You’ve no doubt encountered a visually appealing brochure, website or marketing piece but when you look a little closer and decide to begin reading, it just doesn’t engage. It’s a major let down. Boring copy repels readers and has a significant impact on how engaging your brand is to your audience. For these reasons, great content and copywriting is an essential asset to any great brand and ensuring it’s aligned, on brand, written with the correct tone and consistent are the keys to success.
At Red Meets Blue, we work with our clients to develop a branding tone of voice, a language direction report and then a series of messages and copywriting pieces that can be used across their printed, online and marketing material. These foundational decisions around who we are, what we sound like and what statements we say create an efficiency later down the track as we endeavour to create more content through great copywriting. Effective copywriting engages your audience and entices them to read on. It educates them on your values and speaks with personality. Great copywriting is consistent and doesn’t feel like copywriting just for the sake of.
Brochures filled with too many words and too many pages are often the result of a company leader writing the words themselves without the presence of an editor or branding team to assist in the direction of that writing. Even the great writers in this world have editors helping them shape the work they create and keep the direction on track. Don’t feel like you have to write the words yourself. That’s where we insist that we help.
In the world of branding, copywriting can be divided into three categories including:
Great content and copywriting starts with a strategic process first. It is impossible to deliver meaningful, aligned and consistent copywriting that targets your audience in engaging ways unless a strategic process has been walked through where your values, story and objectives are uncovered. Great content and copywriting is the outcome of gathering an in depth understanding of who you are and what you stand for and finding a series of messages, statements and paragraphs that communicate these things to your stakeholders effectively.
We believe in powerful copywriting that is human, real, conversationally driven and authentic. We believe in effective copywriting that focuses on who your audience is and what they want to hear and that engages their values under the surface. This is part of great branding and this is part of our branding process. We include copywriting in our proposals engaging brand development and brand management services.
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