National Writing Day is an annual celebration of the art of writing, marking an important day for promoting the power of written expression as a tool for inspiration, creative thinking, and meaningful communication. As a specialist marketing agency, we owe a lot to the written word. While we love to bring brands to life visually, it’s often the written word that gives a brand its voice, personality, and persuasion. So, this National Writing Day, join us in celebrating the power of copywriting. 

‍

Copywriting in the Spotlight

Copywriting’s role in marketing is unique: unlike content writing, it’s short, snappy, and designed to persuade. Think slogans, taglines, or landing page content. Each word is carefully chosen to attract attention and drive action, while putting complex ideas into clear, compelling messaging that resonates instantly with your audience. In our industry in particular, this is vital. Whether selling to brokers, agents, or directly to consumers, our clients need informative copywriting, free of jargon that simplifies insurance concepts, builds trust, and clearly communicates the value of their products. 

‍

The Real Impact of Great Copy

‍

Who better to explain the core principles of copywriting than our Creative Services Director, Nick Patchitt:

“At its core, great copywriting follows four essential principles: it should be Clear, Concise, Compelling, and Credible. These 4 Cs are the foundation of effective communication, enabling brands to connect with audiences in a way that is both impactful and memorable.

Some of the most iconic taglines in history embody these principles effortlessly. Take Volkswagen’s 1959 “Think Small,” Nike’s 1988 “Just Do It,” and Apple’s 1997 “Think Different.” Each of these taglines is short, sharp, and powerful, proving that when crafted well, a few words can carry decades of brand equity. The fact that Nike and Apple’s taglines are still part of our cultural vocabulary nearly 30 years later is a testament to their clarity and resonance.

At brandformula, while we’re not claiming to have penned anything quite so era-defining, we apply the same principles to every piece of copy we create. We help our clients cut through the noise by focusing on messaging that is specific, strategic, and impossible to ignore. That means understanding what separates forgettable content from the truly memorable, rejecting generic claims in favour of precise, benefit-led statements. 

We also know that trying to say everything often ends in saying nothing. Simplicity is powerful, and timing matters. Great copy doesn’t just reflect a brand,  it responds to the world. When Brad Pitt and Angelina Jolie split in 2016, Norwegian Air jumped on the moment with “Brad is single”, a clever, culturally relevant campaign to help promote its flights to LA. It’s a reminder that good copywriting isn’t just well-written, it’s well-timed.”

‍

Copywriting - As important As Ever

Let’s address the elephant in the room… the rise of AI. In industries across the world, the introduction of AI - a free service that can seemingly do human jobs in seconds - sent alarm bells ringing. We’d be lying if we said it wasn’t a useful assistant, serving as a support with tasks like summarising, proofreading, or paraphrasing. But, and this is an important caveat, it simply can’t connect with human beings in the way that copywriters can. Our work begins with a relationship with our client, built on empathy, listening, and a profound understanding of their goals, which transfers into our work. It’s this human touch that is irreplaceable. 

‍

Final thoughts 

This National Writing Day, let’s remember that words have the power to define, rather than simply describe. At brandformula, we are experts in tapping into this power, shaping our clients’ identities through the written word. If you’d like to discuss our copywriting services, please get in touch with Nick via LinkedIn or email, who would be more than happy to discuss how we can transform your brand.  

‍