\n\n You start by setting yourself word limitations. Only then you can get to know what your threshold is. Whether you are a long-copy person or a short-copy person, it all depends on where you hit the \u201cCreative Block\u201d. In simple words, take inspiration from this \u2013<\/p>\n\n\n\n 2. Unlearn all that you think you know<\/em><\/strong><\/p>\n\n\n\n It\u2019s just what The Ancient One<\/em> said to Doctor Strange<\/em> when he entered Kamar-Taj in desperation to heal his hands. In this case, you are that broken, yet brilliant storyteller who needs to know how the \u2018business\u2019 world works. It\u2019s in a way, a Dark Dimension, where you need to bargain with Dormammu \u2013 The Client.\u201d So, if you think your words will alone be able to do that, you need to go back in time and unlearn all that you think you know.<\/p>\n\n\n\n To understand a brand, you need to first understand its origins and characteristics. When you get to see the creative communication through the client\u2019s perspective, you\u2019ll realise that your copy looks good only in storybooks and not on a full-page newspaper. Your copy has to adapt to the medium and that\u2019s the only way you can master this sorcery of \u201cCorporate Copywriting\u201d.<\/p>\n\n\n\n 3. Write with the \u201cDesign\u201d in mind<\/em><\/strong><\/p>\n\n\n\n Let\u2019s admit it. As a copywriter, sometimes you get carried away and write from a writer\u2019s perspective. But, when your designer sees the copy and tries to lay it out on the artboard, the \u201cClash of Titans\u201d begins. Should we make the design look bigger or should the copy need to be given more prominence? While working in the creative department of an ad agency, it\u2019s better to keep our \u201cCopywriting\u201d self in sync with the designers. They are, after all, your better half in the advertising world.<\/p>\n\n\n\n Making the copy \u2018designer-friendly’ means, the paragraphs have to be short and proofread thoroughly. In this case, assume that the world has no sense of grammar and vocabulary. The responsibility to send across the foolproof word document lies on your able shoulders.<\/p>\n\n\n\n![\"\"](\"https:\/\/www.3dotsdesign.in\/blog\/wp-content\/uploads\/2021\/12\/blog-img.jpg\")
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