Some writing briefs are drier than Grandma’s ashes.
For example, when creating content for a legal firm or accountant, there’s limited scope for witty words and playful turns of phrase. Instead, the work demands a professional, precise, informative message.
Which is fine.
That’s what people pay me for and I always take great care with client work, even if the brief could put a glass eye to sleep.
But, occasionally, you get a copywriting job that really floats your boat.
Like last summer, when a leading Liverpool-based web development agency commissioned me to write their website copy. After almost 20 years in business, the company directors decided it was time for a rebrand and a name change.
The brief was fantastic.
“We want the copy to sound approachable, current and local. It should also include humour and lean into our new theme.”
I could’ve keeled over with excitement. The job couldn’t be more perfect.
So, I got to work researching competitor websites, diving into client interviews and testimonials, learning the client’s platforms and processes, and familiarising myself with their industry’s lingo.
Generally getting to know the cut of their jib.
That’s what good copywriters do, right?
As a language lover, I find it fascinating how many everyday phrases we use with little idea of where they come from. Here are a few of my favourites.
Bite the bullet – Deciding to do something difficult or unpleasant
This phrase derives from battlefield surgeries when amputations and medical procedures were performed without anaesthetic. To distract the patient from the pain, a bullet was placed in their mouth for them to bite down on.
Paint the town red – To celebrate without inhibitions
In 1837, the Marquis of Waterford —a known pisshead—went drinking in Melton Mowbray. The bender ended in vandalism after Waterford and his sozzled pals knocked over flowerpots, pulled knockers from doors and broke windows.
To top it all off, the mob covered a tollgate, the doors of several homes, and a swan statue with red paint.
Buttering up – To praise or flatter someone excessively.
In ancient India, a customary religious act encouraged devotees to throw balls of butter at the statues of their gods to ask for forgiveness and favour.
Turn a blind eye – Pretend not to notice
During 1801’s Battle of Copenhagen, Admiral Nelson’s ships faced a large Danish-Norwegian fleet. When his superior officer flagged for him to withdraw, the one-eyed Nelson supposedly brought his telescope to his bad eye and proclaimed, “I really do not see the signal.”
He went on to score a decisive victory.
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Along with the idiom inspired by Nelson’s bravado, many everyday phrases have nautical origins, like ‘all hands on deck’ or ‘high and dry’.
Imagine my excitement when my new client told me their new name was maritime inspired…
…writing the copy would be plain sailing. Wouldn’t it?
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Research complete and buoyed by two pages of aquatic terms, I wrote the first few pages of content at a rate of knots, loading the copy with watery phrases like ‘ebb and flow’, ‘set sail’, and ‘sink or swim’.
Aren’t I clever?
Not so much. After reviewing the copy with the client, I saw my drafts were dead in the water. I’d gone overboard with seafaring expressions.
Shit. Now I’m stuck between the devil and the deep blue sea.
How do I get the content back on an even keel?
My lifeline came in the form of five fundamental copywriting principles:
1- Proof
2 – Clarity
3 – Benefits
4 – Research
5 – Specificity
The principles are key to effective copywriting. Use them as your compass before unshackling creativity.
Otherwise, your writing will be rudderless and unreadable. It’ll sink without a trace.
And your client will think you’re a w-anchor.
Until next time, keep your copy shipshape.
P.S. – Working on the relaunch of Dock was a delight. And, despite getting carried away at first, I managed to create informative, engaging, professional copy with a touch of Liverpool humour and the occasional nautical nod.
Their new website is now live. I highly recommend giving Gav, Jack, Tony and the crew a shout if you want to grow your online business.