When I first chat with prospective copywriting clients in Ireland and around the world, I usually tell them that fresh, creative and engaging corporate copy can help their overall bottom line. They then normally ask me two questions in return. First, what is ‘corporate copy’ and secondly ‘how can it help my bottom line?’
One answer effectively addresses both questions. Corporate copy is everything written about your business; from traditional mission statements, to your website, to your social media presence, to your business plans, press releases, marketing material, to your Tweets, email campaigns and literally everything in between. In short, your company's public face revolves around its copy and making sure that it is positive, engaging, accurate and creative, will in turn impact how you are seen by potential and current customers, which will have an effect on your bottom line.
Yes, it’s that important. Your corporate copy will have direct consequences. Think about it. Have you ever visited a company’s website looking to either purchase something or enquire about a service only to be met with typos or boring, badly written and outdated copy? It will elicit a direct response; that of you as the customer bouncing right out of the page, when in fact it should be making you do the opposite.
Once you realise how important corporate copy is, the next thing you must realise is that it takes time and expertise. It can be tempting, especially for SMEs and start-ups to put corporate copy on the long finger, dabbling in and out ham-fistedly of social media, web copy, blog writing, e-campaigns and press releases, while simultaneously trying to balance the day-to-day running of their business. Ultimately, it tends to be the corporate copy that suffers, dragging down the overall success of the business.
Simply put, good copy will impact every facet of your business. Whether you’re a larger corporation or a small start-up, the right words written well, will lay the foundations and help build the positive reputation and impact you want for your endeavours. But bear in mind that good copy needs to be paired with real world backup. In other words, if you’re advocating having incredible customer service, then your business needs to deliver. There’s no point in having unattended email or phone lines or representatives that are rude, if one of your business tennets is good customer service. Finally, never forget that good copy needs to have the visual equivalent. If your website looks like it belongs in 1998 and your graphic design consists of clip art, then even the best words in the world will be overlooked.
Here’s just a few ways in which good copy can help your business.
If you’d like to discuss how I can help your corporate copy, then please don’t hesitate to get in touch today.
Clearly articulate who you are, what you do, why your customers should care. It’s the basic who, what, when, where, why and how, but packaged into an eye-catching, engaging format customers will want to read.
Good copy should enhance your presence, be it in the digital sphere or through more traditional channels, making you sound more professional and credible as a business.
Engage with your audience by both informing and fascinating them at the same time.
Develop and express your brand or business voice, effectively giving you a tangible personality customers can identify with.
Engender excitement about your brand or campaign, generate support, loyalty and interest.
Make your digital and print presence sound more professional and therefore more credible.