“I Can Hire a Copywriter for That?”
Brochures, print ads, web pages, sales letters, press releases, video scripts — these products are the meat and potatoes of many marketing copywriters. I know I spend a lot of my time promoting them in my own business, partly because business owners are already aware of the importance of professional copy in these items. But we shouldn’t forget about some less celebrated marketing tools, many of which we see or use every day, that can also benefit from high-impact writing.
LED or video displays. That programmable roadside or exterior display you invested so much money in is only as good as its content. Some of the more sophisticated systems can run animations or even full-motion video, but what are they saying? Maximize the effectiveness of your display system with a series of clever slogans that can be scheduled to run in rotation, seasonally, or however you care to mix them up. I enjoy the challenge of coming up with a new batch of slogans every week or month; my customers enjoy having someone to pass that challenge along to.
Bio blurbs. Have you been asked to submit a short bio for a website directory, printed program, or print marketing package? Many people feel intimidated, embarrassed, or just plain weirded out at the prospect of writing about themselves. A bio isn’t a cut-and-dried informational piece like a resume — just as you would be sure to wear your nice clothes for a photo shoot, you want skilled writing with a certain flair to dress up your image on paper. And in the social media era, a stylish bio blurb is an essential part of any online profile.
Slogans. Ever need just the right slogan for that gigantic banner you plan to drape across your storefront or that big sign overhanging the sidewalk? A copywriter makes an invaluable partner for such projects. A good sloganeer can put together a whole list of terrific catch-phrases and headlines that scream “Look at me!” for your current or long-term marketing needs. Fill that sign up with writing that works so that when your illuminated sign draws customers, not just moths.
There are plenty of other off-the-wall methods for using quality copy to bring in new customers and keep current ones interested. I encourage all you business owners out there to brainstorm the possibilities — and then call your copywriter!
