We’re all busy people. And that means copywriting for your organisation can end up taking second or third place to focusing on your core activities. Yet the conversations I’ve had over the years with managers and owners of many companies have only strengthened my view of copywriting as a crucial catalyst for every type of organisation. Here are six reasons:
1. The bigger picture
The copywriting conversation frequently starts small and ends big. This is because the detail required for the copywriting process demands clarity on strategy. Copywriting proves to be a catalyst in many cases because it pushes people into looking more closely at their priorities for the future. How can you verbalise your approach if you aren’t clear on where you want to be heading in the next few years? What questions do you need to be asking? In this way, copywriting frequently becomes an important starting point for organisations, instead of simply an end in itself.
2. Staying connected
A copywriting project can often turn out to be just what it seems – a clear cut, one-off project. But at other times it demands an interconnected approach to link it with the rest of an organisation’s marketing strategy. Seems obvious, yet it’s a thing that can often be overlooked. This is why you see companies with a clear message in their website copy that seems to fight against what’s being said in their brand new customer brochure. It can confuse the choices that customers make. Done right, the copywriting process helps to encourage a clear and consistent connection with a company’s overall marketing message – or to adapt and evolve from it, if growth and innovation is part of that company’s game plan.
3. Looking back
In basic terms, the copywriting process can appear straightforward. But with some information missing, it gets more complicated. Either way, copywriting to represent and sell an organisation also involves looking back. However, far forward you want to move, you need to be clear on the messages you communicate about your past and what this says to your ideal audience. This is why it is so valuable to have this insight close by at the start of the copywriting process. It cuts down on the questions (and the soul searching) within an organisation about what they so want to say about their past – and how this will help them get to where they want to be in the future.
4. Take stock
In my experience, companies often require copywriting projects to be completed at high speed. Understandably, they want copy that meets their strategy as quickly as possible. Put there’s often a brief, but clear pause along the way – the one that comes when we discuss where it is exactly they want to be going. What will this copy actually be reaching towards? Sometimes this is clear cut. At other times, a complex conversation ensues. The copywriting process proves to be a catalyst for questions about exactly who these messages are for and how they should fit with the company’s marketing style.
5. Find the message
Companies usually know what they stand for and what is important to them. But the copywriting process often proves to be the catalyst that brings it out into the light. Even a website rewrite or the CEO’s introduction to the new company newsletter can prove to be part of a transition in which attitudes and aspirations that are clear within the organisation are externalised for the first time. This has an impact on your choice of tone of voice and the messages you want to share. In this way, the copywriting process can actively help to turn attitudes held within an organisation into a clear message to the world.
6. Clarify priorities
The copywriting process often turns out to be an important catalyst for clarifying a company’s priorities. Is the main website copy the most important thing to update first if the customer email updates aren’t getting the response you need? It’s surprising how often a copywriting project can inspire a whole range of questions. What are the priorities for what a particular company wants to say? What needs addressing first? What will have the biggest impact?
Camilla Zajac, Green Light Copywriting, May 2017