Effective marketing is a combination of creative ideas, eye-catching design and compelling words.
The text on your website, the wording in your company brochure and the messages you post on social media say as much about your business as your logo and the behaviour of your staff.
Your company’s brand identity and reputation is based on how customers and potential customers feel when they come into contact with your business.
Choose your words carefully
In today’s “instant” world, you only have a few seconds to grab people’s attention and persuade them to find out more about your business.
Eye-catching design is your first hook and the words you use will determine whether people carry on reading or disappear to a competitor’s website.
The content on your website and in your printed marketing materials needs to connect quickly with your reader and pique their interest enough for them to carry on reading.
Put yourself in your customer’s shoes
What questions do customers ask you most often?
These are the issues you should be writing about in all your marketing, whether it’s online or in print.
You’re trying to convince potential customers that you understand their problems and that your company has the solution.
It’s not all about you!
Customers need to have confidence in your ability to provide the product or services they’re looking for but, just shouting about how good you are will not convince them.
It’s far more powerful to explain how your products and services will help potential customers in a way that makes them feel understood and reassured.
Map out your customer’s journey
Think about your ideal customer and how you satisfy their needs.
Do this for every product and service you sell and concentrate on the areas where your company does more, offers more or does better than your competition.
These key differentiators are what you should be writing about.
KISS – Keep it short and simple
However technical your business may be, most of your customers will not want or need to know the minutiae of what you do.
Focus on “What’s the problem?” and “Here’s our solution.”
If you can sum this up in one sentence – fantastic! You’ve just increased your chances of engaging with a potential customer.
If you take four pages to explain what you do and why people should use you, your web statistics will probably show very few people make it to the end of your diatribe.
Is it time to call in the professionals?
We know you’re an expert in what you do, but that doesn’t necessarily make you a great writer.
We can’t all be good at everything – it’s knowing when to recruit help that is often the difference between a successful and a failed business.
How can a professional copywriter help your business?
Good writers are few and far between.
There’s a difference between being a great salesperson for your business and being able to “sell” your business in writing.
A professional copywriter will turn your ideas, product descriptions and testimonials into bright, fresh copy that people enjoy reading.
Copywriters with a journalistic background are well-skilled in writing short, snappy content that engages readers.
Beware of anyone who uses long words for the sake of it and any writers who can’t adapt their writing style to match your customer’s preferences.
How much do copywriters charge?
Most professional copywriters will quote on a job by job basis.
The price will be based on their hourly rate, which in turn is based on their experience, quality and reputation.
Some copywriters charge on the number of words they write but this approach doesn’t always encourage them to keep it short and simple!
If you’re thinking of using a professional copywriter for the first time, there may be a bit of trial and error involved to find someone who fully understands your company’s values and tone of voice.
Talk to a few copywriters and ask to see examples of their work and testimonials – if possible, talk to some of their previous clients yourself.
Brandabble is a small, friendly marketing company based in West Sussex.
We specialise in helping small to medium-sized business to punch above their weight with beautifully-designed websites, creative marketing ideas and professional copywriting that grabs attention.
If you’d like to hear how Brandabble can give your business the voice and look it needs to win new business, contact us today.
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