A-Z of Marketing: Copywriting

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There is nothing more likely to put off your customers than badly written copy, whether it’s on your website, in an email, or as part of an advertisement. Badly written copy gives the impression that the business simply isn’t interested in the finer details.

Unfortunately, as important as well written copy is, many businesses don’t feel that it warrants investment. Many write their copy themselves and don’t consider hiring a professional copywriter to do the job. This is a mistake we see made by businesses of all sizes, from freelancers to multi-million pound corporations. Everyone thinks that writing copy is easy, we all like to think of ourselves as writers and to a certain extent we are, but when it comes to writing copy for your business there are a few fundamental points that you should take into account before you attempt to produce copy yourself:

It’s not all about the words – producing copy and content that people will respond to is a skill, some may even say it’s an art. When we say it’s not all about the words, we are talking about the need to take into account the structure of your copy, the tone of voice used, and the ability to craft a persuasive call to action to ensure that you get your audience to respond in the right way.

The structure dictates how the reader progresses through the information you are providing them with. Starting the copy on your website page, in your brochure, or email the wrong way can mean that the reader never even gets beyond the first line, let alone clicks on the Buy Now button. If they do read on, you have to present the information you want them to see in the right way and order, leading them gently through and increasing the chances of engagement with your company, purchase of your product, etc…

Similarly, the tone of voice that you use has to be right for the audience you are speaking to. Use slang, acronyms, or language in the wrong way and you could lose your reader.

You need a plan – it’s not uncommon to think that to write effective copy you simply sit down and start bashing away at the keyboard. However, the best content is planned content, in the same way that Graphic Designers have to spend time thinking about and planning how they are going to design a new company website, you need to know what you are going to write about and how. Even sitting down and listing the key points you want to make, and the most effective order you can make them in, will put the finished piece ahead of much of the copy out there.

An English Tutor who has not spotted an error!Proofreading is vital – we often see copy on websites, in adverts and emails, even in glossy brochures and annual reports, which obviously hasn’t been proofread. Even the smallest spelling mistake can damage the acceptance of the information you are trying to present. This can be easily changed on a website, but it becomes more of a costly mistake if you have invested in a print run before noticing the error.

 

Make sure that the copy is run by an effective proofreader before you publish it – never proofread copy you’ve written yourself. You often read what you think is on the page rather than what’s actually there.

Whether you are designing a new brochure, having a new website built, or compiling your next newsletter, the quality of the copy is key. At Ketchup marketing we’ve helped many of our clients through our professional copywriting services and it’s true to say that they have often seen results far beyond their wildest expectations.

If you would like to discuss your copywriting requirements, please contact Michelle on 0330 088 9277 for an informal discussion or use the contact form here.

A fat bloke bursts in, waving a pair of nail scissors.

Copywriter? Copywriter?

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“My wife’s got a degree in English, the client said, so what the hell do I need copywriting help for?” We sighed silently. We used to hear this a lot in the old days.

Nowadays, of course, clients are all professional marketers with a fine appreciation of the importance of highly targeted communication and a savage determination to give themselves the competitive edge.

It wasn’t always thus. ‘I can read, so I can write’ was the rationale behind many local business-owners decision to save themselves a few quid by doing their own copywriting. It’s a view akin to saying ‘I’ve eaten food so I can cook’. Or ‘I’ve heard Mozart’s Sifonia, therefore…’ well, you get the gist.

A fat bloke bursts in, waving a pair of nail scissors.

Professionals like, for example, opera singers roll their eyes as their crafts suffer at the hands of Gifted Amateurs. Other professions have it easier. Ophthalmic surgeons, for example, are almost never interrupted by a fat bloke bursting into their operating theatres, waving nail scissors and bawling ‘Gimme a go, I did a frog at school’.

However, we do live in the age of the budget cut. So, for the sake of economy – and because we like to help our clients achieve the best possible results – we’ll be exploding the copywriting myth in a series of blog articles. We’re going to show you how it’s done!

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