F A Q
Toronto copywriter Wolfgang Franke answers questions about his copywriting services
Q. What sets you apart from other senior copywriters in Canada?
A. The proven ability to deliver both short and long form copywriting across any digital or non-digital media platform. No need to hire one freelance writer for a tagline, another for a website and yet another for a print advertising campaign.
Q. How fast can you complete a copywriting assignment?
A. Think about the fastest turnaround you can imagine. Now cut that time in half.
Q. Are you only interested in accepting copywriting assignments from advertising agencies?
A.No, I welcome writing assignments from anyone who needs a few well chosen verbs and nouns. That includes marketing companies, Public Relations Agencies or businesses that need a copywriter for corporate communications work (annual report writing, employee communications, video scripts).
Q. Do you write video scripts?
A.Yes, I have a lot of experience writing scripts for videos and can also help with direction of the shoot and editing of the final product. I can also help with podcasts, serving as the interviewer and or as the editor of the transcript (You need me if you have podcasts on your website that are longer than two minutes).
Q. Do you accept assignments that pay by the word?
A. Only if you include a rate of about $300/word, a not unreasonable copywriting price for a brand defining tagline.
Q. Can you deliver optimized (Search Engine Optimization) creative?
A. Yes, I have made a lot of money for my clients by giving them copywriting that intrigued the customer and impressed the search engines all at the same time.
There is some interesting overlap between the two disciplines (internet marketing, non-digital marketing). I call it the Sweet Spot, but most copywriters can't go there because their work experience is one dimensional.
I am comfortable working online or in traditional media (print advertising, radio, outdoor), which is why so many of my clients call me the Swiss-Army Knife of copywriting.
Q. Can you give me a specific example of how your writing is different – and better – than the work delivered by the providers claiming to be the best copywriters in Canada and the United States?
A. Good question. I place a huge priority on headline writing because it drives readership and rankings. Yet I continue to see advertising, both digital and non digital with weak or non-existent headlines.
For example, how many times have you seen a web page that has a virtually useless headline such as "Welcome" or the all-time empty-calorie headline: "We are excited to announce...". Just as many web pages have no headline – a big reason why the website gets low engagement (average pages viewed, average time on the website) and little or no conversions (inquiries, orders).
On the print side, the big problem is "blind headlines". What's that? It's a headline that tells you nothing about the product or service, let alone give you a good reason why the offering is worth buying. Extensive readership research, which I have studied, shows a blind headline can cut response by 50% or more. Conversely, a great headline can boost response significantly.
Bottom line: headlines matter – and hiring me means you are going to get a great headline writer.
Q. Do you write taglines?
A. Yes. It's among the biggest challenges for a copywriter because the finished product has to meet no fewer than six tests:
- Short (less than 10 words).
- Promise of benefit and/or call to action (declares the offering is better and different).
- Relevance (the wording must be related to the product or service).
- Easy to remember (recall goes up if most of the words are single syllables).
- Colloquial language (uses wording people actually say).
- Double meaning (can be read to mean two things – and both are good).
Most of the taglines I see, including those for many global brands, would not even pass two of my tests.
Now let's look at a brilliant tagline, written for Key West: Close to perfect. Far from normal. Professional copywriters will immediately recognize that this is a
Short: just six words
Promise of benefit: close to perfect
Relevant: far from normal relates to leaving your home to go on holiday
Colloquial language: close to perfect and far from normal are common phrases
Easy to remember: the use of four single-syllable words makes the line easy to recall
Double meaning: far from normal can be read two ways: being far from your home geographically, being far away from your drab life.
If you are wondering whether I can execute something similar to the Key West tagline, have a look at the tagline I use to promote my services: Prices: less than you think. Results: more than you expect.
Not in the class of the Key West tagline. But it works.
- Annual reports
- Direct mail
- Elevator test
- Employee communications
- Facebook advertising
- Google Adwords
- Outdoor (Transit advertising)
- Point of Sale
- Press releases
- Print advertising
- Radio scripts
- Sales collateral
- Video scripts
- Website content