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Lawrence Bath

Lawrence Bath on writing, the right way

By Lawrence Bath

Director - LB Copywriting Ltd

As a creative master of words and enthusiast of the multiple layers of language, it was perhaps already written that Lawrence Bath would establish his own company in 2020.

After studying Music at university, followed by a Master’s in communications, Lawrence garnered several years of agency experience before founding LB Copywriting.

Now, through his word-wizardry, Lawrence is helping clients in the financial, tech and talent sectors (alongside many more) to be more appealing, more human and embrace their unique personality to build their brand with greater success.

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What do you love most about what you do?

When I give someone a first draft and they're chuffed with it. It has completely captured what their message is and it’s exactly what their audience is going to want to read – that’s a great moment.

There’s usually a bit of emotion as well because it's very personal to some people; and it’s a lovely feeling to play a part in laying the groundwork for their future success.

What benefit is there for businesses outsourcing something like writing rather than doing it in-house?

Ultimately, I find the biggest problem that people have got is that they know what they want to say - but they don't know how to say it.

Many clients come to me after trying to do it themselves; but it saves time to come to a professional first and get that support straightaway.

If you're getting a new website built and spending money on the design, the copy is not only the cherry on the cake: it's an integral ingredient.

You want the copy to be right because otherwise it's just like an expensive shop window full of stuff no-one wants to buy.

There are benefits of working with somebody with a fresh and external perspective who can understand your business and your customers and then write something specifically for the people you're trying to attract.

Businesses don't need to prove themselves; what they need to do is solve their customer’s problem. They don't need to write down all their qualifications and experience; people just need to know that they’re somebody that they like and trust who can do a good job – portraying just that is the aim of great copy.

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"If you're getting a new website built and spending money on the design, the copy is not only the cherry on the cake: it's an integral ingredient."

What are some common blunders in business writing?

Using too much technical language is a common mistake. Don’t use jargon, make it more appealing, and make it more entry level so that it’s easy for people to understand what you do. The idea is to convince somebody to pick up the phone and talk to you to find out more, not buy on the spot.

A mistake people make is thinking that a copywriter is like a glorified spell checker. But my work isn’t about spelling mistakes, it’s about language. Good copywriting is about understanding the science of language and using it to your benefit.

What platforms do you write for and how do you adapt your writing as those platforms evolve in their trends and algorithms?

I’m cautiously embracing technology; it has its benefits, but it can also remove the human touch – you’re not able to have a conversation with an algorithm.

Another thing that I love about the job is that initial conversation: learning about the ecosystem, learning about who they are, who they’ve been, who they want to be, and then helping to present that. AI isn’t going to do that for you.

I write for the full suite of marketing platforms. I run a lot of social media accounts for people, which I really like because it’s short and snappy content that aims to inform, excite and entertain.

"Good copywriting is about understanding the science of language and showcasing people’s talents and ability, without that having to be a list of their successes."

Director - LB Copywriting Ltd

What do you enjoy doing when you’re not working?

I’m writing a few screenplays; I’m very into films, particularly indie cinema.

I am also a big music fan because studied it at university.

Most importantly, I’m a people person. When I’m not working, you’ll probably find me with a group of friends or travelling across the country to catch up with people that haven’t seen for a while.

What do you read or listen to for influence and inspiration?

I’m very big into comedy podcasts and writing. It has similarities with what I do for work (really, it does!) and it’s a good bit of fun.

Who do you follow on social media?

Vikki Ross is a UK copywriter who posts great content all the time. I also follow a guy called Dan Nelken who wrote a book called A Self-Help Guide for Copywriters which is something I always dip into. I would recommend following them, for sure.

As a writer and reader, what is your favourite book of all time?

I’m very much a nonfiction reader. I enjoy reading to upskill myself and I enjoy reading somebody else’s story as well, with autobiographies.

In fiction, a favourite book is Sherlock Holmes: The Valley of Fear.

Lawrence Bath