It’s hard to quantify the value of copywriting to a business. You could tell a business owner that you could deliver a magical formula of words that would boost their bottom line by 20%, but you would be lying and that wouldn’t be fair. What businesses fail to realise, in their rush to reach that bottom line, is that before you can sell, you need to know what to say, and that’s the value of copywriting.
Investing in Copywriting
If you’re willing to take the time to figure out what you’re about a business, then you will stand out above other companies who did not invest that time. When I do copywriting for a business, my goal is to help them figure out what they want to say, and how they operate either differently or better than their competitors. The content that the copywriter creates gives them a foundation that they can then build into a sales strategy.
In the coming weeks, I will be helping a company go through the process of figuring out what to say and how to say it. I will be creating a service manual, which lays out the fundamentals of the company, so the staff can refer to it in their communications with customers. It will essentially help them figure out what to say, and they can use it to create content. I will also be compiling a style guide, with guidelines on the types of words they can use to describe their company. This guide will tell them how to say it.
Defining Your Message
The goal of the service manual will be to define the company’s core message, and how it delivers on this message. Every company has a goal, a mission behind all the activities it does. Successful companies recognise that behind every business, there is passion and purpose, and the core message crystallises that passion and purpose. The manual then elaborates on how that message influences the company’s activities, how they go the extra mile to deliver customer service, and how they enhance their customers’ lives.
Saying It With Style
In general, a style guide aims to ensure that an organisation uses language consistently, so that their content looks professional. This short style guide will help the staff decide what wording to use when they’re writing their content, the tone they want to adopt and how they will refer to their company. Will they say “we” or will they use the company name? It will also ensure that they are consistent in how they lay out that content and how they use grammar and punctuation.
Copywriters, how do you convince businesses of the power of words to sell? Business owners, have you found copywriting services to be worth the investment?