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They
say that many hands make light work. But they also say that
broth can be spoilt by having too many cooks.
When it comes
to producing a large amount of copy in a short space
of time it certainly makes sense to divide the work amongst
multiple writers. But it is equally important to ensure that
the team is properly managed to optimise both the quality
and
the consistency of the work that is finally produced.
An
excellent example of copywriting teamwork is the project
Writing Machine has recently completed for UK Trade and
Investment. This
is the government agency responsible for encouraging foreign
investment into the UK.
A few months ago it needed to produce
a whole host of brochures, each designed to sell the investment
potential of the UK
for specific vertical markets.
One of the critical challenges of
a job such as this is the editorial definition of the project
as a whole and of each brochure in particular. In this case,
Writing Machine worked closely with UK Trade and Investment
to define and refine the generic marketing messages as well
as how to apply them for many different markets. These ranged
from Food and Drink to Creative Industries, and from Finance
to Pharmaceuticals.
"A clear benefit of using a team of
writers to work on a project such as this is consistency,"
said Paul Ayling, Writing Machine's MD. "In this case,
the team was able to deliver a consistent style across all
the brochures and, perhaps more impressively, to communicate
a complementary set of marketing messages to different UK
sectors."
To view the results, simply follow the links:
UK Trade & Investment
- Flagship brochure
UK Trade & Investment
- ICT
UK Trade & Investment
- Automotive
UK Trade & Investment
- Electronics
UK Trade & Investment
- Environmental technologies
UK Trade & Investment
- Renewable energy
UK Trade & Investment
- Software
UK Trade & Investment
- Telecommunications
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