A Luxury You Need to Afford

Adding a copywriter to the construction team of your website or to develop your brand might seem superfluous; a luxury you cannot afford. But is it? By reading my first blog you have established by now that being good at the thing around which your business is based, does not mean you are as good at building the language for it that will land exactly where and how (and with who) you want it to. And the fact is: you want it to land where and how (and with who) you want it to. Obviously.

Employing a copywriter, especially (and preferably) at the beginning stages of your business development, is a smart move. It means that you are leaving the representation of who you are, and what your business is, in the hands of someone who can skilfully chip away at the marble until it becomes to your brand what the Statue of David is to sculptures. Am I calling copywriters the Michelangelos of marketing? Well, if you find one who's good enough...

You know that first impressions are the most lasting. That is not to say that they cannot be reversed or altered, but it is a lot more difficult to change someone's mind than to just put your best foot forward from the outset. Give your target market the best possible chance of knowing who it is you are from first encounter. It may not be love at first sight, but it should be know at first sight. Aside from a well-made website and quality graphic design (where necessary), employing a copywriter is your best tool at being able to project a strong brand identity that will pique the interest of those to whom it is intended.

Very few products and services over the ages have been able to exist as they are and be subject to a cult following by simply being. These days, Coca-Cola need only to sit in a commercial fridge or vending machine and people will gravitate toward the iconic red (or grey) label without question. But this was not always the case. Imagine trying to sell a distinctly brown carbonated beverage to an inexperienced market, and predicting its eventual and ongoing worldwide success! Do you know what the original copy consisted of? Three words: delicious and refreshing. These same words are still incorporated into advertising campaigns that Coca-Cola runs over a hundred years on.

Everyone needs to know why they need what it is that you offer, until they've developed a relationship with it to be able to determine that for themselves. Everyone once needed to know why it is they should give the "new and popular soda fountain drink" a shot. Now, of course, they've determined that for themselves. The copy is now second fiddle to the gargantuan reputation of the product and the consistency of its deliverables.

The thing you offer won't initially speak for itself, so let me. I'm ready to carve the voice of your brand out of the stone.

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