Our relationship to words
Ever heard the old saying ‘Content is King’? Well it still rings true today. But with content so plentiful and easy to find, particularly online, it has become more important than ever to make sure that any content you produce is of the highest possible quality – and that it resonates with your audience.
Knowing your audience is the key. Once you know your audience, finding your voice becomes a whole lot easier. You need to speak the language of those who are looking for your services and find the right tone to convey your messages to them.
For example, consumers seeking premium or technical products and services are unlikely to waste precious seconds reading dumbed-down copy. Conversely, if you’re trying to muscle in on the Gen Z crowd, making your copy too highbrow, too wordy or too boring will have them desperately Googling for alternative sources of information (or funny cat videos).
Finding the right voice and tone can be more difficult than you think. After all, writing doesn’t come naturally to everyone. But a copywriting professional can breathe life into your brand messages and make them stand out, even in a crowded marketplace.
The pen is mightier
So here’s the scenario: you have your brand ready to roll; the logo has been designed and is looking schmick; the website is being developed; and the brochure has been mocked-up. All that remains is to create the copy that complements your brand positioning.
If you’re not in a position to do that for yourself, you’ll need to bring in outside expertise. Not every project requires a copywriter but if your budget can stretch to one, the investment in your brand’s voice is usually a sound one.
You never know who’s going to come in contact with your print or online collateral, or how they’re going to interact with it. But it’s essential to make it count, because with most consumers today you get only one chance to impress them and seize their attention. Blow that chance and their next port of call could be your competitor.
Dare to be different?
LOL, OMG, BFF, NSFW, TBT: to say that communication in the digital era has changed significantly since some of us were formerly educated would be the understatement of the century.
Grammar, prose and syntax have been indelibly altered through the advent of text messaging, smartphones, tablets and social media. Purists may despair but if that’s the language your audience is consuming, can you afford to ignore it?
At the end of the day interaction with your business is the main objective, so getting the right words to sell your brand promise is so worthwhile – even if it puts you out of your personal comfort zone.
Don’t know where to find the copywriter to help you achieve your aims? Don’t worry. At thirdegreeº we are ready and able to point you in the direction of a copywriting expert: one that speaks your language – and can convert that into what your audience wants to hear. Contact us today for more guidance and assistance with your copywriting needs.