Copywriting, simply put, is any and all writing done for the purpose of advertising or marketing a business. Copywriting is your voice, and it can make or break your brand. 
When we talk about writing copy, this could mean a blog post, text on a webpage, an email newsletter, a white paper, a video script or even a good old-fashioned billboard. Sounds simple, right? Let’s take a closer look… 

Copywriting builds customer relationships 

In reality, copywriting is a complex process where, through a laser focus on the audience, you’re persuading folk to stick around and engage further with your business. The substance of your copywriting can show a customer that you understand their pain and reassure them that you’re an expert in providing exactly what they need. 
Meanwhile, the tone and language used can be crafted to match your buyer persona and really resonate with them, whether they’re a no-nonsense businessperson or a laid-back green tea enthusiast. If the copy communicates in a way that the reader can understand and relate to, you’re on the right track to driving new business. 

Copywriting builds your brand 

Having that characteristic style and staying in tune with your customers across all of your written communication is massive when it comes to keeping your brand consistent. 
We all know how important branding is for managing customer perceptions, increasing awareness and maintaining customer loyalty. It’s another blog in itself. So, whether brochure or blog post, with copywriting you can easily weave your unique tone throughout all of your content. Your readers will constantly build up that image of whether your business is good for them and, if the copy is sending all the right messages, your brand presence will only become more powerful. 

Copywriting gets you found 

Good copywriters don’t just write for humans, they also bear in mind some other important readers, namely search engines. It’s all well and good having content that resonates with a reader, but if search engine algorithms don’t pick up on your content, they’re not going to show it to anyone. 
Solid copywriting makes frequent use of keywords and subheadings for search engines such as Google, whilst still ensuring that the content flows well for humans. The more relevant your content is deemed to a user’s search query, the higher in search rankings it will appear. Optimising your content for search engines in this way is known, funnily enough, as search engine optimisation (SEO). 

Copywriting drives business 

At the end of the day, copywriting is all about eliciting a response from the reader. The more relatable they find your content and the more time they spend enjoying everything your brand puts out there, the more likely they are to answer a call to action, which typically asks the reader to buy a product, sign up to a service, or simply find out more. 
Ultimately, if your business has strong copywriting with a unique, relatable tone, a consistent brand and good SEO, a response is far more likely. 

What next? 

If this all seems a bit too daunting to carry out on your own, head on over to our contact form and drop the Penguins a message. If not, stick around and read a few more blogs, as there’s always something new to learn. 
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