Copywriting

NaNoWriMo – what’s the world of publishing coming to?

Abbie H

Abbie Hettle, Account Executive at Acceleris

As November draws to a close so does the annual National Novel Writing Month, otherwise known as NaNoWriMo. The challenge is to write a 50,000 word novel over the course of 30 days – not a challenge we would all readily accept! Its popularity begs some reflection on what this says about traditional publishing in the technologically advanced 21st century.

We can all write a blog post. We can all write a 140 280 character tweet. Can we all write a compelling and challenging novel which responds to various literary genres? ‘No’ is the simple answer, but it certainly doesn’t stop the empowerment of the internet from encouraging us to try. What a great example of digital and traditional publishing tools working hand in hand!

There’s no denying that traditional periodical print publishing is massively in decline. Magazines print issues have been ruthlessly axed across the spectrum over the past few months alone. Glamour, for example, announced in October it is focusing on digital publishing at the expense of its monthly glossy magazine, now printing special issues just twice a year. Teen Vogue swiftly followed with the demise of Vogue’s young oriented magazine and the cutting of 80 jobs. All of this signals a sharp shift in young people and their reading alliances.

Meanwhile outside of magazines the novel is seeing something of a resurgence into popular culture. It wasn’t too long ago that the trend for e-readers and e-books seemed to cast the 200+ page bound tome into the trash. Yet the novel seems to be holding steadfast to its print publishing roots. With the re-invention of Waterstones and a growth in book bloggers, #instareads, and monthly book subscription services it seems that, even though publishing seems averse to the onset of digital dominance, there will always be a place for the printed word.

A campaign to renew the relevance of the novel on such a multicultural digital platform such as Twitter instils us editorial folk with new confidence. Weekly magazines and their conveyor belts of predictable and temporarily relevant content don’t hold our attention for too long. We are increasingly turning towards more traditional print like the classic novel as well as digital versions of newspapers, magazines and brochures whose presence both physical and digital seems fixed.

Take a look at our work with The Royal Alfred Seafarers’ Society. To celebrate its milestone of 150 years we produced a commemorative book detailing the Society’s roots, objectives and achievements across its long history of caring for former seafarers. This project appealed to the Society’s older audience who are invested in their charitable status and its objective of providing top quality care facilities. The hardback book worked for this client whose existence is steeped in history and tradition. We complemented this publication with content that could be utilised in a digital version and on the website. The timeline which ran across the top of each page in the printed book is now a feature on the Society’s brand new website. Tying these two forms together has extended the charity’s appeal and relevance to a great variety of audiences who utilise different media. It has even won a CIPR award for Best Publication

The lesson here is there’s a suitable online or offline print publication for everyone; whether that’s a commemorative book, a graphic novel or brochure. NaNoWriMo’s repeated success is testament to the power of the word and for recent graduates like me and fellow bookworms everywhere, it is proof the book isn’t going anywhere.

Let’s place the printed word back where it belongs. Why not give Acceleris’ Writers Inc department a call to find out how we can help you achieve this? Find us here

Three reasons to hire a copywriter

Katie Wadsworth - Copywriter / Account Executive, Acceleris

Katie Wadsworth – Copywriter / Account Executive

We all know how important first impressions are.

Experts believe that it only takes seven seconds for us to form an opinion when we meet someone new and the same thing can be said about customers making split decisions when they first see your brand.

The language you use on your website and in marketing collateral is important as it sets the tone for how you and your brand are perceived and shared by staff, potential customers and investors.

You can have an all singing and dancing website with high quality photography, video content and great design, but if the copy isn’t up to scratch, you risk putting people off.

Poor spelling and bad grammar suggests a lack of attention to detail which can make consumers question the quality of your products and services. Websites and social posts are often the first thing people view when they are looking for a new supplier or business partner, so if your copy isn’t up to scratch, your customers might start to question the value, or even the credibility, of what you’re offering.

But fear not, because for every company in need of winning communications, there is a copywriter armed with pencil (or keyboard) ready to set your copy straight.

So, why should you hire a copywriter?

 

  1. Attention to detail

Put simply, spell check isn’t fool proof. We’ve all experienced the horror of autocorrect where a text message or email is accidentally sent with an embarrassing mistake and while you may be able to laugh it off with friends, you want to make sure there are no silly errors in your copy.

 

Source: Huffington Post

Now I must admit spell check does make our lives a little easier, but that doesn’t mean that you won’t fall foul of Word autocorrecting your brand or product names, especially if they’re unusual, to something bizarre because it can’t understand.

The antidote to this is to get a real human to proof your work. Letting a copywriter work their magic means you can be sure any duplicate words or autocorrect errors will be swiftly removed. A second pair of eyes is also useful to ensure your copy makes sense to the reader. It is important to remember who you’re talking to as acronyms and technical language might make sense to an industry expert, but may sound like double dutch to your customers.

 

  1. Grammar

You may have heard the phrase ‘grammar saves lives’ and it’s true. Just take Rachael Ray (below) as an example.

Source: Tastefully Offensive

I’m fairly confident in saying Rachael hasn’t actually cooked her family or her dog, but this magazine cover is a great example of where a lack of punctuation can leave you at the very least feeling silly, or in the worst case, land you in hot water!

It’s a well-known fact that copywriters are sticklers for the correct use of punctuation, so to make sure you don’t end up giving the wrong impression, it’s always worth letting a professional give your copy a good read.

 

  1. Time

Do you really have the time to write all the content for your new website or complete the copy for your next newsletter on time? If you’re pushed for time and writing content in a hurry, you’re more likely to make mistakes and not show off your brand to its best.

Source: Shutterstock

 

The key to good project management is delegating, so why not let the professionals handle the copy, leaving you time to get on with all the other things on your ‘to do’ list!

So if you just can’t find the right words, or you have a whole editorial project which needs managing, just shout and a copywriter will be there to give you a helping hand.

At Acceleris we have our very own dedicated Writers Inc. department which is poised to help you tackle any copywriting brief or take on editorial projects you need managing (we even write books).

To find out more about how we can help, or if you just fancy grabbing a coffee, get in touch