What should good copywriting do? It should: 1) inform; 2) provide value; and 3) be easy to read and enjoyable. The basic rule of thumb for the bulk of copywriting is to aim your text in the direction of 8th graders. Why choose 8th graders? That level is considered fairly basic; you don’t want to talk “over” or “under” readers, so good copywriters will aim for a middle ground. There are exceptions, of course, as there are to every rule. However, for basic copywriting needs, this is a desired and well-accepted rule.
It’s a Conversation
Copywriting has been described as an “ongoing conversation” between a business and its clients. When done right, copywriting can effectively persuade your target audience to push through and take that next step to: 1) learn more about your product or service; or 2) subscribe to your email list so they can continually learn more about what your business has to offer.
Marketing Your Product or Service
Marketing with great content is a powerful tool, “if” it is used correctly. To be successful with your content marketing strategy(ies), great copywriting needs to come into play as well. Copywriters need to subscribe to the prevailing ideology that written text needs to expertly crafted in such a way as to leave no doubt that the call to action your business is asking for is a “must-have” for them. In order for a content marketing strategy to be successful, it must work hand-in-hand with the creative copywriter to consistently deliver valuable and relevant content to consumers.
The successful combination of copywriting and content marketing will draw the consumer in on friendly and personable terms, while at the same time creating an urge on the part of the consumer to know more about and be more involved with your business and its products or services.