Why Good Copywriting Matters
Having awesome copy is one of the fastest ways to attract more customers, yet so many companies struggle to develop good content. Perhaps it's because they are too close to their brand baby or just too submerged in their never-ending to-do list. But if you want your brand to really talk to your audience, you're going to need to do it strategically and, most importantly, use good copywriting.
It might actually surprise you what you can achieve with a few simple tweaks to your copy. And we're not just talking within an online ad or sponsored social media post, we're talking about ALL the written content you use to promote your brand, including newsletters, emails, ads, flyers, brochures, website, articles, blog posts etc. It's true a cool logo and funky design will get you some attention, but when you pair it with smart copy, you'll start to capture your audiences' hearts and minds.
The ability to find the exact words to tell your company's story isn't an easy feat, and it's even harder to do so consistently, but here are six reasons why you should start investing more time and resources into your written content. Good copywriting:
1. Gives Your Brand a Voice
Every brand has a personality [or should do at least] and it's creative copywriting that provides your company with its distinct voice: the language, style and tone that matches your philosophy, product, and even your branding; its unique character that shines through every video, commercial, tagline or tweet. You get this right when you clearly know your audience, publishing information that both entertains and educates your readers, and stays consistent across all assets.
2. Shines a Spotlight
Even if you have a decent-sized audience, you still need to convert them, day in and day out. And compelling copy can help you do that. Not many brands are brave enough to use humour or unconventional copy [although these tend to have the biggest impact], but by appealing to people's emotions, you become more engaging and memorable. Copy written in a way that mirrors what your audience is thinking catches their attention, initiates conversation, encourages engagement and increases social sharing.
3. Makes You Relatable
Copy that's simple and casual always outperforms boring and complicated. By simply sounding more like a human, your business quickly becomes more authentic and personable. That's why marketers have started to mine through their products' comment boxes, customer reviews and FAQs for language that they can use in their copy. You can gain a lot of knowledge by listening to what your audience has to say – and a smart content marketing programme always incorporates customer feedback.
4. Builds Trust and Relationships
When you create useful, interesting and valuable content, your audience learns that they can trust you. Great copywriting has always had a way of making people feel understood. It allows your customer to get a true sense of your brand's vibe – almost what it would be like to work, travel, live or date you. And when you demonstrate that you know your topic, and stay authentic in the way that you tell it, the value of your product offering sells itself.
5. Bad Copy Means Bad Business
If consistently good copy builds trust, then what do you suppose weak content does? You know that adage 'everything is your brand'? Well, your words are a reflection of your brand and sometimes even the first impression. If you're strategic with what content you're using to engage your customer base, you stop telling them your product is good and start showing them. Storytelling is one of the best strategies to do this as it provides instant visualisation of your products or services' benefits condensed into a memorable story.
6. Increases Sales
Quality content converts prospects into buyers. No matter how big your billboard, or how much money you put behind your advertising, if your copy isn't compelling your efforts are likely falling flat. If you can incorporate humour whilst still being helpful, provide education that's fascinating and sell to people without them knowing they're being sold to, you’re going to be more successful at getting people to try your product or service and build a loyal customer base.
