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Here's the latest case study of real-life copywriting in action graciously sent to us by Sarah Williams, the head of Wordsmith in England. Thanks, Sarah! (Check out our interview with her here.)
The project:
Oxford University is renowned throughout the world for the quality of its education and the beauty of its buildings. Less well known, however, is that each of the colleges of the university is its own independent organization, with an obligation, where possible, to raise revenue for the college. This is often done by hiring out the college facilities for conferences, seminars and other functions when the students don't need them -- evenings, vacations, weekends.
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I'm often asked how I came to write Look Me in the Eye. This is the story. As my readers know, I've had an unusual life. It began with a crazy home environment, which I left behind at age sixteen when I joined a local band. Within a few years, I found myself on the road with the biggest tour of the decade -- KISS. Having reached the top of the world in music, I quit to work as an engineer in a toy company. But a few years later, I left that behind, too, when I quit electronics to repair cars in my driveway. And over the next decade I built that business into the largest independent Land Rover, Rolls Royce and Bentley specialty shop in New England. In the midst of that, I discovered photography, with my photos landing in galleries, museums, on record jackets and on billboards. And to top it all off, I began writing articles for car magazines.
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Click here to read more articles from Backstory.
Have you ever wondered why some people write easily and fluently, while others struggle and strain as if trying to squeeze a 185-lb body into a size six pair of jeans? In 30 years at this trade, I've noticed that effective writers tend to share seven traits. So, with apologies to Stephen Covey, here is my list.
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Click here to read more articles from Word Count.
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