Stephen King once described writing as a form of telepathy, the art of transmitting thoughts from one person to another. And this is the very reason why we think copywriting is a combination of creativity and research.
Creativity is vital because every market is crowded these days and competition online is very tough. Businesses need to stand out from the crowd. However, there's no point in a copywriter simply coming up with any old words. If the objective is to make readers understand a key point, feel emotion and take the action we want them to, then we also need data.
Ultimately, that means understanding the goal.
Whether we're selling a product or service, trying to generate leads, aiming to encourage newsletter sign-ups or enticing email opens, we believe in starting with the aim and working backwards.
Once the goal of the copy is established, then it's a case of doing market research and getting to grips with the target audience. Put simply, knowing the words that will resonate with a consumer will greatly increase the chances of our words achieving the goal we're aiming for.
Business owners, entrepreneurs, marketing managers and anyone who has something to do with content might know what they want to say but they often can’t transmit their thoughts effectively.
It's not their fault. After all, they haven't dedicated their career to copywriting. Their skills lie elsewhere. But regardless, this knowledge gap means that meaning is lost when their brand speaks..
And no matter how big your business is or what industry you're associated with, your success will be dictated by the words and the different marketing strategies you use.
In a nutshell, having a great product or service isn't enough for long-term success. You need more. You need good copy... and we're here to make sure that you've got it.