Copywriting: Defining your Brand Voice

Brand voice is the cornerstone of brand success. Writing is the most common method of branded content development. Copywriting is the art of persuasive writing crucial to marketing and advertising success. Content allows your audience to familiarize themselves with your products and see the potential to help them achieve their goals. Some types of copy are ads, social media posts, and email campaigns. Copywriting is not limited to creativity. It's also about technical knowledge. The copy is optimized to attract the ideal audience using SEO, A/B testing, and metric tracking. A talented copywriter will drive organic growth, help develop outbound content, and give your brand a defined voice.

Grow Organically

It's common knowledge that organic leads convert better than paid ones, but do you know how to draw them in? Content. Your company can trend and change your industry's landscape with stellar composition, whether it's an ad that makes someone want to check out your website or the SEO-optimized article that makes all the difference in the awareness of your brand. Conversion typically takes 8 - 11 'touches' or times a prospect encounters your brand before they decide to buy. The more quality content you curate, the better your ability to attract your target audience. In business, a "magnet" is a word for content that attracts. Some examples of organic lead magnets are SEO-optimized articles, product descriptions, and landing pages. SEO is search engine optimization, a style of writing that incorporates keywords that help search engines find sites easily. Having an optimized website and landing pages means that those looking for content like yours and who would benefit from your products can find you more easily. Optimize and curate your composition to have a solid follower base. 

Outreach and Marketing

Organic leads convert easier, but that doesn't eliminate the need to obtain paid or inorganic (typically outbound) leads to fill a pipeline. Sometimes, those who could benefit from your products won't even know they exist until you tell them. Sometimes, your prospective clients might be using a similar product, but yours might have features the products they already use don't. Two popular methods of inorganic lead generation are emails and calls. Copywriters help create eye-catching emails and engaging call scripts. There are many tricks to writing both, such as the ideal email being between 50 and 125 words. Written content that tells a story intrigues and makes people want to know more and feel interested. A talented writer incites emotion, and emotion sells.

Branding: Finding your Voice

Whether you want to focus on organic growth or outreach, a talented writer who can craft engaging content is necessary for creating a defined voice for your brand. A brand voice is the brand's distinctive tone, phrasing, and general personality. Writers work to make sure the branded content sounds cohesive and engaging. When the content voice has a similar makeup across landing pages, social media, and email, people build familiarity with it, and familiarity breeds trust. Trust sells because a trusted brand earns a confident buyer. Often, it's ideal for a brand to be more casual on social media to connect with a general or younger audience and be formal only in business documentation, which means the need for writers who understand the brand is paramount. The product should determine brand voice and who will be using it; for example, if scientists or engineers use the product, a copywriter familiar with experience in the field may be considered because it might be a niche product with a level of specialization that a layperson may not be able to express. Suppose the product is generally helpful to a wide range of people, such as a dictation app. In that case, the content would be best written using market segmentation to focus on different markets. Market segmentation refers to a practice that groups different people by their demographics like location, age, gender, and needs. After segmentation, content is tailored and personalized to the various problems each segment could solve with the product. The brand voice should be flexible enough to apply to all the market segments the product can be marketed towards.

Copywriting is the storytelling tool every brand should invest in. Your audience learns about your products through branded writing and how they can benefit from them. Writers play a crucial role in attracting organic inbound and sought-outbound leads. Winning brands optimize sites and content to attract those who benefit from their products. If your cadence isn't optimized, start the transition on the site, ads, and both inbound and outbound content, conduct A/B testing with the new language and make necessary adjustments. As you progress, track your metrics, compare the trends before and after, and watch your numbers rise.