Written by Rolf Andersson | Sweden
on September 10, 2013

In today's world where content is King, great writing is the way to be crowned. Yet, writing is not a one-size-fits-all proposition.

Would you be best served by a copywriter, an experienced editorial or educational writer, an exciting story teller, a business, technical or scientific content writer, or maybe an inspired blogger? Which language? English? OK, fine, British or American? Deep and sophisticated, or optimized for an international audience with English as a second or even third language?

It may sound almost as complex as ordering lunch in an American sandwich bar, but you'd better get it right because the differences can be very real. (Luckily, there are seasoned UP writers for any task at hand, virtually anywhere, with art directors and other creative people to match.)

Different strokes...

So, what about those differences? Just a few examples:

Strategic. Do you need to start from scratch, defining your strategic business position? Then you clearly need a writer willing to spend some serious time on research, and with an analytic and strategic mind. Do you need to attract new customer groups or energize the ones who think that they already know you? Then a creative mind and an inspired pen is key.

Persuasive. To mobilize your own organization, typically the most critical, demanding and difficult of all target groups, a writer (and the entire communication team) need to be extremely receptive and truly committed to understand human interplay. A healthy skepticism towards corporate BS is definitely a bonus.

Creative. All writers should of course be keen listeners, asking the right questions and probing for the most interesting and meaningful answers. But the copywriter can do more or less what he or she wants with his or her purchased media space and still reach, or at least be exposed to the audience.

Factual. Conversely a writer of, say, news releases or editorial articles must appear objective and unbiased to pass the eyes of independent editors with loads of professional integrity and responsibility towards their trusting audience.

Translatable. If the original text is later to be translated or adapted into other languages the writer should avoid any verbal puns and untranslatable linguistic twists, particularly in headlines, payoffs and other defining elements. Even if it makes the copy less brilliant from a sheer artistic point of view. As always, any creativity should be firmly based in the actual underlying message.

Scientific. Addressing target groups like scientists, medical doctors, business leaders, government officials and other professionals, a writer needs to be accepted as a knowledgeable and insightful peer. He or she doesn't necessarily have to be an expert in the specific field at hand, but should at least be familiar with the world of the target audience, and understand their internal relations and fundamental decision processes.

Educational. Educational writing, such as manuals and course documentation, typically involves a wealth of detailed information, and therefore the biggest challenge is often to find a structure that doesn't choke or scare the readers to death. Like in a classroom positive feedback is a prerequisite for maintained inspiration and confident learning. And content writing, particularly on the internet, should be as attractive and trustworthy as a fully paid magazine.

Adaptable. Adapting your message to different markets, the very same variables are obviously at play, so if you really want to communicate a routine translation may not be the brightest idea.

From Scandinavia to South Africa, from China to California, our community of professional and UP-minded writers know what it takes. What's more, they are in place, every working day, living and breathing the business culture of the local target groups.

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