The Truth About Copywriting
Words are valuable. Spoken, they can captivate, inspire and persuade. Written down, they speak even when you’re not in room.
When written well, words can say nice things about you. When written poorly… not so much.
In marketing, words that say nice things about your company on a billboard, TV commercial or website are called “copy.”
Copy Makes or Breaks Your Marketing
For many potentially-successful businesses, sales flatten due to, literally, a lack of better words.
But sometimes, a company can blow up overnight by simply having a catchy jingle, slogan or a headline to an ad.
Consider Folgers for example. In the ’80s and ’90s, every Folgers commercial ended with the renowned hook, “The best part of wakin’ up is Folgers in your cup!” (Makes you want to grab a cup of coffee right now, doesn’t it?)
Can you picture how Folgers wrote that line? They must have thought of a dozen things to say and ways to say. Saying it just the way they did made it catchy and making it catchy drove sales.
Thanks in part to good copywriting, Folgers is still the leading brand of ground coffee. In 2019, it accounted for 25.9% of the US ground coffee market.
The Goal of Copywriting
Whether it’s a catchy jingle, billboard ad or website content, a business can flourish from potent copywriting.
Copywriting is the process of strategically writing words that influence people to take a specific form of action.
Copywriting Is Persuasive
This can be making a purchase, requesting more information, or simply subscribing to an email list. Many companies, especially advertising and marketing companies, turn to freelance writers or copywriters who are experts in turning amazing ideas into words.
To these companies, spending marketing dollars on professionally-written copy is worth every penny.
They know that readers can become so engaged in emotionally-driven, persuasive content, they don’t even realize they’ve already made a decision about a product.
For instance, have you ever gone into a store to buy a specific item, passed a sign that said something like “For a limited time only! Buy one, get one half off!” and immediately felt the urge to grab another item to buy? Was it truly a bargain? Maybe it was, maybe it wasn’t; but even so, you acted upon it. That is the power behind effective copywriting.
Better Copywriting Makes Better Website
We’re all heavily reliant on the internet these day. That makes digital content marketing a major necessity.
Companies are competing for the most web traffic and the best online recognition. Superb copywriting, especially in Search Engine Optimization (SEO copywriting) is what websites need for excellent online presence. As defined by CopyBlogger, SEO copywriting is the art of writing web page copy that is not only appealing to human readers but also specific enough to rank well on search engines.
Believe me when I say, this is no walk in the park. If your company’s website emphasizes it’s a coffee shop in Manhattan, most likely the websites of a dozen other coffee shops in Manhattan say the same thing. An SEO copywriter is skilled in highlighting keywords, descriptions, and formatting to enhance your website’s search results above your competitors.
Pretty awesome, right?
So, now that you know the truth about copywriting and its benefits, it’s time to make a decision.
Is your company or business pretty amazing, but hasn’t been receiving the recognition you know it deserves? Will persuasive phrases on a brochure or an increase in web traffic boost your business?
(It’s okay. You can make your decision after you finish your cup of Folgers coffee.)
Emerge is a digital marketing boutique firm that helps you grow your business through affordable website designs in Richmond VA. Our website designs are built to be Google-Friendly to give you the best possible chance of success.
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