Every word that is communicated by your business counts.
Whether it is a blog, a newsletter, or a business profile, you need to make sure you tell a consistent story across every platform, and remain on-message and on-brand. That’s where a professional copywriter comes in.
Before you get started
Before they sit down to write, a good copywriter needs to know where the copy will be going – is it a newspaper editorial or a LinkedIn blog – or can it be re-purposed to be both?
They will need to know how it fits with other marketing and communications activity, the commercial objective of the communication, the audience, and the tone and style of your brand voice. This information will help to guide your copywriter on the language they choose, such as the level of formality and sentence structure. It will also set the scene for the communication – the why is just as important as the what.
Don’t forget the details
When it comes to content, we always say the more, the better. Don’t skimp on the details. Your copywriter can select the key messages as the diamonds from the rough and prioritise the content to align with your audience’s hierarchy of needs; what they need to know.
A fresh perspective
If your copywriter also has a strong business and marketing background, they can double as a potentially reputation-saving sounding board for your communications – an outsider’s perspective of how your message might be perceived can sometimes be quite different to what you wanted to say in the first place.
Keeping it simple
They can also help to clarify your messaging to a mainstream non-expert audience. The general rule of thumb is to write to a literacy level of a 12 year-old. This means simplifying complex concepts, steering clear of acronyms or industry jargon, and leading the reader through each step of the story in a clear and succinct, but engaging way.
The value of long-term partnerships
While many business communications can be proactively managed, such as monthly e-newsletters, and annual stakeholder reports, there are always those reactive pieces that require urgency. By partnering long-term with a good copywriter, they will be able to learn about your business and goals, and be able to confidently write in your brand voice for every communication – even those instances that require diplomacy and a certain amount of delicacy in messaging.
Writing as your brand voice will become second nature to your regular copywriter, meaning that the copy will become more and more aligned with your business, and they will be more time-efficient the longer you work together.
Telling your story
A good copywriter is a storyteller. They will write each communication as a story – weaving together all of the above into a single piece of content to connect with and engage your audience.
At The Word Lab, we are experienced storytellers and can partner with your business to make sure you are telling the story you want to tell, to the right people in the right way to help achieve your business objectives.
If you’d like to chat about how we can help to tell your story, get in touch!