Why professional copywriting is essential for your building brand across websites and marketing materials

Why professional copywriting is essential for your building brand across websites and marketing materials

The right words, in the right order, can make you think of a single moment in time "That's one small step for man..." Or can make the hairs on the back of your neck stand up - "Never, in the field of human conflict..."

These particular words are powerful enough to evoke a memory or create an emotion because there's a story and characters behind them. Words work exactly the same when marketing your brand; good copy, I feel, tells a little story, with the client as the lead character... get people hooked by one or both and they'll remember the brand forever.

I write copy for onebestway clients. I also write copy (scripts) for TV's The Bill (well, I did!) and for Casualty and alongside the Eastenders team, too. So I get' good copy.

Story and character are essential to creating longevity and this can be done with any website or marketing material. Whether it's for a Construction company or a Big Band Swing singer, the copy should make the reader sit up and listen by drawing them in with what makes your company stand out from every other. This reader contact' can be done in a direct, honest way; or it can be done in a quirky and seemingly unconnected way... but it simply has to be done.You get this from onebestway.

Copy doesn't have to be detailed, it has to be impactful: generally, less is more. "It gives you wings"... "Just do it". I don't need to tell you what these words are advertising - and this is whereprofessional copywriting is so important. Sometimes it's advertising copy, sometimes it's narrative but it's always important.

To create a strong campaign of material, you have to understand how words affect people, how people interpret information and how key phrases link back to your product in the mind of the reader. A professional Copywriter will encode' the text with brand specific words, thoughts, values, principles and personality. The idea being that the reader will decode' in exactly the same way. So, what we put in, they get out.

With all this in place, good copywriting should then answer the reader's question: "why should I choose you?" onebestway get this right and so many of our competitors do not. Press copy from a run of the mill PR agency or design company just isn't good enough.

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