So, we’ve all been there. You walk into a bar, spot an attractive member of the opposite (or same, if that’s your thing) sex at the bar, take your chances and strike up a conversation. But it soon becomes apparent that what’s going on between their ears is the sum total of nothing. What a disappointment.
In a world of selfies and botox you’d be forgiven to thinking that all anyone cares about these days is appearance. But you’d be wrong. Your website and adverts can look stunning, but if your copy doesn’t speak to your target audience in their language and doesn’t engage them, it was a wasted investment in design.
But how can you go about creating a brand for your business? You may think you already have one – you’ve got a logo and brand font after all haven’t you? But a brand is so much more than that. Wiki says…
A brand is a set of marketing and communication methods that help to distinguish a company from competitors and create a lasting impression in the minds of customers.
It’s about what you look like, sure, but it’s also about who you are as a business, what you stand for, how you talk to your audience (both in terms of tone of voice and channels selected) and what you say that create loyalty and customer engagement.
OK, so now you know you need a personality but how do you create one? Fret not, it is much easier to create a business brand than for Tina at the bar to develop one. Take a look at the three steps to creating a brand personality below to get the juices flowing…
The main thing to remember when applying your brand’s personality is consistency. At every touchpoint and across every channel your tone of voice should remain the same, so make sure it’s something you’re comfortable with and can stick to before you start using it.
So before you head to the virtual bar that is marketing make sure you’ve got your brand’s personality down. Know it, live it, breathe it.
Before I launch into sharing my thoughts and insights on content creation with you it feels only right that we get to know each other a little bit first. Think of it like a date. I buy you a drink, we chat, if we click perhaps we move things along to the next level and get down to the nitty gritty of content marketing. Of course if you don’t like me there are zillions of other blogs you can read. The choice, as with most things in life, is yours.
So, last week I officially left my day job. I am no longer a gainfully employed Communications Manager, I am now fully embroiled in freelancing. And I couldn’t be happier. This is something I’ve wanted for a long, long time. Content-ment.
When selecting the name for my freelance copywriting business I spent forever running over the endless options before me and how to refer to what I do: copy?, communications?, writer?, wordsmith? But then it clicked, and with the addition of my initials I had something beautiful, a business name that 100% reflected what I wanted to achieve through my move from employee to self-employed. ‘I am content’. AM Content. Nice.
The idea is work-life balance. Well, isn’t it always? But swapping a 90 mile a day commute for working wherever I may be was attractive enough without factoring in being able to work around my 9 month old. But that’s not all. I also wanted to reconnect with what I love. I wanted to write and create and make something worthwhile that would be truly appreciated and valuable to my clients. And I feel like I’m starting to do that.
So here I am, a few months down the line, with a wonderful little website, a couple of social media pages and a fair few jobs rolling in. It is early days, and I have so much I want to do and share, but we’ll have to save that for date number two. So for now, please take a look around my website and see what I’m about. Oh, and if you want me to replace that imaginary gin and tonic in your hand with a real one (or perhaps just a latte) I’d love to chat.
Image: Didriks Aarne Glassware
So, you want your business to be taken seriously. You’ve splashed out on a beautifully designed website and you’re all ready to take the online world by storm with the best website you’ve ever seen. But then you realise that you don’t have any copy for your website.
You think to yourself ‘I can write, I know my business, there’s no reason why I can’t pull something together’. And so you do. But your website fails to convert sales and you’re left wondering why.
I can tell you why. No matter how great your website looks it’s the web copy that will sell your products to your customers. That is why using a professional web copywriter means the difference between success and failure and whether your fantastic looking website delivers a return on investment or not.
Not convinced? Here are 5 reasons why you should use a web copywriter:
1. SEO – Search Engine Optimisation
Before you can sell to your customers, they have to be able to find you. When it comes to writing copy for websites, a copywriter knows just how to write great SEO content that will make sure potential customers can find your website easily.
2. Look professional & sell
But it’s not just about your Google ranking, it’s also about appearing professional to your target audience. Three quarters of web users say they notice the quality of spelling and grammar on company websites and 59% say they wouldn’t do business with a company who made obvious spelling or grammar mistakes (source RealBusiness). So, bad grammar can be bad for business.
3. The hard sell
You may know your product better than anyone else but that doesn’t mean you know how to sell it better, especially when it comes to the written word. Using a web copywriting service means your content will be well structured, appealing and will make sure your customers know exactly why they need your product.
4. Keep it brief
It’s much harder to sell something in 10 words than it is in 100, but that’s what trained copywriters do – pull out the key messages, structure effectively and cut out the chuff. That is essential to draw them in when the average person spends just 10 seconds making their mind up whether to read the rest of a web page (Nielson Norman Group).
5. Make it shareable
The better the quality of the content on your site, the more likely it is that your customers (and others who stumble upon it) will share it on social media. A few well-placed shares will increase your web visits massively, as well as increasing the reach of your brand.
Plus, deciding to use a copywriter means you will have more time to focus on what you do best – running your business!
Originally published on Westfourstreet.com as a guest blog