Page 196 - 100 Great Copywriting Ideas: From Leading Companies Around the World (100 Great Ideas)

of reasons. First, because I wanted to write a different kind of
corporate brochure to the ones they were used to seeing. It would
use storytelling techniques and an altogether warmer and more
human tone of voice. I wanted to use real people from the client to
tell their own stories. And I wanted it to read more like an extended
direct mail letter with a defined call to action.
We had enough people on a conference call at the outset to get buy-in
across the business. By getting this agreement from the committee
before I started writing, it gave me the confidence to push ahead
with a defined writing style for the brochure. I knew there wouldn’t
be calls for a different approach once I submitted my first draft.
It was also important because once people have agreed to a copy
approach they are less likely to disagree with its interpretation. I’m
always looking for a reaction something along the lines of, “Oh yes,
that’s what we talked about in the briefing meeting.”

In practice

• Find out who has the power to sign off your copy. Ask them to

sign off the brief as well.

• Resist offers—or even demands—to rewrite your copy. (Result:

camel.) Ask, instead, for people’s reasons for their queries, then
offer, sweetly, to attend to the changes yourself. (Result: horse.)

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