So you have an eye-catching new logo, a smashing set of creatives and a page that’s ready to go. But wait, there’s something you might have neglected — your copy. Have you checked the copywriting? Are there misused words or bad sentence structuring? Are you absolutely sure what your copy says makes sense?
If you aren’t sure how to answer those questions, that is a problem.
That’s because you can have the most beautiful designs or the best campaign strategies, but if your writing is substandard, confusing or anything short of perfect, your audience might not want to stick around. Your copy, or content, should be clear enough to inform yet powerful enough to persuade. Think of it as a balancing act that does quite a bit of magic when done right.
What Is Copywriting?
Copywriting is the act of writing text for the purpose of advertising or other forms of marketing. Copywriting is creating content that seeks to raise brand awareness and to encourage an individual or community to take a specific action.
In today’s era where digital marketing is dominant, copywriting is everywhere. From advertisements, brochures and websites to social media posts, copywriting is any writing done with the aim of promoting a product or service. It is often used to persuade people to think a certain way about your brand, or product, and take action.
And although brands today largely deal in digital copies, the core principles of David Ogilvy’s (one of the most prolific copywriters in history) art remain the same: If you’re able to write copy that persuades, half the sale is made.
Who Is David Ogilvy?
David Mackenzie Ogilvy, British advertising icon known for his emphasis on creative copy and campaign themes, was the founder of what was once known as Ogilvy & Mather (renamed Ogilvy today).
If you aren’t yet prioritising copywriting, here are four reasons you should.
1. Copywriting Helps Build Brand Image
Brand image refers to how you want to portray your brand and your products to your audience. It influences the customer’s perception of your brand and reflects on their buying habits.
Great copywriters are able to understand the image that you’re trying to put forward, and work to create that image through their content. Content is important because it reflects brand image through tone, language and relatability. Content that is average might imply that your company is substandard!
The same holds true for copies that are rushed, mediocre or plagued with multiple technical flaws.
2. Copywriting Makes Digital Marketing Stand Out
This might come as a surprise to many, but copywriting in digital marketing isn’t simply about forming sentences and hoping they persuade your audience to make a purchase. It involves the clever (and careful) use of words to shape their emotions and build curiosity.
Great copies leave your audience wanting more (and your competitors in awe) and wondering how your brand or product can benefit them. The tone of voice used should unify your brand’s values, aspirations, problems and solutions. This stirs emotions and creates conversations that build brand perception. The tone used should also be consistent, whatever the platform. Last but not least, great copies are lasting because they are impactful.
3. Copywriting Supercharges SEO
One of the key factors used to rank websites is quality content. Unique and informative content helps you rank higher on search engines. Websites that rank highest have original, in-depth informative, education or entertaining content. Your website can quickly rank higher, and experience higher visitorship and click-through rates when you get your copywriting right.
Once you’ve got a great copy down, you can start to include keywords that are related to what your audience is searching for, and your brand.
4. Copywriting Improves the User Experience (UX)
UX focuses on understanding users — their demands, requirements, what are the things they value, their abilities and also their limitations.
When we translate that to copywriting, it involves improving the quality of the user’s interaction with your product. What you want is to create personalised content that is relatable and informative. Copywriting serves as guide to what they can do, show them how to do what they want to do, and help them find what they require.
While the ingredients of a solid copy may sound like rocket science to some, there are a ton of solutions out there. The Internet is your oyster, whether it’s a digital copywriter for hire or software that does half the job once you’ve got the idea down.
The videos above and below should help get you started if you want to try your hand at copywriting! Viel Glück!