It’s amazing how many people call me with the question: ‘Have you ever worked in… beta blockers/timeshares/materials handling’ - or some other highly specific industry. Any half-way decent copywriter can turn his hand to almost any subject. That’s simply because it’s experience of copywriting techniques that matters - not the subject matter being written about. (That can always be researched.) Just for the record, I’ve worked on some very obscure topics. Here’s a few of the more ‘mainstream’ sectors:
Travel Copywriting - Upmarket or down dale. UK hotels or jet-set hideaways. Brochures, ads and direct mail. Nothing fazes me with travel copywriting - although it has to be said that this is a more difficult writing genre than many imagine.
Industrial Copywriting - This is a catch-all label for what covers a multitude. If you want to find out about the diversity of UK industry, become a copywriter! (I did - but not for that reason.)
Financial Copywriting - Banks, building societies, insurance companies, financial advisers, brokers and accountants - Ive written for them all. Quite a mix, with some pretty impressive names too.
Property Copywriting - Scene-setting and then getting to grips with the selling points of everything from a one-bed flat to a major mansion house - property writing has its own unique demands. Brochures, news releases, ads - whatever your weapon, I’ve used it.
Advertising & Design Agencies - I know about agencies. It’s where I started my advertising career, and I’ve written for hundreds of them since. I know what agencies want - their target markets, the tone of voice needed. If you have an agency and you’re reading this, I can probably help you get over the ‘cringe factor’ that comes from writing your own publicity!
