Content writer and copywriter to the glazing industry for 23 years, Helen Savage explains why words matter in marketing, and why paying more attention to longer form copy pays off.
In the digital age we have seen focus shift away from longer prose in the form of articles and handwritten letters, to short, snappy sentences on social media. That’s if there’s any copy used at all with attention turning increasingly towards images and videos online. While the faster means of communicating via social media has its benefits and is an excellent way to reach more people, more quickly than ever before, it is taking something important away too. And people are beginning to realise it and revert back to a more personal touch.
Social media remains a fantastic way to promote your wares as a business and reach more people. But used alone, it isn’t very personal. It can’t be when you’re using so few words to talk to so many people. And with the rise of shorter, faster, more convenient ways to communicate, has come an increasing lack of attention to detail. It’s as though speed and quantity are more important than quality. Unfortunately, it probably is in terms of social media, but what does it say about you or your business when your copy is full of typos, grammatical errors, and spelling mistakes? Don’t get me wrong, we’re all human, we all make mistakes. A few errors here and there can be forgiven, but a consistently problematic read is jarring and affects our perception of the author, whether we realise it or not.
Best practice copy
When done well, the written word can harness the powers of persuasion in a way short text cannot. People believe what they read in magazines, newspapers and trusted online sources, so when they read about best practice or advice on products, they are likely to believe the content. Many of these pieces are ghost written by a copywriter or PR agency and serve to position businesses in the way they want to be seen, whether market leading, ethical, customer focused, or all the above!
Whether you are talking to prospects or new or well-established customers, pay them the attention they deserve by spending more time on your written communications. Aside from anything else, longer prose offers far more potential in terms of word count to get your message across. Quick and consistent social media messaging is great, but giving more thought to longer advice blog posts, e-mail newsletters to let customers and prospects know what’s happening in your business, or feature length articles in industry magazines, offer a different level of connection between you and your audience.
For more top tips about generating content and copywriting for your business visit blogwrite.co.uk/blog
