The task is complex, the owners are very particular about the content that is placed in the infosphere, several copywriters who wrote test texts, after receiving a list of edits, refused to take on this project. However, they are willing to pay more than the average price for 1000 characters for quality work. Be prepared for them to nitpick every formulation. The brand, speaking very generally, conveys the idea of Ukrainian cultural identity, but this is a very simplified statement; in fact, it has its own specific tone of voice. I am leaving a comment that was provided to the test text of one of the copywriters:
General comment — the text is not quite in our style
I think the copywriter should pay more attention to the texts we already have (press releases), the formulations, the information, and the values we convey in them. It would also be good to read interviews with the owners, as there were moments in the text that do not quite correspond to reality. That is, to create a more confident informational base of the brand in your mind about what is being conveyed and how
If possible, avoid filler and sentences that do not make sense. There was a sentence like "pendants are the most popular jewelry" — this sentence essentially does not carry information, because where is the statistics about jewelry, anything can be substituted for pendants and the same can be written about earrings, etc.)
Facts about inspiration and symbolism should be verified. It is important to understand that we avoid mystification of Ukrainian culture, phrases about mystery, and quality encoded symbols. On the contrary, the task is to convey facts and present information more clearly, and to talk about symbolism that is truly unique, but without giving the impression that it is something mystical and incomprehensible. + if the copywriter is looking for the meanings of certain symbols or jewelry themselves, it should be done in verified sources because there are many speculations around symbolism and traditions, and we do not want to spread them
One of the owners once commented on the descriptions of the products, saying that it should be like a caption to a museum exhibit, as they write on plaques — essentially, because the products and the inspiration embedded in them are already self-sufficient, and there is no need to add anything extra. I try to keep in mind that the overall style should be restrained and sophisticated, not overly pompous, and more to the point, without unnecessary information and sentences about how this is "the best, the most stylish" — if there is a task to say such things, then do it in a different presentation. Phrases about "presentation, luxury, the best" cheapen the message; they should be used cautiously or not at all) and also these phrases, conditionally "our products are the most stylish," can be written by any brand, so they do not carry special meaning; it is better to use phrases and techniques that are specifically about us and, conditionally, only we can say so)
