Copywriting

Clients often ask us why it's necessary to spend marketing budget on copywriting when so few people read, and the copy on your Web site or in your brochure competes daily for smaller and smaller available slots of our undivided attention ? if undivided attention even exists any more, that is.

Well, there's at least only one very important reason to do it: because when the CEO or potential client that happens to have a minute totake a look at what you're putting out there, what they see had better be the best you have to offer. Even if they only have time to read a paragraph or two, you'll sleep better at night knowing it doesn't matter which headline or paragraph they happen to read or skim, because you took the time to have them all professionally written.

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Another very important reason to invest in copywriting is if your competition is doing it. You simply can't afford to be lacking in an area where your competition shines.

Good copy dances on the page and sings in your head. It invites the reader to take a peak, and holds him or her there for more. It pokes fun, provokes, incites us, sells product and ideas, moves us... anything your brand needs to be, copy can bring to breathe into living color.

A good writer uses plain English, but in a fresh, engaging and appropriate style that's never dull or cliched. He should be able to write crisp, snappy headlines as well as enticing body copy. He should know how to make a page of body copy naturally flow, and how to appropriately use bullet points instead of body copy. And he should know what a call to action is, and how and where it is used. Writers have to know how to listen as well ? he should have the ability to assess what it is you do, what you need to communicate and how to create a 'hook' that will pull readers in and keep them on your page.

The writer you hire may or may not understand some of the basics of marketing communications such as messaging and positioning, but it's helpful if they do.

Some writers will also know how to write for search engines so that Google, Yahoo and the like will find you and like you, i.e., give your site a good page ranking. Writing for SEO is more complex than simply inserting keywords into your copy. The keywords have to make sense for your target audience, and the insertion needs to feel organic and read naturally. A good SEO writer will also know how to generate relevant content that search engines ? and readers ? also love. One of the trickiest parts of SEO is getting other sites to link to yours. Key to this is creating content on your site that is valuable enough that other sites will naturally link to yours. The more referrals links, the more Google loves you. So keep that in mind when you're hiring a writer as well.

Elevata can assist you with the following types of Copywriting Projects:

• Copy Development
• Copyediting
• Naming + Tagline
• Writing for Search Engines

I'd rather pound nails in my head than write copy ? please contact me now!

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