Keeping your copywriting on message

There was an interesting feature on local radio providing advice to businesses on how best to write compelling copy for their website or other marketing material. The freelance copywriter who was being interviewed provided some useful guidance on producing content in terms of keeping it clear; focusing on benefits not features; making it attention grabbing; and including a call to action. This was all very helpful advice, but what they failed to mention was the importance of developing clear and concise messaging that underpins and reinforces everything a business says to its customers, prospects, partners and employees.

Effective messaging will provide a foundation for all marketing activity, enabling you to communicate consistently with key stakeholders across all channels. It will encompass your positioning, vision and core values in-line with the business’ ongoing strategy and key objectives. This will help to create an effective “boilerplate” or “elevator pitch”, providing a simple and easily communicated summary about who you are and what your proposition is.

The messaging should also include your organisation’s key capabilities, making it relevant to target audiences by outlining benefits, differentiators and proof points. In simple terms, it will help demonstrate the value you can provide, why you are different from your competitors and the evidence to back this up.

With this supporting material agreed you can shape your marketing and comms requirements with effective copy that is easily tailored for a particular activity, audience or industry sector, but always possesses a clear, consistent and credible corporate message. In fact, the messaging should become central to all brochures, descriptions, websites, presentations, public relations and adverts to ensure that it is repeated over and over with the ultimate objective of reaching, educating and convincing key stakeholders.

About Jasper Business

Jasper Business Communications is an independent business-to-business PR agency based in South London working in close partnership with clients locally and across the UK. We use former journalists and experienced industry specialists to create tailored PR and marketing solutions that take advantage of all traditional and online communications channels.