Copywriting Is Problem-Solving
At Mad Genius, we use our words to solve problems. Like adults. Also, because we think it’s fun. Solving problems with words means we obsess over the essentials of communication: speaker, message, and audience. Sounds simple, right? Deceptively so. We’ve been around the block enough times to know these elements must shape the contours of every message we deliver (even this one).
What kinds of problems do we solve? Our copywriters arrange (and sometimes create) words to craft all manner of linguistic contraption. Names, taglines, scripts, social posts, even break-up texts—we write them all.
How to Overanalyze Like a Copywriter
Consider our college example in the brand strategy section. (If you haven’t read it yet, you should. Riveting stuff.) Which college is it? How do they present themselves to the world? What’s their spirit, their vibe, their ethos? How might that presentation need to change to align with their current goals and audiences? What has this speaker said to their audience over the years? What do they want to say now? How can they say it best, so their audience receives it as intended? And who is this audience? Notice how often we’ve already referenced the audience. That’s because so much depends on them. The way you present your brand identity has to change based upon who you’re targeting. The same goes for your message. It’s not that the brand identity and message change for each audience. Rather, we need to contour those things differently for each audience. We need to speak their language, in both text and image.
At Mad Genius, we’re fluent in both.
