Tips, news and views from Green Light Copywriting

Why copywriting is the business advantage too many companies overlook 1 May 2025

Copywriting continues to be underestimated. Judging by conversations I’ve had recently, there is still a lingering perception that content is purely about communicating product or service content in the most appealing way. Yet there is so much more to copywriting than that. Wondering what it can do for you and your business? Here’s a reminder about why a strategic copywriting approach is the business advantage you need right now:

Showcase yourself as the expert

Who wouldn’t want to be seen as an expert or thought leader in their industry? Create more value from your copywriting approach by developing content that showcases your specialist knowledge – and how you can help people. Share insights drawn from your own experience to highlight what you have to offer.

Sell before you sell

Selling starts long before the transaction itself. Despite that, too many companies still miss out on the value of strategic copywriting. Their content is often pushed out reactively rather than being linked with business goals and sales cycle. A more carefully honed copywriting plan can help you sell your services and products sooner rather than later.

Inform and inspire your employees

Copywriting can help inspire your employees as well as your potential customers. When it’s done right, you can apply a copywriting approach that connects with your entire team, whether you have a workforce of 7 or 17,000. This means using content within your communications to reach out more effectively to your employees. While for larger companies this could be an employee intranet, for smaller businesses, it might be about involving your team with the development of a new brochure or the creation of a new website. The secret is to find ways to strategically involve your employees.

Define yourself as the best choice

It’s tough getting heard amid the herd. Use the copywriting process to clarify what it is that makes you the best choice for your customers. This will add value to your whole approach and how you connect with people. By asking yourself what differentiates you from the rest and why this matters to customers, you can create a stronger approach, both in and outside of your communications. The power of the copywriting process? It provides valuable thinking time to help you clarify the messages that will make you stand out.

Click with customers

Copywriting is often overlooked as a value creator. But what’s more valuable than connecting with your customers? Done right, your copy can help you create more meaningful relationships with your customers and keep them coming back to you. Instead of simply creating content around selling yourself, add value by providing content that answers your potential customer’s questions. Plan your copywriting process around the kinds of issues that affect your existing and potential customers. Provide answers and feedback to their business problems. You’ll have connected better with them and gained even more value from your copywriting approach.

Thrive in times of change

Change is a fact of (business) life. Used right, your approach to your copy can strengthen your business in times of transition. It can achieve this in several ways. One is that you can use your copywriting approach to fine-tune the detail of a change – whether it’s a shift in what you offer or the creation of something entirely new. Another way is to use your content to keep your employees and your customers in touch with what’s happening and nurture them through that tricky period of development.

Celebrate your achievements

Another important way to add value through copywriting is to tell the world about your achievements. Maintain this consistently and you will actively build a credible profile both on and offline. This doesn’t just have to be through blog content. It could be through email updates or guest blog posts or something else altogether. The trick is to make it current, interesting and relevant to the people you publicise it to. Doing this will add value by strengthening your business profile.

Create a powerful sales portfolio

The value of copywriting lies in both the short-term, immediate response to new opportunities as above, but also in the long-term view. Combine your copywriting approach with your long-term business strategy and you can develop copy that supports you as a company. Create added value by developing a powerful business portfolio of content. This is something that can be live and online – or offline and ready for important occasions. The secret is to match your copywriting plan with your overall business plan. What resources will support you in the next few months? Is it targeted case studies to show a potential new client – or a pre-prepared presentation for a new group of clients?

Highlight the way forward

What’s your plan for the future? Do your customers understand where you’re going next and how you can help them? For both new innovations and existing companies, the copywriting process adds value in another way by highlighting what you stand for and where you want to be in the future. Your content can help to clarify exactly what you want to achieve, by combining your key messages and inspiring your customers about what you have planned.

Make copywriting count for your business

Done right, copywriting isn’t an odd-on or an optional extra; it’s a catalyst. By working with a trusted freelance copywriter, you can transform the content and the content development process into an approach that could benefit what you do in many different ways. Avoid underestimating the power of copywriting and your potential customers will be less likely to underestimate you.