What Copywriting is (and what it isn’t)
While many of my clients request promotional web copy and blogs, I’m also happy to lend a hand in the writing of product descriptions, video scripts, and case studies.
Other copywriting choices include:
Brochures
Product packaging/labels
White papers
Leaflets
Emails
The Purposes of Copywriting
There are various reasons for investing in professionally written copy. However, the majority of companies that I work for are keen to build stronger customer connections and sell their products and/or services.
I’ve been asked to create pieces that show expert authority and inspire action (whether that’s in the buying of factory technologies or registration for recruitment services). Of course, I appreciate that you’ll have your own end goals in mind.
What Copywriting isn’t
I’ve attended all sorts of networking events and have been met with different responses after telling people I’m a pro copywriter. Some have thought that means I specialise in the legal protection of products (as in copyrighting). Others have asked the purpose of literally copying written text.
Key Elements of Copywriting
Audience Focus
Just like other forms of content, copywriting works best when it’s focused on the interests and character traits of the readers. That’s why so many companies spend time creating audience profiles - focusing on the pain points (problems) and desires of those expected to take the most interest in their products and services. The best copywriters hone in on such details, creating texts that are impactful and easy to understand.
Features and Benefits
Marketing texts should include a mixture of features and benefits, focused on the interests and motivations of the target audience. Efforts must be taken to drill down on the benefits most likely to resonate, repeatedly asking the question of ‘so what?’ in relation to the prospective customer. The text should also emphasise what sets the product or service apart.
Supporting Evidence
It’s all very well including impressive claims in your promotional texts. However, they must be backed up by solid evidence if they’re to be believed by the readers. It’s for this reason that I regularly recommend the inclusion of customer testimonials and case study links.
Calls to Action
It’s important that the reader comes to the end of your written promotion with a clear idea of what to do next. That’s why I round each piece off with a clear and direct call to action, linking with the core benefit for the greatest motivation.
Make Your Impact
Hopefully, this blog has given you a clearer idea of what copywriting is and how it can benefit your business. With many years of experience, I can answer any questions and produce the kinds of standout content that your business deserves.
Go ahead and book your free copy chat on the Contact page!