Let’s face it: copywriters get a bum rap. The people who hire them don’t want to pay them what they’re worth. The people who read their work wonder “how do they come up with this stuff?” and the clients who use them never quite see “the vision.” But the copywriters grit their teeth and keep churning out, day after day, copy that ultimately sells the product.
That’s why we need copywriters, right? Most marketing professionals will tell you they can do their job and the copywriter’s job – no problem. But the reality is, copywriters are a necessity if you’re trying to move a product or communicate a message. They are somewhat unsung heroes in the world of marketing, and a main cog in the think-tank that is the marketing team.
Why? Because they do one thing, and they do it well: communicate. Writing, like painting, sculpting, dancing, etc. is an art form. Sure, most copywriters may not be on their way to writing a novel (I swear I’ll finish mine someday) and many are better than others at their jobs, but the fact remains that copywriters are master communicators – it’s what they do.
Effective communication is the key to any marketing plan. Creating the message and making sure that the message is captivating or clever enough to capture the attention of your key demographics. The message, after all, is the first and possibly only impression you may get to make. Why then, when setting a marketing budget, the first that gets left out, forgotten or even laughed at is the budget for copy. Effective writing and communicating instills a feeling of trust in a reader. Potential customers should want to know more about the product when they see your web site. They should want to buy your product after they read your sales page. Good copywriters can write and deliver a message chock full of keywords without disturbing the flow of writing and keep your audience entertained, captivated and constantly thinking. Copy is your business’s 2-D sales person; the tool that is the last line of persuasion in your sale if you can’t be face to face. Copywriters know how to communicate with target audiences and give them the information they need to turn an online shopping expedition into a sale.
Copy includes writing for all types of marketing materials:
- Web content (enhance existing or create new)
- Newsletters
- Slogans / branding
- Blogs
- Articles
- Sales Pages
- Social Media updates and notes
- Ads – radio, print, television
- Scripts
Copywriters are simply indispensible. Yet most marketing companies don’t have one on staff.
I may be biased, in fact I know I am, so don’t take my word for it. Read this blog and then make up your own mind. Before you do – ask yourself this: Are you still reading this blog?
Or, ask yourself this:
- Do You Deserve A Break Today?
- Pardon Me, Do You Have Any Grey Poupon?
Copywriters have created some of the most famous slogans in the world. Not every slogan, ad or brochure is going to go global, but a writer is just as effective on a smaller scale to effectively communicate your company’s main message in a way that leaves your audience wanting more.
Marketing plans require a kaleidoscope of efforts, not just one. But copywriting is an essential part of the big picture. Now make sure you hire a copywriter. Just Do It.
“Nobody counts the number of ads you run; they just remember the impression you make.”
William Bernbach
