Businesses… choose your words carefully

Great copy, will always be great copy. There is no replacement. Words are powerful, they illustrate and describe, serve insight and knowledge, inspire and persuade, create authority and purpose, establish tone and voice but most importantly, they are the first and last reminder a customer will have of your organisation, business or movement. Choose them wisely.

Copywriters are often undersold and under-appreciated, small-to-medium sized businesses will often overlook a copywriter, the profession has attracted an undeserved connotation of inessential nature. But copy is a craft, a finely tuned skill, adept at weaving tone, voice and message into a luscious bundle of prose or phrase, when written effectively.

Regarding things of style, move with the current, regarding things of value, stand firm like a rock. Wonderful copy can make your brand timelessly evergreen, a fountain of zeitgeist appeal; whilst simultaneously building brand pillars that will never be moved, no matter the swaying tide.

Here are some thoughts to consider 🤔:

Powerful brands use powerful words. Your brand message is often the first port-of-call for a customer and effective words can certainly leave a lasting reminder.

Make your ideas stick. Potent copy will always stick. The Great Wall of China is the most prominent manmade landmark from space, right? Think again. There are multiple landmarks wider than the Great Wall of China and only width could serve as a factor of visibility from space. The real truth? This is a memorable brand message, served to stick.

Finally, resonate with honesty. “You see, I am trying in all my stories to get the feeling of the actual life across — not to just depict life — or criticise it — but to actually make it alive. So that when you have read something by me, you actually experience the thing. You can’t do this without putting in the bad and the ugly as well as what is beautiful.”
—Ernest Hemingway