COPYWRITING SERVICES

WHAT COPYWRITING IS AND WHO NEEDS IT

Copywriting is a form of writing specifically crafted for the purpose of advertising or promoting a product or service. It is often referred to as sales copy, and its primary goal is to raise awareness, educate a target audience and prompt them to take specific actions.

With copywriting, your business is looking to encourage the reader to do any of the following:

Explore (encouraging the reader to review a specific web page or document)
Buy (convince the reader to make a specific purchase)
Sign up (prompt the reader to sign up for a newsletter or programme)
Try (encourage the reader to try out a programme or solution)
Watch (motivate the reader to watch a video)
Start (urge the reader to start a programme)
Download (persuade the reader to download a document or file).

THE CASE FOR GOOD COPYWRITING

Good copywriting plays a critical role in effective communications and brand success. It also has the potential to influence, captivate and move your reader.

To understand the consequences of poorly communicated messages, one only needs to look at bad copywriting. If you have bad copy, your reader may not take the action you want them to, your story may not be communicated well, and you may not get the results you’re aiming for.

As a result, there can be irreparable damage to your brand and your search engine rankings, which may take significant effort and time to repair.

COPYWRITING AND CONTENT WRITING: WHAT'S THE DIFFERENCE?

The distinction between copywriting and content writing lies in its purpose. Content writing involves developing information with the goal of educating your audience and building awareness. On the other hand, copywriting is developing information designed to persuade and sell.

WHERE COPYWRITING SITS

Copywriting may take several forms and formats, tailored to specific communication channels and the goals of the business.

Technical copywriting
Content that provides information or guides the audience on a technical subject. It may explain how a product works, outline a step-by-step process, or provide additional information to raise awareness about a topic.

Social media copywriting
Short yet impactful messages crafted for direct communication with your audience on platforms such as Facebook, LinkedIn, X and Instagram.

Landing pages
Copywriting designed for specific web pages with the goal of converting a visitor into a customer through the use of compelling headlines, persuasive content and strong calls to action.

Email copywriting
Information conveyed via email, to raise awareness, educate or promote a product or service. Effective email copy includes engaging subject lines, informative content and a strong call to action.

Advertisements
Short-form content that usually accompanies visuals or videos, targeted to a specific market segment, to capture attention and drive desired actions.

Brochures and pitch decks
Documents, available either in print or digital format, intended to inform your audience about your company or products and services. These materials provide details about features and benefits of your products and services offered.

WHEN COPYWRITING MAY BE REQUIRED

Your decision to engage in copywriting is largely driven by your business goals. If you want to run marketing campaigns, improve customer engagement, launch new products, increase sales, or all of the above, it will be beneficial to consider how copywriting can aid in these activities.

BENEFITS OF EMPLOYING A COPYWRITER

A copywriter is a specialist with significant experience in developing the right content to match the audience and format required. The copywriter helps your business by elevating the business brand, creating a sense of interest and urgency, and compels the reader to take specified action.

An effective copywriter will:

ensure a professional approach by examining grammar and punctuation, tone and voice, and reviewing common errors that can impact your brand credibility
reduce jargon and break down complicated ideas into easy-to-understand text
help your brand develop a voice and maintain that voice consistently across all channels and media
consider Google rankings and search engine optimisation
not only write but have a strategy for how copy needs to be developed, taking into account where the copy sits and how it aligns with other content