Copy is around you, all day every day. And sometimes you might not even know it.
If you’ve been promoting your products or services for a while, you might have some idea about the concept of copy even if you’ve never used the term before. But if you’re still new to the marketing side of running a business, you may have questions about that elusive word. But once you know, watch your business take off like never before.
What is Copy?
Let’s cut to the chase: copy, in the context of marketing, is the written content used to promote your product or service.
“I get it, copy is, like, headlines, right?”
Sure, that’s one way to look at it. A strong headline or tagline can draw you in and make you take action (we’ll cover the ins and outs of headline writing in a future post), but when I say that copy is everywhere, I mean it is everywhere.
Those bullet points you see when you’re shopping on Amazon? That’s copy.
Those billboards you pass on the highway? Yep, copy.
Social media posts, emails, fancy writing on graphics, sections on a website, coupons, help wanted blurbs in the newspaper? You get the point.
But copy doesn’t have to stop at the initial awareness phase. In fact, the products that you have at home have copy all over them. Open your pantry or cabinets and I guarantee you’ll see products promising taste, results, or some guarantee of pleasantness right on the package.
Here’s the beautiful part about copy: you don’t even have to see it. Radio ads, podcast sponsorships, and YouTube scripts (though captions definitely help) are just some of many examples of verbal copy.
There’s no word limit to the copy you use…except it should be appropriate for the format. A billboard loaded to the gills with writing wouldn’t be very effective (nor safe for your customers).
Why Should I Care About Copy?
No matter how long you’ve had your business, whether you’re a local diner that’s been around for decades or the next big thing since sliced bread (and yes, even that used copy), your copy is one of the cornerstones of your marketing strategy along with designs and images. Your copy can:
- Inform customers about specific features of your product or service
- Entertain current and prospective clients
- Persuade others based on your product’s benefits
That last point is key: the copy you use should ultimately lead others to take action. Yes, you can educate others until they can recite every detail about your sponge like a stoic pledge. Yes, you can make people laugh or cry with an enticing commercial. But if you’re missing copy that sells, then it’s not effective. And when it is effective, you’ll know because your customers will know (even if they didn’t realize it).
What Do I Do About My Own Copy?
Writing your own copy can be very cost effective if you have a thorough understanding of why people buy your products or services. But if you really want to make strides in your business, especially if you’re just starting out, your best course of action is to hire the services of a copywriter who specializes in this area. Lucky for you, you’ve come to the right place.
Still looking for the right message for your business? Let’s take a gander at your current copy and see what can be improved. Learn more about my results-driven services and reach out for your copy consultation today.