I've recently written a blog on the top ten whisky gifts for men.  As a whisky drinker myself, it certainly wasn't difficult copy to write, or to research...

I decided to use a humorous tone for the article, which leant itself well to the overall feel of the website: vibrant, fun and a little bit naughty.

The client was delighted with the end result and commented on how she had pretty much giggled throughout the whole draft.  Her feedback on how I had really understood the brief, had been innovative and quirky, left me delighted with the outcome.

I like to be happy with what I've produced, but it means nothing if I haven't hit the right notes with the client.  Good, persuasive content only happens once research has been thoroughly carried out, in-depth conversations have taken place and a real feel for the client's brief has been gained.  

The end result is written by me, but successful copy is undoubtedly  teamwork.

Now if I can only get my client to consider tastings for her "Malt of the Month" reviews.  Maybe I can sell it as team building...
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So here's a few thoughts on why you shouldn't.
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• Copywriting is a skill.  You're not just writing; you're writing with a whole set of parameters in your head: the psychology of how consumers process information, the characteristics of a particular demographic.  It's not as easy as it looks!

• On web pages, the consumer scans; he doesn't read every word.  He engages (or doesn't) in the first sentence.  The copywriter's content reflects this.  The copy written is targeting the reader to engage and, most importantly, take action.

Don't waste your time trying to get it right. Time is money!  

And I'm quite affordable.