Copywriter to the glazing industry, Helen Savage, explains how to keep your marketing copy interesting and engaging.
When it comes to writing marketing copy, the most obvious starting point is talking about the features and benefits of a product or service. If you’re lucky, you’ll have lots of unique selling points to talk about, but when you’ve ticked off every single one, what do you do? Finding new angles to talk about your business is a great way to keep the copywriting pipeline full.
Here are a few prompts to give you some ideas of how to keep your copy fresh and interesting for your audience.
Watch the news. I know it can be depressing sometimes but scanning the news on a daily or at least weekly basis is good for business. Every now and again a relevant story will feature – perhaps directly related to windows, doors, conservatories or extensions, or perhaps on a related area such as new build housing, the state of rental properties, or the importance of making UK homes more energy efficient – all of which could give you a new angle, or new reason to talk about your products again.
Talk to customers. You may feel you have a good handle on your customers’ opportunities and pain points, but things change. What was affecting them 12 months ago, may no longer be the case. Make sure you stay close to your customers so when things do change your marketing accurately reflects what matters to them, not just what you think matters to them.
Read market reports – Quoting the latest research reports or statistics on trends is a great way to bring a new angle to your copy. For example, if you’re an aluminium installer and a new market report suggests aluminium home improvements are on the up, you can talk about the headlines of the research and explain why you are the best person to deliver this trending home improvement.
Offer an opinion – If you have been operating in your sector for a while, it’s very likely you’ll have something worthwhile to say about the marketplace, the type of products on offer in your sector, or the next big trend. Give your opinion on something that matters to your audience.
Attend industry conferences and events – Whether it’s the latest industry exhibition or a big conference, it’s worth attending to see what other people are talking about and gain some insight on new products, trends, or circumstances. Any of these could spark ideas for a new angle.
If you’re struggling to consistently research and create new angles, it might be worth talking to a freelance copywriter. I have written for some of my customers for years and still enjoy finding new angles and new ways of getting their messages across, so they don’t have to.
Visit blogwrite.co.uk/blog for more information and top tips on copywriting for business.
