When you describe what being a copywriter is you often see a slight look of surprise on the listener’s face. It’s clear they thought advertising writes itself – that while walking down the corridor the MD of the company suddenly comes up with a catchy slogan. Job done. But there’s a reason for this. Because really good advertising copy does have a ‘rightness’ that suggests it couldn’t belong to any other brand or be put in quite that way by any other company. Can something so apparently effortless be that important to your business?
You bet it can, and here are 6 reasons why copywriting really matters to your business.
1.) As WWAV Rapp Collins founder and multi award-winning copywriter John Watson has said on many an occasion, pictures attract but it’s copy that sells. Which is why advertising consisting purely of an image with no words confines itself pretty much to fashion and image-led consumer goods (shoes, cosmetics, clothes, cars).
2.) Great copy plus great image is an unbelievably powerful and creative persuader. That’s not great copy describing great picture – it’s copy and picture working together in a dynamic way that creates a completely fresh, third entity, as with our work for Marketing Radar.
3.) Copy can be organised in a logical way to persuade the reader to buy, get in touch or whatever else you want them to do. It can guide them down a path from attention to interest and explanation towards action (click on the link, call the marketing manager or whatever is required).
4.) Copywriting matters hugely when it comes to detail. You can show the latest building materials looking beautiful but you need words to describe why they not only look good, but are easier to clean, maintain, offer infinite shape and colour possibilities and much more. See here for an example.
5.) It’s great if your photographic images are right for your audience but it’s absolutely vital that your copy is. It’s no good coming over formal and po-faced for a young audience and it’s sudden death to write slangy, ungrammatical copy for a senior, educated one. For an example see our website for the Language Development Partnership, which has to exemplify accurate, grammatical modern English.
6.) Copy helps you develop your brand, especially over the period of a campaign. You can be fun, serious, super helpful, friendly or exclusive … and go on reinforcing and developing that image as time goes on, making a creative investment in your brand which will pay dividends as you go forward with your business.
As well as Lizard #2 being an award-winning copywriter with over 25 years’ experience and an English degree, we work only with other professional and accomplished writers. Whatever your challenge, whatever your brand you can be sure that by working with Two Lizards, your copy will be persuasive and written to the very highest creative standards in a style that’s absolutely right for your audience. If you believe copywriting really matters to your business and you’d like to find out more, please contact us now or call 01403 731028.