Today, content is not more introductory writing about the company. The virtualization of businesses made it a strategic tool. Companies use content to talk about their corporate social responsibility, innovation and much more. Copies serve very specific goals. They can become a pool of knowledge for consumers about the firm’s activity, for marketers to learn about stakeholders and potential buyers. Content is also an asset which increases the brand value. The impact of a well-written copy is immense. Good copywriting today is needed for all types of businesses across all industries.
Crafting a text for the web rightly is not just about enriching it with many keywords and key phrases. SEO helps search engines to index, crawl the content, but it does not bring value to the firm’s brand and to marketing research. Given this, it is marketing knowledge is to be used to craft a good copy. Actually, the science of the market is very potent. Given the fact that the virtual environment becomes a separate market by itself, it’s crucial and wise to use concepts from this science to write a good copy. The more knowledge from this and umbrella business intellectual heritage the copywriter will use, the more effective and useful the copy on a site will be.
Marketing Concepts To Fuel A Text
A writer by himself has to have an understanding of many marketing concepts. These have to be kept in mind when writing a text. Marketing scope of the copy influences the style of writing, the scope of material presentation, and lexis choice. In a perfect scenario, the copywriter should have a Marketing education. This will be useful to create a fine piece of content. If this is not the case, the best thing to do is to educate oneself on basics of the business sciences, particularly with the concepts below:
- Audience. This is a very primary definition, good to keep in mind. The copywriter writes for people, more concretely for potential buyers. Each firm has a portfolio of potential buyers. This information includes the age, income, residence area, taste. This consumer’s portrait is crucial, because the company crafts the services or produces the goods for this particular group. Given this, the copywriter has to keep the image of a potential buyer in mind. This will allow writing to match the tastes of the audience and to find specific reasons that will make an existent or a potential consumer to buy. At the end, of the day sales are the ultimate goal .
- Service/ a product. These two concepts seem to be evident, but it is better to think those definitions twice to understand what the company proposes to the audience. Each product or service exists on the market because it is unique. It has something that makes it different from its competitors. This particularity is what has to be clearly understood by the writer. That very competitive advantage has to be underlined in the copy and introduced into different contexts. The writer has to clearly understand this uniqueness.
- Asset. This concept is partially present in the Marketing business science and is more abundant in Accounting and Brand Assets Management, but the value of understanding it for a copywriter is equally high. Any information about the company in oral or written form affects its brand asset value. Brand value is not a tangible asset but can be indirectly converted into the financial value. Not to damage, but to grow a brand value, a writer needs to create a copy which will be correct, not abusive and a copy that will underline the values of the company and will create for a company more stakeholders.
Copywriting is a synergy of many sciences today. The writing talent is hardly enough today to write for business. The business knowledge and understanding of Marketing concepts in particular are crucially important. Together with this, persuasion techniques, negotiation skills are equally beneficial for a good copywriter. At the end of the day, he/she is a facilitator between the company and the stakeholders. Such a role is not to be underestimated.