What is Copywriting?
Copywriting is the art of writing text – or copy – for marketing purposes. Usually a writer is hired to write blogs, advertisements, articles, or even Tweets and Facebook posts to help sell a brand. Copywriters need to know the nature of their client’s business, and have an understanding of the company’s philosophies and goals. The clearer the picture a copywriter has of the brand, the more likely they are to write a successful copy that delivers the message the company wants out in the world.
Know Your Brand
When starting a business, it is important to know exactly who you are targeting as your audience as well as what you want to sell. Once those two things are answered, you should also keep in mind a philosophy that should drive all decisions for your brand. This will help your voice come through clearly in everything you put out into the market. Revisit these principles regularly to ensure that you are clear on what your company does and who your audience is.
For example, Starbucks’ mission statement helps the company imbue everything they do with the same philosophy: “To inspire and nurture the human spirit — one person, one cup and one neighborhood at a time.” It is easy to see how this message is translated into Starbucks’ coffee shops around the world; it is core to everything they do as a company.
Understanding your brand’s core values, and communicating it to your employees, will help your writers deliver good, consistent copy with clear messaging.
Have a hook. Whether you’re writing a blog or a Tweet, you need something to get the reader’s attention. It can be a catchy headline or even a picture.
Make it relevant. Whatever you are trying to sell, make sure what you are writing is relevant to your target audience. Take note of this blog: Is it relevant to what we do at Vess Consulting? Is it relevant to you, the reader?
Make it accessible. Keep the language accessible for all audiences. Most Americans read at about a 7th-8th grade level. There is no need to use too much technical jargon, unless your business specifically caters to a niche audience.
Chunk your text. Don’t write blogs with a wall of text. Make sure you have sections to make it easier to read. This also helps readers find which parts of the blog have the most relevant information. Did you skip to this checklist first, for example?
Edit your copy! No matter what message you want to send, it will not impress your audience if there are grammatical errors and typos. Even if you feel you are a savvy writer, it helps to have someone else proofread your copy before publishing it.
Whatever you are writing, remember to keep the brand philosophy in mind. Know your company, and know your audience. Write honestly with these things in mind, and you will write successful copy that will enrich your brand and reach more clients.