Three copywriting questions no evolving business should ignore 14 March 2016

The ability to adapt to changing circumstances is essential for all businesses. Sometimes, a change in identity can leave a company’s copywriting approach sadly overlooked. In my experience of copywriting for everyone from sole traders to international names, I’ve seen the risks companies take when they’re looking to upgrade.

If you’re planning to adapt your business, here are three important questions to ask about your copywriting strategy:

1. How do we bridge the gap between our old identity and our new one?

The secret of a great copywriting approach is to tell a memorable story about your business. Look at how you can tell a credible tale that helps to retain your existing clients, but also provides space for your new prospects to get excited about what you do. What can you do to relate back to your own ‘old’ identity in a way that feels consistent yet which works for your target audience? Beware the risks of the sudden rebrand in which you leap boldly into your new identity without connecting with the great stories and associations from the previous stage of your evolution!

2. What’s the best way to plan a transition from then to now?

I’ve noticed this copywriting faux pas many times over the years I’ve been writing for business. It might be that a company sends out just one email to let clients know that they have changed brands, then updates their website and…that’s it. Or worse, they focus on the change, without changing their content. Then there’s the piecemeal content approach which can create confusing inconsistencies. A stage by stage rebrand can work, but only when it’s done strategically (as with all copywriting for business).

3. Does our old tone of voice still match where we want to go next?

Your tone of voice is the core of your company’s copywriting strategy. So if your previous copywriting style no longer fits, you need to think about what you can do to adapt it so that it works for your new product/service and audience. Your new identity may also call for a move to social media or a brand new blog so you’ll need to consider how your copywriting approach will fit with these.

By Camilla Zajac, Green Light Copywriting, Nottingham, March 2016

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