30 July 20
Copywriting, in its definition, means writing with a practical purpose. It is to communicate with the target audience, not only inform them but also to encourage them to take action. In most cases, the writings done are for commercial purpose. Readers are expected to be at least aware of and, at its best, try or purchase the product or service offered. That is the purpose and that is how copywriting is required for brands. The deliverables varied from content for advertisement, brand and product naming, scripts to different kinds of marketing collateral. They serve as tools for brands and businesses to assist their needs and complete their brand plan. Slogans, taglines, brochures, leaflets to name but a few are how businesses communicate. Since most of today's business strategies require the right copywriting to craft their brand, copywriting should always be part of the plan from the get go. Jim Edward, editor-in-chief of Insider's news division, states "The headline starts the entire sales process." Writing the right thing is the first step to open the right door, the copywriting should really be head-on.
Brands deal with formulating and establishing identity, building ideas, creating concepts, identifying challenges or opportunities, and taking multiple approaches in content creation. In other words, it deals with creativity. Copywriting, along with the right design, offers a fresh look and different perspectives of a thing. It involves a lot of reference collections, information, questions, answers, and more often than not, imagination. It aims for brands to achieve a certain reach or reputation, and is still a creative work at heart. It runs on inspirations and insights. The right copywriting would inspire the target audience and give insights to the market. Miguel Ferreira writes "Copywriting is a conversation", and as it is, it needs to be relevant. The words should be from audience' perspective to be engaging and well accepted. It is the why behind people buying a product, they buy it because they find it relatable and that is the role copywriting plays.
Brands who pay attention to their copywriting would know how to communicate better with their market, and their market would find them well-articulate. Agencies and brand consultant, Milestone for example, help brands to utilize copywriting effectively in their business, involving different aspects of laying the groundwork for projects, formulating the overall strategy, and determining the next step.