Are you forgetting your copywriting POV? Wednesday July 18, 2012

It’s a good to see that many companies are clear about finding their copywriting TOV (Tone of Voice). But when it comes to POV (Point of View), there’s still often something missing.

A recent article in Marketing magazine highlighted the value of POV for companies’ social media strategy. I think that a great deal of this applies to a business copywriting approach too.

Building your POV to build business
The Marketing article mentions the value of content – and the fact that companies still focus on selling themselves, instead of creating a compelling point of view.

This is certainly something I encounter regularly in my copywriting work with businesses. They are keen to sell themselves creatively, but overlook the need to develop a distinctive viewpoint.

Five ideas for creating your copywriting POV

So what’s the key to a successful copywriting POV? Here are just a few ideas:

1. Fit the bill: Find a sustainable point of view that is adaptable across different channels and content formats.

2. Match your values: Build your POV around your company’s values – and your value to your customer.

3. Find your voice: Create a voice to match your POV (back to TOV again).

4. Don’t forget the sale: Ultimately your content is about having an impact and growing sales. So stay strategic in linking your copywriting POV with how you want to sell your business.

5. Stay fresh: Keep your POV fresh, relevant and unique to you.

Camilla Zajac, Green Light Copywriting, July 2012

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