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Copywriting by Mark Shaw

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Interview: Kate Tetlow, Jupiter Design

Kate is part of the copywriting team at Jupiter Design in the UK, specializing in marketing communications that includes catalog copywriting for the big catalogs for Boots and Argos. As a studio writer, Kate works across a number of clients and has to adapt the tone of voice to suit each brand accordingly.

I work on all types of catalog writing, from product entries and body copy to creating new voices for development ranges and managing tone of voice across a publication. There are lots of different challenges in terms of organization, maintaining structure, and accuracy, and there is always lots of information to gather (and lots of checklists to work through). The creative writing almost comes last, and ...

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