Copywriting: How to sell work to your senior stakeholders
“One of your selling points is you give people the ability to sell your work to their most senior executives.”
So said a client at a big-name brand who we’ve recently been working with on a project to articulate their purpose and customer promise.
This “selling point” is not just about the high quality of the work we deliver (that’s a given, even if we say so ourselves).
It’s also about the rigour we bring to our process. Every piece of copywriting we do is the result of careful listening.
And with every piece of brand language that results from that listening, we are utterly transparent about how we got there.
Whether it’s a vision statement, set of values or customer value proposition, we never just let the words speak for themselves. Instead, we always demonstrate how every single word has earned its place.
So when we first present our work to a client, we’re not looking to dazzle with our wordsmithery. We’re presenting a case for these particular words.
Where they came from
Why we chose them over other alternatives
What words we considered but rejected – and why
Which words we acknowledge will be a bold choice for our client – but why we think they’re right
A by-product of our approach is that when we hand over our work to a client, we’re giving them everything they need to present the work compellingly to their own internal stakeholders — even when we’re not in the room.
So if you’re a client of Broom & Moon, we don’t just give you words. We arm you with logical arguments for why those words are the most effective ones to use. And what senior exec isn’t persuaded by a logical argument?
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