Every organisation much reach their audience, whoever they may be.
So how do successful businesses do it effectively? Through high-quality copywriting which captivates, informs and drives behaviour, of course!
Content creation is an absolute must in all strong Marketing campaigns today, and we all need quality writers to produce these pieces of content to engage our audience and inspire them to act. These writers are known as Copywriters, and they play an integral part in the commercial environment every single day, by adding tremendous value.
A business' target market is its life blood. It relies on forming a connection with them in order to survive. Over the years, people have become far more resistant to blatant, above-the-line advertising, sometimes blocking it out altogether. Today, they want captivating and informing information on their terms and at their fingertips, and it's in that cross-over area where organisations and their customers must come together.
So, what is Copywriting?
In the business context, copywriting is using the written word to convey a message to reach an audience. But that doesn't mean that it's just visual letters: it has many forms, including verbal, written, audible and visual. Adverts that you pass in the street have all been produced by a copywriter. The scripts of videos, jingles and podcasts that you listen to all began with a writer. The description on your shampoo bottle or your soda, by a copywriter. That booklet, pamphlet, press release, formal invitation, text book, and even each website have all been produced and edited by a copywriter.
As with any profession, there are different qualities of writers, hence why some pieces of content are better than others, but the writer is a copywriter none-the-less.
It's not to be confused with 'copyright', which is the legal protection of property. You'll be surprised how often these two things get mixed up; they are different and should never been thought of as similar.
It's both an Art and a Science.
In a class I teach regularly, I refer to Copywriting as an ART and a SCIENCE. It's an ART because it's a creative practise. What I mean by this is that no two writers produce the same piece of work, and it can be entirely subjective, just like music, design and visual arts. The copywriter you select has a unique style, and you employ them to harness this style for your content needs. The SCIENCE side is also applicable because the material is being used for a specific purpose to achieve a particular goal. In other words, the content will produce measurable results and therefore has a utility to it.
It’s when these artistic and scientific elements come together well that the true value of a strong copywriter is found. Interesting and accessible content pleases the audience and creates the results the organisation needs.
Copywriting and Marketing
Given it's communicative nature, Copywriting sits under the umbrella of Marketing because it goes hand-in-hand with its activities and strategy. For example, if the Marketing Objective is to launch a brand extension product, then the Copywriters must write the content for the website page, the product packaging, the print advertising, the video promotion, its terms and conditions, the PR article, and so on.
See how much of a role a Copywriter plays in a business? Without all of those things, the audience would remain oblivious, and the product would fail, leaving the objective unfulfilled and the organisation unsuccessful as a result.
Why is copywriting crucial?
So, copywriting is the cornerstone of Marketing, and we know that it reaches the audience each business needs to attract; but why has it transitioned from "just filling the blank page with words", to a highly specialised and desirable business requirement? It's because of the people that make up your audience themselves! Everyone, everywhere wants highly personalised information, and they want it right now. Organisations which fail to do this, fail to engage their audience, and a competitor will. Copywriting delivers messages in a million different ways to those customers, in order to meet their demands.
Who is a Copywriter?
You all are! I hope everyone put their hands up! We are all writers, we've all grown up reading and listening to communicative pieces, videos, books and songs. We've composed emails and perhaps dabbled in lyrics, poems and articles. The point is, we can all write.
The only difference between this and a professional copywriter is years and years of practise, fine tuning their skills. It's not just practise in covering a blank page with words, but everything else that goes with it: creativity, messaging, targeting, research, word choice, medium type, Marketing, and so on. Organisations pay professional copywriters because they specialise in writing content that ticks all the boxes and complements the overarching goals.
Unfortunately, many businesses underestimate the value a quality copywriter brings them, to their detriment. By cutting copywriting out of their budget, they forget that this may be the one thing keeping their customers attentive!
Quality writing is essential
Writing is an extremely powerful medium and is highly diverse. From scripts, blogs, video, websites, social media, articles, brochures, questionnaires and so on, they all need to work together to captivate people and draw them in. Your audience is trying to find this information, so it's the business who does so a captivating way that wins their precious (and very short) attention.
Remember this: your audience instinctively knows the difference almost immediately between effective and poor executions, and so it's vital that organisations do too!
Good copywriting is written solely with the intended audience in mind. So, when composing content, ensure that this is the case.
How Melotti Media can help you
Where to next? At Melotti Media, I understand that copywriting is a difficult and time-consuming process for most organisations. We all know that content creation and strategy is important, but some businesses just don't have the resources. So let me help you! Contact me today at firstname.lastname@example.org to discuss your needs, and let me show you how to reach your audience effectively.