Messaging & Copywriting

From the product description on an e-commerce product page, to the ad copywriting that goes on promoted Facebook posts & Google text ads, copywriting allows for a framework to create content & the actual choosing of each and every word within the diction.

Many agencies have in-house copywriters who are responsible for writing the copy throughout all of their company’s messaging.

The other alternative is enlisting a freelance copywriter for one-off contractual work or long-standing ongoing work. Like brands refer to and live by their brand values, the brief given to copywriters is crucial in embodying & communicating the stylistic phrasing & terminology which the copywriters must compose in the necessary way.

Copywriters speak directly to the customer with their words and play a crucial role in aiding purchase. The logo and graphic design of a box of biscuits can draw a consumer in, but the words can seal the deal that means the product makes it way into the trolley, the check out & the cupboards of consumers.

At Fable&Co. we use the amalgamation of our brand analysis & planning to come up with a framework from which to establish the do’s & don’ts, or more precisely the says and saynots for the brand’s written word.

Crucially, copy has to be on-brand. This can be a challenge when you need to pull together resource from employees, freelancers and agencies.

This is where Fable&Co use their experience & knowledge to leave no questions unanswered. We know that it is vital to use phraseology, tone & wordplay that suits the personality of the brand & to ensure that it is consistent throughout all nuances of copy. The very best brands have recognisable catch phrases, taglines & verbalism that instantly communicates its identity & authenticity.

It can be very easy to underrate the importance of copywriting, but taking into account the head turning likes of Dove, Nike, Mailchimp & Patagonia, one can see how great copy means great business. These brands captivate customers with their copy whether for big advertising campaigns or emails & online ads, the consistent message works because this message unequivocally converts to sales.