Copy Capital 2018: Don’t be boring and have something to say
Copy Capital is an inspiring annual event that ‘celebrates the life linguistic’. And while it’s an event for copywriters, it features talks from a variety of people . This year’s event might have had a stellar line-up of writers, but we also heard from a comedian, a marketing strategist, a designer and a bomb disposal officer.
There was so much to soak up but here are my highlights from the day:
Brilliantly simple but oh so powerful, author Fay Weldon’s advice really struck a chord. A lot of brands fall into the trap of creating ‘generic’ content that either focuses on selling a product or service (which we know switches consumers off) or producing content that attempts to speak to everyone (and so no one). To really connect with your audience you need to create content that they’ll find interesting. In other words, you need to make it relevant to them.
Write not what you want to say, but what your reader wants to hear.
Alex Glancy, Head of Creative at Virgin Holidays
Copywriting isn’t purely about selling. It should entertain, engage and solve problems for your customers. Ellie Spicer, international copywriter for M&S, highlighted the importance of editorial content and how the brand uses this within their content strategy. Producing a rich bank of lifestyle content that’s relevant to your target market can boost loyalty, improve customer experiences and help with SEO rankings. Whether it’s interviewing industry experts or producing original stories, your content should focus on more than just sales. And, of course, all of your content (whether it’s online or offline) should demonstrate your distinctive brand tone of voice.
You’ve probably heard how ‘a picture is worth a thousand words’. And while it’s true that many of us are engaging more with imagery and video content as we increasingly use our smartphones to browse the Internet, words are still a crucial part of the marketing mix. Teresa Monachino shared her thoughts on the subject. She championed written language and outlined that while visuals attract, verbals engage. Words give pictures context. And this is so crucial for brands creating content across multiple platforms. While imagery can draw people in and capture attention, consumers want the detail behind it if they're going to make a purchasing decision. They want to read the information they might not get from a first glance.
Scott Morrison from the Boom! had some brilliantly inspiring thoughts around the fear of failure. Basically, if you fear failure nothing happens or gets made. And to fuel innovation and creative thinking you have to make stuff. So make more stuff.