Monday, 19 November 2012

The Four C’s of Copywriting – Waseem Saddique Provides Four Foundational Facts for Great Copy

Award winning entrepreneur and marketing expert Waseem Saddique, discusses four essential requirements to remember when writing copy for consumer consumption.
  • Copy is King

Waseem Saddique states: “What you say and how you say it creates the first impression of your business. If your content is lifeless, tired and complex, consumers will ‘switch off’ and turn their attention elsewhere.”

The most important principle to remember when constructing copy is that ‘Copy is King’, it’s the most persuasive weapon in the marketer’s arsenal. Whether you’re writing for a website, social media, an online marketing campaign, print media or any other communication platform that requires words, copy applies the ‘voice’ and will ultimately affect the decision making process of consumers.

When used correctly alongside other content features, such as videos and images, copy can be immensely powerful. It has the ability to provoke feelings and emotions and good copy should always focus on the reader ‘make it about the consumer’. This is the key to the ‘Copy is King’ principle.
  • Captivate

Before your copy does anything else, it needs to captivate the consumer, drawing them into a story that they can immerse themselves in. If your copy can achieve this then much of the battle is won, as you've held their attention, but more importantly they are giving up their time to ‘read into’ what you have to say.

Quality copy can captivate by creating curiosity, Waseem Saddique comments: “Don’t launch into an extensive overview that’s all about your business, appeal to the consumer instantly. What you have to offer should create a ‘buzz’ and ‘frenzy’.”

In the modern age of online marketing, businesses only have a limited slot to capture the attention of the consumer audience. Social Media platforms, such as Facebook and Twitter, restrict content characters; therefore, your copy has to act instantly to grab the attention of time short audiences.   

Website copy needs to be digestible, so short, snappy and to the point are the key requirements for successful website copy. Websites are the ‘doorway’ that create that vital first impression when it comes to online marketing, but it’s up to the power of your copy to convince them to enter through that ‘doorway’.
  •        Convince

Once your copy has captured the attention of the consumer, its purpose then becomes to convince. The art of persuasion is what copy is all about as it’s the first step on the journey to leading a consumer towards a purchase or use of your services.

At this stage this is where your business should highlight what you can offer the customer, what differentiates you from your competitors; basically, highlight the unique selling points of your company.

The great thing about copy is that it’s transferable, adaptable and contemporary. Companies are able to explore what works. For example, a different style of copy will be required for Social Media purposes than the style of copy produced on a company website.
Waseem Saddique states: “Copy with the power to convince can be adapted for all online marketing platforms, whether it be blogging, social media, article marketing or other forms. This means that copy has the power to convince via a variety of communication channels.”
Convincing copy ultimately convicts people to take action and from a business perspective this can lead to increased viral marketing and effectively, brand awareness is spread by the consumers themselves. This is the power that convincing copy has.
  •     Compel

Once captivated and convinced by what your company has to offer, the role of your copy is to compel them into taking action, making that final step that leads to a sale. Your copy should not give them a reason to backtrack; it should lay out the ‘red carpet’ helping them to cross the threshold.

Copy that compels usually comes in the form of a ‘call to action’ statement, providing the consumer with a summary snippet, before requesting some form of interaction. Keep the copy relevant to the journey you've brought the consumer on so far, don’t stray away from the topic at the final hurdle.

Waseem Saddique says: “Compelling copy is what ultimately leads to the sale of a product or service as it asks something of the consumer. Copy that can influence the decision making process and take the customer into the ‘point of sale’ stage has done its job.”

On whatever platform a business produces copy, as long as these four key principles are addressed and are at the forefront of your copywriting strategy, then any online marketing campaign will be a success.