Making the Case for
Great Copy Writing
Effective copy writing is a key element in marketing communications for advertising and promotion. The copy should seamlessly include keyword phrases used by real customers searching for you product or service on the Internet. The trick is to find those phrases that bring a highly qualified prospect to your site without getting lost in the clutter of a one-word generic term.
Great copy works in both online and traditional media; but there are subtle changes to accommodate the technology and the users behave in different media. The text style and layout is different for online, radio, broadcast, newspapers or print. Customers are different too. After all, teens are very different from 45-55 year-old business professionals. Often, the same project objective needs to be expressed in more than one medium -- some creative appears online and is interactive along with traditional media. And, there is always those segue lines to cross promote between media.
How We Do Writing Projects:
- Determine objectives, target, deadlines
- Gather material for product/service description
- Develop 2-3 different creative treatments
- Obtain client changes/approval
- Test versions if possible
- Begin production
- Obtain final approvals
- Analyze results
If you only have 4 words for a picture, they have to be the right 4 words.
Marcom content is a synthesis of searchable keyword phrases, product benefits, and customer motivation. Great copy writing motivates customers and improves profitability. Effective writers are part of a media project at the beginning -- not brought in at the last minute to "tweak" the written content. Writers bring value-added creative skills and experience to media project development teams of artists, programmers and producers.
Web page content serves two different targets: the content must deliver the intended message to your customers; and, at the same time, optimize search engine rankings through appropriate key word phrases. This complicated integration of SEO and copy writing is featured in greater detail here.