Ivan |
Sylvia,
ghost writing is one of the services that you offer. Could you explain to us what s
involved in ghost writing?
|
Sylvia |
I like
to think of ghostwriting as a collaboration between an author and a writer. The author has
a story or an idea that he is unable to flesh out for lack of time, patience, or other
reasons. The ghostwriter becomes the catalyst to bring the idea into fruition.
|
Ivan |
What
advise would you give to someone starting out? For example, what interested you most about
this field?
|
Sylvia |
What
interested me most about ghostwriting is the idea of working on longer projects, on which
I could go a little deeper. Every project stretches my skills and forces me to keep
researching and learning about subjects that I might not have gone into on my own. As a
bonus, you meet interesting people who have something to say.
|
Ivan |
Long v
short. The debate about long versus short copy still rages. On the web, it s short and
getting shorter. Where and when do you use long copy for maximum effect?
|
Sylvia |
Short
copy is the store window. Once the reader decides to come inside, then you can indulge
in longer copy to provide fuller detail.
|
Ivan |
What is
the single most unforgivable mistake that a ghostwriter can make?
|
Sylvia |
I don't
know if it is unforgivable, but writing about a subject matter that goes against your core
values is not a good idea. When you are writing for a living it is painful to turn down a
project, but it is even greater agony to write against your inner voice.
|
Ivan |
As
regards copywriting, another area where you specialize as readers are barraged with
advertising every day, what techniques do you use to get their attention?
|
Sylvia |
The main
technique that I am aware of is very basic: translate features into benefits.
The
client will usually provide a description of the features of the product that is being
offered, but what the reader is interested in is: what does it do for me?
|
Ivan |
USP.
This is probably one of the most hackneyed acronyms in the business world.
Can you explain what a well-crafted USP can
add to a marketing drive? |
Sylvia |
There
are some products that are generic and don't really have a USP. My advice is that if there
is no USP, the writer shouldn't try to force one into being. There needs to be substance behind the words.
Otherwise I would rather go with an identification strategy.
On
the other hand, through the process of crafting a well-worded USP the writer can help
clients better understand their own product positioning.
|
Ivan |
and, what's
so different about writing for the web? Would you agree that the web has changed
the way we write?
|
Sylvia |
Whenever
I am writing for the web I work in layers. The first layer is concise and flavorful but
superficial. As the reader keeps clicking, drilling down into deeper layers, the copy
becomes richer and more specific. |
