Say It Like You Mean It!
Business → Marketing & Advertising
- Author Howard Theriot
- Published July 16, 2011
- Word count 437
Design is about telling a story. It’s a story that — if told well — will engage consumers, build your brand, and sell your products. But it is difficult to produce effective design without first putting your story into words. Which brings us to the topic of copywriting as the third installment in our five-part series on effective marketing projects.
While we often focus on visuals when planning our marketing projects, we should really consider shifting our initial focus to writing good copy. After all, the visual design grabs attention and guides the reader, but it’s the words that usually make the sale. It could even be argued that a really well written headline needs no visuals at all.
When we write ad copy we convey a personality and set a tone. We also set expectations. When potential customers visit your website or skim over your magazine ad, they can’t really size you up as they could had they met you in person. The words you choose and the tone you set when writing ad copy must project and support your brand personality while building trust. It must also remain consistent across all media in order maintain that trust.
Don’t rely on vague statements like, "Dedicated to the very best customer service". Anyone can say that. It doesn’t give your audience any useful information and it doesn’t do anything to build trust or support your unique brand position. Instead, try setting yourself apart with a statement that your competition honestly cannot make. This is key to giving any potential customer a reason to buy from you and not the other guy. Consider the line made famous by Bounty paper towels, "The quicker picker-upper." Clever yes, but also relevant and easy to remember. The message was supported with demonstration of the product doing what it does best — soaking up spills. This tagline, combined with visual support, gave Bounty a huge advantage over their competition.
Should you write your own copy? If you happened to be a smart, talented writer, more power to you! But, don’t write your own copy just to save money. If writing is not your forte, you could very well do more harm than good. Consider hiring a professional writer. In addition to the technical skills a professional writer possesses, you’ll also benefit from the fresh perspective someone outside the company will bring to the assignment.
Words, working in harmony with design, are the foundation of effective marketing communications. Don’t settle for just getting the word out, make a real effort and say it like you mean it!
Catch Light Productions
Established in 1989, Catch Light Productions is a creative agency specializing in turnkey advertising, marketing solutions and graphic design for small business, new business, and the entrepreneur.
Article source: https://articlebiz.comRate article
Article comments
There are no posted comments.
Related articles
- Do Compelling Marketing Pictures Unlock Sales Potential?
- Become an SEO Expert: The Benefits of Certification
- 8 Essential Steps for Hiring and Collaborating with Commercial Photographers
- Marketing Strategies for Mooncake Suppliers: Standing Out in a Crowded Market
- Discover The Hottest TikTok Trends Taking Over Your Feed!
- How Crypto PR Exists Beyond Traditional Marketing
- How To Automate Affiliate Marketing?
- Effective Marketing Strategies for Tradies: Boost Your Business in 2024
- The Dos and Don'ts of Creating Engaging Online Content That Keeps Your Readers Coming Back
- Unleash Your Inner Artist with Google's Mind-Blowing AI Generator!
- The Impact Of Social Media Algorithms On Marketing Strategies
- Redefining Success with a Holistic Approach to Marketing Measurement
- Dong Yuhui being accused of being racist against women because refusal to sell women's underwear.
- Creating Buzz in the Hallways: High School Advertising Techniques That Get Results
- How does social media marketing tie into a digital solution service?
- Custom DVI Cables: Everything You Need to Know?
- Diet Plan for Weight Gain
- Navigating the Dynamic Landscape of Hot Trends in SMM Panels
- Unveiling AI Brilliance: Leonardo Laboratories at the Fore of Innovation
- Unlock Your Career Potential: How Our Digital Marketing Institute Can Propel You Forward in Mumbai
- Social Media Marketing: Harness the Power of Online Platforms for Success
- Growing Your Business Online: How Gardeners Can Utilize Digital Marketing
- Measuring and Boosting ROI Across SEO, Email, & Social Media
- Navigating Challenging Business Conditions: The Power of Strategic Marketing
- Unlock Your Style: Fortnite Skins for Sale
- The Ultimate Guide to Color Grading: Techniques and Tools for Beginners
- Here Are Some Effective SEO Strategies For Startup Success
- How to Create an Effective Business Marketing Plan
- Traditional Direct Print Marketing Isn't Dead: Unveiling Its Untapped Potential
- New Age Student Recruitment: How AI is Revolutionizing International Enrollment