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Copywriting 101: Why Copywriting Should Be #1 in Your Strategy

What makes your brand stand out? Dynamic design, superb strategy, killer content… Yeah, they absolutely play an important part of your marketing.

But there’s no wind in their sails without ✨creative copywriting ✨

What your assets say – and how you say it – is your first impression. For want of a less cliched expression, it's your shop window.

Your copy is the soothing voice they hear (or read) when they’re going through one of the decision-making process.

So make sure you sound more Adele-when-she's-singing than Janice-from-Friends-when-she's-laughing (for example).

Hot take: Great copywriting should be priority #1 for every marketing team. 

Words hold all of your marketing efforts together. They’re the glue of your output – the friendly face of your brand, with the power to change minds, engage and act.

Step one: Know who you’re talking to. Identify key personas in your demographic and explore the distinct phases of their journey.

When you've worked these out, you can create bespoke messages which are designed to speak directly to your audiences' needs at every step.

That leads us nicely to...

Step two: Roll up your sleeves and get writing. Keep your personas and phases close, as they'll guide the structure of your copy.

Using a matrix approach will make it super simple to apply the correct copy at the correct moment. Dial up the firmness of the message the closer the lead gets to converting.

And don't forget a strong email nurture campaign to keep those leads feeling seen and heard throughout their experience of your brand.

Use these quick copy wins to help you make human connections, without sounding like everyone else out there.

• Remember the point. Why are you writing this? If you lose sight of that, it’ll show. With each draft and re-draft, ask yourself if your copy is working hard to drive the action that you desire of your audience. If not? Bin it.

• Relax into your words. Uptight copy reads like a knot in your muscles. It’s painful. And unpleasant. Remember this is communication – how would you say the same thing to your friends? Pretend like nobody will read it and it’ll probably come flowing out.

• Question everything. What’s the best way to pique interest? Asking questions. Use this tool to speak directly to your audience. It’s a quick win that works every time. Can you resist relating something back to yourself? See.

• Write like you speak. There’s nothing more jarring than convoluted copy that twists, turns and terrorises your sense of simplicity. Struggle with that sentence? Exactly. If you find it hard to keep it simple, read what you’ve written out loud. You’ll quickly see what’s wrong.

The most important thing about copywriting is to inject a bit of yourself into your words. So many brands are using AI to create their marketing at the moment, which gives you the opportunity to create authentic connections with your audience.

Want to know more about how to make your copy unignorable?

Keep your eye on the blog for more in our Copywriting 101 series, or get in touch with the Net Natives creatives to explore workshop, consultancy and creative service options.