Are you fed up with investing in marketing activity and then thinking you're not getting value for money? It's easy to do: last minute special offers, impressive looking creative approaches and persuasive sales blurb can all make it hard to see the wood for the trees when it comes to your marketing plan. Getting your business message across in a clear and engaging way should be simple enough.
The trouble is, saying it isn't always as easy as actually doing it. The right words ensure your message hits home. Whether you want to inspire, impress, explain, educate or sell; strong, well-constructed, marketing copy can do it for you. Because good marketing isn't just about image.
Copywriting is the process of writing the words that promote a person, business, opinion, or idea. It may be used as plain text, as a radio or television advertisement, or in a variety of other media. The main purpose of writing this marketing copy, or promotional text, is to persuade the reader to act -- to buy a product or subscribe to a certain viewpoint, for instance. Copywriting can include body copy, slogans, headlines, direct mail pieces, taglines, jingle lyrics, World Wide Web and Internet content, television or radio commercial scripts, press releases, white papers, and other written material incorporated into advertising media. Copywriters can contribute words and ideas to print ads, mail-order catalogs, billboards, commercials, brochures, postcards, online sites, e-mail, letters and other advertising media.
On websites, copywriting may also refer to the methods of writing and wording used to achieve higher rankings in search engines. Often referred to as content writing, it includes the strategic placement and repetition of keywords and keyword phrases on webpages. As search-engine algorithms get smarter every day, this search engine optimization (SEO) copywriting is more and more about writing for human visitors as well as for search engines, about offering fluent and readable content written in a SEO-wise manner.
Copywriting includes writing slogans, leaflets, adverts, brochures as well as copy for promotional or corporate documents, and all other requirements for new media. Web content, in particular, is becoming big business. Apart from having a creative mind and linguistic dexterity, it's important to have a commercial awareness, to see the bigger picture and be able to adapt your style according to the brief.
It isn't necessary for your copywriter to know your product or service intimately. A professional copywriter who listens and looks, who understands your business and interprets your sales message, brings freshness and vision to your assignment.
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