copywriting - engage with your audience

The written language a brand uses to talk to its audience is paramount as to how its message is understood. The tone-of-voice used creates a brand culture, helps build a personal relationship and ultimately forges the brand itself. From advertising to websites, great copy plays a vital role in generating and maintaining interest and getting your audiences to act.

Chances are, as you're visiting our website, you're fully aware of the important role that innovative design plays in how a brand is perceived. But does your brand sound as good as it looks? Does it inform and enthuse, building a bond with its audience? If your copy doesn’t grab your audience, they’ll simply move on to a competitor who they have more affinity with. Successful copy is proven to work.

A good example of this is direct mail, where it’s common practice to send out two or more versions in a campaign to see which produces the best results. This has allowed copywriters to get very good at writing copy that they are certain sells well. Writing for the web is very similar to direct mail; you've got to get your audience’s attention immediately, explain your brand’s values and sell its benefits in an language your audience understands.

Once the desire is there, the last job is to get the audience to act, which could be anything from getting people to read the next page or follow a link, to signing up for a service or buying your product.

As websites must also rank highly in search engine listings to succeed, relevant, targeted and well written content is essential as it will contain your website's keywords written in a natural way that increases your SERP (search engine ranking position). Search engines need relevant information to assist searchers who are primarily looking for product and service information. Well written and compelling page titles are essential, using meta tags intelligently to maximise the chances that it’s your website that a searcher clicks onto.

Great copy can makes a huge difference in how much traffic you get, and how much of that traffic you convert into sales. As the general state of copy on the web is pretty poor, there’s an excellent opportunity for brands wishing to take full advantage of this and take a lead over their competitors.

At Tristan Green Design we have a team of highly experienced copywriters from the direct mail, e-commerce, advertising and marketing industries, who over many years have been honing their talents across a variety of sectors, enabling us to choose the right talent that each project demands. Our experience in creating powerful direct mail, web content and marketing material is an essential tool in enabling our clients to maximise their brand’s potential across a variety of media.

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