Your marketing communications should be compelling, but it is not necessary for every editorial piece to have a unique selling point. You should write your copy for a specific audience, with a clear message. A piece written for too many audiences and without a clear message will just be confusing. If you feel your copy is too confusing, break it down into parts. For example, as separate news stories, blogs posts or sections within a brochure. When writing consider your tone of voice, and try to write like you are having a conversation with your audience. Writing copy does not mean rushing to the dictionary or thesaurus to use words you would never use in conservation. Your marketing communication will be more effective if you use plain english and use an ‘active’ rather than a passive voice.
For example, it is more engaging to say:
Decoco will work with you to achieve your marketing objectives, ensuring the best solutions are delivered and the right results achieved.
It is far less engaging to say:
Decoco has worked with clients to achieve their marketing objectives, ensuring the best solutions were delivered and the right results achieved.
Copywriting – headline writing
When writing your marketing communications, you are going to have to think about your headlines. Your final headline should convey your central message, but to begin with you may find it better to write this central message out in full. By writing a sentence or paragraph (anything more and I would suggest your message is unclear) you define your message. From this you can then stimulate ideas surrounding this topic and consider words associated with your central message. It is these ideas and keywords that will help you define your headline. You may also wish to consider splitting your headline into two parts, such as “Some like to follow. We like to lead”. Whilst this headline is spilt, the two parts are very much connected. Headlines can also be a combination of words and pictures to reinforce your message.
Copywriting and brand perception
In respect to your brand, copywriting shapes your brand perception and your tone of voice reinforces these perceptions. Different organisations have different tones. For example, Amnesty International’s tone is purposely provocative, such as this recent news summary:
Zimbabwe: Radios confiscated, arbitrary arrests – warning signs for next month’s elections are worryingly similar to the lead up to the 2008 election bloodshed. Prevent election violence.
Copywriting and tone of voice
Your tone of voice does not have to necessarily be the same across your marketing communications. For example, in professional services there is a tendency for tone of voice to be fairly bland,. There are, however, opportunities to inject more positivity in to your copywriting. You just have to remember that you should define your message and write your copy in a tone appropriate to the audience for that communication. For example, a blog may have a very different, more personal tone of voice than your traditional marketing communications.
Copywriting in the digital era
Copywriting in the digital era is of course different from other copywriting eras. For example, historically printed advertisements included hundreds of words, but now advertisement are much shorter, more engaging. Partly this is due to crowded marketplaces, but also objectives have changed, such as driving traffic to online platforms. Copywriting for digital platforms, such as websites and blogs, need to consider search engines and the use of keywords. The importance of keywords has changed, especially given the algorithm changes implemented by Google. Therefore, whilst keywords are important, they should not dominate your copy. The relevance of your copy to your audience is far more important to search engines. Copywriting in the digital age is also conducted more in real time, with more authors contributing to marketing communications. You need to consider your approval processes, as traditional processes may be ineffective when responding to a comment posted on social media platforms, such as LinkedIn.
Copywriting and working with Decoco
Without good content, your digital platforms lack credibility. Good content improves search results, drives traffic, increases brand awareness and converts more business. Well crafted communication should engage and inspire. Communication in all its forms is fundamental to the success of your marketing, and ultimately, your business.
Please get in touch to discuss how Decoco can assist you with your marketing communications. We’d love to hear from you firstname.lastname@example.org