Copywriting: Make Your Words Work For You

So, you want to create eye-catching copy? The key to creating stand-out promotional material is a combination of using striking graphic images that represent your brand and the right words.

Try to stay in the direction of your business because that’s what people want to hear in the end and want to know and want to learn about.

The way to start is to clearly understand what’s unique about your business. Then what’s the message you’re trying to communicate to your customers or your audience who may not be the same thing and the tone of voice that you’re using.

Your business’s personality comes through in the tone of voice and the language. Your written content is the key to creating effective communications with your audience and if used correctly can mean that your voice stands apart from the many voices that are trying to catch your audience’s attention.

Speak your customers language in the tone that you want to communicate with your audience. There were many different tones that you can use when speaking to your customers you can be authoritative…

Casual urgent or humorous. The style and tone of your written content will help to portray this voice in much the same way as your brand’s logo or graphic design does. I usually come to these decisions by understanding the brand values of the company the corporate culture, which are not necessarily the same thing the communication goals and above all the specific response you want to get from that target audience.

In order to portray your business in the way you want your audience to see you there are a few questions you should ask yourself, which can include “Do I want my business to come across in a formal or less formal way?” “Do I want my customers to see my business as opinionated or neutral?” “Do I want my customers to view me as a voice of authority or just as a source of advice?” These questions will guide you when putting together your messaging and will let your audience see what your business and brand is all about.

It’s important to put yourself in your customer’s shoes and understand how you want them to see your business before you make any written content decisions. Tools such as hyperlinks are great, as they give your audience the option to access a wealth of information and dig deeper for more details on topics that they’re interested in learning more about.

By including hyperlinks in your written content you can make your work look neater and less condensed, which is much more likely to entice your audience to read what you’ve written. It’s important to note that too many hyperlinks can be off-putting and must be used strategically to create maximum impact. Generally speaking people overwrite, they put too much copy in one topic or too many topics with too much copy.

Just say what you need to say and don’t bore your audience. The best way to start the process is with what we call a hook, that’s something you want to capture your audience’s attention and then you build your content from there. If you want a lot of details in the body of the text, don’t do it.

The best thing is to use hyperlinks; clickable text which links to another page or website and then when you have a first draft revised it and try to shorten it at least by half. Writing is generally speaking, rewriting. Your goal is to always make it powerful and impactful but as short as possible.

Spelling, grammar and coherency are pretty much the fundamentals in writing any content. If you have bad spelling, poor grammar and unclear messaging, it will prevent you from communicating effectively with your audience and also it will destroy your brand credibility. You cannot rely on spell checkers because they constantly mix up words like ‘they’re’ and ‘their’ and ‘there’ and they’re notorious for poor grammar.

So you must take the time to manually double check and edit your work and if you have someone around that you trust, a trusted colleague, let them read it because fresh eyes often pick up errors. It those faults remain, they’re a major barrier between your audience and your message.

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