From engaging with your customers to enhancing your brand, a good copywriter will be able to understand you and your objectives, distil your market and audience, and communicate with your audience in a way that compels them to take the desired action.
As you may have discovered yourself, this is not always as straightforward as it sounds. Sometimes you can hammer out a page of brochure copy first time within a couple of hours. At other times you can spend days agonising over a single strapline.
Creativity doesn’t come on tap. It doesn’t just drop off the end of a production line. It takes a professional to get consistently excellent results. Natural talent is a bonus but there’s no substitute for the knowledge and judgement that comes with years of experience, huge success and the odd catastrophe.
Whether a brochure, website, advertisement, sales letter, direct mail or any other form of communication with a customer, a stakeholder, a supplier, in fact anyone who comes into contact with your business – good copy should be straightforward without being simple, clever without being smug, lively without being breathless.
Everyone thinks they can write but there’s a difference between being able to put one word in front of another and being able to write compelling, engaging, interesting copy that gets to the point succinctly and achieves its goal.