Recently, I’ve met a few people in businesses who had never considered the quality of their copywriting. After explaining what I do, the usual response is that they’d never considered the importance of their company’s writing before. But they immediately see the benefit of improving their writing. It’s beneficial to lay these points out clearly, not because they are difficult to understand but because sometimes a business will not think of them until they are prompted to. Following from my article explaining what a copywriter does, and my video presentation covering what copy is, this article will give a brief list of exactly why good copy is important.
1. Creating and maintaining a professional image
Businesses tend to prioritise a variety of different things when concerned with their image. Resources may be devoted to logos and web-design, even colour schemes, whilst office or staff appearance is neglected. A great deal of time may go into preparing the perfect suit for a meeting and the salesperson forgets to brush their hair. These examples are extreme, but you get the point: there’s more than a few ways to make or break a professional image.
Problems will easily occur when a company concentrates on image without considering good copy. Effective, engaging writing is as important in presentation as any other aspect of a company’s appearance. It should embody qualities of professionalism that reflect the ethos of the business. It shouldn’t be sloppy, rushed or vulgar. Consider how you talk to customers and clients: if you’re impolite or waffle, you’re likely to lose a sale. The same is true if they read writing that represents your business in a substandard way.
2. Considering the audience
Your writing does not just have to be professional and neat, it has to be appropriate, too. For the most part, you never know exactly who is going to read your writing, and it will appear inconsiderate if you use humour or technical language that does not have a universal appeal. In writing, poorly received jokes, inaccessible language and unfocused messages will all distance you from the audience and make them feel that you are not writing for them. And one of the key points of copywriting is that it is all about the customer or client. It should talk to them, it should draw them in. Writing that does not actively engage the reader serves only to take up space.
3. Writing with a purpose
There should be a reason for every sentence, both for you and the reader. Your customer or client should gain value from all that you say, and that value should encourage interaction with your business. When writing to inform, everything you say should add information. With writing to sell, everything you say should encourage action. Your writing should work for you, providing a service, it should never just be there for the sake of it.
4. Good copywriting demonstrates value
If you get those first three points correct, then this one should fall into place on its own. Good copywriting demonstrates to the client that you are worth doing business with. It should convince them, by the quality of your message, that you can be trusted to do this service. If you offer the information a customer is after but your writing is clumsy, they may appreciate your solution but seek someone more professional to fulfil it.