Copywriting 2.0
By Meredith, Copywriter | July 22, 2019
Copywriting is a multi-faceted, ever-evolving discipline. To be successful at it today—it helps to be part marketer, part psychologist, and part techie.
At its core, copywriting is really about communication. It’s the art of relaying information in ways that will be heard by your target audience, and acted upon.
Last month, we published Copywriting 101 to offer some basic tips for adding value to your brand with just the right words. With so much happening in this creative field, we decided to revisit the topic with a few additional thoughts.
Emotional End Benefits
Helping your audience understand the “benefit” of your product or service is important. Conveying the “emotional end benefit” of your product or service is even better. Consider this commercial for Google. Of course, Google offers amazing technology, but it ultimately offers an emotional end benefit – empowerment – as seen here.
Writing for Mobile Devices
It’s no surprise that people are consuming more and more content via mobile devices like smartphones and tablets. Writing for smaller screens means offering visually scannable text that works hard to convey information quickly and efficiently. Don’t think that writing fewer words takes less time. Expect to spend twice as long honing your mobile-friendly messages.
Voice Search
Per a recent article in Forbes; “by 2020, 30% of all web sessions will be conducted without a screen.” So if your copywriting duties include helping out with your brand’s SEO, you’ll want to adjust your writing to address this trend. Think about how people might search differently via voice, as opposed to writing their queries.
Google E-A-T
Being mindful of strategic SEO recommendations while crafting copy is crucial. However, it’s equally important to generate content that is written for human beings. The days of keyword stuffing are over. Since 2014, Google has rewarded content that displays these qualities: Expertise, Authority and Trustworthiness. This is great news for writers—and readers—alike.
Microcopy
Just a quick word or two about microcopy. “Microcopy is the term for the small bits of copy on an app’s interface that help users do ‘stuff.’ Examples are error messages, contact form explainers, ecommerce hints,” clarifies UX Planet.
While all copywriters are not micro-copywriters, many are starting to include this proficiency in their skill-sets. Some copywriters specialize in an industry (like pharma or fintech) or in a medium (like television or blogging or UI text.) In this humble copywriter’s opinion—working across categories and learning new disciplines is what keeps the profession interesting and fun.
Developing your ability to write clear, compelling, strategic copy can add real value to your brand. At BBG&G, we’ve helped clients in the hospitality and tourism industry, the financial industry and more, to not only meet, but surpass their goals with persuasive, relevant communication.
Please send us an email or give us a call, and let’s figure out the most efficient, effective ways to share your brand’s unique offerings.
