Copywriting is a fundamental component of any effective communications campaign. But all too often, it’s criminally overlooked and undervalued. An alarming number of companies are content to market their products or service using any old sales patter. You may have developed the greatest concept in the world, but without persuasive copy, can you make it stand out and compel people to take action? The bottom line is no. Copy matters!
Appealing to emotions
From direct mail and websites to advertisements and product literature, marketing materials offer endless opportunities to convert prospects into customers. Since purchasing decisions are driven by emotion, every piece of collateral should aim to arouse an emotional response. In the absence of a salesperson – and consequently human interaction – the copywriter plays a key role in invoking the emotions that initiate purchase decisions.
The choice of words and messaging is therefore too important to leave to chance. Tone, language and key messages must all be considered carefully. That’s why it pays to use professionals. Those trained in this area are experts in the art of persuasion. From powerful language to customer-focused messaging, skilled copywriters know which buttons to press. Ultimately, this will ensure your marketing materials trigger the desired response.
At BDB, we love copywriting and thought we’d share a few of our secrets. Here are our top tips for copywriting success:
- Keep it brief: in this day and age, attention spans are shorter than ever. Keep copy short and to the point, but don’t omit vital information.
- Simplify your language: no one has time to search for hidden meanings. Elaborate vocabulary and idioms may impress, but they force the reader to work harder. Make reading as effortless as possible – your customers will thank you.
- Promote the benefits: it’s no use bragging how great your product or service is. What does this mean to the customer? Beware of becoming inwardly focused. Concentrate on the benefits you can deliver.
- Consider the customer: don’t forget who you are writing for! The customer must remain at the forefront of your mind. Who are they and what do they need?
- Stay active: passive, lifeless language inspires no one. Compel customers to take action with active verbs and emotive vocabulary. If your copy isn’t excited and enthusiastic, neither are your customers.
- Be specific: avoid broad, sweeping statements. Stick to clear points that specifically demonstrate the value you bring. If you can back up your claims with evidence or testimonials, even better!