Making Words Work For You: Great Copywriting

Every day we encounter words. How we engage with them depends on two things:

  • The strength of the writing
  • How it is presented


From website content to newspapers, television advertising to flyers, everyone is trying to stand out. Not everyone succeeds.

People decide to bring in a copywriter for all sorts of projects: 

Web content is now an essential part of marketing. Attracting people to your website and building relationships at the start of the customer journey is a key element of lead nurturing. A good handle on SEO will help with this.

More businesses are incorporating blogs at their websites, because regular updates mean more visitors. A blog also gives you the opportunity to really engage with customers, by providing them with informative and entertaining content directly addressing their wants and needs.

Social Media
Knowing how to present content on different platforms is crucial if you are going to achieve big followings on social media. Your blog posts and updates have to sparkle if they are to be widely shared. A professional copywriter should be able to deliver you extra clicks and boost your online profile.

E-bulletins are a powerful marketing tool when engaging with customers, and can also keep your staff informed about company news and developments. Concise, crisp content is essential.

Digital Marketing
From landing pages to infographics, there are numerous ways to win those extra sales. As consumers become more resistant to intrusive advertising, new methods of engaging with them have emerged. Mapping out the customer journey will help you decide what tactic to use, and when.

Let's not forget about traditional print. Brochures and flyers are still powerful marketing tools, and a well-crafted press release could win you space in a big-circulation newspaper or trade journal. Many publications put content online, so you achieve double the presence.

It may help you to look at the following questions when considering what you want your content to do for you:

  • Who is the copy for?
  • What form will it take - brochure, e-guide, blog, website, policy, press release?
  • Where is it to be published - internally or externally?
  • When do you need it by? 

Once you start thinking like an editor, you can begin to assess how to make your digital content work in the background, while you get on with running things. 

TIP: Make sure your strategy is closely aligned with your business objectives. How will each piece of content help you with your goals?

Louise Palfreyman

Louise Palfreyman is a writer based in Birmingham, UK. Her work has been published in Best British Short Stories and a range of literary journals.