Powerful copy connects with your audience

Great copy is central to getting your message across. It characterises your brand’s personality, reinforces your value proposition, communicates your key messages and grows your business by convincing customers you have what they need.

But there is more to writing powerful copy than just putting words in the right order. One of the keys is to fit the right copy to the right channel. Emails, social media posts, banner adverts, product descriptions or press releases, they have their own style.

You also need to consider the type of announcement or message you need to communicate to different stakeholders. This is why crisis management statements are carefully crafted. Remember, people will hang on the very choice of words and phrases you select.

It’s easy to underestimate the power of great copy. It can be all too tempting to offload copywriting onto existing employees whose expertise lies elsewhere. Poor copy gives the impression of an unprofessional setup and turns customers away.

Here are some tips for writing powerful copy:

• Know your customers - copy that speaks to their problems on the right marketing channel

• One key message - stick to that subject. Cut anything that drifts from this central theme.

• Have a goal and stick to it - copy should have a clear call to action (CTA) and everything should be focused on achieving that target.

• Keep it simple - All great copy is simple, clear and concise, don’t over-complicate it

• Test it - track the performance of different messages and see which one outperforms the others