Why Copywriting is more than just Words

When it comes to writing about our businesses, we often feel that we’re the best person to do it. After all, we know it inside out – and anyone who runs a business must be intelligent enough to string a sentence together.

However, there are some serious pitfalls to taking on any writing project alone:

Accuracy – When you’re writing anything that goes out to the public, it has to be right. A missing apostrophe or a split infinitive will make you look sloppy and unprofessional, whether it’s in a brochure or on the company Twitter feed – and there are plenty of people willing to highlight your mistakes in public! Unless you’re absolutely confident with your written English, it’s best to get an expert to write it for you, or at least to check it over before you send it out.

Clarity – When you work in a business every day, you get used to using shorthand that you and your staff understand. From acronyms to industry jargon, these quick words and phrases go unnoticed when used internally – but that can be a real problem when you try to communicate with outsiders. Someone who is less closely linked to the business can offer a better perspective and ensure that what you are saying will have real meaning for your potential customers.

Power – Can you convey your message briefly, with the minimum number of words – and yet still achieve a powerful impact? Whether you’re writing for your blog or website, or for a brochure or business newsletter, it’s important to remember that your potential customers will not want to read great long paragraphs full of complicated words. Achieving the same effect with simple language and in half the space is a real skill. Be honest – can you do it?

Words are important. They can mean the difference between boosting your business, and spending a lot of money on marketing with negligible results. If you think your words could work harder for your business, we’re happy to give you a helping hand.


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