February 26, 2019

Copywriting vs copy assembling

I have a growing conviction that copy assembling has become more important than copy writing…

The perceived role of a copywriter is to come up with magic words that sell.

A copy assembler on the other hand has all of the necessary writing skills, but spends much more time assembling, sifting and sorting raw material. A copy assembler is a master at distinguishing signal from noise.

While copy assembling is front loaded in terms of work, it never stops. I’m always assembling things that might be useful, even when it looks like I’m not. Anything you ever say to me can and possibly will end up in a marketing email.

I have a recording app on my phone, which I’ll routinely place on the table in face to face conversations (with permission, of course). I have a call recording app. I use Zoom for web meetings, and routinely record conversations with clients.

I then crop the recording to just the section I want, and send it to rev.com to be transcribed. It then gets added to the ‘sifting and sorting’ pile.

Whatever you’re planning to write, it’s always better to write from a hefty bank of organised raw material. Always. Don’t let anyone convince you otherwise.

It’s easier and more enjoyable to do things this way round. With practice and feedback, the writing takes care of itself.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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