New Jewelry Copywriter Needs Help Figuring Out What Her Client Wants

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Hi Susan!

I’m a newbie to copywriting and have been offered an opportunity to quote on a project, but I’m unsure what the client is requesting. I’m wondering if you can help me sort it out. Here’s how she described her project:

“I have a digital marketing agency and we’ve decided to produce a holiday magazine for jewelry. We’ll be selling ads in the magazine. But we also need 4 to 5 feature articles about jewelry trends, jewelry brands and local jewelry companies along with imagery.”

The client sent me a sample magazine. It’s 32 pages, very glossy and professional, but more advertising than editorial content. I’m assuming she expects me to write the content? And what does she mean by “imagery?”

Claire

Jewelry companies often need help writing product descriptions and blog posts.

Hi Claire,

I’m happy to help you decipher this client’s needs. Here’s what I’m thinking. The articles about jewelry that she’s asked you to write will form the meat of the magazine and will help generate reader interest. Nobody wants to read a magazine that’s 100% ads. Claire’s goal is to sell ads to retailers marketing their jewelry and related products. And she’ll have an easier time doing that if the articles are enticing.

As I understand it, your task is come up with ideas for jewelry articles, do the research and write them. You’ll want to use a light, conversational tone. As for story ideas, Google “jewelry blogs” and “jewelry magazines” and see what topics they cover. Another idea is to go to Amazon, find books on jewelry and peek at their Table of Contents.

For article ideas, research jewelry trends and jewelry brands. You should be able to find some appealing topics.

If the client says she wants an article on pearls or diamonds or some other precious jewels, then Google the topic and see what comes up. You should be able to figure out some story ideas that are similar but not exact copies of existing write-ups, of course.

With regard to writing style, conversational copy often works best for jewelry content. And be prepared to check a thesaurus when you’re seeking sparkling adjectives to paint a picture in the reader’s mind.

As for images, that’s just a fancy word for photos. You wouldn’t have to take your own photos. You’d find them at a stock photo website. For example, these websites offer you photos for free, no royalties: www.pexel.com and www.unsplash.com.

You search these stock photo sites like you would Google, with keywords such as: “jewelry, necklaces, rings, etc.” Select a photo you like, click download, and the photo is yours. Unfortunately, the selection isn’t always great, but you should be able to find something that works.

Use stock photo sites for pictures of jewelry. Choose those that seem to best illustrate your copy.

If the client wants better images, she’ll have to pay for them. Paid sites include www.shutterstock.com and www.depositphotos.com. If she wants to go that route, then you simply go on those paid sites, pick the jewelry photos you like, and then send her the links to them or their catalog number, and she can buy them on her own. You’ll have done the research to find her good photos, but you shouldn’t be expected to pay for them. For brownie points with your client, provide captions for the photos so she doesn’t have to come up with them on her own.

Also, a word of warning. Do not steal photos you find on the web. While it’s easy enough to copy or download them, doing so is a copyright violation and could result in legal action against you. Besides being unethical, it’s not worth the risk.

Writing about jewelry can be lighthearted and fun. Use a conversational tone.

If you’re unsure about writing the articles or if the client is hesitant to work with you because you’re a new copywriter, ask her to start with just one article. That’s low risk — for her and for you. Then, once she’s delighted with your work, I’m sure she’ll ask you to do the rest of the articles.

When you’re done and the articles have been published, you’ll have some wonderful samples for your  portfolio, especially if you’re planning to continue seeking work as a jewelry copywriter. It’s a popular niche for which copywriters are frequently needed to write product descriptions, blog posts and more. Good luck with the writing assignment! 

Regards,

Susan