Content + copy

Nobody reads anymore, right? Wrong. People just read less predictably now, perhaps for shorter periods of time. They’re more inclined to search or skim than consume text wholesale. It’s the fashion to invoke “attention deficit disorder.” We think people are simply too busy. That’s why it’s more important than ever to design content and copy — not just write it.

GO CHECK YOUR EMAIL

Just kidding. But there’s a point to be made here. There are a thousand distractions in your life, buzzing around, poised to interrupt your comprehension of the simplest sentences.

That’s why it’s so important to develop your content with craft, care, concision, and clarity. 

LET JELL DEVELOP YOUR CONTENT

You know your stuff — whether “your stuff” is selling, developing, organizing, publishing, or serving your customers.

You may even be a good writer. But even the best writers have editors.

Jell reads, thinks, writes, and edits. We develop strategic campaign recommendations, information architectures, content structures and hierarchies, and copy for nearly all of our clients’ projects, from brochures to websites. 

Let us help you convert data, product specs, slippery concepts, and value propositions into compelling, well-organized, quick-read copy. Stuff people will first skim, then pause to read more thoroughly. 

Stuff they might remember.

GOALS AND THE DEVELOPMENT PROCESS

We don’t just make up fluffy sound bites, or push you into “dumbing down” for the sake of popular appeal. Our goal is to grab the casual reader and lock in that critical moment of initial attention — to help the reader identify areas of interest, and then to deliver the goods, quickly and efficiently.

We welcome whatever raw material or current copy we can gather from you. We absorb it thoroughly to become subject matter experts, and then begin asking ourselves the key questions:

  • If forced to present the material in a minute, what would we say? 
  • Is that summary inherently interesting? 
  • Is there a set of underlying problems, needs, or confusions that must first be evoked to set the stage for these answers? 
  • Have we considered keywords and phrases that would enter into someone’s search for your offerings?
  • Are we delivering something of value to the reader? 
  • Why should they keep reading or delve deeper?

Copy isn’t just words. It’s not prose and it’s not poetry. Copy is dialogue with someone you can’t see or identify. Copywriting is a game of anticipation based on research, an understanding of the odds, and a love of popular language.

Let us help you break the ice and shape the conversation.