What Is Creative Copywriting, and How Can It Boost Your Business?
Building a relationship with your target market can be tricky. Whether you’re starting a new business from the ground up, or simply adding a new product to your catalogue, getting your message across effectively is the key to success. So, what’s the best approach?
This is where creative copywriting comes in. Creating effective copy isn’t easy, but it’s an essential skill for any business. Creative copywriting is a marketing, branding, and messaging power tool that packs an awful lot of punch. It focuses on catching the reader’s attention and inspiring them to take action. It’s not just about putting words in a nice order, though — creative copywriters use specific techniques to make their readers take notice and want more. Creative copywriters use wit and imagination to develop words, phrases, and ideas that will appeal to their target audience, all without being intrusive or pushy.
So, we’ve got the overview, but what exactly does creative copywriting entail? How can it bridge the gap between your business and its potential clientele, boosting engagement and driving up revenue? Keep reading to find out everything you need to know.
What is creative copywriting, and why is it important?
Unlike other kinds of copywriting, creative copywriting involves the development of a distinctive brand voice that effectively lands with its audience. We’re not just talking filler content here; great creative copywriting is original, distinctive, and able to tap into people’s hearts and minds. It can involve the use of images, slogans, and punchy, attention-grabbing headlines.
Creative copywriting can be deployed by a business to create or strengthen its branding and voice, to provide consistency in its marketing, or to develop new ways to connect with its audience. A creative copywriter will closely interrogate a brief, focusing on identifying the target market’s pain points and key stages along their buying journey. Ultimately, creative copywriting is a direct line to your potential customer base.
Now that we’ve got the ‘what’ settled, it’s time to go over the ‘how’. How exactly does a creative copywriter make content that connects with an audience in just the right way?
Personal language
Good creative copywriting starts with assessing the demographics of your target market, and ends with relatable, engaging content that lands perfectly. In other words, a creative copywriter will create something that’ll get your audience to sit up and take notice — it addresses a specific problem they have, and offers a solution through your products or services.
A creative copywriter will do this by getting under the skin of your target market, finding out what matters to them and why. They’ll use language designed to tug at the heartstrings, for example, and reference situations or experiences they encounter in their day-to-day lives.
The unique voice of the copy is designed to reach out to your potential customers, opening up a dialogue of sorts. In other words, creative copywriting is an effective means of connecting with, and relating to, your customer base.
Strong brand identity
Creative copywriting can boost your branding exponentially with a recognisable tone and voice across all your platforms and marketing campaigns — so your business will stick in your customers’ minds for all the right reasons.
Tone is important, but it certainly isn’t the only tool. Great creative copywriting will use consistent language, persuasive calls to action, and carefully chosen images that all reflect and support the overarching brand message. It’s all about finding the personality in your brand, and appealing to your target audience in the most effective way.
Creative copywriting is the best way to stand out from the crowd, plant your flag, and increase awareness of who you are and what you stand for.
Effective calls to action
Creative copywriting creates a journey for your reader. A creative copywriter will consider the target market demographic, their hopes and fears, and how they may feel about your business when they land on your page. They’ll walk them through the whole process with their words, capping it off with a persuasive yet unobtrusive call to action.
So, how does this work, exactly? By keeping the mindset of your target market front and centre, your calls to action can be particularly successful. Your writer will use strong verbs (such as buy, claim, subscribe, visit, etc.) combined with exciting and action-oriented language. Creative copywriting is so effective at moving your audience because it knits together the known pain points and preferences of your target market with powerfully persuasive language. People buy with their hearts, after all.
This means that your visitor is much more likely to be persuaded to hit the link, download the brochure, visit your store — or whatever you’d like them to do. Creative copywriting is conversion-boosting rocket fuel for your brand.
Credibility and trust
Building trust is critical to your business’s success. Being perceived as a reliable, trustworthy brand (because that’s what you are) is one of the best ways to reach new markets, whilst still inspiring loyalty in your existing customers.
Authentic messaging and prioritising audience experience is just what you need to bolster your brand image. But it’s about more than just honesty and care — the technical details matter as well. A good creative copywriter knows how to write, minimising errors and maximising flow and engagement.
This content could very well be a new customer’s very first interaction with you, and we all know that first impressions count. Welcoming, high-quality, error-free writing that avoids stereotypes and waffle reassures your audience that you’re a professional, trustworthy setup.
6 benefits of great creative copywriting
So, now we’ve answered the question of ‘what is creative copywriting’, it’s time for a new question: what can it do for you?
Methods are one thing, but how about the outcomes? What is creative copywriting going to do for your business? What is creative copywriting going to bring to the table that really makes it worth it?
Well, the short answer is ‘plenty’, and the long answer is ‘our list of six benefits that only creative copywriting can achieve’.
1. Connecting your business with its target market
In a saturated market, you need messaging that’ll stand out and not get lost in the crowd. A creative copywriter knows how to craft a campaign, a blog post, or a piece of web content to keep the reader… well, reading! They’ll do this with their natural talent for wordsmithing, but they’ll also weave in the audience’s pain points and introduce your products or services as a solution.
Even marketing copy has a beginning, middle, and end, and a creative copywriter knows just how to tell that story in a way that works best.
2. Capturing your audience’s attention
Great creative copywriting will stick in the reader’s mind. It gives your brand message oomph, so your target market looks at what you’re offering and really takes it in. It’s the content equivalent of making someone do a double-take — a quick glance whilst browsing through will be enough to make them stop and read more.
A creative copywriter will deliver precisely the sort of headlines, slogans, web content, and more that’ll entice your target market to take a closer look at what you’re offering.
3. Reflecting your brand’s values
Today, shoppers are actively seeking brands with values that align with their own, whether that’s sustainability, ethics, or just something that reflects a positive outlook. Highlighting how these fit into your business model is a major plus when it comes to winning over new customers, or even whole new sections of the market.
Great creative copywriting can ensure that your brand’s values are conveyed effectively to your audience, and presented in a way that aligns with what’s important to them.
4. Adding value to your marketing
Effective creative copywriting isn’t just about marketing that ‘works’: it’s about marketing that thrives. Part of this is making sure that your content provides a high value for your audience. A creative copywriter will give the reader relevant information, actionable advice, and real-world solutions, all wrapped up in effective language.
The beauty of this approach is that it’ll keep your audience coming back to your page, website, or other platforms, and even sharing your business’s details with their own friends and followers.
5. Boosting sales with engaging calls to action
A call to action is one of the most potent weapons in the copywriter’s arsenal. It’s easy enough to read through some content and forget to take the next step, even if it’s engaging. That’s where a call to action comes in, reminding your reader to add to basket, call now, subscribe, share, or whatever else you need.
A creative copywriter knows how to use a call to action to turn browsers into buyers, and to nudge those sitting on the fence to come down on one side — yours!
6. Aligning your business with your audience
Creative copywriting is about creating a solid relationship with your existing customers and increasing your business’s ability to connect with new ones. By aligning with your target market, what matters to them, the problems facing them, and their lifestyles and aspirations, you’ll be much more likely to inspire long-term loyalty to your brand.
Innovative, fresh content is exciting and makes a great impression. It should always be of high value, acting to inform, entertain, or offer a solution to a problem your target market is experiencing — even if they’re unaware they’re experiencing it!
Need some help with creative copywriting?
We’ve tackled the question of ‘what is creative copywriting’ and explored why it’s an invaluable tool for a business to deploy. We’ve gone over the methods that creative copywriters use, summarising how their invaluable skills will benefit your bottom line and forge meaningful connections with your audience. So, what next?
Well, if you happen to be a creative copywriter, hooray! You’ve got the skills to create the content you need.
And if you’re not? No problem! Here at ZippyLingo, we have a team of experts in the art of creative copywriting, and we’d love to task them with improving your content and helping you achieve more. Our professional linguists and communication experts are ready to hit the ground running any time. We want to build a relationship with you, finding out what makes your business — and its target market — tick. Our passionate creatives can write the very best content for your business, generating measurable results.
Ready to add some creative copywriting magic to your business? We are, too. Give us a shout so we can get started together.
