The value of good copywriting is hard to assess. It’s not a tangible thing, and you can’t really measure it, even if you go by clicks and responses. Because its value goes way beyond just making people read stuff. Good copywriting can enhance your clients’ trust in your brand, it can make them more likely to promote your brand further. You can only see the effects of these things, and it’s going to be hard to trace where they came from. But rest assured, good copy had its part to play.
You’re Selling a Story
When it comes to attracting clients to your business, providing the quality products and services is not enough. Your customers need something more. After all, you’re probably not the only one in the business. And if your product is genuinely one of a kind, you have to make your clients understand why they need.
So what you’re really selling is an image. You’re selling a story in which your clients are the protagonists. They need to feel like your products and services, not anybody else’s, fit neatly into their lives. They need to feel like your product was designed with them in mind.
And, most importantly, this story has to speak about the future, about how their lives are going to be after they’ve purchased your product.
You need good copy to imagine that story, to create a coherent narrative out of various bits and pieces of data about your clients’ preferences, age groups, occupations and so on.
A great image might grab your clients’ attention, but at some point they’re going to say “OK, fine, but what am I looking at?” It’s your copywriter’s job to tell them, and let them know exactly where they fit in.
Your Clients See a Brand
Your business probably involves a lot of levels of work, from accounting, to customer service, management and so on. Your clients, however, see only thing. Your company brand.
Your brand is like a calling card. This is what you add to your products that make them unique. Some argue that a powerful brand is more important than a really good product. A brand doesn’t just develop overnight. You may have some ideas about the things you stand for, and the type of people you want to address, but in the end, all of these vague ideas have to take shape. And the first shape they’re going to take is text.
Your brand has to be spelled out by a copywriter. And then, that same copywriter has to take that information, and recode in a way that’s appealing, and has a lasting impact on your customers. A brand has to be specific, appealing and unique, but it also has to be flexible, and have room to grow and adapt.
A good copywriter can determine the best image for your company, and what shape, or shapes, it should take in the future.
Good Copy Is Quotable
There are some examples of excellent copy that have entered our common language. Have you ever used the expression Just Do It, in a casual conversation? Or I’m Lovin’ It? This is the power of brilliant copywriting.
Even though it’s increasingly easier to share videos and image, via smartphones, laptops, and tablets, words are still the easiest to share. They don’t require any kind of technology, and they have a way of sticking with you.
You may vividly recall a powerful image, an experience, or a song, but if you’re going to transmit your feelings about it to another person, you’re still going to have to rely on words. You can’t really quote anything other than words.
A good copywriter is going to be able to synthesize the essence of your business ideology, and practices, in an easy-to-use, pocket-size nugget of words that can be carried across any platform, and transmitted instantly.
But not all copy is alike. There are plenty of tips and tricks on how to write shareable content. The best copywriters are going to know exactly how to use these tips to craft the best content.
Copywriting Breaches the Gap Between You and Your Clients
Your customers probably don’t know a lot about your business. And they don’t really have to. As long as they get the essential information, you don’t have to explain all of the intricacies of the business, and they don’t have to get a degree in finances to understand.
But while you may be perfectly aware of how your business works, and your clients of their preferences and needs, you still need someone to translate all of this information from one group to another.
And that person is the copywriter. They can mediate between you and your clients, and explain to them why their needs, and your offer are a match. They can engage your customers, and determine them to take action, and invest in your business.
A copywriter’s job might not be glamorous, or revolutionary, but it is essential. Someone has to act as a messenger between your business and your customers. Someone has to interpret all those complicated technical, and professional terms, pick out the ones that are relevant for your customers, and pass them on to your customers. That way, your clients won’t feel left in the dark. They’ll understand that you really care about your relationship with them, and their feedback.
Long, boring explanations might put them off, and if they have to go to secondary sources to make sense of it all, that can even make them give all together. The same goes for meaningless buzzwords. Readers are going to see right through them, and they’re going to feel like they’re being duped.
Quality copywriting saves your clients the hassle of in-depth research. A good copywriter knows exactly what their readers need, and it delivers it the most efficient form. That way, your clients have more time to focus on purchases, rather than research. And they’re going to feel like they’re being shown the respect they deserve, because they’re receiving the information they required, without being patronized.
Copywriting Keeps Everything Together
With so much visual media available on the internet, it might be tempting to think that words are no longer as popular as they used to be when it comes to sharing ideas. A short video may be more engaging for your clients. It may hold their attention for longer, and might be more memorable. Same goes for a powerful image.
But quality copywriting provides the backbone that makes all of these moving, flashing images make sense. An image may be worth a thousand words, but when you’re trying to send a clear message, your clients need to know which of those thousands of words your image is referring to.
Quality copywriting keeps all of the disparate elements that make up your brand’s image together. If it’s done its job well, you don’t need to keep reminding your clients what your company stands for, what it’s objectives are, and how important their customers are to them.
The Digital World Is Dominated by Words, Not Images
Having a strong online presence nowadays is a must. According to a recent survey, 81% of shoppers conduct online research before deciding to buy a product. Looking up products and services online save you the legwork, and going through the trouble of testing out things for yourself. You can learn from other people’s experiences, without having to go through them yourself, and you can find the product that suits your needs in a few seconds.
According to that same survey, over half of the shoppers started their research using a search engine first, rather than going to any specific website. And to use a search engine, you need words.
That’s where content writing comes in. You may have the perfect product for a specific client, but if your product or service doesn’t come up in the search, how will they find out about you? Relying on traditional advertising methods, like printed ads, and commercials, can only help you so much. If your online presence doesn’t match your presence on other media, it’s like you’re not even there.
And making content (and by extension, your business) come up in search results isn’t just about stuffing an article with keywords. The most important elements which determine whether online content pops up or not are still quality and relevance. So, don’t settle for anything but the best in the business. Otherwise, you’re just wasting money.
It Makes Your Clients Come Back for More
If you want your business to thrive, you can’t just satisfy your clients’ needs and be done with it. You need to build customer loyalty. You need to give them a reason to return to your business, and pass on the message to other potential clients.
Good copy is going to keep your clients’ interest peaked. It can ensure that they know your products are part of that larger story we mentioned earlier. And that story doesn’t just end with them purchasing whatever they were looking for, and satisfying their needs for the moment. It’s an ongoing thing, that keeps developing and adapting to their needs. Only the best copywriters can make them aware of that.
So even if you’ve secured a sale, you have to keep the ball rolling. Providing your clients with copy as often as possible is going to give them a reason to come back, and keep themselves up to date with your offers. A good copywriter will let them know what’s changed, and why they should keep coming back for more. They should be able to adapt the image of your services to new need of your clients, while still maintaining the coherence, and cohesiveness, of your business brand.
If It’s Good, You Won’t Notice It’s There
The thing about good copywriting is that it has to meet the reader halfway. Good copy is not about selling products efficiently, or convincing a client that your services are the best. It has to make the reader feel like they already knew all of those things, and just needed a little nudge in the right direction. Informative content needs to anticipate all of the users’ questions, and provide answers that are going to make sense to them.
Poorly written content is going to stand out immediately. You can see all the seams, all the data, and marketing strategies behind it. It won’t feel natural. It’s the kind of copy that tries to sell you something at any cost.
Slogans like the ones we mentioned before became so effective because they understood their target audience so well. You can’t see all of the work that was put into them, they sound as if they just sprung up naturally, during a conversation. And it’s a conversation that the audience wants to be a part of.
So, it’s hard to say what value it has, because by the time you’re done reading, it’s going to feel like the message was already there. In a way, it was. But you need a highly skilled copywriter to foreground it in your customer’s mind.