Often overlooked in favour of a sexy new website or digital ad, the age-old skill of copywriting is still an incredibly valuable tool for businesses today.
Any business owner worth their salt will agree that a solid marketing plan is essential for growth, but if a carefully calculated strategy is failing to convert to sales, it might be time to revisit your messaging.
What copywriting is and why you should care
At the most basic level, copywriting is the written element of marketing and can be found everywhere, from web pages, emails and social media, to newspapers, letters and billboards.
Copywriting uses clear, compelling language that tells a story or evokes emotion with the end goal of convincing a particular group of readers to ‘do the thing’. This is often to make a purchase but can be any kind of conversion, such as signing up for a mailing list, watching a video, or downloading an app.
Search engine optimisation, or ‘SEO’, is the art of using specific words or phrases within your text. This makes Google happy and helps to push your website up the rankings.
Rewriting history
A lot has changed in the last 150-ish years since John Emory Powers made his name as the world’s first full-time copywriter, but the principles used by this copywriting legend still stand today. Powers used simple language, concise headlines, and – most importantly – told the truth without exaggeration.
A great example of this is when Powers was asked to write copy for a store on the verge of financial collapse. His advert read:
We are bankrupt. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow, we shall have the money to meet them. If not, we will go to the wall.
Shoppers flocked to the store and saved it from bankruptcy.
Know your customer inside out
For copy to be effective, it is important to know and understand your target audience and to set clear end goals for your messaging. It isn’t just what you say but how and where you say it, too.
Tone of voice and terminology is equally as important in written messaging. Take JD Sports, a British sportswear retailer catering to a brand-conscious audience of 16 to 24-year-olds. The product descriptions featured on the retailer’s website are worded in language widely used and understood by their customers:
Upgrade your kicks in OG style with these men's Air Max 95 sneakers from Nike. In a Black and Grey colourway, these JD-exclusive sneaks are cut from breathable mesh with leather overlays for a lasting wear.
Finding the right tone of voice to appeal to your customers is an essential part of copywriting. Get it right and you’ll reap the results, miss the mark and your audience won’t engage, or – at worst – your brand’s reputation could take a hit.
Once you have established your brand’s voice, try to keep it consistent throughout all of your marketing efforts for best results.
The good, the bad, and the offensive
Some brands are known for their clever reactive marketing tactics. Others… not so much.
Quaker Oats
When Team GB athletes put in a request for porridge at this summer’s Paris Olympics, Quaker Oats was quick off the mark with this print and outdoor ad. Short and sweet with a playful dig at French cuisine, we think this ad is ✨ chef’s kiss. ✨
Bergemann & Sohn
Berlin-based funeral home Bergemann & Sohn pushed boundaries with this controversial advert which was placed by the tracks of underground metro stations in Germany. It was met with mixed reception, with some people applauding the dark humour while others saw it as trivialising mental health issues.
Burger King
Burger King’s UK marketing team could not have predicted just how badly this messaging backfired. Posted on Twitter/X for International Women’s Day in 2021, Burger King’s ‘Women belong in the kitchen’ tweet sparked fury worldwide. Although subsequent tweets showed that this was to promote a culinary scholarship for women, the initial message had been read and shared by thousands of people and the damage was done.
So, where to begin with copywriting?
Writing for business doesn’t come easily to everyone and can be a pretty time-consuming job, especially when you’re a busy business owner, director, or manager.
Here at Ignition, we can take care of your copy and free up your time for more important tasks (or an early Friday finish, whatever works…), as well as helping you avoid any faux pas à la Burger King.
Whether you need web copy, blogs and articles, social media posts or all-round marketing support, we’d love to hear from you.
Email us or call 01706 222456 and let’s talk about how we can help your business stand out against your competitors.