Copywriting
Dynam treats copywriting as an equal to design, rather than its poor relation. Powerful visuals are doubly effective when partnered by strong writing – the right sentiments, expressed in the appropriate tone, using the most suitable language and vocabulary for the target market. Setting the style and tone is essential before the copywriter can create headlines for campaigns, write straplines that encapsulate a product, service or organisation, write body text or develop a product or service name that works.
Good copy doesn’t just communicate information or selling propositions. It works in partnership with the other creative elements – the design, photography and illustration – as well as practical considerations such as space availability, legality and relevance to the product, the proposition and the visual framework. Getting across the message within a designated space, creating a headline that instantly communicates the proposition, hitting the tone that speaks most clearly to the target markets – these are all essential skills brought into play to make marketing, advertising and PR activity work as hard as they can.
