Copywriting: what is it and could you do it? Cathy Scott
Copywriting is the art of creating concepts and writing words that sell. You may be selling goods, services, brands or ideas: anything from a pot of face cream to a supermarket promotion, a medical device, a new way of working or even a political party. Copywriting normally includes communicating the positive benefits of whatever you are selling, while conveniently neglecting to mention any negatives. This lack of balance (also common to PR) distinguishes it from journalism. During her presentation, she'll be explaining the basics of copywriting, including how copywriters work:
Cathy will also outline some of the practicalities:
About the presenter
Cathy Scott is a British copywriter who has been in the advertising business for almost as long as the Dulux dog.
After working on many consumer, B2B and healthcare accounts for London ad agencies, she went freelance before setting up shop in the Netherlands. She now operates as a copywriter, translator and editor – often on the same unsuspecting piece of text.
Cathy is a stickler for accuracy, which is why she recently attended a client’s conference in Disneyland Paris so that she could report on it from a position of knowledge. As Welfare Officer of the Dutch branch of the National Union of Journalists, she also takes a keen interest in the underside of the writing profession, and will often be found expressing solidarity with those refusing to join the race to the bottom.
Translating in architecture, Dianna Beaufort
There is no ‘virgin’ land any more, certainly not in the Netherlands. Every spot has a history, has been surveyed and has zoning. These are the constraints within which every planner and architect must work. Dianna Beaufort will explain some of the jargon in Dutch ruimtelijke ordening and talk about the importance of the written word for architects and planners. They employ a specific language to persuade and justify their proposed designs to the many actors involved in the building industry, from bureaucrats and politicians to clients and contractors. She will discuss the process of architecture, highlight some specifically Dutch practices and cover some of the different kinds of writing that serve this specialized field.
About the presenter
Dianna Beaufort has a background in architectural conservation and heritage planning, and works as a translator and editor in these fields.
From Lada to Lamborghini: tips for gaining and retaining valuable repeat clients, Jenny Zonneveld
Freelance writers, editors and translators are under increasing pressure from agencies driving rates downwards. As freelancers, we need to stand out from the crowd, adapt our working practices, and grow as professionals to ensure we enjoy what we do if we want to continue making a good living. Drawing on more than 20 years’ experience, Jenny will give ideas and tips for professionalising your business that will help you to move out of the bulk market and thus enable you to raise your rates.
About the presenter
Jenny Zonneveld has a business background. Before she became a freelance translator, copywriter, and editor, about 20 years ago, she spent more than 15 years at a firm of management consultants and worked in the UK, USA, Belgium and the Netherlands. She specialised in managing IT and Logistics projects. In her current work, her clients appreciate Jenny for her insight into language matters as well as all things technical. Jenny has built up long-term relationships with her clients, who keep her very busy!
What not to forget in your quotation, John Linnegar & Jenny Zonneveld
Most manuscripts are like Pandora’s box: open them up and – surprise, surprise – any number of gremlins can (and probably will) fly out at you! And that despite the client believing their text needs only a ‘light touch’. As a result, when quoting for editing or translation work, we must first lift the lid on the text supplied. We have to scan the entire manuscript (or a representative sample) to uncover its many elements:
Next, we must evaluate all of the elements we uncover (including the quality of the writing) to determine what needs to be done and how long each task will take. This will require a close read of randomly selected passages or chapters as an essential step towards drawing up a quotation based on the page count, the number of words and/or the estimated time it will take you to complete the job to the client’s satisfaction.
John (copy-editor) and Jenny (translator) will share their experiences with clients and quoting during this plenary session at the PDD.
About the presenters
As a freelancer since 1984, John Linnegar has had to prepare many quotations for editing work. In his experience, all jobs need a unique cost-estimate approach. John works with some useful checklists and handy tools to guide him. Besides volunteering for SENSE, John has also been active in several professional societies of editors, including the Professional Editors’ Guild in South Africa (he served as Chair for several years), the Canberra Society of Editors, SfEP, MET and NEaT.
Jenny Zonneveld has a business background. Before she became a freelance translator, copywriter and editor more than 20 years ago, she spent almost as long working for a firm of management consultants. Over the years, Jenny has drawn up many project quotes, often for substantial translation projects involving multiple files and thousands of words. In her current work, Jenny has built long-term relationships with her clients, who still like to know what to expect on the invoice in advance! Besides being a long-standing member of SENSE and serving on the EC, Jenny is a member of MET, ITI (MITI) and NEaT.
An introduction to Cornwall and its languages, Anita van Adelsbergen
The Cornish are often overlooked when it comes down to English language, culture and society. However, Cornish culture is very rich and the Cornish people have definitely made their mark on societies around the world. As experts in their field, the Cornish miners travelled out to several continents to transfer their knowledge, including Australia and the United States of America. Many of them actually ended up in politics, such as the Penn family of Penn-sylvania. This presentation discusses Cornish culture, history and the Cornish languages, i.e. the Cornish dialect and the Cornish (Celtic) language revival. A short introduction to the Cornish language will be provided!
About the presenter
Anita van Adelsbergen MA CL is a Chartered Linguist in the UK and sworn translator in the Netherlands. During her English MA degree, she studied Celtic and American Studies at Utrecht University. She finalised her MA research project on Cornish-Americans there as well. After her studies, she continued researching the Cornish and their (Celtic) history, as well as the Cornish and Welsh languages.
The diverse skills and roles for language professionals in academia and science, Jackie Senior & Kate McIntyre
Academic researchers need to publish at the highest level of impact, which puts non-native speakers of English at a major disadvantage. They can employ language professionals (LP, editors/translators) to help level the playing field. We will discuss the skills and attitudes needed for working on specialized tasks for different stakeholders, and present concrete and anecdotal evidence of LPs’ added value.
LPs working for researchers and academic departments may perform editing, translation, copywriting, teaching and website maintenance. Being available to comment at each step of the research process – from idea to proposal, from presentation to publication – enables the LPs to help train PhD students and post-doctoral researchers.
For specific editorial services, LPs will need to keep up with the formatting, style guidelines, and content required by leading academic journals and funding bodies. They must ensure that the English in a text is correct and comprehensible to a global audience, but also that the content is fit for purpose and of sufficiently high standard to give it the best chance of being published or funded.
LPs should be interested in academic work and scientifically literate. And they need to be calm, friendly and service-minded, flexible in their working hours, and able to cope with the stress of impossible demands and tight deadlines.
About the presenters
Jackie Senior worked as editor/webmaster for the Dept. of Genetics, University of Groningen/University Medical Centre Groningen, the Netherlands, from 2007–2018. Kate McIntyre has taken over this position. Jackie Senior works primarily on biomedical and earth science texts. She started as a geologist working for Shell but joined the UMC Utrecht’s genetics group in 1995. She has been editing/translating for more than 40 years. She was a founder member of SENSE in 1990, served twice on its Executive Committee and is an honorary member.
Kate McIntyre did post-doctoral research in geochemistry at U.C. Santa Barbara and at CALTECH. After moving to the Netherlands, she started freelance editing in 2010 and has led workshops on academic writing for graduate students. She has also published one children’s book in Dutch, De knikkelares.
Translating for fun and profit, Peter Smethurst
This session will concentrate on working smarter rather than harder and on ideas and methods to ensure a good night’s sleep. It will use an imaginary job to look at the entire process from beginning to end, including all the boring but essential stuff that helps things go as smoothly as possible. Many translators waste a lot of time and lose a lot of sleep because they have not planned their work properly, spend time firefighting and clearing up, are not sure where they are with billing, who has paid them, or what to do when the BTW or income tax bills arrive. I will draw on my experience of running my own business and previously in finance to offer tips and ideas that have served me well.
About the presenter
After qualifying as a chartered accountant, Peter moved to the Netherlands in 1981. Following jobs in finance and the computer industry, he began as a professional translator 25 years ago, first as an employee and after 18 months as a zzp’er. He specialises in financial and other commercial work.
Introduction to Search Engine Optimisation, Francis Cox
How do you write online content that’s optimised for search engines so that it drives traffic to your client’s website or your own? Search Engine Optimisation is one of the most misunderstood (and fear-inducing) subjects when it comes to online communication. This presentation aims to demystify SEO by explaining the following:
By the end of this presentation, attendees will have a basic understanding of SEO so that they can put it into practice for themselves.
About the presenter
After over 20 years as a freelance English copywriter, Francis Cox has done it all. OEM, automotive, medical technology, pharmaceuticals, logistics, marine engineering, financial services, food, animal nutrition, recruitment, chemicals, non-profit and more. As a result, he has extensive experience writing a wide range of marketing materials: blogs, social media, webpages, interactive online presentations, ads, press releases, customer case studies, videos, direct marketing materials, brochures, product presentations, articles, plus internal and external newsletters.
SENSE Conferences and PDDs
SENSE organizes conferences every two years and professional development days in alternate years.
The 2015 conference was held in Utrecht on 14 November 2015. It consisted of two plenary sessions, two elective sessions (with ten topics to choose from), a panel discussion, and lots of networking opportunities.
The 2018 conference was held in ’s Hertogenbosch on 9-10 June 2018. It featured two plenary sessions and five elective sessions (with 25 topics to choose from).
The 2020 conference was originally planned for Maastricht, but due to lockdown and the coronavirus it was moved online and took place over three days on 3-5 June 2020. Attendees were treated to 15 separate workshops, as well as ample networking opportunities. An additional 7 workshops were offered as an autumn jubilee during the same year.
The professional development days (PDD) are mini-conferences aimed primaily at SENSE members themselves. The 2019 PDD was a one-day event in Amersfoort on 21 September 2019. It consisted of two plenary sessions and four elective sessions (with eight topics to choose from).
The 2021 PDD will be a two-day event online, on 18 and 25 September 2021. It features two plenary sessions, three panel discussions, six elective sessions available on both days and 9 additional sessions to choose from, not to mention networking opportunities during specific times on Zoom and all day long on Wonder.
SENSE 2020 Conference
Many of you will be pleased to learn that the Jubilee Conference team – with the sterling support of a group of die-hard and innovative presenters and workshop facilitators – have converted the in-person conference into a meeting of true minds. The opportunity to learn, to network and to share online couldn’t be better timed during these times of general gloom and social distancing. And the good news is that the SENSE Online Jubilee Conference continues to feature something for everyone – and at seriously keen prices too!
The online conference will be presented on the afternoons of 3, 4 and 5 June 2020; the workshops are no longer parallel but in series so you can attend as many as you like. The series kicks off on 16 May and will run through to 26 June – with one workshop to attend nearly each week during this period: there’s no doubt that you’ll be spoilt for choice, given the wide range of topics on offer. Head over to the programme page for all the details.
We are pleased to announce that Paul Beverley’s Macros workshop on 16 May has been added to the conference workshop line-up. Consequently, its price has been reduced in line with the others in the series – check it out on the conference workshops page!
If you have previously registered and paid for the conference and/or a workshop, and wish to attend one or more of the online events, when you register, select ‘Bank transfer’ as the payment method. We will then deduct your online workshops and conference from what you previously and refund you as appropriate.
If you do not wish to attend any of the re-programmed online workshops and conference sessions and would like a full refund, less the € 50 non-refundable deposit, please contact Theresa Truax-Gischler at firstname.lastname@example.org.
In line with the reduced scale of the conference programme and because both the conference and the workshops are being presented online (thanks to Zoom), the pricing for both has been simplified and considerably reduced: to attend all three half-days of the conference will now cost only € 60 for members of SENSE and € 75 for non-members. The fee for attending an online workshop is now € 30 for members and € 60 for non-members. Unfortunately, it will not be possible to book separate tickets for just one or two conference days.
This being an online event, you will be able to register for either the whole conference (not the individual afternoons) and the workshops up to 16:00 on the day before the event.
In these virus-disrupted days, practitioners are more keenly aware than ever of the risks and opportunities inherent in freelancing, and some innovative solutions, so topics related to this theme will feature strongly in the online programme. For instance:
So, what’s standing in your way of attending SENSE Online Jubilee Conference 2020 from the comfort of your own home?
See you there, on 3, 4 and 5 June – or in the front row at a workshop!
The SENSE Online Jubilee Conference planning team
Ashley, Jenny, John, Ken, Liz, Lloyd, Marieke, Matthew and Theresa
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