Copywriting

More than "Copy That Sings"

Persuasive copy first starts with knowing what your advantages are. Ask yourself, "How are we better than the competition?"

 

Is it service? More choice? Convenience? Prestige? Price? Every answer will be foundations on which you can build successful arguments. And it's important to know which ones your target market values most. Your advantages are the gateway to building relationships with buyers.

 

If there is no distinct advantage, consider how to create one. If you try, you can find weakness in your competition or ways that they underserve. Sometimes, taking it directly to your competition leads to an effective message.

 

Are you afraid of creativity?

 

Creative executions can generate positive public relations by themselves. Looking and sounding like everyone else only helps your business get lost among the competition. A creative PR strategy, ad campaign, or placement makes you stand out. And your advantages should be the base of that creativity.

Short or long copy?

 

It's the age-old argument. And, really, the answer depends on the type of product. Some people think that the higher-priced the product or service is, the more copy is needed. That's true to some extent. But also the media of delivery will have en effect, too. And, your copy should be consistent with your brand.

 

My business has... a brand?

Yes. It's true. Large or small, your business does have a brand.

 

Your brand is the summation of what everyone who interacts with your business in any way actually thinks about your business. You must consider the experience of people when they see your logo, come through your door, click your site, call you, email you, and buy from you. 

 

Where do you reside in the mind of your target? It's not just being Number One, Two, Three or Four, either. You can be to the side of those numbers, too. Ultimately, knowing your brand will help you make better connections to your target.

Favorite quote:
"Advertising should be poison gas. It should bring tears to your eyes... It should knock you out"  - George Lois