Working in the creative or design industries, much of your marketing relies on beautiful imagery. Websites, brochures, advertising and videos all illustrate the aesthetic qualities of your work, whether you are an artist, master craftsman, designer, architect or perhaps a stunning venue or cultural attraction.
But whilst you may be focusing on creating stunning photos and images to portray your business, if the accompanying content doesn’t deliver, even the most attractive image won’t hold your reader’s attention alone.
Beautiful images are a good start, but cleverly crafted content can make all the difference. Words give your work further clarity, reach and exposure – and, in the digital age, make you easier to find online. It’s no good having great designs, ideas and products if no one can find you on Google.
Words that complement your beautiful imagery
Whilst you may be a creative thinker or artist, that doesn’t always translate to the written word. Your business demands words that complement your beautiful imagery, not detract from them. That’s where a creative copywriter like Editing Edge comes in. If you need help with any form of content for websites, blogs, brochures, PR, social media or print I can help.
I have worked with many creative and design companies, from solo designers and architects to the national organisation for the UK’s creative industries, The Creative Industries Federation, to create content to complete the pictures.
Word that represent your brand and style
When I work with creative clients I adopt their voice and represent their brand and style – after all, this is what sets them apart, so it’s important not to lose that element. I immerse myself in their work through research, interviewing them or spending time in their workshop or business.
When I created the website copy for wood craftsman Colin Norgate, I spent a morning in his workshop to get a feel for the touch and smell of the wood and soak up his love for his work.
Working with architectural elements and interior designer Carmen of Pan’s Lodge I enjoyed interviewing her to understand her style, her approach to design and her target audiences.
When writing about wedding venues such as Tithe Barn and Russets Country House, I visited the venues to walk around with the owners, and ask what makes them different and what brides and grooms love about them.
I choose words that define your brand and persuade readers to buy or experience your product or service. With creative and design industries, the content I create needs to:
- Educate
- Inspire
- Share your design ideas and insights
- Contain lively, engaging and visual language. Descriptions should fill in details that a photo may not be able to such as fabric, texture, evocative smells and sensations
- Represent your brand, style and voice.
Investing in creative copy
By investing in creative copy, many of my clients gain extra value, from turning a blog page into a press release or vice versa, or using snippets from a brochure or website copy in social media or newsletters.
