Copywriters are an incredible resource that can add immense value to your business. Whether you're working on marketing collateral, putting together web content for your website, or getting ready to publish an ad, copywriters can make all the difference in the final product. The fact is that many business owners are excellent at what they do: they are smart, hardworking, and they invest everything they have into their business, but the reality is that many of them just aren't writers.
Here's 7 great reasons why you should consider hiring a copywriter: 1. COMMUNICATION! A copywriter can put into words what you want your customers to read and know. They can communicate benefits and value to your prospective customers in a way that is compelling, engaging, and unobtrusive. 2. ERROR-FREE A good copywriter's writing will be free from grammatical and mechanical errors and demonstrate a true mastery of language. When there are blatant errors in advertising copy, web content, your blog, or marketing collateral, there are potential customers who will instantly see the mistake— and when they do, they will think less of your company. Quality writers won't let that happen because they know the rules, and they proofread their work before sending it to you. 3. THEY SUPPORT THE DESIGN Copywriters regularly work with designers and creative teams, and they understand what their role is in the process. They work well with their teammates to produce a spectacular finished product. Good copy will support and emphasize the design, keeping your audience engaged. 4. YOU HAVE MORE IMPORTANT THINGS TO DO Every hour you spend writing, you could be spending that time on working on the rest of your business. You should trust your copywriter to convey the things that you want and need written, but don't have the time to do. Have a quick meeting before they start writing — it really helps give your writer a great perspective on what you would like them to create. 5. GOOD COPYWRITERS GET TO THE POINT It's harder to write good, short copy than it is to ramble on and produce pages of drivel. Anyone can do that. A good copywriter will effectively communicate the important stuff — concisely, succinctly, and without losing the audience. 6. KEYWORDS ARE IMPORTANT If you choose a copywriter with SEO keyword experience, they can add in your primary keywords and long-tail keywords without making it blatantly obvious that they did. Bad SEO is so overtly apparent it's distracting. And your audience will bounce from your page as fast as they can if it's there. It's not as simple as just peppering the words across the page. 7. QUICK TURNAROUND TIME Most copywriters are used to working in a fast-paced environment and dealing with quick deadlines. While you might not need writing for your website overnight, a good writer can usually craft quality content in a short time. Give your copywriter an idea of when you would like something done, and your copywriter should ask if what they offer is soon enough. BE SMART ABOUT YOUR BUSINESS & HIRE A COPYWRITER. You want your business to be successful and your marketing endeavors to work. Hiring a copywriter can help make that happen. A quick word to the wise: Before you hire a copywriter, make sure to see writing samples (they should have a portfolio online of existing work) and review their work. Most importantly, make sure your personalities click. A copywriter can be a huge asset to your business who will advocate for your best interests — you want to make sure you pick the right one for you.
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Advertisers spend an exorbitant amount of money to have their ads appear during the super bowl, and with good reason: the exposure is unparalleled. This past Super Bowl, which aired on NBC this past Sunday, February 1, 2015, shattered viewership records and brought in 114.4 MILLION viewers. That's almost unfathomable. With typical viewership reaching over 100 million viewers, it goes without saying that the pressure is on for advertisers to create an engaging, entertaining, and profitable commercial. Here are three commercials that were exceptionally memorable and well worth their time slot: 1.Snickers, "The Brady Bunch" Bringing together an iconic television show, The Brady Bunch, and actors Danny Trejo and Steve Buschemi, Snickers keeps their "You're Not You When You're Hungry" campaign fresh and alive. The commercial is funny, relevant, and relatable to viewers. #EatASnickers Katie Couric and Bryant Gumbel come together once again to relive the hilarity of discussing the (capital I) Internet and the innovated BMW i3. The message is smart and perceptive, and the commercial gives it the right dose of humor. The creative team should be proud of this one. #HelloFuture SO MANY FEELS! Budweiser does it again! This ad left me choking back happy tears as the adorable, mischievous puppy gets lost, in trouble, and saved by the majestic Budweiser Clydesdales. The soundtrack for the commercial, "I'm Gonna Be (500 Miles)" performed by Sleeping At Last, is perfect; it provides an emotional element that builds with the commercial. I can't say enough good things about this Budweiser commercial — they didn't disappoint viewers who were hoping for another memorable commercial after last year's "Puppy Love" Super Bowl commercial. #BestBuds
These were my favorite commercials — what were yours? Let me know in the comments! Storytelling isn't just a marketing trend — it's a marketing revolution. Instead of employing the old-school methodology of trying to convey features and benefits, advertisers and copywriters are looking for better ways to connect with their audience. They found it.
The storytelling revolution is making advertisers a little more human and a little less Mad Men; it's making advertisements memorable and enjoyable. If you want to learn more about storytelling, check out a blog post I wrote a post for the Digital Telepathy blog, Betterment, about using storytelling in your marketing efforts. Otherwise, read on for some of my favorite recent commercials making rounds online and on TV. 5 EXAMPLES OF STORYTELLING KICKING ASS 1. SIMILAC'S "THE MOTHER 'HOOD" Similac takes this ad to the battlegrounds of Facebook by using comments commonly found on parent pages and groups as a directive for copy. Parents, and especially mothers, are presented with choosing a side on hot-button parenting issues — and when they take to their keyboards, their opinions run wild (often getting quite heated). This ad will instantly connect with anyone who has had to witness a Facebook bloodbath — and especially those who have participated in one. The best part of this ad is the ending, which reminds everyone that hey, you're a parent. Everyone really needs to get it together and focus on the big picture. 2. DOVE "#RealStrength l Dove Men+Care" I'm not sure if I just have a case of the feels or if the building music and images of dads being dads (in conjunction with me thinking about my own dad) created a giant lump in my throat and some kind of weird mist in my eyes, but bravo. I'm feeling emo after this commercial. Dove nailed this ad. While the copywriter didn't have a ton of copy to write, they nailed it. "What makes a man stronger? Showing that he cares." Memorable and relatable, this story is going to make viewers think of their own dads and the Dove brand is going to be in the back of their mind while they do. 3. IKEA "EXPERIENCE THE POWER OF A BOOKBOOK" While this one doesn't make me misty-eyed, Ikea still tells a good story: don't forget about paper catalogs — slow down and remember not everything has to be on a screen. Playing on the overtly techy culture we live in, Ikea chooses to advertise their paper catalog and not their stuff. The message is clear and the content is memorable — get off the damn computer and go check out the catalog (they've spent enough money printing it, after all.) 4. JACKSON HEWITT "QUITTIN' TIME" As working Americans know, tax time will be here before we know it. Jackson Hewitt shows everyday people working and clocking in and the ad concludes with the lights on at Jackson Hewitt. They tell the story that they're working hard for you, so when you get off of work, they'll still be there for you. It's a feel good ad that will surely hit home with those following the American Dream! 5. ADIDAS "THERE WILL BE HATERS FT. Suárez, Bale, James and Benzema" This ad has an awesome message and it definitely will resonate with anyone who has had to deal with haters (so, pretty much anyone). The ad is flashy, the copy is catchy, and the commercial is beyond appropriate for its target audience. Well done, Adidas! MORE TO COME! Obviously, as we near February sweeps, we're going to see a ton of fantastic commercials. Stay tuned — I'll be discussing my favorite Super Bowl commercial soon! PS. If you need an awesome story written for your brand, contact me. I'm happy to help! |
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