As a copywriter team with many, many years experience, both B2C, D2C and B2B, we have been asked to write everything from the briefest of google adwords to ultra detailed technical manuals and everything in between. With the preponderance and domination of digital, writing social media content and web pages however is now by far the most requested content.
But where to start?
With literally thousands of information chunks a day to digest or ignore, how do you stop the scroll?
Gary Halbert, a famous copywriter of yesteryear, still has it exactly on point where any marketing content writing should start:
“The very first thing you must come to realize is that you must become a “student of markets.” Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.”
Your content always starts with research. Whether its face to face, zoom, telephone calls, questionnaires, online surveys, testing, sampling or as part of non-sales conversations and interactions within your operation, you must know what your clients and your prospects issues are and what they are considering on how to solve these issues.
Only by understanding and tuning into their issues and creating content showing how you can help address, resolve and overcome these issues will you produce scroll-stopping content.
Only by knowing what priority their issues are to be tackled over the coming months, can you create a 6 month content plan to include social posts, emails, PR, downloadable brochures, fact sheets, spec sheets and adverts.
Once your copywriting team have all those invaluable research facts and emotions, the writing craft can start in earnest, blending with your company’s values and brand story to produce relevant, engaging and action-provoking words.
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