The ultimate answer Tuesday April 14, 2009
No, copywriting is not the ultimate answer. That’s 42. Copywriting can’t give you the answers to everything – but it can be a smart response to some niggling communications problems. After more than six years of helping people put their content together, I have seen some big copy-related questions emerge. Recognise any of them?
What do I want to say?
Copywriting can help you work out what you really want to say and what order to say it in. Sounds straightforward, but this step can make all the difference between people responding to you – and forgetting you.
How do I say it?
A copywriter can help you decide on a voice for your communications. For example, do you want to come across as serious, chatty or quirky? These approaches can all work well in different contexts. A distinctive voice can also help you stand out from your competitors.
How do I make it interesting?
You know what you have to say is interesting. After all, you’re telling people what you have to offer. All you need to do is say what you do and how you do it, right? Copywriting plays a more contrary game, turning things around to make sure you engage people, rather than just tell them.
How do I make it credible?
Trust is a tough thing to earn. Especially from a distance. The smallest flaw in a written first impression can undermine your message. Somebody out there has done the research and found that poor spelling and grammatical errors have a measurably negative effect on a person’s opinion of a business. Aside from making sure your content meets the rules, (and breaks them sometimes, with good purpose), copywriting can combine the right kind of words and tone to give it an appealing credibility.
Are you looking for some answers? I’d be happy to help with the copy-related questions (and I can have a good try at the other ones).
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