It’s an art.
Words that sell.
Copywriting, like most things in marketing, takes a creative mind. When writing copy, it is important to paint a mental picture and tell a good story, sure, but all writing, even literary writing, should be clear, concise and compelling. And it’s that last bit – the “compelling” bit – that should be any copywriter’s primary purpose. All of our marketing efforts mean nothing without the sign-up, the lead, the sale – whatever it is you’re are trying to get your customers to say “yes” to. Effective copywriting convinces and persuades people to do what we want them to do.
Since persuasion of action is so essential when it comes to copywriting, and marketing in general, we here at Doohickey believe there should be a good strategy behind the copy on each and every page of your website, for instance. We know that effective copy seeks to communicate the value and benefits of your offer, build trust, explain process, overcome objections, reduce confusion and alleviate anxiety. Effective copy should also speak to a specific audience. Keeping our audience’s demographics in mind, our writing can share benefits of the product or service, identify with the customer’s pain point, show empathy and even provide social proof. All of these tactics are used to write copy that sells.
Once we have established what we believe to be the most effective copy for the job – whether it’s a simple headline, a whole descriptive paragraph or even explanatory text within a sign-up form – we can even go as far as to test new copy against it to see which works better. And this is when the real fun starts.
We strategically deliver words.
Our team takes many things into consideration when writing copy that seeks to influence and persuade people. Things like:
Copywriting for a brand requires continuity in style and form. Strict guidelines are developed and adhered to while developing the brand message in order to keep a consistent feel and flow from web to print and headline to story.
We tend to communicate differently, depending on who is receiving our message. Demographics, such as location, age, gender, interest and profession, are descriptive bits about your audience that can be used to divide, or segment, that audience into smaller groups. We can then begin to develop the perfect message for selling your product or service to the right target audience.
Search Engine Optimization (SEO)
Copywriting for SEO requires structuring content in a way that helps search engines find your website content more easily, and display it to people looking for that information. SEO writing is not limited to writing for keywords. Sentence structure, headers, titles, links and length of content are also factors that should be considered.
Writing website content for SEO requires a specific skill set. The ability to create and utilize specific keywords in website content is highly sought after, and for good reason. Understanding and knowledge of proper SEO tactics needs to be utilized, in collaboration with creativity and a proper call-to-action, in order to appear in front of prospects, entice them to read, keep them engaged, and lead to a sale.
Copywriting that tailors to the experience of a user is a major ingredient that leads to a sale and creates an enjoyable visit to your website overall. Sometimes content needs to be short and to the point. Other times it’s best to be as informative as possible. Whichever it is, the copy that is written needs to work with the vision of the designer and developer. For example, what size font will be used for the web page headers? If the headers are big and bold, do we need to keep headers to a maximum of three words? If the headers are small, should the messages be longer so they don’t get lost visually?
Print ads, brochures, taglines and websites all require different copywriting approaches. These approaches need to work together with the design or tone developed in collaboration with the Creative Director, Art Director or Graphic Designer. Is the design layout whimsical, serious, uplifting or humorous? Is there photography or illustration? Is the headline the main visual or does the body text itself form a shape? Whichever visuals the brand design calls for, the body content should reflect the concept.