In today’s tech-savvy, screen-plastered world where information is more readily available than ever, quality content has become a pivotal component to the success of any business. Nowadays, everyone is creating content, but not everyone is doing a great job at it. So, in an endless sea of content, what separates the great from the mediocre and downright cringe-worthy? That’s where the art of copywriting comes in.
What is Good Writing?
The difference between someone who can write well and a professional writer is similar to any other profession. For example, you’re likely capable of painting the walls of your home yourself. However, the result in comparison to hiring a professional painter would be noticeable. Likewise, professional copywriters are more than just grammar experts. Their ability to transform parcels of information into captivating narratives involves a variety of considerations including tone of voice, consistency, legibility, flow and searchability.
Tone of Voice
Before individual words comes tone. The tone of voice helps to convey a brand’s personality and acts as a litmus test for cohesion. Copywriters are experts in using tone of voice to craft copy that engages your target audience while also representing your brand. When done well, using a consistent tone of voice will contribute to building brand recognition.
Consistency is another feature that separates the amateurs from the pros and contributes the overall legibility of the content. We already discussed the importance of having a consistent tone of voice, likewise, consistency in grammar and punctuation are also key. For example, you’ll want to make sure oxford commas are always used or not used at all.
Copywriters also know how to optimize legibility to make your content as easy to read as possible. This includes things like when to spell out a number and when to use a numeral or when to use capitalization and when to refrain. They also consider the attention span of readers and make sure to break up the copy into easily digestible portions keeping in mind that readers will be viewing the content from a variety of different platforms and devices.
An impressive vernacular has its place when it comes to good writing but if the words don’t easily flow from one idea to the next, they will not be impactful. Copywriters ensure that readers can seamlessly follow content from beginning to end without getting confused or stuck. Without flow, content can be clunky, awkward and difficult to read.
Published content should not only be accurate but also interesting. Crafting clear, concise, captivating copy can transform a mundane subject into a compelling story. By considering the four key components above and adding a splash of creativity, copywriters bring words to life.