Small business owners are usually very passionate about their service, product and company.  That’s part of the formula that goes into their dedication of long hours and hard earned success to satisfy their customers.  That passion, combined with their experience, gives them a lot to talk about regarding their business.  I often walk away from client meetings and projects with a wealth of information on a specific industry, product or service from being around the business owner and listening to them talk about their offering and answering my questions. So our challenge is often getting the owners "voice" converted into words for use on brochures, websites and other marketing tools. Most small business owners talk a great game, but few can put it into words.

That’s why we build creative copywriting services into our proposals.  Having a writer to interpret the message and put it together in the correct way is key for any successful marketing tool.  If the message isn’t clear, the outcome won’t be right.

It’s an important process we take with our clients to develop compelling print and web copy.  It all starts with an interview of the client getting information and their story straight from their mouth with their passion and knowledge hitting our ears.  The next steps are industry research, creation of drafts, consideration of internet keywords and picturing the desired result or action to be taken. Web copy and print copy are very different in their structure, flow and call to action, so be aware that if you use a copywriter, they should have examples of both mediums and also be able to explain their differences.

A shiny new design and layout are less valuable without a compelling and informative message.  Just imagine if that passionate and knowledgeable business owner didn’t talk or only mumbled random tidbits … they just dressed nice and looked good. That would bad news.  Make sure as you look into creating new marketing materials or updating old ones that you analyze your message, story and content.  Put value in finding copywriting services that help elevate your message, it’s worth the investment.

Posted on May 30th, 2007 by Aaron
Filed under: print, marketing, content, small business

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