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<p>Copywriting is one of the most useful tools a business can utilise. It increases sales, but it also helps marketing teams build brand awareness, which results in loyal customers. As a professional copywriter, I get asked what is copywriting all the time.&nbsp;</p><p><br>So in this post, I'm going to talk about copywriting techniques, the art of writing excellent copy and give you some tips to develop one of the most sought after skills among SME's.&nbsp;</p><h2>OK, What is Copywriting?&nbsp;</h2><p>In its simplest form, copywriting is the art of using words to sell a product. Take a look around you, and you'll see that copywriting is everywhere. From the labels on your food to television adverts, it's the method brands use to communicate their product/service's:&nbsp;</p><p><br>1. Worth&nbsp;<br>2. Use<br>3. Benefits&nbsp;</p><p>There are many forms of copywriting, and most professionals choose not to specialise because it would restrict how much work is available to use.&nbsp;</p><h3>Online Ads&nbsp;</h3><p>Online adverts are the most popular form of copywriting because they offer a convenient alternative from traditional methods. Facebook, LinkedIn, Twitter and YouTube are all platforms businesses use to advertise their services.&nbsp;</p><h3><br>Traditional Ads&nbsp;</h3><p>Traditional advertising focuses on physical print, and it's the OG of the copywriting world. From magazines to billboards, brochures and leaflets, it's still a popular form of business promotion.&nbsp;</p><h3><br>Website Copy&nbsp;</h3><p>Websites are the bread and butter of business copywriting agencies. But why are forward-thinking companies willing to pay copywriters to write some words on their website?&nbsp;</p><p><br>A website is the most essential platform for your business, especially in today's technology-infused world. If your website doesn't highlight what makes your business special, your potential customers will go elsewhere.&nbsp;</p><p><br>Copywriting is an art form because its goal is to use words that ignite readers. While many people believe writing copy is a selling technique, it's actually the opposite.&nbsp;</p><h2>What Are a Copywriter's Responsibilities?</h2><figure id="figure-nwjc6n54mm1sammz5"><img id="nwjc6n54mm1sammz5" src="https://cdn.durable.co/blocks/0gTwHlhYafBTQxaQUarMFVpOplP5cB1wtAcBXJnXFmgGCi893B7PB3K3lvUQPuBT.png" alt="person wearing watch near laptop" title="person wearing watch near laptop" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/0gTwHlhYafBTQxaQUarMFVpOplP5cB1wtAcBXJnXFmgGCi893B7PB3K3lvUQPuBT.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>Copywriters have a realm of responsibilities, but few people actually understand them. While some copy professionals will tell you their primary role is to sell a product/service, I look at it differently.&nbsp;</p><p><br>Sales talk can be really cheap, and let's face it - it gets boring. Imagine you have a pet food product, and you want people to believe it's the best pet product out there. The problem is, so does every other business that manufactures and sells pet food.&nbsp;</p><p><br>So, let's look at the copywriting rules great writers live by.&nbsp;</p><h3><br>The Client Comes First&nbsp;</h3><p>Each client I work with has an idea of what they want their product to convey, and it's my job to bring their ideas to life. Advise, but never tell a client what to do.&nbsp;</p><h3><br>Research &amp; Write&nbsp;</h3><p>No copywriter should ever start writing without performing research. This includes looking at competitors and conducting market research. We ask the question "What aren't people getting from their current retailer or service provider?"&nbsp;</p><p><br>When we have those answers, we can get creative and come up with copy that reaches our target audience and makes them want to learn more.&nbsp;</p><h3><br>Editing &amp; Adjusting&nbsp;</h3><p>Depending on the business I'm writing copy for and the target audience, I'll change my wording and make edits accordingly.&nbsp;</p><h3><br>Strategy&nbsp;</h3><p>Most clients will also ask a copywriter to help with their content marketing strategy. It's a massive part of making sure the copy we create reaches the right audience.&nbsp;</p><h2>The Rules of Writing Great Copy</h2><figure id="figure-jthznfnrrhm1saxpkv" class=""><img id="jthznfnrrhm1saxpkv" src="https://cdn.durable.co/blocks/1bjpTxtS2fQmWwCTBQkICJOS4BfL6zg76Q1TYDTj1QAFOQd4PyLI6BwG46hUsP7F.png" alt="pink and yellow hello neon light" title="pink and yellow hello neon light" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/1bjpTxtS2fQmWwCTBQkICJOS4BfL6zg76Q1TYDTj1QAFOQd4PyLI6BwG46hUsP7F.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure><p>As you've just seen, copywriters have a lot of responsibility, but we also have rules that we live by. Everything we do has to be with the client and target audience in mind. It often means clearing our own heads of what we think sounds great and putting ourselves in the place of a set of people we have nothing in common with.&nbsp;</p><p><br>Here are the rules we live by.&nbsp;</p><h3>Add a Touch of Magic&nbsp;</h3><p>Here's a common problem for the average company: They know <strong>what</strong> they want to say, but they have no idea of <em>how</em> to convey it. It's a copywriter's job to find the right words.&nbsp;</p><p><br>You can think of it as adding a touch of magic to something that is already established. For example, take McDonald's. There's no doubt that the fast-food chain is the worlds most popular, but why do people choose to eat there?&nbsp;</p><p><br><strong>Because they love the food.&nbsp;</strong></p><p><br>So when McDonald's asked their copywriters to come up with a new way to celebrate the long-running brand, they looked at who McDonald's is and most importantly, why people go there. The result?&nbsp;</p><blockquote><p><br><em><strong>I'm Lovin It.</strong></em></p></blockquote><p><br>Three simple words that defined the brand for years to come. Now the copywriting team for McDonald's could have gone for something outlandish and crazy, but they kept it simple, and that was when the magic happened.&nbsp;</p><p><br>Just like the simplest magic tricks often bring the most joy, words shouldn't overcomplicate things.&nbsp;</p><h3><br>Get Creative With Copywriting&nbsp;</h3><p>Creative copywriting is one of the best things you'll ever learn and it can <a data-mce-href="https://hannah-oneill.co.uk/blog/brand-messaging-guide" href="https://hannah-oneill.co.uk/blog/brand-messaging-guide">make or break your brand</a>.</p><p>It involves looking conceptually at a product and finding a unique way to promote it to others. </p><p>There are so many outstanding examples of creative copywriting, but nobody can forget the Durex advert that made people laugh during desperate times.&nbsp;</p><p><br>The 2016 presidential election left people in the US in a state of shock. Hilary Clinton was the favourite, and most thought of Donald Trump as a joke. But when he made it to The White House, the tears of laughter turned to heartbreak.&nbsp;</p><p><br>Durex decided to capitalise on Trump's shock win with their stunning "Get In Anywhere" campaign. It shows that creative copywriters can take events worldwide and use them to create unique marketing opportunities.&nbsp;</p><figure id="figure-k0m47hk9sjm1sb6mbf" data-full-width=""><img id="k0m47hk9sjm1sb6mbf" src="https://cdn.durable.co/blocks/38ipSCqc0wCq6QtcyHeSLvNtgNwomS1TQz51UzsTdXvzfHwFkvd6xAwEVyXEyRfu.jpg" alt="person holding string lights" title="person holding string lights" class="object-cover bg-gray-100 " style="aspect-ratio: 3/2; object-position: undefined% 50%;" data-corners="no-rounded" data-aspect="3:2" data-caption="" data-positionx="undefined%" data-positiony="50%" data-fullwidth="true" data-mce-src="https://cdn.durable.co/blocks/38ipSCqc0wCq6QtcyHeSLvNtgNwomS1TQz51UzsTdXvzfHwFkvd6xAwEVyXEyRfu.jpg" data-mce-style="aspect-ratio: 3/2; object-position: undefined% 50%;"></figure><h2>How to Nail Business Copywriting&nbsp;</h2><p>Business copywriting has one important goal in mind. Take prospects and turn them into loyal customers. It's not all about selling, because the most prominent brands understand that it's a lot cheaper to advertise to their current customers than to find new ones.&nbsp;</p><p><br>Once you understand your purpose, you can follow this golden rule:&nbsp;</p><h3><br>Follow the target audience.&nbsp;</h3><p><br>What do I mean by this?&nbsp;</p><p><br>It's simple, really. You write like your customers talk and you find out what annoys them most. We all have wants, and most of us understand that you don't always get what you It's simple, really. </p><p>Write like your customers talk and you find out what annoys them most. We all have wants, and most of us understand that you don't always get what you want. </p><p>But, if you're able to convey that you can solve their problems, you'll have a winning copywriting strategy.&nbsp;</p><h3>Research Your Audience&nbsp;</h3><p>There are plenty of ways to gain insights about the issues your audience face, and most of them are free.&nbsp;</p><p><br><strong>Amazon Reviews -</strong> What do people hate about the products they buy? Find out and tell them why yours is different.&nbsp;</p><p><br><strong>Reddit -</strong> Reddit is one of the most useful platforms because it gives you insights into what people are talking about.&nbsp;</p><p><br>Other methods include Facebook groups, following social media conversations and conducting customer research.&nbsp;</p><h3>Show Them What Makes You Different&nbsp;</h3><p>When I write copy, I become the product or service I'm selling. It's a complicated process, but it involves looking at every aspect of the thing we're advertising and asking myself:&nbsp;</p><ul><li>What makes me special?</li><li>How can I improve?</li></ul><p><br>The answers to those questions are what I base my copy on.&nbsp;</p><h2>The Best Copywriting Strategies That Lead to Conversions&nbsp;</h2><p>There are some ingenious copywriting strategies around, but some are more effective than others. Let's take a look at them.&nbsp;</p><h3>The "AIDA" Formula&nbsp;</h3><p>AIDA is probably the most common formula around, and it's the basis of most copywriting courses.&nbsp;</p><ul><li><strong>Attention: </strong>Create an eye-catching statement or slogan.&nbsp;</li><li><strong>Interest:</strong> Make a bold promise (that you know you can keep).&nbsp;</li><li><strong>Desire:</strong> Spark your readers want to obtain whatever you're promising.&nbsp;</li><li><strong>Action:</strong> Finish with a strong call-to-action.&nbsp;</li></ul><h3><br>Turn Features Into Benefits&nbsp;</h3><p>Features are great, but believe it or not, they don't sell products. Take each feature and list the benefits it offers. Those are what turn clicks into conversions.&nbsp;</p><p>Here are some great examples of feature-to-benefit copywriting:</p><p><strong>Feature:</strong> <em>Headphones with noise-cancelling technology.</em></p><p><strong> Benefit: </strong><em>Get lost in the music with zero distractions.&nbsp;</em></p><p><br><strong>Feature: </strong><em>Our laptops come with 1TB of storage. </em></p><p><strong>Benefit:</strong> <em>Memories that last a lifetime. Store all of your photos and videos without running out of space.</em></p><h3>Keep it short and sweet</h3><p>Never underestimate the importance of keeping your copy short and sweet. Fluff doesn't sell, and many readers get put off by large streams of text.</p><p> You need to explain what you're advertising, the benefits it offers your audience and get them to take action.</p><p>With great strategies like these, you can follow a set of rules to make your copy stand out. Professionals use these strategies because they work.&nbsp;</p><h2>The Bottom Line&nbsp;</h2><p>In this brief guide to copywriting, I've discussed the foundations of fantastic copy, but there's so much more to learn. From power words to calls-to-action, copywriting is a complex form of marketing that many businesses prefer to leave to the professionals.&nbsp;</p><p><br>If you'd like to scale your business through copywriting, but don't want to spend time learning about how to do it right, <a data-mce-href="https://hannah-oneill.co.uk/blog/essential-copywriter-questions" href="https://hannah-oneill.co.uk/blog/essential-copywriter-questions" target="_blank" rel="noopener">hiring a copywriter</a> could be a wise investment.&nbsp;</p><p><br><a data-mce-href="https://hannah-oneill.co.uk/website-copywriting-services" href="https://hannah-oneill.co.uk/website-copywriting-services">Find out more about my copywriting services.&nbsp;</a></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p><p><br></p>

What is Copywriting? The Complete Guide

<p>Looking to make a great impression on your audience and build a successful brand? Hiring a talented copywriter is the best way to stand out from the competition and give your audience exactly what they're looking for.</p><p>But finding the right copywriter can feel overwhelming. It's crucial to ask the right questions before deciding to ensure you get the best results.</p><p>So, what should you ask? As a freelance SEO copywriter with experience working with clients worldwide, I know how important it is to set clear expectations before starting a project.</p><p>In this post, I'll share some of the most important questions to ask a copywriter before you hire them—and what to look for in their answers.</p><p>Let's discover how these key questions can help you find the perfect copywriter for your needs.</p><h2>Experience and Background</h2><p>Not all copywriting is the same; what works for one business might not work for another. For example, direct response and sales copywriting might be your best bet if you're focusing on creating emails and flyers.</p><p>On the other hand, websites often require a mix of writing styles, especially when it comes to SEO, which is crucial for ranking well on search engines.</p><p>SEO copywriting is a balancing act—it requires creativity and strategy to work together seamlessly. Before you hire a copywriter, it's vital to get a sense of their experience and background.</p><p>Here are some key questions to consider:</p><ol><li>What types of projects have you worked on before?<br></li><li>How long have you been copywriting?<br></li><li>Do you specialise in any specific areas, like SEO copywriting?<br></li><li>Who are some of your previous clients?<br></li><li>Do you have any long-term clients?</li><li>How long does it typically take you to finish a project?</li></ol><h3>Why these copywriter interview questions matter</h3><p>Knowing a copywriter's experience helps you ensure they're the right fit for your project. The last thing you want is to hire someone who doesn't have the expertise you need.</p><p>Checking out their past work and reading reviews can give you a good sense of what they can deliver.</p><p>Discussing the budget upfront is also a good idea to avoid surprises later. An experienced copywriter should be able to give you an estimate based on the scope and timeline of your project.</p><h2>Writing Process and Style</h2><p>Hiring a copywriter is exciting, but it's essential to make sure you're choosing the right person. You should ask about their writing process and style to ensure a smooth collaboration.</p><p>Every copywriter has their own approach, but a skilled copywriter should align their writing style to suit your brand's needs.</p><p>For example, I use a feature-to-benefit model, which helps me get to know your business while focusing on your goals and addressing any challenges.</p><h3>Here are a few questions to ask:</h3><ul><li>What's your writing process like?<br></li><li>Can you write in the tone of voice I'm looking for?<br></li><li>Are you flexible enough to adapt to my specific needs?</li></ul><p>Finding a copywriter who understands how you want to communicate with your audience is crucial. For instance, a technical writer is great for manuals but might not bring the creative spark needed for branding.</p><h3>Communication and Collaboration</h3><p>Good communication and collaboration are key when working with a copywriter. It's important to find out how they prefer to communicate—whether it's via email, phone calls, or digital platforms like Slack or Zoom.</p><p>It would help if you also asked how they handle constructive feedback and whether they're available to meet your deadlines.</p><p>And don't forget to clarify ownership rights for the finished work. Most freelance copywriters will transfer full rights to you once you've paid, allowing you to use the content however you like.&nbsp;</p><p>Some might also ask to include the work in their portfolio, which can be a win-win if it helps promote your business.</p><h3>Understanding of Marketing and SEO</h3><p>The right copywriter should have a good understanding of marketing and SEO to create content that resonates with your audience and performs well online.&nbsp;</p><p>Before hiring, make sure they have the experience you're looking for and can ensure a successful copywriting project.</p><p><strong>Some questions to ask include:</strong></p><ol><li>Are you familiar with marketing concepts like A/B testing, customer segmentation, and analytics?<br></li><li>What experience do you have with SEO techniques such as keyword research and link building?<br></li><li>Which SEO tools do you use when creating a piece of content?<br></li><li>Do you know how to use content management systems like WordPress?<br></li><li>How have you integrated social media into your copywriting projects in the past?</li></ol><p>It's also a good idea to ask for examples of previous work, especially any successful campaigns, to see how they've achieved positive results.</p><h3>Pricing and Timeline</h3><p>While a solid understanding of marketing and SEO is crucial, discussing pricing and timelines is also important.</p><p>Find out if they charge per word, per hour, or by the project. Some copywriters offer packages that include extra services like keyword research.</p><p>Ask about their timeline for completing your project and whether there are any milestones along the way. Knowing when to expect the finished work is essential for planning.</p><p>And don't forget to ask about payment terms, like deposits, and whether they offer discounts for regular clients.</p><p>Asking these questions will help you better determine whether the copywriter suits your needs and budget. Take notes during your conversation to make an informed decision later on.</p><p><strong>Word or Hourly Rate? </strong>This one can be tricky, but here's the deal: Some copywriters charge per word, but that pricing model often overlooks the time spent on research and strategy, which can affect quality.</p><p>An hourly rate usually considers the entire project, leading to concise, compelling copy that gets to the heart of your message and drives results.</p><h2>Wrapping It Up: Essential Questions For Copywriters</h2><p>When it comes to hiring a professional for your project, asking the right copywriter interview questions is key to finding the best match for your project.</p><p>Consider their experience, writing process, communication style, understanding of marketing and SEO, and pricing structure. Taking the time to ask these questions will help you find a copywriter who can deliver exactly what you need.</p><p>With thoughtful questions and careful consideration of their answers, you can make a confident decision that sets your project up for success.</p><p>Feel free to reach out if you're looking for a <a data-mce-href="https://hannah-oneill.co.uk/website-copywriting-services" href="https://hannah-oneill.co.uk/website-copywriting-services" target="_blank" rel="noopener">freelance SEO copywriter </a>with plenty of marketing experience and a commitment to exceeding expectations. I've completed numerous writing projects and would love to support your needs.&nbsp;</p><p><br></p>

Essential Questions to Ask A Copywriter Before You Hire Them

<p>Think about your favourite company. What makes them unique?</p><p>Is it their range of products or is it just something about them that you love?</p><p>A lot of new businesses think they need to have the best products or the lowest prices, but that's not true.</p><p>The most popular companies survive because they excel with brand messaging.&nbsp;</p><p>Find out what it is and how to do it right in this guide.</p><h2>The Best Brands Build Relationships&nbsp;</h2><p><br>Your products or services will change, and any good business knows it's crucial to adapt to the evolving needs and trends. But the one thing that should never change is your strong relationship with your customers.&nbsp;</p><p>&nbsp;Take a look at these statistics:&nbsp;</p><p>&nbsp;52% of UK customers will buy from a brand they trust&nbsp;</p><p><br>&nbsp;67% of customers will spend more money if they have a pleasant experience.&nbsp;</p><p><br>&nbsp;There are between 5-7 interactions before a customer remembers a brand.&nbsp;<br>&nbsp;</p><p>Brand loyalty is so important, but a lot of companies struggle to make an impact with their branding message.</p><p>The vision and mission statements are everything, so why do the majority of businesses get it so wrong?</p><p>There are two main things you need to think about when creating your brand message:&nbsp;</p><ol><li>USP - Unique Selling Point of your company. What can you offer? Why should people choose you?&nbsp;<br></li><li>Vision Statement - What do you hope to achieve? What will keep your business going strong?&nbsp;</li></ol><h2>Finding Your Unique Selling Point&nbsp;</h2><p>Whether you focus on the USP or vision statement first, is up to you. But, I find it most helpful to define my USP before focusing on the vision. Once you know what makes you unique, you can convey it in your vision statement.&nbsp;</p><h3>Setting the Foundations</h3><p>It never fails to amaze me when a company throws itself into creating a website, getting some flashy business cards and reaching out to clients, with no idea of who they are.&nbsp;</p><p>&nbsp;Imagine a builder constructing a new home. If that builder focused on the brickwork and roofing before laying the foundations, people would think the builder was crazy, wouldn't they? It's the same with branding.&nbsp;</p><p>&nbsp;Once you start to think of brand identity as the foundation of your company, you can focus on the design of your website and how you communicate with your audience.&nbsp;</p><h3>Raising the Bar&nbsp;</h3><p>One of the most critical aspects of creating a strong brand identity is analysing your competition. It's common knowledge that if you're selling a product or service, you need to know all about your audience, right? But, looking at other companies gives you a secret weapon.&nbsp;</p><p>&nbsp;Every single company has a selling point, and you can use those selling points to identify your USP. Let's take Wix as an example.</p><p><strong>Case Study &nbsp;</strong></p><p><br>Wix enables people to build their own websites with a drag and drop builder. Its main selling point is providing a cheap way for people to establish an online presence. Their message is simple and resonates with their audience.&nbsp;</p><p>Wix went further to cement their brand by emphasising the point that they use a drag and drop builder. Platforms like WordPress can be quite complicated for newbies, and so Wix managed to establish themselves as a conveniently priced DIY website builder.&nbsp;</p><p>To put it simply, the company defined their USP by using competitive analysis.&nbsp;</p><h3>Your Vision and Mission Statement Matter</h3><p><br>A vision statement should tell your audience who you are, why you're here and what you hope to achieve. It's one of the most challenging things for a start-up to do because your statement has to be clear and sum up your company in a few words.&nbsp;</p><h3>Clarity Over Complexity&nbsp;</h3><p><br>A lengthy, descriptive vision statement will confuse your audience, so it's best to keep it simple. Ambiguous vision statements don't resonate with an audience.&nbsp;</p><p>&nbsp;For example, saying your vision is to be the biggest fashion brand in the world might not resonate with your consumers. However, if you said "We aim to be the most forward-thinking sustainable fashion brand in the UK", that would create more of an impact.&nbsp;</p><h3>Keep It Real &nbsp;</h3><p>You don't want people to read your vision statement and still have no idea of what you do. Ambiguous statements don't create an impact, so let people know who you are. Don't be afraid to include your USP and offer a brief overview of your business.&nbsp;</p><h3>Stick to Your Values&nbsp;</h3><p>What do you want to achieve? Do you genuinely want to put customer service over everything else, or are you focused on offering speedy solutions? A lot of brands include their commitment to providing the best customer service in their statement, but if that's not top of your priority list, don't add it.&nbsp;</p><p>&nbsp;Your vision statement is only achievable if you're willing to work for it. Think about what you're passionate about and convey it to your audience. You won't resonate with everyone, but you will reach the customers you want.&nbsp;</p><figure id="figure-l1t0d3bc3m0k1zsbh" class=""><img id="l1t0d3bc3m0k1zsbh" src="https://cdn.durable.co/blocks/29DpcloJbQImtleXytGo5d1RkjJXIFPhnypiyE8IeLELWBvCrPlEEwAZTVWWcMUK.png" alt="lightbulb with branding words" title="lightbulb with branding words" class="object-cover bg-gray-100 rounded-2xl md:rounded-3xl lg:rounded-4xl" style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/29DpcloJbQImtleXytGo5d1RkjJXIFPhnypiyE8IeLELWBvCrPlEEwAZTVWWcMUK.png" data-mce-style="aspect-ratio: 16/9; object-position: center center;"><br></figure><h2>Amazing Marketing Messaging is Adaptable</h2><h3>What happens when a brand outgrows its vision statement?</h3><ol><li>They update it to maintain their relevance.&nbsp;<br></li><li>They leave it as it is and lose their market.</li></ol><p>&nbsp;<br>Every brand must be willing to adapt as consumer trends change and technology advances. </p><p>Living with your brand vision is vital for ongoing success, but there's nothing wrong with altering your message; especially if it's outdated.&nbsp;</p><h3>Microsoft</h3><p>In the 1990s, Microsoft was at the forefront of computer technology. Their vision statement was about getting a Windows desktop in every home. It was a great message for the time, but as technology advanced, Microsoft needed to update its vision statement. &nbsp;</p><p>Their new vision statement focuses on how technology has evolved into mobile use. By adapting to meet consumer trends, Microsoft retains its relevance. &nbsp;</p><h2>How to Write a Vision Statement That Defines Your Brand&nbsp;</h2><p><br>Every company should have a unique vision statement, but there are factors you should consider when writing yours.&nbsp;</p><p>&nbsp;The best vision statements speak to both your customers and your employees. If people don't believe in what you're doing, they're less likely to buy from you. Most importantly, your team should be brand ambassadors, so make sure you inspire them.&nbsp;</p><h3>Is It Challenging?&nbsp;</h3><p>Your vision statement is a look towards the future. It's meant to show ambition and forward-thinking. If a company says their vision is to offer the lowest prices in their industry and they already do that, then it's not a compelling vision statement.&nbsp;</p><h3>Can You Achieve It?&nbsp;</h3><p>There's nothing wrong with ambition, but don't let your vision statement become a show of arrogance. A small marketing company could say they aim to become the best results-focused agency in their country, but the world would be a bit too much.&nbsp;</p><h3>Is It All About You?&nbsp;</h3><p><br>A lot of business owners think they alone should write their vision statement, but it's important to consider everyone involved with your company. Sharing your vision with your entire company hierarchy makes sure everyone will strive to achieve it.&nbsp;</p><h3>The Formula&nbsp;</h3><p>If after reading this you're still struggling to create an impactive vision statement, try this formula.&nbsp;</p><p><strong>&nbsp;[Five/Ten/Twenty] years from now [your company] will be ____ in ___ with ____. &nbsp;</strong></p><p>So that's how to create an impactive vision statement. Remember these key points, and you'll be able to put your ideas into words.</p><ul><li>Leave the jargon&nbsp;<br></li><li>Be realistic&nbsp;<br></li><li>Incorporate your company ambassadors&nbsp;<br></li><li>Keep it relevant<br></li><li>Don't be afraid to adapt your message. <br data-mce-bogus="1"></li></ul><h2>The Tagline&nbsp;</h2><p><br>Can five words really be that difficult? Finding the perfect tagline trips up many business owners and even marketers. </p><p>Creating the right branding message through your tagline is possible, with some strategic thinking and creative inspiration.&nbsp;</p><h3>The Basics&nbsp;</h3><p><br>&nbsp;First things first, taglines and slogans are two different things.&nbsp;</p><ul><li>&nbsp;<strong>Taglines </strong>- Defines the main idea or concept of a company.&nbsp;</li><li>&nbsp;<strong>Slogans</strong> - Defines the promise and personality of a brand.&nbsp;</li></ul><p>&nbsp;A lot of people confuse taglines and slogans, but once you understand the difference, you can create a compelling statement. Here's what you need to do.&nbsp;</p><h3>Step One: The Benefit&nbsp;</h3><p>Taglines confuse a lot of people because they have to convey a benefit or promise in only a few words. If you look at some of the most famous taglines, you can see how and why they work.&nbsp;</p><p><strong>&nbsp;Apple - Think Different&nbsp;</strong></p><p>&nbsp;How do two words define a global company? Think Different is an amazing brand message because Apple offers unique technological solutions. &nbsp;</p><p><strong>Nokia - Connecting People &nbsp;</strong></p><p>Nokia was at the forefront of mobile technology (we all remember playing Snake). Their tagline sums up precisely what they do - they connect people.&nbsp;</p><p>&nbsp;Your tagline should summarise what you do and how it benefits people. &nbsp;</p><h3>Step Two: Lose The Quotes</h3><p>&nbsp;<br>This is a short lesson, but an important one. Never put your tagline in quotation marks. Just don't do it. Nobody wants to shop at The "Best" In Women's Clothing.&nbsp;</p><h3>Step Three: Active, Not Passive</h3><p><br>&nbsp;If the Nokia tagline was "People Connected", would it have the same impact? Active voice inspires action, so try to use verbs that end in -ing to show people instead of telling them.&nbsp;</p><h3>Step Four: It's Not All About You&nbsp;</h3><p>A strong branding strategy shows people what you can do for them. Drop the I's and We's for the You's. A great example of this technique is Burger King.&nbsp;</p><p>Their slogan is "Have it Your Way". If they had said "We Make It Your Way", it wouldn't have had the same impact, would it?&nbsp;</p><h2>The Bottom Line</h2><p>&nbsp;<br>There are so many elements involved in creating an amazing brand message, but you can do it. The most important thing to remember is to put your target audience first and speak to them.&nbsp;</p><p>Once people believe in your brand, they'll want to be a part of it. Building a strong brand identity takes time, but it's worth it.&nbsp;</p><p>If you need support with your brand message, a website copywriter can help you make an impact, while also staying true to what you value most.&nbsp;</p>

Hannah O'Neill

Resources

What is Copywriting? The Complete Guide

Essential Questions to Ask A Copywriter Before You Hire Them

The Amazing Brand Messaging Guide: How to Make Some Noise