Here’s an important question you need to ask yourself – are my company’s marketing materials connecting the dots? Are my potential users or customers really understanding the value they’d get from us?
They will go through your website or marketing materials, and when they realize your content doesn’t give them the information they’re looking for, they’ll move on.
Effective marketing has to click, and it needs to be a lot clearer than you think. Your potential customers will not rack their brains to decipher the deeper meaning in your content or put the pieces together to figure out how your copy connects with their lives and problems.
Most businesses don’t quite understand what it means to connect the dots and think that copy is just… well, copy. In fact, so many tech businesses tend to think that they can do it on their own and write their own copy. They’re wrong.
Copywriters do way more than just penning down nice words. It’s about connecting ideas by understanding the problem and solution to deliver the intended message for the right audience.
Engagement is stronger than novelty
Copywriting isn’t always about coming up with the most innovative idea. While we all strive to be original, reinventing the wheel when it comes to your copy, particularly in tech, may not necessarily get you the results you’re after.
That’s not what the craft (copywriting) is about. Instead, for effective marketing to happen, your copy should engage emotionally, persuade, entice, inform, and entertain. There is an element of creative storytelling that communicates a particular message to your potential customers.
The brand new idea that you’re proud of means nothing if it doesn’t help your business make a real connection with the human beings reading your words – something AI writing tools are unfortunately not able to do yet. This connection is the very thing that may just get your potential customers to take action and buy your products and services.
It’s mostly about research
Anyone can write, but copywriting isn’t about writing alone. It’s much more than just putting words on a page as a huge chunk of copywriting involves doing research, taking the time to think deeply, and connecting different topics and ideas.
Before you engage with a copywriter, you may want to do a deep dive of your business and get these questions answered to figure out what your message is.
- What products and services do you offer?
- What problem are you trying to solve?
- Who is your potential customer?
- What are their pain points?
Research is the backbone of copywriting, and more of it is done before any ideas come into play. Not all ideas are great, but a skilled copywriter will know exactly what to do to narrow down these ideas to make the copy stronger and more impactful.
C-o-n-n-e-c-t-i-o-n
Connection is the key to successful copywriting and effective marketing. Experienced copywriters often see the big picture and are able to deliver the brand message successfully by being the bridge between what businesses want to say and the words the audience wants to hear.
They think critically and make meaningful connections by assembling little nuggets of insight into a cohesive web that makes sense. This web needs to convey a clear and concise message that resonates with, and accommodates the needs of, your potential customers.
After all, true connection is critical for conversion. Having your content communicate the right message and be relevant to those whom you’re writing to is way more important than for it to be of the highest quality.
Copywriting is an art
Having a story that connects is everything and shouldn’t be taken for granted. After all, being able to communicate with your audience effectively is the only way your tech business will stand out in a noisy marketplace and be able to maximize your ROI.
Copywriters are not just paid to write. It’s about connecting the dots. There’s lots of thinking, research, putting it all together, and making everything make sense. It’s the ability to make connections that truly sets good copywriters apart from the rest and makes them invaluable an asset to any business.
To truly leverage these skills, hire an experienced copywriter who knows what your business and industry is all about. This will save you time and get you real results!