Once you've attracted interest with an image or attractive design, what is it that will hold your audience's attention? It's Content!
Many business owners don't seem to realize that their communications need quality content. They understand they have to allocate budget for graphic design, printing, or buying space online, but when it comes to content, they think they can do it themselves. That's not to say that no business owner is incapable of writing compelling copy, but in most instances, the content that's created by the sales department, or the executive suite just doesn't meet the mark when its measured against the real objective - creating genuine interest and a call to action.
Whether it's something as simple as a promotional post card or as involved as a web site, ad campaign or entire marketing strategy, getting the message right is paramount to making those inroads to success. And too often, for business owners, not recognizing the right message is a bit like not seeing the forest for the trees.
We tell our clients they have to "think like the customer". Often, that means what the sales department thinks is a selling point may indeed be a feature, not a benefit. Customers want benefits. They want solutions. They want you to meet and satisfy their needs. It also means that when creating corporate communications, they should impart the organization's vision, its goals, culture, etc., and present them in way that a prospective customer or investor will want to get onboard.
Good copywriting is an essential element of successful marketing. It's a highly skilled art that delivers words in such a way that they elicit a positive response and get people to act. Professional, effective copywriting grabs the reader's attention, holds it with a promise, builds on that promise with laser precision and demonstrates how the promise has been fulfilled.
When you're building a budget for the next marketing initiative, be it a simple flyer or an entire campaign,build in money for a copywriter. It will be the best money you've ever spent.
