Copywriting. It ain’t the same as copyright-ing (that’s a whole other bag of badgers), but it’s easy to see where the confusion lies.

If you want to protect your intellectual property, then a ‘copyright’ expert is what you need.

But… if you want to get your brand noticed – by the right people, at the right time, via the right channel – then go get a copywriter.

This is especially important if you’re looking to drive sales and gain market share, but…

“I know my business better than anyone else”

Well, yeah… but when it comes to articulating your brand in the form of words, often, as a business owner or founder, it’s easy to become too ‘close’ to what your company offers. You need some perspective.

You need someone who can clearly explain the value your business provides to its customers and…

“I know my customers better than anyone else”

No doubt about that. You know what customers love about your product or service. And which features and benefits they like most.

But copywriting isn’t about you. And if you’re driving new business, it’s not about your existing customers either.

It’s about speaking to new prospects. Actually, not just ‘speaking’ to them: luring them – attracting and earning their attention across an ever-expanding ecosystem of digital platforms, search engines, social media services, and…

“But why do I need to ‘sell’ to those looking for my business?” You have plenty of competitors right?

Not only that, but if you’re a Microsoft partner, or B2B company (or both) you’ll know that selling, say, a SaaS subscription takes time. Several months or more. It’s not like buying a candy bar.

We’re talking about considered sales. These rarely happen overnight. So, you need to keep showing prospective customers that you understand where they’re coming from, what they’re up against, and get them better acquainted with your brand. The way you do that is…

“I can write my own slogan(!)”

Yup. And it might even be a good one.

Given the sheer number of sales and marketing touchpoints out there, the need for a consistent narrative across all of them, and the importance of audience engagement, a simple slogan ain’t gonna do a whole lot on its own.

But consider that copywriting is everywhere. It’s in your brand messages (which, true, can involve a strapline or slogan), it’s the words on your website, in your app itself, your online ad campaign, your social media stories – your video script, even…

“But still, it’s just a case of following a set format”

It is… however, the formula, structure, or information hierarchy you use when copywriting will vary between different formats.

For example, PR people will wax lyrical about the ‘Inverted Pyramid’ – placing the most important information up front (after all, they’re trying to ‘sell’ their story to a journalist).

Similarly, digital marketers will reference the ‘TIPS’ or ‘AIDA’ approach to creating engaging web copy.

But ultimately, what works – across any content form, platform, or media channel, is knowing and directly addressing:

  • Who you’re talking to
  • What you want them to know
  • What’s important to them
  • What you want them to do

“I could do that myself!”

Maybe… and perhaps you should. After all, it’s your authentic voice that prospective customers need to hear. But haven’t you got other things to do? You can do anything, but you can’t do everything.

That’s why you need a copywriter – someone who can roll out the ‘digital red carpet’ – to invite prospects into your world, give them a reason to take a closer look, and a desire to stick around to find out more.

Copywriting is a way of drawing in customers. And how do you attract new customers? By doing something different and engaging. Even in B2B. Especially in B2B and tech!

When what you do isn’t immediately obvious; or is easily masked behind a veneer of complexity, you need to make your point of difference even more distinct.

And given that so much technology is increasingly aimed at non-IT audiences – to finance, HR, design, marketing professionals – there needs to be a stronger case for making it more accessible. More… human.

So, think of copywriting as a way of engaging, entertaining, and enticing new customers – not bashing them over the head with stats and facts or boring into submission.

Not convinced?

We understand. But we’ll see you around: you can be sure of that(!).