Firstly, let’s get one thing straight. I don’t have anything to do with the official registration of patents, intellectual property or brand logo usage rights. That’s copyright, not copywriting.

Right, now that’s cleared up. A copywriter can write anything you need for your business. But a good copywriter will be able to understand your business, enhance your brand and engage with your clients in a way that compels them to take action.

You may have already realised that this is not as easy as it sounds. A brochure page may sometimes only take you a couple of hours to accomplish when at other times you can spend days struggling with a single strapline. There’s no substitute for the knowledge, good judgement and natural talent that a high-quality copywriter will inevitably possess.

Whether it’s a brochure, a website, a newsletter or a blog you need, good copy must be straightforward without seeming plain, clever without appearing conceited, and engaging without being overwhelming.