I realize this headline might come off as a bit controversial. There is so much that goes into branding, how can copywriting be the key to success? I’ll tell you why. Without a message, you have no brand at all. If you aren’t able to write down your message and define it, then you aren’t able to get across who your company is and what you offer.
When most businesses brand, they focus on the logo, color scheme, and tagline. I argue that a well-crafted brand is all of the above plus a website and the marketing materials that go along with it, which is where the copywrting comes into play.
A great copywriter should be able to sit down with you and ask a few simple questions about your business, take those answers and craft your message. From there, you will understand your business’s characteristics.
When I am helping to define a company’s branding message for a website or marketing materials, I ask seven important questions. I’ll share my favorite two with you:
1. What sets you apart?
2. Who is your ideal customer?
Many businesses are surprised they don’t know the answers off the top of their heads. They seem like such simple questions, but often it can be like trying to define a word that you know what it means but can’t figure out how to describe it to others. You might know the definition, but if nobody else does, what good does that do you?
When a copywriter is asked to write copy to help build a brand, here are some of the materials this may include:
1. A clear and concise few sentences or paragraph
2. Tagline or slogan
3. Product description
6. Company profiles
7. Many, many, many more
In all of the copy, the brand’s message needs to be reinforced again and again. For example, if after answering the questions and defining the message, it turns out the core concept of your doggy grooming business is offering incredible customer service and only organic products, this needs to be said again and again in the copy. Every part of the copy needs to address customer service and organic. From the CEO’s profile to the tag line that goes on the business cards.
Creating great brand identity is not just in the design, but the really important parts lie in the words that accompany the design.
Do you agree or disagree with my assertion that copy is more important than design? I’d love to know your thoughts.
Hiring a professional copywriter means you will have more time and energy, and you’ll make more money. Not a bad deal, is it?
Most businesses don’t realize the importance of strong writing. Nor do they understand how a copywriter makes the difficult job of selling a product or service easier. Or how using a copywriter frees up time and energy for other aspects of the business. In case you are one of those people, I am going to use this post to explain why hiring a copywriter could be the best decision you will ever make. I will go so far to even suggest it can be the difference between success and failure.
Quite simply, we write copy. Copy for a website, brochure, blog post, or promotional material you’ve never even thought of. Thanks to the Internet and social media, there is a bigger demand for quality writing than ever before. Additionally, copywriters are experiencing greater freedom making them (and me) even more effective. Hiring a copywriter can take an ad campaign or website from plain to successful.
The reason we are able to achieve so much just with words is because we understand them and know how to use them to our advantage. Every word that goes into a project is given careful consideration. Creating that all important hook in a promotional piece or writing the tone of a website is both a skill and an art form that copywriters excel at. In my own process, I experiment with the important words, the ones that do the selling, to see what word best fits with what I am trying to accomplish. My goal is always to drive traffic to my clients’ businesses.
Many businesses choose to hire a freelance copywriter rather than have one in-house. The reason? Most freelance copywriters, myself included, are used to working with short deadlines (sometimes only a few hours) and stressful situations, while still being able to deliver effective and hopefully brilliant copy.
Additionally, what may take the non-professional writer four hours to complete, I can have done in around one hour, most likely with better results. In the business world time is money, and paying a copywriter opens up many hours to accomplish tasks other than writing brochure copy or proofreading a press release.
There are two answers to this question. The first is you can and should expect to receive copy that engages current and potential customers, sells your products or services and positions you as a professional.
The second answer is less about the copy and more about your business. You can and should expect to spend less time writing, editing, proofreading, and researching marketing materials for your company. That is now the job of a copywriter.
You can also expect to make more money. Good copywriting will drive sales by explaining to potential customers why they need you, and getting at their deepest emotions.
Paying someone to write may seem like an unneeded expense when you know how to write perfectly well. In addition to making more money and having more time, which I’ve already covered, there is a third reason why hiring a professional copywriter is worth the investment. You’re too close to your business.
Having an objective opinion can help you see your business in different ways. A copywriter can come in and really see what is working and not working in your business, take that information, and craft marketing materials that contain effective messaging.
Think about all the expenses of your business. What do they accomplish in the end? Is it clear and effective communication with your current and potential customers? If not, what can be more important than that?
Hiring a professional copywriter is a business decision that will change almost every aspect of your business for the better.
The only question left to ask is how can you not afford to hire a copywriter?