We all understand the importance of imagery and visuals in conveying a message or mood – even if we don't necessarily like or appreciate it. It's something you just inherently know.
Copy is similar. We can all identify technically 'bad' copy: awash with poor grammar, spelling mistakes, overly detailed, or sparse to the point of pointlessness. But what about 'good' copy? Can you tell when something's been well crafted, where every word is considered to have maximum impact?
Over the next few weeks, we'll be publishing a series of articles delving into the captivating world of words and exploring how they can impact your brand's and business's success. We'll examine the SEO implications of copy, the different platforms that copy appears on, including print, websites and social media, and how it can work in tandem with design to convey information, emotion or humour. We'll also touch on important considerations such as tone of voice, choosing the right idioms or colloquialisms, and even the length of your posts and paragraphs.
But first, what is copy?
At its most basic level, marketing copy is written or verbally communicated content that serves a specific marketing and advertising role, typically to get a target audience to engage with something. But, when used effectively, copy can be the ultimate marketing tool. You see, copy isn't just about words on a page. It's an art form; combining creativity, strategy, and psychology to grab attention, invoke a response, and compel action. Even if that response is a short chuckle, a memory conjured, or a new one created.
Great copy should take the reader on an emotional journey, even if they don't realise it. You want to connect with your audience; they should feel like they know your brand (or want to know it), what you stand for, and what your offer is.
This exacting ethos extends to everything your organisation creates; from the captions on your social media, to the pitch you put in your sales deck, and everything in between. Copy is the embodiment of your brand personality, and that is reflected in both your tone and the length of your copy. Take, for instance, Innocent Drinks – that fun, 'quirky' irreverent personality is present in everything! You wouldn't ever see the same tone of voice used by a pharmaceutical company, and if you did – would you trust them?
Knowing your audience and the market you operate in will play a role in how you decide to communicate with them. Get it wrong, and you could be underplaying the expertise of your organisation, or even risking brand reputation. That's why copy is so exceptionally important, and finding someone who is able to navigate the nuances is a valuable investment.
Next time, we'll take a closer look at how copy can support your marketing objectives through SEO and the use of 'keywords'.
