Why Words Matter (even if “no one reads”)

If “no one reads,” why is copywriting valuable? What are the words on the page, digital ad, or blog accomplishing? What, exactly, does a copywriter do, and how can you best work with them? Sometimes the lines seem to blur between writing, SEO optimization and designing. Since communication is especially key right now, let’s take a moment to revisit the value of copywriting.

A copywriter’s job might fly under the radar, but it’s one of the most essential jobs of the agency. Think of the copywriter as the messenger between your brand and your customers. It’s their responsibility to interpret the more complicated or technical parts of your business and translate them in a way that’s relevant to your audience, and more importantly, in a way that moves them to act.  This “action” is the biggest difference between SEO and copywriting: SEO doesn’t empathize with your audience or inspiring feeling. Well-written copy does. Copywriters create brand stories that demonstrate an inherent understanding of your target audience’s desires. Once the copywriter understands both your brand and your audience, they can then craft stories that link the two together. They are part entertainers and part salespeople—searching for the perfect balance of product information and emotional appeal. And when they find it, their writing will move your audience to action.

The best brands understand that their messaging can do more than just inform—it can inspire. And while many of us can write, not all of us can write well, and even fewer can write copy that inspires. So how can you make sure you’re working with a copywriter in a way that results in great content? The best thing you can do is familiarize yourself with the copywriting process. Give the writer as much information as possible, especially if they haven’t worked with your brand before. That way, they can start to understand (or create) your brand voice as well as uncover and highlight details that will resonate with your audience. When you’re evaluating copy, focus more on whether it’s accurate and on-brand rather than whether or not you personally like it. Copywriters are experts in their craft, so keep in mind that you may not be part of the audience it’s written for. When you do give feedback, try to be as detailed as possible on both what is and isn’t working. For example, feedback like “this section doesn’t work,” tells the writer what section you’re looking at, but not why or how it needs to change. Through this collaborative process, your writer will be able to bring the brand to life in a way that connects with your customers.  

           Copywriting plays a key role in establishing your brand’s relationship to your audience, and great copywriting empathizes with your customers and inspires them to action. Your success as a business depends on connecting and relating to the struggles of your audience and positioning your products and services as a solution to those problems. While strategy, design, and SEO all play important roles in bringing successful campaigns to life, it’s ultimately the copy that ties the brand and audience together. Words may not be the most dazzling thing on the screen or the page, but they matter where it counts most.