They say that a picture is worth a thousand words, but the power of writing copy is not something that should be ignored. Yes, you want to use the emotive communication of semiotics and visual cues to help engage your client base, but this can be further bolstered by finding the right written style to complement your visual brand language.
You needn’t be a wordsmith or literary marvel to create compelling copywriting for your organization. Indeed, this is the sort of work you can outsource to professionals if you wish. Before you relegate copywriting to the bottom of your priorities list, here’s three reasons the importance of strong copy shouldn’t be overlooked.
1. Your tone of voice = your brand personality
If your brand or business were to come to life as a person, how would they speak? Do you communicate with authority and an air of importance? Or is it more appropriate to seem friendly, humble and down to earth? It’s key you decipher the difference between these varying tones of voice, to ensure you’re using a written and verbal communication style that’s befitting to your company mission and objectives.
For example, a bank may well want to take a more formal, informative approach to its copywriting. Yet, a new start-up finance option, such as Monzo, can be disruptive and engaging by offering an alternative to users who find traditional, established banks irrelevant to their wants and needs. Monzo’s tone of voice uses colloquial, friendly and approachable language to signal their position as “the bank of the future”; debunking overly technical terminology and being transparent in their practices.