Copywriting – taking things slowly

Jess Wootten

Jess Cameron Wootten in his workshop

Before I started The Ink Bureau I was freelance copywriting, but not full time. I was working for clients on weekends and after work. One of the people I did some writing for was Jess Cameron Wootten, who had just opened his own shoemaking and leathercrafting shop, Wootten. He needed some website copy.

I went and visited Jess at his workshop in the Melbourne suburb of Prahran to have a chat, get an idea of what he needed and see how he plied his craft.

The word “inspiring” is grossly overused these days – I avoid it like I avoid the startlingly white-teethed attractive people holding clipboards who stand on street corners and lure people into their monthly charitable donation lairs. But I have no hesitation in using it here.

I’ll get to that in a moment, though. Continue reading

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