As soon as she settles behind her laptop, a waterfall of words flows through her fingers. Words that sound like music to our clients’ ears. This is anything but a coincidence, as music is the common thread throughout the life of this Explicieter. Introducing copywriter Nadine: a Swiftie at heart and a dancing queen that would even make ABBA jealous.
Just over two years ago, Nadine chose to make the daily commute from Leuven to Hasselt. ‘When I went for my interview with Jan and Maarten, I was quickly won over by Expliciet. Although I was working for large, well-known clients and saw my copy appearing in many public spaces, I missed the connection with my clients.’
‘After the very chill introduction – it hardly felt like a job interview – I left for a few days in New York. I told them not to call me because it would cost them and me too much (laughs). Instead, they sent me a lovely email saying I was welcome to come back again.’
‘After that, it was quickly settled. I remember diving straight in. I was also allowed to go to clients and do interviews right away, which I loved. Every six months, my job description changes slightly, which keeps me sharp. I get to enjoy both offline and online assignments, from micro-copy for website buttons to blogs, websites, magazines, and extensive white papers. Which project stood out? When I got to write for a private clinic in the plastic surgery sector for the first time. The conversations with that manager were fascinating; I just kept asking questions (laughs).’
It is certain that a strong copywriter is also an expert at creating rhythms. In Nadine’s case, the musical link isn’t hard to find. ‘I’ve danced almost my whole life. Three days a week, from ballet to modern dance and hip-hop. Until I was 23, and after that, my husband Klaas and I did partner dancing for years.’
‘As a child, I wanted to be a musical actress more than anything. However, it soon became clear that I am tone-deaf (laughs). So I stuck to dancing and watching musicals. Since I was four, I’ve gone to a performance at least twice a year. At twelve, that led to the discovery of my life: ABBA. I think I’ve seen Mamma Mia! ten times by now, I’ve experienced their hologram show in London twice from up close, and my visit to the ABBA museum in Stockholm—those were the happiest two hours of my life at that moment.’
Finally, this trivia question: what do Taylor Swift and Nadine’s job have in common? ‘Aside from the fact that I’m crazy about both of them, there is a tremendous marketing machine behind Taylor’s success. With marketing successes that often prove that less can still be more, but that a bit of extravagance is certainly possible.’
‘That’s how I try to give my own work more color, by occasionally coming up with something more daring. This way, we signal to our clients that we continue to live up to the name Expliciet in that area as well.’
What can you absolutely not do without to achieve the best results?
‘While my professional life takes place mainly behind the laptop, it’s a completely different world in my free time. I love being outside. Walking, cycling, jogging, watching outdoor concerts, traveling, or just sitting on a terrace… It’s pure fuel for my creativity. My favorite activities might be picking flowers and camping. Hearing the rain pattering on your tent and discovering a great view under the morning sun—that’s just perfection itself.’
What for you makes the difference between a good and an outstanding copywriter?
‘A copywriter who not only delivers persuasive texts but also thinks along about the bigger picture. Does the copy match the client’s strategy? Are we targeting the right SEO terms? Does the right tone of voice resonate? In addition, I do everything I can to build a great partnership with my clients. The better we understand them and vice versa, the better the end result.’
What role do your fellow Heart-hunters play in this for you?
‘You just feel that there’s a close-knit group behind you. We celebrate our successes together, but we can also cry together when there’s bad news. For me, as someone from the Kempen living in Leuven, it’s very nice to be part of such a warm group of colleagues from Limburg.’