Monday, 27 July 2020 16:03

SIGs in the Spotlight: Copywriting SIG

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In this new blog series, we will highlight the different Special Interest Groups (SIGs) SENSE has to offer. SIG meetings are open to all members, and guests are welcome to attend one or two meetings before deciding whether they would like to join SENSE. For upcoming SIG meetings, check the SENSE Events calendar. Contact the SIG convener for more information or to suggest a meeting topic. If you would like to start a new SIG, contact our SIG and Social Events Coordinator. In this edition, we talk to Copywriting SIG co-conveners Stephen Johnston and Martine Croll.

Can you tell me a little about yourself?
SJ: I grew up in Canada, but moved to the Netherlands in 1997 for love. I joined SENSE in 1999, and it has been one of the best decisions of my life. I wear two hats: I’m a copywriter, mostly working for larger international companies, but I’m also a business trainer. I specialize in consultancies, where I help them write more effectively, present more effectively and create client presentations with impact.

MC: My origins are Dutch, but as a child of expat parents, I had an English education. After school, I decided to go to Leiden University and discover my Dutch roots. Fulfilling my childhood dream to become a writer, I set up business as a copywriter. To be perfectly honest, I started off as a translator – I had cold feet, and no real writing experience. I soon found out that badly written texts are a nightmare to translate, so I often found myself asking the client if I could do a rewrite before getting stuck in the translation. My copywriting business took off from there! Nowadays, besides writing, I help companies find their tone of voice and develop their storyline.

I joined SENSE in the late nineties. After being one of those ‘in the woodwork’ members for several years, I volunteered for the EC. A great and worthwhile experience, where I got to think up and organize loads of fun events. Later on, I joined a wonderful team of fellow members to organize the first-ever SENSE jubilee conference.

What is the Copywriting SIG and who is it for?
SJ: The Copywriting SIG is for anybody and everybody with any interest in copywriting. We get a lot of translators and editors who would like to be copywriters. We also get people who are nervous about copywriting, and want to find out more. And, of course, we get seasoned copywriters who bring a wealth of expertise to our group.

MC: Nothing much to add here! Except that our purpose, above all, is to inspire and get inspired by fellow SENSE members. After all, working as English copywriters for Dutch companies, the issues we deal with are very similar to those our fellow editors and translators face. Our open-discussion meet-ups are perfect for learning from each other. 

How did the Copywriting SIG get started?
SJ: Many years ago, I noticed there were special interest groups for translators, editors and regions. But there were none for copywriters like myself, so I thought I would organize a one-off meeting to bring all of us copywriters together. In between my post and the meeting, somebody at SENSE suggested that I make it a SIG (which I did). The first meeting was above the American Book Center in Amsterdam. Since then, we’ve moved around a lot­­ –  most recently, of course, we meet on Zoom.

I stepped back for a bit a while ago and Martine took over. She was the driving force for many years, and now we are co-conveners.

MC: I’m extremely grateful to Steve for having the brilliant idea to organise something for copywriters. We were (and still are) a minority group within SENSE, so it’s nice to meet up and talk shop every now and then. But, having said that (and at risk of repeating myself), it’s really worthwhile and inspiring to also have non-copywriters or aspiring ones attend and pitch in. 

How often does the Copywriting SIG meet up?
SJ: We try to meet up twice a year. 

MC: We do indeed aim to do so! But both of us are pretty busy with our own freelance business activities. So sometimes we have to give each other a gentle nudge: we should be planning the next meet-up!

How many people generally attend Copywriting SIG meetings?
SJ: When we were holding our in-person meetings, we had anywhere from six or seven people. We also organize much larger gatherings, like the event Martine organized for infographics. Zoom allows many, many more people to attend, which is awesome.

MC: The massive number of attendees for the meet-up on infographics to me is proof that the dividing line between editors, translators and copywriters (and, for that matter, between web designers and graphic designers) is not as clear-cut as we may believe it is. We all need to be able to look outside of our own specialized bubble, especially in this time of online tools and social media. There is more to text than language alone!

When and where will the next Copywriting SIG meeting be?
SJ: The next copywriting SIG meeting will be on Tuesday, 28 July. Everybody is welcome!

MC: We’ll be talking about ghostwriting. It’s something that’s being done a lot. Especially for blogs. But, as always, we hope that attendees will bring their own issue, question, challenge or insight to the floor!

If you'd like to attend the next Copywriting SIG meeting, be sure to sign up via the Events page!

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