Welcome back! It’s just me again, livening up your internet browser with garish pastel colours, a picture of my face, and some words of wisdom (optimistically speaking).
This week, I thought I’d share one of my favourite questions I’ve been asked in the past – and it’s one that I definitely bring out at dinner parties when other guests want to compete over who has the most interesting job. Well move over, Stacey-who-works-at-the-zoo, copywriting has its moments too.
When answering this question, there’s one stand out example that I always turn to, and it’s a testament to how varied the job can be, but also how much you have to look at topics from new angles in order to make something work.
A few years back, I worked with another digital marketing agency, providing white labelled copy for their clients. With the role came a whole plethora of interesting projects, but my favourite came on a boring, grey Thursday afternoon.
Post-Hump Day exhaustion had set in when the agency called with what they described as “an unusual one”. I was already grateful for something different to get me to 5pm, and only found my smirk growing like a Cheshire cat as the details came in. The client was a male escort, who needed three blogs to boost the SEO on his website. Normal day, then.
I tried to stifle my laugh, but like a broken Jack-in-the-box, it wouldn’t stay in. Of course, once the hilarity of such an unorthodox project had subsided, the reality set in: how do you write three blogs for a male escort without causing offence and veering off into uncouth territory, all whilst providing an interesting read?
For the answer, I decided to look at the subject from another point of view – not one of society’s gazing down at such work, but instead the image of a suave gentleman and what they can do (minds out of the gutter, please). The three blogs ended up covering how it’s not just about sex (despite the stereotypes), why people use male escorts (no more attending business dinners alone), and why you shouldn’t settle for anything less than a gentleman. All keyword optimised, of course.
Suffice to say, the client was happy, his website visitors enjoyed the read, the website got a good ol’ SEO boost courtesy of Google, and I got given a story to tell at parties. A job well done.