Blog post by: Kevin Davis, Baer Performance Marketing Intern
“An eye for an eye only ends up making the whole world blind.” – Gandhi
When does a famous quote or line get used to better explain something? The moment someone decides that a quote someone else said better describes an experience than they, themselves can.
That’s what great copywriting is all about in marketing! The best forms of copywriting are when a company can take the words right out of a customer’s mouth—when a customer has no better way to explain the product than by quoting the company’s messaging directly. Word of mouth then spreads from one customer to other potential customers, losing nothing in translation while describing a product, service or brand.
So, what motivates new prospects into becoming tomorrow’s customers? In today’s digital world, most target audiences take to the internet for initial research before making a purchase. Your website’s content should speak to the values and needs of your target customers, clearly present your products’ or services’ benefits and differentiate your brand from the competition. And once a customer has decided it is your company that will best serve his or her needs, your website needs to directly communicate how he or she can immediately take action (e.g., a button reading “ORDER NOW!”) Sometimes prospects need an extra nudge.
There is, however, no one-size-fits-all, cookie-cutter approach to copywriting. Every successful copy and creative project begins with a strategy. At Baer Performance Marketing, we work closely with each client to develop a voice that best represents their brand, speaks to their target market, and evokes emotion. We start every project by conducting research to become more familiar with a company’s key benefit, brand messaging, products, services, target audience, and competition. Our research is then channeled into creative concepts that will be utilized within persuasive copy and dynamic design to capture the attention of the audience. BPM produces copywriting and creative concepts for clients across a wide range of marketing mediums, including:
- Brochures, flyers, and other sales materials
- Radio and television
- Email newsletters
- Social media
- Direct mail
- Print advertisements
- PowerPoint presentations
- White papers
Learn more about BPM’s approach to copywriting here.