Let’s Talk About Copywriting

Seeking followers on social media? Preparing an advertisement? Drafting content for your website? You could try your hand at these yourself, but if the task seems insurmountable you might consider the services of a brand strategist or a copywriter to help tailor your brand message and copy to your business and your audience.

Copywriting might still be a foreign concept to some, unless you are Don Draper, or have a history of working with creative agencies. None the less, copywriting is an essential part of every marketing strategy. In fact, copywriting often starts before the words on the page, and often provides direction for designers, incorporating your brand story and setting the tone for the brand.

If you want your marketing to be relevant, captivating and persuasive, you need to know how to write effective copy or hire someone who can help.

As these brilliant copy-less ads show, sometimes copy seems unnecessary. However behind even those ads,  a creative team has gone through an ideation process, carefully crafting a meaningful concept behind the ads, to ensure that they accomplish their set objectives. Even with these ads, the designers and copywriters identified that it would be more compelling sans-copy –however don’t be fooled, there is an underlying message to every ad.

So why is copywriting important to your business, you ask?

Copywriting isn’t just writing
Anyone can write content, right? Just like anyone can design a logo. Uploading a video clip on YouTube doesn’t make you a director. The copy for your promotional needs to be attention worthy, distilling your company’s product and services into benefits your clients will care about.

Content comes before design
Granted that your promotional material should be visually compelling and graphically appealing. However before a good design can be delivered, it needs to be preceded by a sound strategy, research and relevant content. A good copywriter will study your business and will quickly identify what offerings your company excels in, and which of those your customers will connect with.

Consistent tone of voice matters
Brand personality, tone of voice and language should be recognisable and consistent across channels and mediums.  Customers like a feeling of safety and familiarity about a brand and its products when they know what to expect. If your brand’s tone of voice differs vastly from your website to social media and print ads, customer loyalty is probably taking a hit, as they run away from your brand confused and into the arms of your more stable competitor.

SEO matters more than ever
Writing content for online media needs to involve more than persuasive copy. The most effective copy would still fall short if it’s written without considering the most relevant keywords and search terms.

The right person for the job
All too often we hear about interns, juniors and admin staff writing copy for ads. Consider that by doing this you’re allowing untrained team members to build your brand, entice customers and influence tangible consumer experiences. It’s true that anyone can have a creatively brilliant idea, but it would be wise to let a copywriter help you maximise the opportunities from your ideas.

Tell your story with clarity and action
Take control of how your brand projects itself into the world and talk to us about crafting an authentic brand story and brand messages. From blogs and to print, social content planning and paid ads, we can help maximise your next opportunity.