Copywriting: art, craft or science?
We describe the writing process as as crafting words and ideas. Here's why.
Like drawing or painting, copywriting – writing for business – requires creativity. And it draws on sciences such as psychology to help it get results. So you could say it's both an art and a science. But we think it's best described as a craft.
For us, copywriting is a creative process that draws on knowledge, skills and experience to achieve something that works, something with a defined purpose. As a copywriter you take an idea, a mass of information or a rough piece of copy and refine it into something that combines form and function to achieve the result you’re looking for (or more specifically, will help your client achieve the result they're looking for).
That’s why we think it’s best for our clients to work directly with a writer. And it’s why we’ve chosen to stay small. Because we’re a small studio (run by Matt and Janet), there are no layers of account management – you get to work directly with a writer.
It’s an approach that’s worked well for us over the years, and it’s one we'll continue to follow as we craft more words and ideas for our clients.