I was talking to a young woman who was thinking through her career options. She was good at writing (I’m sure you can relate) and was interested in copywriting. Her big objection to it, though?
“Yeah, but I want my job to really mean something.”
She had no idea how much she didn’t understand.
People tend to think of marketing and sales as bad things; “forcing” people to buy things they don’t need.
Why Copywriting is So Powerful
Copywriting is about connecting people who have a need to that solution to that need.
Copywriters do that by using words that resonate with the audience, and then crafting a message that contains the key points that audience needs to hear.
Sure, some needs are greater than others. A mother-to-be with prenatal complications who needs to find a hospital with a great prenatal and natal program has a pretty serious need. A mom and pop business owner who needs to find a fast and cost-effective shipping service has a need that’s maybe not as serious, but still pretty darn important to them.
Why Businesses Need Copywriters
Here’s the thing: Without that effective communication, without copywriting, people would have a harder time finding solutions to their needs or problems.
I’m not in the least exaggerating when I say that businesses have folded because they were unable to convey their benefits, and convey them in a way that made sense to consumers. And if those consumers can’t find that business that perfectly meets their needs, they lose out, too.
Businesses need solid messaging to:
- Build relationships with their target audience. Good copy has the power to create customers that are loyal to a brand. They identify with the brand voice and style and, often, the ethos. All of this is communicated via messaging.
- Creates trust. Having cohesive messaging across channels is essential to building trust with your audience. If you’re inconsistent and saying multiple different things multiple different ways, you’re going to confuse your audience. They’re not going to know if what you’re saying is true and whether they can believe you. A skilled copywriter can ensure the messaging and voice is consistent across channels, building that know, like, and trust factor.
- Sell products. Yes, ultimately, effective copywriting leads to sales. But we’ve said it before and we’ll say it again: it’s about connecting the right people with the right solution.
Copywriting is crucial to a robust economy. But it’s also crucial to helping your average person find things or services or people that help them, make them happier, or make living easier.
It’s crucial to helping small businesses stay in business. It helps these businesses employ more individuals as they grow.
Copywriting isn’t just “writing banner ads.” It’s creating connections that help businesses grow and lives improve. Copywriting matters. I don’t just enjoy it; I’m proud to do it. And, if you’re a fellow practitioner, you should be, too.
Your Turn! How have you seen the power of copywriting in action? Let us know in the comments below!
Last Updated on July 4, 2023