Originally published December 11, 2022 , updated on January 17, 2023

Approximately eight out of ten people will read a headline, but only two will read the rest of the article, according to Copyblogger. These numbers demonstrate the real power copy can have and emphasise the importance of a compelling headline. And while not everyone has the skills to craft a compelling headline, professional copywriters do.

Professional copywriting services provide many benefits. Well-written and impactful copy can build your brand image, convert sales, and unquestionably, increase brand recognition.

What Exactly Are Professional Copywriting Services?

The copy on the billboard you see on the way back home, the Facebook post with the witty caption, and likewise the captivating headline in your favourite magazine are examples of professional copywriting services put to good use.

A good copywriting service provider uses persuasive and compelling writing to influence target customers. Good writing can motivate customers to take action. This action could be anything from reading an article, buying a product, scheduling a call, or leaving a product review.

Looking at Famous Ad Copies Over the Years 

Brand awareness makes your brand recognisable and familiar to your audience. It establishes trust, creates an association, and builds brand equity, according to HubSpot. Impactful copywriting creates awareness by crafting a narrative around your organisation while staying true to its values.

David Ogilvy, the founder of Ogilvy & Mather, came up with copy for Rolls Royce that’s become a benchmark for excellent copywriting. “At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock,” the ad copy reads. The powerful line places the reader in the car while highlighting the benefits of the smooth ride a Rolls Royce provides.

When Volkswagen introduced the Volkswagen Beetle, the brand took up space in plenty of minds. All it needed was two effective words: “Think Small”, and the campaign lived on for years after its launch. Going against the popular phrase “Think Big”, it supplemented these two words with a visual of its new car. This is how the literary prowess of a copywriting service provider can help your brand stay in customers’ minds.

A more recent example of a business known for its professional copywriting services is Apple. One of the brand’s more successful campaigns was its copy for the MacBook, Retina, 12-inch: “Light. Years ahead.” This copy takes a popular phrase and turns it on its head through punctuation. The witty wordplay uses one big idea and memorable themes to create an image of how the user would feel while using the MacBook.

The Many Benefits of Good Copy

As seen above, an excellent copywriting service provider can certainly help your brand stay in customers’ minds with a few impactful words. Here are some ways professional copywriting services can help your brand.

Converts Sales

Sales copywriting presents products and services in an attractive way to persuade consumers to make a purchase. An effective copywriting service provider follows multiple writing models to craft impactful copy, such as AIDA (Attention, Interest, Desire, and Action), PAS (Problem, Agitation, Solution), and the 4Cs of copywriting (Clear, Concise, Compelling, and Credible). Using these models enables writers to capture attention and promote action through impactful Calls to Action (CTAs).

Captures Attention Span

The average amount of time spent on social media is 2 hours and 29 minutes per day, as per Smart Insights. But, the attention span of Millenials only averages 12 seconds, while Gen Z-ers can hold their attention for approximately eight seconds according to Forbes. FOMO marketing and PAS writing are among multiple techniques used by experienced copywriting service providers to capture valuable attention on social media

Establishes Your Voice

Good copy evokes certain feelings and emotions in the reader. Different brands evoke different emotions, such as happiness for Coca-Cola, humour for Spotify, and confidence for Harley Davidson. A copywriting service provider can help your brand evoke the desired feelings in your reader base by creating a unique brand voice. 

Copywriters understand your brand voice through your brand’s attitude, energy, syntax, and audience. Professional copywriters also study the company’s mission statement, analyse competitor content, and create buyer personas to solidify your brand voice.

Maintains Brand Relationships

As many as 84% of people believe that organisations should certainly treat them as people and not numbers if they want to win their business, according to a Salesforce Research study. Powerful copywriting provides a human touch to the copy. It brings out the brand personality and targets unmet customer needs. 

Writers who use psychology-backed copywriting techniques, like sensory words and social proof, can undoubtedly help make your brand interactions more personalised.

Identifying The Right Professional Copywriting Services

With the plethora of benefits professional copywriting provides, it is natural for your brand to want the best. These characteristics help you identify effective and impactful copy:

• A strong lead captures attention and piques curiosity. It makes readers want to read the following sentence. If your lead is not strong, your reader might not stick around to learn about your organisation.
• Good copy is short but impactful. It only consists of a few carefully chosen words, but these few words deliver massive value to the readers.
• The best copy uses easy-to-understand language without jargon. In a technical industry, like B2B SaaS copywriting, the customer never wants to feel like a brand is talking down to them. Simple and jargon-free copy helps speak directly to customers.
• Compelling copy consists of a single overarching idea. It does not try to be many things at once. Instead, it focuses on a single idea and highlights its benefits for customers.

At Goodman Lantern, we recognise that professional copywriting services impact your brand’s growth. Our copywriting services keep your brand’s growth on the rise, with writers devoted to understanding your brand’s benefits, values, voice, and also personality. Our team weaves this understanding with decades-long copywriting experience to deliver effective, personalised, and impactful copy.

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