Branding Advice / How Professional Copywriting Can Enhance Your Brand
For today's blog post I brought in professional copywriter, Melanie Kernodle of CopyRefresh, to show us how professional copywriting can enhance the overall brand experience of your business.
Building a business takes a lot of strategic action. You can’t just open your doors and hope for potential clients to come flooding in.
An essential part of growing your business is building your brand. I’m sure you’ve heard that by now, everyone and their mom seems to be talking about the importance of your brand.
But it’s true! Having a strong brand is the backbone of your business. It needs to resonate with your audience, appeal to them and make them like you. Even more than that, it needs to make them feel really good about buying from you.
Messaging is an essential part of your brand. It’s how you’re communicating your brand’s values, mission, and purpose with your audience. If your messaging is off, chances are you aren’t connecting with your audience like you should be. And you definitely aren’t seeing the sales that you want.
Hiring a professional copywriter can help you get over those messaging hurdles and create copy that actually resonates with your audience. Having a strong visual brand is a fantastic start (my girl Megan can help you out with that!) but if you don’t have strong copy to back it up then it’s no good.
Before I give you all the juicy details, let’s talk about what copywriting is. It’s essentially writing text for advertising or marketing purposes. The written result is called copy, and it’s basically any form of text that you use to communicate with your audience. This could be text via your website, emails, social media, etc.
I’m so glad that Megan allowed me to pop in here with you today and share these top 4 ways a professional copywriter can enhance your brand. I believe copy and visuals go together like white on rice, so let’s get into it.
Get Clear on Your Messaging
All great messaging comes down to one thing, clarity. If you’re message is vague or wishy-washy, it’s not enhancing your brand. Heck, it could even be taking away from it.
A professional copywriter can help you define and refine your brand message. Even if you have the best brand design and prettiest logo on the block, your marketing will fall flat if you don’t have a clear message.
As a copywriter, one of the things I enjoy most when working with clients is helping them to really get clear on their message. Many people often have too broad of a message and try to appeal to the masses.
That’s a huge mistake. As the saying goes, if you appeal to everyone you’re appealing to no one. The more specific and clear you get with your brand message the more impact and authority you will create in your business.
Making Your Personality Shine
Your copy should help show off your stellar personality to your ideal clients. Boring copy with no personality isn’t going to help you build a brand that your audience loves.
Most of the content that your audience is interacting with is the copy and language that you are using, so you have to make sure that your personality is coming through in that copy.
What makes your business successful and unique is you. If your audience feels like they know you, and hopefully like and trust you, they will be more willing to support you and buy into whatever you’re selling.
Be true and authentic to who you are and what your business is all about. If your copy doesn’t feel authentic to your brand, change it. A good copywriter will help you to find the bits of your personality that make you stand out and bring more of that out in your copy.
Speak Your Clients Language
The best copywriting makes your audience feel like you plucked the words right out of their brain. It even makes them feel a little creeped out by how in touch with them you are (in a good way.) That’s because you’re speaking their language.
The words that you use in your copy are not by accident. You need to be able to know what kind of language and phrases your audience is using and then integrate that into your messaging.
Having a professional copywriter to help you out with this can be so beneficial. First off, it gives you a new perspective for your writing. Instead of you just trying to pull ideas out of your head, you have an expert who can wrangle those thoughts to create meaningful and impactful copy.
Second, a professional copywriter knows how to turn a phrase to make it stick in your audience’s mind. It gives you that extra leverage in your marketing to be able to turn passive readers into adoring fans and paying customers.
Build the Know, Like, and Trust Factor
People buy from people that they know, like and trust. And if they can’t say that about your business, they aren’t going to buy from you. It’s as simple as that.
It’s not about how qualified you are or if you have the right credentials. If they feel like they know who you are, like you and trust you they will be way more open to purchasing something from you.
If your copywriting isn’t creating emotions or connections with your readers, you need to do something different. Your copy is a direct conversation with every potential customer. It needs to build a relationship with your audience every chance it gets.
A great copywriter will know this and be able to help you build up that factor.
With strategic and authentic copy, they can help take your brand from just a pretty face, to something that people will love and trust.
And want to invest their money in.
Conclusion
A strong brand is what make any business successful. That starts with having consistent visuals and solid design. But it also relies on copywriting and your brand message.
A professional copywriter will help enhance your brand in so many ways. It can take your stale, shaky copy to the next level and improve how your audience perceives you.
Some people think that copywriting isn’t worth the money. And depending on your stage in business, it may not be. It’s a big investment but if you’re serious about having a high-end brand you need high-end copy.
Remember, branding isn’t just about the visuals. It’s also about the words. What you say matters. So make it count.
Melanie Kernodle is the Copywriter and Content Strategist at CopyRefresh. She is passionate about helping female entrepreneurs write stand-out copy and content for their websites, sales pages, blogs, etc. so they can stop wasting time and focus on doing what they love. When she’s not writing, you can find her chowing down on some tacos or reading a personal development book. Join her free email course to help you write better copy here, or find her on Twitter and Instagram.