On delivering value

delivering value

The uniform I use when delivering value to clients

Value. is the world’s most precious resource. Every organisation desperately seeks it – from their employees, from their partners, from their copywriters, from their carpet and upholstery.

However, value is a bit different to other prized commodities. Unlike iron ore and gold, for example, it’s intangible, infinite and entirely subjective.

That doesn’t mean, though, we should strut around the office feeling confident that we’re all “value adders”. I mean, let’s be honest, we almost certainly are. Because value is so nebulous a concept, we can pretty well be unconscious at work, and as long as we’re not slumped on the CEO’s desk wearing only a doily, we can make a case that we’re “adding value”.

My point is that in 2015 adding value isn’t enough. It’s a bit passe, actually. We need to be delivering value to truly earn our swagger.

So how do we do that? Continue reading

When a copywriter should step back

A copywriter thinking

A very fine copywriter in deep contemplation

It may seem odd that in just my second post for the Ink Well I should write about copywriters having no business getting involved in certain marketing activities. But that’s exactly what I’m about to do.

In most instances I think a writer is an essential member of any marketing or communications group whose objective is to persuade, disarm or enlighten. If they – the copywriters – are not wielding influence, they should at least be wielding a pen with vigorous intent.

At least. Continue reading