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For hire: the copywriter who can’t write This has to be a joke. We just received a press release with the headline, “Ohio Woman Launches WriterElf.com, A New Writing Business Based on No Previous Writing Experience.” That sounds like a solid business model. The release elaborates: “WriterElf.com, a new Web-based business, has recently arrived on the cyber-scene. WriterElf offers standard copywriting and concepting services. What’s different here is that the writer states, unequivocally, that she will be learning as she goes. Kristi Mitchell calls herself an ‘instinctive’ writer and goes on to explain that much of the written material seen these days is ‘cookie-cutter-ish’ in nature, because so many in the writing business have been trained in the same way.” In the next paragraph, Mitchell inadvertently proves her point. “My writing skills are a gift from God,” she says. “I can’t site [sic] any other reason for my abilities beyond that.” The release contains other trouble spots, too. We feel somewhat bad making fun of Kristi, since she seems so eager. Maybe she just needs a partner to help build her confidence. Is there an art director out there who can’t draw? —Posted by Tim Nudd

June 14, 2006 | Permalink

Comments

Just watch, she'll be hired by Mother and basking in glory at Cannes '07.

Posted by: ad_scribe | Jun 14, 2006 11:45:14 AM

She'll be perfect for clients who can't pay.

Posted by: rich siegel | Jun 14, 2006 12:20:55 PM

Are there art directors who can draw? On paper? Where?

Posted by: okay. | Jun 14, 2006 1:23:22 PM

Well, there are plenty of Project Managers that can't manage, so...

Posted by: Beerzie Boy | Jun 14, 2006 1:49:06 PM

wow, she's the george bush of copywriting.

Posted by: soraya | Jun 14, 2006 2:00:02 PM

Just what Euro RSCG is lookin' for!

Posted by: Fat Chuck Silver | Jun 14, 2006 2:56:25 PM

I don't get it. I like her copy. Is there something wrong with it?

Posted by: Smivey | Jun 14, 2006 8:47:37 PM

i've seen much worse writing from folks working in ad agencies. and folks writing for adweek.

Posted by: Highjive | Jun 14, 2006 9:47:36 PM

Ba DA boooom Ching!

Posted by: oneliner | Jun 15, 2006 3:39:31 AM

Her copy seems well thought out and written. I found the information on the site to be a bit wordy but her prose is certainly fresher than a lot of the junk I see everyday, including (sorry) a lot of what's on this site.

Posted by: dcwanderer | Jun 19, 2006 4:35:05 PM

Maybe she's blind and somebody switched the keys on her typewriter.

Posted by: Jonah Hughes | Jun 19, 2006 10:20:12 PM

It's an interesting approach to take: essentially, all copywriters (agency and freelance) are effete hacks, and Word Elf is the no-nonsense alternative. And for some clients, maybe she's right. But for clients who need more... well.

Posted by: ThisStopIsWilloughby | Jun 20, 2006 11:21:47 AM

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