Creative copywriting

Transcript

In today’s episode, I’m with Emma, our copywriting specialist. And we’re going to be chatting about all things copywriting.
Hi, Emma, welcome to the podcast.
Thanks for having me.
So I’m here today with Emma. And we’re going to be talking about the importance of hiring a good copywriter and how it can really take your content to the next level. So, John, to give us a little bit about your background and tell us about yourself.
Yeah, so I’ve been copywriting now for about 14 years, I think. So I started out when I was 16, writing radio commercials and corporate content. And in the last sort of 14 years, I’ve expanded that out into marketing videos, marketing materials, social media, blogs, and online.
So basically, then when the digital revolution hit, you just took what you already know and adapted it.
Exactly. Yeah, I think, you know, when I was a kid, I used to dream of being an author, I used to make little fake books with my family and write stories about witches and wizards and all this wonderful things. And that was the dream then to be an author. But obviously, life’s changed a lot since then. And maybe I will be an author one day. But you know, the main thing now is definitely online, isn’t it in digital? And that’s where my income comes from, for sure. So I may not be an author in the traditional sense, but I’d like to think I’ve achieved that in some way.
Yeah, wrote lots of many little books, I think and pass off a lot of nuggets of wisdom in different mediums. I said, I guess,
I guess, yeah, definitely. So as long as it’s creative, I always wanted to do a job that was creative. And this is definitely that. So I managed to a lot of people say they you know, they struggle with creativity. They know what they want to say, but they don’t necessarily know how to say it. And that’s my job, then I can do that for them.
So in terms of copywriting and content creation, can you go into a little bit of the details and about like taking that creativity and using it to showcase your business professionally?
Yeah. So I mean, one thing I like to say to people when I’m working with them is, you know, let’s say you run an ice cream shop, you might be an expert on how to make the most amazing salted caramel ice cream or something like that, I have no idea how to do that I will hold my hands up, I don’t know what I’m doing with that sort of thing. But I do know how to help you sell that product. So and it’s, that’s okay, you know, we’re all have our own expertise. And I think sometimes it can be quite difficult to let go for a business, you know, they’ve worked really hard on it, they put their heart and soul in it to it for years and years, it’s quite difficult to hand that over to somebody else and say, you write my web content for me. Because you know, it’s your little baby. And I think I would be the same. But if you can do that, and relinquish that control little bit, when it comes to the content on your website, then you’re going to make your business come across so much more professionally, because it’s professionally written by someone who knows just as much about writing, as you know about how to make amazing ice cream. And I think that’s what I like to say to people, you’re the expert in your industry, and the expert or we’re the experts in marketing, we’re the experts in how to make that come across as brilliantly as possible. And I think that’s really, really important to know, when you’re, you know, coming into your copywriting for your website, or your, you know, your leaflets or your blogs, or even your social media, even those little posts that you might put on on a Monday or a Saturday, they might be only, you know, 100 characters long. But it’s really important, I think, in a way as well, I think you can really tell the difference between businesses that do it themselves and ones that have sought expertise in that area.
Yeah, definitely. And I think as I think as well from like things that I’ve done in the past with like content writing and copywriting almost sometimes when people have their own businesses, they’re so tunnel vision and what they want to achieve that they actually like forget sometimes to look at the bigger picture. And then you can bring somebody in with like fresh ideas, like yourself and some of the clients that you work with with us. And because you’re kind of away from their business, you can kind of put their business into the wider context of everything that’s going on in the world, and then bring in different fresh insights and really inject a bit of life and like creativity into the copy that you write for the business.
Definitely, I think I definitely can see that as well. Because you know, when like I say when you’re when you have your own business, it is your baby, you live and breathe it, you think about it all the time. You’ve put all the work in your blood, sweat and tears, it is really hard to take a step back and actually take a proper look at the situation. It’s in where you are right now where you want to be and maybe look at it from the consumers point of view or from somebody else’s point of view. And just having somebody else there to take that look for you and help guide you in that way. is quite invaluable in a way I think.
Yeah, I think so as well. I think sometimes like it can be hard to look at something that you’re so passionate and kind of emotionally involved with in such an objective way as well to actually sit down write the best the right right best story like put the best structure to create the best like funnel through the content that you’re trying to create for them. It’s all quite technical and If you’re not that technically minded and you don’t think in that way, it can be difficult to get your point across in a way that actually does optimise your copy.
Exactly. And I think, I think it can sometimes, you know, undervalued a little bit how important the written word is. Because you know, we all write everyday we text, our friends, we write on social media, we all, you know, back to do lists all the time. So we were very good at writing, we know what we think we know what we’re doing with it. But actually, when it comes to writing for a marketing purpose, or for a business purpose, that’s a whole new kettle of fish. And I think it can be undervalued a little bit how important it is to get it right. And I think, you know, especially when it comes to social media and things like that, one of my pet hates is seeing sort of grammatical errors on things that have been as I’ve done, and I know it’s really picky, and I shouldn’t, I shouldn’t be like that. But one of my things is, you know, if you’re, if you’re not able to write something grammatically correct on your social media, what else Aren’t you doing? Right? And I think that’s, that’s quite a mean way to look at actually because they might not be an expert in writing, you know, that’s not their job. Their job is to make salted caramel ice cream, or whatever it might be. You tell them thinking about ice cream? Put it on my mind. Yeah, so I think that’s one of the things I think you know, it can it be easily you can easily misrepresent your business and misrepresent your expertise in a particular area, wherever industry you’re in by poorly written content. Whereas I think if you trust somebody else to do that for you, you’re then show that you’re you’re experts in what you’re talking about, you know what you’re doing and people can trust you.
Yeah, definitely. And I think as well, like, probably get into this a little bit later into the podcast and how you can kind of like take the copy and make it into like, different things button. One of my biggest bugbears while we’re sharing is companies that use social media, like it’s a billboard post, like there’s no engagement, it’s just not fun to read. It’s literally like we sell salted caramel ice cream, the best in the UK, go to our website and order yours, like okay,
why? Yeah, exactly. And I think this is, this is where, you know, social media can really play a massive part in your business, whether you invest in it heavily or you, you know, you do it yourself, or you just do it every so often, every single post is an opportunity to really sell your business and create some engagement, we can, you know, you can ask them what their favourite flavour is, or what their favourite topping is, or, you know, start creating that engagement and that conversation around around your product or around your business and service. And I think if you can appreciate that on a deeper level, then you’re making the most of it. And I think that’s where some businesses kind of feel like social media is a bit of a waste of time. And so many businesses I work with say, Oh, don’t really do that. I’m not on Facebook, I don’t really care for it, you know, and that, you know, fair enough, personally, if that’s your, if that’s how you want to be, but this is a platform that can really create so much engagement for business, if done, right. I think sometimes people, you know, sometimes it is worse to do it, if you’re going to do it wrong. But if you’re going to do it right, then there’s so much opportunity out there for every type of business as well, not just business to consumer, for businesses, to businesses as well.
Yeah, no, I completely agree. And I think, coming down then on to, I guess why you need quality writing in all areas of marketing. And a lot of that comes down to the goals really, if the business then incorporating that into a marketing strategy. Once you’ve got your marketing strategy in place, what tactics are you going to use? What channels do you want to presence on? What what is your tone of voice on those like platforms as well?
Yeah, and I think one of the things that a lot of businesses do, you know, and this is very understandable, you know, if you’re working on it every day, it’s easy to get bogged down in the day to day. But if you can really take some time to take a step back and have a look at your business where it’s at right now. What channels are you using, if any, and what you actually want to achieve, because if you want if you are a business to consumer, let’s say then maybe Instagram and Facebook are more for you. If your business to business, maybe you need to look into LinkedIn, and how that can benefit your business. But they’ve all got benefits in it always whatever industry you’re in. But I think there’s no point doing a well, as we know, there’s no point doing any marketing unless you know where you’re at right now and where you want to be so we can understand the path to get there. And I think that’s where understanding these goals is so important, because then it really dictates the style of writing that you go for, and the style of content that we create from that.
Yeah, no, I completely agree with that there. And I think when you start looking at goals and how you want to engage people, like I know companies that use LinkedIn for like lead generation, and just like kind of some news updates, they’ve got a split strategy. So they’ve got the business page, which just pumps out the news and any new kind of like wins or big announcements, and then it’s more personal on the people that work in them. And I think that’s probably my favourite strategy for LinkedIn. And then Facebook is just community lead and then you’ve got the same company with the same ethos and the same kind of brand and values, but they sound completely different on different platforms, because people expect different things from different platforms, and thinking about your customer journey and where they’re actually going to be engaging with you. And what they expect to see from those platforms really does tie into this a lot.
Yeah, and I think that’s one of the things I always say to people as well, with this style of writing, this is where it’s really important to kind of understand the writing style. And because how you write or even how you talk in conversation, if you’re having a conversation with a very important high profile, corporate client, you talk to them in a different way, and you talk to your sister, or your mom, or your make down the pub, when we can do that again. So it’s one of those things that, you know, understanding how you know, the conversational tone, the style of language that you use, the length of sentences that you use, the punctuation that you use all these little things that, you know, we learnt back in school, kind of the style of writing really come into play here. And I think it can be underestimated how important those are, you know, whether you use exclamation marks and something to make it sound more exciting, you might not want to do that if you’re having a bit more of a serious, more corporate tone in your style. But it like you say even the same business can use a different style of writing for different channels, depending on their goal for that channel and who they’re talking to. And like I say, I think that can always be really underestimated by a lot of people the style of writing, because you can be so creative, there are no bounds with any of this. You can be as creative as you want, or a serious use you want or as funny as you want, even, and understanding how to get that across with the right sort of writing and the tone. And is really important.
No, I completely agree. And I think in terms of the style, and the more, I guess, going into the more technicalities of it, I remember when I first started working in marketing, my first role was as a content marketing Exec. And I remember doing a course and one of the things that really shocked me was this stat where it says that most people in the UK have the average reading age of a 12 year old.
Yeah. And I think that’s it’s quite shocking. I think when you think about that, and I think everyone listening, you’ll probably think Well, that’s not me. Well, in a way, and I think even more so now, probably with social media, because it’s quite rare for someone to really sit down and take in language like we may be used to years ago, unless you’re an avid reader, let’s say like, I love reading. So I’ll sit for hours and read a book and get lost. But I also I’m also on the other end of the spectrum, where I do sit on Facebook and scroll through really quickly and just read things really, really quickly. Yeah, and I think that is really important to remember as well, you know, we need to catch people’s attention with all of our marketing, so much noise out there. Now there is yeah, and there’s, there’s so much choice for everybody no matter what you do. And so being able to write in a way that’s going to capture people’s attention instantly and keep them hooked and then convert them. That’s a really long journey we need to take them on. But within the space of a few seconds.
Yeah. And I think as well like kind of creating like a subplot for all of your content as well, because you’ve also got that stat where it takes like six to eight touch points to actually take someone from like a first immersion with your brand fourth life through to a conversion, when you actually drill down into that sometimes it can take two, sometimes it can take up to 12. It’s just like that persistence. So also, consistency in message is keen, like he can’t be seen to have like a disparate social media channel. And then you land on a blog that’s read written in a completely different way. And then you go to the website from the blog, and that’s written in a completely different way. Like it all has to be like incredibly holistic, and go all the way through.
Absolutely. And this is where I kind of like to take clients when I when I work with it, especially a new client, and kind of understand their business. It kind of goes on to my next point, I was going to make a guess. But I always say to me, it was a bit of a weird question. But if your business was a famous person, who would it be? So let’s think of a celebrity, you know, it may be your businesses, Joanna Lumley or something, you know, quite high class quite high profile, quite sophisticated and smooth, then that is a stereotype of language that you would use in your all of your content, like you say, you don’t want to see their, their Facebook page, and it’s quite wacky, and weird and wonderful and crazy, then you click through to their website, and it’s very corporate, very serious and very sort of downbeat, I guess, and very sensible. So understanding this umbrella of personality within your business is really, really important. I even go as far as to maybe have a checklist for clients to say, you know, what kind of personality does your business have? Is it quite cool and sophisticated and calm? Or is it quite wacky and quirky and weird, and wonderful and mysterious? And all these things, these kinds of adjectives really, really helped me to understand what kind of person your business is if it was a living, breathing person, and how they would talk. And that makes a massive difference. I think, you know, it’s quite a weird question for people to consider. But if you can take a step back and look at your business and understand what kind of personality it has that can then really help you, like you say, to create this umbrella of style, to then reflect within each channel that you’re using?
Yeah, definitely. And I think if you have an abstract kind of example here, but when you’re thinking about TV cooks and stuff, like the way that they use language, I’m only thinking of this because I studied English at university. And this is one thing that we looked at. Like you’ve got Nigella, which is really sensuous and kind of subtle and quite, quite sexy in the way that she portrays cooking. And then you’ve got a Jamie Oliver who’s just like Whiz, Bang, Bosch, and it’s kind of like really short, sharp, snappy, which lends really well to his 15 minute meals. And then when you actually start to think about all of these things, and he’s like, very high energy, I did it, I did it. And then it alludes to his brand. It’s like making cooking quick, simple, and easy for the family. Whereas Nigella is like really sensuous, like treat yourself and take a break for you like, she goes down to the fridge at like 12 o’clock. And just like really has like a nice moment to herself of a brownie or something like we
all do that we all do that.
But it’s just like, when you actually look at it and think about the language that they use, it just adds to that personality and that feel that you get for something. And then when we think about a brand, obviously you’ve got like the rational elements like of a brand like it’s, it’s either quick or simple or it like solves a pain point. But we don’t buy because of rationality we’re buy because of emotion. I think language really does drive that emotion.
And I think like you say with with the personalities I like Jamie Oliver and Nigella for instance, they’re really good examples because be under no illusion that that is an that is their personality is their natural personality. But there was a reason that they’re like that they’ve they’ve, they’ve honed that brand, they know exactly what they’re doing. You know, Nigella knows that she’s this sensuous kind of sexy character, and she plays us even more now. And that gets even more extreme as time goes on. And I think, you know, we can we can underestimate, you know, how worked on that brand is, you know, that will, you know, even just that, you know, the lighting in the programmes that she’s got, the words that she’s using, have been specifically written for her by a professional writer, you know, the, the content is her and I’m sure the recipes are her and that kind of thing. But the thing she says she’s cooking, they will have been guided by a writer, a professional writer, she is a professional cook, that’s her job, she is greater that bore a writer will have told her what to say in those scripts, because they are, they are professionals at that. And that’s how it works. And they help her sell her brand with their writing. And I think that’s where, you know, all this comes into play. You know, she is then worked with somebody, she’s she’s an expert in cooking. They’re an expert in writing, they work together to create this brilliant brand that we think is all her and it’s not. And it’s the same with Jamie Oliver, you know, he’s very kind of onomatopoeic with his stuff, like you say, it’s all with pop, bang, that kind of thing, really energetic, really high energy. And he knows that that will appeal to his audience. And that brand really builds from that. And I think that’s really important. And I think like you say that personality then comes into play with every business, you know, whether you’re a famous chef, or whether you make salted caramel ice cream, whether you’re a solicitor even or doesn’t matter what industry you’re in, your business does have a personality, it’s just about finding what it is. And then using the language within that, to, to sell your brand or sell your service. And, like you say, that is the emotion that is really, really, really important when I’m writing for clients, particularly from writing a commercial, for instance, for radio or for a promotional film, what my main sort of question is to people, obviously, we want them to buy at the end or call or make an inquiry, but how do we want them to feel? Yeah, and so do you want someone to feel nervous, you know, that if they don’t come to you something terrible might happen? Or they might be missing out? Do want them to feel really excited that oh, my gosh, I can’t miss this opportunity. I can’t wait. You know, we need to understand what emotion we want them to feel because emotion evokes reaction. That’s like the main thing I say to clients that if you’re going to make someone feel something, they will react to it. And I mean, obviously, a great example of this is the classic sort of John Lewis advert that we all know and love at Christmas. Now they are masters at making us feel a certain way, usually making us cry. Or, you know, one of the most brilliant things with that is they don’t even sell anything in particular in those adverts. I can’t even remember what they were selling in the last year. But I just remember, I watched it and you really feel something and that’s really, really, really important with not just adverts, but any marketing. You want people to feel a certain way when they read your stuff or when they see your stuff, because that will cause them to react.
Yeah, definitely. And I think as well like I was reading this book and it’s basically about like the limbic system in the brain. And our oldest part The brain is so emotion LED. And what we do is we, we feel a pull towards something because of that emotion, but we don’t necessarily realise it’s happening because our emotional circuit just like go straight into what we want. And then what we do subconsciously is then start rationalising all of these things that we want so for example, I’ve just bought a peloton bike which is eggs like it’s it was such an extravagant buy for me if anyone knows me, I don’t really like spend a lot of money on anything. But I just really wanted one could I explain why I wanted one like I actually don’t know why I wanted one. But then when I was like rationalising it in my head it was like Oh, well that’s going to help me be healthy I’ll save so much time because I live in the middle of nowhere and I won’t need to go to the gym. And I still get that sense of community that I’ve really missed because of the lockdown and everything so I can’t tell you what actually made me buy one like I’m still questioning getting now because now and my savings after that money went out just made me want to cry. So in my head like a built up this like mental case about like, why I’ve why I’ve bought it I’ve rationalised it to myself. Like I actually can’t tell you why abort wild, but it’s just such a weird, like, that’s another example of I guess, I felt like I emotionally needed one
exactly. And that hurt. Like say, I think that you even though you didn’t realise it, that’s what you were, you were feeling like you say, you know, you’ve, you’ve missed that community. So you were feeling slightly lonely, you might not even realise that you were until you made this purchase. And that’s what we’re trying to do with any any marketing or any writing that we’re using. We’re trying to make people feel a certain way, even if they don’t realise that they feel that way. And that’s when they then realise they need your product or service to solve that problem within them. And I think that’s really important. And I think I love the idea of being able to have this power and control other people’s emotions as well. You know, it’s quite a power, isn’t it? Yeah, it’s
a bit scary, you just kind of want to use it for good and not do like a denarius off again, just completely flip and burn every,
exactly, I don’t want that don’t do it. But I think that’s what I love about Alexa, I’m quite an avid reader. And I love getting lost in a book. And I think, you know, if you are a reader yourself, you can really understand the power of language when I’m reading, I have absolutely no idea what’s going on around me I’m totally lost in the book, I’m in my mind, I can see I can really, really see perfectly how this work looks, how this world looks how this character looks and acts and I think that just shows the power of the written word. All they are is words on a page. And I can make a whole world out of it like Game of Thrones, or let’s say Harry Potter or something like that, if you if you read those books, even if you’ve never seen the films, probably even more so if you never seen the film’s you can create this amazing world within your mind just from the written word. And I think that is just so utterly powerful. And even with a sentence or a short paragraph or a 500 to 1000 word blog post, you can take people on such an amazing journey emotionally mentally, just from sitting at their desk or scrolling through their phone, on the toilet or whatever it might be. And just with those words, and that’s where, you know, that’s where my love for the written word and just never end because there’s no bounds to it really is brilliant.
No, I completely agree. And I think so one of my favourite things to do when I was younger was to like save up my pocket money and go and buy cosmopolitan bins. I used to have them really, really nice, like long, double page spread features. And one thing that was ranting about the other day was, I guess now looking back, the features aren’t as long, and it’s completely changed. And it’s like started now even though it’s like a physical magazine that I get every like a subscription to every year, it’s completely changed. And now it just feels like I’m reading something online. And then you actually go online and that online features are longer than what they are in the magazine. And it’s like our reading styles have changed so much
massively. I think that one of my things was, you know, when Kindles first came out, I remember saying like, Oh, I’ll never get one of those. Like, I love a probably book and I love a smell of a book and a feel of a book. And I remember I kind of looked down on people, if they were reading a Kindle, I be like, Oh, look at them not reading a proper book, you know, but then my husband actually did buy me one. And I love it. And it’s amazing, because I can read, you know, different multiple books at the same time, I can take it in my handbag with me wherever I go. And it’s so funny how it does change. But you know that love of the language is still the same, it doesn’t matter way and it’s the same with marketing really doesn’t matter whether they’re consuming it on a on a printed tangible piece of marketing material, a leaflet or a book or a pamphlet or something or they’re consuming it on their phone screen. You know, that same goal is the same the how they’re going to feel when they read it is exactly the same. So it doesn’t matter how they’re consuming it as long as they’re consuming it and you’re achieving the same thing out of it. And that’s still really important.
Yeah, I think so too. And I think in terms of understanding the consumer and how to appeal to them in writing, noticing this trend then that people And now starting to be more time sensitive. Efficiency is such a huge thing, like because of the amount of noise that’s out there, especially on digital platforms. Everything now is commercialised, and it’s almost it’s almost too much. So actually getting caught through in this is, it’s really played like, it’s really kind of highlighted to me the important role that writing plays alongside of a content format to be that live video, like written gifts, and kind of like how you can how you really need to use language in an effective way, but also not lose that creative edge over it. Because no one wants really dry, stat driven, stat driven writing, even though that’s almost kind of what everyone’s calling for, because of this, like hustle productivity, like, Oh, if it’s going to take me more than 10 seconds to read, I don’t really care.
I think that’s the thing with and I think, when it comes to the actual style of write this is where it’s really, really important to work with a professional writer, because one of the most annoying things, particularly if you’re on something like Instagram or something, it’s very easy to spot a fake. Yeah, and it’s very easy to spot somebody that’s just clearly just advertising to you and are nobody wants to be advertised to, even though we are all the time and we accept that and that’s fine. But I love anyone online that can kind of make me feel like they’re being authentic, they genuinely believe in what they’re talking about. And I think this is where professional writing is so important, because it’s so easy to spot a fake, so easy to spot, someone that’s just blatantly trying to get you to spend money with them. And I think that’s where it’s so important to really, really consider every single word that you’re using online. And like you say, because there’s so much noise out there, this is where you really have to carefully consider everything. So sort of down to every will letter and word like essay, because you’re trying to cut above that noise, be authentic as possible, make them feel a certain way, all these things in one go in one sentence or in one post. And like I say, with the business, I try and get people to understand their business as if it was a living breathing person. So we can understand how they would act in a certain way. It’s the same when it comes to your consumer. You know, everyone knows what their target market is, they all have done the research and this kind of thing. But if you can really understand what kind of person your target market is, you know, how old are they? What did I like to do at the weekend? What drink do they have when they go to a bar? What’s your favourite food, what TV programme to like to watch what colour clothes to they were, you know, really, really specific things about that person. So you can really visualise them perfectly in your head, you’ll be able to then speak to them in a certain way that causes them to feel a certain way. And again, like that emotion that will then evoke a reaction from them. So they spend with you. But I think the most important thing with this consumer is being able to appreciate what’s going to appeal to them in an authentic way. And not in a fake way. Because we can all spot a fake online, I think
yeah, no, that’s, that’s one of my biggest bugbears. And especially with like the rise of personal branding and stuff. Now you can tell the people that are actually kind of working and creating their own person, those have outsourced it to an agency. Yeah. But yeah, I guess in terms of copywriting, what copywriting support do we offer, in terms of what would we use copywriting services for?
Well, it’s quite a, I mean, it’s quite a large area of writing, it kind of covers all of our life, doesn’t it, we don’t go a day without writing anything. So I think when it comes to working with clients, that the best thing that I like to say, to offer to clients is just that sort of full package, I guess, because like we said before, we need to make sure that there’s an umbrella style, and Umbrella personality in there. That covers all of their writing. But quite often, you know, clients just need a little bit more help with blogs, for instance, because they’re quite a different kettle of fish as opposed to sort of social media type, right? Yeah. It’s it needs to be more in depth and needs to be more research in there. It needs to be a longer journey to get them hooked all the way through, it needs to give somebody you know, it needs to teach somebody something at the end of it. Yeah. You know, they’re quite complex sort of beings in themselves, really. So that’s one area I do like to sort of help clients a lot with and I think clients do you struggle a lot with that writing. And even though you know, some people feel like blogs may not necessarily be the most lucrative area of their website, they are so important to help with SEO. And they really show that you know, you’re constantly updating your website, you’re constantly working on it, you’re trying to give people extra above and beyond what they’re paying you for. Yeah. And you know, so many of our clients, you know, love having a blog on their website, because they can focus on different things each month, and it creates a conversation, because like we said earlier, now we want people to engage in social media and creating a blog post around a certain subject or a certain maybe something that’s popped up in the news recently, if you create a blog post about it, get it onto your social media and start that conversation going. They’re really good starting points for a conversation. Yeah. And then we’ve got sort of the social media element again, which so You know, clients are very different. They’re either Oh, I do it all myself, it’s fine. Or I don’t touch that with a bargepole. You know, it’s kind of that’s, you know, that’s fine if you feel that way. But really, the best way to do that is to work with a marketing agency like us or a professional writer, and kind of again, understand your goals, where your business is at now, where it needs to be and how you can utilise social media, to the best of its ability to really sell your business.
Yeah, definitely. And I think one thing that I’d add into that, as well as just email marketing, and this is so easy, because with email marketing, just take some of your blog posts, and you’ve already got content ready made, that is going from an email that directs people to your website, then from that. So anything that kind of takes people from another platform and directs them to your websites, especially if you’re a lead generation website, or an E commerce site, where you’re trying to get people onto your site in the hope that they will follow the journey through and either give you some data that you can capture. So your sales team can get in touch, or they actually go on to like buy a purchase, just having that wider picture in mind, like how am I going to drive people to my website, and everything like that, it’s just so important. But this is why consistency and consistency in tone. And messaging is important. Because if I read the social media posts is super engaging, and exciting and makes me feel one thing, and then I land on to a website. And the blog is written in a slightly different tone. And it’s not exactly the same, and it makes me feel something different. And then when I’ve gone off the blog onto the homepage, and again, it’s written in a really different way, and it evokes different feelings. The only thing that I’m feeling is confused. Yeah, doesn’t help me with that, like decision. In fact, it hinders it. And it’s doing your website and your sales journey to service.
Yeah. And I think that again, that’s where this authenticity comes in. The more you can keep everything consistent in one go, the more authentic you’ll come across. And the more people will believe in you and want to do business with you. Because people buy from people they like and businesses they like, you know, whether you you know want to admit to that or not, you know, you’re only going to buy from a business that you emotionally feel connected to and like their brand and like their style and like what they do and what they believe in. And you know, whether the cheapest or the best value or the best quality or not, you’re still only going to buy from them if you really genuinely like them. Yeah. And I think that’s really important to make sure that everything just all ties in together into under one umbrella with this aim of that wall marketing, isn’t it? We want to make sure that everything else the same goal at the end. Yeah. And sort of not under estimating the power of the written word within all of that is. Yeah, I’d say that’s top of the agenda for me.
Brilliant. Well, thank you very much for your time today, Emma, and I’ve really enjoyed this conversation. If anyone has any questions about copywriting or content creation, please do get in touch with us at Hello at so marketing.com