Author Archives: Emily Warrington

Events

Branding // Simplification

Events are fun. They are a microcosm of an entire company, service or product; an ultimate test of simplification and branding. I’ve organized and helped with multiple large scale events and trade shows. Copywriting is an integral part of an event, including event websites, registrations, pre and post event email campaigns, flyers and social media. The keys to an event are engagement and follow-up; not merely handing out free stuff.

Examples

Email

Writing // Promotion // Call-to-Action

Don’t…be…annoying. We all get way too many emails! When writing for email marketing I focus on quality, usefulness, entertainment and interesting content. Keeping a reader engaged, willing to take action, and away from unsubscribing are all part of the exciting challenge.

Examples

Website

Strategy // Branding

The website is often the first or second interaction a consumer has with a business. It’s a first impression. It’s extremely important! Frequent updates are essential but first and foremost the website must consist of succinct and helpful information laid out in an easy-to-use way. Simplicity is better.

My goal is to provide as much value as possible on a website while keeping the audience engaged and distinguishing the brand. One of my favorite tactics is to collaborate with a company’s departments to first establish a buyer persona and then determine consumer FAQs and their respective answers. I weave this information into the web copy thereby increasing the company’s internal efficiencies as well as eliciting consumer trust. This is especially important for service oriented businesses as consumer questions and target audiences are oftentimes less than obvious.

Examples

Branding

Big Picture // Creative // Strategic

Branding is in mind with everything I do as a copywriter. Creating a brand is a large undertaking–consistency, alignment, growing room and transparency are key. Rebranding is that much more complex–how to create essentially a new company without losing the current customer base? (Unless you want a new customer base, which is, of course a different story.) My job as a copywriter is to align myself with a brand, however, it was my experience in rebranding that taught me about branding through and through. I include examples of rebranding, aligning with an established brand, and brand development below.

Examples