WHY IS COPYWRITING IMPORTANT?

Why is copywriting important? Howard Gossage, a Mad Men-era iconoclast known as “The Socrates of San Francisco,” emphasized the importance of good copywriting more than 50 years ago.

He was right, and that still holds true.

Why should we spend time on something that doesn't interest us? Every day, from the first sip of coffee to bedtime, we are inundated with information from brands ranging from car insurance to soft drinks, news and political campaigns. It's exhausting and smartphones only make it worse.

When developing a brand, your message is crucial. In today's media landscape, how can a company stand out and reach its target group?

There are multiple answers: respect your audience, understand their needs, use strong design, but clear, concise and well-written copywriting is essential.

What is copywriting? It is the art and science of strategically crafted texts that move people to action. Copywriting includes everything from billboards and TV spots to websites and social media posts. It is distinguished by its ability to stimulate action.

Although copywriting and content writing have similarities, they are different. Copywriting focuses on direct action and sales, with a clear and persuasive tone. Content writing, on the other hand, provides valuable information or entertainment without a direct call to action. Content writing can help with SEO and brand awareness, especially with original content within your area of expertise. It attracts visitors to your website or social media, which can lead to conversions.

The importance of copywriting cannot be overstated. Think of the last time you visited a beautiful website with weak copy. Sloppy mistakes or unclear messages can leave a negative impression, causing visitors to quickly leave.

Good copywriting not only reflects your company's core values, but also appeals to your target audience and creates a lasting impact, making them more likely to connect with your brand and take the desired action.

Focus your copy on your customer, not on your company. While it's important to talk about your company history and values, you should keep the needs and interests of your target audience top of mind. As Howard Gossage said, “People read what interests them.”

You define your brand voice by asking yourself how you want consumers to see your brand. Your brand voice should be consistent and true to your company's values and personality, and promote a human connection with your customers.

Every line of copy must have a purpose and make an impact. Make sure that your texts are clear, purposeful, insightful and convincing. You only have one chance to make a good impression.