And see I have kept that attention onto the next line

This is why effective copywriting is necessary for any business.  Copywriting runs through every element of your brand. Read on to find out what makes good copywriting an essential weapon in your business’ arsenal.

Attention = Speed + impact

You have three seconds to capture the reader's attention.

This does not guarantee that you own it. Your customer’s attention can slip away at any moment - either to a rival or to the next Instagram post.

Good copy grabs and grips the audience.

This does not mean that it is brash and gimmicky. The writer William Z said that all ‘good writing is lean and confident’. 

Lean and confident.

Lean in that it delivers information efficiently. Confident in that it assures the customer of its worth and guides them towards a sale. If your writing achieves both of these then it will be effective in extending your reach and increasing sales.

Story = Voice + £££

Your content is your brand’s voice. It is what differentiates you from your competitors and earns your customers’ trust. Trust that manifests itself in sales.

We no longer live in the Mad Men era when a print advertisement can just list the qualities of a product. Thanks to social media’s algorithms customers expect personalised content that offers them value and resonates emotionally

But, how to create valuable content in a genuine voice? How do you keep a consistent voice across all your promotional literature and social channels? How do you make sure your content is reaching the right customers?

The answer is story.

You cannot have a story without a voice so we start there.

The story begins and ends with your customer. It begins with you offering relevant information or engaging them emotionally. Your business gives the customer value The customer gives you trust. They are then involved in your brand and part of your narrative.

You are now an authority in your field and have influence over your customer. Influence you can leverage in a call to action. This call to action can take the form of social media shares or sales.

Like any good story it will not be a straight path. You will need to build trust gradually; consistently offering valuable well-written copy. Once your customer trusts your voice enough to follow the story with you the conclusion will be sales.

Copywriting>SEO?

Which is more important Search Engine Optimisation (SEO) or copywriting? In my research for this article I found numerous articles arguing which should be the priority for any business.

This is a stupid question.

It is like asking which came first the chicken or the pointless marketing debate?

Ultimately, they feed into each other - just like SEO and Copywriting. They are the yin and yang of your online presence. Two parts of the same strategy.

Your website may be packed with keywords, be hosted on a super-fast domain and have a plentiful amount of backlinks but if the copy is uninspired customers will bounce from your website. Google will see this and lower your ranking accordingly.

Equally you could have Hemmingway writing your copy and your website will be impossible to find if it has no authority.

This is where a copywriter steps in like a cowboy strolling into the Old West saloon.

A good copywriter will implement a SEO strategy into their copy automatically. Many businesses spam their content with keywords and irrelevant links. This is a mistake. A modern customer recognises this and leaves with a sour taste in their eyes.

A copywriter will understand the necessary key phrases and craft them into the fabric of their copy. They will implement search terms in a sincere and seamless blend. So the customer feels compelled rather than tricked.

Good copy is SEO. Engaging and worthwhile content gets shared on social channels. Shares, like, favourites all increase the reach of your brand and are ranked by Google.

Investing in good copy is an investment in your website’s SEO.

Copywriting = Sales

You know that copywriting is a necessary part of business. However, it often gets pushed back, treated as a luxury or a long-term goal. This article has shown you that professional copywriting is a priority - driving sales and the visibility of your business.

The best way to guarantee professional copywriting is to hire a professional.

Contact us today for further advice or hire us to craft your copy.

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