{"id":6109,"date":"2018-10-15T09:00:47","date_gmt":"2018-10-15T08:00:47","guid":{"rendered":"https:\/\/www.visualagency.com\/?p=6109"},"modified":"2018-10-15T02:42:22","modified_gmt":"2018-10-15T01:42:22","slug":"copywriter","status":"publish","type":"post","link":"https:\/\/visualagency.com\/?p=6109","title":{"rendered":"A Copywriter Makes the Best Marketing Sidekick \u2013 Here\u2019s Why"},"content":{"rendered":"

Why do you need a copywriter? Because you\u2019re a business owner or marketing exec and it\u2019s up to you to increase the number of leads coming in, right?<\/p>\n

You\u2019ve learnt how to advertise on some of the main platforms like Google and Facebook, but you\u2019re disappointed by the results.<\/p>\n

You\u2019ve read the advice on how to best use these platforms to get results and you know that your product is solid.<\/p>\n

So, what\u2019s missing? Why aren\u2019t you getting clicks and conversions?<\/p>\n

It could be your message \u2013 The way that you are communicating the value of your product.<\/p>\n

Using online advertising platforms takes some getting used to. You need to familiarise yourself with all the settings and features.<\/p>\n

At first, just navigating around the interface can be overwhelming, but over time, and with the help of YouTube videos, you figure it all out.<\/p>\n

It\u2019s actually not that difficult to become a Facebook or Google Ads ninja.<\/p>\n

\"Copywriter\"<\/p>\n

The key to a successful marketing campaign has always been\u2026 Good copy!<\/p>\n

Copy is the one thing that has remained the same throughout marketing history and is the core component regardless of the medium you use to reach your target audiences.<\/p>\n

From the papyrus sales letters of ancient Egypt to the printed posters advertising “Jinan\u00a0Liu’s Fine Needle Shop”<\/a> during China\u2019s Song Dynasty (960\u20131279) to the newspaper, magazine, radio and television ads of the last century all the way to today\u2019s digital era \u2013 Copy has been the difference between marketing success or failure.<\/p>\n

\"\"<\/p>\n

\"Copywriter\"
*Warning: Reality may differ from image displayed<\/figcaption><\/figure>\n

The technology that delivers our messaging has changed, but what matters most to your customers is feeling that their needs are properly understood.<\/p>\n

To make them feel this way you need a professional copywriter to take everything you know about your business and convert it into effective marketing communication that results in action.<\/p>\n

Qualities of a Professional Marketing Sidekick<\/strong><\/h2>\n

Now, as the person responsible for the reputation of your company, you might be worried about bringing in outsiders.<\/p>\n

After all, these people won\u2019t exactly be working on the lighting in your office.<\/p>\n

These messages go out into the world and reflect directly on you, so they will have to be in line with your business goals.<\/p>\n

But, as important as your copywriter is, don\u2019t think that they should be allowed to make blanket decisions that could potentially cause collateral damage to the rest of your business.<\/p>\n

They are the sidekick after all. You\u2019re the hero of your business.<\/p>\n

\"Copywriter<\/p>\n

So where do their responsibilities start and finish?<\/p>\n

How do I make sure that my copywriter will work with the goals of my company?<\/p>\n

Ok, Ok, I\u2019m getting there\u2026<\/p>\n

Here\u2019s what you can expect from a professional copywriter.<\/p>\n

Promotes your<\/em> agenda<\/strong><\/h3>\n

As copywriters, we can\u2019t inform your business strategies. Strategic business decisions need to be made by you or your management committee.<\/p>\n

We aren\u2019t in a position to tell you which products to launch or which market segments to target.<\/p>\n

You need to tell your copywriter what you are trying to achieve and what your strategy is.<\/p>\n

It\u2019s then up to your sidekick to work with you to achieve your goals.<\/p>\n

Whether it\u2019s through traditional media, Social Marketing, Paid Advertising, Content Marketing or a combination of these, your copywriter is there to promote your agenda.<\/p>\n

*Side note: If you know what your business goals are but aren\u2019t sure how to achieve them through online marketing, you need the help of a marketing strategist<\/a>.<\/strong><\/p>\n

Conforms to your internal brand guidelines & policies<\/strong><\/h3>\n

The same is true for your brand policies.<\/p>\n

Your copywriter needs to follow the guidelines you have in place for how you would like the public to perceive your company.<\/p>\n

Simply put, this means that your core values need to come through in your communication.<\/p>\n

It would be harmful to your brand if you came across as opposed to what your customers believe you should stand for.<\/p>\n

\"Copywriter<\/p>\n

For example, if you\u2019re a company that sells environmentally friendly consumables to restaurants your values are probably going to be preservation, consideration and conservation.<\/p>\n

All values that portray a company that\u2019s big on responsibility.<\/p>\n

It wouldn\u2019t be good to come across as care-free in your marketing then would it?<\/p>\n

You need to tell your copywriter what your values are so that s\/he can blend them into your message.<\/p>\n

Writes in your tone of voice<\/strong><\/h3>\n

A big part of your brand is your tone of voice.<\/p>\n

This should be determined by who your target audience is and which tone of voice they will respond well to.<\/p>\n

A good copywriter can<\/em> help you with this because of all the exposure that they\u2019ve had to different types of audiences.<\/p>\n

If, for example, your products are targeting millennials, your brand should be inclusive and authentic with a tone of voice that\u2019s to the point and savvy.<\/p>\n

That\u2019s because millennials are like the middle child in the global family. They don\u2019t trust companies or advertisers because they\u2019ve seen enough go down to know that corporations lie\u2026 A lot.<\/p>\n

They told their parents that if they work hard and put the company first, they would be looked after.<\/p>\n

But instead, they were overworked and underpaid and had no time for family.<\/p>\n

They don\u2019t want to read about your promises or mission statement, they want to know what\u2019s in it for them and how you are going to guarantee the result.<\/p>\n

\"Copywriter\"<\/p>\n

<\/h3>\n

Gives you all the credit<\/strong><\/h3>\n

Like any dutiful sidekick, your copywriter will give you all the credit for their hard work.<\/p>\n

We don\u2019t expect to be named or acknowledged in any way. Most of our work is on behalf of others and that\u2019s fine by us. We aren\u2019t looking to be \u201cthe face\u201d of anything and we certainly don\u2019t want people to make a fuss over us.<\/p>\n

The vision was yours, we just helped you to tell people about it in a way that made them want to listen.<\/p>\n

 <\/p>\n

Sound good so far? Here\u2019s what a copywriter will actually do for you:<\/h2>\n

 <\/p>\n