In an ideal world, you'd have a professional copywriter to write all your marketing copy right?
But often that's not the case.
A social media manager, for instance, may be writing captions every day, or maybe someone's asked you to take over the business newsletter.
Not everyone is a trained content writer, but most people in marketing and business will have to write marketing copy at some point.
Here are 3 ways to write better marketing copy, straight from our highly qualified, Australian copywriting team.
Who? Our All In Creative team of content creators includes 5+ copywriters who have spent years writing for SEO, creative ads and marketing (and even creative writing projects with published authors in our ranks!).
Being concise increases your impact and improves comprehension.
We were tempted to leave it at that - but being concise doesn't mean NOT writing. It means being to the point and not wasting your reader's time with fluff and unnecessary words.
You'd think writing less would make it easier, but it takes practice.
Mark Twain said it best, 'I didn't have time to write a short letter, so I wrote a long one instead'.
Even as professional copywriters, we have to edit and cut down our writing after the first draft.
When you edit and proofread your copy, continually ask yourself, 'is there a better way to say this with fewer words?'
Be ruthless. Less is more - and that's all we'll say about that!
Be persuasive. If you want people to buy what you're selling, you must also believe what you're writing.
Hedging language is the trap that will undermine the persuasiveness of your content.
Hedging language uses words to create a sense of vagueness, leaving room for other possibilities. This is considered good practice in some settings like academic writing, but is a big no-no for marketing copy.
Hedging words include: 'can', 'could', 'possibly', 'likely', 'may', 'often', 'sometimes', 'usually'.
Tell people what you know without apology. Ditch the qualifiers and tell them what your product or service will do.
If we were using hedging language, we'd say 'hedging language can make your writing less impactful', but really, 'hedging language will make your writing less impactful'.
Want an extra kick in your call to action?
Don't ask people to do something, ask them to be something.
I may not want to donate blood, but I want to be a hero. I may not want to give up hours of my time to volunteer at a local charity, but I want to be a change-maker. I don't want to add another thing to my cart, but I want to be a bargain-savvy shopper.
Reframe actions into identities and supercharge your impact.
Be a smart writer.
With chat GPT and helpful tips like these - who needs us anyway?
Just kidding.
There is a place for AI content writing, and merit in DIY copywriting, but there's always a need for real-life human copywriters - especially when it comes to marketing copy.
But the amount of copywriting involved in running and marketing a business is astronomical. Unless you have budget to burn, bringing in a fair dinkum, qualified Australian copywriter every time you need copy is impractical.
So when should you get a professional writer on your side?
Finding an avenue for outsourcing your copywriting is like navigating a minefield. Never mind Chat GPT and overseas workers. Once you find your way past those, you still need to find someone good.
At All In Creative, we can confidently say our writers are the best. With journalists and published authors in our ranks (and more years of experience than we'll admit to because it shows our age...), we'll help you find the right words.
Drop us a line and have your copy converting in no time.
Is it really necessary to have a blog on your website?
The answer - only if you want to be seen by your customers, share the latest about your business, and have a greater success rate with customer conversion.
So, in short – yes!
Your website blog is your most effective way to communicate with your existing and future customers.
Even more, it provides Google with up-to-date and regular content for SEO (Search Engine Optimisation), helping people find your site.
This article is here to give you an overview of:
In short, you want a blog that delivers clear and helpful content related to your business and industry. Explain what you do, how you do it, and why potential customers should choose you and not the competition.
For SEO purposes, you'll need a broad range of topics and information that help your ideal customer at every point in their buying or decision journey. That means covering the searches they do when they don't even know they need you yet, to educational information about what you do, all the way through to post-purchase information.
By including a range of topics, you’ll help build your website’s authority in Google’s eyes, meaning your keyword and website ranking will perform much better – making your website easier to find and increasing your traffic.
Can’t an AI writing tool like ChatGPT just write my blog for me?
Well, it could... but you wouldn’t want it to.
While AI is a powerful tool, it lacks a human content writer's originality, understanding of context, and accuracy. AI writing tools don’t actually understand the text they generate. They simply source existing content from the internet and then repackage it in a different way.
This comes with more than a few risks...
While AI is constantly improving, it still can’t compare to a human content writer who takes the time to research and present facts and figures intelligibly and logically. Because AI doesn't understand its own content, it has no way to know if it is contextually correct. This can lead to incorrect or inaccurate figures or out-of-place content.
Google ranks websites by rewarding those that demonstrate expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). Websites with repetitive or unhelpful content tend to get bumped down the rankings by the search algorithm. In 2022, Google stated that it was releasing a "helpful content update" that would prioritise helpful and original content made by people for people.
By the time you generate what you want the AI writing tool to say, then edit and proofread the pieces it generates, it is often quicker for a human writer to create the text. The cost of hiring a local blog writer is also generally cheaper when you account for the business running time to operate the AI tool.
Brands spend millions on advertising and marketing to evoke an emotional reaction in their customer base. This is a human touch that cannot be replicated by technology. AI writing tools will write in the same way, no matter the content and your brand voice risks sounding like everyone else. Remember, AI writing may seem extremely clever, but it cannot have its own creative thought. Successful campaigns like ‘should’ve gone to Specsavers’ and Snickers' 'you're not you when you're hungry' could never be generated by AI.
Running a blog and a business may take up a lot of time, but hiring a local Australian writer is one surefire way to ensure your content is consistent, well-researched, plagiarism free and written to your brand voice. And it probably won’t cost as much as you think!
Do you like a casual style or a formal and professional tone in your brand? A human blog writer can easily incorporate all your business and style quirks to make content that sounds like you and fits your business perfectly.
A local writer will also help close the gap with your audience with local expertise and expressions. For instance, an Australian content writer will sound different to an American or British writer. An Australian writer will know your business fixes concrete cracks in the footpath, not sidewalk, and is better positioned to understand regional trends to tailor your blog content to your local customers.
Additionally, hiring a writer trained in SEO that understands keywords and how they work means your website blog has a greater chance of being seen by search engine algorithms, putting your brand in front of the eyes of more potential customers. A trained writer will know how to add content to pique search engine interest.
For example, our All In Creative writers know the essential SEO features to include in your blog, like; the importance of keywords in headings, using the right character count for answers to be featured as a snippet, and how to include and format bullet points to be featured as answers on Google’s search page.
If your business uses social media to connect with customers, then your blog content can be repurposed again and again, tailored for different platforms. Obviously, you would want to avoid a 1000-word post on your Facebook feed, but targeted snippets can be used, leading your customers to your website and then to contacting you.
Using SEO keywords means that search engines will pick up the same niche phrases in your website blog and your company’s Facebook, Instagram and LinkedIn pages. This gives you a much wider net of visibility, with more chances to be seen for the same time, effort and money.
Are you ready to begin your blog journey, providing a direct link from your business to your customers with up-to-date, factual and helpful information?
The team at All In Creative is here to help you with your blog and copywriting needs. Our trained writers are SEO writing experts with years of experience writing blogs and website content.
We know that what you say and how you say it is important, and our team are completely local Australian writers with years of marketing experience. Our head office is based on the Sunshine Coast in Queensland, with writers also based in Sydney and Brisbane, and we don't outsource our work overseas. Call us on 1300 993 010 or contact us through our website for a free creative quote and a friendly conversation about how we can help your business’s online visibility.
We are here to make you look awesome!
