How copywriting can help your business

Copywriting is one of the most important elements of marketing communications.  Professional copywriter, Judith Stevenson, explains how great copy can significantly benefit your business. 

What exactly is copywriting?

Copywriting is the art of crafting persuasive and compelling words for advertising, marketing or promotional materials.  Effective copywriting can help strengthen brand identity, define unique selling points and communicate a mission.  Copywriters produce messaging that helps to set a brand apart from competitors and articulate the benefits it offers to customers.   

Copywriting can take various forms.  It can include text for advertisements in print, online or on broadcast media.  Website copy, product descriptions, email marketing, social media posts, direct mail and sales letters can all be produced by copywriters.  Content marketing such as articles, white papers, e-guides and blogs can also come under their remit.  A copywriter plays a vital role in shaping how a company presents itself to the outside world and to internal stakeholders.  Within an organisation, copywriting can help with employee communication, internal campaigns, training materials, intranet content and announcing management or leadership initiatives, to name just a few. 

Copywriting tips to benefit your business:

1. Know your audience

A good copywriter will use carefully selected, engaging words and write with the audience in mind.  Their goal is to attract, encourage and motivate people to empathise and respond – this applies in writing for both business-to-consumer and business-to-business markets.  Understanding the demographics, behaviours and customer pain points is important to guide tone of voice and language.  Copywriters ensure that the words they use will connect and resonate with the target audience.   

The more a copywriter has access to data and knowledge about the product and customer, the better.  Customer insights provide valuable information about preferences, purchasing patterns and interactions with the brand.  Keeping abreast of industry trends, market dynamics and competitor strategies ensures that the content a copywriter creates will be relevant, timely and address the needs and expectations of the target audience.

Copywriters will always endeavour to ensure that any statements made are correct but it is important for clients to verify and approve the accuracy of the claims before publishing.

2. Write a killer headline

Headlines are critical for your copy’s success.  Whether a headline is displayed on an advertisement, web page or even the subject line of an email – an effective one grabs attention.  Headlines are the first lines of copy customers read and they create an initial impression that is designed to encourage the reader to continue. 

A good headline will generate interest, set expectations, improve click-through rates, enhance search engine optimisation (SEO) and encourage social sharing, so it is worth spending time producing a title that is relevant, interesting and intriguing to your audience.

3. Keep it simple

Simplicity and clarity are paramount.  The best type of copy is quick to read and easy to absorb.  It’s best to avoid using long or overcomplicated words.  Keep sentences short.  Using plain language ensures that your message is accessible to a broader audience and makes it easier for readers to understand the key points.  Only use industry jargon if your customer is familiar with the terminology.

Clear language can also demonstrate transparency and honesty, which helps to build trust.  When readers can easily understand your message, they are more likely to perceive your brand, product or service as credible and reliable.

Straightforward information can help visitors or readers navigate your website or marketing materials.  A reader’s attention span is usually short.  People always want immediate answers.  According to the Forbes article ‘Top Website Statistics for 2024’, the average time spent by a website visitor on a single page is 54 seconds.  This is less than a minute of browsing.  Therefore, you will need to convey your message quickly and concisely. 

4. Communicate benefits, not features

Features are often confused with benefits.  Simply put, features are the specific capabilities or functionalities of a product.  Benefits describe the advantages, outcomes or results that customers will experience or gain from using the product or service.  By focusing on communicating benefits, copywriters can show how a product or service can improve a customer’s life, solve a problem or fulfil a need.  Using this approach resonates more with consumers and taps into the emotive and practical reasons people buy.

For example, if you were promoting a vacuum cleaner, instead of focusing on the features of powerful suction and versatile attachments, you might describe how the product will help with easy, quick and effortless cleaning.  The user will benefit from spending less time on chores with more time to enjoy themselves. 

Benefits-oriented copy helps simplify the decision-making process by clearly showing consumers what’s in it for them.

5. Optimise content for online media

Understanding the target media for your copy is crucial.  Online content needs to be optimised for search engines (SEO) to improve visibility and ranking.  The inclusion of keywords is therefore important.  Keywords are words and phrases customers Google when searching the web.  You will need to define your keywords and include them throughout your product’s online content.  The trick is not to overdo it - this is called keyword stuffing.  The practice of keyword stuffing can not only affect the content’s readability, it also violates Google spam policies which may result in your site ranking lower in results or not appearing in search results at all.

It is recommended to focus on the content first and add in relevant keywords and phrases naturally and strategically, so the content remains fluid and readable – remember you are communicating with real people.  In addition to the body text, use your primary keywords in the title or headline and don’t forget to include them in the sub-headings, which will also help with the structure and layout of your piece.

There are many useful keyword research tools online and Google offers a free version.  A good copywriter will know how to incorporate relevant keywords and phrases, meta titles and descriptions to optimise the text without compromising quality.

6. Include a powerful call to action

Copy should aim to attract, engage and guide the customer throughout the buyer journey.  Ideally, the journey end should be conversion.  A clear call to action (CTA) can help with this and is one of the most important elements of a persuasive sales message.  Any piece of advertising copy should include a CTA.  This is an instruction that encourages the audience to do something.  It is a simple, clear indication of how you want your reader, viewer or listener to respond. 

A CTA will help a business drive traffic, increase conversion rates, measure performance and generate leads for the sales and marketing team.  In an ideal world, a customer will be motivated by your copy to take a specific action such as clicking a link, calling a number, buying or subscribing, completing an enquiry form or downloading an e-book.  

Make your copy count!

Engaging, effective copy is needed to sell.  You may have an excellent product or service but if you don’t promote it with skill using the written word, you may find yourself at a disadvantage.  In a crowded market where products or services can be similar, compelling copy and a creative execution can help differentiate a brand.  It can also be an invaluable tool when making a first impression and if done well can convert a casual reader or browser into a loyal customer.

Well-crafted copy will set your company image apart from your competitors.  It should grab attention and spark enthusiasm.  Badly written copy will do the opposite.  Don’t allow your brand to suffer, invest in professional copywriting support at the earliest stage possible. 

Whatever your copywriting needs, The Niblett Whellams Partnership can work with you through every step of your campaign.  To find out how we can help, contact us today.

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