New marketing material? Yes, it certainly should look good, but don’t forget compelling content too. That’s where a professional copywriter can play a vital role.
Why use a professional copywriter?
Some people have a natural talent with words. They know which ones to use when, and they always seem to be able to strike the right note.
Unless you have someone with this ability in your team, it’s worth considering the advantages of professional copywriting support:
Quality
Just as good writing can really help your business, bad writing can be damaging. Sloppy language, poor grammar and typos are noticed and create a very poor impression.
Using a good copywriter removes these risks. They’ll also be able to take what you tell them and craft it in a way which takes it to the next level – producing strong content which others want to read. Copywriting services make you look more professional, and can make anything sound exciting!
Flexibility
Even when you’re clear what you want to convey, it will need to be tailored. You may be able to say what you want in 400 words, but what about 200 words, or in a tweet?
You also have to adapt content to suit different audiences – customers, investors, staff, regulators etc. Modifying copy in this way to get the tone and language right without losing sense and consistency is a particular copywriting skill.
Capacity
Outsourcing copywriting creates more time for you. It means that important writing tasks aren’t left undone, simply because you haven’t got around to them. Like re-writing those web pages that are out of date and looking a bit tired.
A fresh eye
It is possible to be too close to a subject. When you’re working in a business every day, it can be all too easy to overlook how special it is – to be unable to see the wood for the trees.
Using a professional copywriter provides an opportunity for someone to look at your business with a fresh eye. They start with zero knowledge and have to get to know you quickly. As a result, they ask of lots of obvious questions which can provide new insight for you.
The art of persuasion
Getting the balance right between explaining what you do, and the benefits of it, is a real skill. We Brits are not particularly comfortable promoting ourselves! As a result, some businesses fall into the trap of providing information without any “sell”.
Yes, you need to avoid waffle and get to the point. However, the strongest connections with audiences are emotional ones. Professional copywriters will use the right language to create rapport – answering that crucial question: “What’s in it for me?”
SEO
These days, a strong online presence is essential for any business. That’s why Search Engine Optimisation matters. You have to embed the right words and phrases in your content to help the likes of Google find you. This is bread and butter for full-time copywriters, and a major side-benefit for you.
Getting your story right
A brand is a complex thing. Yes, your company logo and visual identity is part of it, but ultimately it’s driven by what people think and feel when they hear your name.
This is why getting your story right is essential. Your core narrative makes it clear who you are, what you have to offer and why people should buy from you rather than someone else.
Your narrative doesn’t have to be that long, but it does take some thought. The support of a professional copywriter in this process can be invaluable. They will ensure that you say just enough and in the right way.
Once you’re sure your narrative is right, apply it with discipline across all your marketing – website, social media, promotional materials etc. This consistency gives a coherence to your brand – but only if your customer experience comes up to expectations! There’s nothing worse than making a claim which doesn’t stand up to scrutiny.
Writing tips
Although we’ve explained why using a professional copywriter can bring real benefits, there’s absolutely no reason why you can’t do the basics yourself. So here are some tips to help you on your way:
Make your copy easy to read
Use a sensible font size, avoid dense text and long paragraphs. Keep your sentences short (no more than 25 words). If you’ve used an ‘and’ to connect clauses, try a full stop instead. If you’ve got a list, use bullet points. Sub headings are another way of breaking up the page.
Be conversational
Talk directly to your reader by using ‘you’ and ‘we’ – and remember you’re talking to an individual. Shorten your verbs where appropriate (you’re, we’ve, etc). Try reading what you’ve written out loud. If it doesn’t flow, it’s not right!
Be flexible
You may well have to change your copy to make it work in different formats.
Don’t try too hard
People want you to get to the point, so do it quickly and avoid over-flowery language. It’s not necessary.
Include calls to action
‘Contact us today’, for example. Embedded links in digital copy are another useful way of keeping your reader active.
Review carefully
Weed out any grammatical and spelling errors. It’s often a good idea to ask a colleague to read what you’ve written, as they’re more likely to spot things you’ve missed.
If you think you need some professional writing help, look no further than The New Fat. In meeting your design and website needs, we also source the very best copywriting skills.
It always pays to work with people who are experts in their field. After all, you wouldn’t ask a florist to re-wire your house. Or would you…?
Head over to thenewfat.co.uk to see our latest offer, or get in touch if you need design and copywriting help.
