Why Good Copywriting Is Your Brand's Secret SuperpowerAug 31, 2021
Copywriting - the process of coming up with creative content - is becoming more popular in the business world. Companies are finally recognizing that if they want to push prospects through the conversion funnel, they have to develop powerful copy.
Finding good copywriters, though, can sometimes be challenging and it most definitely can get expensive. Good copywriting, though, can bring all kinds of benefits to your company. If you can source a team of talented writers, they will find ways to communicate with your customers that simply wasn’t possible before.
Investing in good copywriting can literally make all the difference to your growth and income for your business. If you're not investing in good copywriting yet, here are eight reasons why now is the time to start!
1. It Lets You Explain Your Brand
Marketers often say that customers buy “stories, not products,” according to medium.com. And there’s a lot of truth in that statement. Many people do buy narratives.
But getting your corporate messages across in short segments, though, is notoriously challenging. A small minority of companies managed it in the past. But most didn’t.
Copywriting, however, provides you with a way of communicating with customers in greater depth. You no longer have to condense everything into a few soundbites. Instead, you can really explain what it is that you’re about and what you would like to achieve.
Remember, if your brand is on a mission, you can talk about that with customers and use it to draw them in. The more people who learn about what you’re doing, the more likely they are to want to continue buying from you in the future.
Today, companies rely almost wholly on content to communicate critical brand information. Without it, they wouldn’t be able to differentiate themselves from the competition.
2. It Lets You Speak In Customers’ Language
Brands can sometimes feel they are speaking to their own needs versus the needs of their customer. Their marketing messages can become “out of touch” and won't appeal to the common person. But with good copy, you can address this issue. Skilled copywriters will actually use the same vocabulary as your target audience instinctively, helping to bridge the gap. The more you can communicate with them on their level, the more they will trust you. And the more they trust you, the more products and services you can sell.
You want to make yourself appear as though you are “one of them.” Brands do this all the time to generate an affinity with their audience. Everyone feels as though they are on the same page. Their values align.
3. It Allows You To Communicate Effectively Online
Communication is the key to a successful business, according to WebX360.com. But why?
It has to do with customers’ desire for brands to hear them. They want companies to address their concerns openly and honestly. When they feel like you are listening to them, it automatically puts them at ease. They know that you are trying to achieve the same things that they are.
Engaging with customers in a creative way also keeps them coming back for more. Often customers actually look forward to the next installment in your company story, provoking them to constantly re-engage with what you’re doing.
Take the cycling component brand ENVE, for instance. The outfit makes some of the priciest components in the world - particularly its wheels. But it also regularly keeps customers updated with what it’s doing and how it is improving its technology all the time. For those interested in getting the best ride, this type of content (usually delivered via email) is compelling. It keeps them in the brand’s orbit and reminds them that they shouldn’t look elsewhere for their purchases.
4. It Create More Emotion
Businesses don’t sell products, they sell feelings. Ultimately, the only reason anybody buys anything is because they believe that it will improve their inner lives. Going to a fast food restaurant, for instance, is all about the taste sensations and how they light up the brain. It has nothing to do with nutrition.
But how do you create emotion? Well, there are all sorts of ways of doing it. But writing great content is one of the best.
You don’t have to write a long essay explaining why your company is the best. Instead, you can use short (but clever) snippets to draw in people and evoke positive emotions. Emotional targets could include joy, peace, motivation, laughter and lust.
When writing, make sure that whatever you create is free from grammatical errors and punctuation mistakes. Even if you have the best ideas in the world, you need to express them correctly, otherwise people will leave.
If you’re not a natural writer, no problem - just approach one of the countless copywriters and agencies out there to support you. You’ll find that quality writers will naturally get your sentiments across in just a few concise sentences.
5. It Lets You Deliver Consistent Value
There is a big difference between good copywriting and bad copywriting. Good copywriting almost melts into the background and you don’t feel like it is an effort to read it. Bad copywriting is the reverse. It’s hard to read and sentences go by without you feeling like you’re getting any real value.
Writing great copy means making every word count. Avoid padding out sentences with extra fluff and simply get straight to the point. Don’t use filler words. Keep sentences as short as you can to make them more readable.
If the content has a headline, make it intriguing in some way. Grab your audience’s attention by making your content useful, unique, urgent and specific.
Try to avoid speaking down to your audience. Never adopt a condescending tone. Instead, work on ways to use your content to build people up and get them excited about what you’re doing.
Avoid trying to make your copy too smart. Instead, just use words that sell. You’re not writing an essay for university professors - you’re communicating with regular people who want to be able to understand you simply.
6. It Improves Your Sales
The main goal of effective copywriting is to boost your sales. You want to capture people’s attention and then funnel them to your products and services.
Why does good copywriting improve sales?
Well, for one, it helps improve your SEO. When you have good copy, Google and other search engines are more likely to promote your site in website rankings. They see that you have rich content on a particular topic, and so they have an incentive to send their users to your site.
However, copywriting increases sales for many other reasons too. For instance, it allows you to spell out precisely what benefits your products and services offer in a way that you can’t in regular marketing. You have space to make more nuanced points.
Content provides customers with reasons they should act. A client is much more likely to buy from you if you provide them with reasons why they can’t delay their purchase.
It also allows you to speak directly to your target audience, as we discussed above. You’re able to communicate on their level, providing them with the kind of information that is going to benefit them the most.
7. It Grabs Attention
Today’s brands operate in a crowded marketplace. Every year, people set up around half a million new businesses in addition to the millions already out there. So getting noticed by customers is a perennial challenge. There are so many distractions.
Good copywriting, however, is your secret weapon. If you know the right words to say, you can quickly capture customers and get them moving down your sales funnels.
Often, the trick is something incredibly simple, like a pertinent question. You want to create verbal hooks that make customers think to themselves “ahah, that’s just what I was looking for.”
Usually, you can do this by exploring customers’ pain points. Find obstacles in the buying cycle that are preventing them from making a purchase and then address them succinctly. It could be something as simple as “free shipping.”
8. It Provides Answers
Customers often have a lot of questions about your brand. They want to know what it stands for, how it operates, and what they need to do to make the most of it.
Many companies, therefore, include an extended FAQ section on their website. This page is an opportunity to tell customers how to make best use of your products and anything else that they need to know. You can also use it to offer practical advice.
Writing great content offers all sorts of benefits for your brand. It’s a way for you to engage with customers more deeply than you can through traditional marketing.
Content is also a wonderful way to deepen your relationship with your audience. You often find that you can explain yourself better and more passionately when you write it all down in a way that your audience can consume.
Over time, great copywriting creates attachment and loyalty. Customers don’t need to look anywhere else because they assume that you’re the best.
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