Like designing a product or managing a business, writing marketing copy requires specialist skills. Some people think they can write their own marketing copy, because they know their organisation and their market. In one way they're right - and that's why Right Words works closely with the client in deciding what to say. But people who don't make words their business usually lack the skill and experience needed to strike the right tone and style. We do make words our business, and it shows.
Some people believe that advertising agencies are the best people to write promotional material.
There are many excellent advertising copy writers working for agencies, but the visual image has come to dominate the advertising industry to the point where writing text is often the job of an untried junior, and some agencies don't have copywriters at all. The guru of advertising, David Ogilvy, says the fact that so few people read the average advertisement is, in most cases, the fault of the designer. He regards them as mere elements in his pretty design. In many cases he blows away half the readers by choosing the wrong type. But he doesn't care.