This article was updated 03/29/2024
โNobody reads ads. People read what interests them. Sometimes itโs an ad.โ
Why is copywriting important? The late Howard Gossage, a Mad Men-era iconoclast renowned in certain corners of the advertising industry as โThe Socrates of San Francisco,โ once shared this pearl of wisdom over 50 years ago about the importance of good copywriting.
Heโs still right.
Letโs face it: Why would we make time to read something that doesnโt remotely interest us? Every day, from our first sip of coffee to when we finally turn off the lights, weโre bombarded by information and messaging from brands. These brands vary widely, from car insurance to soft drinks, and even political campaigns. Every. Single. Day. This constant influx can be overwhelming, and our reliance on smartphones only adds to this issue.
With the oversaturation of brand messaging in todayโs media landscape, how can a company cut through all the clutter and noise to reach their target customers?
There are many valid answers to how a company cuts through this clutter: respecting your target market, understanding their needs, and leveraging powerful design. However, the most crucial element is clear, concise, and effective copywriting.
But letโs back up a little bit for a moment.
Table of Contents
What is Copywriting?
Copywriting is the art and science of strategically crafting and publishing targeted, reader-focused words (or โcopyโ) that compel people to take some form of action.
Copywriters create everything from billboards and TV spots to websites, social media posts, and product descriptions. What really distinguishes copywriting from other forms of writing, however, is the last line of its aforementioned definition: it compels people to take some form of action
Copywriting Research
Professional copywriters research your organization’s identity. This deep dive ensures a comprehensive understanding of your brand, enabling effective connection with your intended audience.
Research May include everything from etymology, synonyms, and symbolism to researching your market.
Create catchy headlines and taglines to be used throughout your marketing portfolio.
Difference Between Copywriting and Content Writing
Despite their similarities, copywriting and content writing are strikingly different. Marketing copywriting aims to attract audiences to a brand, while sales copywriting focuses on converting that interest into actual sales. Letโs take a closer look at how theyโre constructed and what theyโre intended for. This is not to say a professional copywriter canโt be proficient at both types of writing.
Why is Copywriting important: Words Sell Things
Thatโs basically the main idea behind copywriting. Quality copywriting is fundamental in creating a cohesive brand message and significantly impacts customer engagement and perception. Directly influencing consumers to take action and make a purchase is the goal of any copywriting, regardless of the medium (products, services, events, ideas, or brand impression). The tone of copywriting is typically more straightforward and convincing. It may try to get people to do something by appealing to their emotions, creating a sense of urgency, or using language focused on the benefits.
Boosts Search Engine Optimization (SEO)
Good copywriting serves as a powerful tool for enhancing your companyโs search engine optimization (SEO) and improving rankings. By strategically using relevant keywords and phrases, copywriters can help your website appear prominently in search results. This increased visibility allows more potential customers to discover your products or services online.
Not only does effective copywriting drive traffic quantity, but it also improves its quality, resulting in higher conversion rates and increased sales. Additionally, well-crafted copy establishes your company as an industry authority, increasing the likelihood of being favored by search engines. In essence, good copywriting is fundamental to successful SEO efforts, enhancing visibility and credibility.
Increases Conversions and Sales
In the competitive landscape of modern business, effective copywriting can differentiate your company. Clear, concise, and compelling messaging is vital for educating customers about your offerings and showcasing your unique value proposition.
By addressing the specific needs and pain points of your target audience, effective copywriting positions your company as the best choice for their requirements. This customized approach not only resonates with potential customers but also encourages them to make a purchase. In short, good copywriting is a vital part of your marketing strategy, influencing conversions and sales through meaningful engagement.
Content Writing Offers Insightful Thoughts
Content, on the other hand, is writing that offers value to the reader/consumer โ in the form of information, entertainment, news, etc. โ without a direct call to action (CTA) or strategy to drive profitability. Articles, blog entries, and social media updates all fall under this category.
Effective copywriting in marketing materials, such as advertisements and brochures, can inform customers and encourage them to choose your products over competitors’.
The tone of content writing can range from conversational to engaging, depending on the subject matter and intended readers. The main goal is to captivate the audience by offering helpful advice, entertaining stories, or insightful thoughts.
Content writing can help SEO and create brand awareness, especially if you create original content within your area of expertise. Think of content writing as a honey trap. You have what people are searching for; boom, they are on your website or social feed. Youโve made an impression and hopefully a conversion.
Why Copywriting is Important
Weโve previously written on this site about the importance of branding your company, but the crucial role that copy plays throughout the process cannot be understated.
Think about the last time you visited a relatively high-end-looking website โ one with an aesthetically pleasing design, an intuitive layout, good use of color, and easy navigation. All of the vital components were there, with one glaring hangnail of an exception: weak website copywriting. Whether it was feature-dumping writing, sloppy typos, or used-car-salesman-caliber CTAs, something felt โoffโ about the copy that created a disconnect, possibly on a subconscious level, which ultimately brought your website visit to an abrupt end.
Thousands of companies make the mistake of treating copy as an afterthought, merely a cluster of words hastily strung together to tell people what their businesses are about. What this unenlightened bunch has yet to realize is words have power.
Good copywriting not only reflects your companyโs core values, but it also speaks directly to your target audience and creates a lasting impact on them, steering them toward connecting with your brand and engaging in the action you want them to take.
Defining your brand voice โ your companyโs communication style โ begins with one question: How do you want consumers to perceive your brand? You communicate uniquely with friends, family, and colleagues, and your brand voice should reflect that, tailored for your target audience.
Your brand voice can embody various styles, whether authoritative, playful, or passionate, as long as it aligns with your companyโs values and persona.
Following this concept can be a somewhat tricky balancing act, but when deftly executed, it can yield far more positive returns to your business. For small business owners, quality copywriting is fundamental in crafting relatable and informative content that resonates with their target audiences.
While itโs certainly important to tell your target audience about your companyโs history, values, achievements, and accolades, itโs crucial that youโre consistently keeping their needs and interests at the forefront of your focus. Remember that quote from our olโ pal Howard Gossage near the top of this page? โPeople read what interests them.โ
And itโs your job to find out what those interests and needs are because thatโs what every copywriting strategy needs to consider. Copywriting is less about your company or any other company, really; itโs more centered on your target audienceโs perception of your brand. What can you do, specifically, to meet their needs and desires, making their lives a little easier in the process?
Define your brand voice
Defining your brand voice โ your companyโs overall style of communication โ boils down to asking yourself one question: How do you want consumers to perceive your brand?
Thereโs a specific way you personally communicate with your friends, loved ones, colleagues, and other acquaintances, right? Your brand voice works exactly the same way, except itโs carefully designed for and directed toward your target audience. It can have any style โ be it authoritative, playful, quirky, or passionate โ as long as it feels true to your companyโs value and overall persona.
Quality website copy is crucial for effective communication, ensuring that your brand’s message is clear and engaging to your audience.
Consumers tend to invest more in brands that they feel a deeply human connection with, not companies that come across as inconsistent or insincere in their copy. Establishing a relatable, honest tone that speaks directly to your customers is the gateway to creating a successful brand voice โ and consistency is paramount.
Itโs less about what you say โ itโs how you say it.
Key Elements of Good Copywriting
Good copywriting is built on several key elements that work together to create compelling and effective messages. First and foremost, the message must be clear and concise, ensuring that the audience quickly grasps the main points. A compelling headline is crucial for grabbing attention and enticing readers to continue. A strong call-to-action (CTA) is essential for guiding the audience towards the desired action, whether itโs making a purchase, signing up for a newsletter, or contacting your company. Understanding the target audience is also vital, as it allows the copy to speak directly to their needs and interests. Additionally, effective copywriting must be optimized for search engines, incorporating relevant keywords and phrases to improve visibility. Finally, the copy should be engaging and persuasive, with a tone that resonates with the audience and drives conversions. These elements combined create a powerful and effective marketing copy.
Bringing it All Home
Every line of copy in your brand messaging and every sentence on your website or campaign headline have to serve a purpose in order to impact your readers. You have one shot at creating a desired impression. Make sure your copy is clear, purposeful, insightful, and persuasive.
Within the confines of Mighty Fine’s Ybor City headquarters, we consistently craft robust, strategic copy for clients seeking to not only stand out in today’s media landscape but also forge an emotional connection with their customers, leading to increased sales. When you’re ready to take your brand messaging to the next level, we’re here to help.
