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A beautiful photo can sell a billion holidays. In the same way, good copy captures the who, the what and the why in a way that makes your business, product or expertise irresistible.

I’ve been crafting copy for a while now, and I’ve learned a thing or two about what works. During this time I’ve dabbled in many mediums, from website copy to branding to product copy, articles and advertising campaigns and - no matter the medium - my creative approach is always the same:

When I write copy, I think of it as a vehicle.

Your customers, real or potential, have a need or desire. You have a solution. You would think these two scenarios would reach a mutual solution quicker than you can say “target demographic,” but you’d be wrong. The entire history of marketing, and as a consequence copywriting, is ensuring that those with a question know that you are the answer.

The theory really is as simple as that. In practice, it’s a little more complicated.

There are a few mechanisms an experienced copywriter will employ to ensure customers know your business/product/expertise is the answer to their question:

1. Informing the customer of their need

Sounds obvious but you’d be surprised. If you’re sick you see a doctor, but many potential customers don’t know that your product is the remedy they need, much like how if your business is under the weather, a good copywriter can be the best medicine, but you might not know it yet.

2. Why it has to be you

In the internet age, every market is a crowded market. Even once niche markets like E-cigarette juice and hand made jewellery are now up against fierce competition, so why you?

Good copy.

You might be thinking “of course you’d say that. You’re a copywriter who’s pitching a sale at me right now!” And you’d be right, but that doesn’t mean it isn’t true. Ever wondered why the Pepsi challenge effectively demonstrates that people really can’t tell the difference between Pepsi and Coca-Cola, yet somehow Coca-Cola is the clear market share winner? It’s genuinely all about marketing. Think about that the next time you order a coke and the barman says “is Pepsi ok?” Have you ever heard someone say “is coca-cola ok?”.

Be a coke, not a Pepsi.

3. Why your business is one they can believe in

You might be thinking “Hang on here, I sell multipacks of cotton earbuds; Why do my customers need to believe in my brand?”

Because it’s 2019, and that's what marketing looks like now.

It isn’t just about the product anymore; it’s about how buying that product, from that brand makes the customer feel. If your brand has personality, it’s no use if it isn’t coming across in every single word you put out. Take a look at the music business. There’s a good reason that currently magnitudes more is spent on PR than actually recording the song. This is because it really isn’t just about the product, but what that product represents. Good copy can leave no doubt in your customers' heads that yours is a business they can feel good about purchasing from time and again, not to mention telling all their friends about too.

Sure, you could write your copy yourself, just like I could re-paint my own walls, and have.

Result? I ended up getting paint all over the skirting, the carpet, and all over myself. In the end, I had to pay a professional decorator to fix up up my failed attempt.

Lesson learned? It would’ve been quicker, easier and more cost-effective had I simply hired a professional decorator in the first place. In much the same way, hiring a copywriter who knows how to elevate your business copy to brand new heights can save you time, hassle and money having to correct your copy material down the line.

Fancy a word (or maybe a few?)