In an age where we’re bombarded with marketing materials, from tweets and Facebook posts to magazine articles and guidebooks – a writer’s job is more important, and perhaps more difficult – than ever before. Just how do you stand out from the crowd amongst a sea of tweets or a pile of paperwork?
A journalist’s job is to connect with the reader, and to tell the story – in that order – to secure as many readers as possible. Being a copywriter, your goal changes slightly. A copywriter’s job is to tell the story and to connect with the reader in a way which will spark a reaction and ensure that they have taken something away from reading your work – that could be signing up to a product, joining an initiative, following a series of guidelines, or learning a new skill.
Here, the written word isn’t necessarily successful if it secures a million readers – how many of those read to the bottom of the page, or took action as a result of reading your work? The purpose of copy in marketing is to ENGAGE. To inform the reader, to engage, perhaps persuade and even entertain.
Download our free resource How to write compellingly for your audience to set you in good stead for your next copywriting project.