Are you running a business or are you part of one? At its core, writing is communication, and the more mistakes you make, the worse off your copy is at communicating to customers. There are far more kinds of mistakes one could make than merely typos or awkward English, though. A professional copywriter adds all sorts of expertise to what they make for a client, which is why they’re essential to businesses that need to draw in customers.
In particular, there are some types of businesses that will lose lots of client or customer interest if their writing isn’t polished and targeted the correct way. Take a look below at these four types of businesses, and you’ll see how the quality of their copywriting can either strengthen or hamstring their chances of success. If you’re the owner of a business in one of these categories or are in a leadership position at one of them, take it as a sign to look over the writing customers look at and see if it’s living up to its potential.
Image via Flickr by Jessa Slade
Companies that serve artists of any kind must express support, confidence, and encouragement toward their clients, while also clearly expressing what they offer. Too much of one or the other, and you’ll neglect those with an intense or casual interest, respectively. Artists constantly look at different tools aimed at them and make judgments, usually that they are either not ready for what it offers or beyond what it offers.
Imagine a company that offers a platform for artists to get discovered and make more money from their craft. Focusing on how it includes a week-long course to use some advanced software could cause a fresh, unpaid artist to think “Maybe I’m not ready. This sounds complicated.” If that’s unintentional, and your service and training are well received by beginner artists who did sign up, you’ve got serious miscommunication. You might be sending the wrong message to your ideal customer, or only capitalizing on one half of your potential audience.
The STEM Group
Science, technology, engineering, or math-related businesses cover a huge span of industries, and their main issue with communication often comes down to STEM being a totally separate world from the humanities, like writing. The curse of knowledge is a brutal challenge for many businesses in these fields. If you’re unfamiliar with the term, the curse of knowledge is when a piece of advertising, copy, etc. comes from a place of having knowledge that does not connect or appeal to the uninformed. It most often occurs when complex benefits or features overwhelm the potential customer.
STEM businesses also have some of the most difficult customer education barriers. Explaining why someone should buy a product or support a cause, what it does or does better than others, and how its benefits are scientifically legitimate can all take up lots of space on a page, especially with accompanying graphics. It’s such a complex issue that educators encourage a blending of STEM and writing, reshaping the education standard. A copywriter who can make custom images or infographics or expertly discern the key attractive features can make all the difference.
Image via Flickr by fdecomite
Travel is such a broad concept that there are many customer needs to address. A website where people can book hotels will need enticing emails to get more people jumping on their current deals. Tourism is the lifeblood of many places all over the world, but it’s competitive and often relies on extreme journalism tactics. A great content strategist can create clever advertisements through content that people are all too happy to read, making them more willing to try a service or destination.
Travel customers are very sheepish. Vacationers aren’t just giving away time and money, but they usually have a certain, rare vacation time and limited funds saved for the trip. The best travel writing draws a person into the setting offered by a destination, and builds trust so that they are willing to give this precious time and money. When travel articles don’t engage, it’s usually because the writer treats them more like personal diaries or bland descriptions of attractions. Great travel writing comes across as personal, but also generates trust and excitement.
Businesses That Blog
Countless businesses in all sorts of industries and niches are turning to blog marketing as a way to draw up leads. Unfortunately, most blogs reach no one and don’t achieve anything other than taking up space. There are many mistakes that businesses and entrepreneurs make that contribute to blogging’s shaky reputation, such as using someone knowledgeable in the field, but not in writing, to create the posts. But even people with great writing skills, who can make sentences jump out and who can sell people with words, won’t make a blog successful through that alone.
Blog writing is an art all its own, and there are many factors to making it work. A hired freelancer who builds a blog for you should know or research your market inside and out, study the needs and interests of your customer base, and stay on top of fluid technical concepts like SEO and advertising. These all stand atop the foundation of writing well, and together form a sort of technical-artistic pyramid needed to get your blog converting clients.
You might have noticed that these are very wide categories. When it comes down to it, most businesses that don’t get customers in droves automatically will need a copywriter who understands and addresses customers with great writing. In this accelerating world, everything is getting more complicated, and writers are picking up other skills like market research and networking to address the growing needs of today’s businesses.
As stated before, writing is communication, but this is a broad definition. For businesses, writing is best thought of as a resource, in that you should ideally have the highest quality you can and use it in the best ways. Stay ahead of competitors and spend the capital to hire a skilled copywriter. If you do, you’ll get more than your money’s worth in powerful written words, whether on a website, brochure, emails, or anywhere else.