Copywriting feels like one of those buzzwords that people use interchangeably with other terms, never really being clear about what it means. If this has left you feeling confused about what it is and whether your business actually needs it, then read on…
Let’s start with the basics – what is copywriting, other than the practice of writing copy?
You might have heard the term “copy” used on Mad Men or any film that’s set in a newspaper’s office. Copy essentially refers to the written words you use to promote your brand to an audience, both online and offline. And a copywriter is the person who creates those words.
So, by this definition, copywriting might include the content on your website’s homepage, blog articles, social media posts, product descriptions, online display ads, newspaper ads, email newsletters, printed newsletters, and more. Whatever the medium, the job of the copywriter is to write copy that the audience will read.
Simply put, yes. Your business needs copywriting.
Without it, it will be difficult to get the word out about your brand, what you stand for, and what solution you offer. It wouldn’t be impossible – businesses relied on word of mouth long before marketing as we know it today developed – but it would be extremely difficult.
Here are just a few of the ways quality copy helps your business.
On a basic level, copywriting shows people that your business is there and that it’s still ticking. Finding a website or social media profile that hasn’t been touched in years would make you question whether that company is still in business. When someone finds a website with up-to-date copy, they see that there’s a presence behind that business.
Good copy highlights the fears, needs, and pain-points of the audience. It then presents a particular product or service as the perfect solution to those pain-points. Copywriting focuses on the benefits offered by your product or service, not just its features, to convince the target audience to buy from you.
Copywriting is also a great opportunity to improve your search engine optimisation. Incorporating keywords into the content and writing Google-friendly copy improves your chances of appearing on page 1 of Google for your intended keywords. This improves your chances of being seen online by your target audience.
Good copy develops trust between the brand and its audience. It’s not all about “BUY IT NOW”. It aims to help the reader and address their concerns. Sure, your call-to-action copy is just as important as your series of e-newsletters. But it is the combination of copy that builds that relationship with your audience so that they trust you enough to buy from you.
When it comes to copywriting for your business, you have three main options:
Each option has its own advantages and limitations, so it comes down to which is right for your business. This depends on whether you have the time and skills to do it yourself or the budget to hire a new employee. Outsourcing is a flexible option that allows you to pay for professional copywriting services as and when you need them. This gives you more control over your budget.
If you’re interested in outsourcing your company’s copywriting, get in touch to find out how Vitty can support you.