Hi&Lo: How would you describe the job as a copywriter in one sentence?
Petra: I love putting the uniqueness of my customers into words
Hi&Lo: What hurdles do you encounter time and time again?
Petra: People who want to charge per word. How much can the slogan “just do it” cost?
Hi&Lo: How do you adjust to the client’s wording for each new assignment? -> How much preparation time do you plan?
Petra: It starts with a free initial orientation. Then I use an individual questionnaire and conduct interviews. The preparation depends on the size of the project and the client’s budget.
Hi&Lo: How important is it to standardize the language in a presentation, for example?
Petra: I come from a sales background. Uniform language in presentations supports the brand image of a company. The personality of the presenter is the spice.
Hi&Lo: What are the pitfalls to be aware of when it comes to corporate wording?
Petra: When the sender perspective dominates. Personal pronoun 1st person (I/We) belongs in the “about us”. The customer is interested in the solution to his problem and not in the development process of a product or the feature. I always try to convince my customers of this if they want more leads and a higher conversion rate.
Hi&Lo: What superpower would support you the most in your job as a copywriter?
Petra: That I would be cloned with an octopus, have 8 arms and be able to operate 4 laptops at the same time. That would be cool.
Hi&Lo: How do you make sure you are using the right wording – what word choice is appropriate?
Petra: It helps to have a good writer’s brief. If I don’t get that from the agency or client, I ask a lot of questions to avoid a lot of proofreading for all partners.
Hi&Lo: Ever had a faux pas? 😊
Petra: Yes, addressing customers by the wrong name or wishing them a happy birthday on the wrong day.
Hi&Lo: What do you enjoy most about copywriting?
Petra:Feedback like, “Petra, when I read what you write about us, it just sounds great.” In general, I’m happy about any feedback and recommendations from my customers. Because that is a clear expression of satisfaction.
Hi&Lo: Do you have any tips on how to get more out of your texts with small adjustments?
Petra: Think about who your target audience is and what current challenges they face. Show how you can make your customer’s world a better place. If he doesn’t know the solution yet, he will search for the problem on Google. Address that and you’ll save yourself a lot of money on ads.
You can find more about Petra on her LinkedIn profile: Petra Emmerich | LinkedIn