Many businesses spend a lot of time and money on marketing, websites and mission statements. One thing that can get lost in the mix are words.

Stefanie Digianvincenzo and Crystal Fong from Apostrophe Copywriters are, to put it mildly, passionate about words and helping brands more effectively communicate and connect with consumers. SMK recently caught up with the Melbourne duo to talk about

Teamwork

After working for agencies including Clemenger and Olgivly, Digianvincenzo and Fong met at DDB in 2010, where they saw a gap in the market and decided to start their own copywriting agency.

“We have a lot of friends in similar industries, like design and branding, who struggled to find a copywriter out of the agency structure. There were also a lot of creatives leaving the agency structure. This opened up a great opportunity for us to collaborate with other creators,” explains Digianvincenzo.

A year later, Apostrophe has grown to become a collective of 12 copywriters whose client list includes Adidas, Leica and Garnier.

Collective strength

Fong says the Apostrophe model is based on collaboration and scalability.

“Most of our writers are ex-agency and have particular strengths, such as pharmaceutical and scripting, so we can bring in the right people for the job. It also means our writers are working on jobs they're expert in and passionate about.”

Spreading the word

Fong says copywriting is an important to branding as graphics and mission statements.

“Copywriting helps customers connect with your brand, so customers feel like they’re talking with a real person and not a corporation,” she explains.

Digianvincenzo believes the key to good copywriting is setting the right tone and consistency.

“When it comes to tone of voice, it’s as important to keep that consistent as it is to keep graphic elements and branding consistent. Consumers know when something feels and reads like a brand, and when it doesn’t. Brands must be consistent and engaged. With digital, this has never been more important.”

To find out more visit weareapostrophe.com.au.

Check out SMK’s upcoming industry leading training courses in: Melbourne, Sydney, Brisbane, Perth, Canberra, Auckland, Adelaide and Wellington.

Also, browse through hundreds of online social media video tutorials on eSMK Facebook, Twitter, LinkedIn, YouTube and more!!