As the word suggests, Copywriting involves drafting, composing, writing, polishing and, when necessary, re-writing the verbal portions incorporated in any Marketing and Promotion tool and activity. The Copywriter also frequently creates the core ideas which those Marketing and Promotion tools and activities are built on. Many people may think they can simply sit down at a keyboard and the words will just naturally fall into place. The truth is, copywriting is a very critical task and challenge. Copywriting includes drafting headlines, body copy and even slogans. Writing copy which will (a) engage general or targeted readers and viewers, (b) hold their attention long enough to draw them deeper into the copy, (c) present specific information in pointed and persuasive ways and (d), when appropriate, (d) direct the reader’s or viewer’s follow-up actions calls for the skills of highly polished, experienced, talented professionals. There is nothing casual about the skill and art of copywriting.

The LITMUS BRANDING & DESIGN team includes international, award winning copywriters who have years of general and specialized copywriting experience to draw upon, complemented by solid foundations in Marketing, Branding, Advertising, Promotion and Public Relations. Each of those individual disciplines have their own copywriting styles, tools and techniques, and they require special copywriting knowledge, skill and talent to be employed effectively. Our copywriting professionals also have experience crafting Email, Sales Letters, Brochures and Collateral, White Papers, other Research Reports, Banners, News Releases, Feature Stories, Slogans and other Sales Promotion materials.

We have used the word ‘Marketing’ in several places on this page of our Website and also on our other Website pages, too. The concept of Marketing is often taken for granted by people outside of the Marketing & Communications industry, primarily because Marketing involves some very esoteric concepts, applications, skills and tools.

In the other places where we have referred to Marketing, we were speaking about Marketing in the context of Branding and Design. We not only understand the subtleties and distinctions of Marketing as they apply to Branding and Design, we also understand them as a separate service we offer our clients, independent of Branding or Design.

Marketing, of course, is a very broad concept and discipline which incorporates numerous sub-concepts and disciplines — a large umbrella, if you will, which can involve various strategies, activities, programs, projects, tools and techniques. Ideally, all of the adopted strategies, activities, programs, projects, tools and techniques are implemented as part of an overall, orchestrated, organized program. That program can be as broad, or as narrow, as the client’s need, vision and budget will allow. Strategic Planning, in terms of Marketing, is reflected in a Marketing Plan, a document which can provide both a general and specific ‘blueprint’ of the client’s marketing program, whether that Marketing Plan is created for the company itself, for a Division of the company, for a product line or an individual product, or for a service.

Drafting a realistic Marketing Plan is only the beginning. Once a reasonable Marketing Plan has been created, evaluated, refined and adopted, the next step involves implementing the plan. That in itself requires professional knowledge, skill and talent. And, of course, creating, producing and implementing each of the individual components needed to implement the marketing program, reflected in the Marketing Plan, also calls for professional knowledge, experience, skill and talent.

We could include pages and pages of copy on Marketing here — after all, the topic is the focus of entire college departments, large sections in academic and business libraries, and professional-service sectors all around the world — but what is really important for anyone who visits our Website is that they know we provide professional Marketing services. That can begin with creating and developing the Marketing Plan, and also include implementing the whole Plan or any part of it — locally, regionally, nationally, globally... for clients anywhere in the world.

In the section above, we noted that we had referred to Marketing in other places within our Website, but the section above would address Marketing in a different way than those earlier references.

That is true for Advertising, too. However, in those other places within our Website, we were referring to Advertising in the context of our Branding and Design services. But, here, we are referring to Advertising as an independent service we offer clients, whether those clients are interested in Advertising as an independent service or as part of an overall Marketing & Promotion service.

Just to make sure everyone is on the same page, in this context we are referring to Advertising as including Advertising Strategy, Media Strategy, Media Buying, Media Placement and Media Monitoring. That can incorporate Space Advertising, Broadcast Advertising, Internet Advertising, Infomercials, Outdoor Displays, Transit Advertising and, for that matter, Signage.

Regardless of the particular Advertising strategy a client may choose to pursue, or the overall or individual Advertising tools and techniques that strategy may call for, the LITMUS BRANDING & DESIGN team includes international, award-winning professionals who can create and produce the most dynamic, most engaging, most effective, most efficient Advertising programs and products possible.