Quick tips for choosing the right words for your brand
Great copywriting connects your audience with your brand in a way that’s seemingly effortless. It’s the perfect blend of information and gentle persuasion, and needs to be both engaging and empathetic - you’re introducing yourself or your business to the world, so it needs to make a good impression.
Besides making sure you have the ‘who, what, where, why and how’ covered, your copy is an opportunity to start a conversation with your tribe; it’s compelling content to go with your exceptional design.
Here are some ways great copy works for your brand.
Create a connection with your audience
Goal: To be part of a community of engaged users who appreciate the same things you do
You’ll need copy that:
Is authentic, and connects on an emotional level with your tribe
Connects only with users that you want in your community
Creates a consistent vibe for your community, at each step of the way
Considers who they are, where they’ve been, what they want, and what they’re looking for
Stands out from the 1000s of other messages they might see in a day
Guide users through your brand’s offering
Goal: To lead your audience through their experience, in the simplest, most informative way
You’ll need copy that:
Encourages engagement, with simple language and is easy to read
Connects your branding and imagery with information and decision making options
Drives users to ‘do something’ through a connection with your content
Works within a clear user journey that’s based on your products or services
Solves pain points or encourages pleasure (these are your driving forces)
Encourage direct response interactions
Goal: To convert consumers of your content into genuine customers and advocates of your brand
You’ll need copy that:
Is exciting, conversational and credible
Is personalised to the needs of your ideal customer, with options for pathways
Nurtures a sense of trust and appreciation for what you do
Includes simple and nuanced calls to action (CTA) throughout content
Provides a feeling of involvement, so people naturally reach out
Tailor your content to different platforms
Goal: To provide a consistent and cohesive experience using a range of digital platforms
You’ll need copy that:
Presents uniform messaging and voice, but is appropriate for each platform
Maintains the consistency of your brand elements
Is tailored to the needs of each platform and recognised the difference between mediums
Is original, and not simply duplicated across multiple social channels
Guides users through social to your website or event page
A good copywriter knows that different communication channels need different copy. The writing for a printed flyers is different from what is needed on the web. And the structure of a press release is not the same as that of a newsletter article.
Maintain contact with users while you’re doing other things
Goal: To provide a consistent experience 24/7, so people can find what they need when they need it
You’ll need copy that:
Creates a constant source of truth in your website, from which other resources are created
Acts us your customer service agent, guiding users through their interaction with you
Interacts with your customers outside of hours
Nails your automated processes, notifications and meta-tags
Solves problems, before the user even knows they have them
Ensure your brand is seen by the right people
Goal: To get your business in front of the right people, at the right time, in the right way
You’ll need copy that:
Uses the perfect keywords in the perfect place
Focuses primarily on being a quality resource (Google knows)
Will maintain its integrity, even when there’s algorithm changes
Works hard in your meta-tags and Search Engine Results Page (SERP) entries
Grabs attention, and makes your products/services/community look goooood
The right copywriter will make sure your copy is in line with your content and brand strategies, and spruiks the purpose of your ‘something’. That includes clearly articulating benefits a customer will find by interacting with your brand in the way you intended.