Words are the lifeblood of advertising — they carry ideas. And for us, the art of great copywriting is not so much about writing a whole lot of copy, but instead chucking a lot in the bin.

Copywriting is about removing the words that don’t serve your brand and keeping the ones that do. For example; at Petaltheory®, when writing catch-phrases, we limit payoff-lines to just under 5 words, and we restrict slogans to a maximum of 10 words. Our approach is pretty simple, the more concise the line is, the longer it sticks in the sub-conscious mind of the consumer.

Consider ‘Enjoy’ or ‘Always’ by Coca-Cola. Both those lines were birthed from a multi-paged Creative Strategy that resulted in a single ‘word’ which ended-up as the payoff-line.

Beyond just writing killer taglines and captivating copy, we understand that one size does not fit all. Every collateral needs a special type of writing. Petaltheory® offers brilliant Copywriting, that sells:

  • Web and Digital Copywriting,
  • Blog and article writing,
  • SEO Copywriting,
  • Brochure Copywriting,
  • Email Marketing and Direct Mail Copywriting


The purpose of writing content for the web is two-fold. First, to communicate and articulate the values and mandates of the brand. Secondly, to develop unique and relevant SEO-optimized content that can rank highly on search engines.

Our approach to content is always unconventional, in a sense that, we aim to align all content to a brand’s positioning statement or creative strategy. For example, if the payoff-line is powering possibilities, our job is to convey that sentiment through every piece of copy or article we write.

In order to develop great web content that works, we have to go through a 6-step process that ensures great quality content which is inline with the brand’s ethos and vision.

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In our approach, first and foremost, we study and assess the brand’s marketing strategy (if the client has). Our view is that all content should align to the overall marketing strategy. The sentiment needs to be the same, and the values should come through when writing or reading the content.

Before writing content, it is pivotal to define the style and tonality of the brand. We look at the brand and we ask a few questions around its tone-of-voice; should the brand come across as quirky, serious, fun, corporate, or personable? After deciding on the tonality, we move on to the next step.

Once we have an understanding of how the brand should sound, we begin to work on the technical bits. We begin to work on conveying the brand’s payoff-line (Powering Possibilities) through concise tag-lines that will be reflected on the homepage sliders. Moreover, we need to decide on SEO Keywords that are relevant to the brand. These keywords will form part of the content or a specific article that will be posted on the website.

Once we have settled on our keywords and tonality, and we have a full comprehension of the marketing strategy, we put pen to paper. We begin to work on conveying the brand’s payoff-line (Powering Possibilities) through concise tag-lines that will be reflected on the homepage sliders. Moreover, we write the entire web content and articles. The copy will move back and forth between the Writer and the Creative Director until it is good enough to go to the client. The client will give feedback and we will make the necessary adjustments.

From writing the content, we move to Quality Assurance. Here we QA, proofread, and edit the content after we have crafted and have polished our messaging. We also make changes and tweaks based on QA feedback. Once the process is complete we send the polished piece to the client for approval.

After QA has had a look at the client-approved content, and the content had gone for final proofreading. The article piece will be published on the website.