Does great copywriting even matter?

In short. Yes.

If your business is on a content marketing journey as part of an effective lead generation sales cycle, then great copy can form the basis of influence for those decisions by potential customers. It can sway opinion, establish thought leadership, inspire action and educate, empower or entertain.

Done right, copywriting can position your company as a leader in your industry, setting you apart from the competition. Too often, companies invest in clear content marketing strategies but don’t pay attention to the quality of execution. It’s critical that copywriting is an investment and integral part of your business’ communication strategy. Being able to quickly and effectively educate a customer or sell a new idea is essential, and great copy aids this.

• Smart copy can effectively capture the brand voice and speak the customer’s language, ensuring that your customers feel comfortable and your targeting is effective. Your customers (existing and potential) need to feel valued and comfortable and know that you are invested in their success. Copy is a critical way of driving this.
• Specialist copywriters have a broad generalist view of your industry and an understanding of linked industries. This means they can offer a researched, broad view of your industry trends, hot topics and issues and cast a consulting eye over your content calendar in terms of potential topics.
• Great copy is a good investment. The people drafting your copy is on the front line, they take the essence of your offering and distill it into words that will inspire and inform. Whether that is through social media posts, articles, video scripts or whitepapers, it’s critical that this is a skill that is seen as an important investment. A content strategy with average copywriting will not result in optimal success.
• Writing for different audiences. The ability to be able to write for different target markets is critical to success and lead nurturing at different points in the sales cycle, just like the difference between writing copy for your sales teams vs writing copy for your marketing channels is nuanced. Meet your existing and potential customers where they are and take them on a journey that makes them feel understood and valued. This can only be achieved with great copy.

Professional copywriting is a strategic part of the sales cycle. Yes, you know your business better than anyone else but a great copywriter can take the benefits of your product or service and give them an approach that will spark interest and appeal. You need your leads to purchase from you, and great copy can help do just that.