Thursday November 8, 2018
In this increasingly digital age, it is important to never forget the importance that copy plays in helping you to market your company. Sure, multimedia is important, and video is becoming an ever more popular tool for marketing across numerous channels. However, this does not mean that the days of skilled and talented copywriters are coming to an end. Instead, the value they bring to your company is almost impossible to place a value on.
If you’re looking to place an exact value on good copy, you first need to understand why it is so crucial. Therefore, it is good to look at the specific benefits that good copy can bring to your brand. Here are the top 4 reasons we have discovered over the years.
When somebody reads something relating to your brand, you only have a set period of time with which to convince them of the need to buy from you. This is where good copy really comes into its own. It has the ability to immediately translate the desired message and to hook the reader.
Essentially bridging the gap between them and your brand. Especially if what you are selling is something that is rather technical or complex. It is the copywriter’s job to translate only what is necessary and to ensure that the reader learns everything they need to there and then.
You’ve likely heard the old adage “a picture paints a thousand words” repeated time and time again throughout your life. And yes, it’s true. Imagery and video content are also incredibly important in helping to market your brand and make you stand out.
However, it is good old fashioned written copy that holds everything together. Imagery is not enough on its own. Instead, it is something that supports the argument and messages laid out on your site. Great copy is used in such a way as to bring your entire marketing message together.
Nowadays, if you wish to succeed online, you need to be using every marketing channel at your disposal. And writing SEO-friendly copy is one crucial way in which you can still get ahead, as far too few companies are investing in the benefits of search engine marketing.
Largely because writing well-optimised copy that search engines love is a tricky task all on its own. But there are plenty of companies that use only SEO marketing and have zero advertising spend elsewhere. Instead, they generate hundreds or thousands of free, well-targeted visitors a day to their brand.
Truly good copy should hook the reader and get them invested in your brand. They will understand not only “what” you sell, but also “why” you sell it. In turn, they become interested in, not only buying one from you once, but time and time again.
That is the power of good copy. To sell people, not just your products, but also you, your team and the brand behind the product. Great copy will also keep them hooked as they read more and more of your marketing material over time prior to making each new purchase.
To ascertain full value from your copy, you need to ensure it meets all of the following criteria:
For example, somebody purchasing a new computer would want you to delve deeply into the finer points regarding the machines technical specifications and capabilities and would expect longer prose. Whereas someone purchasing a new toaster would need something far less complex, but which highlighted the crucial few selling points about each different machine.
With so much value being placed on great copy, it is easy to feel overwhelmed with the need to develop all of it in-house. Of course, if your company is big enough and you produce all kinds of marketing material, then this could be the best course of action. A talented team of copywriters could then familiarise themselves with your brand and write for you across all platforms.
However, if you are a smaller company without the budget for such ongoing expenses, then outsourcing your copywriting needs is likely the best course of action. Here at Socially Grown, we do exactly that, for companies of all shapes and size across the UK. Our handpicked copywriting team has the ability to write great quality copy for all marketing purposes.
This includes all old-fashioned print marketing material, such as brochures and leaflets. As well as all digital copy, such as eCommerce product descriptions, website landing pages and SEO-friendly blog posts. We are always looking for new companies to help support and grow and would love the chance to hear from you and to bring the true value of good copy to your brand.