Every big idea, every legendary brand, begins as a story. The story is sometimes deeply entwined with the personal story of the founder/owner, but the brand’s story is a distinctive story all in itself. You ought to yourself, your partners, your staff, your clients to spend time thinking about it and working it into a narrative that explains what makes the heart of your business beat.
Professional copywriting guaranties the production of the essential brand's narrative. Because its value goes way beyond making people read things. Good copywriting enhances your clients’ trust in your brand, it makes them promote your brand further.
You’re Selling a Story
When it comes to attracting clients to your business, providing the quality products and services is not enough. Your customers need something more.
Your Clients See a Brand, not a Company
Your business probably involves a lot of levels of work, from accounting, to customer service, management and so on. Your clients, however, see only thing. Your company brand.
Copywriting Breaches the Gap Between You and Your Clients
Your customers probably don’t know a lot about your business. And they don’t really have to. As long as they get the essential information, you don’t have to explain all of the intricacies of the busin
ess. It takes experience to give the perfect dosage of information.
Good Copy Is Quotable
There are some examples of excellent copy that have entered our common language. Have you ever used the expression Just Do It, in a casual conversation? Or I’m Lovin’ It? This is the power of brilliant copywriting.
The Digital World Is Dominated by Words, Not Images
Having a strong online presence nowadays is a must. According to a recent survey, 81% of shoppers conduct online research before deciding to buy a product
If It’s Good, You Won’t Notice It’s There
Good copywriting meets the reader halfway. Good copy is not about selling products efficiently, or convincing a client that your services are the best. It is to make the reader feel like they already knew all of those things, and only needed a little nudge in the right direction. Informative content needs to anticipate all of the users’ questions, and provide answers that are going to make sense to them.
Poorly written content will stand out immediately. It is hard to say what value it has, because by the time you’re done reading, it’s going to feel like the message was already there. In a way, it was. But you need a highly skilled copywriter to foreground it in your customer’s mind.
Storytelling Magnifies your Branding
Good marketing will bring people to your product, hopefully in sufficient numbers to keep doors open. But marketing alone will not keep them to return. It won’t create a bond between you and them. Solid branding will.
Branding animates your product/service, your company, your employees, and your clients or customers. When branding is strong and a company consistently focuses on the values that their story embodies, their products or services can become part of people’s lives. In the best cases, those companies can actually influence the culture of an entire business sector and beyond.
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