October 28, 2017

Blah Blah Blah – Why do words matter in your marketing?


Have you ever given thought to the words you use?

Verbally, the words we say hold much weight in communicating our thoughts and feelings. Likewise in our marketing, words influence the success of your message, your design and your brand.

Communicating through effective copywriting, is fundamental to achieving results and connecting with your audience. It persuades a buyer to take action. It has the power to change someone’s mind. It creates a brand story that will resonate. It shares your capabilities, and influences whether a customer will interact with you or not.

Words matter.

‘Your copywriting will point your readers in the direction that you want them to go. How powerful is that.’

Words are everywhere in our business – our website, our sales and marketing literature, our business cards, our email signature, our conversations, our ‘On Hold’ message, our wall art, our proposals, our signage – you get the idea.

Every touch point that a customer has with your business tells them a story about you. Words are a powerful tool in communicating the story you want to tell.

Why is copywriting important?

These are just a few reasons you need to value copywriting in your business.

  • Brand imageYour business brand is your intangible voice. The feelings and thoughts a client has about you when you’re not in the room. Amongst other things, tangibly your brand is reflected through your logo and the words you use to communicate. So words matter to your brand. 
  • Search Engine Optimisation (SEO) – Your website should reflect keywords that your audience is searching for to improve your ranking and should also be updated regularly with new quality content and copy to keep that ranking as high as possible. 
  • User ExperienceYour copywriting will point your readers in the direction that you want them to go, telling them what they can do, how they can do it and why they should do it. How powerful is that. 
  • Achieve Marketing GoalsYou may want to communicate your capabilities, you may want to sell a product, you may want to increase sign ups to your mailing list. Whatever your goal, copywriting is pivotal in getting your prospect or client to do what you want them to do. 
  • Connection and TrustIf you are using words that don’t resonate with your prospect or client, you have already lost them. Over time, when you speak in a language that they understand (which means they feel you understand them), connection is built and trust is gained. And we all know that a long-term client is one built on these fundamental values. 

So why invest in a copywriter?

In the past, we have had a conversation or two with clients who couldn’t really understand the difference between them providing information for their project, for our team to then take that information and write the copy for them. Initially they thought it was pointless to provide the information and that they could write it themselves. I encouraged them to do so, however they soon found that the skillset required to research and collate information, compared to using the written word to communicate effectively, are two vastly different skills.  This doesn’t mean that you can’t write copy in house – it just means the team member needs to:

  • Have polished writing skills
  • Be able to create headlines
  • Understand your target audience and their experience
  • Structure your content in a relevant way
  • Use words creatively to create engagement
  • Have marketing awareness and knowledge of what works

Copywriting is often what stalls projects from getting off the ground as it’s such an important part of any marketing project. Don’t compromise the success of your project by not giving copywriting the value and time it deserves.

It might just make or break your next campaign.

“Oh don’t use big words. They mean so little” Oscar Wilde

Copywriting often stops sales and marketing projects getting done. If you are lost in a jungle of words, and don’t know where to start or end, or if you need proofing or editing, be sure to get in touch with our team.

Feel free to ask us for more information on our monthly graphic design and marketing support ProPackages also. You can find more information here.

Creatively Yours, Rosie