Companies who are looking to employ advertising agencies with expensive copywriters should follow a few simple rules before choosing them. Copywriting is not the art of using clever language, but of creating salesmanship in words.

And the very first thing about selling is to understand the customer. The selling message must clearly state the benefit to the purchaser, the appeal of the product and the possibility of retaining the customer for further business. That doesn't require flowery or Shavian language, just sincerity and promise.

The problem with agency copywriters is often their lack of closeness to the product they are trying to sell. More often than not, locked away in their offices in some oversized building in the heart of a metropolis, they seldom come into contact with either the customer or the business they are representing. This remoteness makes them even more distant to the customer.

Nobody undertands a product better than the person who creates it. But not all creators of goods and servcies are skilled in the art of selling. That's when a copywriter is needed.

Matching these elements together becomes a tricky process. If anybody reading this blog would like to discuss this matter further, please write me on falstaff@zahav.net.il and I'll do my best to assist. You'll get a swift response with no charge and no obligation in the future.