Copywriting is to the eye what a salesperson is to the ear.
What does that mean?
That if you’re in business, you need to market your product or service in order to make sales and profit.
Copywriting marketing is the art and science of enticing, engaging, and persuading people to choose your product or service over all others. Copywriting, as I’ve mentioned before, is any piece of writing that is written for the sole purpose of encouraging someone to act – buy, inquire, sign up, etc. The catch all phrase describing this is a conversion – converting a passive on-looker to an actor.
Why is copywriting marketing so important for your business? Here’s why:
A Copywriter Establishes Brand and Consistency
Have you ever seen a shop with bright flashing lights and colourful signs only to be greeted by a drab, beige, and uninspiring interior? It’s jarring – because it’s inconsistent. A brand, as the great semanticist S.I. Hayakawa once said, is a symbol of reliability – that each can labelled “Coca Cola” for example will contain refreshing, sweet, bubbly cola. One example of the product is all examples of the product. If your message is inconsistent, wishy-washy, and devoid of intent, visitors will be turned off. People need to connect with your business, and that is your brand identity. Copywriters are integral to establishing that brand and consistency for your business.
Copywritten Content Is Good For SEO
It’s all about the SEO – Search Engine Optimisation. If no one can see your site when it comes up in search engine results pages, customers will pass you by. Producing engaging and informative content that search engines find worthy and persuades customers is difficult for someone who isn’t practiced. Copywriting marketing ensures you get the best shot at ranking higher for your business’ keywords and keyword phrases, so you gain more visitors and ultimately, more conversions.
Copywriting Maximises Your Market
Copywriters are unacknowledged psychologists – like all good authors – they need to understand your target market by stepping into their skin. Just like authors or scriptwriters flesh out ‘real’ characters with solid and identifiable motivations, copywriters speak to those “avatars” or segments of your market. They need to figure out what they need, what they want, what pain points you can solve, and what will drive them to your brand above all others. This might mean an expansion of your market – and finding niche or “blue ocean” or uncontested markets you may not have considered!
Copywriting is Strategic
One blog post in isolation is fine – but a comprehensive content strategy as part of your entire digital marketing helps your business grow. Ongoing storytelling with compelling content through multiple channels such as social media, blogs, video, and other interactive web elements increases rapport and builds community with your customers. Pre-emptive crisis communication can also help smooth out times when your business falls short of the mark. Copywriters are your friend to roll on the good times – but also ride out the bad.
Copywriting Allows You To Get On With Business
Not everyone is a copywriter – and it might take a couple of years before you can call yourself one, as I’ve said here – and that’s okay! I’m no accountant (I couldn’t think of anything worse to do, no offense to my accountant friends) so I get someone to help me with my books and tax because it’s not my core business. Outsourcing your copywriting marketing to an expert is an investment in your business’ sustained growth; so why not make the most of it?
Want the advantage of great and engaging copywriting marketing for your business? Contact me!