Copywriting is a skill just like any other and it’s something that takes practice. Not every writer can write copy and this is worth bearing in mind. If your business is looking for high quality content from a copywriter, it must look in the right places. Every copywriter is different, so it’s worth finding one that fits your business model the best.
Increasingly, businesses want to develop and write content in house and whilst this is admirable, and not impossible, it’s a good idea to make sure the copy written will work. That’s what it’s for – the customer. It’s a form of advertising that is slightly disguised and coloured by the term ‘writing.’
So if you or your business is looking to develop and write its own copy here are some pitfalls, and common assumptions, to avoid.
Consumers care about the writing and my business
Unfortunately that’s not true. Customers and consumers care about what’s in it for them. They are selfish in the same sense a business is – it’s all money driven. Customers want a good reason to pull out their wallet and spend their hard earned money and as a business you need to convince them that you are worth it.
Customers want their wants and needs fulfilled and any copy written for you business should be professional and geared towards persuasion. The goal of good copy is to convince the customer that your product will fulfil their needs. Sometimes a copywriter has to create perceived needs and desires for their target market. Effectively the copy written should focus on the customers and the benefits that your business could bring to their lives.
In the field of film production a film editor’s job is to splice together a film and hide the stitches from the audience. In some ways copywriting works like this. Customers shouldn’t feel like they’re reading but instead the information should leap off the page.
It’s brilliant that a business has been based in the same location for over a decade, but in general the customers don’t care. They want to know what your business can do for them and how your business will make their lives better and easier. If you’re writing copy then keep those objectives in mind and sell your product, not business, to the customer.
One piece of copy can be used everywhere
It can’t. A piece of copy belongs to a specific place or niche and it should change depending on the target audience. The medium is incredibly important and you can’t use an 800 word piece of written copy as a TV advert. Your message must be tailored for the medium and tweaked to reflect the final format.
Write your copy for the audience and provide yourself with the best chance of selling to customers and increase your market reach and presence.
One piece of copy can be used for everyone
This is the same principle as the one above; you can’t expect one thing that you’ve written to reach everyone. It’s not possible. Your audience is as transient as the medium your copy is designed for. Different audiences will respond to different messages and your copy must be designed for the correct demographic, behaviour types, experiences and so on. Know your audience.
If, for example, you’re sending out direct mail to prior customers the message will be hugely different to direct mail sent to potential customers. One audience already knows and is familiar with your work and the other is likely to have no knowledge or at least prior experience with your products and services. It’s pretty obvious but worth stating – the message must be different to both audiences so that your business can achieve the maximum response rate possible.
If you are unsure of your target audience then it’s hugely important that your business researches audience personas as soon as possible.
Copy must always sound smart and intelligent
This is a slightly more difficult one and again the answer is – it depends. When writing copy the writer must have a good idea of the copy’s eventual destination, as this determines tone of voice. Some audiences will want copy to sound smart and lofty but others will want a more colloquial approach. Age distinctions are a good example of this. Copy targeting teenagers will read very differently to copy aimed at senior citizens.
Remember to omit jargon unless the audience that you’re targeting uses those words and will understand them. If you’re writing something like a business to business advert then jargon might be expected, but it always depends on the target audience. A good copywriter will know the audience well enough to be aware of how it speaks. Then the copy will reflect this and the marketing message has a better chance of promoting a business.
Anyone can do it – it’s easy
Unfortunately it’s not easy. It’s not a form of writing like any other and it defies most of the rules you learned in your English class. Copywriting relies on subtle persuasion, psychology, creativity, and an understanding of the audience and business that will respond to the writing. Unlike more ‘creative’ writers who don’t consider the audience until the writing is done, copywriters write for the audience and not for themselves.
Just as we considered at the beginning, not all writers will make great copywriters. If you think you might have what it takes, it’s worth studying the craft long before you type that first word. If you opt to hire an established copywriter remember as well that copywriters come in all shapes and sizes and make sure that you invest in one who has experience and can understand your business and relate to your customers.