What are copywriting fundamentals?

So, you’re working with a copywriter on your next piece of content?

It’s a great idea.

Content marketing has been proven to be an excellent way to attract new customers and nurture current ones because it offers them value on their terms. It makes your brand relevant to them when they need and are open to it.

However, they won’t (and shouldn’t) tolerate poor quality- so bringing a copywriter in to help is a great idea to ensure you get the results your business deserves.

Here are the 7 fundamentals that a copywriter should be offering you when they work on your project.

1. Knowing your customer’s needs.

I’ve said it before and I will continue to do so many more times: the best content is written for your customer.
 
It’s not your business’ publication that may happen to interest people. If you want to earn their precious attention, then you need to take a step back and think about what they actually care about.
 
Your copywriter should prompt this from you.
 
What are your customers’ challenges in this scenario? What is causing them issues? What are they searching the internet for?
 
If you want to interest your customers, you need to be found where their concerns are and engage them in this way. Copywritten content should begin here- no exceptions.

2. Understanding the solution your business provides

Next, a copywriter should understand how your product offering solves those customer challenges. It’s a one-two punch: identify the problem, offer the solution.
 
Once your copywriter knows your product or service, they should then be able to create appealing content which effectively links the customer’s need to the solutions your business provides.

3. Suggesting the right media form to use

Next, which form will be best to use? Blog? Video? Radio? Podcast? Facebook?
 
Once you have the message concept, your copywriter and you need to devise which media will best convey it to your customer to get the best reaction.
 
That may mean that they have to write a script or create a book. They may have to support it with a series of social media posts or compose an article.
 
The format is just as important as the message itself, so it’s important to get this right.

4. Composing the right flow

With all of the above planned out, the copywriter needs to go away and come up with a logical way to attract attention with a good heading, then introduce the message, tell a great story, make it relatable to the customer and then compel them to contact you.
 
This is where a strong copywriter really shines.
 
They can take all the fragments of your information and brief and craft a narrative that your audience doesn’t find tedious, and actually enjoy reading, watching and listening to.

5. Developing a compelling call to action 

It’s now time to find a way to give your business credit for the piece of content and drive traffic to convert from vaguely interested strangers to active customers.
 
A copywriter needs to complete their service by inspiring people to engage and take positive action. This is done by crafting content that conveys a strong enough reason to find out more and make contact with your business.

6. Spelling and grammar

Of course, no one should forget this! A good copywriter should also be able to polish up all of the spelling and grammar errors to ensure that your business looks professional.
 
Errors can be detrimental to your credibility and disturb your audience’s focus, so it’s best to avoid these issues.
 
To read more about this, read my blog: The double impact of a spelling or grammatical error
 
7. The ROI (Return On Investment) 

Last but not least, results!
 
Content marketing isn’t as simple as money-in, money-out. There are a lot of shifting variables when you implement it that can lead to different outcomes. For example, a poor choice of topic or releasing content at the wrong time are just two of many reasons that can lead to mediocre results.
 
However, in the digital world, everything is trackable now.
 
So, an important part of copywriting is monitoring how each piece performs in the market, evaluating this and then constantly making improvements based on what worked and didn’t.
 
This will ensure that your business is always aiming for results and the best ROI, just like any other activity you do.
 
So, there you have it. These are the 7 fundamentals of using copywriting to fuel your content marketing to connect with your audience and engage customers towards positive action.
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When working with a copywriter, make sure that they are performing all seven roles effectively. 

How Can Melotti Media Copywriting Help You?

To engage your customer and achieve ongoing business success today, you need quality copywriting and consistent content. However, we understand that this is easier said than done.

You’re time poor and spread thin, and writing isn’t your expertise. So, focus on what really matters, while we take care of all of your copywriting and content marketing needs!

For more information or to speak to a quality copywriter to get the results your business deserves, contact me now at chris@melottimedia.com.au.

I can sharpen your words to achieve your goals, today!

Christopher Melotti

Melotti Media Copywriting and Marketing Solutions
www.melottimedia.com.au
 
Click here to view the Copywriting FAQ page for all you need to know ​​​