What Copywriting is (and what it isn’t)
Many of the clients that we’ve worked with have recognised the need for promotional website copy and blogs. However, we’ve also worked on projects involving the writing of product descriptions, video scripts, and case studies.
Written promotions might also include:
Brochures
Product packaging/labels
White papers
Leaflets
Emails
As you can see, we offer a menu of services that your customers crave.
The Purposes of Copywriting
There are various reasons for investing in professionally written copy. However, the majority of companies that we work for are keen to build stronger customer connections and sell their products and/or services.
We’ve been asked to create pieces that show expert authority and inspire actions (from buying bamboo clothing to registering with recruitment businesses). Of course, we appreciate that you’ll have your own end goals in mind.
What Copywriting isn’t
We’ve attended all sorts of networking events and been met with different responses after telling people that we’re copywriters. Some have thought that we specialise in the legal protection of products (as in copyrighting). Others have asked us the purpose of literally copying written text (we had to resist the 🤦).
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 the writing of 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 we 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 we round each piece off with a clear and direct call to action, linking with the core benefit for the greatest motivation.
Pick the Creative Pear for Your Fresh Copy and Content
We hope that this blog has given you a clearer idea of what copywriting is and how it can benefit your business. With many years of experience between us, learn more about us so you’re ready to make the investment in professionally written copy. Reach out by calling 07340 218750 or alternatively, visit our ‘Contact’ page to take the first step.