Who can share some tips for helping a CW with their craft? I’m coaching one that needs to work on details and accuracy. I have a copy of “Elements of Style” to give them and will be talking to them

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They need to read books. Get them The Amazing Adventures of Kavalier & Clay. Get them Confederacy of Dunces.

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Honestly, you need to give them real advice: “maybe copywriting isn’t for you.”

You’re a professional writer. It’s your job to write better than most people.

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Write as people speak. Economy is everything. Writing is rewriting. Get them to read " Writing Down the Bones" or Stephen King's book " On Writing".

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I dunno, CW2, while I agree that you need to strive to be impeccable with your craft, I look at copywriting as communicating first and writing second. Some of the best copywriters I’ve known did not have a writing or English degrees. What they were great at was taking someone on the journey, cutting through the bullshit, and getting to the crux of human insight. If you have that magic, technical skills can be developed. No need to throw the baby out with the bath water.

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👆🏻YES. It's seriously mind-boggling how many copywriters I've encountered now who can't write for shit. Sorry, but the "I'm an 'ideas' person" bs does not cut it.

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For typos and stuff like that, just look up from the paper and say that none of those mistakes should be in there when it’s shown to you. Say it matter of fact, like it’s the most obvious thing in the world.

A cd did that to me early in my career and it whipped me right into shape.

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I still have horrific high school flashbacks of Strunk & White

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CD3, in my past feeling rushed and not double checking my work was when I made most of my mistakes. Helping someone work that second check into their process can go a long way, granted they have a solid grasp on the language or at least a desire to seek out clarity where they are not sure.

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@ACD1: Ha ha! I know. But I need to be motivating and supportive. We can’t have typos or grammar issues/tense issues on social media posts. everyone needs a proofreading class!

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A resource book is a good start, but grammar and accuracy is also a big part of their job. It would be like an art director not knowing complementary colors or kerning. Could there be something else at play, like a lack of motivation or disinterest in the topic/brand? Or the flip side of that - are they feeling overwhelmed with too many deliverables and not enough time to make corrections before their deadlines? Just throwing out other options, because you shouldn’t have to teach a writer the fundamentals of their profession.

In the end, consider pairing them with a more senior writer who can check over their work before it goes out. It gives the senior an opportunity to mentor and hopefully prevent future gaffes

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Is there an idiot’s guide to grammar? Mostly asking for me, though.

Agreed OP! (I keep a destroyed paperback in my drawer and still refer back to those sadistic bastards, lol)

Write a thesis. That made me learn MLA style and grammar really fast.

Give them goals for accuracy as part of career development. Encourage them to double check their work. Have them get a premium version of Grammarly.

Also, encourage them to team up with another CW to be a proofing buddy. It will help them get better and will help them develop a dialogue with other writers.

Have them use grammarly

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