Corporate Copywriting

Simo · 09-15-2009, 10:35 PM

Hi Warriors,

I am applying for a "online content producer" job with a corporate company. The brief states that applicant should "deliver online content that provides an excellent customer service experience."

Given that I can write reasonable copy (having written direct market copy and advertising copy for Real Estate advertising) but I am "inexperienced" at copy writing for the web:

What books and advice would you suggest to help me up-skill and show value to the company ( I would really like to get this position).

Thank you in advance,

Simo

TheMagicShow · 09-15-2009, 10:46 PM

Quote:

Originally Posted by Simo

Hi Warriors,

I am applying for a "online content producer" job with a corporate company. The brief states that applicant should "deliver online content that provides an excellent customer service experience."

Given that I can write reasonable copy but I am inexperienced at copy writing:

What books and advice would you suggest to help me up-skill and show value to the company ( I would really like to get this position).

Thank you in advance,

Simo

Hi Simo,

If you want some real good books on copywriting look for these authors: joe Sugarman, Bob Bly, victor o Schwab. These are just a few of the great copywriters, that can teach anyone to write better. Go to amazon and look at their books and buy whichever one you like best.

Also, go to American Writers & Artists Inc. and sign up for their newsletter, they provide some of the best newsletters that I have ever seen. They provide lots of good content that can improve your writing skills.

Good luck!

TheMagicShow · 09-15-2009, 10:52 PM

Sorry to post again, but i forgot about another killer site The Total Package . These guys also provide some of the most kick butt content online!

Simo · 09-15-2009, 11:07 PM

Thanks Mel,

Really appreciate your feedback. I am off Amazon hunting now!

Cheers,

Simo

marciayudkin · 09-16-2009, 04:21 AM

Quote:

"online content producer"

This is NOT copywriting!

"Content" generally means articles.

Marcia Yudkin

The Copy Nazi · 09-16-2009, 04:51 AM

The Copywriting Forum has a bunch of "stickies" on Copywriting books and resources. Hit your "back" arrow.

colmodwyer · 09-16-2009, 05:49 AM

Quote:

"deliver online content that provides an excellent customer service experience."

Aww man, that sounds horrible. Unless you're really stuck for bucks I'd avoid this.

Try and find something where you can put your copywriting skills to use, I don't think this'll be the job for doing that.

Colm

Mark McClure · 09-16-2009, 09:49 AM

Simo,

I guess "online content producer" could be anything but it sounds (as Marcia noted) like 'articles / white papers' rather than the direct response copy the folks here love to adore ;-)

Alas, as soon as I see "corporate" and "excellent customer service experience" in the same paragraph I recall that wonderful world of meetings about meetings I knew so well... and would gently steer you to read anything written by Scott Adams, of Dilbert fame ;-)

However, you've stated a serious interest in getting this position and are asking for some advice. So here goes... it's a long one!

1) Books - Bob Bly's got a ton of tech writing experience and I'm sure there are some good white paper writers for the corp world who've got books and blogs out there. Hunt'em down via Twitter and Google searches...

2) Does this company have web site content you can check out for style and method? If so, print off some pages you particularly like, read them carefully and make a few notes. Then, if you get to a phone screen or better still, an in-person interview, you have prepared info you can bring up naturally in conversation.

For extra brownie points... put their web pages in a clean, transparent plastic folder and take to the interview. If you're seated across a desk from the interviewers, then set it neatly on the desk in front of you.

Not a word need be said about that folder - their web logo or name will be visible to scanning eyes and you'll have demonstrated "excellent customer service" in a very subtle but powerful manner right from the get-go.
How? It's as obvious as it's discreet. If you've gone to those lengths to research a "customer" and visibly be able to show results, they'll imagine you doing the same for their company's actual customers in the content you write.
Ta da! Every little good impression helps.

If there's no desk, hold the folder in your lap in such a manner that they can't fail to see their own web pages in there ;-) But make sure you've done your homework beforehand - don't print off a bunch of pages without doing some in-depth research. Mr Pointy Ears types can smell BS at 10 paces... ;-)

3) Can you find out who their marcomms or tech writers are? Even some of the folks managing those departments would be OK. Once you have names then go track them down on places like LinkedIn and Twitter. I'm not necessarily recommending that you immediately befriend (online) a bunch of possible hiring managers and peeps in that company - because it can backfire and be seen as too pushy or needy. On the other hand, it might also show initiative (which looks good on the "excellent customer service" meme). You'll have to figure that one out for yourself.

What I would do is find out who among these people are active with blogging and (possibly) twittering. You can learn a lot about the hot issues in their markets and companies by following the career hotshots.

They're not blogging and using SM like IM'ers do (to sell product). They're mostly about building personal brand, enhancing career reputation and being seen as 'subject matter experts'. In other words, if you can find these folks online then that's golden because they've done a lot of the 'heavy lifting' in researching and writing about your target market. Take advantage of their efforts!

4) Back to the "excellent customer service" preamble:
My 10 yen here is that your primary customers are (often) not the external ones, those who pay your salaries and keep everyone in a job etc. They are in fact internal in the form of your boss, his/her peers etc.
The 'golden rule' in corp land (from a UK and Asia-Pacific viewpoint, such has been my experience) is NEVER make your own boss look bad, if you can possibly help it.
Because, for most rank and file employees/contractors who just want to be rewarded for doing an honest and hopefully interesting job, this is sound advice for the increasing the chances of remaining gainfully employed. I've tested it ;-)

However, the mid to senior level folks are in a different ball game - you could call it 'BlueFart mgt' - where the players require skills in the dark ninja arts of herding human capital, along with a lust for Machiavellian intrigue way beyond this already too long post :-)

Good luck!

Simo · 09-16-2009, 04:03 PM

@Metronicity - Thanks for the pointer. I'll check the sticky's out.

@Marcia - Thanks for clearing that up Marcia. It sounds very much like that doesn't
it?!

@colmodwyer - True! I hear where you are coming from.

@Mark - Superb post. haha. I had to laugh with a great reference(s) to Dilbert and
playing the corporate game. A really humourous and most
insightful post - I really appreciate the pointers. Thank you. Here's more of
the brief below:

In this role you will…

Deliver online content that provides an excellent customer experience
Expand your knowledge of Online reporting and analytics programmes
Project manage online campaigns and have the chance to cement your place as a key driver within online business

As part of a small team accountable for all of [Company X's] public websites, this role is responsible for the development of the online customer experience and driving improved performance across our entire range of products and services.

With previous Copywriting for web experience you will have an excellent grasp of English grammar and have a great eye for detail. Your ability to successfully manage a large group of stakeholders and any previous experience with SEO will set you apart, however, you will not need advanced technical skills to make this role your own.

09-15-2009, 10:35 PM	#1
Simo Watch this Space War Room Member Join Date: Mar 2009 Location: Auckland, New Zealand Posts: 200 Thanks: 100 Thanked 30 Times in 24 Posts Social Networking Contact Info	Corporate Copywriting - your advice and skills required? Hi Warriors, I am applying for a "online content producer" job with a corporate company. The brief states that applicant should "deliver online content that provides an excellent customer service experience." Given that I can write reasonable copy (having written direct market copy and advertising copy for Real Estate advertising) but I am "inexperienced" at copy writing for the web: What books and advice would you suggest to help me up-skill and show value to the company ( I would really like to get this position). Thank you in advance, Simo

09-15-2009, 10:52 PM	#3
TheMagicShow Success Is No Illusion! War Room Member Join Date: Apr 2007 Location: , , . Posts: 3,764 Blog Entries: 1 Thanks: 41 Thanked 109 Times in 78 Posts	Re: Corporate Copywriting - your advice and skills required? Sorry to post again, but i forgot about another killer site The Total Package . These guys also provide some of the most kick butt content online!
	" You can either give a man a fish and feed him for a day OR teach him how to catch a fish and it will feed him for a lifetime"

09-15-2009, 11:07 PM	#4
Simo Watch this Space War Room Member Join Date: Mar 2009 Location: Auckland, New Zealand Posts: 200 Thanks: 100 Thanked 30 Times in 24 Posts Social Networking Contact Info	Re: Corporate Copywriting - your advice and skills required? Thanks Mel, Really appreciate your feedback. I am off Amazon hunting now! Cheers, Simo

09-16-2009, 04:51 AM	#6
The Copy Nazi Mal Lambe War Room Member Join Date: Jan 2009 Location: The Bunker, Paris Posts: 2,292 Blog Entries: 2 Thanks: 705 Thanked 1,260 Times in 603 Posts Social Networking Contact Info	Re: Corporate Copywriting - your advice and skills required? The Copywriting Forum has a bunch of "stickies" on Copywriting books and resources. Hit your "back" arrow.
	"By offending nobody, you impassion nobody" - Gary Halbert

09-16-2009, 09:49 AM	#8
Mark McClure HyperActive Warrior War Room Member Join Date: Jun 2006 Posts: 299 Thanks: 19 Thanked 44 Times in 34 Posts	Re: Corporate Copywriting - your advice and skills required? Simo, I guess "online content producer" could be anything but it sounds (as Marcia noted) like 'articles / white papers' rather than the direct response copy the folks here love to adore ;-) Alas, as soon as I see "corporate" and "excellent customer service experience" in the same paragraph I recall that wonderful world of meetings about meetings I knew so well... and would gently steer you to read anything written by Scott Adams, of Dilbert fame ;-) However, you've stated a serious interest in getting this position and are asking for some advice. So here goes... it's a long one! 1) Books - Bob Bly's got a ton of tech writing experience and I'm sure there are some good white paper writers for the corp world who've got books and blogs out there. Hunt'em down via Twitter and Google searches... 2) Does this company have web site content you can check out for style and method? If so, print off some pages you particularly like, read them carefully and make a few notes. Then, if you get to a phone screen or better still, an in-person interview, you have prepared info you can bring up naturally in conversation. For extra brownie points... put their web pages in a clean, transparent plastic folder and take to the interview. If you're seated across a desk from the interviewers, then set it neatly on the desk in front of you. Not a word need be said about that folder - their web logo or name will be visible to scanning eyes and you'll have demonstrated "excellent customer service" in a very subtle but powerful manner right from the get-go. How? It's as obvious as it's discreet. If you've gone to those lengths to research a "customer" and visibly be able to show results, they'll imagine you doing the same for their company's actual customers in the content you write. Ta da! Every little good impression helps. If there's no desk, hold the folder in your lap in such a manner that they can't fail to see their own web pages in there ;-) But make sure you've done your homework beforehand - don't print off a bunch of pages without doing some in-depth research. Mr Pointy Ears types can smell BS at 10 paces... ;-) 3) Can you find out who their marcomms or tech writers are? Even some of the folks managing those departments would be OK. Once you have names then go track them down on places like LinkedIn and Twitter. I'm not necessarily recommending that you immediately befriend (online) a bunch of possible hiring managers and peeps in that company - because it can backfire and be seen as too pushy or needy. On the other hand, it might also show initiative (which looks good on the "excellent customer service" meme). You'll have to figure that one out for yourself. What I would do is find out who among these people are active with blogging and (possibly) twittering. You can learn a lot about the hot issues in their markets and companies by following the career hotshots. They're not blogging and using SM like IM'ers do (to sell product). They're mostly about building personal brand, enhancing career reputation and being seen as 'subject matter experts'. In other words, if you can find these folks online then that's golden because they've done a lot of the 'heavy lifting' in researching and writing about your target market. Take advantage of their efforts! 4) Back to the "excellent customer service" preamble: My 10 yen here is that your primary customers are (often) not the external ones, those who pay your salaries and keep everyone in a job etc. They are in fact internal in the form of your boss, his/her peers etc. The 'golden rule' in corp land (from a UK and Asia-Pacific viewpoint, such has been my experience) is NEVER make your own boss look bad, if you can possibly help it. Because, for most rank and file employees/contractors who just want to be rewarded for doing an honest and hopefully interesting job, this is sound advice for the increasing the chances of remaining gainfully employed. I've tested it ;-) However, the mid to senior level folks are in a different ball game - you could call it 'BlueFart mgt' - where the players require skills in the dark ninja arts of herding human capital, along with a lust for Machiavellian intrigue way beyond this already too long post :-) Good luck!

09-16-2009, 04:03 PM	#9
Simo Watch this Space War Room Member Join Date: Mar 2009 Location: Auckland, New Zealand Posts: 200 Thanks: 100 Thanked 30 Times in 24 Posts Social Networking Contact Info	Re: Corporate Copywriting - your advice and skills required? @Metronicity - Thanks for the pointer. I'll check the sticky's out. @Marcia - Thanks for clearing that up Marcia. It sounds very much like that doesn't it?! @colmodwyer - True! I hear where you are coming from. @Mark - Superb post. haha. I had to laugh with a great reference(s) to Dilbert and playing the corporate game. A really humourous and most insightful post - I really appreciate the pointers. Thank you. Here's more of the brief below: In this role you will… Deliver online content that provides an excellent customer experience Expand your knowledge of Online reporting and analytics programmes Project manage online campaigns and have the chance to cement your place as a key driver within online business As part of a small team accountable for all of [Company X's] public websites, this role is responsible for the development of the online customer experience and driving improved performance across our entire range of products and services. With previous Copywriting for web experience you will have an excellent grasp of English grammar and have a great eye for detail. Your ability to successfully manage a large group of stakeholders and any previous experience with SEO will set you apart, however, you will not need advanced technical skills to make this role your own.