Being part of a great team makes copywriting better
By Danielle Scheepers
Ernest Hemingway once said, ‘There is nothing to writing. All you do is sit down at a typewriter and bleed.’ Of course, we are so much more evolved now – we bleed in front of screens.
Dramatic? Granted, but only a little. Writing can be difficult, it takes a lot of focus, and creatives are not known for this trait! The challenges involved in being a digital marketing copywriter in particular include the need to churn out great work at a break neck pace.
There is one advantage that Hemingway didn’t have access to which Yellow Door has, an incredible team. Every person in the office plays a specific role in creating authentic, compelling content for our diverse clientele. What follows is insights that I have gained in my time as Yellow Door’s resident copywriter.
Not all writers are strategists, but marketing is all about strategy. The fast pace at which the digital world moves means that copy needs to hit the bullseye every time. The only way to make sure that it does so is knowing what information and direction to give the audience and which platform to use.
In order to implement this, our team gets together every Tuesday to strategise about a particular client or project and how we can improve our offering. Being part of a small team, everyone has space to share their ideas, and the client benefits from the input of a host of marketing experts with varying skills. For copywriters, this is golden, because it is an opportunity to listen, learn and gain fresh perspective and insight into how to tell the brand’s unique story.
Another notable benefit of such a tight knit agency is having direct access to the bosses. Dom and Em are both incredible in their respective roles and contribute greatly to my growth as a copywriter.
Em is our new business director, which means that her focus is always on the horizon. She shares insights and new ventures with the team constantly. Her input into brand guides and company profiles are what refine and direct the process to bring the final product together.
Dom, our managing director, directs the daily workflow. This is invaluable, as it keeps things on track. She makes certain that deadlines are achievable and provides encouragement and input into every project. Because, let’s face it, creatives need boundaries!
As I mentioned earlier, writing can be a difficult practice. Writers are very often their own worst critics. It helps to have a team of people with which you are able to commiserate and also have fun with outside of work.
As a team we have danced, celebrated, gone bowling, eaten pizza, hiked and took part in activities that aren’t at all work related. Ultimately, this is almost as important as office hours because it leads to freer thinking and more inspired creativity.
We all deliver the best we can, but there are times when deadlines are tight and things become too demanding to handle alone.
Team dynamics at Yellow Door are easy going and we have each other’s backs, pulling together to pick up slack. This gracious dynamic allows for growth and development and a better creative environment. As the resident writer, it takes the pressure off to know that we, as a team, are shoulder to shoulder in carrying the vision of the agency into the future.